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Under the background of weak sales in the wine market, it is not easy for wine professional channels represented by wine cellars and professional supermarkets to survive firmly. How are their shipments during the Spring Festival, an important holiday that affects the annual performance?

Inner Mongolia Lewei Wine cellar founder Chang Wei said that this year's Spring Festival sales have declined slightly, mainly due to the consumption downgrade and weakened demand for gifts hit the fine wine of more than 200 yuan, as well as the performance of famous wineries of more than 1,000 yuan. However, this year, it also specially customized a new domestic wine limited edition for the Spring Festival, which is very popular with local customers, and hundreds of bottles were produced.

Liz, the person in charge of Brother Waer Liquor Store in Hunan, also said, "This year's Spring Festival shipments did not achieve growth compared with 2023, we prepared a number of price segments of the gift box, of which 300 yuan/box of products in the self-drinking performance is better, 1000 yuan/set of gift boxes in the gift scene performance is good." In addition, this year specially for the Spring Festival to create a limited set of 100 sets of blind boxes, containing 300-3,000 yuan ranging from drinks, priced at 199 yuan, but perhaps because the packaging design is not bright enough, sales are average."

Liu Wei (a pseudonym), head of a wine cellar in Chongqing, said that this year's Spring Festival did not specifically push policies nor do gift boxes, mainly due to the sharp weakening of demand for business gift scenes, sales of Bordeaux class chateaux above 1,000 yuan fell by more than 40% compared to last year's Spring Festival.

However, there are also a small number of wine professional channels to achieve growth, such as Chengdu wine cellar head Li Yang said that this year's performance achieved about 10% growth, mainly about 200 yuan products. Liu Chaoyong, head of Chongqing branch of Fulong Wine, said that this year's 100-300 yuan price products have a significant growth, an increase of about 40%-50%, mainly due to the growth of demand for banquet markets during the Spring Festival.

In addition, Xi 'an wine merchant Niujunjun began to lay out community-type wine cellars in 2023, and its first Spring Festival also achieved good performance. Niu Junjun said, "Our turnover during the Spring Festival this year has about doubled compared to last year when I worked in a wine specialty supermarket. We have prepared a number of price segments of wine gift boxes for the Spring Festival, mainly two, of which the gift box of about 150 yuan is the largest overall shipment of gift boxes, corporate group purchase customers 200-300 yuan gift box shipments the most, the gift box selected products are France super Bordeaux, Chile Central Valley and so on."