Model essay on liquor research report

Sample report on liquor investigation 1:

I. Overview of Jinan Market

Jinan is the capital of Shandong Province, a major coastal economic province in eastern China, and the political, economic and cultural center of the province. The total area is 8,227 square kilometers, and the total resident population is 5.69 million, including 2.222 million non-agricultural population. In terms of liquor consumption, Jinan market is one of the largest liquor consumption markets in China, and it is also a well-known hard-core market. Many brands come in a threatening manner and go in a crushing defeat. The analysis features are as follows:

The overall market capacity is large: it is conservatively estimated that the overall market capacity of liquor is about 500 million yuan or more.

High consumer loyalty: influenced by local culture, Jinan people have high overall consumer loyalty, which makes it more difficult for many new brands to get involved. But once Jinan market is opened, its market prospect and sustainable development momentum will be very attractive.

There are many brands, and the cost of expanding the market is high: there are no fewer than 20 brands that can form a climate in the market, and there are no fewer than 80 brands in the overall market. Wineries all over the country, including Sichuan wine, Guizhou wine and Anhui wine, regard Jinan market as a battleground. Because of the transitional competition between brands, it increases a lot of market expenses for the expansion of new brands, and the market risk is greater.

Second, the market brand analysis

Mid-range wine market

Mid-range liquor market is the mainstream of consumption in every market, and so is Jinan market, which has become the foothold of many new liquor brands. Many brands, strong promotion and lack of sub-concentrated brands are the biggest characteristics of Jinan mid-range wine market. Main price space: 20 yuan-100 yuan. Consumer places: high-end catering markets and supermarkets.

1, Baotu Spring

Since 1999, Baotuquan liquor has been firmly at the top of the highly competitive Jinan liquor market. In 2002, the sales revenue exceeded 200 million yuan, and the tax paid exceeded 50 million yuan. The product types ranged from several yuan to 200 yuan, and more than 80 products accounted for half of the Jinan liquor market. Especially in the mid-range liquor market, Baotu Spring occupies a decisive market position, and its "34-degree Baotu Spring" has become the mainstream of consumption in the whole Jinan liquor market. In the high-end catering market in Jinan, Baotuquan also controls the sales of most high-end stores by virtue of "local brand advantage". Taking Jinan liquor as the boss, Baotu Spring began to plot the whole province and the national market again. In mid-June this year, on the basis of ending the monopoly sales of several major agents, an independent marketing company was established, and recruitment was carried out with great fanfare, with the intention of entering the national market.

However, the development of Baotu Spring, in the decline of Lu wine today, also has great development resistance. First of all, can its "spring" culture break through the geographical restrictions? Spring culture is the cultural essence of Jinan people. Baotu Spring is the first of 72 springs and the representative of regional emotion in Jinan people's mind. This regional cultural adaptation of Baotuquan liquor is the most fundamental reason for its brilliant regional market. In Jinan market, Baotu Spring can make up for the shortcomings of other market factors by highlighting the "spring" culture and form an overall value advantage. Without Jinan market, Baotuquan's cultural advantages can't meet the overall value demand of consumers for alcohol consumption, and it is difficult for enterprises to open up the market. Secondly, there is a big competitive gap between Baotuquan and its peers in market control. It needs to be further improved in product structure optimization and terminal service promotion.

Step 2 cut your feet

Anhui Kouzi Group adopted the channel mode of establishing a branch in Jinan market, which formed the complementary effect between manufacturers and merchants. Through the market attack in recent years, it has established the position of the best-selling foreign wine brand in Jinan liquor market, especially in the middle and high-end catering market. Kouzijiao has become the main competitor of many liquor brands to enter Jinan market through exquisite market operation means and strong terminal support. In 2002, its sales in Jinan market exceeded 20 million yuan.

3. Baiziquan

Bai Gui's success in spring should be influenced by its big brother Baotuquan brand. In terms of product structure and packaging style, Bai Gui basically adopted imitation operation ideas in spring, and adopted price war and promotion methods beyond Baotu Spring at the terminal to erode Baotu Spring's market share.

4, little confused fairy

Since 1998 entered the Jinan market, Xiaohuxian Liquor has always taken "steady brand style", cultural marketing and differentiated marketing as the market entry points, and has occupied more than 0% of the entire mid-range liquor market in Jinan through solid terminal service strength and marketing ideas for old customers, especially in the business wine market. Nowadays, through the cooperation of Fu Xiaoxian, Xiao Brewmaster and other sub-brands, the overall development prospect of Xiaohuxian in Jinan market is very optimistic.

