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次高端“缓蓄势,急爆发” 二线品牌强攻红海出路在何方?

2020-11-26 07:49  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

经过春节疫情的影响之后,中秋节时期市场逐步恢复正常,根据权威部门的统计数字显示,白酒行业销售额赶超去年同期对比数据。但与此同时,规模以上企业数量及行业整体产量呈现严重下滑态势,1-8月份,全国白酒产量比去年同期下降11.1%。可以看出结构升级、缩量竞争已是白酒行业的市场现状,量价分离成必然趋势。

ZHIBANGDARENWEI,BAIJIUXINGYEWEILAIFAZHANDEJIAODIANHEDONGLILAIZIYUCIGAODUANSHICHANGDEKUORONGHEZENGZHANG。

“CIGAODUAN”YICIZAIBAIJIUXINGYESHUYUYINGYUNERSHENGDECHANWU,ZAIBAIJIUXINGYEHUANGJINSHINIANDEGAOSUFAZHANGUOCHENGZHONG,BAIJIUZHONGGAODUANSHICHANGXUNSUFAZHAN、CHENGSHU,TONGSHIBANSUIZHEZHONGCHANRENQUNKUAISUZENGJIA、SHANGWUXUQIUBUDUANZENGDUO、XIAOFEIJIEGOUKUAISUSHENGJIDENGYINSU,CIGAODUANSHICHANGZHENGTIRONGLIANGBUDUANKUOZHANG。

LIJINGDUONIANDEPEIYUHEFAZHAN,CIGAODUANSHICHANGZHUNQUEERYANYIJINGJINRUHONGHAIJINGZHENGSHIDAI。

01、中高端市场崛起为次高端发芽提供土壤

ZAIGUONEIJINGJIJINGLIYAZHOUJINRONGWEIJIDECHUANGSHANGHOU,JINGJISHANGSHENGDETUIDONGYINSUZHUANBIANDETONGSHI,BAIJIUXINGYEYINGLAILEHUANGJINSHINIANDEKAIQI。

营销渠道方面,随着投资力度的不断向好,政商务活动开始频繁活跃起来,进而带动了白酒消费的餐饮、团购渠道火爆,酒店盘中盘、团购盘中盘等模式的应用,拓宽了白酒的销售渠道,也提高了销量。

在产品方面,由于消费结构的不断向上,中高端白酒产品开始成为消费主流,酒企根据市场需求调整产品结构。

同时为争夺中高价格带市场,酒企、经销商开始围绕品牌、营销等各个要素开展竞争,由此引发竞争优势的不断升级,从而形成影响行业走势的主导力量。

02、三大要素次加剧高端市场发展步伐

1、XIANZHI“SANGONG”XIAOFEI,CIGAODUANJIUCHENGJIEBUFENGAODUANJIUSHICHANG

ZAI2012NIANCHUTAIDEJIEDAIYONGJIUJINYONGGAODUANJIU,ZHIJIEDAOZHILEGAODUANJIUSHUISHICHANGXIAOSHOUXIAXING。

DANBAIJIUSHIJUYOUWENHUASHUXINGHESHEJIAOSHUXINGDEXIAOFEIPIN,YINCIXIAOFEISHICUNZAIGANGXINGDE,GAODUANJIUXIAOFEISHOUDAOXIANZHI,POSHIHENDUOWEIRAOZHENGSHANGWUZHANKAIDEXIAOFEIBIKAIYIXIANPINPAI,ZHUANXIANGERXIANPINPAIHUOQUYUXINGPINPAIDECIGAODUANCHANPIN,CONGERSHIDECIGAODUANSHICHANGCHENGJIELEDABUFENGAODUANJIUXIAOFEIDEZHUANYI。

2、JIJIANXINGYEPENGBOFAZHAN,CIGAODUANXUQIUCHIXUJIADA

WEICIJIJINGJISHANGXING,GUOJIADALITUIDONGJICHUJIANSHEXINGYE,JIANJIEKAIQILEGAODUANXIAOFEI、SHECHIXIAOFEIZHIFENG,DAIDONGLEBAIJIUSHICHANGXIAOFEISHUIPING、XUQIUDETIGAO,YOUYINSANGONGXIANZHIDENGYINSU,CIGAODUANBAIJIUCHANPINCHENGWEIZHENGSHANGWUYONGJIUDEYOUXIANXUANZEDUIXIANG。

