Moutai and Tsingtao Brewery are one of the few products that can directly equate the city with the brand. Recently, two kings of different tracks, their heads came to a summit dialogue, it can be said that when the golden wind and jade dew meet, it will cause infinite waves.

From the distant view to the peak dialogue

Liquor and beer, the two are almost distinct tracks on many levels.

From the enterprise level, the two have different camps and circle of friends, and there is not much cross-border news between them. From the market level, liquor has always been the mainstream of Chinese alcohol, while beer and other types of alcohol have always been supporting roles. Existence; from the consumer level, there is overlap, but there are also elderly people who give up beer due to age and people who cannot accept high tastes; from the experience level, high-end liquor often exists with small and beautiful tastings, while beer is often sacrificed A crowded "Carnival". At each rum and wine fair, the distinct regional division of liquor and beer and the huge difference in forum level can feel the different charm of the two.

In the past few decades, these two beverage circuits have undergone earth-shaking changes, and the participants have experienced nine deaths.

At the liquor level, the head of the city is transformed into the Great King Banner. Fenjiu once relied on the advantages of rapid expansion of scale and had the glory of "Fen Boss". Wuliangye, which has a keen sense of smell in the market, has also been around, showing the demeanor of the king. Not to mention the various wine companies that were short-lived due to CCTV bidding. In the end, Kweichow Moutai became the leader of the wine industry with an overwhelming advantage.

At the beer level, it is even more tragic. Apart from local brands' fighting, international giants still regard the Chinese market as a strategic highland. In the past few years, it was a strategic location for expansion and expansion. Until the past two years, the overall market for the five giants has been determined. Various voices of factory closures continue.

In two different tracks, Moutai and Qingdao are the two kings of the moment. One is the highest peak of liquor, and even condenses the Chinese millennium wine culture to a certain extent, calm and restrained, but the domineering overflow that can't be concealed, and every move is attracting attention; the other is the leader in the domestic beer field, representing to a certain extent This is the trend of young and low-grade self-drinking, especially the high-end and high-quality products in the past two years. In the past, Moutai and Qingdao have always been the mode of sitting on the mountain and looking away.

On August 17, Gao Weidong, Chairman of Moutai Group, had a discussion with Huang Kexing, Chairman of Tsingtao Brewery Group. This was the first formal meeting between two cross-category wine companies and attracted the attention of the industry.

According to the Kweichow Moutai News, the two parties discussed brand culture and quality adherence. In terms of specific content, in addition to the mutual praise between the two parties on their respective brands and cultures, Gao Weidong said, “Moutai is willing to increase exchanges with Tsingtao Brewery, establish a long-term exchange of visits mechanism, and promote the Chinese wine industry through exchanges and mutual learning between enterprises across categories Better development." Huang Kexing said, "Tsingtao Brewery and Moutai have the same quality persistence and business philosophy. Beer and liquor are complementary to each other on the consumer side of the market. Tsingtao Brewery will learn from each other with Moutai and promote high-quality development of the enterprise."

Just as the hot word mentioned by the two heads of the dialogue-high-quality development, behind this peak dialogue, I have to mention the changes that have taken place in the domestic beverage industry in recent years, and the whole society is driven by the middle class. The general trend of consumption upgrade.

Young and high-end

In addition to the differentiation of liquor, famous wines are no longer superior, and begin to pay more attention to even cater to the young people's market; after beer has finished fighting, it is no longer the impression of mouthwash, and it begins to erode the high-end market. Young and high-end have become the epitome of the high-quality development of the entire industry, and the consumption upgrade behind it is also the core of the hot consumer stocks in the A-share market.

As far as the liquor industry is concerned, differentiation has become the consensus of the industry, and the "two advantages" are becoming more apparent. The high-end wine market represented by "Mao Wulu" is constantly sinking to compete for middle and low-ranking market resources. Niulan Mountain in the field of "civilian wine" is rapidly conquering the city. As a result, in the A-share liquor companies, while some companies have made a lot of money, some companies have already begun to lose money. Kweichow Moutai bluntly stated in its 2019 annual report that the liquor industry has moved from high-speed growth to a new stage of high-quality development, showing three major development trends: quality first, increased differentiation, and increased concentration.

"Differentiation" and "high-end" have become the most common industry analysis terms since last year. If the high-end pattern of liquor has stabilized, then the high-end beer has just started and is still in the stage of speeding up. Not long ago, Tsingtao Brewery launched an ultra-high-end beer. At the new product launch conference, its No. 001 product was sold at a high price of 480,000. This is just a microcosm of the current Chinese beer giants' increasing high-end market. Only Tsingtao Brewery has launched high-end products in recent years such as August, Fortune Dangtou, Classic 1903, and pure draft beer.

Another trend towards high-end beer is that the popularity of craft and fresh beer is heating up rapidly, and a number of niche craft brands have emerged. With comfortable taste, personalized creativity, beautiful appearance, etc., the high-end beer market is increasingly attracting the attention of young people, especially from the rum fair, you can feel the vitality of the beer exhibition area, which is in sharp contrast with the adjacent liquor exhibition area. . Moreover, in the gap between the two, the reporter also saw various flower and fruit wines, cultural and creative wines, targeting young people.

"Young is the future", the youthful fashion wave, after the spoiler Jiang Xiaobai appeared, has grown in the liquor company. The new generation of young people has become the target that major liquor companies have to pay attention to and put down their body to cater to. Luzhou Laojiao has repeatedly exploded Internet celebrity products, cross-border perfumes, ice cream and other eye-catching, small bottles of Constellation series wine, Panda series wine, directly targeted at young people; even Moutai Group also launched 4 models in late July. Female group of blueberry craftsmen.

"Drink less and drink better", beer is striding towards high-end, and liquor continues to absorb the fashionable and young genes of beer. It is against this background that the cross-border dialogue between the two heads is even more significant. .