湖南幸运赛车

所在位置:佳酿网 > 酒业研究 >

酱香热下经销商选择酱酒产品的四大原则

2020-11-27 08:04  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

2020年时间进入第四季度,据业内人士透露,以茅台为代表的酱酒厂家基本完成了全年销售任务,部分酱酒品牌较之去年增长率超过30%。这个增幅与浓、清香型品牌略作比较,确实不得不让人感叹“酱香热”名不虚传。

一直以来,酱酒由于茅台一家独大,过去行业提出的“酱香热”更多的是“茅台热”,其他酱香品牌大部分其实是不温不火。而茅台镇酱酒产区依托“茅台酒”这颗大树,酱酒产业发展得如火如荼,可不管是2012年之前借贷建酒厂的行业乱象,或是现如今诸多外地资本入主茅台镇,都只是酱酒热的表象。但是近年来从行业趋势再到市场上的消费风向,越来越多的事实证明,随着消费升级,“酱香热”已经由表入里,成为一种真正意义上的消费潮流。

CONGSHIJIANWEIDULAIKAN,ZHONGGUOBAIJIUXINGYEJINGLILEQINGXIANGRE、NONGXIANGREZAIDAORUJINDEJIANGXIANGRE。DUIYUJINGXIAOSHANGLAISHUO,MEIYICIDEXIAOFEIFENGXIANGBIANHUA,DOUSHIYICIKAOYAN。ZHONGSUOZHOUZHI,DUIYUJINGXIAOSHANGLAISHUO,SUIRANQUDAOSHIQISHENGCUNHEXIN,DANSHIHAODECHANPINKEYIRANGJINGXIAOSHANGZOUDEGENGKUAI。YIFENJIUWEILI,FENJIUDESANNIANBAIYIZHANLVEBEIHOU,YIDAPIFENJIUJINGXIAOSHANGJINGENCHANGJIA,ZHUAZHUJIHUI,JIEZHUFENJIUSHINENG,WULUNCONGGUIMOHAISHILIRUNSHANG,DOUDEDAOLEFENGHOUDEHONGLI。

本轮酱香热对于经销商来说,也是一次机会。但是与以往相比,酱酒局有一定特殊性。首先,酱酒的产品具有稀缺性。这种稀缺并不是说供不应求,目前市场上各类酱酒产品鱼龙混杂,但越是这样,好产品就愈发显得珍贵。这就需要经销商有一定自身判断力。其次,酱酒的价格具有高端化特征。不同于浓香、清香热时全价位覆盖的特点,本轮酱香热以茅台作为领军产品,其他如习酒、珍酒等酱香热销产品价格都在百元以上。第三,酱酒的渠道具有集约化的特征。由于酱酒的价格特点,目前大部分酱酒消费群体基本以中产及以上人群为主。这意味着消费者的购买渠道也有一定特殊性。最后,酱酒的促销具有同质化的特点。由于酱酒当前处于快速发展阶段,在营销手段使用上并未进入深层次竞争阶段。尤其是在促进销售上,大部分酱酒品牌一般采取常规价格促销手段。

JIANGXIANGREDEXINGQIDUIYUJINGXIAOSHANGLAISHUOSHIYICIJIHUI,DANSHIJIANGJIUDETEZHENGYOUTIGAOLESHICHANGMENJIAN。ZHEIDUIYUHENDUOZHONGXIAOXINGJINGXIAOSHANGLAISHUOJIANSHAOLEYIDINGXUANZEJIHUI。NEIMEJIANGJIUXUANZEYINGZUNXUNNAXIEYUANZE,CAINENGBAOZHENGJINGXIAOSHANGDELIYI。

一、最优适配性原则

CHENGRAN,MUQIANJIANGJIUZHENGTICHUYUFEISUFAZHANJIEDUAN,GECHANGJIAJUNYIKAIJIANGTUOTUWEISHOUYAOMUBIAO。YINCI,JINGXIAOSHANGMENHUOZHUDONGHUOBEIDONGDEBEIJIANGJIUZHAOSHANGXINXIWEIRAO。DANSHI,JINGXIAOSHANGXUYAOYOUYIGEQINGCHUDERENZHI,ZAIMUQIANDEJIANGJIUQUANZHONG,CHULEMAOTAI,QITAJIANGJIUCHANPINDUISHICHANGDUIQUDAODUIJINGXIAOSHANGDEYILAIDUJIGAO。ZHEIYIDIAN,JISHISHIMAOTAI,QIFEIZHULICHANPINYEBUDEBUMIANDUIZHEIGEXIANSHI。

YINCI,DUIYUJINGXIAOSHANGLAISHUO,RENQINGZIJIDESHILI,PANDIANZIJIDESHICHANG、QUDAO、TUANDUI、ZIJINGEFANGMIANSHILIJIUXIANDESHIFENZHONGYAO。DUIYUHENDUOJINGXIAOSHANGYOUQISHIQUYUXINGJINGXIAOSHANGLAISHUO,QISHIBUJUBEIYUNZUOJIANGJIUDEZIGE。BENLUNJIANGXIANGRE,GENGDUODESHIXIAOFANWEIDEXIAOFEIRECHAO。ZHEIYIWEIZHEDABUFENJINGXIAOSHANGMEIYOUYIPIZHANGQIGUDINGDEJIANGJIUXIAOFEIQUNTIZUOWEIXIAOFEIXIAYOU。YINCI,ZHENDUIDABUFENJINGXIAOSHANG,XUANZEJIANGJIUCHANPINBUNENGGUOYUZHUIZHUDAPINPAI,YAOZUNXUNSHIPEIYUANZE。

