湖南幸运赛车

所在位置:佳酿网 > 酒业研究 >

5大硬伤缠身的徽酒如何破局?

2021-01-05 08:15  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

SUIZHEZHONGGUOBAIJIUTILIANGTUPOQIANYIDAORUJINDEWUQIANDUOYIGUIMO,BAIJIUXINGYEYELIJINGLEDUOLUNDIAOZHENG,ZHENGSUOWEICANGHAICHENGCHENDENGXIANSHI,JIANGHUFENGYUDUOBIANHUAN。

如果以省份为维度,评比白酒“兵器谱”,川酒毫无疑问是第一,虽然贵州有茅台这一酒企龙头老大,但是川酒底蕴之深不可小觑。而徽酒,如果说以前与川酒之间是棋逢对手,那么如今,却是有些一言难尽了。

川酒以六朵金花为代表,以省内市场为支点,在全国市场纵横驰骋,开疆拓土。而徽酒省内一超多强格局已定,省外发展却是如履薄冰。诚然,这其中原因复杂,但是不得不让人有种无可奈何花落去的感叹。

孟子说:天时不如地利,地利不如人和。这句话倒是可以解释两者如今地位差距变化。众所周知,中国白酒的源头不是四川,也不是安徽。但是由于地理位置与气候等原因,如今四川已经成为中国白酒核心产地,且是每年中国春季糖酒会固定举办地点,集多种光环于一身。而安徽,虽说也处于江淮平原,但与天府之国相比,在白酒产地上,却没有形成分庭抗礼的优势。有意思的是,虽然徽酒在产量与销量上与川酒渐行渐远。但是,依托于白酒企业的酒业营销咨询行业,其创始人绝大部分却是安徽人。

YOUYULISHIYUANYIN,ANHUICHENGSHENGBUGUOJIBAINIANSHIJIAN,QIEDIYUNANBEICHAJUDA,ZHEIJIUZAOCHENGLEHUIJIUSHICHANGJUYOUYIDINGTESHUXING。ZHEIZHONGCHAYIYISHIXIAOFEIXIGUANNANBEIBUTONG,ERSHIXIAOFEISHUIPINGDABUYIYANG。DANGQIANHUIJIUGEJUKEYIYONG“YICHAODUOQIANG”LAIXINGRONG,GUJINGZUOWEIBAIYILONGTOU,ZAISHENGNEINAIZHIQUANGUODOUYOUJIAOGAOZHIMINGDU,QICIRUKOUZIJIAO、YINGJIAGONGJIU、ZHONGZIJIU、XUANJIUDENGZAISHENGNEIBUFENQUYUNEIYEJIJUYOUSHI。

BIZHERENWEI,SUIRANMUQIANKANLAI,HUIJIUZHENGTIFAZHANBUCUO,DANSHIQIQUANGUOXINGYINGXIANGLISHIZAIZHUBUXIAHUADE,SUIRANGUJINGQUANGUOHUABUJURUHUORUTU,DANSHIHUIJIUZHENGTIFAZHANQUEBUJINRENYI。ERZHISUOYIHUICHUXIANZHEIZHONGXIANXIANG,YIXIAJIGEYUANYIN。

1、重营销而轻品牌

DUONIANLAI,HUIJIUSHICHANGWEIBAIJIUXINGYESHUCHULEXUDUOYINGXIAORENCAI,ERZUOWEIZHONGGUOBENTUZUIWEIRENZHIDEJIDABAIJIUYINGXIAOZIXUNGONGSI,QICHUANGSHIRENJIBENDOULAIZIANHUI。KEYISHUO,ZAIYINGXIAOZHANLVEYUXIAOSHOUZHANSHUCENGMIAN,HUIJIUYIZHISHIZAIYINLINGCHAOLIU。

DANSHI,SUIZHEXINGYEFAZHANJINRUPINGWENQI,ZHANSHUCHUANGXINSUDUJIANHUAN,TONGZHIHUAJINGZHENGYUELAIYUEMINGXIAN。ERYUCITONGSHI,KEXUEJISHUDEFAZHANSHIDESHEHUIJINRUXINXIDABAOZHASHIDAI,YIWANGYOUYUDIYU、JIAOLIUSHOUXIANSUOYONGYOUDEZHANSHUYOUSHISANGSHIDAIJIN。

