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Here Comes The Troublemaker In Lijiang Bar

2020/9/12 14:44:00 0

LijiangBarTroublemaker

Tang Weiyou, Secretary General of Dayan ancient city bar industry association in Gucheng District of Lijiang City, feels that he has been "fooled". A conversation led him to introduce the face of China Resources Snow beer into the bar street.

The bar is a business card of Lijiang. "Every year, Lijiang, with more than 50 million tourists and 1.3 million permanent residents, means that there are 8 million consumers. Three million out of eight million consumers may choose alcohol. These three million people come from all over the world. " In Tang Weiyou's opinion, this is a natural flow pool.

For beer enterprises, Lijiang represents such a kind of city: the types of terminal places are very rich. Here, catering, night shows and traditional retail go hand in hand. Among them, bars, KTV, barbecue and other forms of nightclubs account for 1 / 4 of beer consumption market share in Yunnan, and a higher proportion in Lijiang.

Night show, with the price and profit more than double that of traditional channels, has become the commanding point of high-end beer and super high-end beer, and has been controlled by foreign beer for a long time in China. Budweiser Asia Pacific (01876. HK), the Hong Kong listed subsidiary of Budweiser group, the world's No. 1 beer giant, dominates the domestic night market channel. Budweiser, corona and 1664 are known as the "Royal three" in Lijiang bar.

But the epidemic has changed a lot. Most of the entertainment venues that only opened in early June turned the beer in the nightclub into stock. In the first half of the year, Budweiser Asia Pacific's net profit fell 64% compared with the same period last year.

What makes foreign beer enterprises even more unexpected is that domestic beer has been a troublemaker for a long time in the bar dominated by it. China Resources beer (00291. HK) is one of those who "take advantage of the weak".

However, the purchase of bars does not mean that domestic beer has gained a firm foothold. On September 10, Tang Weiyou told reporters of the 21st century economic report that under the influence of consumers' lack of brand, domestic beer still needs guidance and recommendation in bars. There is still a long way to go for domestic beer produced by relying on foreign technology or raw materials.

August is over. In September, Lijiang bar business began to decline. This year, there is not much time left for domestic and foreign beer to compete.

The Redeemer of "impending wine"

Tang Weiyou still remembers the scene when China Resources beer went to the bar association and said that the drinks could be returned. "All the old town bar owners are in a hurry: can I have my other drinks returned? Can we contact other wineries? " At the end of the day, he said, all brands were back. But snowflake was the first to do so.

The epidemic has exposed the fragile ecology of bars.

On January 25, all entertainment places including KTV were closed. Since March and April, the color lights and signs on the door of KTV, where the reporter of the 21st century economic report is located, have been removed, and a line of waiters at the door have already dispersed.

For Lijiang bar, which takes tourism as its lifeline and relies heavily on tourists, no matter how hard it is, it has to go on.

"World cultural heritage Lijiang ancient city includes Dayan ancient city, Shuhe ancient town and Baisha ancient town. There are 120 licensed bars in Guangda yangu city. By the beginning of August, there were only more than 80 bars in operation. By the beginning of September, a total of 105 bars resumed business. " Tang Weiyou told reporters of the 21st century economic report that a small number of people went out of business and most of them had to close their doors and wait for help when the epidemic broke out.

Liquor is like a knot, connected to the top of the production of beer companies and dealers in the middle end, the bottom is a bar, the bar has promotional singers. In Lijiang ancient city, there is another link, that is the bar association.

Chen Chencheng is an individual business owner of Wanxin non-staple food business department in Huangshan Town, Yulong County, Lijiang City, and also a distributor of China Resources beer. In the first half of the year, he lost 800000 yuan in selling beer. The data provided by his upstream, China Resources brewery Yunnan branch, showed that the night performance had the most serious decline among all channels, with a year-on-year decline of nearly 1 / 3 in the first half of the year.

"Yes, the bar broke down after a long time." Chen Chencheng recalled to the reporter of the 21st century economic report that Lijiang night show mainly consists of two parts, one is the bar in the ancient city, the other is the KTV outside the ancient city, he is supplying goods. KTV with local consumption as the main source of collection is relatively good, and the beverage charge is monthly settlement. The payment for January will be settled by the end of February at the latest. During the outbreak, the KTV, which he was familiar with, did not lay off staff.

But bars are different. In the 60 bars he supplied, it was normal to postpone the payment by 1-2 months than usual, and it was only in August that the account was settled in May. Chen Chencheng said that during the epidemic, his accounts receivable amounted to more than 4 million yuan, compared with only more than 3 million yuan in the same period last year.

