Every time when mentioning a major liquor production and sales province, Shandong, which has the label of “one county, one winery”, must be named. Although Shandong liquor is not well-known nationwide, thanks to the good local drinking atmosphere, the number of Shandong liquor brands is one of the best in the entire north. Industry insiders estimate that Shandong Province’s liquor market consumption is as high as 60 billion, ranking first in the country. Embarrassingly, Shandong’s 60 billion market now has lost 45 billion!
According to statistics, in 2020, the sales of liquor in Shandong Province will be about 60 billion yuan, and brands from other provinces will take away about 45 billion yuan of market share. Among them, famous foreign wines such as Moutai, Wuliangye , Luzhou Laojiao , Fenjiu , Gujing , Yanghe , Shede and other famous liquors from other places account for the majority, while more than 130 local liquor companies above designated size in Shandong can only Fight for the remaining market share of about 15 billion yuan. Under the background of friends and businessmen, the Shandong liquor produced by "one county, one winery" seems to be in decline.
Many people believe that this situation is related to the serious internal involvement of Shandong Wine. From the perspective of the overall environment, there are many real estate wine brands in Shandong, and most prefecture-level cities/counties have their own brands. They are generally small in size, low in price, severely divided among regions, and stick to the base county-level market. Without an outstanding liquor brand, and with industry competitors suppressing each other, it is difficult for Shandong liquor to compete with foreign liquor.
Fortunately, in recent years, representative companies such as Tuaqujing , Jingzhi Wine, Langyatai, Gubeichun , Corolla Wine , Baotuquan Wine, Lanling Wine are also trying to launch high-end products. , marketing system reform and other ways to break the situation. Among them, Jingzhi Wine has made slight progress in breaking through. Big data shows that in 2018, 2019 and 2020, the liquor business of Jingzhi Liquor Industry achieved revenue of approximately 999 million yuan, 1.222 billion yuan and 1.125 billion yuan respectively, and net profits of approximately 52 million yuan and 56 million yuan respectively. yuan and 75 million yuan (the above data are not audited).
Although Jingzhi Wine’s revenue is growing slowly, it is at least growing. In the current competitive environment of China's liquor stock-squeezing competition, Moutai, Wuliangye, Luzhou Laojiao, Fenjiu and other foreign liquors were chasing and intercepting them, and later they were intercepted and killed by foreign wines, red wines, beers, seasoning wines, , etc. Shandong Liquor's breakthrough The road is full of difficulties.
It is worth mentioning that as the people born in the 50s and 60s who are highly dependent on liquor gradually withdraw from the main consumption battlefield, the recognition and dependence on liquor is no longer as high as that of the people born in the 80s, 90s and 00s. On stage, the voice of "don't drink liquor" in the market is getting louder and louder. Today, domestic liquor consumption has continued to decline for five consecutive years, and total consumption is expected to continue to decline in the future. Shandong Baijiu and even other unknown domestic liquor brands are facing the cruel reality: either get stronger or die!
There is not much time left for Shandong liquor in the market today. Although Shandong's local liquor brands may be slowly growing, the current liquor market is not only involution, but also faces the intrusion of other alcoholic beverages, as well as the younger generation's weakening dependence on liquor. The growth rate of Shandong Liquor is too slow, and it is difficult to predict the future outcome.
