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白酒次高端品牌创建路径探析

2020-12-25 08:19  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

在新形势下,酒类市场的竞争已从单纯的酒文化之争上升到品牌核心竞争力之争。好的品牌可以提升企业产品的市场张力和价格,可转换为直接的经济效益;好的品牌形象可以帮助企业加速市场扩张的步伐。基于强大品牌形象的产品,凭借其知名度、美誉度和忠诚度,形成良好的市场口碑形象,先声夺人,赢得消费者的青睐和购买;另外,基于好的品牌形象的产品,由于其具有强大的市场号召力和消费者的认同度,处于市场竞争的优势地位,从而,吸引众多中间商的加盟,加快市场的扩展速度和范围。

中国报告网发布的《2019年中国白酒行业分析报告-行业竞争格局与未来趋势研究》认为,经过5年的调整期,白酒行业的竞争格局日渐清晰,规模以上白酒企业数量不断增加,目前高端白酒市场主要以茅台五粮液国窖1573三大品牌为主,市场开始向优质产能、优质品牌集中,而面对日益加剧的市场竞争,中小白酒企业的发展前景和市场空间进一步被挤压。目前,白酒品牌的开发和销售核心驱动因素,已经从终端的竞争转移到以消费者为核心的品牌竞争上。

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正是来自于上层和下层的双重力量,使得次高端“瓶颈”不断扩大。随着高端白酒(茅台、五粮液、泸州老窖)的强劲动销,白酒行业的天花板不断被突破,由于消费升级带来的庞大消费人群,使得白酒的万亿规模已经打开,高端白酒提价已是大势所趋,挤出效应势必会带动次高端性价比的提升。同时加之次高端各品牌知名度较高,产品结构完善,极有可能打造出消费者认可的单品并在此轮扩容中受益。

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01、强化白酒的产品战略:回归白酒本质,实现基于高品质的红海突围

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02、坚持正确、科学且持久的品牌定位战略,抵抗来自价格竞争的压力

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03、塑造持之以恒的品牌文化战略:文化内涵要适应未来年轻化、碎片化的核心消费群的需求变化

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与白酒未来消费群体年轻化同样引人关注的则是其消费群体的碎片化趋势。“圈层营销”一直都是白酒营销手段之一,其本质是意见领袖引领消费 — —以小众市场带动大众市场,从酒店“盘中盘”到消费者“盘中盘”模式再到“超级终端”模式都是如此。不过,受政策冲击后,以政务市场为超级终端的高端白酒逐渐被次高端白酒取代。与此同时,随着社会的不断向前发展,一批新兴的,对社会有着较强影响力的人群不断涌现。他们拥有较高的社会地位,有高学历、高收入,还从事受人尊敬的职业,他们是来自于社会各个层面的学者专家、商界、作家……他们是社会精英阶层,未来能成为白酒市场上极具购买力的新生阶层。这种消费群体碎片化的倾向使得白酒企业开始考虑打破原有“团购”模式,寻求新的增长点。

04、建立多元化的销售渠道,使传统渠道与电商渠道、直营渠道并存

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    关键词:白酒板块 次高端  来源:智邦达营销咨询  宋宇东
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