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各路知名酒企纷纷入酱 经销商该如何选品?

2020-12-09 08:08  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

CONGBENZHISHANGLAISHUO,BAIJIUCHANYEFAZHANZUIDADEQUDONGLILIANGSHIPINLEIRE。

在“汾老大”时期,清香型白酒品类最热。在清香型白酒品类热力量的驱动下,成就了衡水老白干、河套王、宁城老窖、红星二锅头、宝丰等清香型名酒品牌

在“白酒大王”五粮液全盛时期,浓香型白酒品类最热,涌现了泸州老窖、洋河大曲、古井贡、牛栏山、剑南春等为数众多得浓香型名酒品牌。

而在“国酒茅台”时期,酱香型白酒自然成为最热品类。

JIYUPINLEIRESUODAILAIDEQIANGDAQUDONGLILIANGZUIWEIQIANGDA,SHILIXINGJIUQIZIRANBUYUANCUOGUOCICIJIHUI。

1、头部名酒品牌谋求收割品类红利

DANGXIA,BAIJIUCHANYEFAZHANCHUYUZONGLIANGXIAHUAHEJIEGOUXINGZENGZHANGBINGCUNDESHIQI。QIZHONGJIEGOUXINGZENGZHANGZHUYAOTIXIANZAIJIANGJIUPINLEILIANGJIAQISHENG。

ZAICIXINGYEDABEIJINGXIA,JINGPAI、NIULANSHAN、NVERHONGDENGZHIMINGJIUQIFENFENBUJUJIANGJIUPINLEI,LIYONGZISHENYOUSHIPINPAIZIYUAN,TONGGUOBUJUJIANGXIANGXINGBAIJIUPINLEI,YIFANGMIANSHOUGEJIANGJIUPINLEICHUANGKOUQIHONGLI,LINGYIFANGMIANWEIXIANYOUPINPAIFUNENG,TUIDONGPINPAISHIXIANJIAZHIHUAFAZHAN。

BIRUHUANGJIUTOUBUQIYENVERHONG、ZHUANGYUANHONG,YUBAOJIANJIUTOUBUQIYEJINGPAIDENG,YOUYUPINLEIXIAOFEIXIGUANXIANZHI,ZHANGQIYILAIBINGWEINENGSHIXIANZHANGZUFAZHAN。

因此,在面对酱酒品类量价齐升的品类红利机会时,无不积极布局,纷纷推出自己的酱酒产品,并利用自身品牌在全国市场的影响力,快速构建酱酒品牌势能,收割酱酒品类增长所带来的红利。

2、泛区域名酒谋求丰富产品体系

泛区域名酒,长期以来聚焦核心利基市场,围绕利基市场的全价格段、全人群进行布局,并通过精细化运作实现有效运营。

SUIZHEJIANGJIUPINLEIDEKUAISUJUEQI,FANQUYUPINPAIDE“LIANGJIA”KONGJIANSHUANGSHUANGSHOUDAOJIYA;WEILEBAOZHULIJISHICHANGDEYOUSHIDIWEI,TUPOFAZHANTIANHUABAN,FENFENTONGGUOPINLEIKUOZHANGJINRUGAOZENGZHANG、GAOJIAZHIDEJIANGXIANGXINGBAIJIUPINLEI,SHIXIANLIJISHICHANGJICHUDEWENGUHEZAIFAZHAN。

BIRU,NIULANSHANDEGENJUDISHICHANGSHIBEIJING。ZAIBEIJINGSHICHANG,NIULANSHANTONGGUOQUANJIAGEDUAN、DUOPINLEICELVE,MANZUDUOCENGCIXIAOFEIXUQIU,SUIRANNIULANSHANYONGYOUNONGXIANGXINGBAIJIUHEQINGXIANGXINGBAIJIULIANGDAXIANGXINGPINLEI,DANSHISUIZHEJIANGXIANGPINLEIDELIANGJIAQISHENG,ZUOWEINIULANSHANDEZHULIPINLEI-NONGXIANGXINGBAIJIU,MIANLINZHEDIYI,XIAOFEIJIAZHICHIXUZOUDI;DIER,SHANGSHENGKONGJIANBEICHIXUYASUO;ZHONGGAODUANXIAOFEIRENQUNCHIXULIUSHI;BEIJINGSHIZUOWEIGENJUDISHICHANG,QUETONGSHISHIMAOTAI、GUOTAIDENGJIANGXIANGXINGBAIJIUDEHEXINSHICHANG,GAODUAN、ZHONGGAODUANYOUZHIRENQUNBUDUANDIUSHI。

MIANDUIJIANGXIANGXINGBAIJIUPINLEIDECHIXUYASUO,NIULANSHANWEILEBAOZHUGENJUDISHICHANG,LIUZHUZHONGGAODUANXIAOFEIRENQUN,ZHINENGTONGGUOPINLEIKUOZHANGZHANLVE,ZENGJIAGAOJIAZHIDEJIANGXIANGXINGBAIJIUPINLEI,QUANJIAGEDUANMANZUGENJUDISHICHANGHEXINXIAOFEIRENQUNDEXIAOFEIXUQIU。

