How much does 45 degree XO cost?

The foreign wines on the domestic market are mainly divided into three major groups: whiskey groups represented by Chivas Regal and Jack Daniel's, including Royal Salute, Scotland's Glenfiddich, and Johnnie Walker's Black Label. , Red Label, Dunhill, Cheval Blanc, Macallan, etc.; the brandy group represented by Remy Martin, etc., also includes the well-known Martell, Hennessy, and some French cognac products; and the vodka group, in There are mainly Swedish vodka, Russian vodka, etc. in the Chinese market (of course there are also some rum, gin, etc., because the quantities are relatively small, this article will not analyze them). In June 2005, this magazine selected Tianjin, Kunming, Chongqing and other moderately developed cities for foreign wine consumption to conduct a sample survey. The survey subjects focused on the mainstream varieties of the three major groups of foreign wine.

The price distribution of the three major groups of foreign wine

Generally speaking, the brandy group is divided into two categories: VSOP and Most of them exceeded the thousand-yuan mark. VSOP and most Scotch whiskeys belong to the "middle class". The price of several mainstream brands such as Rémy Martin, Hennessy and Martell is around 300 yuan. The supply price to nightclubs generally does not exceed 400 yuan, while the sales price of nightclubs is generally not more than 400 yuan. Most of the prices are around 600 yuan. Scotch whiskey is represented by Chivas Regal. The price in supermarkets ranges from 175 to 220 yuan, and the price at nightclubs is close to VSOP. The price of vodka is relatively chaotic, ranging from 60 yuan to 80 yuan, as well as around 200 yuan. From the perspective of mainstream products, the price of vodka is concentrated above 120 yuan, and the price in night clubs can reach 300 yuan.

Looking at the foreign wine market from the price band

There are significant price differences between foreign wines in different sales regions

The same is the VSOP of Remy Martin, the price in the Tianjin and Kunming markets The difference is more than 50 yuan, and the price difference between the two places for Chivas Regal, the best-selling whiskey brand in the national market, is also nearly 60 yuan. Based on Table 1 and Table 2, it can be seen that there is a significant price difference in the price of foreign wine in the Chinese market due to local consumption levels, consumption habits and other factors. However, due to the closed nature of the main sales channels of foreign wine, the impact of the price difference on the sales of foreign wine is not significant. Generally, it will not lead to large-scale cross-regional low-price dumping.

The Chinese market positioning of the three types of products is different

Overall, the current price of foreign wine in the domestic market is mostly concentrated between 100 and 400 yuan, among which the foreign wine products are around 300 yuan. Most, including whiskey and numerous brands of VSOP. Overall, the price of vodka is much lower, especially Swedish vodka, which is the lowest at 90 to 120 yuan. The highest prices for foreign wines are mostly from XO brands of major brands. From the price analysis of mainstream products, the market positioning of the three major groups is different. XO and VSOP are mainly used for business and gift purposes. Whiskey is the mainstream product consumed in nightclubs. This category has the greatest appeal to young consumers. The volume is smaller than imported brandy and whiskey, and its positioning is still unclear.

A few key points in the sales of foreign wine from the perspective of price

The mainstream price of VSOP is around 300 yuan, and the mainstream price of XO is around 900 yuan. There is a large market between the two. Space is conducive to high-end brands launching derivative products. At the same time, companies can also consider targeted positioning operations.

Whiskey products are relatively mature in the domestic market. The product prices of Chivas Regal, Black Label, Red Label, Jack Daniel’s and other brands are mostly around 200 yuan. Newly entered whiskey products should avoid them. Price groups, or by lowering the supply price and keeping the terminal price the same, carry out channel promotions.

The overall price of vodka is low, which is directly related to the lack of vodka brand.

Creating a high-end image and adopting cultural guidance are the two keys to future marketing of vodka.

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