Huizhou wine "no" producing area?

A few days ago, the Anhui Provincial Department of Economy and Information Technology issued the Development Plan of Food Industry in Anhui Province during the

A few days ago, the Anhui Provincial Department of Economy and Information Technology issued the Development Plan of Food Industry in Anhui Province during the Tenth Five-Year Plan (hereinafter referred to as the Plan).

For the liquor manufacturing industry, the plan proposes to build a group of liquor enterprises with high reputation and competitiveness in China on the basis of the existing four liquor listed enterprises, build a national high-quality liquor production, research and development, raw materials and packaging base and a high-quality Anhui liquor industry development system, and enhance the brand influence of Anhui liquor in the country.

Although this move has the intention of attaching importance to the development of liquor industry, it seems that there is still something missing.

People have realized that the development of liquor industry tends to be large-scale and regionalized, and the dispute over producing areas has begun. As early as 2020, some industry veterans put forward the view that the production capacity is "superior", suggesting that the production capacity is the release of the core value of the producing area, which is expected to become an important factor affecting the whole liquor pattern.

In fact, almost all provinces with an important proportion of liquor industry are building production areas. As a major province of liquor production, how is Anhui progressing in this respect?

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The power of wolves

"Anhui wine enterprises are wolves," said a senior industry observer.

"West does not enter Sichuan, East does not enter Anhui" was once the knowledge of liquor industry. In the traditional national marketing layout of liquor, Anhui and Sichuan are two difficult markets to conquer. In addition to local brands, most liquor brands will avoid these two places when they first promote the market outside the province.

Although Anhui's advantages in production scale and brand influence are not obvious, it is an indisputable fact that liquor is strong. On the one hand, almost all counties in Anhui have liquor, which is of good strength. 19 liquor listed companies, of which Anhui monopolizes 4; On the other hand, in addition to listed companies, the base market construction of other local brands is also relatively solid and the consumption base is profound.

However, with the sinking of first-line famous wines and the surge of maotai-flavor wine fever, the barrier of "non-eastward entry into Anhui" seems to be disappearing, and there is indeed an obvious hierarchical competition pattern in Anhui liquor market.

Are these wolves in Anhui exhausted?

Of course not. According to market research statistics, the market size of Anhui liquor in 20021year was about 35 billion yuan, and Anhui liquor accounted for about 66% in the consumption end, with a score of more than 23 billion yuan.

Among them, Gu Jing Winery achieved a total operating income of 132.7 1 100 million yuan, Kouzijiao passed the threshold of 5 billion yuan for the first time, and the revenue of Yingjia Winery was about 4.577 billion yuan. Golden seed wine has also received the capital blessing of China Resources this year, and all operating indicators of Xuanjiu have increased by more than 20%. The operating income of Wangwen Liquor Industry increased by 35% year-on-year, and Mingguang Liquor Industry under Gu Jingqi is expected to be overfulfilled.

At the same time, the layout of Huizhou leading wine enterprises in the sub-high-end field has also achieved initial results. The popularity and influence of Gujinggu 20 has been continuously improved with the landing of the Spring Festival Gala for several consecutive years. Hexiang 5 18 imported from Kouzijiao performed well. The price of Yingjia Gongjiu Ecological Cave series has been raised many times; Gold seeds create a series of fragrant incense.

At the policy level, in 2020, Anhui Provincial Department of Economy and Information Technology and other three departments jointly issued "Several Opinions on Promoting the High-quality Development of Anhui Liquor Industry" (hereinafter referred to as "Opinions"). It is proposed that by 2025, Anhui liquor enterprises will realize an operating income of 50 billion yuan with a total output of 500,000 kiloliters, cultivate liquor enterprises 1 household with an annual operating income of over 20 billion yuan and two enterprises with an annual operating income of over 65,438 billion yuan, build a group of enterprises with high reputation and competitiveness in China, build a national base for production, research and development, raw materials and packaging of high-quality liquor, and build a "strong brand and packaging".

The Opinions also require that Huizhou liquor industry will optimize the layout of liquor industry around "production area+base"; Cultivate a number of leading enterprises around "supporting the excellent and strengthening"; Promote the transformation and upgrading of enterprises around "digitalization+intelligence"; Promote the implementation of green manufacturing around "low carbon+recycling"; Continuously improve product quality around "quality+safety"; Rebuilding Anhui liquor brand around "fine products+famous products"; Constantly optimize the marketing model around "innovation+creativity"; Focus on "leaders+craftsmen" and strengthen the training of talent teams.

It can be seen that Huizhou wine still has the power of World War I, and its strength cannot be underestimated.

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Why not mention the place of origin?

The expression of origin is the core quality and value expression of China liquor. When the expression of producing areas forms a kind of knowledge, the competition between producing areas will become the mainstream. Judging from the current situation, the protagonist on the battlefield of liquor is transitioning from enterprises and brands to producing areas. In the era of competition in producing areas, the importance of producing area brands will become more and more prominent.

In Guizhou, Sichuan, Shanxi, Jiangsu and other places, the brands of producing areas are exported in different ways to enhance the image and influence of producing areas.

