In our gift wine market after investigation, found around the gift wine consumption situation different performance. Therefore, according to the present market situation is different, we conducted a comb, from different angles to gift wine market complete a go on a pilgrimage.
Different habits lead to choose tendency between
Liquor consumption behavior is based on the habit. Different places have different consumption habits indicated that this point. For example, in the northeast, kaoliang is the mainstream of consumption; In zhejiang and sunan area, rice wine consumption crowd is far higher than white wine. But in the present gift wine market, due to the different local consumption habits lead to the consumer in the gift on the choice of wine with difference.
Especially in the gift wine structure elements choose different, such as brand, the choice of packing all showed a different phenomenon.
In the brand importance aspects. Most of the area or in the brand in the first place, like in Beijing, hangzhou, nanjing, Harbin, etc of the market, consumers are more attention gift wine product awareness, especially in nanjing field. As a distribution gift wine merchants said, before the Mid-Autumn festival gift wine market, is basically maotai, wulianye, shaoxin series brand of the world, like some dozen edge ball products is hard to impress the consumer. And in tianjin, taiyuan, xian, etc of the market, in the brand loyalty is not very high, especially in the low-standard market, many unknown gift wine in this and good sales.
In the packaging of selection. For example, in guangzhou field, luxury, atmospheric packaging comparison by consumers of all ages. There's a famous company gave reporters said they recently in guangzhou market research found that nearly a third of the consumers are more care about gift wine packing how to. And in the packaging color go up to also have the difference, as in north China, southwest and other regions bright red color is more rhubarb by the consumer favorite, in east China, central China and other local prefer to red as the background, golden yellow mass-tone products.
The different channels to influence price difference
In the gift wine sales process, most of the marketing channel is more onefold, such as in the wholesale channel, shang superb, and more gift wine is in the business of super for sale. But with all the store sales increase, group purchase channels to open the gift wine sales price is also different.
First, in most parts of the quotient super, gift wine selling price mostly in 100-300 yuan between, but in some megastores, gift wine mainstream price is somewhat on the high side. Like in Beijing, hangzhou and market, is basic in 400-800 yuan between. Second, in the wholesale access channel, gift wine price is compared commonly on the low side, mainly concentrated in the 100 yuan under, as in taiyuan, zhengzhou, tianjin market, 50 ~ 80 yuan gift box pack liquor is more popular. And according to the dealers xian introduces, between urban and rural areas in the place such as gift wine price is more to lower, even now there are specific to the market there have been some 10 ~ 20 yuan price box pack liquor, and in the holiday market sales good also. Third, now in some markets, gift the wine is also as the focus of the sales channels. Like in nanjing field, gift wine in the group purchase channels, has made the good performance. Such as jiangsu business gift wine 1 gold said, they are acting maotai wine year Lord go group purchase channels, price about 1000 yuan, in the Mid-Autumn festival and this time to walk quantity good.
Different areas lead to different sales situation
At present, in liquor market has shown some more distinct regional characteristics, therefore also formed the different regional characteristics. And in gift wine market, different regional market also led to the market all over in the gift wine sales have different status.
First of all, the gift wine market competition is intense, especially that appeared on the market some well-known brand to gift wine market impact. For example, in lanzhou, xian, qinghai market, this kind of phenomenon is more obvious. According to local some gift wine dealer introduction, appear in the market now a lot of gifts wine products, and mostly are some of the troops of miscellaneous brands, but this does not affect these products sales, because these products are mostly the price is low, even 10 yuan right-and-left breed. And these products listed is the most direct impact on the market more confusion, which not only for some mainstream brand sales have influence, still make gift wine prices maneuverability is reduced, gift wine profit space also increasingly reduce, and even affected some merchant's enthusiasm.
Secondly, in hangzhou, guangzhou, Shanghai and other market, some consumers are more interested in foreign wine consumption. According to hangzhou gift wine business merchants lu manager introduction, in this time before and after the Mid-Autumn festival gift wine market, remy Martin, horse, dad and liquors have good sales, especially in JingPinWu etc in the store of liquors become part of a gift of choice for consumers, therefore, for the gift box pack liquor sales caused the impact, which sent a festival gift wine on the market share of the market has decreased.
In addition, in tianjin, zhengzhou, taiyuan, market gift wine sales situation look more hot, basically be high middle-and-low grade market gift wine has go quantity, but all walk quantity generally, there is no particular brand. So, for the gift of wine products it, but do not have much more special earnings. However, due to the market no brand leader, and gift wine sales space also is bigger, perhaps these market gift wine chance to let more.