JUGELIZI,ERSHINIANQIAN,HUIJIUDANGSHIZAILIUTONGQUDAOTUIXINGMAIJIUDEMEIYUANDECUXIAOHUODONG,DASHOUHUANYING,ERRUJIN,MAIJIUSAOMAZHONGXIANJINHUOSHIWUJIANGLIDECUXIAOSHOUDUANYIJINGSIKONGJIANGUANYUDAXIAOQIYE。

ZAIBIRUPINPAICHUANBOCENGMIAN,YIYANGHE、FENJIUWEIDAIBIAODEYIXIANMINGJIUZAIQUANGUOJINXINGXITONGHUADEPINPAIYITICHUANBOCELVE,XIAOGUOXIANZHU。ERHUIJIUDEPINPAICHUANBOCELVE,ZONGTILAISHUO,CHUANBOFANGSHIDANYIZHONGFU,TOUFANGSHOUDUANJIANDANCUBAO,CHUANBOXIAOGUOZISHIBUYONGDUOYAN。

YINGXIAOFANGFAWUFAKUAISUCHUANGXIN,XINXIJIAOLIUQUEYOUBIANJIEWUBI。ZHEIDUIYUQIYELAISHUO,SUIRANJIAKUAIZHIJIZHIBIDEXIAOLV,DANSHIHENYIHAN,ZHEIFENYOUSHIDUIYUHUIJIULAISHUO,QUESHIYIGEJUDADECHONGJI。BIJING,ZAIYIYINGXIAOZHANSHUJIANZHANGDEYOUSHISHOUSUNZHIHOU,XIANGYAOZAIZHAODAOYIGEXINDEKANJIAJUEHUO,NANDUBUXIAO。

2、品质没有绝对优势

MUQIANGUONEIJIDAXIANGXING,QINGXIANGXINGDAIBIAOWUYISHIFENJIU,ERFENJIUJIBENJIUKEYIZUOWEIJINJIUDEDAIMINGCI,ERJIANGJIU,DAJIADOUZHIDAO,GUIZHOUJIANGJIUZAIZHEIYIFANGMIANDANGRENBURANG。WEIDUNONGXIANGXING,KEYISHUO,ZUOWEIDANGQIANSHICHANGXIAOFEIZHULIUXIANGXING,CHUANJIUDENONGXIANGZHENGZONGSHUOFASHENRURENXIN。

WEILEJIAQIANGZISHENCHANPINYOUSHI,WUSHUJIUQIDUPIXIJING,CHUANGZAOLENONGXIANGZHIXIAGELEIXIANGXING,QIEFENFENYIKAICHUANGZHEZIJU,ZHIYUZUOYONG,NEIZHINENGRENZHEJIANREN,ZHIZHEJIANZHILE。

SHIZHIJINRI,ZAIGUANGDAXIAOFEIZHEXINLI,CHUANJIUSHINONGXIANGXINGBAIJIUDEDAIBIAO,ZHEIYIXINGXIANGDUANSHIJIANNEIHENNANBEIGAIBIAN。ERANHUIZUOWEINONGXIANGXINGXIAOFEIDASHENG,HUIJIUPINGJIEZHANSHUYOUSHIXINGCHENGLEYIDAOSHENHOUDESHICHANGHAOGOU,DUONIANLAIDATUILEWAILAIPINPAIDESHITAN。

DANSHI,ZHEIYANGDEZHANSHUSHIXUYAOTOURUDALIANGZIYUAN,QUDAO、ZUZHIGEFANGMIANQUANMIANPEIHECAIKEYIFAHUIZUIDAZUOYONG,ZHEIDUIYUHENDUOZHONGXIAOXINGJIUQILAISHUO,SHIYIZHONGYINZHENZHIKEDEXUANZE。