TONGSHI,BAIJIUCHANPINJIAGEDAIDEBUDUANSHANGYANGXIYINXIANGGUANZIBENJINRUBAIJIUXINGYE,WEIQIYEFAZHANTIGONGLECHONGZUDONGLI。

3、ZHONGCHANQUNTICHIXUKUOLIANGCUFAXIAOFEIJIEGOUSHENGJI

BANSUIZHEGUONEIJINGJIDECHIXUSHANGSHENG,ZHONGCHANQUNTIBUDUANKUOLIANG,WEICIGAODUANBAIJIUSHICHANGDEKUORONGTIGONGLETURANG。

ZHONGCHANQUNTIDEKUORONGDABUFENLAIZIYUZIBENDEBUDUANTOURU,ERTOUZIHUODONGDEBEIHOUWANGWANGJIUSHIZHENGSHANGWUYANQINGDEPINLVTIGAO,WEIRAOZHENGSHANGWUZHANKAIDEJIULEIXIAOFEISHICHANGYEZAIBUDUANZENGZHANG,ZAIXIAOFEIJIEGOUSHANG,CIGAODUANBAIJIUCHANPINWANGWANGCHENGWEIYOUXUANXUANZEDUIXIANG。

JINGJIFAZHANDEXINGAODUCUISHENGZHONGGAODUANJIAWEIXIANGCIGAODUANJIAWEIDETISHENG。

BUFENJUYOUPINPAIDIYUNDEJIUQITONGGUOKAIFAXINCHANPIN、YINGXIAOTUIGUANGTANSUOSHICHANG,ZAIGENJUDIHUOZHEYANGBANSHICHANGQUDECHUBUCHENGGONGHOU,TONGGUOTILIANHEZONGJIE,JIANGZHEIZHONGCHENGSHUDEMOSHIBUDUANFUZHIHETUIGUANG,JINERKAIZHANQUYUTUOZHANHEQUANGUOHUAKUOZHANG,QITAPINPAIKANDAOCIZHONGMOSHIDEHAOCHU,ZEYIKAOZISHENZAIGENJUDIDEZIYUANHERENMAI,TONGGUOYINGXIAOMOFANG、ZIYUANJINGZHENG,QIANGZHANSHICHANGFENE,DAOZHIJIYASHIJINGZHENGJIAJU,LIRUNKONGJIANBEIYASUO,ZHONGGAOJIAWEICHANPINZEKAISHIXIANGCIGAODUANJIAWEISHANGSHENG。

03、次高端呈现出“缓蓄势,急爆发”特征

ZIBAIJIUXINGYE2017NIANLAIJINRULIANGJIABEILIDEQUSHIYILAI,CIGAODUANJIAGEDAIZAILIJINGCICIYIQINGHOU,TIDAI200YUANJIAGEDAICHENGWEIXINSHANGWUZHULIUJIAWEIDEQUSHIGENGJIAMINGLANGHUA,WEILAICIGAODUANCHANPINDECHIXUFANGLIANGYEJIANGSHIXINGYEZUIWEIZHONGYAODEYIGETEZHENGHECHENGZHANGQUDONG。

ERQIECICICIGAODUANSHICHANGDECHIXUTIJIAKUORONGYUSHANGYILUNBAIJIUCHANPINXUGAOYOUBENZHISHANGDEBUTONG,CHENGZHANGTAISHIWENDINGQIEKUAISU。

JIANSUO“SANGONG”XIAOFEIXIANZHILINGYIQIAN,CIGAODUANCHANPINJIAGEDAISHANGSHENGDEDONGLISHISANGONGXIAOFEI、YINGXIAOMOSHICHUANGXIN、ZIBENTOUJIDENGYINSUGONGTONGTUIDONGDE。

2012NIANYIHOU,SHOUDAODUOZHONGYINSUYINGXIANG,SHICHANGSHOUCUO,PAOMOPOMIE,XIAOSHOUECHUXIANDUANYASHIXIAHUA。ERZHEIYILUNDEKUORONGBENZHITIXIANZAIXIAOFEISHENGJI、PINPAIYISHIZENGQIANG、SHOURUZENGDUOJIZICHANJIAGESHANGZHANGDENGYINSU,SHICHANGFAZHANGENGJIALIANGXING。

