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1997年以来,我国的白酒市场,特别是名白酒市场发生了很大的变化,呈现为忧多喜少的局面。过去的那种“皇帝女儿不愁嫁”的时代已成为历史。具体表现在:一是去年底到今年初的元旦、春节市场,大家所公认的几个“龙头”酒——茅台、五粮液、剑南春,进入旺销季节后价格反而大幅度下降,比去年七、八月份的白酒销售淡季价格还要低。在淡季,全国市场批发价格分别是:260-270元、260-275元、110-120元,而到旺季后的批发价格下降到200-210元、220-230元、105-115元。下降幅度为23％、15.4％、 4.5％。这是酒史上从没有的,属于一种很不正常的情况。由于“龙头”酒的市场价格大幅度的波动,给整个酒类市场带来的负面效应也相当大,也波及到其它名白酒。二是畅销的名酒品种越来越少。过去有“三分天下”的说法,现在用来概括的市场已不行了。畅销品种没有三分之一了,倒是滞销的品种不止三分之一。三是淡季时间长,旺销时间短,过去的名酒被戏称为“皇帝女儿”现在也“愁嫁”了。总的来说,目前全国名白酒市场前景不容乐观。各地商家在旺季进货都持谨慎态度。预计今后名白酒的市场趋势是:畅销的品种还会减少,滞销的品种还将增加;名白酒
Since 1997, great changes have taken place in the liquor market in China, especially in the famous liquor market, and there has been a situation where there is more worry and less interest. The past era of “the emperor’s daughter did not marry” has become history. Specifically: First, from the end of last year to the beginning of this year’s New Year’s Day, New Year’s Day market, everyone recognized the number of “leading” wine - Maotai, Wuliangye, Jiannanchun, after entering the sales season, the price has dropped substantially, compared to last year’s 7.8 The price of white liquor during the off-season is even lower during the month. In the off-season, wholesale prices in the national market were: 260-270 yuan, 260-275 yuan, and 110-120 yuan, while the wholesale price after the peak season dropped to 200-210 yuan, 220-230 yuan, and 105-115 yuan. The decrease was 23%, 15.4%, and 4.5%. This is never a history of wine and it is a very abnormal situation. Due to the large fluctuations in the market price of the “leading” liquor, the negative effects on the entire liquor market are also quite large, and it also affects other famous liquors. Second, there are fewer and fewer popular wines. In the past, there was a saying of “three points of the world”, and the market that is used to summarize now is no longer acceptable. There is no one-third of the best-selling varieties, but more than one-third of the unmarketable varieties. The third is the long off-season period, and the short sales time is short. In the past, famous wines were dubbed “the emperor’s daughter” and now “married”. In general, the current outlook for the national white spirit market is not optimistic. Merchants around the country are cautious about buying in the peak season. It is expected that the future market trend of white spirits will be that the best-selling varieties will be reduced, and the slow-moving varieties will also increase;