Feng Gu Jiugui Began To Raise The Price Of &Nbsp; The Highest Rise Was About 20%.

Since January 1st, the whole range of wines and spirits has risen by about 10%, and the price range of Jiugui Liquor series has increased by about 20%. In addition, Jiangkou alcohol has begun to rise in recent years. The industry expects that the price of liquor will continue to rise in 2012. CNR yesterday made the above report.

A day ago, Xinhua reported that some famous hotels in Shanghai were flying 53 degrees ago. Moutai The retail price has reached 2180 yuan per bottle, but it was only 1680 yuan in mid 2010.

These are the epitome of the price increase of liquor in recent years.

Since the second half of 2011, the middle and high-end Liquor and Spirits The price increases are repeated.

At the end of August 2011, Wuliangye announced that the factory price of liquor products should be raised by 20% to 30% from September 10th. Subsequently, the the Yanghe River stock also announced that it decided to start the factory price of "blue classic" products from mid September. Raise About 10%.

The reaction of the terminal market is more obvious. Not only did Moutai break through the 2000 yuan mark, but the 52 degree Wuliangye also rose from 880 yuan in the middle of the year to 1109 yuan at present. In addition, among Thousand yuan The camp also has 1573 national cellar and the Yanghe River dream blue. By comparison, in 2010, the retail price of liquor over 1000 yuan (except a few years of wine and special wine) only Moutai.

"If you buy a famous wine like Moutai, buy it as early as you can, otherwise the price will probably go up later." Said a Wang surname manager of Shanghai Jie Qiang tobacco and wine chain corporation. As a matter of fact, some consumers are worried about the rise in the price of famous liquor and buy it in advance.

Shu Guohua, a liquor marketing expert, believes that the price of famous liquor will increase, and the dealers must drive up. In December 2011, the price department of Guangdong announced that Zhuhai port overseas Chinese Industrial Co., Ltd. Distribution The existence of price increases the price of Moutai liquor, and is punished by 500 thousand yuan administrative penalty.

In December 2010, Moutai announced the decision to raise prices. The factory price of Moutai flying at 53 degrees was raised from 20% to 619 yuan per bottle. and current The retail price of around 2000 yuan is more than 1000 yuan profit earned by the channel operators.

Shu Guohua analysis shows that Moutai is facing a dilemma: raising prices may further push up terminal prices. This will not only become a target of public criticism, but will also be faced with the dilemma of consumer loss and overdraft. No price increases, large profits left to distributors, bad shareholders of listed companies.

"It can be said that the real problem faced by Moutai is the lack of control over the terminal." Shu Guohua pointed out. To this end, at the end of 12 2011, Moutai shareholders' meeting came out, Future Ltd will focus on Building Direct stores. Number It may reach 100 or so.

Liu Yuan, Secretary General of the China liquor circulation association, said that "one hundred or two hundred Direct stores can not change the overall situation of terminal sales, but they can help Moutai recover part of its profits from the channel operators."

Liu pointed out that the most fundamental reason is that supply exceeds demand. "In fact, famous liquor did not increase in the past two years. During the financial crisis in 2008 and 2009, many consumers were in the doldrums, while liquor remained strong. Rigidity "

Because of origin limit The supply of famous liquor is unlikely to explode. Many people call for price stabilization from demand side.

Peng Sen, deputy director of the national development and Reform Commission, said recently that the consumption of public funds should be curbed, and the transparency of public procurement should be further increased, so that excessive consumption of alcoholic drinks and their prices would be reduced.