"Poor Ghost Paradise", "Welfare Canteen", "The Last Decent of Shanghai Drifting", ......
As a German supermarket chain that just opened in Shanghai in 2019, ALDI has many titles, all of which focus on a price close to the people and high cost performance.
It is not easy to fight in a number of tall imported supermarkets in the Shanghai currency area, and ALDI has tried its best to put the cheap on its face. Following 1 yuan of pure water, 3 yuan of 9 sanitary napkins, and 9 yuan of 9 yuan of grape juice, his family saved up another big move, so that the wind linked on 9 yuan 9 was blown to the liquor world.
500ml strong fragrance type, 52 degrees of alcohol, gathering five kinds of pure grain essence, with traditional solid-state fermentation process, but also in a glass bottle to take a minimalist style...... I thought it was a high-end imported wine that beat Wuliangye, and when I looked down at the price tag, it was only sold for 9 yuan 9, and as soon as this price came out, the connoisseurs and the wine field were silent.
Although low-priced liquor is not uncommon in the market, the price of less than 10 yuan still pushes the price of solid-state fermented liquor to a new low; Coupled with the reputation of "conscience of the industry" and "clear stream in the wine industry", the slogan of "smashing the rice bowl of Moutai and serving the pot of Wuliangye" sounded, and the 9.9 liquor of ALDI lived up to expectations, and it was sold out soon after it was listed on June 5, and it was out of stock in Shanghai and is actively replenishing.
If you want to ask what the quality of this wine is, there are constantly evaluation posts on various social media, and the most popular voice is "worthy of 9 pieces of 9": the wine is clean, smooth and slightly sweet in the mouth, and has the compound aroma of grain fermentation, and it is not good to drink it. Although the taste is incomparable with high-end liquor, and some people comment that the lees taste is heavier, it is better than the floor price of less than 10 yuan, and it is not a loss when it is seasoned liquor.
"My dad drank it before he drank it, and he was still yin and yang, what wine can you buy for ten yuan?" It's definitely uncomfortable to drink', and after dinner, he began to knock on the side: 'When will you go to ALDI again?' This wine is characterized by a real aroma. ’”
This "out-of-stock king" is not only committed to eliminating the stereotype of young people about "high liquor prices", but also makes the migrant workers who don't drink at all want to try it, "Anyway, it's only 9 yuan 9, and it's not good to drink and directly use it as cooking wine"; It also broke the obsession of middle-aged and elderly people with "cheap but not good" in one fell swoop.
How did ALDI pull the price of a grain liquor to 9 yuan 9?
Industry insiders explained that the main reason is to compress the fermentation time of liquor. The German chain ALDI is a constant way to keep costs down: they don't produce wine, they just work as porters for cooperative wineries.
The 9 pieces of 9 liquor foundries listed in China are Qinyuanchun Liquor Industry located in Dayi County, Chengdu, Sichuan. The staff said that the reason why such a low price was made was because of the improved fermentation process of the product.
Generally, the traditional fermentation cycle of 60-90 days is shortened to 30 days by Jiuyuan Jiujiu, and a lower grade of graded storage is used, so the production cost is reduced.
Secondly, a large part of ALDI's low price advantage is supported by its own brand.
According to data released by A.T. Kearney, ALDI's private label accounts for 90% compared to Sam's and other retailers' private label accounts for more than 20-30%. Taking liquor as an example, ALDI online mall has 10 kinds of liquor products, in addition to high-end products such as Feitian Moutai and Jiannanchun Crystal Sword, 3 of which belong to its own brand, with prices ranging from 9.9 to 33.9 yuan, while in Sam's and Hema supermarkets, there are more than 50 types of liquor.
In China, ALDI still attaches great importance to the development and cultivation of its own brands, in other words, it is to find factories to customize production and create a large number of sub-brands.
ALDI's "cabbage price wine" has been well-known abroad for many years. The Real Review, an Australian and New Zealand review platform that reviews around 10,000 wines each year, was stunned by the team's international experts who ranked the wines in 2023 and gave ALDI's Syrah a score of 90 after a blind tasting.
In the same way, ALDI does not have its own vineyards or wineries, so there are no fixed costs for infrastructure. However, the channel advantage of chain large supermarkets is enough to negotiate with suppliers.
Last year, ALDI also carried out a big price reduction of wine in the European and American markets, which was analyzed by the industry as "selling wine at a loss to attract more customer traffic." ”
9 pieces of 9 liquor is not an Internet celebrity item of Shanghai ALDI, and it was snatched up by the Internet celebrity workers who came to visit.
Of course, German supermarkets sell 9 yuan 9 Chinese liquor, which itself has also given young people a disenchantment to their liquor cognition.
After that, when I think of liquor, what comes to my mind is no longer the sky-high price of Moutai fried by commercial giants or the two-pot head that the uncle poured wildly at the New Year's dinner, but I walked alone in a boutique supermarket with a bit of petty bourgeoisie, and won a bottle of nine yuan nine for the immersive weekend.
There is also a faint complaint in my heart: I think how high-end you drink, isn't it just my money for a cup of milk tea.
Edit | Tachibana Chief Author | 1 Ran Design | Fat Rabbit cover image source | Xiaohongshu @ Baijiu Observation Bureau