The price of high-end liquor has fallen, and the packaging of wine boxes with window is forced to take the simple route

1. The packaging of liquor wine boxes with window is developing towards simplicity and individuality:

"These wines can only be used by themselves, and I am not willing to sell them at a loss!" Recently, Mr. Yang, a liquor distributor of a certain brand, was worried about the packaging of wine in hundreds of leather boxes with window. Mr. Yang said that in the past period of time, the price of this wine boxes with window leather box has been reduced from 1,080 yuan per bottle to 280 yuan per bottle, but there are still hundreds of pieces that cannot be sold. Wine merchants like Mr. Yang have encountered such a situation. Industry insiders said that with the further consolidation of the liquor industry, liquor consumers are gradually focusing on cost-effectiveness rather than the delicacy and luxury of wine boxes with window packaging. In addition, government consumption has been compressed, forcing manufacturers to focus on cost-effective products to a certain extent. In terms of development, it is inevitable that the wine boxes with window packaging of liquor will develop towards simplicity and personalization.

2. Simple wine boxes with window packaging, a typical example of a first-class brand

After nearly two years of sales difficulties, many wine merchants who have been pursuing high-quality wine boxes with window packaging can be said to have suffered, or have a backlog of products, or sell them at low prices.

"If more than 600 pieces of wine are sold at the ex-factory price of 280 yuan, this wine has been out of the factory for more than 4 years. According to the cost, each bottle of wine sold at the factory price will lose at least 100 yuan." Mr. Yang said, according to the original planned market price , first-level distributors sell at 480 yuan per bottle, excluding logistics, labor, loss and other costs, maintaining a profit of about 40% is not a problem. However, this product was originally produced to target the government affairs and gift markets. Since 2012, the sales of similar products have been declining year by year, and the sales in 2014 tended to stagnate.

3. The packaging of wine boxes with window exceeds the value of liquor itself

As the saying goes, "people rely on clothes and horses rely on saddles". High-quality liquor products, with beautiful and culturally rich wine boxes with window packaging, have received the icing on the cake. However, the packaging of some liquor wine boxes with window is upside down. The packaging of wine boxes with window exceeds the value of liquor itself, and it cannot be recycled. It is neither practical nor environmentally friendly, resulting in waste of resources and increasing the burden on consumers.

4. High quality and simplified wine boxes with window packaging make industry classics

"Moutai's wine boxes with window packaging box is very simple, but it has been used for many years. Not only has it not affected its sales in the high-end market, but it is also becoming more and more classic. Erguotou, a two-liang packaging box, has no wine boxes with window packaging box, and its image has always been It hasn't changed, but it sells well all over the country." Mr. Yang said, no matter the high-end famous wine Moutai or the popular small wine Erguotou, after years of precipitation, with the quality and simplified wine boxes with window packaging, it has become an industry classic.

5. The disadvantages of excessive wine boxes with window packaging stimulate the transformation of wine merchants:

In 2012, restricted by related factors such as the prohibition order and the three public restrictions, the 10-year rapid development of the liquor industry ended, and the industry consolidation gradually intensified.

"In the liquor industry at that time, many small wineries could make a lot of money by selling OEM or base wine, and they could also make a lot of money by renting cellars." Mr. Li, the person in charge of a small winery in Renhuai, said frankly. , At that time, even if there were few OEM manufacturers, selling the base wine could accumulate a lot of funds for the expansion of the winery. His winery has grown from a dozen cellars when the factory was built in 2004 to more than 60 now. A cellar. Mr. Li said: "At that time, many OEM merchants cooperated with me to make OEM products, and the price was above 200 yuan, mainly in the mid-to-high end, and channel sales benefited considerably. However, since the first half of 2012, with the OEM The sales volume of the products of the merchants has declined, and even the sales have become unsalable. The business performance of the winery has also begun to be affected. By 2014, it was basically consumed by some of the original old customers. At the beginning of this year, only seven or eight original OEMs were left. There are two or three down, and they are often in arrears with the payment."

In 2015, Mr. Li began to develop bottled wine, making small profits but quick turnover, striving to gain a place in the new market environment.

Like Mr. Li, another winery in Moutai Town had to give up the original high-end wine market due to the reduction in the number of OEMs, and disposed of the backlogged wine boxes with window packaging products at the price of first-tier distributors. , Transformation and development of products with a price ranging from tens of yuan to more than 100 yuan. During the reporter’s visit, we learned that some second-generation wines in Moutai Town even began to cater to the needs of new consumer groups, jumping out of the traditional way of purely making Maotai-flavored liquor products, developing Maotai-flavored fruit wine, and planning to compete for the consumption of low-alcohol wine such as beer and red wine. Nightclubs, bars and post-80s and post-90s consumer groups.

6. Liquor wine boxes with window packaging is simple and personalized or trending:

In fact, during the golden period of liquor in the past, many small and medium-sized liquor companies were tempted to change their product image when they saw competing brands launch novel and high-end wine boxes with window packaging due to lack of confidence in their products. Following the trend all the way, the winery kept denying it. In the Qin Dynasty, there was no product that could be called a classic, and it could not form a fixed product appearance, let alone a brand image. This is also one of the important factors that most small and medium-sized wineries and OEM wine merchants are caught in the market dilemma during the industry transition period.

"Of course, the packaging of Moutai's wine boxes with window has also changed and has been slightly adjusted." Mr. Yang said that the purpose of fine-tuning of first- and second-tier brands such as Moutai is to make the packaging of wine boxes with window more delicate, exquisite, flawless, with perfect and exquisite The packaging of wine boxes with window leaves an extremely deep impression and a sense of beauty on consumers, fully interpreting the brand elements of "excellence, quality assurance, time perception, low carbon and environmental protection". And these ideas are seldom thought and improved by many small and medium-sized wineries.

For a period of time, although the excessive packaging of liquor was repeatedly criticized by the society, it was still intensified, and many companies were keen to be unconventional and constantly change the image of product packaging. The packaging of wine boxes with window is an important part of the liquor brand culture including the geographical culture. Improving the packaging of wine boxes with window is a step-by-step and systematic project that strives for perfection. In the eyes of industry insiders, after the consumer market has gradually returned to rationality, it will become a trend to give up the pursuit of luxury and nobility in the packaging of liquor wine boxes with window. Simple, in line with the low-carbon trend, and in line with the consumption demands of emerging consumer groups; not simple, it avoids homogenization, and then highlights its unique brand personality charm, which is a trend in the development of liquor packaging in the future.