On August 3, in a sunny afternoon, the 21st century economic reporter entered a bar in Xinhua street of Dayan ancient city, pushed open the wooden door with thick curtain cloth, and piled a room with a lot of chairs and props on the stage. There was no sunshine in the dark room. "Without guests, there will be no revenue, not only can't afford to pay for drinks, but also rent, house loan, car loan and personal credit card consumption." In addition to the identity of Secretary General of Dayan ancient city bar industry association, Tang Weiyou, who is also the owner of Yimi sunshine · aimi bar, has a deep understanding. In order to survive, some bars began to apply for catering licenses and temporarily changed the first floor into a dining bar.

After half a year's closure, the singers in the bar have to find their own way out. Out of the bar, to the ancient city of the streets, squares play and sing.

In the bar ecosystem, a common problem is how to digest the large amount of on-the-spot drinks that were overstocked a year ago? "There are more than 600 face masks in the channels I am responsible for, including 100 super bold ones and 300-400 ordinary ones." Chen Chencheng said that such a large volume has not been encountered since he became a dealer in 2016.

"We take the initiative to get fresh goods to exchange the temporary futures on the channel." Hong Bao, marketing director of Yunnan marketing center of China Resources Snow Beer Sichuan regional company, told reporters of the 21st century economic report.

Hong Bao said that it was during the customer visits that China Resources brewery was the first to understand that there was a large number of wine on the market due to the Spring Festival stock preparation. As early as February 10, Hong Bao began to visit merchants under the leadership of the regional manager. At that time, Hou Xiaohai, CEO of snowflake beer, also visited Yunnan. "All the heads of the headquarters are like this. What will happen to us? "Hong Bao said.

"How to digest the wine? Innovation is forced out. " Hong Bao said. Lijiang bar can not be opened for business, and there are few tourists. Therefore, the enterprise cooperates with the local government departments to carry out street bar activities and move the consumption scenes of the shop to other places. Cooperation with meituan is also an approach. Some barbecue shops have not opened their doors to food. When consumers buy a meal for 100 yuan, they will send two bottles of beer online.

"A boss's daughter ordered takeout at home and received two bottles of Mars green. I didn't expect that the beauty of the wine bottle attracted the boss. As a result, the family cooperated with us after the outbreak. " Hong Bao said that it was an unexpected harvest of taking out wine.

Cafes and KTV licensed restaurants can operate normally. China Resources beer bought a large number of beer on time to give them one free.

The singer of the bar went to the street with a variety of wine under his feet. "We give them tinned beer every day, ranging from 5 to 10." Hong Bao said. Driven by the manufacturer, Chen Chencheng, the dealer, also sent more than 1400 cases of non scheduled draft beer to the singer. "They are the most difficult in the epidemic." He said.

Some villages in Yunnan Province are under strict management from Shanzhai to Hekou. "A lot of people stay at home and I do activities wherever they are." Hong Bao said.

Ka store is also a major way for China Resources beer to digest the impending liquor. "During the Spring Festival, it's open for business, and many people buy it home for consumption. The unit price of customers purchased through this channel is higher than that of traditional circulation channels. We can bear the cost. " Hong Bao said.

Finally, as the first "Redeemer" of Lijiang ancient city bar, during the epidemic period, China Resources beer helped dealers and channels handle 400000 cases (12 bottles / box) of temporary liquor in Yunnan Province. Due to the closure of the terminal owner, the liquor could not be changed, resulting in less than 200 cases of expired liquor.

Domestic beer against "Royal three"

In order to fight against the "three royal families" and deal with the "warm-up" competition of the impending liquor, the reputation of China Resources beer, the largest domestic beer, in Lijiang and even Yunnan Province has obviously increased. However, in order to seize more market share of high-end and ultra-high-end beer, it is still necessary to enter the main battlefield of the final - night performance.

On September 10, a veteran of Tsingtao beer, who has been engaged in night sales in the regional market for more than 10 years, told the 21st century economic report that Budweiser Asia Pacific mainly relies on nightclubs, which can be called "the king of nightclubs" in many cities. Domestic beer is mainly from catering channels. As for supermarkets, convenience stores and other circulation channels, the profit of domestic beer is even thinner than "porters".

Night beer for manufacturers, profit is high. According to the above-mentioned senior personage, if the retail price of the same bottle of beer is 3 yuan / bottle in the catering channel, then the price in the nightclub will be 6 yuan, and only 2 yuan can be sold through the circulation channel. As the leader of high-end and ultra-high-end beer in Asia Pacific region, Budweiser Asia Pacific has set up a special nightclub department to operate. When the enterprises of imported beer, foreign wine and imported red wine recruit sales personnel, they even take the experience of nightclub as a necessary condition.

