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Mid-Autumn Market Outlook: Wine Carton Gift Boxes Increase

2020-09-08 10:11:09    來源: WBOGlobal   作者:WBO Team
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The Mid-Autumn Festival and National Day Holiday are less than a month away. As the traditional peak season, the terminal atmosphere and promotion intensity should be relatively large. WBO reporter recently surveyed in the Chengdu market and found that the situation is somewhat different from the expected.


Supermarket: Insufficient Atmosphere Building Resulting in Fewer Customer


On August 31, a WBO reporter went to Metro Qingyang Store, ITO Shuangnan Store, and Hema Hongpailou Store in Chengdu for a survey. Although there are some island displays of wine in the supermarkets, it is still slightly less vigorous than those of baiiu and spirits, and the number of promotional staff is also less than that of baijiu and spirits.


Our reporter saw in Metro Qingyang Store that most of the wine gift boxes are traditional wooden boxes or leather boxes, and the proportion of carton gift boxes is not much. According to the promotional staff, more consumers choose wooden boxes or leather boxes over the carton ones as they seem to more upscale and coincide with the status of wine in the hearts of domestic consumers.


In ITO Shuangnan Store and Hema Hongpailou Store, due to space restrictions, there are fewer wine gift boxes in the display. However, promotional staff all said that the types of gift box types correspond with the different prices of the wine in the store. In ITO Shuangnan Store, wine priced over 300 Yuan comes with a wooden box and over 500 yuan with leather boxes. The standard of Hema Xiansheng is slightly lower, but no special gift box packaging has been introduced for the Mid-Autumn Festival promotion.


But what WBO reporters saw at Sam's Club in Chengdu was a different story. The products from well-known wine brands were in island display and gift boxes (mainly carton ones) were placed in an orderly manner. The strong festive atmosphere created by the supermarkets hugely motivates consumers’ desire to purchase, and the wines were quite affordable. Among them, a Penfolds BIN23 two-bottle gift box is priced at 598 yuan, a Lafite Los Vascos six-bottle gift box is 499 yuan, and other gift boxes cost mostly less than 500 yuan.


Liquor Chains: Not Much Promotion Has Been Introduced


Afterward, the reporter visited Jiujiayi, Kuailejiubao, and 1919 in the southwestern area of Chengdu, and found that they did not make special preparations for the Mid-Autumn Festival promotion.


The salesperson of Jiujiayi told reporters that the company's specific Mid-Autumn Festival promotion plan has not yet reached the store and they expected to receive a notice next week. Kuailejiubaoand 1919 are experiencing a similar situation.


Swipe left and right to see more


As for the gift box products, there are only two types of wine gift box in Jiujiayi which are priced at about 160 yuan/bottle and provided by their suppliers. However, the salesperson also told WBO reporter that once the consumers have chosen the wine, they could also decide the packaging that comes with it, whether it is carton, wooden or leather box. The salesperson in Kuailejiubao showed the reporter the company's customized cartons and paper bags for their clients to buy wine as gifts. The salesperson in 1919 told reporters straight that the company did not customize gift boxes for the Mid-Autumn Festival, and there was only a 6-bottle winewooden gift box in the store. Some distributors revealed to WBO that due to store display restrictions, 1919 seldom promotes winegift boxes, and distributorput only unpackaged products in 1919 stores.


Dispelling “the Myth of Wine” for Healthier Development of Wine Market


This year's Mid-Autumn Festival is still quite obviously affected by the epidemic, causing importers and distributors to lower their expectations. This is evident from the packaging and pricing of gift box products.


Although wooden boxes and leather boxes still account for a large proportion, relatively lower-cost carton gift boxes have begun to emerge. In particular, leading brands such as Penfolds and Lafite have launched exquisitely made carton gift box products with a high-grade presentation which are favored by many consumers.


As for the price, the two-bottle gift box priced less than 500 yuan seems to perform the best the moment. This also means that ordinary consumers have gradually entered a stage of rational consumption of wine, which is beneficial for “dispelling the myth" of wine, especially imported wine, andlays a solid foundation for healthier development of the wine market in the future.




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作者: WBO Team  
本文標簽:   中秋   葡萄酒

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