CONGGUOQUDESANNIANLAIKAN,JIUQIZHUDAOXIADEXIAOFEISHENGJIYIJINGQUDECHENGGONG,CIGAODUANJIAWEICHANPINCHIXUKUOLIANG,XIAOFEIXUQIUCHIXUZENGJIA,XIAOFEICHANGJINGDUOYUANHUA,CHENGXIANCHU“HUANXUSHI,JIBAOFA”DETEDIAN。

ZIXIAERSHANGQUDONG,DUOYUANHUAXUQIUDAIDONGCIGAODUANSHICHANGDAFANRONG。

BANSUIZHEGUONEIXINZHONGCHANRENQUNDEJUEQI,TUIDONGXIAOFEISHICHANGCONGLIANGBIANDAOZHIBIAN,XINZHONGCHANJIEJIZAICHANPINGUANZHUDIANSHANGBUJINJICHENGLECHUANTONGDEYINJIUGUANNIAN,ERQIEJIEHEZISHENDIAOXINGJINXINGMINGPIANSHIXIAOFEI,TONGGUO“JIANKANG、ANQUAN、KOUBEI、MINGXINGDAIYAN、KOUWEI、IP、JIAGE、GEDIAO、GONGYI”DENGFANGMIANJINXINGYUEJISHI、TOUZISHIXIAOFEI,ZHUIQIUGEDIAO,JIANGJIUZHIGAN,DUIGONGNENGJIAZHIHEQINGGANJIAZHISHUANGZHONGGUANZHU。

GAODUANMINGJIUCHIXUZHANGJIA,CIGAODUANSHICHANGKUORONGKONGJIANDA。

ZAIYIXIANMINGJIUBUDUANTIJIA,BAIYUANJIAWEIHAISHIZHULIUXIAOFEIJIAWEIDEQIANTIXIA,QUYUXINGJIUQIBAIYUANZHUXIAOCHANPINCHONGJI300YUANJIAWEIDUAN,TONGSHIMINGYOUJIUQIXIATANCIGAODUANJIAGEQUJIANDUAN,WEIZHENGTIJIAWEIDUANXIAOSHOUEDAILAI1000-1500YIYUANZUOYOUDESHICHANGRONGLIANG,YUQIXIANGHAO。

SHENDUFENXIAOMOSHIXIA,JINGXIAOSHANGDE“KUANGHUANSHENGYAN”。

SHICHANGJINGZHENGTUIDONGXINGYEPEIYU,CIGAODUANSHICHANGXINGQIYUBAIJIUXINGYEDEJINGQIDINGDIAN,GEJIAJIUQIJINGGUODUONIANDEZHONGGAODUANJIAWEICHANPINDEYUNZUO,JUYOUFENGFUDEPINPAIYUNZUOHEYINGXIAOJINGYAN,YINCIZAICIGAODUANJIAWEIDEYUNYINGHEJINGZHENGGENGJIAJILIE。

ZHEILIANGNIANJIANGJIUFENGKOUDECHENGSHUYUNZUOTIXIJIUSHIJIEZHUCIGAODUAN、GAODUANJIUDEYINGXIAOMOSHIGOUJIANDE,DUANDUANLIANGNIANDUODESHIJIAN,JIUZAISHANDONG、HENAN、GUANGDONGDENGFEIJIANGJIUXIAOFEIDIQUCHANSHENGLEJUDADEYINGXIANG,XIYINZHONGDUOJINGXIAOSHANGJIAMENGYUNZUO。

04、二线品牌强攻次高端价位

DANGXIACIGAODUANSHICHANGDEJINGZHENGXINGTAISHI:GAODUANPINPAIQUANJIAGEDAIBUKONG,ERXIANPINPAITIJIACIGAODUANJIAWEI。

CONGJINNIAN《SHIPINYINLIAOXINGYEZHONGBAOQUANMIANZONGJIEFENXIBAOGAO》ZHONGKEYIKANCHU,BULUNSHICONGLIRUNZENGSUHAISHISHOURUZENGSULAISHUO,ZAI“ZONGLIANGBUZHEN、XIAOFEISHENGJI、JIZHONGDUTISHENG、TOUBUJIEGOUXINGJINGQI”DADEXINGYEQUSHIXIA,MINGYOUJIUQIDEGAODUANCHANPIN、CIGAODUANCHANPINZUHEDELIANGJIAZHENGCEKONGJIANGENGWEIXIYINJINGXIAOSHANG。

