Long press the QR code or click "Read Original" to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to jointly explore the internet transformation path of the FMCG industry. With less than a month to go, the 2016 Autumn Sugar and Wine Fair will open in Fuzhou. Grasping future trends and selecting good products has become the focus for many distributors. Especially during the third adjustment period of baijiu, original perceptions of products have been completely disrupted by the internet and the new generation. Should distributors continue to lock onto high-end liquor, or choose mid-to-low-end, specialty, or customized products? At this crossroads, how can distributors seize new wealth opportunities? After visiting various manufacturers, customization institutions, and distributors, our reporter summarized several categories:

  1. Avoid high-end liquor; focus on the mid-range line From the current situation, the baijiu industry has experienced thirty years of rapid development, with ups and downs across three cycles: 1989-1999, 2000-2012, and 2013 to the present. Few star products have survived these adjustment periods, mainly national famous liquor big items like Feitian Moutai, Pu Wu (Wuliangye), and Jiannanchun. From the actual situation, the high-end liquor landscape is relatively stable, with Moutai and Wuliangye firmly holding the first and second positions, and setting a threshold at the 600 yuan/bottle price point. Therefore, whether it's Guojiao 1573 or Shuijingfang, crossing this threshold is difficult. In contrast, the mid-range price segment offers greater opportunities for new products. Zhu Youhua, Chairman of Sizhuo Strategic Consulting, believes: "From the current market situation, in the mid-range market, there are many brands with comparable sales, and you can see many big items. Among these big items, Yanghe's 'Blue Classic' (Hai Zhi Lan) performs most prominently, but in terms of sales volume alone, Blue Classic is the second largest item after Moutai. However, in terms of market share, if high-end Moutai and Wuliangye account for 70% of the high-end liquor market, Blue Classic may only account for a few percent in the mid-range. That's the opportunity!"
  2. The 100 yuan price segment lacks a national big item After the industry adjustment, regional strong brands began to tighten their battle lines to focus resources. When interviewing Zhang Weidong, General Manager of Hetao Liquor, he said: "During the industry adjustment period, don't develop blindly; move steadily, and survival is the top priority." Entering 2016, the industry seems to be showing signs of recovery, and for most people, liquor around 100 yuan/bottle is a suitable price for small gatherings with friends or personal consumption. This "100 yuan segment" is almost entirely occupied by local and regional famous liquors. Previously, Jinliufu's second and third star products were national brands, but now they are gone. Products below 100 yuan also lack national brands, becoming the domain of local liquors. If a product with brand power, product strength, and marketing capability emerges in this price segment, it could become the new star of the 100 yuan segment. From a market perspective, Yanghe and Gujing are currently the best brands doing the 100 yuan price segment in pan-regional areas. In 2015, Yanghe achieved nearly 1 billion yuan in market performance in Henan, mainly through Blue Classic and product series below 100 yuan. Recently, when visiting the Jiangxi market, local distributors reported that Yanghe is also actively attacking the Nanchang market, mainly targeting products around 100 yuan from Site. It can be predicted: the 100 yuan price segment will definitely become the domain of a few brands with brand power and ground attack capability in the future.
  3. Cultural retro style leads new trends Wang Weishe from Unique Consulting believes that baijiu is both a material and spiritual product, "and cannot just satisfy people's stomachs while ignoring their need for liquor culture. For three thousand years, the demand for liquor culture has permeated daily life. Although baijiu is everywhere today, after banquets, people's needs in this regard are hard to satisfy. How many people long to experience the tavern in Xinghua Village during Qingming Festival? How many people, having drunk liquor all their lives, want to see how baijiu is actually brewed? How many hope to accompany liquor with poetry like the ancients, to express their feelings? How many are tired of the drinking style of not leaving until drunk, and yearn for the table etiquette of sipping slowly? These needs have hardly been seriously noticed by baijiu manufacturers, but they truly hide in the hearts of drinkers, enough to support a vast liquor culture industry." In practice, Luzhou Laojiao's "60th Edition Luzhou Laojiao Tequ" follows a cultural liquor route. By restoring old liquor labels and using Guojiao 1573 as the quality standard, it provides consumers with a personalized product that carries the characteristics of the times while satisfying a special preference for "classic strong aroma." Therefore, even though this unboxed liquor has a group purchase price of around 300 yuan, it still gains recognition and favor from some government and business high-end individuals. Similarly, Jiangxi Lidu Distillery's "Lidu Gaoliang 1955" also excavates and restores old liquor labels from old liquor culture, using full-bodied aged base liquor as the main body, highlighting the aged aroma. After launch, it caused a great response in the province and won the Grand Gold Medal at the Brussels International Spirits Competition in 2015. This unboxed liquor has a group purchase price of 398 yuan/bottle and sells nearly 10 million yuan a year in Jiangxi. It can be seen that when culture becomes the next outlet for baijiu, the prospects for such products are still significant.
