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风口之下的高线光瓶酒反思

2020-12-04 08:30  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

近期,国内某著名白酒品牌旗下推出了一款光瓶酒新品,其售价超过500元。可以说,虽然高线光瓶酒近年来已成为行业内火热名词,但是当这一现象发生之后,大家才发现,高线光瓶酒似乎有些高不可攀了。一直以来,光瓶酒都是白酒低端消费的代名词,行业的发展历程某种程度也是白酒包装从无到有再由俭到奢的一个过程。而盒装酒的价格趋势也是一路向上,百元档到次高端,再到千元价位,可以说大部分厂家的产品价格发展路线基本如此。

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一、光瓶酒与盒装酒之间价格分界虽然变模糊,但没有消失

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无论企业有什么样的战略规划,但是有一个基本事实,光瓶酒在当前国内市场,始终是处于价格金字塔的底端。虽然有小部分产品能突破价格上限,但是从趋势来看,光瓶酒在一段期间内很难完全进入盒装酒的价格领域,并与之进行市场抢占。

二、高线光瓶酒不等于高价光瓶酒

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三、高品质与高价值才是高线光瓶酒的核心价值

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四、高线光瓶酒的发展趋势是曲折多变的,必然存在各种波动。

正如茅台也曾经历了价格起伏。高线光瓶酒作为一个新兴事物,其发展注定不会一帆风顺。从阶段来看,目前尚处于初级阶段。整体市场并未成熟,也没有形成头部产品。这种情况下各厂家都有抢夺领导位置的机会,某种程度也造成了竞争的复杂与多变性。

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    关键词:光瓶酒 转型 高线光瓶酒  来源:华策酒业评论  杨承星
    (责任编辑:程亚利)
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