Alcohol consumption gradually recovers faster than expected, returning to "fireworks"

Holidays are an important node to stimulate domestic demand and activate consumption potential. In the past three years or so, the epidemic has compressed the liquor consumption scene, and the Chinese liquor market seems to be overwhelmed by Mount Tai. Especially in 2022, due to repeated epidemics, domestic liquor pipeline stocks will rise. Since 2023, consumption scenes such as family gatherings and daily banquets have begun to recover, and the domestic liquor consumption market has begun to recover. The Spring Festival in 2023 is very lively for many people. Going home, reunion, entertainment, visiting friends, etc. are all on the agenda.

As a social and meal product, liquor sales during the Spring Festival also outpaced the acceleration in recent years. In this regard, industry insiders pointed out that liquor, as a consumer product with strong social attributes, has always been a strong player during the Spring Festival. Whether it is the brand, terminal or the capital market, this Spring Festival period baijiu has performed well, and behind this is the implementation of strategies such as expanding the consumption base and breaking through high-end wine.

It is understood that Yuncang Winery is affiliated to Hainan Yuncang Winery Co., Ltd., which is an online sales platform for traditional wine business, and is a member unit of China Wine Association. HOMANLISM Baijiu, a brand of Yuncang Winery, is jointly endorsed by three stars, Lu Liangwei, Wu Qihua, and Period . Joy is a good meaning for HOMANLISM Baijiu.

The initial product launched by HOMANLIS is the Maotai-flavored liquor in Maotai Town, Guizhou Province. The Maotai-flavored liquor is used as an entry point . For the gift box wine with wine accessories, cooperate with powerful manufacturers in Maotai Town to strictly select products; however, as a baijiu brand, HOMANLISM Baijiu is also actively contacting manufacturers of strong-flavor and light-flavor types. In the future, it is not ruled out to launch multi-flavor types based on the same brand A series of liquors to meet the different tastes and consumption needs of consumers.

As soon as the Spring Festival holiday came to an end, the terminal sales of HOMANLISM Baijiu, a brand under Yuncang Winery, came to the battle report. Regarding the marketing strategy and product sales of the Spring Festival, the reporter interviewed Himile Baijiu and learned that since the Lunar New Year, the sales of HOMANLISM gift box wines have exceeded 50%, and the sales of liquor gift boxes have increased by more than 10 times year-on-year. Generally speaking, the peak season for liquor sales starts from the Mid-Autumn Festival to the end of the Spring Festival of the following year. This year's Spring Festival has added fire to the end of the peak season in terms of sales growth.

The Spring Festival is the peak season for traditional wine consumption, especially the month before the Spring Festival is the peak season for gift wine consumption. As the haze of the epidemic gradually recedes, residents' consumption has returned to "fireworks" during the Spring Festival this year, and alcohol consumption has ushered in a trend of recovery in the peak season. Secondly, under the background of returning to hometown, consumption in the liquor market is stimulated. People seem to have returned to the Spring Festival three years ago. The Spring Festival has once again become the peak season of the liquor market. The passenger flow of supermarkets in various places has rebounded, and the sales of liquor and mass products have recovered rapidly. , Some products are out of stock, and the age of goods is also shortened compared with last year.

Alcohol consumption has gradually recovered at a faster-than-expected speed, and has rebounded sharply, fully reflecting the resilience of the Chinese economy. With the end of the Spring Festival holiday and the release of various data, it is expected that the overall sales data of liquor during the Spring Festival this year will be optimistic, and the sales performance of some local traditional liquors will be more prominent. It is expected that the demand for mid-to-high-end liquor will continue and will accelerate recovery after the festival.