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高端酒将扩容至1600亿 清香品类高端化是战略性任务

2020-12-29 07:57  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

青花汾酒30·复兴版已上市3月,一些区域的经销反映目前仍在等待厂家发货,很想在年前完成市场布局。

ZHEIYANGDEXIANXIANGBEIHOUYOULIANGDAYUANYIN,YISHIQINGHUAFENJIU30·FUXINGBANSHUSHIXIQUE;ERSHIZAIZHENZHENGYIYISHANGGAODUANCHANPINFENGMAOLINJIAODEQINGXIANGPINLEIZHONG,ZHANSHANGQIANYUANJIAWEIDAIDEQINGHUAFENJIU30·FUXINGBANBEIFUYULEDAIDONGQINGXIANGPINLEIGAODUANHUAFAZHANDELISHISHIMING。

CONGGEDAYANJIUJIGOUHEXINGYEZUZHIDEPANDUANLAIKAN,WEILAIZHONGGUOBAIJIUXINGYEGAODUANHUAKUORONGYECHENGWEIGONGSHI,DANSHIZAICIGUOCHENGZHONGXIANGXINGQUEWEIMINGXIAN,BIRUQINGXIANGDEQUEWEI。

SUIRANXIANGXINGMEIYOUYOULIEZHIFEN,DANSHIZUOWEISIDAJICHUXIANGXINGZHIYIDEQINGXIANG,RUJINDECHUJINGDUOSHAOYOUDIANGANGA。ZAIGAODUANHUAKUORONGDEDAQUSHIXIA,QINGXIANGPINLEIDEGAODUANHUAWEIHEZHIHOU?QIGAODUANHUAZHILUXUYAOKEFUSHENMEKUNNAN?

1、清香为何“不争气”?

GUANGYISHANGLAIJIANG,QINGXIANGDESHENGCHANDABENYINGZAIHUABEIDIQU,JIYONGYOUQINGXIANGMINGJIUFENJIU,YOUYONGYOUFANQINGXIANGPINLEIDELAOBAIGANXIANGXINGHEERGUOTOUXIANGXING。

CONGZIBENCENGMIAN,ZHUDAQINGXIANGPINLEIDESHANGSHIJIUQIBINGBUSHAO,YOU4JIA(FENJIU、NIULANSHAN、QINGQINGKEJIU、LAOBAIGAN)。JISHISIDAXIANGXINGZHIYI,YOUYONGFENJIUZHEIYANGDECHUANTONGMINGJIU,DANSHIQINGXIANGZAIPINLEIJIAZHIGAN、PINLEIXINGXIANGSHANGDOUSHIZHONGRANGRENGANJUECHADIANYISI,ZAIGAODUANHUAFANGMIAN“BUZHENGQI”。

ZHEIQIZHONGDEJIEZHENGZAIYUGONGSHI,JIZHANGSHIJIANYILAI,QINGXIANGZAIDAZHONGDERENZHILIJIUSHIZHUDAZHONGDIDUANCHANPIN。

JIUYEXUETANGCHUANGSHIRENZHANGFENGZHICHU,ZHENGTISHANGLAIKAN,ERGUOTOUZAIQUANGUODERENZHIRENGRANSHIXIANGDUIDIDUANHUA,QIEZHANGQIRUCI;QICI,ERGUOTOUPINLEIZHIJINDOUSHIQINGXIANGPINLEIXIAOFEIQUYUNEIDEDAZHONGXIAOFEICHANPIN,JIUXIANGGUANGDONGDECHIXIANGXINGMIJIU,GUYOURENZHIHENNANGAIBIAN。

ZHEIYANGDEGONGSHIQISHIYOULIYOUBI,YIFANGMIANQINMINDEXINGXIANGYIJIDINGWEIJINGZHUNDECHANPINNENGGOUKUAISUKUODAXIAOLIANG,JIANLIXIAOFEIZHEJICHU;YIFANGMIAN,MIANDUIQINGXIANGGAODUANCHANPINSHI,HENDUOXIAOFEIZHEHUITOUCHUBUXINRENPIAO,GAODUANCHANPINDETUIGUANGYICHANGJIANNAN。

具体到产品,光瓶酒同时也是大众化产品的两大代表——玻汾、牛栏山二锅头(清香)都是几十上百亿的超级大单品。但是其背后的汾酒、牛栏山在推广高端产品时要付出更多的精力来重塑品牌

ZAIZHEIYANGDEBEIJINGXIA,ZHANGFENGRENWEI,NIULANSHANDENGERGUOTOU(QINGXIANG)DAIBIAOXINGQIYEYIZHIGAODUANHUABULI,BINGQIEYIJINGBAERGUOTOUPINLEIDEDIDUANHUAZUOSHI。

“ERGUOTOUPINLEISHIWUFAZHENZHENGCHENGWEIYANXISHOUXUAN,GENGBUHUICHENGWEIGAODUANYANQINGSHOUXUAN。”ZHANGFENGSHUODAO。

DUOZHONGYINSUYINGXIANGXIA,YIXIEQINGXIANGJIUQIZAIGAODUANHUAZHILUSHANGSHENGANWULI,SHENZHIKAISHIZIBAOZIQI。

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2、高端白酒市场份额未来有望达40%

清香高端化已具备基础条件

ZHENGYITANGZHANLVEZIXUNJIGOUDONGSHIZHANGYANGGUANGRENWEI,MUQIANZHONGGUOBAIJIUCHANYECHENGXIANSANDAXIANZHUTEZHENG:JIUQIXIANZHUJIANSHAO、CHANNENGXIANZHUJIANGDI、LIRUNXIANZHUZENGJIA。