DUIYUDASHANGLAISHUO,CHUMAOTAIZHIWAI,XUANZERUXIJIU、ZHENJIUDENGJIANGJIUPINPAIZUOWEIJIANGJIUCHANPINHOUBEI,SHIJIAOWEIHESHIDEXUANZE。ERDUIYUDABUFENPUTONGJINGXIAOSHANGLAISHUO,ZAIJIANGJIUCHANPINXUANZESHANG,NENGDAILIDAPINPAIDANGRANZUIHAO,RUOMENJIANGUOGAO,TUIERQIUQICI,XUANZEJIANGJIUDUIWUZHONGDEZHONGDENGPINPAIYEBUSHIWEISHANGCE。ERDUIYUSHICHANGSHANGGELEIGENFENGPINPAI,DUIJINGXIAOSHANGERYAN,SHUYUYICIXINGCHANPIN,XUANZEJIAZHIBUDA。

二、最终盈利性原则

DUIYUJINGXIAOSHANGLAISHUO,DAILIRENHECHANPINHEXINYESHIWEIYIDEMUDEZHIYOUYIGE,NEIJIUSHIYINGLI。XIANJIEDUANXUANZEJIANGJIUDERENHEJINGXIAOSHANG,DOUSHICHUYUCIMUDE。CICIJIANGJIURE,ZUIDADEYIGETEDIANSHIJIAGEQUXIANGYUCIGAODUANJIGENGGAOJIAGE。CONGZOUFANGSHICHANGLAIKAN,DABUFENREXIAOJIANGJIUCHANPINLINGSHOUJIAGEJIBENZAIBAIYUANYISHANG。ERBUTONGYUGUOQUGAOJIAGEGAOLIRUNDECHANPINDAILIMOSHI,XIANJIEDUANDABUFENJIANGJIUDELIRUNBINGWEIWANQUANDADAOJINGXIAOSHANGYUQI,DANSHICHUCHANGJIAQUEDOUBUDI。

YINCI,DUIYUZIJINLIANBINGBUQIANGDADEJINGXIAOSHANGLAISHUO,XUANZEJIANGJIUCHANPINGENGXUYAOKAOLVZIJINWENTI。YOUQISHIYIQINGYINGXIANGBINGMEIYOUCHEDIXIAOCHUDEDANGXIA,SHEIDEXIANJINLIUQIANGDA,SHEIDESHENGMINGLIJIUGENGQIANGDA,XIANJINWEIWANGTONGYANGSHIYONGCISHI。JINGXIAOSHANGXUANZEJIANGJIUDECHUXINSHIWEILEYINGLI,SUOYOUDEQIANQITOURUDOUSHIWEILEHOUQIHUODEHUIBAO。ZHEIJIUYIWEIZHEJINGXIAOSHANGDUIYUYIXIEJIANGJIUPINPAIYIDICHENGBENGAOLIRUNZUOWEILIANGDIANJINXINGDEZHAOSHANGHUODONGXUYAOSHENZHONGYIDUI。

YIZHIYILAI,YIGECHANPINDEXINGQIHUIRANGWUSHUGENFENGZHEJINSUIQIHOU,ZHEIHUIDAOZHIJIAGEXUNSUHUALUO。ZHEIYIDIAN,YIZHINENGSHOUJIWEILI,ZAIXIAOMIHUAWEIDENGWEIXINGQIZHIQIAN,YIBUPUTONGDEZHINENGSHOUJIJIAGEDOUZAI5000YUANZUOYOU,ERXIANZAI,QIANYUANZHINENGJIBIBIJIESHI。TONGYANGDEDAOLI,JIANGJIUZHIRE,BUJINCHONGJILEJIANGJIUZHENGTIJIAGETIXI,ERQIEBIRANHUIYINGXIANGJIDAHEXINPINPAIDEJIAGEWENDING。JULEJIE,ZAIHENANSHICHANG,XIJIU、ZHENJIUDENGZHUYAOJIANGJIUPINPAIDEJIAGEBODONGDADAOLE20%YISHANG。YINCI,JINGXIAOSHANGZAIXUANZECHANPINSHI,JIAGETIXISHIFOUWENDINGZHEIYIBIAOZHUNJIUSHIFENZHONGYAO。

三、最佳价格切入原则

MUQIANJIANGJIUZHENYINGJIDAZHULIPINPAI,QIHEXINCHANPINZHUYAOJIZHONGYU200YUANYISHANGJIAWEI,SUIRANYEYOUBUFENBAIYUANYIXIACHANPIN,DANSHISHICHANGZHENGTIRENKEDUBUGAO。YINCIYAOXUANZEYIKUANHESHIDECHANPIN,JINGXIAOSHANGYEXUYAOZUNXUNZUIJIAJIAGEQIERUYUANZE。

