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Liquor research report sample

Liquor research report sample 1:

One: Research time: 2012.8.23

Two: Research method: online data inquiry and physical survey

Three: Research purpose: study the characteristics and development of liquor packaging

Four: Research content

(1) Introduction to liquor packaging

Liquor and packaging , in the development history of thousands of years, they are two interactive industries that integrate with each other. Wine is a product, which becomes a commodity after packaging and enters the circulation field. Wine packaging is a silent "promoter", which will attract consumers and achieve the purpose of transaction in the half second when consumers come into contact with the product. Therefore, in the crowded market, in order to facilitate image dissemination, we must pay attention to the design of wine packaging to achieve the visual impact of consumers. Liquor packaging mainly refers to wine bottles and outer packaging boxes. The design of the wine bottle directly affects people's impression of the wine. However, the most outstanding part of most wine packaging is the design of the outer packaging boxes. They have different shapes and various materials. Simple and generous, some noble and elegant, giving people different tastes.

(2) The packaging characteristics of some Chinese liquors:

1: Wuliangye

The inner packaging of Wuliangye liquor is a red carton and a red bottle cap. Corner, bottle

The cap and crystal outer packaging are made of colored thermoplastic polyvinyl chloride, which is an environmentally friendly

material and is biodegradable.

2: Moutai

The bottle of Moutai is made of milky white glass.

It has a twist-off anti-theft aluminum cap with threaded thread and five white characters on the mouth of the bottle. There is no inner glass bottle, and the seal is red with "Kweichow Moutai" plug. The whole bottle of wine is wrapped with a piece of high-quality square leather paper and packed in a color box: the outer packaging color box is made of imported white paper plus fine corrugation.

3: Jiannanchun

The outer packaging box of Jiannanchun adopts a new one-time opening pull ring, which will cause irreparable damage, clean and neat, and completely eliminate the possibility of recycling by counterfeiters. Textured anti-counterfeiting label on inner bottle. The randomly formed black three-dimensional fibers and the randomly encoded anti-counterfeiting serial number determine the unique offset printing of the textured anti-counterfeiting label, which will never be repeated.

4: Luzhou Qujiu

Sand pottery bottle (or jar)

It was the main container for Luzhou Laojiao wine before liberation. Luzhou Laojiao Wine

In ancient times, it was called "Tiaodan wine", and the purple clay wine jars hung on both ends of the porters' poles. I have always believed that purple clay pottery pots are one of the wine containers with deep cultural heritage. It was based on the excavation of ancient wine culture that in the 1980s, Luzhou Laojiao Winery launched Luzhou Laojiao Tequ in purple clay bottles. This bottle should be the "pioneer" of subsequent purple clay wine bottles.

(3) Excessive packaging in liquor:

In the market research on liquor packaging, excessive packaging of liquor has become a major social hazard, which is not in line with the concept of circular economy. , and also goes against the energy conservation and low carbon policy strongly advocated by the country. With the upgrading of consumption levels, liquor packaging has received increasing attention from enterprises and is evolving towards luxury packaging. This type of luxury packaging uses a wide range of materials, including paper, plastic, metal, glass, ceramics, wood, crystal and composite materials. In order to prevent product damage, many packages also contain a large amount of cushioning materials and fillers, such as foam plastics, sponges, shredded paper, etc. Excessive packaging not only wastes already scarce resources, but also generates a huge amount of domestic waste. The transportation and storage costs for recycling are relatively high.

(4) Plastic soft packaging printed bagged liquor has the following characteristics:

1. Selection of outer material 2. Selection of inner material 3 Composite suitability and automatic packaging suitability .

a. Strong barrier properties and good fragrance retention effect. b. Easy to carry, not easy to break, even tougher than plastic bottles. c. Low cost. d. Beautiful appearance.

(5) The significance of wine packaging classification

It is appropriate to divide the packaging into four grades: gift, high, medium and low.

