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构建酒业大单品“护城河”

2020-12-28 07:55  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

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如在习酒经销商大会上,习酒公司党委书记、董事长钟方达明确表示,明年将继续做大单品;而昨天召开的首届茅台醇天工开物节暨2020茅台醇品牌年度盛典上,贵州茅台酒厂集团技术开发公司也宣布,在“十四五”期间,公司将力争实现营业收入突破100亿,茅台醇单品冲刺50亿,50亿规模的产品,对于酒企来说,足以称之为一款大单品了。

1、大单品形成酒企“护城河”

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泸州老窖为例。几年前,泸州老窖聚焦五大产品品牌,清理数百款开发产品,构建了更为清晰的高中低产品线。这不仅有效地保护了泸州老窖的品牌资产,强化品牌认知,也提升了企业围绕各主导产品品牌采用“大单品”聚焦战略进行市场化操作的能力。去年,国窖1573就已经实现百亿规模,成为泸州老窖迅速发展最强劲的驱动力;再如习酒,其百亿规模有窖藏1988一半以上的功劳;还有牛栏山,陈酿所占比例不小。大单品,似乎已经成了百亿规模酒企的“护城河”,发挥着重大作用。

之所以将其称之为“护城河”,是因为如今在市场集中度不断提高的形势下,一方面体现的是产品集中,另一方面体现的是企业对某个细分价格带的绝对占有。对于这样的现象,酒说智业顾问、智邦达营销管理咨询有限公司董事长张健表示,在强对抗竞争环境下,对于企业而言,最核心的战略就是聚焦,产品聚焦、市场聚焦,只有聚焦才能“形成拳头”,从“臃肿的胖子”到“精干的瘦子”。

2、“护城河”具备哪些特征?

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首先,具有明显的品牌效应。比如剑南春,和同价位的产品放在一起,不可替代性没有那么明显,但如果让消费者自由选择的话,剑南春被选择的比例会明显地高出同类产品。这就是品牌的优势,因为剑南春在这个价位上占据的时间最长。在某一个区域内,有些产品也会在同类价位中胜出,比如白云边12年,在湖北市场就能在百元价位上成为消费者的首选。这种优势和区域密切相关,离开了这个区域,优势不在。当然总的来说,还是因为该单品具有明显的品牌效应。

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3、拓宽“护城河”的同时,也要规避风险

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    关键词:白酒板块 大单品  来源:酒说  佚名
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