ERQIEBUFENERXIANJIUQIZHUAZHUJIYU,TUIJINGAIGE,SHIXIANJILI,YIYOUXIUDECHANPINZUHEHEBUDUANTISHENGDEPINPAIDAZAOJIQUDAOJIANSHENENGLI,SHIXIANLEXIAOSHOUE、LIRUNZENGSUDESHUANGZENGZHANG。

CIGAODUANSHICHANGDEJINGZHENGZHONG,PINPAILIHEYINGXIAOLISHIHEXINDEJINGZHENGYAOSU,PINPAILIZHICHENGCIGAODUANJIAWEIDUANDECHANPINJIEGOUTISHENG,YINGXIAOLIZHULICHANPINDESHICHANGKAITUOHEKUOZHANG,ZHEILIANGGEBINGXINGDEYAOSUHUITIANRANPINGBIYIDABUFENJIUQI,DUIYUDUOSHUQUYUXINGJIUQILAISHUO,QIPINPAILIWUFAZHICHENGCIGAODUANJIAWEIDAIDECHANPIN。

YINCI,ZAIXIANZAIDECIGAODUANSHICHANGJINGZHENGDANGZHONG,WANGWANGZHIYOUYIXIANPINPAIXIAYANCHANPINHEERXIANPINPAISHANGSHENGCHANPIN,JINGZHENGGEJUSHIYIMULERANDE。ERQIE,ZAIJINGZHENGGUOCHENGZHONG,JIUQIHUIBAZIYUANJUJIAOZAIZHEIGEJIAWEIDUAN,JIASUJIAGEDAIDEKUORONG,YUEJINGZHENGSHICHANGRONGLIANGYUEZENGZHANG。

PINPAIGAODUJUEDINGLEJIAGEDEGAODU。BULUNZAINAGEXINGYE,NEIKUANCHANPIN,JIAWEIYUEGAODECHANPINJIUYUEXUYAOPINPAIYIJIA,DUIPINPAILIDEYAOQIUJIUYUEGAO,YINCICIGAODUANDEFALIDIANSHOUXIANSHIPINPAI。

ZUOWEISHEJIAOHEWENHUADEZAITI,JIAGECHENGWEIXIAOFEIZHERENZHI、XUANZECHANPINDEJIANBIEYINSU,ERZHICHENGJIAGEDEZHUYAOZHIZHUJIUSHIPINPAILI。ERQIEPINPAILIJUEDINGLECHANPINJIAGEDAIDEKUANDUHEGAODU,YONGYOUGENGWEISHENHOUDELISHI、CHUANCHENG、WENHUAWEIDIYUNDEQIYEJIANGHUODEGENGGUANGFAN、GENGGAOJIAWEIDECAOZUOQUAN。

YIXIAOFEIZHEWEIHEXIN,TONGGUOZHIXINGLIKAITUOSHICHANGDEYINGXIAOMOSHI。

市场营销中成功的模式不止一种,但如何有效的结合企业自身条件和行业环境,通过整合自身资源来实现企业的高速发展,成为众多企业在开拓市场、创新模式中研究的课题。

YINGXIAOMOSHIDECHENGGONGYIBANDOUSHITONGGUOPEIHEPINPAILI、CHANPINDINGWEI、ZIYUANGUADUOLAIJUEDINGYINGXIAOZHANLVEDEXUANQU。

CIGAODUANQUDAODEXUANQUJIUSHITONGGUOJUJIAORENMAI、TUANGOUZIYUANSHANGLAIJINXINGHEXINDIANKUNBANGXIAOSHOU、ZHAOMUXINGYEXINSHANGDENGMOSHI,CIGAODUANCHANPINDEJIAWEIJUEDINGLEQIXIAOFEICHANGJINGZHUYAOJIZHONGYUSHANGWUYANQING,TONGGUOHEXINGONGGUANYIJIANLINGXIU,TONGGUOYIJIANLINGXIUDESHIFANXIAOYINGDAIDONGCHANPINXIAOSHOU。

    关键词:白酒板块 次高端  来源:酒食汇 智邦达  张立
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