On December 1, there was news that the ex-factory price of Wuliangye was going to increase. The specific product was the 52-degree eighth-generation Wuliangye. The ex-factory price increased from 889 yuan to 969 yuan, an increase of nearly 9%. Wuliangye Company responded to the price increase yesterday, saying that the overall background of this price adjustment is due to the long-term existence of overcapacity and insufficient supply of high-quality production capacity in the current liquor industry.
Some dealers said that they have received news of price increases but have not yet received a formal notice. In the secondary market, Wuliangye closed at 220.56 yuan per share on December 1, and its stock price rose 1.17%. From the industry’s point of view, under the lead to take the lead in price increases, other brands that are under increasing cost pressures are more likely to “follow up” in the future.
According to sources from various sources, Wuliangye distributors will have a change in the price of the newly signed contract next year. The unplanned price of the 52-degree eighth generation Wuliangye has increased from 999 yuan/bottle to 1,089 yuan/bottle, and the planned price is 889 yuan/bottle. No change, the contract volume inside and outside the plan is 3:2. Based on calculations, the ex-factory price of the eighth generation Wuliangye has increased from 889 yuan to 969 yuan, an increase of nearly 9%, which is consistent with the ex-factory price of 53% 500ml Feitian Moutai.
It is understood that ordinary Wuliangye is the most common “crystal bottle” Wuliangye currently on the market. It has been gradually upgraded from the first generation to the eighth generation. The last price adjustment was in 2019. year.
Wuliangye is not the first wine company to start the white wine price increase war. On November 26, Shandong Jingzhi Liquor Sales Co., Ltd. issued a notice of product price increase. On November 27, there was news that Jiannanchun’s high-end product, Crystal Jiannanchun, will increase its ticket price by 20 yuan per bottle.
From the industry’s point of view, Wuliangye’s price increase strategy has not been successful every time. The current price of Moutai has not been increased, and the increase is more difficult. Nevertheless, Wuliangye’s price adjustment may still have a certain role as a weather vane. Some insiders believe that due to factors such as rising upstream raw materials and production costs, the whole liquor industry may be accompanied by price increases to varying degrees, but now that leading brands take the lead in price increases, other brands are more likely to “follow up”. (All media reporter Tu Duanyu)Return to Sohu to see more
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