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东北酒去哪里了?

2020-12-15 08:10  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

HEIJILIAOSANSHENGWEIYUZHONGGUODONGBEIBIANCHUI,TUDIFEIWO,SHANCHUANHELIUZHONGDUO,HAOCHENG“BAISHANHEISHUI”。

DONGSANSHENG,BEICHENGWEIGONGHEGUODE“ZHANGZI”,GONGYECENGJINGSHIFENFADA,DANSHISUIZHESHIJIANDETUIYI,MANMANSHIQULEYOUSHI,CHENGWEILE“LAODANAN”,“DONGBEIZHENXING”YESHIYIJIANHENTOUTENGDESHI。

KEYISHUODONGBEIJIUSHIHEQIHOU、MINZURONGHE、QUNLUOQIANXI、LURENBEIQIANCHUANGGUANDONGDENGZONGHEYINSUFENBUKAIDE,DONGBEIJIUCONGHEITUDILIZHAGEN,BANSUIZHEJINGJIWENHUAFAZHANBUDUANFANYANSHENGXI,YANBIANCHUPOJUSHIDAIYIYIDEXINGSHUAI。

01、风景这边独好

DONGBEITUDIFEIWO,SHENGCHANHONGGAOLIANG,XIANTIANJUYOUNIANGJIUDEYOULITIAOJIAN,ZAIJIHUAJINGJISHIDAI,ZIJIZIZUSIXIANGSHENGXING。DONGBEIXINGCHENGSHENGJIU,QUYUJIU,XIANXIANGJIUSIMIANKAIHUADEGEJU。

▏YI“GUANG”XINGQUANGUODEDONGBEIJIU,QUESHICENGJINGGUAGUOXUANFENG。

BIJIAOYOUMINGDEYOUHEILONGJIANGDELAOCUNZHANG、LONGJIANGJIAYUAN、HEITUDI、BEIDACANG、FUYULAOJIAODENG;LAIZIJILINDELONGQUANCHUN、DAQUANYUAN、SHENGYUANCHUN、XIAOCUNWAIDENG;HAIYOULIAONINGDESHANYANWANG、YUSHUQIAN、DAOGUANGERWUDENG。

在那个物质匮乏,国民经济不高的年代,这些东北酒撑起了各自区域的老百姓白酒消费需求。是当之无愧的东北当家酒。 说到东北的白酒品牌,大家可能对老村长、龙江家园、黑土地等大众光瓶酒印象深刻。东北光瓶酒布局从上世纪90年代开始,随着改革开放持续深入,名酒价格放开,市场消费迅速升级,更多酒企忙于制造盒装酒,提高产品溢价抢占市场,布局高端价位段。

DONGBEIJIUZEKANZHUNSHIJI,QIANGZHANGUANGPINGJIUZHEIYISHICHANGKONGDANG,ZHENGSHIZAIZHEIYISHIQI,DUOGEDONGBEIJIUPINPAIZAIQUANGUOJIAOXIANG。

2000NIANZHIHOU,DONGBEIJIUSHUANGQIBING“LAOCUNZHANG”HE“LONGJIANGJIAYUAN”TISUQUANGUOHUA,QUELILEDONGBEIJIUZAIDIDANGLINGYUDEJUEDUIYOUSHI。 LAOCUNZHANGZUIHUODENIANDAI,XIANZAINIUQICHONGTIANDENIUERDANGNIANYEZHINENGDANGXIAODI,ZAIHENAN、HEBEI、SHANDONG、TIANJIN、WANBEI、SUBEI、TASHIMINGFUQISHIDEDIYIPINGGUANGPINGJIUPINPAI。ERLONGJIANGJIAYUAN,ZAIHEBEISHENGWENWENDEZHANZHULEJIAO,CHUANGZAOLESANNIANMEIYOUHEDAODESHENHUA,KEJIANSHICHANGYOUDUOHUOBAO。

黑土地则创造了白酒营销史上的“黑旋风”,每到一个地方就快速扩张,把市场销量做的很大,形成风靡之势。

JUXIANGGUANSHUJUXIANSHI,HEITUDI2004NIANZAIHENANSHICHANGZHANHUO3YIYUANXIAOSHOUSHOURU,ZAIXUZHOUYIGEDIJISHIYEZUODAO4000WAN,KANHAOLE,RENJIAZAI10JINIANQIANYIJINGGUOYILE,NEISHIHOU,XIANZAIDEDICHANMINGJIUZAINALI?