3、走出去却未能站住脚

ZUOWEIQUANGUOBAIJIUSHICHANGZHONGYAOBANKUAI,YIZHIYILAI,HUIJIUSHICHANGYUQIYEDEBIANHUADOUHUIYINQIZHENGGEXINGYEDEGUANZHU。

JINQI,GUJINGSHOUGOUMINGGUANGJIUYEZHEIZEXINXIZAIXINGYENEIYINQILEHONGDONG,ZHEISHIZIGUJINGSHOUGOUHUANGHELOUYILAIDEDIERCIZHONGYAOSHOUGOU,DUIGUJINGDUIHUIJIUNAIZHIDUIXINGYEDOUCHANSHENGLEHENDAYINGXIANG。GUJINGZUOWEIHUIJIULONGTOU,QITIANRANJUYOUDAILINGHUIJIUZOUCHUQUDESHIMING,GUJINGDUONIANLAIYEYIZHINULICHAOZHEJIANLIQUANGUOXINGPINPAIDEMUBIAOQIANJIN。

DANSHI,ZHONGSUOZHOUZHI,HUIJIUBUFAZOUCHUQUDECHENGGONGANLI。RUGUJING、KOUZI、WANJIUDENG,KEXI,QIWUYISHIHAO,BUJIUDANGRUHE。ZAIZOUCHUQUDEGUOCHENGZHONG,HENDUOQIYEYOUYUGEZHONGYUANYINWEINENGZHANWENWAIDISHICHANG,SHIZAILINGRENWANXI。

ERDAOLERUJIN,XINGYEFAZHANYIRANCHUXIANLENEIJUANHUATEZHENG,CISHIYOUZHIYUQUANGUOHUADEJIDAJIUQIDOUZAIMOQUANCAZHANG,CHUNCHUNYUDONG。KEYIYUJIAN,WEILAIQIYEYAOXIANGZOUCHUGENJUDI,KAICHUANGXINJUMIAN,BIRANHUIMIANLINWUSHUXUEZHAN。

4、一超多强利弊不一

DUIYUHUIJIULAISHUO,YICHAODUOQIANGDEGEJUXINGCHENGSHIGEZHONGYINSUJIEHEZAOCHENGDE,DUANQINEIHUIJIUGEJUHENNANFASHENGJUDADONGDANG。ZHEIJIUYIWEIZHEJISHISHENWEILAODADEGUJING,YEMEIYOUBANFAKUAISUYITONGANHUIQUANSHENG,DAZAOYIGELEISIFENJIUZHEIYANGGURUOJINTANGDEDABENYING。

BUKEFOUREN,DUONIANLAI,YIGUJING、KOUZIWEIDAIBIAODEHUIJIUSUIRANGEZIFENZHENG;DANSHI,QIANGDADEZHANDOULIYERANGWAILAIPINPAIFENFENZHEJI,BUDEBUTUICHUANHUISHICHANG。

SHIZHIJINRI,XIANGJIAOYUYUJIUSHICHANGDEYULONGHUNZA,HUIJIUSHICHANGYIJIUSHIHUIJIUZIJIDANGJIAZUOZHU,ZHEIXIEQIYEGONGBUKEMEI。

5、本土市场日益受到冲击

SUIRANXINGYENEIZHIJINDUIHUIJIUBIAOSHIRENKE,DANHUIJIUQUEBUNENGZHANZHANZIXI。

以衡水老白干为例,曾经老白干在衡水地区,号称铜墙铁壁。但去年笔者曾前去调研,发现洋河与泸州老窖在当地已然形成消费氛围,将其铁网打开一道缺口。

ERHUIJIUSHICHANG,ZIYANGHEJUEQI,FEISUFAZHANYILAI,HUIJIUYITUOCHUANTONGQUDAOSUOGOUJIANDEBILEIBUDUANSHOUDAOCHONGJI。

YIYANGHEWEILI,2019NIAN,YANGHEZAIANHUITUPO20YIGUANKOU。ERBIGUJINGZAOYIBUJINRUBAIYIJULEBUDEFENJIU,2019NIANZAIANHUISHICHANG,ZENGFUDADAO249% 。

