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头部名酒屡推优商扶商战略 酒商该如何搭上红利快车?

2020-12-25 08:02  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

JINNIANYILAI,MINGJIUZENGZHANGSHITOUYUFAMINGXIAN,MAOWUYANGLUFENDENGMINGJIUJINGXIAOSHANGCHENGWEILIUTONGLIUYUZUIRANGRENYANXIANDEQUNTI。

CHENZHEDANGXIAGEDAMINGJIUZHENGZAIXIANQIFUSHANG、YOUSHANGXINGDONG,GUANGDAJINGXIAOSHANGGAIRUHETISHENGZISHENSUZHI,DASHANGMINGJIUKUAICHEDAONI?

01、上游品牌集中带来商业集中

2017NIANYIHOUZHONGGUOJINGJIZHOUQISHANGXING,DAILAILEBAIJIUCHANYEZHOUQIDESHANGXING,BUTONGYUBAIJIUXINGYEHUANGJINSHINIANDEDIFANGSHILIANGJIFENHUA,JUBUFANRONG,SHISHANGYOUCHANGJIAHEPINPAIDEJIZHONG。

2019年,上市公司总体收入占行业总收入比例为42.4%,加上习酒、郎酒、剑南春等未上市TOP30企业,占比将达到约50%。

2020年,行业一定程度受疫情影响,但从三季度报来看,优质的名酒茅台五粮液、洋河、泸州老窖、汾酒、今世缘、水井坊、迎驾、舍得、酒鬼酒等品牌都是收入利润双增长。区域名酒景芝、仰韶、华山论剑、李渡等品牌也保持较高的良性增长。

SHANGYOUPINPAIDEJIZHONGYIDINGDAILAILESHANGYEDEJIZHONG,YOUZHISHANGYE,JUYOUYOUSHIPINPAIDESHANGYEYUELAIYUEHAO。

CONGYANJIUDIANLAIKANJIZHONGDUYEYUELAIYUEMINGXIAN,YANJIUDIANFENWEISANZHONGLEIXING,PIFAXING、TUANGOUXINGHELINGSHOUXING,TUANGOUXINGYANJIUDIANYUELAIYUEHAO,QUANGUODECHUHUOFENEYUELIANGQIANYI。

02、产业原理:

职责对等的厂商协同

BAIJIUPINPAIDEJIZHONG,CHANGJIABIANQIANG,YIDINGDAOBISHANGYEYEBIANQIANG,JIUHEGUIDAOYIYANG,YAOJIEGUI,CHANGJIAPINPAITONGGUOSHANGJIAGUIDAO,SHUNLIGAOXIAODEDAODAXIAOFEIZHE。YIGEPINPAIDEQIANGDAZUIZHONGTIXIANDESHIGUIMO,GUIMODESHIXIANYIDINGSHICHANGSHANGZHIZEDUIDENGXIADECHANGSHANGXIETONGLAIWANCHENG。

YIGECHANYECHENGSHUDUDEZUIZHONGBIAOXIAN,BUSHIKANCHANG,ERSHIKANSHANG,SHIKANLIUTONGXIAOLVNENGBUNENGDEDAOTIGAO。YINWEIZAIYIGECHANYEZHONG,CHANYEJIAZHILIANDEBUTONGHUANJIE,CHANGJIAHESHANGJIACHENGDANZHEBUTONGDEZHIZE,CHANGJIASHIPIANXIANGYUJIAZHIDESUZAO,ERSHANGJIAPIANXIANGYUJIAZHIDEBIANXIAN,BENZHISHILIUTONGXIAOLV,CONGJUEDUIYIYISHANGCHANGHESHANGSHEIDOUBUNENGBEIQUDAI。

MAYUN、LIUQIANGDONGZHEIMEQIANGSHIDEDIANSHANG,YIRANQUDAIBULEMAOTAI,DANGNIANDEHAIER、TCLNEIMEQIANGSHIDEQINGKUANGXIA,ZUIZHONGSHIXIANCHANYECHENGSHUDEBUSHISHANGYOUGONGYEQIYE,ERSHIXIAYOUDEGUOMEI、SUNINGDENGSHANGYEQIYE。

YOUZHIDASHANGDECHUXIAN,YIDINGJIYAZHONGXIAOQIYEDESHENGCUNKONGJIAN,DANSHIZHEISHIZHONGGUOJIUSHUIXINGYECHENGSHUDEBIRAN,YESHIYIGEZHONGYAOBIAOZHI,CHANGXIANGWEILAIWUDAOSHINIAN,ZHONGGUODEYOUZHIJIUSHANGKENENGHUIHUANYIZHONGFANGSHI。