It must have personality and characteristics, and it must be unified with the inner quality of the wine, which is conducive to consumers' clear choice, and also helps manufacturers and sales agents determine the sales area, location and sales targets. To follow the "market style" and "hype style" and forget about identity, environment, and sales targets, and blindly pursue magnificence and follow others is a brand suicide behavior, and the consequences cannot be underestimated.

Five: Research results

1. Liquor packaging form

First, traditional square packaging. Most packaging considers stacking, but chooses square packaging for outer packaging. Therefore, the square packaging we see in the terminal market has become the mainstream of the market;

Secondly, drum packaging is also gradually Become a trend. The round-shaped packaging has a strong sense of integrity and generosity, and is more convenient for consumers to carry. Moreover, Chinese consumers attach great importance to seeking color in the packaging. Therefore, the round-shaped packaging just meets the needs of Chinese consumers. Therefore, drum packaging is also an appearance shape that is quite attractive to consumers. When we were creating and implementing Kangwang Cordyceps Wine, we fully adopted the barrel design, and combined it with imitation leather to show the antique leather packaging, highlighting its preciousness.

Third, diamond-shaped appearance packaging. Diamond-shaped packaging is actually a general term for regular polygons. In order to create product differentiation, many companies choose diamond-shaped packaging in new product development to highlight product personality and differences.

Fourth, special-shaped appearance packaging. Special-shaped appearance packaging is a partially asymmetric packaging design adopted by companies in order to display product brand positioning. This kind of packaging appearance plays a very good role in creating a match between the product and the brand value. For example, our creative Shentan secret vintage wine uses the Fujian folk house "Tulou" as the upper packaging shape of the product, which better conveys the Fujianese culture. Brand concept of rice wine concept.

Fifth, tower-type inner packaging. At present, it is the most widely used packaging form among liquor companies. Liquor companies, mainly Wuliangye, mainly use this tower-type inner packaging. Moreover, Wuliangye has made the tower-style packaging into a building, which has become an important part of its corporate culture;

Sixth, cubic packaging. High-end liquor prefers to use this kind of packaging, which has clear water chestnut corners and is full of domineering;

2. Liquor bottle design features:

At present, the main liquor bottle shapes are: oblong, flat Type, triangle, square, hexagon, octagon, slender, antique altar, etc., the market is still dominated by long round bottles. The development trend is gradually developing towards flat types, and towards other types such as animal-like and human-like shapes.

3. Features of liquor bottle cap design:

Liquor bottle caps can be divided into: tin caps, plastic caps, luxury gold aluminum caps, and glass caps. On the market, mid-to-low-end products are mainly made of tin sheets and plastic caps, while high-end products are mainly made of luxurious golden aluminum caps. At present, bottle caps with musical accompaniment have appeared, allowing consumers to listen to music and taste fine wine at the same time. There are also anti-counterfeiting bottle caps with new color screen displays.

4. Liquor outer box shape and material design features:

The outer box material is generally ordinary cardboard, white paper, coated paper, gold cardboard, frosted gold cardboard, etc. The mid-to-low-end products on the market are mainly made of white paper and coated paper, while the outer boxes of high-end liquor are made of gold cardboard and frosted gold cardboard. In order to compete for the market, the outer boxes of mid-range products are also made of gold cardboard.

5. Liquor outer box packaging characteristics:

Outer box packaging can be divided into: ordinary cardboard boxes, white cardboard color boxes, portable schoolbag type outer boxes, medium and low-end liquor outer boxes. With the development of color boxes, the outer boxes of high-end products in the market have developed into portable schoolbag types, which are easy to carry and can be used as gifts.

6. Characteristics of the transparency of liquor bottles:

Liquor bottles can be divided into transparent bottles, opaque bottles, fuzzy bottles, etc. according to transparency. Transparent bottles are the main ones on the market. Therefore, there is a trend towards the development of fuzzy bottles, which are faintly visible, giving people a hazy beauty.

7. The current domestic liquor packaging design has certain limitations:

First, the use of color tones is basically fixed in red, yellow, gold, blue, white, etc. Within a limited scope, this is basically determined by consumer awareness, that is, the consumer group only recognizes this set of colors.

