At the moment when the high-end of liquor comes roaring in, the liquor market has shifted from category competition to brand competition, the future head heat and high-end heat are overwhelming, the thousand yuan market entrants are numerous, the price of liquor is also rising, and the thousand yuan price has become a must-have place for all wine companies.

Recently, the price benchmark of high-end wine in the front row has shown a significant upward trend, and the players in the back row have a new game position in the thousand yuan price battlefield. Moutai released its new strategic product Moutai 1935 in January this year; On April 14, Qinghua Lang will raise the factory price by 100 yuan, becoming the first famous wine product in the liquor industry with the factory price exceeding 1,000 yuan; 

It is understood that the current official retail price in the thousand yuan range of liquor has more than 20, strong flavor, fragrance, sauce flavor and other flavors have layout. Enterprises step up in the thousand yuan price belt to occupy the first place, the limited price space is crowded with complex products, these wine enterprises are all the way to catch up or run a game?

01, thousand yuan liquor into the mainstream

At present, the high-end liquor market with a thousand yuan price has reached 120-140 billion yuan, and will climb to 200 billion yuan in the future, from the national strategy to consumption upgrading, and then to the trend of high-quality transformation demand in the liquor industry, thousand yuan price products will be rapid development during the "14th Five-Year Plan" period. China has made remarkable achievements in economy, individuals and technology in the development time of ten years. The rapid development of economy and the increase of per capita income have a huge stimulating effect on personal consumption. The liquor industry in this decade, can experience a brief downturn and rapid development, an important element is the rapid rise of business wine and price upgrades, all of which are dividends brought by the development of the country. In the "14th Five-Year Plan", one of the core contents has determined the construction of domestic large circulation, domestic and foreign double circulation economic system. Among them, the domestic great cycle will focus on promoting employment, increasing residents' income, and then comprehensively promoting consumption.

From a macro point of view, driven by the upgrading of consumption, as an important core price belt of China's high-end business wine, the expansion and growth of the thousand yuan price belt is also sustainable. Under the policy background of vigorously promoting domestic demand and tapping consumption potential, China's retail consumer market will usher in a new round of outbreak during the "14th Five-Year Plan" period. Thousand yuan price products and economic prosperity has always maintained a close relationship, economic prosperity is bound to promote the prosperity of business occasions, and with the current trend of liquor consumption upgrade, thousand yuan price will become the mainstream price segment of business social. Liquor industry unique consumption, gifts and social attributes, in the period of rapid development of the country, will enjoy various dividends of economic development.

02, the head of the wine enterprises to fight first

The market size of thousand yuan with liquor is expected to exceed 200 billion yuan in 5 years. At present, in addition to Moutai, the leading enterprises of each flavor type almost lock the main single product in the thousand yuan price belt, 

Driven by these head enterprises, it will bring further expansion of the thousand yuan price belt. At the same time, it is not difficult to see that the mainstream attributes of the thousand yuan price are nothing more than the head wine, the head sauce wine and some provincial wine taps. This also means that the thousand yuan price belt has a certain threshold, and with the addition of more players, the thousand yuan price belt track is about to become crowded, after the expansion, enter the stock competition stage, the competition will be fierce.

03, among the high-end grab the head

As the current environment changes, the effectiveness of methods to shape demand has diminished, even though the demand is still there. In the case of products, consumer demand is declining while supply continues, the relationship between supply and demand is broken, and sustainable transactions are reduced. Wine enterprises hope to enter the second-high-end, increase the price band of 1,000 yuan, and strengthen the ultra-high-end, which means that enterprises must output more advanced credit resources and capabilities, and reshape the law of credit construction at the level of target consumers, so that enterprises can form a sustainable state of product transactions at the higher price level. The thousand yuan price belt will become a very important market segment in the future, and is more likely to be the main driving force and support for the growth of famous wine companies. An institutional research report shows: "It is expected that in 2022, the price of 1,000 yuan will usher in a period of rapid expansion of opportunities, and leading wine enterprises with systematic competitive advantages such as brand, quality, channel and organization are expected to benefit."