JINTIANCHENGSHUDESHANGYEBUNENGDAIBIAOWEILAICHENGSHUDESHANGYE,JIUKANSHANGYEZAICHANYELIANZHONGBANYANJIAOSEDEJIAYUNENGLI,LIUTONGXIAOLVHEBANGZHUCHANGJIAFUWUXIAOFEIZHESHIBUSHIGENGGAOXIAO。

汾酒近几年的高速发展,非常精彩的阐释了厂商之间的互动整合和相辅相成的游戏。通过汾酒厂家的台龙头,利用中国酒魂、骨子里的中国、行走的汾酒持续不断的造势,焕发汾酒作为汾老大及老四大名酒的品牌位势,反向整合了优质的商业,白酒行业黄金十年,发育了一批优质的商业,他们有能力有资源,汾酒整合了一批,打通了出海口,优质商业又倒逼汾酒整体组织能力的提升,倒逼汾酒通过培训,通过机制的优化激活进行自身的改造,例如拿出百万或者几百万的奖金,李秋喜董事长为代表给国资委签订对赌条款,机制上进行盘活,引入华润雪花这样的央企,在体制上做改造,提升自身的效率和对市场的服务能力,最终实现业务队伍和商业队伍的相辅相成,良性发展互动。价值创造和价值变现相辅相成,推动了整个汾酒健康高效持续的发展。

03、路径实现:

厂家商业化和厂商一体化

ZHONGGUOJIUXINGYELISHUYIXIASHIXIANLUJING,ZONGJIEWEILIANGGEFANGMIAN,YIGESHICHANGJIASHANGYEHUA,YIGESHICHANGSHANGYITIHUA。

CHANGJIASHANGYEHUA,JIUSHICHANGJIAZAICANYUSHICHANGJINGZHENGGUOCHENGZHONG,GUHUAHERUOHUALEHENDUOJINGXIAOSHANGDEZHINENG,RANGJINGXIAOSHANGBIANCHENGLEWULIUSHANG,BIANCHENGPINGTAISHANG,CHANGJIAZHUDAOZUOZHONGDUAN,ZUOSHICHANG,ZHEIZHONGMOSHIZAIJIUXINGYEZHANLE60%-70%。

YIHUIJIUWEIDAIBIAODEQUYUXINGJIUQIHEYANGHE、LUZHOULAOJIAODENGWEIDAIBIAODEQUANGUOXINGJIU,JIBENDOUSHIZHEIZHONGMOSHI。CHANGJIASHANGYEHUARUOHUALESHANGJIADESHICHANGTUIGUANGZHINENG,MOUZHONGYIYISHANGDUISHANGJIASHIBULIDE。

CHANGSHANGYITIHUA,CHANGSHANGKUNBANGYIQI,GONGTONGLAIYUNZUOSHICHANG,YINIULANSHANHEJINGJIUWEIDAIBIAO。TAMENDOUYOUBAJIUBAIGEJINGXIAOSHANG,QISHIJIUXIANGDANGYUYOUBAJIUBAIGEFENGONGSI。

ZUOWEIGUOQI,YOUCHANPIN、PINPAI、JISHU、CHANNENG,YEYOUZHANLVEDEYUANJIANHEJUECEDENENGLI,DANSHIXIAOLVSHIGUOQIDERUODIAN,JIUJIAOJISHANGYEQUZUO,SUOYINIULANSHANHEJINGJIU,BAOKUOQIANJINIANKUAISUCHENGZHANGDESITE,DOUCAIQULECHANGSHANGYITIHUADEYUNZUOMOSHI,ZHEIZHONGMOSHIQIUQIYESHIJIDUDEZHONGSHIQIYUEJINGSHEN,FEICHANGZHUZHONGCHANGSHANGYITI,CHANGSHANGYIJIA,BAJINGXIAOSHANGZUOWEICHANGJIAXIAOSHOUBUDEYIYUANLAIKAN,SHIXIANCHANGSHANGLIANGHAODEFENGONG。

SUIZHESHICHANGJINGZHENGHUANJINGDEBIANHUA,CHANGJIASHANGYEHUAHECHANGSHANGYITIHUAYEBUSHIJUEDUIDEZHEIGEJINGWEIFENMINGDE。

LUZHOULAOJIAOYOUDUOZHONGMOSHIHUNHECUNZAI,YANGHEMENGLIUJIADESHANGSHI,CAIQUYISHANGWEIZHU,DUOSHANGYEWEIFUCHENGLIHEZIGONGSIXIAOSHOU,YEZOUXIANGLECHANGSHANGYITIHUADEYUNZUO。