5. Jin Liufu

Jinliufu has always been the first choice brand of some consumers in Jinan market through the operation of Fu culture and the intensive terminal operation of Jinan Railway Purchasing and Supply Station (Jinliufu Jinan general agent), with high brand loyalty and occupying a large market space in supermarkets and wedding markets.

6. Liuyang River

Liu Yanghe entered the Jinan market in 2000, and has changed more than three dealers. The channel construction and terminal operation are not very stable. Due to its dealer policy and brand status, its sales in Jinan market are gradually declining.

7. Quanxing, Gujinggong, Beidacang, Centennial Store, Yilite, Chishui River, Kongfujia, Baxter, Jiugui Liquor and other brands.

Due to the restriction of various market reasons, Jinan market has never had a big climate, and it is mainly concentrated in a certain region or a certain place for relatively concentrated sales.

8. Tiancai, kinmen kaoliang liquor, wine and a pot of wine.

Because these brands have just entered the Jinan market, their development status is not very obvious now, but they are all aggressive and want to get a piece of "cheese" in the melee of many brands.

Low-grade wine

The low-grade liquor market in Jinan is dominated by Beijing Erguotou, Jianzhuang and Lanling. Through long-term market operation and brand cultivation, they already have a large number of loyal consumers, with high brand loyalty and high brand concentration in the consumer market. Price main space: below 5 yuan. Consumer places are mainly concentrated in: shops, low-end hotels, fast food restaurants and supermarkets.

1, Beijing Erguotou

The main sales places of Erguotou in Beijing are mostly middle and low-grade catering terminals and supermarkets. Influenced by its brand history and intensive market operation ideas, its market share has been very stable. However, in Jinan market, the sales of Beijing Erguotou in small shops are not optimistic because of the proliferation of fake wine and the price of products in previous years.

2. Jianzhuang

The brand appreciation of Wuliangye, moderate consumption price and high profit rate of terminal sellers are the economic reasons for Jianzhuang wine.

The main reasons for the good performance of the southern market. Consumers have a good reputation for Jianzhuang liquor brand, and their recognition is also good.

3. Lanling

As a local famous wine brand in Shandong, Lanling has a long history of development in Jinan market, especially the "Sifang" products of Lanling occupy most of the market space in the consumer market of migrant workers.

4. Wuhe Grenade, Kongfujia Grenade and other brands

Due to the high concentration of brands in Jinan low-grade wine market, these brands are affected by various factors, and their market share is gradually declining.

High-end wine market

Jinan, the capital of Shandong Province, is a concentrated city where major government agencies, state organs, military regions and major companies are stationed, and the overall consumption capacity, especially the consumption capacity of high-grade wine, is great. Moreover, influenced by the strong intervention of Jinan liquor market, the brand concentration of high-end liquor market is also very high. Main price space:1above 50 yuan. Consumer places are mainly concentrated in: high-end catering market, large supermarkets, brand stores.

1, Wuliangye, Maotai

As the two giants in China liquor industry, they have absolute market advantages in brand loyalty and designated consumption preferences. Wuliangye brand, in particular, caters to consumers' recognition through smooth sailing and other sub-brands, and has always been the first brand in Jinan's high-end liquor market. Although Maotai has greatly improved compared with the previous two years, it has always had a big sales gap with Wuliangye.

2. Fang Shuijing

Since 200 1 entered Jinan market, the rising star of high-grade liquor has become the leading brand of commercial liquor and government liquor with advanced value marketing mode and deep-pocketed terminal pressure of fidelity liquor industry. In particular, its targeted government marketing ideas laid the foundation for its high-end wine brand to take off and land in the market, and stabilized its market position as the third largest brand in Jinan's high-end wine market.

3. Jin Jiannan

Jin Jian South has not entered Jinan market for a long time, and its brilliant achievements in Hunan market are incomparable for the time being. Moreover, at the initial stage of listing, we invested in three high-end products and set up an entire East China market office in Jinan, which was impressive. However, due to the introduction of multi-product series, it may dilute the brand image of its high-end wine and weaken its brand value.

Third, Jinan catering market survey

There are more than 2,000 large and small catering terminals in Jinan, including about 400 high-end restaurants. Due to the large overall capacity, many brands and disorderly competition in Jinan liquor market, Jinan catering market has the market characteristics of high entry level, high sales expenses and unstable sales. Moreover, with the maturity of consumers' consumption concept, the consumption of self-contained drinks is gradually increasing.