In a weak position, domestic beer even into the track is not easy.

One day, two guests came to Tang Weiyou's bar. They claimed to be the owners of the "sunny and warm" bar. They wanted to know about the association's beer price policy for the bar.

"The sun is warm, and the owner of the bar only had dinner with me yesterday. It's a change today? " When Tang Weiyou came out to see people, he murmured in his heart. The other party immediately introduced the real identity: one is the distributor of snow wine, the other is the representative of the manufacturer of snow beer.

Tang Weiyou didn't want to see him. As the Secretary General of the bar association, the "price limit order" set off by the association is making him feel rather uncomfortable.

At the beginning of 2018, the National Tourism Development Commission sent personnel to Lijiang to inspect, and specifically put forward the false high bar prices. In response to Yunnan provincial government's most stringent rectification in the history of tourism, Dayan ancient city bar industry association held a general meeting to regulate the price of drinks. According to the "price limit order", the retail price of common types of domestic drinks is recommended to be no more than 35 yuan / piece and no more than 420 yuan / piece (12 bottles). After the vote was passed, the bar association implemented a guiding price of no more than 55 yuan per unit and no more than 660 yuan per dozen for common foreign brands.

This not only limits the bar business community, but also drinks suppliers. Price limit means that high profits are reduced under fixed costs. Some low-quality and low-cost drinks with high prices were curbed, and the bar association became the spearhead.

As expected by Tang Weiyou, China Resources beer came to the door this time to put a new type of liquor into the "660" price file and be equal to the "Royal three".

"We can help you solve some problems." After sitting down, manager Tao of China Resources beer said the first thing.

This makes Tang Weiyou feel a little different.

"I've worked with Budweiser before, but the Budweiser manufacturers don't have this attitude." Tang Weiyou said.

Tang Weiyou then asked: "what do you think is the problem in our industry now?"

The other side said: "a lot of wine costs are high and the profit is thin. We can find wine with good quality and low cost. We can make national brand wine and our domestic wine."

"The point I work with them is that their service to customers is to take care of my feelings." "I've been talked about," Tang told the 21st century economic reporter

After tasting, the high-end facial makeup of China Resources beer passed the pass of the association. But bars have to buy voluntarily. Members of the association come to subscribe to the underwater bar. Tang you wants to see how much wine he wants to buy.

As a result, nearly 30 bars out of more than 100 members participated in the subscription, sharing 1000 pieces of snowflake drinks. One meter sunshine · Amy bar was the last to purchase, bought 200 pieces, and started the first cooperation with snowflake.

"Later, snow beer cooperated with the association. Through the notarial office, it was proved that the donation of 1000 pieces of drinks subscribed by members of the association was donated to poverty alleviation." Tang Weiyou said it's good to say it's a promotion. However, as a bar industry practitioner, this is the first time that Lijiang bar street has used drinking water to help the poor and fight the epidemic. After all, it's fast-moving consumer goods, a few yuan, a dozen yuan a bottle. "

It didn't take long to get into the epidemic. Chen Chencheng, on behalf of the manufacturers, was the first to propose the possibility of returning the near expired or expired liquor during the epidemic period. Tang Weiyou began to seriously consider the long-term cooperation with domestic beer.

Double evolution of domestic beer and bar

The goods are imported into the bar, but the strength of foreign beer and domestic beer is very different. How to fight?

In Lijiang ancient city bar, "yusanjia" and China Resources beer are in a 3:1 competition.

Take Amy bar as an example. The wines sold are Budweiser aluminum cans, corona, 1664, and the rest are snowflake facial makeup, Heineken, sur and adventure. China Resources, which owns four types of beer, can't sell "yusanjia", which accounts for 70% of the total beer sales.

According to the internal communication data of the local beer industry, in the Yunnan beer market, Carlsberg occupies half of the market share with 46.5%, China Resources Snow Beer takes the second place with 23% market share, and the market share of Budweiser InBev is less than 10%. The rest is divided up by Yunnan local beer brands, Yanjing beer and other enterprises. However, the market share has not been confirmed by foreign beer enterprises.

Although the first half of the year also suffered heavy losses, China Resources beer was not willing to show weakness in the Yunnan beer market, which relies heavily on night performances. The company's beer sales in Yunnan, night sales accounted for 25%. Hou Xiaohai set a goal after his visit to Yunnan at the beginning of this year. Within three years, the market scale of Yunnan will increase by 50% every year compared with the previous year, and the night show will be the first in Yunnan.

