In recent years, the liquor consumption category has ushered in a trend of change. Maotai-flavor liquor has suddenly emerged under the leadership of Maotai liquor , and has made great progress and has become the "darling" sought after by the market.
In April 2021, at the National Sugar and Liquor Fair, known as the "barometer" of China's alcohol industry, more than 60% of the booths were Maotai-flavor liquor. Participants flocked to focus on Maotai-flavor liquor. Therefore, 2021 is also regarded as the “first year” of Maotai-flavor liquor.
Wang Wei, vice president of Zunyi Liquor Association and Renhuai Liquor Association of Guizhou Province, said in an interview with a reporter from China Consumer News: From 2012 to 2020, my country’s liquor sales have increased from 13.1 million to 13.1 million. Kiloliters decreased to 7.4 million liters, a decrease of more than 1/3. But at the same time, the market size of Maotai-flavor liquor is on the rise, with sales rising from 3% to 8%. In 2021, the sales revenue of sauce-flavor liquor will reach more than 20% of my country's liquor industry, sauce-flavor liquor will enter an unprecedented era of prosperity! The reason is that the high quality and investment attributes of Maotai-flavor liquor are the foundation of this round of Maotai-flavor craze. high-end quality caters to consumer upgrade needs. Consumption upgrades have become popular in the past two years, and people have begun to pursue quality consumption. Maotai-flavor liquor is carefully brewed from pure grains through complex processes. There are strict restrictions on each production link, including strict raw materials and harsh production areas. , complex technology, and long-term storage ensure its high quality, soft, full, harmonious, and pure taste when drinking, including the durability of the aftertaste after drinking, and the comfort of not getting drunk after sobering up, it is precisely based on this This high quality has conquered more and more liquor lovers, and this quality advantage has been continuously amplified under the trend of consumption upgrading. Currently, most of China's consumption is in the "second era of consumption" and the "third era of consumption". There are still many consumers pursuing high-end quality consumption, especially the trend of consumption upgrading. jiangjiu has collection attributes. The process of making Maotai-flavor liquor is complex, following the process of making koji during the Dragon Boat Festival, adding sand to the Chongyang Festival, adding materials twice, cooking nine times, fermenting eight times, and extracting wine seven times, which determines that it can make full use of microorganisms and exert themselves The effect makes it reach the state of "the older it gets, the more fragrant it becomes". This also means that the investment threshold for Maotai-flavor liquor is very high. The production of high-quality Maotai liquor takes 4-5 years. It will take about 5-10 years for the winery's quality system to stabilize and form its own style. The entire production cycle is long, the output is small, and the items are rare, resulting in sauce-flavor liquor having strong collection properties. Nowadays, the price of sauce-flavor liquor on the market has achieved full price and coverage. Each price segment is filled with a large number of sauce wine products, and the competition has further intensified. has entered the stage of perfect competition: the degree of marketization is high, Competition is fierce, and differentiation and concentration are indisputable facts. In this context, where will Maotai-flavor liquor go in the future. 1 tends to be rational and enters the cooling-off period As far as capital is concerned, liquor, as one of the hot tracks in the consumer field, is a deterministic opportunity for capital and has always been favored by capital. Maotai-flavor liquor as an industry The current development prospects of the preferred flavor are widely optimistic. The anti-cyclical nature of makes it still in a high-growth posture. will inevitably receive continued attention from capital. The investment enthusiasm in the sauce and wine industry will not weaken, and it will tend to be rational and enter the industry calmly. Expect. At the same time, affected by market differentiation factors and policy factors, Maotai-flavor liquor needs strong capital that adheres to long-termism. As an ordinary investor, calmness does not mean pessimism. Chinese wine culture and food culture have very similar origins. It has the largest consumer market in the world. Maotai-flavor liquor has unique taste, cultural heritage, flavor connotation, and opportunities of the times. Incomparable innate advantages, consumer demand is the essence of the market situation that determines the flourishing of brands and the contention of hundreds of schools of thought. The product structure of different price points and different market positioning is determined by diversified consumption levels and consumer needs. Under the guidance of value, the sauce-flavor type Liquor will show the trend of "one super market with multiple strengths, batch layout, and parallel development of multiple production areas". 2 Focus on big single products of big brands When the market is in the dual competition of scale and brand, differentiation intensifies, and large-scale and strong-brand sauce companies are more competitive in the market.Under the Matthew Effect, big brands will continue to maintain With rapid growth, it will become increasingly difficult for small-scale and weak-brand sauce wine companies to survive, and they will gradually be eliminated by the market, and their market share will also become more concentrated. Long-term high-quality production capacity of sauce wine is scarce. In order to cope with the rapid centralization of brands, more and more sauce wine companies will concentrate their resources to create large-scale single products, and first select core large-scale single products for release, so as to brand their products or turn their products into stars. . For example, China Guijiu Group Co., Ltd. (hereinafter referred to as China Guijiu Group), a partner of the fine wine chain, focuses on the core brand of "Sixteenth Generation" and supports the development of "Sixteenth Generation·Twelve Zodiac Cultural Commemorative Wine·Rat" and "Ten Years". A series of zodiac cultural wines such as "Six Generations of Tianqing·Year of the Tiger Limited Liquor" use the "1+N" strategic direction to build a moat of brand power and ensure the steady development of the brand. 3 Digital technology empowerment Since China’s economy has entered the Internet+ era, digital transformation has been one of the focuses of major enterprises. The development of the sauce and wine industry also requires digital technology to empower. Many companies have implemented digital marketing systems with the help of IBM, achieved "control and profit sharing" through digital transformation, etc. to solve channel sales problems, collected data through digital tools, and integrated and analyzed user data through big data engines to analyze users' needs. Consumption preferences and behavioral habits are further analyzed to obtain a complete and clear user portrait and precise user group positioning, so that more accurate content output can be effectively carried out and brand culture can be efficiently created and disseminated. returns to the consumers themselves. In addition to being used for self-drinking and banquets, the demand for collection is also prominent. Some companies use forward-looking vision to seize user touchpoints. The Meijiu Chain platform is based on blockchain technology and IoT smart warehousing. uses technology to solve the pain points of the liquor trading market such as difficulty in identification, storage, and circulation. uses physical things to solve the problem. The networked smart warehouse and the service platform based on blockchain technology help alcohol consumption and collection users to provide one-stop services of "real wine identification + third-party warehouse management + smart warehouse receipt circulation". The rapid rise of Maotai-flavor liquor is not an accident, but an inevitable trend in the quality upgrading and flavor development of Chinese liquor. It is a major change in the category structure, brand structure and market structure of China's liquor. Under the changes, as an individual who wants to collect Maotai-flavor liquor, he still chooses a big brand as much as possible. has a strong brand moat, production capacity and quality control capabilities, high consumer recognition, and maintains its growth rate and occupies the top position in the market competition. With its subordinate status, there is a certain security guarantee; in addition, there are difficulties in identification in liquor market transactions, and the circulation speed of big brands in the secondary market is more guaranteed. fine wine chain technology empowers fine wine collection 