Generally, the progress fee of hotels is between 2000 15000 yuan, the bottle opening fee is around 8- 15 yuan (products sold within 100 yuan), and the overall fare increase rate of catering terminals is around 100%.

Dominant price of catering market: around 50 yuan (catering market supply price).

The core leading product in the catering market: Baotu Spring with 34 degrees (the supply price in the catering market is around 45 yuan).

Recommended restaurants: Ginger Duck, Nishi Seafood, Jing Ya, Golden Horse, Taoyuan, etc.

Fourth, Jinan is still in the market.

There are about 30 large supermarket chains in Jinan, such as RT Mart (four branches), Ginza Shopping Plaza (two branches), He Jiong, New National Road (two branches) and so on.

The leading brands in Shangchao market: Baotu Spring and Jinliufu.

The entrance fee of Shangchao market is about 5000-20000 yuan, and it is very difficult to enter new products, even if they enter the sales environment.

Verb (abbreviation of verb) Jinan wholesale market

Jinan has never lacked a liquor wholesale market, but due to the changes in liquor consumption structure in recent years, the overall operating performance of its wholesale market is gradually declining.

Duandian liquor wholesale market used to be famous in China, and now it has become the warehouse of many big dealers, and the products are diverted to the main venues of foreign markets;

The East Outer Ring Wholesale Market was demolished due to municipal works;

Beiyuan Liquor Wholesale Market was closed due to poor management, and Ergong Market was also in a "neither dead nor alive" situation.

Market product status of intransitive verbs

Mainstream aroma type: Luzhou-flavor.

Mainstream products: mid-range: 34 degrees Baotu Spring; High-grade: 52-degree Wuliangye; Low grade: 50 degrees jianzhuang.

Mainstream: Mid-range wine is mainly low-alcohol wine; High-grade and low-grade wines are mainly based on height.

Mainstream price: the sales price of mid-range wine is between 60 yuan-100 yuan; Mass consumer price:1within 0 yuan; High-end products are above 200 yuan.

Seven. Advertising and promotion

1. Promotion method: it mainly includes bottle opening fee, unpacking fee, personnel promotion and gifts.

2. Promotional products: lighters, ballpoint pens, tea sets, small gifts, etc.

3. Public relations: rebate and hidden deduction are the main ways.

4. Advertising methods: TV media are mainly Shandong Satellite TV, Shandong qtv and Shandong Film and Television Station; Print media: Qilu Evening News is the main media.

Eight, dealer recommendation

Jinan Baozhen Trading Co., Ltd. Fang Shuijing Quanxing Daqu, address

Ji 'nan Daming Liquor Co., Ltd. Gujing Distillery and Shengli Beer

Railway supply purchasing station-Jinliufu

Yuan Bo Business Ningxiahong

Shuangming economic and trade brings a pot of wine.

Richang beverages Liuyang hejiu

Nine. market analysis

The market characteristics of Jinan market, such as large overall market capacity, high consumer loyalty, many brands and high market expansion cost, not only attract wine enterprises all over the country, but also improve the entry level and operational risk of new brands to expand the market. I hereby warn all liquor manufacturers that only by fully analyzing the market competition, combining their own enterprises, brands and product personalities, focusing on the implementation of market-oriented strategies, using innovative market strategies and meticulous market services, and preparing for a protracted war, can they get a slice of "cheese", otherwise it is very likely that the market and money will be empty.

Model essay on liquor research report 2:

I. Overview of Liquor Industry

Liquor refers to all kinds of colorless and transparent liquor brewed with koji and yeast as saccharifying and fermenting agents and starch (sugar) as raw materials through cooking, saccharification, fermentation, distillation, aging and blending.

According to the production technology, liquor can be divided into three types: solid method, solid-liquid combination method and liquid method. According to the flavor type of wine, it can be divided into maotai flavor type, strong flavor type, faint flavor type, mixed flavor type, rice flavor type and unique style type.

Second, China liquor industry development environment analysis

1. National policy environment. With the promulgation of the "eight regulations" of the central government in the future, the policy of restricting the consumption of three public places, which was implemented in 20 12, has further measures and contents. The government's efforts to promote work style construction, fight corruption and promote honesty are increasingly strengthened, and the information on official expenditure is increasingly open. The Central Military Commission issued "Ten Provisions on Strengthening Self-style Construction", which further expanded the scope of prohibition of alcohol. 65438+ 10 On 20 October, the General Office of the Central Committee issued the Notice on Printing and Distributing Important Instructions of Comrades on Practicing Diligence and Saving against Extravagance and Waste, and then the Central Committee issued six bans. This situation obviously inhibited the consumption of liquor, especially the sales of high-end liquor.