The price war still has to be fought. Dali, which is not far from Lijiang, is a Dali brewery purchased by Carlsberg. It has the lowest transportation cost and has a lot of policies for bars in the ancient city. In the bar street, a number of bar owners told the 21st century economic report that foreign beer could buy out a store for 230000 yuan and give cash to the bar owner directly. There are also direct gifts of wine, 2000 cases of wine a year to the bar.

"These are only for the 420 yuan price range. There is no policy for the 660 yuan brand of "yusanjia", but it may be cheaper to purchase. There is no cost problem for low-end drinks. " Tang Weiyou said. In the specific context of bars, the reason why consumers prefer three kinds of foreign drinks is that their brand awareness is higher than that of snowflake.

"Brand awareness is not promoted by local people. For domestic beer, it's not that having someone sing a few songs or dancing can make everyone accept it. " Tang Weiyou said that snowflake in the public impression is brave in the world. Bars are driven by consumers, not dominated by consumers.

Bar as an imported product, there is a very small culture called wine culture. Liquor production is the process of wine consumption confirmation from the warehouse to the table. In many bars, there are various kinds of foreign wine such as spade A. There are many noodles and forms such as laser wine stand and lamp holder, which are also called "forced grid". "Opening a bottle of foreign wine can make the table full. Why a lot of people like corona, because he likes things in this style. " Tang Weiyou said.

Tang Weiyou said that in fact, there are many things that can represent Chinese elements. Hualian, poetry, music and silk can all represent Chinese culture, but how to guide positioning and let customers accept is the real problem.

He said that in the face of brand public awareness, family feelings are the second. Domestic beer brands lack systematic brand awareness and comprehensive marketing planning, strategy and positioning. He is willing to support domestic products, domestic products and drink Chinese beer. Chinese people are willing to pay for China. However, Qingdao and snowflake, two local beer giants in China, did not fully represent China before. He sold domestic beer, aluminum cans, light and refreshing taste, wheat brewing, etc., but could not sell. Why? Because it uses imported wheat and imported barley. China has a vast territory and abundant resources, and the climate zone is the largest. However, domestic beer is still importing foreign equipment and technology to produce Chinese liquor. Its taste, quality and packaging are based on the standards of foreign beer. It is not a bottle of beer made in China.

Tang Weiyou, who immerses himself in the bar every day, thinks that in order to improve the brand awareness, we need to increase the imagination space of the nation. Fenghuaxueyue is a kind of beer produced by Dali brewery, which is in great demand in the tourism market. However, Carlsberg did not upgrade the cultural brand with Chinese national characteristics, which is a big lack. Fenghuaxueyue represents the famous scenic spots in Yunnan, such as xiaguanfeng, shangguanhua, Cangshan snow and Erhai moon. Many guests come to the bar to have a drink, which is recommended by the guide. But there was no such product in the bar, so he had to recommend domestic beer.

Qingdao beer is engaged in night business senior personage also expresses, before everybody is pure brand consumption to beer. But now, consumers need to get closer to brands. The problem of sales needs to be known to others. Only when there is a place to contact it can we deeply understand it and love it. Why are apple and Huawei opening experience stores? Because it has access to it at the same time.

He believes that the brand should also have characteristics and be combined with the scene, so as to stimulate consumers' purchasing desire. Just like jiangxiaobai, a beverage brand, consumers drink stories and realize consumption in specific scenes.

In addition to domestic brands need to evolve, Lijiang bar is also on the way of evolution.

In 2018, Lijiang won the 10th livable city in the world and the first in China. This year, Lijiang Tourism Development Commission proposed that Lijiang should build a health care base. In addition to limiting prices through the association, Lijiang bar is becoming a window to display national culture, boutique culture, bar culture and social culture.

"The bar industry is declining without changing the way of playing. Chinese people's big health environment does not lead to bars. But I think this industry is not a sunset industry, it is in the transition to the sunrise stage, review the essence. The essence of the bar is to provide an interactive platform, the interaction between people. It has interactive behavior and entertainment space, but it must be healthy. The bars in Lijiang include slow rock bar, Qing bar, music bar, party space, house, club, etc Tang Weiyou said that the bar association requires member units not to release wrong information to customers. For example, the introduction of handsome men to the beauty of the table, the introduction of singleness to the single table, these languages are guidance, to avoid. As a platform, bars should be committed to become a platform to guide the correct consumption of drinks and shoulder the social responsibility of the industry.

Industry observation | which is more important, brand power or channel power?

 

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