Second, there is a lack of innovation in box types, mainly limited types such as swing-lid boxes, sleeve-lid boxes, multi-sided boxes, and book-shaped boxes.

Covered box, multi-sided box, book-shaped box

Once a product comes up with new and clever packaging styles that make the product attributes expressed clear at a glance, consumers will have impulse to consume. .

Summary: The shape of the wine bottle and the design of the packaging box include the pursuit of wealth and grandeur, as well as the pursuit of elegance and simplicity. Not all good wines, high-end wines must be packaged with gold and jade. If they are not gorgeous, they cannot reflect their family background. Maotai and Guijiu can be described as high-end, and they are not covered with vermillion. Although simplicity is not the only standard of beauty, wine packaging is a commodity and a pure work of art. It has cultural connotations and is the carrier of art. Wine packaging and decoration is a window into the economic era and should have a distinct sense of the times and the market. , with the cultural taste of modern people.

Liquor research report sample 2:

The conversations with some dealers during this survey were impressive. They put forward many suggestions, such as: establishing image stores, authorized stores, and designing There are many promotional methods such as setting up tables and counters. It is recommended that we focus on improving existing brands and not blindly develop them. We also mentioned that some of our state-owned enterprises have the same problem. For example: conservatism, lack of innovation, management needs to be improved, internal friction problems within the group, etc. Very pertinent! But many problems need to be solved step by step, but it is impossible to achieve immediate results! The market waits for no one. In terms of marketing and sales, we should make prompt decisions and seize business opportunities to take the initiative. Waiting! It means waiting to die! Fighting is the only way to survive! The following is a detailed introduction to this survey:

Part One: Market Overview

Yangquan City is the third largest city in Shanxi and is the largest city in Shanxi. The political, economic, educational and cultural center in the eastern part of the province is an important part of China's energy, heavy and chemical industry base. It has jurisdiction over three municipal districts: city, suburb and mine, and two counties: Yuxian and Pingding. The city's total population is 1.3742 million. Among them, the urban population is 846,700 and the rural population is 527,600. The city's urbanization rate reached 61.61. In 2012, the city's GDP was 60.2 billion yuan.

Changzhi currently governs 10 counties, 2 districts, and 1 county-level city: Changzhi County, Changzi County, Tunliu County, Huguan County, Licheng County, Pingshun County, Xiangyuan County, and Wuxiang County County, Qin County, Qinyuan County, urban area, suburb, Lucheng City. The population is 3.334 million, and the city’s GDP in 2012 was 132.8 billion yuan.

Jincheng is one of the 13 core cities in the Central Plains Economic Zone. Jincheng governs six counties (cities and districts) including Chengdu, Zezhou, Gaoping City, Yangcheng, Lingchuan and Qinshui, with a total area of ??9490 square meters. square kilometers and the city's population is 2.2791 million. The city's GDP in 2012 was 101.16 billion yuan.

Part 2: Analysis of the Current Situation of the Liquor Industry in the Three Places

From April 26th to 30th, production director Wang Weizhong led a group of six of us to visit Yangquan, Changzhi, and Jincheng Market research was conducted in three prefecture-level cities. Through surveys of terminal channels and consumers in the three places, and local business personnel collaboratively visiting key dealers, hotels, supermarkets and famous cigarette hotels, the following information was obtained:

1. Preference level

The preference degree of local consumer groups is mainly between 42 and 53 degrees.

2. Market environment analysis

1. The overall growth rate of China’s economy has slowed down, and the overall economic environment is not optimistic.

2. The implementation of various policies targeting food, especially liquor, has objectively slowed the growth of the liquor market.

3. The overall oversupply situation in the liquor market has formed and continues to intensify.

4. The inventories of various wineries and dealers at all levels are large, but the output of liquor is still on the rise.

5. The marketing methods of sales terminals are single, old and lack innovation.

Summary: Based on the above reasons, the competition in the liquor market has been unprecedentedly fierce, but it lacks effective stimulation of consumption, resulting in a vicious cycle of difficulties in sales, product backlog, capital backlog, and risk accumulation.

