There have been two deep impressions on the liquor industry. First, the inventory is not a burden, not only does it not need to make provision for impairment, but it turns into inventory appreciation in any case; second, it seems that liquor price can be raised all the time, especially for medium and high-end liquor. I'd like to talk about the price increase of liquor today.

In the past few decades, most liquor has experienced a sweet cycle of price rise. High end liquor is a typical example. In the eyes of foreign wine, it is a very strange thing. Feitian Maotai from a few yuan a bottle, to today's retail price of two or three thousand, hundreds of times the increase. Wuliangye, Luzhou Laojiao and other famous liquors are also. In the past, they were all for a bottle of several yuan, and the increase is huge. But this kind of seemingly taken for granted is rare in the world. China's rice wine has not reached this situation, so does foreign wine. In my opinion, this is a special case, and it is likely that this situation will not happen again in the future. The reason is that:

1、 The terms of purchase are different. In the past, the low price of liquor was corresponding to the planned economy. At that time, the price and income were actually weakly related, but now the price and income are strongly related. In other words, with the increase of income in the past, when there was more money, it was not necessary to buy famous liquor, and quota was needed. Now, as long as you have money, it is always easy to buy. In that case, it is possible that in the past many years, the income has increased, but due to the quota, you still can't buy it, that is, the potential of consumers cannot be connected. This is not the case now. It is basically fully connected.

2、 The base is big. 10 yuan per bottle to 1000 yuan, 100 times over. And 100 times from 1000 yuan is 100000 yuan per bottle. This may also be caused by inflation, but at present, it is still a relatively distant matter.

3、 There are more competitors in the market. And consumers are relatively constant. In the past few decades, the population has increased and the income has increased. In the next few decades, the population rate will not increase as in the past, that is, the growth rate of consumers may be smaller. However, the brand and quality of liquor have been improved rapidly in recent decades. And in the last decade, many new forces of liquor appear, but let the old players surprised!

Therefore, we should be cautious about the future liquor price increase strategy, or think that it is a relatively reliable path to seize the market of other brands and achieve the increase in quantity.