There is a wine in Luzhou, Sichuan. Its former production volume was the sum of Sichuan Liquor Factory ( Wuliangye , Langjiu, Jiannanchun , Quanxing Daqu ). It is also the first liquor company in China to exceed one million in scale. It is listed as the "Chinese Four Famous Liquor " with Moutai . It is ---- Luzhou Laojiao .
Luzhou Laojiao is still ranked among the top three in the country. Young friends think that Luzhou Laojiao's development is stable and smooth, but in fact it is not. Luzhou Laojiao once declined and almost fell into the ranks of famous wines.
·Luzhou Laojiao’s general direction selection error
1988 was an important year for Luzhou Laojiao. The country opened up the price control of wines and . All the top 17 famous wines increased prices. Then, " wines are not allowed to be on the official seats " was released again. There are two ways to put it in front of all famous liquors: one, keep the price high and keep the price high; the other, reduce the price to ensure sales.
Luzhou Laojiao chose the latter, and the effect will be very good in the short term. However, over time, the benefits of maintaining high-priced Moutai and Wuliangye have emerged. As the living standards improve, consumers abandoned Luzhou Laojiao and were willing to pay for the high-priced price.
In the next ten years, Luzhou Laojiao was kicked out of the top three due to its large inventory, and its management was chaotic due to insufficient liquidity and chaotic management. It has no name in the top three.
·Restore the momentum
In 1999, when Luzhou Laojiao was cleaning the factory, he discovered the old cellar from the Ming Dynasty 40,000 years old, which is 1573. As the saying goes, ", a thousand-year-old cellar, ten thousand years old," . This opportunity saved the dilemma of Luzhou Laojiao.
The subsequent launch of " Guojiao 1573" is still one of the three high-end wine giants . All Luzhou Laojiao needs is an opportunity to transform into high-end, which is similar to the later Quanxing Daqu launch of Shuijingfang .
Discover the site of the wine cellar, which is the cliff of the martial arts master. If you jump down, you will have peerless martial arts waiting for you. If you come out, you will be invincible.
·Guojiao 1573 made Moutai carry sedan
Guojiao 1573, how can we gain a foothold in the high-end liquor market? Luzhou Laojiao came up with a trick to fight back: issue stock options to dealers, the more they sell, the higher the stock price, the more bonus you get, and the stocks you can cash in.
didn't go smoothly at the beginning, because the dealer couldn't understand it, and had never seen it before, so he dared not do it. Some of
are willing to try to do it. The efforts of only a small number of people have tripled the stock price of Guojiao 1573. Seeing that it is profitable, other dealers followed suit and shouted "Buy ten boxes of Guojiao 1573 and get two boxes of Wuliangye, or give one box of Maotai liquor."
let the already famous high-end wine carry it for themselves. This trick is quite beautiful.
Luzhou Laojiao quickly broke through the 10 billion mark, and stood with Feitian, Puwu, and divided the world of Baijiu. Entered the top three liquor again. Today, Guojiao 1573's high-end wine name is still very good.
liquor industry is changing rapidly. The liquor that follows the famous liquor route is social liquor. that follows the "minister" liquor route is food liquor. There is no high or low, only different attributes. Guizhou's "minister" Yuande wine still appears in the circle due to the reputation of the masses. Sales channels defeat brand benefits are the inspiration of Guojiao to Yuandejiu.
emphasizes brand and channel, brand is lost; emphasizes channel and weak brands, and the brand will become stronger and stronger. Yuande Liquor is a soybean-flavored liquor produced in the core production area of Kweichow Maotai Town. It has the typical characteristics of Maowei soybean-flavored liquor, Daqu Kunsha, 12987 process, high-quality sorghum as raw materials. If you want to achieve a wine like Moutai Liquor, it will obviously not be successful by building a brand alone.
Yuande Liquor pays more attention to channels, online and offline carpet-style distribution, not afraid of my fame, but consumers won’t see me. This method is very suitable today when there are many liquors. Now Yuande Liquor has not only become a substitute for Moutai Liquor in Guizhou, but also very popular in Jiangsu and Zhejiang areas. The channels have expanded and sales have surged, which has contributed to the lack of fame.
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