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田卓鹏:酱酒大繁荣期已到来 天花板远未到来

2020-10-28 08:30  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

10月13-15日,酒业家传媒联合中酒展组委会在济南国际会展中心开设专访间,邀请酒业行业菁英与大咖畅谈酒业发展趋势,分享企业经验。

在此期间,北京卓鹏战略咨询机构董事长、首席顾问、超级品牌理论首创者田卓鹏应邀莅临专访间,分享了与酱酒热相关的诸多行业热点。

1、9大缘由支撑酱酒热持续不减

“在糖酒会上最突出就是酱酒热,媒体和酒商的目光几乎都聚焦与此”。向酒业家分享秋糖现象时,田卓鹏表示,自从茅台实现千亿目标、千元股价、万亿市值之后,以茅台为引领的酱酒热就持续升温,“即使今年受到疫情影响,整个酒业除名酒热外,最显著的现象就是酱酒热。”

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“CHANQUDEBUKEFUZHIXINGSHIJIANGJIURENENGCHIXUDESHOUYAOTIAOJIAN。”TIANZHUOPENGRENWEI,LIKAIMAOTAIZHENNIANGBUCHUZHENZHENGDEMAOTAIJIU,15.3PINGFANGGONGLIDEMAOTAIZHENJIUSHIZHONGGUOJIANGJIUDEGEN,SHIWUKEZHENGYIDEZHONGGUOJIANGJIUZHIXIN,YESHIJIUYEDEYIGEZHIGAODIAN,“MAOTAIZHENDEMIANJIHEQIYE、YOUQISHIHAOQIYESHIYOUXIANDE,ZHEIJIUJUEDINGLEMAOTAIZHENCHANQUDECHANNENGYOUXIAN、HAOJIUGENGYOUXIAN,ERJIANGJIUDEJINGZHENGBENZHISHIHEXINCHANQUDEJINGZHENG,YOUCI,HEXINCHANQUDEBUKEFUZHIXINGJIUCHENGWEIJUEDINGJIANGJIUHUOREDEZHUYAOLIYOU。”

“第二,跟酱酒酿造一年、储存五年的酿造工艺有关。”田卓鹏谈到,酱酒是酒行业唯一需要两轮生产周期的,超长的生产过程期极大增加了投资者的投入成本,“酱酒的酿造中长周期性决定了其产能释放周期长,这就更有利于市场上供需关系的平衡。所以说,酱酒酿造十年大周期两个轮回的性质,是酱酒能中长期火热的先天条件。”

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“酱酒的空间战才刚开始,酱酒产品在新高端、次高端、高端都充满了机会。”田卓鹏从当下的主流价格带谈及酱酒的主流价格带呈现出3-5-8-15特性,且在这些价格段上还没有完全打开,属于酱酒的自我存量市场。

田卓鹏提到,300-400元价位段是新商务新高端的主流,当下正面临新商务消费升级期因而整个市场都处于扩容阶段;500-600元次高端价位段目前极度缺乏超级大单品,这也是低度五粮液、国窖呈爆发性增长的重要原因;800-1000元价位段现处于挤压阶段,主要是高端名酒存量市场,基本上由五粮液、国窖、梦之蓝、青花郎等少数几个品牌垄断;1500元是高端名酒亟待占领的价格带,也是高端酱酒的标志性价位与机遇性价位,近期青花郎等积极抢占这一价位段就是出于此考虑。

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“XIEHUI、ZHENGFUDEGANYU,YOUCUJINLEJIANGJIUKECHIXUJIANKANGXING。”TIANZHUOPENGRENWEIDISANFANGJIGOUDUIYUZHENGTISHICHANGDEJINGHUAQIDAOLEJIJIZUOYONG,YANHUANLEXINGYELUANXIANGDEFASHENG。TAHAIJULITIJILEZUNYIZHENGFUHEXINGYEXIEHUIDAITOUCHUTAILEDUICUANJIU、FEIZHENSHINIANFENJIUDECHACHUHEZHENGZHI,DUIZHENGGEJIANGJIUCHANYEJIANKANGKECHIXUFAZHANDAILAIDEJIJIZUOYONG。

“JIUYEDAPANDEWENDINGXINGZHUYAOSHIKAOLONGTOU,JIANGJIUDAPANDEWENDINGYUFOUHAIDEKANLONGTOUQIYE。”TIANZHUOPENGZHICHU,JIANGJIUBANKUAIBUJINSHIMAOTAIFAZHANHAO,XIJIU、GUOTAI、DIAOYUTAI、LANGJIU、MAOTAIXILIEJIUDENGDOUYIXINGCHENGGUIMO,CHENGXIANCHUJITIFANRONGZHIXIANG,“LONGTOUQIYEZHUIQIUGAOZHILIANG、JIANKANGFAZHAN,MUBIAOWENDING、CHANNENGWENDING、ZHILIANGWENDING、SHICHANGSHIWENDINGDE、ZUZHISHIWENDINGDE,ZHEIDUIZHENGGEJIANGJIUDAPANQIDAOLEDINGXINSHIDEZUOYONG。”

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除了以上几点外,田卓鹏还从酱酒热的受益者角度论证了酱酒热还将持续:“酱酒热的受益者是龙头大牌企业和有小巨人之称的精品酒庄,这两类都是追求长期可持续性发展的企业。

2、酱酒竞争格局重构中突围的四大关键维度

“BAOSHOUGUJI,JIANGJIUZHISHAOHAIHUIRE3-5NIANSHIJIAN。”ZAIFENXIHOU,TIANZHUOPENGRENWEI,JIANGJIUJIANGCONG“RE”DAO”“HUORE”HAIJIANGCHIXUYIDUANJIAOZHANGSHIJIAN,CIHOUJIANGJINRUGAOZHILIANGFAZHANJIEDUAN。

“JIANGJIUCHIXUREDAOHUORE,JIANGJIUDEDAFANRONGQIYIJINGKAIQI。”TIANZHUOPENGZAIZHUANFANGZHONGZHICHU,XIANZAIQUANGUOYIPIANJIANG,CHULEGUIZHOUZHEIYICHUANTONGYOUSHICHANQUWAI,GUANGXI、FUJIAN、SHANDONGHENDUODIFANGDOUYIJINGKAISHITOURUJIANGJIULINGYULE,ZHEIJIDAZHUTUILEJIANGJIUDEFAZHAN,RANGCHENGSHUSHENGFENGENGCHENGSHU、RANGFAZHANSHENGFENGENGFAZHAN,RANGHUOYUESHENGFENGENGHUOYUE。

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“DADANPIN、MOSHI、PINZHIHEZUZHIJIAGOUJIUSHIZHUAZHUJIANGJIUFAZHANDECAIFURECHAO,CHENGWEIZUIHOUDESHENGLIZHEDEGUANJIANXIANG。”TIANZHUOPENGXIANGJIUYEJIABIAOSHI,ZHIYOUZHUAZHUZHEISIDAZHANLVEWEIDU,CAINENGZAIJINGZHENGGEJUZHONGGOUZHONGSHENGCHU,SHUNLIJINRUDAOJIANGJIUDEXIAYIGEMINGTI“ZHONGGUOJIANGJIUDEJIANKANGFAZHANHEGAOZHILIANGFAZHAN”。

    关键词:田卓鹏 酱酒  来源:酒业家  刘彬
    (责任编辑:程亚利)
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