ZAIZHEIYIBAIJIUSHICHANGHUANGJINFAZHANZHOUQILI,2010NIAN,LIAONINGBAIJIUCHANLIANGDADAO64.3WANQIANSHENG,JILINSHENGBAIJIUCHANLIANGWEI46.2WANQIANSHENG,HEILONGJIANGSHENGBAIJIUCHANLIANGWEI16.5WANQIANSHENG,HEJIDADAO127WANQIANSHENG,ERDANGSHIQUANGUOBAIJIUCHANLIANGWEI850WANQIANSHENG。

▏ZHEIYISHIQIDONGBEIGUANGPINGJIUSHICHANGHUIHUANGDEBEIHOU,GENGSHIQIYINGXIAOCELVEYUMOSHIDELINGXIAN。

ZAIPINPAIDINGWEISHANG,DONGBEIJIUBUZOUGAODUANLUXIAN,SHIZHONGJIANCHI“DAZHONGJIU,PINGMINJIU”LUXIAN。ZHUZHUANONGMINGONGHEDIDUANWUGONGJIECENG,BAXIANXIANGCUNSANJISHICHANGZUOSHENZUOTOU。 ZAIGUANGPINGJIUSHICHANG,DONGBEIJIUDEPINPAICHUANBOZHENDUIXINGJIQIANG,JIZHONGSUOYOUZIYUAN,WEIRAOZHONGDUANZUOTUIGUANG,WULUNSHIXUANCHUANWULIAODEZHANGTIEHAISHIMENTOUDIANZHAODEZHIZUO,WUQIU“HAOGANGYONGZAIDAORENSHANG”。

东北光瓶酒的先进性,还体现在前置性的组织资源投入模式上,如龙江家园和老村长等酒企,市场营销队伍编制常年保持在1000人以上,车辆多达数百辆,对市场形成了密集的网状覆盖和瞬息相响应的反应速度。

DONGBEIJIUDANGNIANDEYINGXIAOFANGSHIYEKEYICHENGZHIWEIDIANFAN,BIRULONGJIANGJIAYUAN2007NIANCEHUALE“JINZHUYINZHUZHUANBUTING”HUODONG,YU“JINZHUNIAN”SHENGXIAOWENHUAXIANGJIEHE,SHISHENGXIAOJIUDEKAISHANBIZU;2008NIANZHONGGUOAOYUNNIAN,LONGJIANGJIAYUANYOUYINGHEGUOYUN,CEHUALE“HELONGJIANGJIAYUAN,YINGAOYUNJINPAI”HUODONG。

HEITUDIDECUXIAODAFAGENGQITE,MEIHEJIUPEIZENGYIMEIDAHUOJI,ZHIDIJINGMEI,ZAOXINGFEICHANGDUO,YIZHIHOULAIHENDUOXIAOFEIZHEMAIHEITUDIJIUJIUWEILEJIQIYITAODAHUOJIZAOXING。

▏DONGBEIJIUDEZHEIXIEHUODONGDUIHOULAIGEXINGYEDEYINGXIAODOUJUYOUJIEJIANYIYI。

DUOYANGHUACUXIAOSHIDONGBEIGUANGPINGJIUCHUANGXINZHIJU,YEBEIPUBIANSHIWEIDONGBEIJIUYINGXIAODEZHUYAOTEDIAN。TONGGUODONGCHAMUBIAOXIAOFEIZHEDEXINGWEIFANGSHIYUXINLI,CAIQULINGHUODUOBIANDECUXIAOFANGSHI,BUDUANJIFASHICHANGHUOLI,FUZHUYIDUIZHENGGEQUDAOLIANCHENGYUANCONGLIYIDAOFUWUDEXITONGZHICHI,CONGERXUNSUQIANGZHANSHICHANGFENE。DONGBEIJIUPINGJIEDICHENGBENGAOCUXIAOZUHEQUAN,GONGZHANLEYIGEYOUYIGESHENGWAISHICHANG,YISHIFENGGUANGWUXIAN。