3. Competition situation analysis

1. Consumption range distribution: low-end liquor is 25 to 45 yuan; mid-range liquor is 46 to 80 yuan; high-end liquor is more than 81 yuan. The products of our factory are mainly low-grade liquor and a small amount of mid-grade liquor.

2. Main competitors: Fenyang Wang, Beitejia, Xinghuachun, Baijiu Laogen, etc. The main competition exists in low-end liquor.

3. Advantages: Having been operating locally for many years, it has relatively complete marketing channels; it has established a local store to pave the way for product structure adjustment.

4. Disadvantages: On the premise that the retail price is basically the same as that of competitors, the cost of our factory's products is relatively high, resulting in low marketing efforts, which is not conducive to the expansion of sales terminals; lack of innovation in promotional methods; sales staff Too little, and it is impossible to grasp market conditions in a timely manner and adjust accordingly.

4. 4P analysis of our factory’s local marketing situation

1. Products. The main pillar products sold by our factory are low-end liquor. At present, the competition in this range is unprecedentedly fierce. New products are continuously introduced into the market, and various promotional methods are constantly introduced. However, the profits in this price range are constantly shrinking.

2. Channels. Our factory's current sales channels are mainly small and medium-sized hotels and tobacco and alcohol supermarkets. At the same time, we have established specialty stores in Yangquan area.

3. Price. The pricing of our products is slightly higher than local similar products, but still at the same level.

4. Promotion. Mainly giveaways and draws.

Part 3: Suggestions

1. In view of the fact that our factory’s products do not have a cost advantage over similar products in the market, continuing to focus most of our energy on low-end liquor will only Let sales slowly deteriorate. We should consider adjusting the product structure, introducing new products in a timely manner, actively moving closer to the mid-range liquor market, leaving greater profit margins and operating space for the company, and formulating a detailed and long-term marketing plan for this, but we must also do a good job in research and not blindly develop . It is worth mentioning that the mid-range liquor market is just in its infancy and has great potential.

2. We should be committed to developing new marketing channels and transforming old sales channels, such as the specialty store system, which can be used as an entry point for product transformation. At the same time, greater attention should be paid to the rural market and its potential should be fully tapped.

3. Resolutely not engage in price wars.

4. Increase promotional efforts and continuously innovate promotional methods to attract consumers and drive product sales.

5. Strengthen customer relationship maintenance. Changzhi market and Jincheng market have very good dealers. The problem is that their energy is spread out and they represent multiple products. We should strengthen the maintenance of customer relations, mobilize their enthusiasm, and inspire dealers to occupy a larger market share, profitably, and achieve mutual benefit and win-win with our manufacturers.

Part 4: Summary

Through this survey, we have a personal understanding of the intensity of market competition. As the saying goes, a shopping mall is like a battlefield. In this battlefield without gunpowder smoke, it is indeed hard-won that we can have a place in the market today. The comrades in the sales department are indispensable and not easy!

We are very committed to sales. The understanding of the market is still very superficial, and the problems mentioned and the ideas for solving them can only be used as a reference. Let’s throw some ideas into the mix! Maybe some of our ideas and suggestions will inspire your work ideas and help our factory’s sales in the future!

Liquor Research Report Sample 3:

Lingxi Suggestions for the development of liquor

(1) Cultivate and build the liquor sector. Relying on the good reputation among the known people, it has won the trust of consumers in the northwest region of Lingnan, and the market space for further exploration is limited.

As an emerging industry in the Lingxi liquor development strategy, the liquor industry in the northwestern region of Lingxi has huge development potential, huge space, prominent geographical advantages, and superior development environment. It is adjacent to Russia and Mongolia and has vast space for the development of the liquor industry. Only the Far East region has a sales volume of 64,000 liquors. Kiloliters, the liquor exported to Russia through ports in 2012 was only 64.67 kiloliters. To this end, we should make full use of regional policies, location and other advantages to open up the Lingxi liquor industry to the international market and radiate the production base of the inland market, incorporate it into the company's development plan, break boundaries, clarify goals, strengthen measures, coordinate promotion, and truly cultivate the liquor sector Create a growth point for the company to accelerate its development.

