探寻低端白酒的突破路径Explore the breakthrough path of lowend liquor.docx

探寻低端白酒的突破路径Explore the breakthrough path of lowend liquor.docx

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探寻低端白酒的突破路径Explorethebreakthroughpathoflowendliquor

探寻低端白酒的突破路径（Explorethebreakthroughpathoflow-endliquor）

Explorethebreakthroughpathoflow-endliquor

Inthepast10years,withtherapiddevelopmentofnationalmacroeconomyenvironment,theliquorindustrycompoundgrowthratetomaintainanaverageannualgrowthofmorethan20%;in2010,thenationalliquorproductionreached890.83liters,thetotaloutputvalueof279billion334millionyuan,arecordhigh.Havetoputforwardisthattheeconomicdevelopmentledtotheupgradingoftheconsumptionstructure,andtherapiddevelopmentandrapidgrowthofhigh-endliquormarket,earnedtheeyeinsideandoutsidetheindustry.Asalow-endconsumerliquormarket,butlackofattention.Infact,thelow-endliquormarketalsoturbulentflow,unlimitedscenery.

Recently,the"ChinaWineNews"reporteranexclusivedialogueofwineindustryhaslongbeenengagedinresearchandJunConsultingCo.Ltd.businesspartner,deputygeneralmanagerLinFeng,seniorconsultantJune,theStateCouncilDevelopmentResearchCenter,theresearchgroupofexperts,JiangsuJingweiBianJinshiyuanLiquorCo.,Ltd.deputygeneralmanagerNiCongchunandotherindustryinsiders,interpretationofthedevelopmentpathofthelow-endliquorthemarketforyour.

Ruraleconomytothegood

Lowendliquorconsumptionexpansion"

SaidtheStateCouncilDevelopmentResearchCenter,theresearchgroupofexpertsBianJingweiacceptthe"ChinaWineNews"interviewwithreporters:

"fromChina'spopulationstructurechanges,especiallyinthelow-endliquorliquorconsumption,consumergroupsarecontinuingtoenlarge.Especiallyinthemid1980s,China'sthirdpeakpopulationhasenteredthesocialwork,andgraduallybecomethemainstreamconsumergroups.Duetotheincomegapandchangesinconsumerattitudes,theyarebecomingthemaingroupoflow-endliquorconsumption.Fromthispointofview,from2000to201010years,liquorconsumptiongrowthinpopulationbaseanddemographicstructure,supportingtheexpansionoflow-endliquorconsumptionmarket."

2010,China'sruralpopulationincomegrowthforthefirsttimeexceededtheurbanpopulation,meansthatlow-endliquorconsumptionwillusherinnewdevelopment"spring."".

AndJunConsultingCo.Ltd.businesspartner,deputygeneralmanagerLinFengsaid:

"inthepast10years,thepracticeofaseriesofpreferentialagriculturalpolicies,andpromotetherapiddevelopmentofruraleconomyandtheprosperityoftheconsumermarket;theexportoflaborservicesinrurallabortransfertocitiesandtowns,increasetheincomeoffarmers,theyalsochangedthetheconsumptionhabitsandconsumptionstructure,directlystimulatingthegrowthoflow-endliquorconsumption."

Lowendliquorisarelativelydynamicpriceconcept.

Afewyearsago,thepriceis10yuanperbottleinthebottleonthelow-endliquor;now,tensofdollarscanalsobecalledthelow-endliquor;inthefuture,morethan100yuanmaybecountedasthelow-endliquor,differenteconomicdevelopmentlevelinthedefinitionofthelow-endliquorisnotthesame,thelow-endliquorpositioningis"tothepublicconsumersdrinkfromtheliquor.

Acceleratingurbanization

Releasevastconsumerspace

Overthepast10years,therapiddevelopmentofsocialeconomytospeeduptheprocessofChinaCity,andtosomeextent,theprocessofcitybutalsopromotetheliquorconsumptiongrowth,thereleaseofthelow-endliquormarketcapacityandpricespace.

JiangsunowmarginWineCo.,Ltd.NiCongchun,deputygeneralmanagerofthe"ChinaWineNews"reporteranalysis:

in2008and2009,China'surbanizationratereached45.7%and46.6%respectively.Inotherwords,30yearsofreformandopeningupandindustrialization,morethan300millionfarmersintothecity,formingabout600millionofthecurrenturbanpopulationsize.Conservativelypredictedthatby2015,China'surbanizationratewillexceed52%,whenChinawillachieveahistoricalshiftfromtheruralpopulationoriented,urbanpopulationled.

Thesignificanceoftheprocessofurbanizationforliquorindustryliesinfurtherreleasingtheconsumptiondemandofliquor.

Fromthecountrysidetothecity,moreimportantisthemorethan300millionpeople'swayoflifehasundergonemajorchanges:

theincomelevelhasbeenimprovedandacertaindegreeofsecurity,moretimeandopportunitiestoparticipateinvarioussocialactivities,thusincreasingthefrequencyofdrinking.However,theconsumptionhabitsandspendingpowerlimit,thisgroupisstilldominatedbylow-endliquorconsumption.

