As the Mid-Autumn Festival and National Day are approaching, more and more promotional methods have emerged in the liquor market. In addition to offline stores, online e-commerce has also launched "direct discounts on hundreds of styles", "limited appointment rush purchases" and "tens of billions of subsidies" and other activities, such as enjoying a Huawei mobile phone when spending over 219 yuan on Xijiu, discounting RMB 120 on designated Wuliangye products when spending RMB 219 or more, and winning a Yunnan Changyou Card when spending RMB 2,999 or more on Yanghe Haizhilan.
As the first complete consumption recovery season after the epidemic, the industry’s expectations for liquor consumption during this year’s Mid-Autumn Festival and National Day are generally high. It can also be seen from the various promotional methods that wine companies are working hard to compete for the "double festival" consumption scene of the Mid-Autumn Festival and National Day. So, before the Double Festival arrives, let’s take a look at the consumption situation in the liquor market in August.
According to relevant data from the Whale Consultant e-commerce data analysis platform, in August this year, the sales volume of liquor on the JD.com platform was nearly 2 million, with sales of 1.5 billion+, a year-on-year increase of approximately 27%. The average market price of products also showed an upward trend year-on-year, with an increase of approximately 27%.
*Data comes from Whale Consultant-Industry Trend Analysis (obtained from public channels, data is for reference only)
Following changes in the market, among the top 10 best-selling brands in the liquor market, the sales of many brands have shown a positive growth trend year-on-year, such as Moutai, Wuliangye, Fenjiu, Luzhou Laojiao, Xijiu and Wuliangchun. Among them, Moutai and Wuliangchun have experienced larger increases. In August, Moutai's sales increased by approximately 137% year-on-year, and Wuliangchun's sales increased by more than 1,760% year-on-year.
From the perspective of transaction volume, the Moutai brand is still ahead of other brands. In August this year, Moutai liquor’s monthly sales were 530 million+, and its sales market share exceeded 34%. Wuliangye ranks second, with monthly sales of 260 million+ and a market share of 17%. In addition, the sales of the remaining brands are all below 100 million yuan.
*Data comes from Whale Consultant-Brand Ranking Analysis (obtained from public channels, data is for reference only)
In the list of best-selling products, the top 10 best-selling products are all from Moutai and Wuliangye. Among them, the number one in total sales is the Moutai brand's "53 Degree 500ml Kweichow Moutai Liquor Feitian Moutai". The monthly sales of this product More than 28 million.
In addition, Moutai’s various Maotai-flavor liquors and Wuliangye’s Luzhou-flavor liquors are also popular in the market. For example, Maotai’s “Feitian Maotai-flavor liquor 53%” has a monthly sales of nearly 25 million yuan, and Wuliangye’s “Pu Wu” The monthly sales volume of the eighth-generation strong-flavor liquor 52% is 22 million+.
*Data comes from Whale Consultant-Hot-Selling Product Analysis (obtained from public channels, data is for reference only)
Now the Mid-Autumn Festival and National Day are approaching. In September, we will continue to pay attention to whether the festival stimulus and the active promotion methods of liquor companies can further promote consumption in the liquor market.
Whale Advisor data comes from public sources, and the data acquisition may be incomplete. The analysis results are for reference only.
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