2. Economic environment. China's GDP is growing at a high speed every year, and people's living standards are generally improved, which gradually strengthens the consumption capacity of high-end liquor. Despite the global financial crisis, the liquor industry is not in the "international cycle", so the negative impact of the financial crisis is not particularly great. In addition, the anti-inflation ability of liquor sector also makes it less affected by inflation than other industries. At the same time, because of the scarcity of medium and high-grade liquor production and local oligopoly, the price increase ability is very strong, which corresponds to the strong market demand.

3. Social environment. China's huge population base has a great demand for liquor. Besides liquor itself, China's long liquor culture is also the main reason for the huge benefit prospect of liquor industry. In recent decades, the economy has developed rapidly and the people's income level has generally improved. Affected by this, people's consumption concept and behavior of liquor have changed. In addition to basic needs, people pay more attention to the brand of liquor, the quality of liquor and the services provided in the sales process.

4. Technical environment. According to relevant reports, by the end of 2009, there were 1 1 national enterprise technology centers in China liquor industry, which increased by nearly 50% in five years, which means that the liquor industry has achieved large-scale production and reduced production costs. In addition, through the introduction of high-end information management system, the harmony between supply and demand, cost, income and investment risk has been realized.

Thirdly, the market competition structure of liquor industry is analyzed.

1. The threat of new entrants. In the past few years, affected by the subprime mortgage crisis in the United States, the European debt crisis and the overall external environment, many export enterprises have faced operational stagnation and the destination of funds has yet to be determined. At the same time, the stock market downturn also led to the withdrawal of some funds from it, facing the choice of capital investment. Because some liquor sales and rectification enterprises are emphasized as investment projects by the local government, it is expected that more capital will enter the liquor industry in the future.

2. The threat of substitutes. The substitute products of liquor mainly include yellow rice wine, wine and beer. In recent years, beer has gradually taken the place of liquor to attack alcoholic beverages. The red wine market has maintained an annual growth rate of about 20% with the attitude of "dark horse", and yellow wine has also maintained an upward trend. In this context, the proportion of liquor production to alcoholic beverage production is bound to decline year by year, and low-end liquor is greatly threatened by these substitutes. High-end liquor contains high grade, high collection value and other added values, so the market position has not been greatly affected by the above substitutes.

3. The bargaining power of suppliers. The main finished products in liquor industry come from packaging and grain, accounting for about 40% and 20% of liquor cost respectively, while manufacturing cost, fuel power and labor cost account for about 16% of the cost. Therefore, the main suppliers of liquor industry are liquor packaging suppliers and raw grain suppliers. At present, packaging suppliers and raw grain suppliers have not formed an effective collection, so the bargaining power of liquor enterprises is strong, so the bargaining power of suppliers is weak.

4. The bargaining power of consumers. In the liquor market, there are many and miscellaneous low-end liquor brands, and consumers are mostly low-income people, which are highly sensitive to prices. Therefore, even if consumers have high price elasticity because of their diverse choices. Therefore, its corresponding bargaining power is strong. However, high-end liquor brands are strong, with strong independent pricing power, and consumers' price elasticity and bargaining power are slightly weak.

5. Threats from existing competitors. At present, domestic enterprises producing high-end wine have great advantages in technology, marketing, scale and development. Therefore, despite the rich profits, there are high barriers for low-end brands to enter high-end development. At the same time, due to various subjective factors, local famous wines have gradually become the main body of low-end liquor consumption, which has also increased the resistance of foreign brands to enter.

Fourth, the development trend.

1. The monopoly of high-end brands has intensified, and the competition in the liquor market is fierce. With the improvement of life quality and healthier consumption consciousness, the market demand for liquor has gradually changed to the pursuit of healthy life, quality life and taste life. High popularity, market praise and quality level have become another important basis for people to consider liquor. Therefore, the brand value and goodwill advantages of high-end liquor enterprises enable them to remain strong or even monopolize in the fierce market competition. In addition, in the low market environment, high-end brands enter the low-end market with sub-brand products, which also makes the industry competition more intense.