ZUIJIAJIAGE,ERBUSHIZUIGAOJIAGE,YIWEIZHEJINGXIAOSHANGXUYAODINGWEIZISHEN,JIEHESUOSHUSHICHANGTEDIAN,XUANZEYIGEHESHIJIAGEQIERU。CONGMUQIANSHICHANGJIANGJIUXIAOFEIQINGKUANGLAIKAN,200—500YUANCIJIAGEDAISHIJIANGJIUZHUYAOJIAGEDAI。XIJIU、ZHENJIUDENGJIANGJIUZHULIPINPAIZAICIJIAGEDAIJINGZHENGRIYIJILIE,ERMAOTAIXILIECHANPINDUICIYEHUSHIDANDAN。YINCI,CIJIAGEDAISHICHANGYUANJINGDA,ERDUIYUJINGXIAOSHANGLAISHUO,YESHIZUIJIAQIERUJIHUI。

200—500元价格带不仅是酱酒主要竞争价格带,同时也是行业内提出的白酒次高端价格带,以洋河、剑南春、汾酒为代表的各厂家均角逐与此。对于经销商来说,选择此价格带,但最终还是需要根据自身实力大小选择一个合适价格点切入。

四、系统性支持原则

GUOQUMAOTAIRECUSHI“MAOTAIZHEN”XIANGGUANJIANGJIUHUODELEYIBOSHICHANGHONGLI。DANSHIDUIYUJINGXIAOSHANGLAISHUO,DAILIJIANGJIUCHANPINYUQITACHANPINBUTONG。JIANGJIUDEXIAOSHOUXUYAOJINGXIAOSHANGBEIHOUDEZIYUANYOUXIAOZHUANHUA。HENDUOSHIHOUJINJINYIKAOJINGXIAOSHANGSHILIHENNANBAOZHENGCHANPINBEIXIAOFEIZHERENKE,ZHEIJIUXUYAOQIYEDEXITONGXINGZHICHIYUBANGZHU。

JINGXIAOSHANGZAIJIANGJIUCHANPINDECHANGJIAZHICHISHANG,BUJINZHISHIJIAGERANGLIZHICHI,QUEQIEDISHUO,JIAGEZHISHIQIYEDUIJINGXIAOSHANGZHICHIDEYIBUFEN。“LUOJIARANGLI”DECHANGSHANGHEZUOMOSHIBUZUYIDADONGJINGXIAOSHANG。CHANGJIASUONENGTIGONGDEZHICHIBIXUSHIXITONGXINGDE,ZHEIJIUYAOQIUCHANGJIADUIJINGXIAOSHANGBUJINYOUGUANGDUSHANGDEZHICHI,GENGSHIXUYAOYOUSHENDUSHANGDEZHICHI。

JINGXIAOSHANGKEYICONGSHICHANGYUNZUOCELVE、QUDAOYUNZUOZHANSHU、JIAGETIXIBAOZHENG、XIAOFEIZHEPEIYUFAZHAN、TUANDUIDAZAOZHEIWUGEWEIDUPANDUANQIYEDUISHICHANGYUNZUODEJUEXIN。DUIYUNEIXIEDUANQITAOXIANDEJIANGJIUQIYELAISHUO,DALANGTAOSHAZHIXIA,QICHANPINHENKUAIJIUHUIBEISHICHANGTAOTAI。

BENLUNJIANGXIANGRECONGSHIJIANSHANGLAIKAN,SHANGCHUYUCHIXUSHANGSHENGJIEDUAN。ZAIWEILAIJINIANNEI,JIANGJIUSHICHANGKENENGHUICHENGWEIBAIJIUBANKUAINEIZENGZHANGZUIKUAIDEYIGEMOKUAI。ZHEIYEYIWEIZHEKENENGHUIYOUGENGDUODEDAXIAOJIANGJIUQIYECHUXIAN。DANDUIJINGXIAOSHANGLAISHUO,YEZENGJIALEXUANZENANDU。SUIRANZAICHANPINXUANZESHANG,WOMENXUYAOJIANCHIPINZHIDIYIDEHEXINYUANZE。DANSHICHUCIZHIWAI,DUIYUJINGXIAOSHANGLAISHUO,ZAIJIANGJIUCHANPINXUANZESHANG,BUNENGZHIJIANGMUGUANGFANGZAILIRUNSHANG,GENGXUYAOGUANZHUCHANPINDEZONGHEYOUSHI。DUIYUMEIYIGEYOUZHIYUJIANGJIUSHICHANGDEJINGXIAOSHANGLAISHUO,MEIYOUZUIHAODECHANPIN,ZHIYOUZUIHESHIDECHANPIN。

    关键词:酱酒 白酒板块 经销商  来源:华策酒业评论  杨承星
    (责任编辑:程亚利)
  • 上一篇:次高端“缓蓄势,急爆发” 二线品牌强攻红海出路在何方?
  • 下一篇:没有了
  • 商业信息