02、繁华过后是落寞

时间来到了2013年,随着国家限制三公消费政令的出台,整个白酒行业进入了低谷期,尤其是以政务和商务接待为主的高端白酒直接下课,各大白酒行业都在调整,寻找转型时机。 此时,主攻大众消费市场的东北地产酒并未受到多大影响,以老村长为首的东北酒们沉浸在自己以往的业绩上不知今夕是何夕。

BEIDACANGYIQIQIHAERWEIDABENYINGSHICHANG,QIXIADEJUNFEIZHUYAOZHANJU150-200YUANZHONGDUANJIAWEIDAI,ERBEIDACANGBUYOUZEZHUDADAZHONGGUANGPINGJIU,JIBENZHIZAIDABENYINGSHICHANGXIAOSHOU; YUQUANZEYISHENGHUIHAERBINWEIZHUYAOSHICHANG,TONGSHIFUSHESHENGDONGQUYU,DATILIANGDEHEXINCHANPINZHUYAOJIZHONGZAI20-30YUANJIAWEIDAI; ERFUYUYISUIHUA、QIQIHAERJIAOXIANDENGQUYUWEIZHUYAOSHICHANG,QIZHUDACHANPINCHUYU30-40YUANJIAWEIDAI。

▏可以看到,东北的地产酒各自为战,在低端酒的区域里固步自封。 祸福相依——在大多数东北地产酒企因没有深度布局高价位而沾沾自喜时,这场风波所蕴含的机会也从他们手中悄然溜走。 经过三年行业调整,白酒市场自2016年快速回暖,尤其是高端市场持续扩容,以茅台五粮液泸州老窖、汾酒等为代表的名酒品牌,纷纷创下历史性的业绩高峰,而东北酒却止步不前。

2019NIAN,YIZUGUANYUDONGBEIJIUDESHUZI,LINGRENXIXU:2019NIANQIANBAGEYUE,HEILONGJIANGSHENGBAIJIUCHANLIANG7.66WANQIANSHENG,JILINSHENG2.33WANQIANSHENG,LIAONINGSHENG0.92WANQIANSHENG,DONGBEISANSHENGBAIJIUZONGCHANLIANGHEJI9.91WANQIANSHENG。 9.91WANQIANSHENG,YUEDENGYUCHUANJIUTONGQICHANLIANGDE4.3%,BUZULUJIUTONGQICHANLIANGDESANFENZHIYI,TONGYANGDIYUJIANGSU、ANHUIDENGSHENGDEBAIJIUCHANLIANG。

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▏SHUZIYIJINGZUGOUZHIGUAN,DONGBEIYOUZHEFEIWODETUDI、FENGFUDENIANGJIUYUANLIAO、CHONGZUDEXIAOFEIRENQUN,WEISHENMEHUIMIANLINZHEIYANGDEKUNJU?

XIRIFENGGUANGWUXIANDEDONGBEIJIU,QUNALILE?

03、是非成败任评说

SHOUXIAN,RANGWOMENLAIKANKANCHUANTONGDONGBEIGUANGPINGJIUDEZHULIUXIAOFEIQUNTIJITAMENDEXIAOFEIXIANZAIDAODISHIGESHENMEQINGKUANG。

CHUANTONGDONGBEIGUANGPINGJIUDEGUOQUJIUSHIYIYINGHECHUANTONGXIAOFEIERCHENGGONGDE,NALAOCUNZHANGJULILAISHUO,ZHEIGEPINPAIDEZHULIUXIAOFEIQUNTIJIBENSHANGDOUSHIXIANCHENGHENONGCUNSHICHANG,HAIYOUJIUSHIBUFENQUYUSHICHANGDEGONGDIFUJINYIJICHENGJIAOJIEHEDAI,YINCIZHENGTINIANLINGPIANDA、XIAOFEINENGLIJIAODI、ZIYINYIJIHESANLIANGHAOYOU“QINGJUYIN”DECHANGHESHIZHULIU,WOMENKEYICHENGZHIWEISHIPINPAIDE“LAOZHENDI”。