  4. Trendy and fashionable products can achieve "small but beautiful" With the internet's impact on life, especially the rise of the new generation, more and more personalized products with fashion and trends as main selling points are emerging. Undoubtedly, the success of "Jiang Xiaobai" has driven the development of the small liquor industry, and the impressive performance of Wailang (Wai Zui Lang) and Lu Xiao'er in dining terminals once again proves that such products have vitality. When interviewing a distributor of Lu Xiao'er, he said: "Now, consumers who go to restaurants to drink without bringing their own liquor usually gather with a few friends. Each person has a small bottle, controlling the total amount, and it's also enjoyable. Many people think this is psychologically more relaxed than opening a 500ml bottle at the start, and it's more pleasant to drink." Small liquor satisfies this group's psychology of baijiu consumption, so it develops well. Another category, such as Lang Ge and Xiaomi Kung Fu, integrates fashion and sentiment, paying more attention to consumer needs in taste, striving for lower alcohol content and fashionability, to meet the consumption psychology of the new generation who have dual needs for style and quality. These products seem niche, but they are actually a re-segmentation of consumer groups, fully capable of achieving the goal of "small but beautiful."
  5. Regional major distributor customized products should not be underestimated Two years ago, customized liquor was very popular. But because customization is niche or directly connects with consumers, the overall volume is small, so many distilleries cannot solve the contradiction between quantity and cost, making "customized liquor" a seemingly beautiful field. So, what is the concept of "regional major distributor customized products"? Can it resolve the above contradiction? In fact, "regional major distributor customization" is not new. The earliest cooperation between Yilite and Zhejiang Shangyuan can be seen as a prototype of this model. With the hollowing and fragmentation of competition in the baijiu market, only national famous liquors like Moutai, Wuliangye, Jiannanchun, Yanghe, and Luzhou Laojiao can achieve nationwide success with a single product; most are limited to a certain region, requiring intensive cultivation. This provides development space for a new generation of regional customization. During interviews, our reporter learned that new changes have emerged in the customized liquor field: companies like Jiulongcang integrate upstream famous liquor resources and possess high production technology, allowing them to craft products exquisitely. As long as the upstream liquor quality issue is solved, developing products is their forte. They also have market development capabilities, able to customize exclusive products for a specific county or district. On one hand, this avoids direct competition with mainstream products of famous distilleries; on the other hand, distributors have complete pricing power, brand rights, and operational rights, which is what many people with strong product operation capabilities in a region aspire to. Jiangxi Zengpintang, backed by research on regional liquor culture, restores old liquor labels and distillery products, while innovating drinking scenarios to directly capture consumers. They customize liquor culture with local characteristics for distributors in a region, meaning "locals drink local liquor and learn about local liquor culture." This new model is also highly welcomed by distributors. Source: Tangjiu Kuaixun New Food Era · New Distribution —— 2016 China "FMCG + Internet" Summit Forum —— This is a grand event focused on how the FMCG industry channels will transform under the trend of internet+ transformation Agenda 09:00-09:30 Registration 09:30-09:35 Host opening 09:35-10:05 2016 China FMCG Industry Trend Analysis Report — Zhao Bo 10:05-10:25 Transformation Strategy and Path for FMCG Enterprises — Liu Chunxiong 10:25-10:45 Opportunities and Challenges Brought by FMCG Channel Reform — Liu Zhao, CEO of Waiqin 365 10:45-11:25 Alibaba Retail Link Full Empowerment — Guo Kunkun, Alibaba Retail Link 11:25-12:00 Roundtable Forum — Brand Transformation: Improvement vs. Reconstruction? (Guests TBD) 12:00-13:30 Lunch 13:30-14:00 Distributor Transformation: Urban Distribution Trends — Wang Qi, CEO of Weijie City Distribution 14:00-14:30 Roundtable Forum — Why Should Distributors Do Logistics in Transformation? 14:30-15:00 Detailed Explanation of Zhongshang Huimin's One Machine, Two Wings Strategy — Su Xiaoxin, VP of Zhongshang Huimin 15:00-15:30 Detailed Explanation of Zhanghe Cloud Factory Strategy — Yang Lixiang, Zhanghe Tianxia (Content TBD) 15:30-16:00 Supply Chain Finance as Lubricant for B2B Driving Traditional Business — Chen Xian, CEO of 51 Order 16:00-16:30 Principles and Approaches for 2B Investment — Xu Xiaoping, Founder of ZhenFund (Guest TBD) 16:30-17:00 Small Retail, Big Opportunities: Transformation and Upgrade of Chinese Retail — Wang Jianfeng, GM of E-commerce Division, Yurun Group 17:00-17:30 Roundtable Forum — Who is the King in FMCG B2B Models? (Guests TBD) 18:00-20:00 Dinner For manufacturers and distributors who want to transform, this grand event is not to be missed. Interested friends can long press the QR code below or click "Read Original" to register. Registration: Long press the QR code below or click "Read Original" ↓↓↓ Click "Read Original" [Register] ↓↓↓