daily economic news
2023-01-22 20:20:01
◎Beverage companies are taking advantage of the high-traffic stage of the Spring Festival Gala and a series of actions during the Spring Festival to make a strong start and bring confidence to channels and consumers.
◎Judging from the “dominant screen” of many wine companies in the Spring Festival Gala of the Year of the Rabbit, companies are still optimistic about the marketing impetus of the “top-tier” Spring Festival Gala. In addition to TV sets, the recovery of sales terminal confidence will also bring new breakthroughs in the performance of wine companies.
Every time the reporter Xiong Jianan every time the editor has more articles
Unknowingly, the Spring Festival Gala has accompanied generations of people for 40 years. During this period, the Spring Festival Gala has always been the program with the highest ratings during the Chinese New Year.
CCTV’s top streaming platform and the top IP of the “Spring Festival Gala” are the stage where many brands compete to “show off”. In the 2023 CCTV Spring Festival Gala, the “Baijiu Corps” composed of Wuliangye, Yanghe, Shede Liquor, etc. is undoubtedly the “most beautiful boy” among the sponsors of this Spring Festival Gala.
In the past year, the liquor industry has undergone deep adjustments. From the perspective of the industry, with the steady development of the social economy and the gradual recovery of consumer confidence, the Chinese wine market is expected to resume a good momentum of development in 2023. The above-mentioned wine companies are taking advantage of the high-traffic stage of the Spring Festival Gala and a series of actions during the Spring Festival to make a strong opening battle, show the strong prospects of the liquor industry to the industry and outside, and bring confidence to the channels and consumers.
Image source: video screenshot
Seize the Spring Festival Gala Traffic Highland
Since its official opening in 1983, the CCTV Spring Festival Gala has developed into one of the promotion platforms with the highest communication volume, the widest coverage and the greatest influence in China. Way.
In the CCTV Spring Festival Gala in 2023, the well-known liquor brand “Group” appeared. Advertisements for Xijiu, Jinjiu, Wuliangye, Yanghe, Gujing Gongjiu (SZ000596, stock price 288.95 yuan, market value 152.7 billion yuan), and Shede Liquor before the start of the “Group Screen” party.
In addition, the figures of the liquor “beautiful boys” also run through all links of the official start of the Spring Festival Gala.
Wuliangye (SZ000858, stock price 208.72 yuan, market value 810.2 billion yuan) appeared as the exclusive interactive partner of the 2023 CCTV Spring Festival Gala “Harmony Gift” and joined hands with CCTV to send a 100 million yuan “Harmony Gift” through title authorization and host oral broadcast , Press the screen prompt bar, scrolling subtitles and other methods to reveal.
Yanghe shares (SZ002304, stock price 183.11 yuan, market value 275.9 billion yuan) “Dream Blue M6+” appeared on the CCTV Spring Festival Gala, ringing the New Year’s bell for the people of the whole country on time at zero o’clock. .
Image source: video screenshot
Shede Liquor (SH600702, stock price 166.46 yuan, market value 55.46 billion yuan) was exposed through the host’s New Year’s greeting broadcast, sketch implantation, and advertisement broadcast before the Spring Festival Gala.
Guotai Liquor Co., Ltd. sponsored the performance of CCTV Network Spring Festival Gala on January 14, built and launched brand exhibition halls in Xi’an North Railway Station, Zhengzhou East Railway Station, etc., and opened the large-screen information broadcast of “Hundred Cities and Hundred Business Districts” in the central areas of major cities .
Looking back on the history of the Spring Festival Gala for decades, the baijiu brand has always been its “big advertiser”, and has also won the “Big King” of the CCTV Spring Festival Gala many times. For example, the first “Biao Wang” of the CCTV Spring Festival Gala was the Confucian banquet wine that was only a small winery in the county seat of Shandong Province at that time. After appearing on the Spring Festival Gala, Confucian Banquet Wine achieved a sales revenue of 918 million yuan and a profit and tax of 380 million yuan in 1995. You must know that even Moutai only opened the sales threshold of 1 billion yuan after 2000.
On January 22, Xiao Zhuqing, a liquor marketing expert, told the reporter of “Daily Economic News” via WeChat: “The Spring Festival Gala is a very important marketing method, and all the famous wines have seized the Spring Festival Gala to build their brand IP. Through the Spring Festival Gala, they can meet with consumers, Convey the presence of its own brand. I think the Spring Festival Gala is not only a platform for advertising, but also a platform for displaying corporate strength and corporate image. It is an important marketing theme that can create topics for a long time and has IP attributes.”
Image source: video screenshot
Can top stream boost terminal sales confidence
In the past year, the liquor industry has entered into a deep adjustment. The channel inventory is high, and terminal sales are not smooth, even in traditional peak seasons such as Mid-Autumn Festival and National Day, which affects industry confidence to a certain extent.
Against such a special background, this year’s “Spring Festival Gala + Baijiu” cross-border linkage is considered by the industry to boost channel and consumer confidence, and inject new impetus into market dynamic sales.
Xiao Zhuqing said: “The appearance of liquor brands in the CCTV Spring Festival Gala is more to give confidence to the channel. Because there is a large amount of after-sales inventory in the entire liquor sales channel, this kind of confidence can make the wholesalers, retailers and retail terminals of the channel trust the winery. There is a better future, the order of the market can maintain the price management system of the spread.”
Judging from the recent channel visits by the reporter of “Daily Economic News”, the current terminal sales of liquor have also shown improvement.
“The situation (this month) is quite gratifying. Customers are rushing to say ‘you send it to me quickly’. This is more interesting. I haven’t heard this voice for two or three years, so I was a little A little excitement, this is the return of confidence.” Wang Wei, the boss of Shanghai Borui Wine Co., Ltd., recently lamented the recurrence of the phenomenon of customers urging shipments.
Li Fang (pseudonym), a dealer in the Wukuaishi large-scale wholesale market in Chengdu, recently told the reporter of “Daily Economic News”: “This year, more people bought good wine (high-end wine) than in previous years, and the consumption level has also improved. (Some consumers I think) New Year’s gifts should be given better. As you can see, I’m really busy (referring to being too busy), and I haven’t eaten breakfast yet.”
“January is off to a good start. I think difficulties still exist, but everyone needs to be more optimistic…We still have confidence and expectations for this year.” Wang Wei said, “In the long run, There is no problem with the market, and I absolutely agree with the industry.”
It is worth mentioning that all the wine companies listed on the Spring Festival Gala of the Year of the Rabbit have achieved good performance growth in recent years. Since 2016, Wuliangye has achieved double-digit growth in revenue for six consecutive years; Gujing Gongjiu, which has landed in the Spring Festival Gala for many years in a row, has grown from less than 2 billion yuan in 2010 to about 13.3 billion yuan in 2021; Yanghe shares last year The revenue in the first three quarters has exceeded the whole year of 2021; in 2022, Xijiu’s sales will exceed the 20 billion yuan mark.
In the long run, many institutions believe that the liquor market will start from a weak recovery and continue to accelerate. Guotai Junan Research Report predicts that starting from the second half of 2023, the liquor industry is expected to return to a period of upward performance.
Judging from the “dominant screen” of many wine companies in the Spring Festival Gala in the Year of the Rabbit, companies are still optimistic about the “top-tier” marketing impetus of the Spring Festival Gala. Besides TVs, the recovery of sales terminal confidence will also bring new breakthroughs to the performance of wine companies.