Huizhou wine is not completely inactive. According to the above opinions, Anhui Province will, in accordance with the principles of scale and intensification, guide the market factor resources to concentrate in advantageous production areas, cultivate core advantageous industries, and transform the advantages of production areas into industrial advantages. Vigorously support the main producing areas in northern Anhui centered on Bozhou, Huaibei and Fuyang, the main producing areas in central Anhui centered on Lu 'an, Chuzhou and Hefei, and the main producing areas in southern Anhui centered on Xuancheng, Chizhou and Maanshan, improve industrial concentration and build industrial base clusters.

However, some insiders believe that the volume of Huizhou wine in this respect does not seem to correspond to its volume. Although Bozhou ranks among the "Top Ten Liquor Producing Areas in the World", compared with key producing areas such as Yibin in Sichuan, Luzhou in Guizhou or Zunyi in Guizhou, there is still a gap in external communication.

A detailed analysis of the reasons can be seen from the following five aspects.

First, the origin is mentioned, but the concept is too big.

Once, Shen, a liquor leader, put forward that "Huanghuai is soft, elegant and fragrant", from which the "Huanghuai Famous Wine Belt" was derived, and Anhui was in the middle of this producing area. The fifth Sulu-Henan-Anhui Liquor Summit also made the "Huanghuai Famous Wine Belt" once an important pole in the liquor industry. But this concept covers a wide range, involving Jiangsu, Shandong, Henan and Anhui provinces. How to form one's own discourse system from it is still worth studying and discussing.

Second, it is not a word to build a production area.

The efforts of liquor enterprises in the region and the active guidance of the government and relevant institutions. Only in this way can we promote the creation of a good image of the producing area, develop the economy of the producing area and win long-term development opportunities for enterprises. This is not a matter of a certain enterprise, but a matter of a region. Anhui's producing areas also need to have a general understanding of * * *.

Third, the leading role of leading enterprises.

Zhang Jian, a senior researcher at Yunjiu China Wine Brand Research Institute and chairman of Zhibangda Consulting Research Institute, believes that there must be big-headed enterprises to support the producing areas, so as to form an ecology. At present, Bozhou, as the leader of Huizhou wine producing area, its radiation scope and ability still need to be enhanced.

Fourth, the relationship between enterprises and producing areas has not been opened.

Judging from the concept of small-scale producing areas, Anhui wine enterprises have not completely opened up the relationship between enterprise characteristics and producing areas, and made it widely spread. In recent years, Yingjia Winery's creation of ecological brewing IP is fully bound with Huoshan, which is worth learning and studying.

Fifth, the time is not ripe.

In Zhang Jian's view, it is more pragmatic for Anhui wine companies not to mention the place of origin. After all, judging from the current competition of Huizhou wine, it is more at the brand level and has not yet reached the production area level.

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Three lessons to be supplemented in Huizhou wine

The concentration of Anhui liquor market is constantly improving, and the competition among strains, products and channels is fierce. Under the competitive pattern of famous wine sinking and provincial brands attacking, there are still three lessons to be made up for Huizhou wine.

Product quality upgrade

Li Zhenjiang, a senior researcher at Yunjiu China Liquor Brand Research Institute, a partner of Hejun Group and director of Hejun Consulting Liquor Division, believes that Huizhou Liquor is facing a new period of structural adjustment, which should be essentially the adjustment and upgrading of product quality. However, most liquor enterprises in Anhui have done relatively little in product innovation and upgrading.

Another person in the industry said that Huizhou wine should make great efforts to improve its quality, and all marketing activities will eventually return to the quality of the wine.

Shenwan Hongyuan Securities pointed out in its research report that the upgrading momentum of Huizhou liquor is strong, and the mainstream price band is basically upgraded to above 200 yuan. The premise of consumption upgrading is the improvement of consumer quality requirements. In order to gain a firm foothold in the upgraded price band, Huizhou liquor must ensure the product quality.

brand promotion

Li Zhenjiang said that Huizhou liquor is good at making channels, and its understanding of brands is relatively weak. Judging from the past development of Huizhou wine, it is mainly good at marketing and has done relatively few brand articles.

Cinda Securities pointed out that the life cycle of Huizhou wine products is obvious, and the only way to break the "strange circle" of product cycle is to enhance the brand potential.

Brand is the main body for enterprises to participate in market competition. To what extent and for how long, it occupies consumers' minds and affects channel stickiness, which can affect the revenue and profit of enterprises. In brand promotion, Li Zhenjiang pointed out two directions for Huizhou wine, namely category innovation and strengthening consumer communication.

Optimization and upgrading of the relationship between manufacturers

In the liquor industry, the relationship between manufacturers has changed from commercial agency system to "the same fate in the region", and the further expansion of the market requires the coordinated development of manufacturers. In recent years, almost every famous wine enterprise is building a new type of manufacturer relationship, and the manufacturers share the same fate, so as to achieve * * * health and * * * brilliance.

Huizhou Liquor has done a lot of work in channel and formed a certain competitive advantage, but it is inefficient in further optimizing and upgrading the cooperative relationship between manufacturers, which has great room for improvement.