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Maotai is eager to get rid of "flying dependence"

2019-2-13 15:04| 发布者: 左二爷| 查看: 1234| 评论: 0|来自: 成都桑拿网www.cdr114.net

摘要: Maotai Group Liquor Series is becoming the main thrust of enterprises during the Spring Festival of 2019. In the promotion of various channels of enterprises and the laying of goods, Liquor Series and ...
Maotai Group Liquor Series is becoming the main thrust of enterprises during the Spring Festival of 2019. In the promotion of various channels of enterprises and the laying of goods, Liquor Series and its brands such as Liquor Practice occupy the core position. Correspondingly, the publicity of 53 degree Feitian Maotai products has weakened, and no obvious and large-scale publicity and marketing activities for Maotai liquor have been seen in all channels. Only online platform launched the Spring Festival daily designated time to snap up 1499 yuan Feitian Maotai activities, even so, Feitian Maotai is still on the line every day is quickly emptied. Industry insiders are not surprised about this. Feitian Maotai's capacity limitation and the determination of its annual allocation are doomed to remain in short supply for a long time. At the same time, in order to reach the target of 100 billion yuan in 2019, at the same time, reduce the dependence on Maotai liquor and push the series of liquors to the front of Taiwan, it is necessary for Maotai to go further. Road.
Series of wines go to the front of the stage

After visiting the markets of Beijing and Liupanshui in Guizhou, the reporter of Beijing Business Daily found that Maotai's liquor series is becoming the main force of the promotion activities for the Super Spring Festival. Maotai prince's liquor, Lai Mao, Chinese sauce and Tianchao top-grade products are carrying out large-scale promotional activities. At the same time, as one of the important brands of Maotai Group, similar to Maotai series liquor, the liquor-learning brand has become the core of the promotion exhibition cabinet of many local merchants and supermarkets, and the liquor-learning marketing channel has been expanded on a large scale since 2018.
Beijing Business Daily reporter and Beijing Shuangjing Carrefour sales staff communication process learned that Feitian Maotai is still in demand, sales staff more recommend Maotai series wine. In the Wal-Mart supermarket in Liupanshui, Guizhou Province, Beijing Business Daily reporters received more positive recommendations. The salesmen of the store actively recommended the current hot sales of Maotai series liquor and the corresponding discounts for the Spring Festival. They told Beijing Business Daily that the current series of liquor sales are good, as long as there is no excessive demand for high-end liquor, the price segments involved in these series of liquor can already meet the Spring Festival. During this period, the gift-giving and Self-drinking needs of consumers, especially the products with similar packaging, such as Maotai Prince Wine, have become one of the products that consumers focus on purchasing, and Lai Mao is also a high-end product with good reputation in the shop.
In fact, not only in marketing channels to promote the series of liquor, in the price level, Maotai also tried to promote the value of the series liquor by raising the price. According to the public information, in order to establish the brand image of Maotai Maotai Maotai Maotai Liquor Series Liquor, the circular on the recommended retail price of Maotai Maotai Maotai Liquor Series Liquor in different years was issued by Maotai Maotai Liquor Marketing Co., Ltd. (735.250, 17.33, 2.41%). The retail price of 51 degree Chinese sauce liquor in 2018 was adjusted to 548 yuan, while the price of 53 degree Maotai Prince liquor in 2018 was changed to 258 yuan.
In addition, Beijing Business Journal reporters also observed that Maotai Liquor, as the backbone of Maotai Group, was particularly low-key during the Spring Festival, unlike the high-profile marketing of a series of liquors, or even the large-scale advertising campaigns in airports and business circles.
Get rid of "flying dependence"
Beijing Business Daily reporter also learned from Maotai that Maotai Liquor Series is the focus of Maotai Group at present. Before the Spring Festival, Maotai had just embarked on a 30,000-ton technical transformation project of Maotai Liquor Series, with a total investment of 8.384 billion yuan. This project is also a key year for Maotai to achieve its goal of 100 billion yuan. It is an important opportunity for Maotai Maotai Liquor Series to change from high-speed development to high-quality development. It is also a strategic layout made by Maotai Group to meet the needs of the situation and development.
Industry insiders pointed out that behind the high-profile promotion of Maotai liquor series, is the high market price of Maotai liquor, the continuing tight market supply and the huge share in Maotai profit statement.
During the peak season of the Spring Festival, Beijing Business Journal reporters visited the current market price of Maotai liquor. In a famous liquor and cigarette store located in Lujiaying area, the price of Feitian Maotai liquor with 53 degrees and 500 milliliters was 1980 yuan, much higher than the official price of Maotai, which was 1499 yuan; in a distribution point near Shilihe Mountain Hydrological Park, the merchant quoted 1850 yuan. In fact, a reporter from Beijing Business Daily visited many famous liquor outlets and learned that the price of 53 degree Feitian Maotai liquor has been generally around 1850 yuan, with the highest quotation even exceeding 2000 yuan.
Although the volume of investment is no longer increasing substantially, the view of the industry is that, according to the previous semi-annual report issued by Maotai, Guizhou, Maotai has realized a revenue of 33.397 billion yuan, while the revenue of series liquor is 3.993 billion yuan. The absolute value is still not in the same volume.  However, the series of liquors rose 56.7% compared with the same period in 2017, and their revenue share in Maotai also increased slightly. With the acceleration of Maotai's series liquor strategy, it is really trying to reverse the dependence on Maotai liquor products represented by 53 degree Feitian Maotai as soon as possible.
Visibility still needs to be improved
According to the three-quarter report issued by Maotai, Guizhou, the proportion of Maotai liquor and series liquor in the main business income is 88.04% and 11.96%. Among many series liquors, except Maotai Prince liquor, welcome liquor and Lai Mao liquor, a few are well-known, the rest are mostly unknown to consumers.
Cai Xuefei, an expert in liquor marketing, told Beijing Business Daily that Maotai's production capacity is the main factor in the current situation.

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