Fromthis,wecanoptimisticallypredicttheaccelerationofurbanizationinchina,

Notonlyinlargeandmedium-sizedcityliquorconsumptionwillcontinuetoupgrade,atthesametime,willprovideahugespaceforsmallandmedium-sizedtownsdirectliquorconsumptiondemandrelease,especiallyinthelow-endliquorconsumptionwillachievethe"quantity","price"ofrisinggrowth.

Marketsegmentationandbrandpremium

Achievementslow-endliquorperformancerose

Inthepast10years,theliquorindustryhasdevelopedalargenumberofsuccessfulbrandsintheprocessofrapiddevelopment,amongwhichmanyofthemareoutstanding.Someofthemareby-productsoffamouswines,someareregionalbrandpillarproducts,andsomearefocusedonlow-endsegmentsofthebrand.AndJunconsulting,throughthelow-endliquormarketformanyyearsofcontinuoustrackingresearchfoundthatthesuccessofthesebrandsfactorsearch,therearesomemodeldriven,somechannelsfortheking,andsomeproductinnovation.Nomatterwhatkindofbrand,whichmodel,tothesurgingflowofChineseliquorindustry,therapiddevelopmentofinjectedfreshblood.

Focusonlow-endliquorbrandsinthefield,themainfeatureisthroughmarketsegments,theuseofmarketinginnovationtoachievebreakthroughs.

A:

the"oldvillage"and"Tuopai"astherepresentativeofthetransformationalmodel:

Thismodelismainlytomakefulluseofregionaladvantages,andatthesametimetobuildfactoriesaroundthecountryinordertoeffectivelyusetaxincentivesandshortentheradiusofdistributiontoreducecosts,andquicklyachievebreakthroughsinthenationalmarket.Asconsumerupgrades,theselow-endbrandpricesarealsoupwardexpansion.Forexample,Tuopaisuccessfullyfromtheyear5yuan/bottle"Tuo"upgradeto18yuan/bottle"Tuopaiwine".

Modetwo:

with"rice"astherepresentativeofthewinningchanneltype:

The"networkengineering"Daohuaxiangliquorindustrypioneeredthedirectdistribution,thedepthdistributionconcept.Daohuaxianginthecoreofregionalmarket--theGuangdongmarket,thefirsttooccupyDaohuaxiangsmalldistillery6yuan/bottle,8yuan/bottlepricerange,whileinthe158yuan/bottle,258yuan/bottleinterval,putalotofproductstoachievehighdensitycoverage.Afterthesuccess,begantocultivateinthecoremarketpriceof55/bottles-65/bottlesofTreasures2,andlaterlaunchedanupgradedversionofthegoldTreasures2,thepricedirectedat75yuan/bottle-85yuan/bottle.Today,Daohuaxianghaslaunched1treasures,treasuresfor12years,thepriceof100yuan/bottle.Inthisprocess,makefulluseofDaohuaxiangindustrydevelopment,consumptionupgradetrend,thesmoothrealizationoftheupgradingofproducts.Atpresent,DaohuaxianginGuangdongmarket,achieved100yuanrangeproductsfullprice,fullchannelcoverage."Thefocusarea,channelprecisionfarming,seatactics"Daohuaxiang"networkengineering"hasbecomeaclassiccaseoftheextensionofthecity'slow-endliquor.

LinFenganalysissaidthatoverthepast10years,liquorchannelchangehasbecomethefocusofattentionoftheindustrysources,Chinawinereportedpoint,butalsoproducedauniquechannelofinnovationintheliquorindustry.However,thesuccessorfailureofanykindofchannelchangedependsonthesuccessorfailureoftheorganizationalchangebehindtheenterprise.Eachchannelstructuremodelwillcorrespondtoanorganizationalmodel.Daohuaxiangisthe"channelorganization"linkage,throughtheorganizationofdriveandchanneldeepplowing,wovenoutofthelow-endliquor"theextensionofthecity'snetwork,soastoachievegreatsuccess.

Modethree:

productinnovationmodelrepresentedby"knife":

In2003,theknifewineenteredthemarketwithitsuniquewhitelabel,blackcharactersandcompletelydifferentfromtheimageofthetraditionallow-endliquor.Atthesametime,knifewinealsocreatedalow-endChineseliquor,butalsoadvocatedthebeginningofculturalmarketing.Soon,inHebeiprovincemarket,knifewineoccupiesanabsoluteshareof5yuanpriceproducts.In2007,theknifewinethroughtheimageofspokesmen,changeadvertisingdemands,changebottlesandothermeasurestopromoteproductupgrades,begantoenterthepricerangeof10yuanandmore.Today,theknife10yuan-18yuanpriceofproductsaleshaveaccountedforabout40%oftotalsales,becomeShandong,Hebei,BeijingandTianjinandotherlow-endliquormarketstrongcompetitors.

AndJunConsultingCo.,Ltd.seniorconsultantJuneto"ChinaWineNews"reporteranalysissaid,"knifewine"upgradepathshows,

Theefficiencyoftheproductreleaseispricelaw,energylawandproductbrandlawfromthenatureoftheindustrypointofexpressionsystem,theshorttermbringstotheenterprisetoenhancetheefficiency,buttheefficiencyofdoomsdayproductscanbringtotheenterpriseistobeattributedtothe"brand"effect.Inrecentyears,manysuccessfulliquorbrandconstructionis"brandproducts","product"efficiencyandthecorresponding"brand"efficiency,constitutetheenterprisetounderstandanddealwiththelawofind