ZAIZHEIYANGDEQUSHIXIA,GAODUANHUACHANPINYINGLAILISHIXINGJIYU。QIANZHANCHANYEYANJIUYUANDESHUJUXIANSHI,2019NIANWOGUOGAODUANBAIJIUSHICHANGGUIMOYUEWEI1011YIYUAN。ZHI2029NIAN,WOGUOGAODUANBAIJIUSHICHANGGUIMOJIANGDADAO1600YIYUAN。WEILAI,YOUYUXIAOFEIZHEDESHENGJIXUQIUHE“HEDESHAO,HEDEHAO”DEQUSHIFAZHAN,JIANGLINGZHONGDIDUANBAIJIUSHICHANGZHANYOULVZHUBUXIAJIANG;ERGAODUAN、TEBIESHICHAOGAODUANSHICHANGDEZHANYOULVJIANGXUNSUTISHENG。

XIANGGUANFENXIRENWEI,WEILAIWOGUOGAODUANBAIJIUCHANPINLINGYURENGYOUXIANZHUZENGZHANGQIANLI,ZHI2029NIAN,WOGUOGAODUANNAIZHICHAOGAODUANBAIJIUSHICHANGFENEJIANGDA40%ZUOYOU。

ERZHENGYITANGDESHUJUYEZHIXIANGLELEISIDEJIEGUO,800YUANYISHANGDEGAODUANBAIJIUGUOQUWUNIANDEFUHEZENGZHANGLV30%,WEILAIHAIYOUKENENGYINGLAIGAODUANSHANGWUYONGJIUDE“JINGPEN”。

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HAOWUYIWENDESHI,GAODUANHUAJIUYIWEIZHEGAOLIRUN。

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YIFENJIUWEILI,QIBANNIANBAOXIANSHI,2020NIANSHANGBANNIANFENJIUDEZHONGGAODUANCHANPINQINGHUAFENJIUSHOURUTONGBIZENGSUZAI30%YISHANG。TIANZHUOPENGFENXIRENWEI,QINGHUA30DEFANGLIANGSHIFENJIUDAKAITOUBUSHICHANGDEDIYIBU,FENJIUTONGGUOQINGHUAFENYIJINGZAITOUBUZHANLVESHANGHUODECHUBUCHENGGONG。

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3、清香品类高端化革命是战略性任务

MUQIANJIANGJIUDAYOUXIJUANQUANGUOZHISHI,ERQIEZAIGAODUANHUA、PINLEIJIAZHIGANDENGFANGMIANJUYOUTIANRANYOUSHI。

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DINGYONGZHENGRENWEI,JIANLIGAODUANXIAOFEIGONGSHIDEGUOCHENGZHONG,KEYAOQINGGUOJI、GUONEIZHIMINGXUEZHE,SHENGWUXUEJIA、SHENGMINGKEXUEDENG,CHANSHUQINGXIANGDEJIAZHI;YIFENJIUQINGHUAXILIEWEIDAIBIAODEZHONGGAODUANCHANPINYINGGAIDADANTIJIA;KUODAGAODUANXIAOFEIQUN,RANGQINGHUAZOUXIANGSHIJIE,DUOCANYUGUOJIAXING、GUOJIXINGSHANGYEDAHUI。

YUCIYIQUTONGGONGDEGUANDIANSHI:PINLEIHEXINJIAZHIYUZHULIUXIAOFEIXUQIUDEQIANGLIEGONGMING,SHIQINGXIANGXINGBAIJIUYINGLAIXINYILUNFAZHANGAOCHAODEBENZHISUOZAI。

在具体操作层面,马斐认为清香高端产品在营销上要走核心圈层营销,主打稀缺性,多在高端体验、品鉴、会员制上下功夫,全渠道运作不是好的选择;在品牌上有集中突破高端人群的高端资源传播上做文章,占领高端传播资源,做文化类传播。

ZAIKOUGANPEIYUFANGMIAN,DINGYONGZHENGJIANYIYAOFAQIQINGXIANGWEIJUEGEMING:ZAIBAOCHIYUANYOUFENGGEDEJICHUSHANG,ZENGJIACHANPINKOUGANDEFENGMANDUHESHUSHIGAN,JIANLIGAODUANQINGXIANGCHANPINDEZHUANYOUKOUGAN、ZHUANYOUFENGGE、ZHUANYOUTIYANXITONGHUABIAODA。

ZAICIGUOCHENGZHONG,KECONGXIGUIHUABIAODA、DUTEHUABIAODA、CHAYIHUABIAODA、WEIJUEHUABIAODADENGFANGMIANZENGQIANGGAODUANXIAOFEIZHEDEGANZHIDU。

其实,无论是业界还是消费者,在清香高端化这个命题中,都对汾酒寄予厚望。田卓鹏认为,汾酒今后应该站稳次高端位置,谋求千元价格标杆,和价值标杆。作为“汾老大”,汾酒有责任、有义务、有能力挑起整个清香品类的天花板。从而树立千元以上、高端甚至超高端品类的形象。从文化、历史、产区、品质、市场等多个维度考量,汾酒都是最有希望、最有能力做到的。

DINGYONGZHENGBIAOSHI,DANGFENJIULVXIANJUQIQINGXIANGGAODUANHUADEDAQIHOU,DIERTIDUIDEQIYEDEGAODUANHUAJUEXINXIANDEFEICHANGZHONGYAO,ZHEISHIHOUXUYAOQINGXIANGQIYEYIZHIRENWEIQINGXIANGGAODUANHUAYIDINGSHIKESHIXIANDE。

    关键词:清香型 高端酒  来源:酒业家  肖磊
    (责任编辑:程亚利)
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