KEYISHUO,JINJINIANLAI,ZHENGGEANHUISHICHANGSHOUDAOLEDUOLUNWAILAIJIUQIDERUQIN,SUIRANBENTUQIYEZANSHIBAOZHULEBENTUSHICHANG,QUEYEYANHUANLEHUIJIUZOUCHUQUDESUDU,ERYOUSHIHOU,YIBUMAN,BUBUMAN。CISHIDEHUIJIUSHICHANG,YIRANSHISHANYUYULAIFENGMANLOU。

6、破局之道1:

文化+商业的模式复刻

ZAIYINGXIAOYOUSHIZHUJIANTUNSEDEXINGSHIXIA,HUIJIUYIZHIYILAIDEDISHUIBULOUDESHICHANGGEJUBEIDONGYAO,DUIYUHUIJIUQIYELAISHUO,POJUSHIBIRANXUANZE。

DANRUHEPOJU,HENDUOYOUSHIZHISHIRENZHEJIANREN,ZHIZHEJIANZHI,BIZHEZAICITANYIXIEZIJIDEKANFA。

HUIJIUYIZHIYILAIZHONGYINGXIAO,QINGPINPAI。YIKAOYINGXIAODUANQINEIDABUFENHUIJIUQIYEHUODELEKUAISUFAZHAN,DANDANGSHICHANGJINRUSHENCENGFAZHANJIEDUAN,HENDUOQIYECHUXIANLEHOUJINGBUZUDEQINGKUANG。YOUQISHIZAIKAITUOANHUISHENGWAISHICHANGDESHIHOU,PINPAIDIYUNDEYINGXIANGSHIFENMINGXIAN。

例如汾酒,在“三年百亿”战略完成后,提出了打造百亿单品“青花系列”,最终实现双百亿的战略目标。众所周知,紧靠山西市场是难以支撑汾酒双百亿战略实现的。汾酒的全国化布局也早已人尽皆知,尤其是河南市场更成为汾酒省外最大市场。而之所以能取得这样的成绩,汾酒在市场营销之外,依托于晋商文化,实现了品质为基础,品牌为核心,营销为手段的三位一体。

DUIYUHUIJIULAISHUO,ANHUIJIANSHENGSUIDUAN,DANHUIPAIWENHUAQUESHILISHIYOUJIU,JUGUOJIEZHI。DUIYUXIANTIANBUZUDEHUIJIUQIYELAISHUO,WAJUEHUIWENHUADENEIHAN,TISHENGPINPAIRUANSHILI,SHIJIYOUBIYAODE。

TONGWEIZHONGGUOSANDASHANGYEWENHUAYUANLIU,FENJIUTONGGUOFENJIU+JINSHANGDEWENHUASHUCHU,ZAIQUANGUOHUADEZHANLVEDAOLUSHANGYUEZOUYUEYUAN。HUIJIURUYAOFENQIZHIZHUI,JINKAOYINGXIAOSHOUDUANHENNANDACHENG。ERSHENWAHUIWENHUANAIZHIHUISHANGWENHUAZHONGDEHEXINJIAZHI,SHIXIANPINPAIJIAZHITUIBIAN,BUSHIWEIYITIAODAOLU。

7、破局之道2:

成为行业标准建立者

XUEGUOQIYEGUANLIDERENSHIDOUTINGGUOZHEIYANGYIJUHUA:YILIUQIYEZUOBIAOZHUN,ERLIUQIYEZUOPINPAI,SANLIUQIYEZUOCHANPIN。XIANBUSHUOZHEIJUHUASHIFOUJUEDUIZHENGQUE,DANZAIJINTIANDESHICHANGJINGZHENGZHONG,KAICHUANGZHEYUXIANXINGZHEWANGWANGYENENGCHENGWEIZHUDAOZHE。BIRUMAOTAI,MAOTAIDEJIAZHIYIHENNANYONGYIBANXIAOFEILINIANQUCHANSHU。ERDANG“YETIHUANGJIN”DEGAINIANCONGCHAOZUODAOBEIRENKEZHIHOU,KEYISHUO,MAOTAISHIXIANLEYICIBENZHIFEIYUE。