30NIANHEDONG,30NIANHEXI,SHANGYEMOSHISUIZHESHICHANGHUANJINGDEBIANHUADE,LUOXUANSHIFAZHAN,WULUNZENMEFAZHANHEBIANHUA,CHANGSHANGZHIJIANHAISHIYAOHEZUOXIETONG,CHANGJIABUNENGJUEDUIDEYIGANZICHADAODI,JIUXIANGSHIJIESHANGJIUYAOYONGYUANSHIYOUNANRENHENVRENGOUCHENGYIYANG,SHEIDOULIBUKAISHEI。

04、商家准备好之后的几个“风口”

1、JIANGXIANGJIUFENGKOU

酱酒热是当下行业的共识,茅台热带动酱酒热,消费阶层从高到底的消费引领传导作用下,消费群体和需求持续扩大;相对浓香的高毛利,得到经销商、终端渠道环节的拥护和主推;行业外资本投资需求、收藏需求的扩容,加剧供不应求的局面;消费重口味趋势,消费者越来越适应酱酒口感,也主推了酱酒热。

CONGXINGYEXIANGXINGZHANBILAIKAN,JIANGXIANGZHANBIZAIKUAISUSHANGSHENG,2019NIANDADAO24%,JIANGXIANGWEILAIYOUJUDADEZENGZHANGKONGJIAN,WEILAIJIANGBAOCHI15%-20%ZUOYOUDEFUHEZENGZHANG,YUJIZHISHAOBAOCHIWUNIANDEZENGZHANGHONGLI。

2、CIGAODUANFENGKOU

茅台、五粮液等一线白酒品牌的持续提价,给次高端产品留足了市场份额和价格上涨空间。全国白酒品牌向次高端延伸,区域龙头在次高端重点布局,成为次高端扩容的有力推手;居民收入增长,中产崛起,消费升级,成为次高端市场发展的主要力量,次高端市场持续扩容。

3、XIANSHANGXIANXIAMOSHI

DUIZHONGDUOJINGXIAOSHANGLAISHUO,YIXIANMINGJIU、JIANGJIU、CIGAODUANDOUSHIFENGKOUQI,DANSHIJIHUISHAO,HUOZHEMENJIANTAIGAO,FEIMINGJIUPINPAI,HEZUOHOUPUSHINAN、DONGXIAONAN,HENDUOSHANGJIACHANGSHIXIANSHANGXIANXIAXINMOSHIHEZUO。

BEIJINGLIANYILIANGONGSITUICHULESANYUNPINGTAIJIUSHIYIGEFEICHANGHAODEYUNYINGMOSHI,MUQIANLUZHOULAOJIAO、JINGJIANG、YUNMEN、XIJIUDENGDUOGEPINPAIZAIHEZUOSHIYONG。

ZHENDUITUANGOUSHANGCAIYONGBIHUANRENMAIXIAOSHOUMOSHI,JIUSHANGDIMENJIANHEZUO,KAITONGXIANSHANGYUNDIANJIKEJINXINGTUANGOUXIAOSHOU。

ZHENDUIJINGXIAOSHANGLIANYILIANDESANYUNPINGTAIDATONGLEYUNSHANG、YUNDIAN、YUNKE,TONGGUOLIANJIESHANGJIA、ZHONGDUANHEXIAOFEIZHE,CHANGJIAJINXINGKONGPANFENLI、QUANMIANKONGPANYUNZUO,ZHENGCETONGYI,HUAMIANTONGYI;XIAOFEIZHEZHIJIEXIADAN,XIANSHANGZHIFUDAOCHANGJIA,CHANGJIA/SHANGJIALIYONGDISANFANGWULIUPEISONG,XIAOFEIZHEYEKEYIDAODIANZITI;JINGXIAOSHANGJINJINXUYAOSHAOLIANGDEZHOUZHUANZIJIN,BUZHANYAZIJIN,DIMENJIAN、BUYAHUO,JINGYINGCHENGBENDI;ZHONGDUANKAITONGXIANSHANGYUNDIAN,ZUOTUIGUANG,XIAOFEIZHEXIADANHOUZHIJIEXIANSHANGHUODEFANYONG,DIMENJIAN、BUYAHUO,WUSHITIMENDIANYAOQIU,LIRUNYOUBAOZHANG。

ZONGTILAISHUO,LIZHICHENGWEIWEILAIYOUXIUDEDASHANG,XIANZAIYAOXUNQIUJIANGJIU、YIXIANMINGJIUXIAYANSHENCHANPIN、QUYUMINGJIUXIANGSHANGZOUDECIGAODUANCHANPINHEZUO,HUOZHEJIJIYONGBAOXIANSHANGXIANXIACHUANGXINXIAOSHOUMOSHI,YINGZAIQIPAOXIAN、YINGZAIWEILAI。

    关键词:酒类营销 白酒板块 经销商  来源:酒业家 君度卓越咨询  林枫 周祥圣
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