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QICI,CONGDONGBEIGUANGPINGJIUYIJINGZAIKAIZHANDECHANPINJIEGOUSHENGJILAIKAN,20-40YUANJIAWEISHICHANGGENBENBUSHIDONGBEIGUANGPINGJIUNENGGOUZHUDAODESHICHANG,QIEYIJINGYOUBEI“BIANYUANHUA”DEWEIJI。 CONGQUANGUOLAIKAN,ZHEIGESHICHANGCHUYUGAODUFENSANZHUANGTAI,ERQIEZHEIGEJIAWEISHICHANGDECANYUZHEQUANDOUSHI“DAPAI”BIRUYANGHE、LANGJIU、LUZHOU,ZHIJIERANGCHUANTONGDONGBEIGUANGPINGJIUCHUYUJIWEIRUOSHIDEDIWEI。ERNIANQINGHUADEXIAOFEIQUNTISHICHANGBEIJIANGXIAOBAI,HONGXINGDENGXINSHENGDAIGUANGPINGJIUSUONANGKUO。

▏DONGBEIGUANGPINGJIUYOUSHIZAIXINYILUNXIAOFEISHENGJILANGCHAOZHONGBEIPAIZAISHATANSHANG,ZHENSHI“CHENGYEXIAOHEBAIYEXIAOHE”!

YUSHUQIAN、YUQUANFANGPING、BEIDACANG、FUYULAOJIAODENGZHUGONGZHONGDIDUANSHICHANGDEDICHANPINPAIBIAOXIANRUHE?NENGFOUBANHUIYIJUNI? SUIZHEMINGJIUQIYEJIAQIANGZHONGDUANYUNZUOHESHENDUFENXIAO,CONG2015NIANQI,YILUZHOULAOJIAOWEIDAIBIAODECHUANJIU,YIGUJINGWEIDAIBIAODEWANJIU,YIYANGHEWEIDAIBIAODESUJIU,ZHEIXIEYIXIANPINPAIKAISHIDAJUJINGONGDONGBEISHICHANG,DONGBEIJIUSHICHANGMUQIANCHENGXIANCHU“100YUANYIXIAJIAWEIDICHANJIUZHANZHUDAO、100-200YUANJIAWEIDICHANJIUYUSHENGWAIMINGJIUBOYI、200YUANYISHANGJIAWEISHENGWAIMINGJIUJUEDUIZHANYOU”DETEZHENG。BEIDACANGQIXIADEZHONGDUANJIUJUNFEI,YUSHUQIAN,SHENGYUANCHUNDENGDICHANJIUPINPAIBEICHENGGONGZUJI。

ZHEIZHISHIDONGBEIJIUZAICHANPINJIEGOUSHANGSUOCHUDEKUNJING,GENGSHENCENGCIDEYUANYINSHISHENMENI?

SHOUXIANSHIDONGBEIDEJIUZAIFENGWEISHANGMEIYOUSHULIQIZIJIDULIDEBIAOZHUN。

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QICISHIPINPAIDAZAO。

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ZUIHOUSHICHANYEZHENGCEBUDAOWEI。

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04、而今迈步从头越

QIONGZEBIAN,BIANZETONG,TONGZEJIU。DONGBEIJIUZAIJINGLIZHENEIYOUWAIKUN,NULIXUNZHAOBIANTONGJIYUZOUCHUKUNJU。

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▏CUOGUODELU,LUOXIADECHAJU,ZHINENGMAIXIATOUFENLIZHUIGAN。

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DONGBEIJIUBUQUECHUANBOZIYUAN,YINWEIMINGXINGHEWANGHONGGAOJUQUANGUOZHISHOU;YEBUQUEXIAOFEIRENQUN,YINWEIHEJIUYUHANSHIDONGBEIRENDESHENGHUOXIGUAN;GENGBUQUEYOUZHINIANGJIULIANG,YINWEIBIANDISHIYOUZHIDAMIHEGAOLIANG。

“GAOLIANGHONG,DADOUXIANG,ZHANGCHENGWAIMIANSHIGUXIANG”DONGBEIGEYAOHENDONGTING,DONGBEIJIUCENGJINGYEHONGGUO,DONGBEIRENHEJIU“ZEI”YOUMING,QIDAIBUJIUDEJIANGLAI,DONGBEIJIUYESHI“ZEI”YOUMINGLE!

    关键词:白酒板块 东北酒 光瓶酒  来源:马斐九频道  黄玉
    (责任编辑:程亚利)
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