Feeling tired during Spring Festival beer season

Stoke Vietnam – Lazy Tet Beer Season

Beer brands, supermarkets, and stores have taken the initiative to launch Spring Festival beer samples and promotional discounts very early, but market demand is still at the bottom.

No longer like years ago, grocery stores, beer and wine distributors and even supermarkets rushed to stock up on beer during the Spring Festival. Ho Chi Minh City At present, we only dare to import a small amount and sell them through promotions and discounts, but we still cannot attract buyers.

early discount

Mr. Quang – Owner of Thanh Quang Beer Distributor, Nguyen Ngoc Loc Street, District 10 Ho Chi Minh City – said that this year he only dared to import a few dozen boxes to sell during the Spring Festival, while in previous years he ordered hundreds of boxes. According to Mr. Guang, at this time of year, many customers come to dealers to buy Spring Festival beer, but this year we did not see any customers asking.

“In the past, we could sell dozens of barrels a day, but now we can only sell 2-3 barrels or crates, and sometimes we can’t even sell a barrel. Beer is in a recession, and no one dares to raise the price.” During this Spring Festival holiday, , we must also find ways to reduce prices and give away gifts so that we can sell faster” – Mr. Quang said.

Ms. Trang – owner of a grocery store on Thanh Thai Street in District 10, Ho Chi Minh City – We have just imported a dozen barrels of Spring Festival beer for trial sale, but not a single barrel has been sold in nearly half a month. According to Ms. Trang, there is currently no change in the price of Spring Festival beer, such as Tiger Beer 350,000 VND/barrel, Green Heineken 440,000 VND/barrel, and Silver Heineken 450,000 VND/barrel.

“This is the company’s listing price. I accept a further reduction of 5,000 VND/barrel, but it is still difficult to sell. We must lower the price as soon as possible, otherwise we will keep the goods close to the Tet Festival. If the sales are not good, it will be difficult to sell in the next few days. , I will be forced to further reduce prices.” “-The owner of this grocery store is worried.

In supermarkets and shopping malls, Spring Festival beer is displayed in various aisles all over the street, piled high. Marketing staff are on duty, inviting customers to buy, but very few people offer to buy.

According to records, the price of various types of beer in supermarkets is about 10,000-20,000 VND/barrel cheaper than in stores outside. For example, Heineken beer is usually 426,000 VND, Tiger beer is 340,000 VND, Tiger Crystal is 391,000 VND, and Saigon Lager beer is 259,000 VND. shield. , Saigon Chill 298,000 VND, Beer 333 265,000 VND,

Since the consumption of beer during the Spring Festival is quite slow, many supermarkets have taken the initiative to lower the price from a few thousand VND/barrel to more than 10,000 VND/barrel, such as Silver Helix beer in a large supermarket in Ho Chi Minh City. Ho Chi Minh CityOn the morning of January 5, the price was still hovering at 451,000 VND/barrel, and by noon that day it had fallen to 440,000 VND/barrel.

Similarly, Saigon Gold Sleek beer has also been reduced by VND10,000 to VND365,000/barrel. Supermarket staff explained that due to the sluggish purchasing power of beer during this year’s Spring Festival, the management decided to lower the prices of some varieties of beer to stimulate customer demand.

Just as difficult as last year

The system manager of a large supermarket said that the purchasing power of beer in 2023 was very low, and during the recent Christmas and New Year holidays, it was still not available despite on-site promotions and marketing. This is the basis for predicting that this year’s Spring Festival beer market will be extremely difficult for manufacturers and merchants.

“Last Spring Festival, due to the impact of the difficult economic situation, the consumption of alcoholic beverages dropped significantly, and workers had reduced incomes or lost their jobs. This year, these difficulties are not over yet, so the more consumers tighten their spending, the more non-necessities they have.” Beer and wine, etc. Products will be cut first. In addition, alcohol content testing and penalties for drivers are also one of the reasons for the decline in the beer market. “The manager said.

Manage the beer department of a large supermarket system in Vietnam Ho Chi Minh City It is said that the Spring Festival beer samples at this time are still terrible. “In previous years, the system imported 2 containers of beer at this time every week, which is equivalent to 1,000 barrels of beer for sale, but this year it was reduced to 1 container/week, but it was not sold out. The market was too weak, and supermarkets were forced to cut profits early and do something to the beer. A promotional plan was launched, but it failed to stimulate purchasing power,” the manager revealed.

He also added that usually 4-5 weeks before the Spring Festival is the time for corporate organizations to order beer, soft drinks, gift baskets… to send to partners, officials and employees, but this year, the supermarket only closed one order of 500 copies. Box of beer. Many customers who previously ordered Spring Festival beer now refuse or are still hesitant to wait for salary, bonus and trailing financial distribution.

According to retail companies, profit margins on beer products are very low, making it difficult for supermarkets to offer significant discounts. However, the market is so depressed this year that businesses are forced to continually balance their budgets and prioritize beer promotion programs early and consistently to serve retail customers.

For example, in the Emart supermarket system, domestic beer is discounted by 5%-9%; imported beer is discounted by 10%-25%. With this price cut, retailers hope to ensure established sales targets.

Nguyen Hai Thanh Nhan