Can the five-star red Xifeng help Xifeng return to the "first phalanx" of liquor?
Wen丨Liquor's team (ID: jiuyejia360)
Liquor super-high-end market is renewed.
On August 30th, the second anniversary of the launch of red phoenix with the theme of "Five-star Glory Bloom" was held in Baoji, Shaanxi. Liquor industry experts learned that the new five-star red Xifeng Liquor put on the market this time is positioned as an ultra-high-end product of Xifeng Liquor , and the market price is 3980 yuan per bottle. The prelude of Xifeng Liquor's grabbing a super high-end position kicked off.
"Returning to the first-class wine sequence" is the strategic goal of the four famous wines Xifeng Liquor in recent years, and as the "top brand" Red Xifeng is a well-deserved pioneer on the road to the value of Xifeng Liquor.
"In the first quarter of 2021, the overall revenue of Red West Phoenix will achieve a growth of 600%, becoming one of the fastest growing products in the high-end liquor field." Shaanxi West Phoenix Distillery Group Co., Ltd. Party Secretary, Chairman, Shaanxi Xifeng Wine Co., Ltd. Chairman Zhang Zheng said at the press conference.
In the context of the explosive growth of high-end performance, Red Xifeng took advantage of the trend to advance into the ultra-high-end, which seems to be a natural result. However, old famous wines such as Maotai, Fenjiu, Luzhou Laojiao have been successful In the ultra-high-end market, can Hong Xifeng's "pole vault" successfully cross the line?
"The (five-star red Xifeng) policy is good! The positioning of Red Xifeng determines the quality of Xifeng’s development.(Five-star Red Xifeng) Extending upward is actually to increase the high-end attributes of the existing product (Red Xifeng). This move is of strategic significance. "A Xifeng Liquor distributor told the liquor industry.
The liquor industry learned that in order to maintain the scarcity of five-star red Xifeng, the output of this product is 10,000 pieces per year, and the price will increase by 100 yuan per year thereafter. /Bottle way to maintain its product value.
It is understood that after the five-star red Xifeng goes public, Xifeng will build its market system around five levels:
One is the three "1" launch strategy. Five-star red Xifeng is given a "unique identification", the total amount put on the market every year is 10,000 boxes, and it strictly guarantees that 100 customers in and outside the province are selected to ensure the market Order continues to develop in a healthy manner.
The second is to implement a market operation model of "preferred + monopoly". "Preferred" refers to selecting the best from the existing distributors of Red West Phoenix, and having high-end group buying resources
"Monopoly" is in Xifeng Liquor National Self-Owned Liquor Stores and Xifeng Liquor Online The official flagship store is for sale, and dealers can only sell in group buying channels.
The third is to strictly implement the quota system. Xifeng will formulate annual and quarterly quotas for each group buyer based on the actual characteristics of the group buyer And monthly quotas; and based on the principle of "payment by month and shipment by month", combined with 's purchase, sales and inventory , violations and plan implementation progress, dynamically adjust the plan and delivery of group buyers.
The fourth is to increase the invoicing price every year. Xifeng will increase the invoicing price of the five-star red Xifeng every year to maintain its value.
The fifth is to cultivate ultra-high-end consumers.Xifeng will start the C-end strategy of Five-Star Red Xifeng, with user cultivation as the development concept, innovate marketing models from brand building, cultivating scenes, supporting organizations, etc., focusing on ultra-high-end consumer groups, and updating and empowering the marketing team. Yes, quickly promote the implementation of various marketing actions.
Brand management expert and chairman of Jiudu Consulting, Ma Fei believes that Chinese liquor is a big brand and a high-priced industry leading the development of the industry. As the four famous wines, Xifeng needs to expand its influence in the high-end field. "Red West Phoenix, as the representative product of Xifeng Liquor in the high-end, should have more brands, and the five-star Red West Phoenix, as an upgraded product of Red West Phoenix, enters the ultra-high-end market, which has certain strategic significance."
"Xifeng's move is to stimulate the return of brand value, and it also allows distributors and consumers to see Xifeng's brand ambitions in the high-end market." There is a senior industry insider. According to the analysis, the price of Five-Star Red Xifeng at 3980 yuan/bottle is strategically classified as a " dislocation competition" method. The current high-end and ultra-high-end products on the market are mainly concentrated in the 1000-2000 yuan price band Although Fenjiu, , Wuliangye, etc. have also raised the price of their ultra-high-end products to around 3,000 yuan, they are all in the initial stage of market introduction and are still in the product promotion and cultivation stage. Five-star red Xifeng directly raised the price. 1000 yuan, the purpose is to stagger the price space similar to other famous wines or fierce competition, and maintain their own potential energy advantage at the price level.
According to the law of value and the influence of supply and demand, high scarcity will produce high prices. Therefore, Xifeng will set the annual production capacity of five-star red Xifeng at 10,000 pieces to ensure product scarcity and price The stability of the brand, the return of the value of the brand, and the return to the first phalanx of Chinese liquor.
However, some people in the Shaanxi wine industry pointed out that although the Red West Phoenix is experiencing high growth, there are Wuliangye, Guojiao_lang, , and . , Qinghuafen, , Yanghe Mengzhilan and other powerful opponents, to cultivate five-star red Xifeng, Xifeng needs sufficient strategic determination.
"Suddenly following the ultra-high-end price band, you need concentration and stamina! You have to endure a period of (time) loss of money to make yelling." A person from Shaanxi who is familiar with Xifeng pointed out: "( 张正) The chairman's pattern and courage are very strong, and there should be no problem."
Indeed, Xifeng’s base market, Shaanxi, has a limited capacity in the ultra-high-end market, and going out of the province will face the challenges of high-end mature products in other markets. Xifeng launched the five-star red Xifeng at this time, demonstrating its strategic courage to develop high-end at all costs.
In 2020, Red West Phoenix has achieved steady growth through the core strategy of "increasing merchants, building terminals, expanding the population, and upgrading the brand". With Red West Phoenix as the main element, West Phoenix has also established 7 stores across the country. Directly-operated stores, 262 specialty stores, and more than 1,000 cooperative stores are accelerating the pace of deployment outside the province.
In the first half of 2021, Xifeng Wine achieved sales revenue of 4.143 billion yuan, completing 131% of the half-year mission, an increase of 92% over the same period. Among them, Red West Phoenix grew by 600% in the first quarter, and increased by more than 400% in the first half of the year, which also provided the confidence for West Phoenix's strategic investment in the ultra-high-end market.
Obviously, to grab a super high-end position, Xifeng Liquor is well prepared, and the market pattern of super high-end liquor may be rewritten.
What do you think of Hong Xifeng's "pole vault"? Welcome to leave a message in the comment area for discussion.
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