(2) Innovative sales model. Innovate the system, improve the mechanism, give relatively independent management functions in terms of policy authority, sales methods, new product development, etc., establish a high-quality sales team, recruit professional sales personnel, formulate effective sales plans, and speed up the turnaround. Western liquor's shrinking market share. Create conditions for the liquor sector to expand sales channels and seize the market.

(3) Increase market development efforts. It is necessary to add 2-3 exclusive agents and specialty stores throughout the region, reduce the entry price of products, and reasonably adjust and control the profits of agents and dealers. ; Expand the number of operating outlets, enhance brand awareness, and strive to achieve full market coverage. Increase investment in the market and establish a strong regional brand through all-round investment at different levels such as brand promotion, channel promotion, and consumer promotion. It is necessary to do a good job in promotion work according to different markets, and increase the push of catering, retail, and group purchasing channels to make products sell quickly.

(4) Adjust product positioning in a timely manner. It is necessary to carry out systematic planning based on the actual needs of the current liquor market to meet the diversified needs of different groups of people, different markets, and different levels, and strive to develop and brew good liquor that is affordable, safe, green, and beneficial to health for the common people. Increase the development of various grades of liquor, enrich liquor varieties, appropriately reduce the price of liquor, create brand effects, and improve the market competitiveness of products. In particular, we should raise awareness of the importance of developing the mid- to low-end liquor market and diversify demand, continuously enrich the varieties of mid- and low-grade liquor, improve the quality of low-grade liquor, and seize the market share of low-grade liquor. At the same time, Lingxi Northwest is not only a famous port city, but also a famous tourist city in the country. In 2012, it received 6.054 million domestic and foreign tourists. For this group of people, a series of products that meet the different characteristics of export and mainland tourists should be developed, which is the liquor product of Lingxi Company. Facing two markets and laying the foundation for internationalization.

(5) Dig deep into the cultural heritage. Lingxi series liquor has local typical characteristics and strong cultural elements of border cities, and has dual attributes of material and spiritual products. It is necessary to integrate the cultural heritage displayed by the Lingxi series of liquors with the rich and profound cultural resources such as the unique ten thousand-year historical and cultural heritage of Lingxi northwest, the millennium grassland national civilization, and the century-old history of Lingxi northwest, and explore the cultural connotation of the Lingxi liquor brand.

Han. On the packaging of liquor products, the design of patterns should reflect cultural elements; in terms of promotional methods, small souvenirs that reflect strong regional characteristics and cultural connotations should be produced, which not only enhances the popularity and reputation of liquor, but also spreads local culture. Secondly, Those complement each other.

(6) Strengthen product promotion. Increase publicity investment and use TV media advertising, outdoor advertising, public service advertising sponsorship activities, hot spot hype and other forms to disseminate the brand ideas and brand value of Lingxi series liquor to consumers from different angles, allowing the public to experience the brand building process. Enrich promotion methods and launch various promotional activities according to changes in the consumer market. Promote the Lingxi series of liquor at large-scale events across the region such as science and technology exhibitions, ice and snow festivals, and investment project promotion meetings to increase its popularity.

(7) Standardize the market operating environment. Strict quality supervision and combat counterfeiting. We must insist on focusing on quality from the source and strengthen product inspection of liquor companies. In particular, we must increase the quality and safety testing of local small wineries and imported bulk liquor products, increase the post-processing of unqualified products, and eliminate product quality and safety problems. .

At the same time, it is necessary to establish a liquor quality evaluation system and publish inspection results regularly to create a safe, healthy and orderly market-oriented environment for the development of the liquor industry. Lingxi Liquor reverses its loss-making operation status as soon as possible and becomes an important engine for enhancing development vitality and power in the northwest region of Lingxi. It is gradually cultivated and built into a liquor production and processing base oriented to Russia and Mongolia and radiating to the mainland market.