Only one year after the last price increase, the price of cattle has risen again。
It was announced that the oxen-mounted wine factory would increase the price by $6 per box for four oxen-mounted sprouts. Of these, 42 degrees 500 ml of cattle are well known to the general public。
And before that, the cattle mountain had announced several price increases。
When it comes to cattle, people always think about its simple packaging and the price of its own people. The price increases will keep the bulls far away from consumers
Six increases in four years
On 13 january, it was announced that, in view of the increase in the cost of operating production, the cattle-coast wine factory proposed to raise the price of 42 ° 125 ml, 42 ° 265 ml, 42 ° 500 ml and more than 4 items of cattle-coast sprouts at 52 ° 500 ml by $6 per box. The current price adjustment plan was implemented effective 1 february 2024。
In other words, the price of the four oxen silts has been raised by an average of 0. 5 dollars。
On 21 february, the consumer report looked at the official flagship shop in kyoto, the cattle bank, where the price of a box of 42° 500 ml was 185 yuan, an average of 15. 4 yuan。
On 21 february, consumers report visited a number of line-down shops and convenience stores in guangzhou city and observed that the cattle-coated pots currently sold by the owner of the line-down supermarket were concentrated in 42 degrees 500 ml and 52 degrees 500 ml. Low prices range from $15 to $17 and high prices range from $17 to $19。
A list of supermarkets in guangzhou city
A number of shops have not received any news of price increases. The owner of a liquor store heard about the price increase, asking the journalist, “didn’t the price increase before?” he said to the journalist that the price increase was only once over six months ago, from $15 to $16, and that it was not clear how much of the increase would have to wait until next time。
A list of supermarkets in guangzhou city
In addition, journalists visited some of the supermarkets in dongguan city and found that the prices of 42 degrees 500 ml and 52 degrees 500 ml were equally concentrated between $15 and $17 and $17 to $19. The owner told the press that notice of an increase had been received, with an increase of approximately $3 to $5 per case. As to whether the retail price in the shop would increase as a result, the owner indicated that it intended to clear up the inventory before deciding whether to increase the price。
In fact, the oxen mountains have experienced a high rate of price increases in recent years. In january 2021, february 2021, january 2022, may 2022, january 2023 and january 2023, prices were raised for the 100-year cattle-mountain series, cattle-mountain sprouts and some low-priced products。
Of these, on 1 january 2023, prices were increased by $6 per box for 42 °125 ml, 42 °265 ml, 42 °500 ml, 42 ° 750 ml and more than 5 ° 52 500 ml。
It is noteworthy that, in december of the previous year, sunsung agriculture, a brand-owned company, also publicly responded on an interactive platform that “the company has no offer”。
Multiple price increases were not effective and new product promotion was not up to expectations
Despite several price increases in cattle mountains in recent years, real data show that price increases have not led to significant growth in their performance。
The biannual report 2023 shows that the cow-mountain parent company achieved a total operating income of $6,211 million, including $4,553 million for the white wine business, a decrease of 7. 26 per cent over the same period. In terms of sales and stocks, in the first half of 2023, the sales volume of the core large product, 42 degrees 500 ml, was 18. 04 million litres, a decrease of 3. 93 per cent over the same period; the stock volume increased significantly from 269. 22 to 2. 65 million litres over the same period。
At the moment, the consumer perception of purchasing has become more rational and more focused on value for money. The increase in prices has undoubtedly weakened the “price-for-money” properties of the traditional large items of cattle。
China's food industry analyst, zhu danbong, believes that the oxen mountain itself does not have the space or the capacity to raise prices, and that it is not appropriate to raise performance and profits on the basis of such increases。
In addition, as consumer demands on the quality of ration and alcohol are increasing, the low-price advantage of cattle-mounted owners is gradually losing their attractiveness。
In judambhorn's view, as the number of entryers in the entire bare bottle is increasing, the oxen-mounted slabs are showing off, with no advantage in terms of packaging, taste quality, and security." after the entry of other brands of bare wine, the whole game of cattle has departed from the core needs and demands of new generations of consumers.”
In fact, the halo is becoming increasingly crowded. According to data from the china liquor industry association, the pv sector has been entering the fast track since 2013, with sales rising from $35. 2 billion in 2013 to $114. 6 billion in 2022, as well as the share of white wine collections from 7 per cent in 2013 to 18. 4 per cent in 2022, and the domestic pv market is expected to reach $150 billion by 2024. In the face of the overall congestion of the pv market, the cattle-mounted market was also divided and squeezed。
The cattle mountains are not entirely unaware of their own situation. In 2022, ox mountain introduced a “gold” for mid-stage wine and located a 30-40 dollar price belt. In september of the same year, at the dealer's congress and the golden script marketing stadium assembly, bull's shan publicly stated that it would take four years for the gold sprouts to be the “first largest piece of chinese white wine with pure food bottles at a price of 30 to 40 dollars” and planned to sell 2 million boxes in 2022 and to reach 5 million in 2023。
However, the promotion of new cattle mountains does not appear to have met expectations。
In the first half of 2023, a total of 4140. 98 litres were sold for gold. In the first half of 2023, approximately 690,000 boxes were sold, only 13. 8 per cent of the year's target。
The consumer report visited a number of supermarket convenience shops under the guangzhou line and searched for large-scale on-line express-market platforms without seeing any gold-marked products sold。
In response to increases in product prices, the distribution of new products, etc., the consumer report recently sent interviews to the cattle-mountains, and no response had been received as of the time of distribution。