2. High-alcohol liquor is still the main market of liquor, and the distribution of liquor degree tends to be rationalized. Although all parties agree that the future development trend of liquor is low-alcohol, it is also the key to attract the younger generation and the internationalization of liquor. But so far, high-end liquor is mainly concentrated in high-alcohol liquor. "Unstable color, insufficient aroma and light taste" is a technical problem to be solved urgently in low-alcohol liquor, which will remain for a certain period of time.

3. Industry supervision tends to be strengthened, and the lack of industry rules and standards has attracted more attention. A series of events such as "buying loose liquor", "alcohol blending" and "plasticizer storm" on 20 12 have largely exposed the lag of legal policies on the standardized management of liquor industry and the serious lack of relevant rules and standards. Faced with the constantly exposed problems and the increasing pressure of public opinion, the supervision of relevant government departments and industry associations is bound to continue to strengthen.

Model essay on liquor research report 3:

In the research of liquor market survey information, through the comprehensive investigation of liquor brands related to the current market, the statistical results of liquor market survey are sorted out and analyzed, and the Wuhan liquor market survey report is summarized.

I. Introduction

Through two days' investigation on Wuhan alcoholic beverage market (mainly terminal market), the related markets are studied and subdivided. In the research on the feedback information of liquor market, the statistical results of market survey were sorted and analyzed through the comprehensive research on liquor brands related to the current market.

The purpose of this liquor market survey is to fully understand the differences in market share and consumer demand of liquor brands, predict the market this year and in the future, and subdivide the lifestyle, purchase methods and habits of Wuhan residents. The terminal performance and advertising of competitive brands were studied to provide basis for liquor brand sales.

Second, the market environment and prospect forecast

At present, there are 100 liquor brands (excluding brands) competing for market share, mainly Maotai, Wuliangye, LU ZHOU LAO JIAO CO.,LTD, Jinliufu, Liu Yanghe, Jiugui Liquor, Zhijiang Daqu, Bai Yunbian and Quanxing.

The leader, but also formed the scene of competition between Hubei local legion and foreign legion, but the relative share did not form a monopoly brand and the competition was fierce. The type of liquor is mainly Luzhou-flavor.

With the rapid expansion of the wine market, it has also diverted a certain proportion of the market share, and its main consumers are women and middle-and high-income people; There is also the beer market, which is also a profit growth point that cannot be ignored. However, with the increase of urban elderly population, and this consumer group also likes to drink liquor, and drinking liquor is also a more traditional consumption habit of our people, so the market prospect is very broad.

Third, the analysis of consumption characteristics

For consumer groups, factors such as income, age composition, purchase season and motivation psychology were considered during the survey, and the feedback was given:

Consumption ability: income is directly proportional to consumption psychology, and the consumption ability and purchasing practice of middle-aged and elderly people are greater.

Consumption motivation: drinking or giving gifts by yourself.

Consumption season: mainly in winter and spring.

Consumer psychology: besides the brand and price, we should also consider its model and packaging. The more added value, the more attractive the product.

Fourth, the purchase habit analysis

Drinking by yourself is mostly in convenience stores-

Supermarket-shopping malls to buy, giving gifts is the opposite. Consumers will also consider the credibility of each market.

An analysis of the brand status of verbs (abbreviation of verb)

The liquor market has developed for a long time, and each brand has a corresponding share in the market (except in special circumstances). While consolidating the existing market, brands actively develop new auxiliary brands, mainly focusing on winning consumers and increasing profits.

Sixth, terminal performance.

The research on the soft and hard performance of the terminal market shows that there are defects in the terminal appeal, and the feedback from two terminals shows that the corresponding working angle of the terminal is not in place, and the traditional kidnapping (supervision and inspection) function is also weakening.

Seven. conclusion

At present, all kinds of liquor brands formed in the market are indispensable in advertising to meet the needs of all levels and angles. In this way, because there are more opportunities to choose products, the market is also in a transitional stage, and the consumer groups will turn from simplification to diversification, which is an opportunity before the formation of a monopoly market.

Faced with the current market situation, manufacturers want to push their products to the market and then promote them. Then, we must analyze the market situation, changes and related decisions, so as to know ourselves and know ourselves.

A. We should make greater efforts to do a good job of terminals and give full play to their word-of-mouth and information functions.

B in the use of media, use planning means to provide better word of mouth and popularity, and then attack loyalty; Use newspapers, radio stations, posters and related POPs to bomb the market.

C sales channels, according to the characteristics of their respective brands and types, rational use of customers, give full play to the role of dealers.

D we should attach importance to brand value and improve its popularity and brand image.

In order to stabilize the market, advertisements should keep up with the changes in the market.

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