has been a bit worried these days. As a liquor practitioner, although the island is isolated overseas with a small population and the economy can only be said to be promising, for many national brand liquor companies, it always feels like there is no layout. Something is missing, let’s lay it out. What price range should we import? What kind of distribution model? Where is the goal of advertising and advertising? Do the islanders know each other using simplified characters? There are also the construction of warehousing and logistics systems, etc. Every issue is worth pondering!
Of course, if we are determined to become a national brand and we want to deploy the market in 32 provinces, municipalities and autonomous regions across the country, we must not miss any one, so the island market must be opened. Of course, the first step is to plan the situation first, how to open the island market, so that the people of the island can drink authentic Daqu Kunsha sauce wine, authentic Wuliang strong fragrance, single grain strong fragrance, Daqu Qingxiang, and combined fragrance Fengxiang Baiganxiang, etc., you also need to first understand the current market status of Daodao.
Recently, due to the epidemic, there is no way to do actual market research. Friends in the circle have not gone to the island to do market research. We can only collect relevant information from the Internet and organize it for everyone. Take a look at Figure 1. Come on, if you are in a hurry to plan, then you still have to think carefully about the issues I mentioned at the beginning after having fun.
Overview of the liquor market on the island
According to statistics, the current total population of the island is more than 23 million, which is slightly less than that of the Magic City. Based on the current per capita consumption of liquor in my country, it should have a capacity of more than 11 billion, but the island’s People prefer foreign wines and are not very interested in liquor. There is no association such as the Liquor Association to make statistics. It can only be roughly estimated based on the data released by real estate wine leaders that there are about 65 billion . The number seems not small, but in the current famous wine circle, there are many people who exceed this value, Guangbai There are now more than 10 wine companies worth over 100 million yuan.
Competition pattern
The competition pattern of liquor on the island is somewhat similar to the Shanxi market, showing a situation where one company is the only one. In Shanxi, Fenjiu accounts for more than 60% of the share. On the island, the monopoly is more obvious. The market share of Kinmen Kaoliang Liquor, the provincial leader in wine, is as high as 80%. I don’t know if this figure is an exaggeration, but it is definitely over 60%.
Below, I will briefly introduce several liquor brands on the island. These are all real estate liquor brands that we need to compete with or acquire in the future.
1, Kinmen Sorghum Wine
This wine can still be seen in the mainland. It is a large-capacity light bottle wine with a paper label glass bottle, especially in the southeastern coastal area. The distribution rate is still relatively high, but the overall sales are average. After all, There are too many mainland brands, and there are so many masters, and they have all fought their way out from thousands of troops. Compared with the marketing level and the grasp of the market, they are still much higher than Kinmen Kaoliang Liquor.
Therefore, the main grain-producing area of Kinmen sorghum wine is still in the province. According to published data, its revenue reached its peak in 2013, with revenue of 15.2 billion NT$ that year, which is about 3.4 billion yuan when converted. Since then, it has been declining year by year. I don’t know whether it is due to the lack of fighting ability of young people or the economic downturn. According to this development trend, even if it recovers and grows in the past few years, it will most likely not exceed 4 billion, and it will still be among the second-tier famous wines/provinces. The wine faucet is in the camp.
2, Baba Tunnel (the author only found out after Baidu)
This is really a pit. It was originally built by the islanders to avoid pirates. After the Kuomintang was defeated, the island was deepened and reinforced. Later, the owner of Matsu Winery saw it. The humidity and temperature of this tunnel are quite suitable for to store wine, so it is used to store the produced wine. Facts have proved that the "cave storage" of liquor is indeed reasonable. Since then, the 88 Tunnel has officially made its debut. After years of development, It's well-known on the island.
3, Yushan Moutai
There is also Moutai on the island. This is not a copycat version. This was brought there with the equipment and people.It seems that the name Maotai is not just famous now. It was famous all over the world more than 70 years ago, so you have to bring it with you even when you go to the island. However, the requirements for the production area of wine sauce wine are too high. After all, after the founding of the People's Republic of China, we have not thought about brewing Moutai in other places, but we can't get the same flavor without Maotai Town.
Yushan Moutai is affiliated to Taiwan Tobacco and Liquor Co., Ltd., which is currently the largest tobacco and alcohol company on the island. It is backed by a big tree to enjoy the shade. In addition, Moutai is famous and its market share is said to be second only to Kinmen Kaoliang Liquor.
Okay, the above is a brief introduction to the liquor market in Daodao.
It is worth mentioning that the liquor flavor standards on the island do not follow the standard system we have formulated. Therefore, if we develop the market in the past, we still need to do a good job in consumer education, category education, craft education, and historical origins. 12987, There are still a lot of things that need to be done, such as the ten ancient methods!
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