TONGYANG,ZAIYUANYOUNONGXIANGXINGBAIJIU、BAOJIANJIUDEJICHUSHANG,YEDAOKAISHIBUJUJIANGXIANGXINGBAIJIU,SHOUYAOMUBIAOSHIWEILEGONGGUHAINANDAODABENYINGSHICHANG,MANZUHAINANDAOZHONGGAODUANXIAOFEIRENQUNDUIJIANGXIANGXINGBAIJIUDEXIAOFEIXUQIU。

JINSHIYUANDENGQIYETUICHUJIANGJIUCHANPINYEKEGUIJIEWEICILEI,HEXINMUDESHIFENGFUCHANPINTIXI,MANZUDUOYUANHUARENQUNXIAOFEIXUQIU。

3、中小型酱酒企业依靠品类热发展

RENHUAIJIQITACHANQUDEJIANGXIANGXINGBAIJIUQIYE,YOUYUZHIYONGYOUDANYI“JIANGXIANGXING”BAIJIUPINLEI,MEIYOUJIAZHIXINGCHANQUPINPAIHEGAOZHIMINGDUQIYEPINPAIZUOWEIJIAZHIZHICHENG,TONGSHI,YEQUESHAOLIJISHICHANGYUNYINGTUANDUIDEBAOZHANGZHICHI;DANYIYIKAOJIANGXIANGXINGBAIJIUPINLEIRELAIQUDONGZISHENSHIXIANFAZHAN。

RENHUAIJIQITACHANQUDEJIANGXIANGXINGBAIJIUQIYE,ZHENGTICHUYUREPINLEI、RUOPINPAI、RUOYUNYINGDEZHUANGTAI,XUYAOJIESHIJIANGJIUPINLEIREDEJUEJIASHIQI,KUAISUTISHENGPINPAIYINGXIANGLI,QIANGHUAZISHENDEXIAOFEIZHEPEIYU/YUNYINGNENGLI。

4、经销商如何选品?

JIANGXIANGXINGBAIJIUPINLEIJINGZHENG,JINRUDAOLE“QIYEPINPAILI+PINLEILI+CHANQUPINPAILI+QUDAOLI”DESILUNQUDONGSHIDAI。

MIANDUIJIANGJIUPINPAIHECHANPINDEJIDAFENGFU,JINGXIAOSHANGGAIXUANPINNI?

BIZHEYIWEI,JINGXIAOSHANGXUANPINYAOYIYONGHUWEIZHONGXIN,HAIYAOQINGXIXIAOFEIZHEXUANZEDELUOJI。

DIYI,ZAIJIANGJIUREHEJIANGJIUXIQUESHIQI,XIAOFEIZHEXUANZEDEZHIBIAOXIANGDUIDANYI,ZHIYAOSHIJIANGXIANGXINGBAIJIUJIKEYI,YINCI,QIYEFAZHANDEHEXINDONGLISHI“PINLEILI”。

DIER,ZAIJIANGJIUREHEJIANGJIUGONGJISHIDUCHONGFENSHIQI,XIAOFEIZHEXUANZEDEYAOSUZENGJIAWEI“PINLEILIHECHANPINPINPAILI”,YINCI,QIYEFAZHANDEHEXINDONGLIYESHENGJIWEILE“PINLEILI+CHANQUPINPAILI”,ZHIYOUJUYOUCHANQUPINPAIYOUSHIDEJIANGJIUQIYENENGGOUSHIXIANZHANGZUFAZHAN。

DISAN,ZAIJIANGJIUGONGJICHONGFENSHIQI,JIANGJIUDEJINGZHENGJINRUDAOCHONGFENJINGZHENGSHIQI,ZAIGAISHIQI,JIANGJIUQIYEZHIJIANDEJINGZHENGYIJINGSHANGSHENGDAOLE“QIYEPINPAILI+PINLEILI+CHANQUPINPAILI+QUDAOLI”DEZONGHEJINGZHENGJIEDUAN,XIAOFEIZHEBUJINGUANZHUJIANGJIUPINLEI、JIANGJIUCHANQU、JIANGJIUPINPAI,GENGGUANZHUSHANGYELIUTONGHUANJIEDEZUZHIFUWUNENGLI。

GUIJIEQILAI,JINGXIAOSHANGXUANPINSHI,JIYAOGUANZHUCHANQUPINPAI,GENGYAOGUANZHUQIYEPINPAI,TONGSHI,HAIYAOKANQIYEZAIJINGXIAOQUYUSHICHANGDEYINGXIANGLI。

    关键词:酒类营销 酱酒 经销商  来源:酒业家 北京君度卓越咨询  张胜军
    (责任编辑:程亚利)
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