DUIYUHUIJIULAISHUO,JIRANYIJINGLUOHOUJIBU,YAOXIANGGANCHAOMUBIAO,WANDAOCHAOCHESHIBIRANXUANZE。DANSHI,RUHEZHAODAO“WANDAO”,CHENGWEIMOUYIBIAOZHUNZHIDINGZHE,QUEXUYAOSHENSI。JIANGXIAOBAICONGWUDAOYOU,YOULIANGZHICHIBANG,YINGXIAOSUISHIZHONGZHONGZHIZHONG,DANSHI,QIKAICHUANGDEQINGCHUNXIAOJIUYIJIZHIDINGLEXIANGYINGBIAOZHUNGONGBUKEMEI。YINCI,HUIJIUYAOXIANGCHENGWEIXINGYEXIANXINGZHE,ZHIKAOSUOWEIXIANGXINGKAICHUANGZHEZHEIYANGDEXUETOU,NENGFAHUIDEZUOYONGZHONGJIUYOUXIAN。

8、破局之道3:

真正重视与培育消费者

KEYISHUO,WULUNSHIYIXIAN,HAISHIERSANXIANJIUQI,DOURENWEIXIAOFEIZHEPEIYUSHIFENZHONGYAO,DANSHIZHENZHENGZUODAOSHICHUDE,QUESHISHIBUCUNYI。

HENDUOSHIHOU,QIYEDEXIAOFEIZHEPEIYU,JIADAILETAIDUOXIAOSHOUMUDE。DANGRANZHEIYIMUDEWUKEHOUFEI,DANSHIYINCIDAOZHIDEPEIYUZHOUQIJIANDUAN,PEIYUZUOYONGDAZHE,QUESHIMAIDUHAIZHU。

DUIYUHUIJIULAISHUO,YIZHIYILAIDEZHONGSHIYINGXIAO,GENGDUOSHIZAIDUIQUDAODEZHONGSHISHANG,ZAIXIAOFEIZHEPEIYUCENGMIANYOUSUOQIANQUE。ERYAOXIANGDAPOXIANZAIJIANGJU,JIUBIXUZUOCHUDIAOZHENG。

KEKOUKELEZHEIYANGDEKUAIXIAOPINJUTOU,MEINIANZAIGUANGGAOFEIYONGDETOURUSHANGDUODASHUSHIYIMEIYUAN,GENGBUYONGSHUOQITADEXIAOFEIZHEPEIYUTOURULE。YIKEKOUKELEDEPINPAIYOUSHI,DOUMEIYOUGUBUZIFENG,JINYIKAOPINPAIQUDONGSHIXIANXIAOSHOUMUDE,GENGHELUNQITA。

SHUSHINIANLAI,HUIJIUDEFAZHANYOUGUOGAOFENG,YOUGUODIGU。WOMENSHUOHUIJIUZHONGYINGXIAO,QINGPINPAI,DANBUNENGFOUREN,HUIJIUDEYINGXIAOCELVEDUIXINGYEZHENGTIFAZHANQIDAODEJIJIDECUJINZUOYONG。KESHISHIWUJUEDUI,HUIJIUYAOXIANGZOUCHUYIPIANXINTIANDI,JIUBIXU“DAPOZUORIZHIWO,GAIBIANJINRIZHIWO,SUZAOMINGRIZHIWO”。

KEXIDESHI,XIANZAIYEYOUSHAOLIANGQIYECHANGSHIZAIDAPINPAISHANGJIJIXUNQIUTUPO。DUIYUHUIJIULAISHUO,ZHIYOURUCI,CAIKENENGTACHUDANGQIANDEMIWU,ZHAODAOQIANFANGGENGHAODEXIWANGHEGENGDADEFAZHANKONGJIAN。

    关键词:白酒板块 徽酒  来源:酒业家  华策咨询 杨承星
    (责任编辑:程亚利)
  • 上一篇:白酒流通领域2021年孕育4大变革
  • 下一篇:没有了
  • 商业信息