How do wine packaging companies respond to the recovery of the alcohol consumption market?

[Keye Network () News] In recent years, affected by the "restricted three public consumption" and "prohibition of alcohol", China's alcohol consumption market performance is sluggish. Wine packaging The printing companies were also affected by this, and the overall performance declined. Among them, the orders of large-scale and strong enterprises fell by about 15%, and the orders of most other enterprises fell by about 30%. After more than three years of product structure adjustment, the alcoholic beverage market showed signs of recovery in 2015, but the relevant people are not optimistic about this, and the wine consumption market has entered the new normal state has become the consensus in the industry. As a supporting supplier of alcoholic beverages, wine packaging and printing enterprises can only seize the opportunity and meet the challenge if they grasp the development trend of the market and give full play to their own advantages and implement the long-term development strategy.

The new normal of the alcohol consumption market

Table 1 shows the market operation of China's brewing industry from 2013 to 2015. It can be seen from the above that under the dual role of market regulation and policy guidance, the alcoholic beverage market has rebounded in 2015, mainly due to the continuous increase in the number of enterprises above designated size and the growth of economic benefits. On the other hand, the analysis of the total output of wine, the increase in sales and profits, indicates that the economic growth in the past year was mainly due to the accumulation of old wine, and the problem of overcapacity in the market still exists.

Table 1 Market operation of China's brewing industry from 2013 to 2015

Since 2003, China's brewing industry has been chasing all kinds of capital due to high profits, and its production capacity has been expanding. At the same time, the increasing demand for high-end liquor has led to a serious imbalance in the market structure. The problems accumulated over the years have been ignited by the “prohibition of alcohol”. It broke out completely. Say goodbye to the "Golden Decade", the wine consumption market under the new normal mainly shows the following characteristics.

1. Strong market demand and market orientation change

Although the market is temporarily depressed due to the influence of the country's macroeconomic regulation and control, alcohol products as a mass consumer goods contain spiritual and cultural attributes, and the facts recognized and accepted by the public will not change. At the same time, the national living standards and spending power are increasing, and the market demand for alcoholic products is still strong. However, unlike the past, the future wine consumption market will be guided by Internet thinking, driven by consumption, and return to an era of focusing on cost performance. The market orientation of alcoholic products will gradually shift from “production-led” to “user-led”. .

2. Internet marketing becomes a new channel

According to incomplete statistics, as of 2015, there are as many as 11 liquor companies working with e-commerce companies such as Jingdong, Tmall, Jiuxian, and 1919, including famous liquor companies such as Luzhou Laojiao and Wuliangye, and beer such as Tsingtao Brewery and Zhujiang Beer. Enterprises have also cooperated with e-commerce. In addition, wine companies are also actively building O2O platforms, such as Tsingtao Brewery launched the "Tsingtao Express" APP, Moutai wine industry launched the "Moutai Cloud Business" APP, Guizhou Renhuai established the "Internet sauce liqueur" e-commerce The platform also established an e-commerce alliance. The biggest advantage of Internet marketing is the low input cost, the vitality of the consumer groups, the interactivity and depth. In addition, during the “13th Five-Year Plan” period, the state implemented the “Internet+” action plan, and the transaction supervision mechanism was further strengthened to combat counterfeiting. False, can strengthen consumer confidence. With the Internet Express, the liquor consumer market has found new marketing channels.

3. Personalized wine becomes a trend

With the rejuvenation of consumer groups, the characteristics of individualized and diversified consumption have become mainstream, and personalized custom wine has become an important way for wine companies to explore differentiated consumption channels. Personalized custom wine packaging is often combined with the Internet, mainly including corporate wine, wedding banquet, birthday banquet, 100-day banquet, classmates and other exclusive wines (as shown in Figure 1), which can quickly meet the individual needs of different consumer groups. To bring more experience value to customers. Well-known wines such as Wuliangye, Maotai and Xifeng wine have been opened with corresponding personalized customization channels, such as setting up a special group purchase customization department and opening a customized website for custom wines. Personalized custom wine is a direct expression of the market from “production-oriented” to “user-led”, catering to the market demand of mass consumption, and has great development potential.

Figure 1 Personalized wine case

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