· The Age of Dogfight (1952-1985)
· Capacity era (1985-1994) Shanxi Fenjiu
· Channel Times (1994-2008) Yibin Wuliangye
· Brand Era (2008-2020) Guizhou Moutai
There is a saying that from the early days of the founding of the People's Republic of China to the early 1980s, it belonged to the "age of skill" in the liquor industry, and the king was luzhou old cellar. Okawa went to check some information, and mentioned very little about this period. Dachuan feels that in the era of planned economy, the supply of raw materials is in short supply, all the work priorities of each wine company are expanding production to meet the majority of demand, and all supply and marketing are also carried out according to plan, so the development of each winery is relatively stable.
In the mid-1980s, the country gradually opened the market, the rise of the market-oriented economy, especially in 1988 (a historic year in the liquor industry) the state liberalized the independent pricing power of liquor, liquor sales prices can be adjusted according to market conditions, the liquor industry entered the stage of direct competition that truly confronts the market, each liquor company showed its magic and began to compete for the market, some rode the dust, and some gradually declined.
In the era of production capacity, production materials are scarce, and fragrant liquor is dominant with its relatively simple brewing process, short brewing cycle and high output. In the era of the first outbreak of consumer demand, there are goods that are the king, and the fragrant liquor represented by Fenjiu soon occupied the market.
In the channel era, after decades of expansion and development, the supply of various liquor companies has become increasingly rich, and the liquor industry has gradually subdivided. Wuliangye seized the opportunity, relying on the traditional brand advantages of old famous wines, and took the lead in implementing the dealer buyout business model. It was also during this period that a large number of Wuliangye's developed products were born and entered the market, and began to race in an almost barbaric way, and the sales scale of Wuliangye grew rapidly. In 1999, at the 50th anniversary celebration banquet, Wuliangye became the official wine, and Wuliangye embarked on the peak of development.
Unfortunately, Wuliangye's peak period was very short, and in 2005, Moutai net profit exceeded That of Wuliangye and became the first in the industry.
Entering the new century, the Internet era has arrived, the amount of information has exploded, and the marketing strategy has been mentioned in the most important position in various industries, which provides an opportunity for Guizhou Moutai, which has been focusing on the strategy of large single products. As for the riot operation of Moutai marketing, I plan to write a special issue later, because there are many stories.
Back to Wuliangye, the development process of Wuliangye is not much to say, each liquor factory boasts a long history, the above hundred years and a thousand years, anyway, true or false, do not need to look more.
Dachuan has compiled a history of the development of Wuliangye after the founding of the People's Republic of China (compared with Moutai):
As one of the eight traditional famous wines, Wuliangye should have won five consecutive famous wines, but because Wuliangye had just built a factory at the first wine appraisal meeting, it did not participate. All the next 4 sessions were attended.
Looking at the development process of Wuliangye, one of the core tasks is to expand production, and the most important link restricting its production capacity is the fermentation process. Fragrant liquor pays attention to the history of continuous fermentation of the cellar pool, the so-called "thousand years old cellar is bad, the wine must be old in the cellar pool", and the new cellar below 10 years basically cannot produce high-quality wine.
This is also why sauce wine can focus on a high-quality good alcohol cultivation, and accompanied by a large number of low-quality low-end wines.
Let's take a look at Wuliangye's production capacity (high-end wine production capacity in the table):
According to this data, the production capacity of premium wine in 2020 is less than 30,000 tons, the total production capacity is 480,000 tons, and there are 450,000 tons of low-end wine.
Due to process limitations, the production of Wuliangye high-end wine must be accompanied by the production of a large number of low-end wines.
Due to the excessive output, these wines are very embarrassing, and it is impossible to abandon nature, but it is also very difficult to rely on Wuliangye's own strength to digest at that time, so Wuliangye can only open up the development of wine customization. This is like a pig that hit the hormone, a short time fast Cui big, so Wuliangye in the 90 years of market generation expansion rate is amazing, the following product line part we specifically said.
Let's take a look at Moutai production capacity:
In 2016, Moutai production capacity (listed this year) was more than 39,000 tons, Wuliangye high-end wine production capacity in these two years has been stable at about 29,000 tons, Moutai production capacity is 25% higher than Wuliangye high-end wine, 1000 yuan Wuliangye demand is not small, do you feel that puwu is difficult to buy?
So someone tells you that the high price of Moutai is due to the scarcity caused by production capacity, just laugh.
As early as the 1990s, Wuliangye faced with a large inventory of low-end wine, boldly enabled distributors to develop a buyout model. And this model, in the early stage of promotion, dealers independently develop their own exclusive products, dealers for the product control is stronger, different regional products can be distinguished, the gross profit of development products is higher, but also better grasp the market, in the process of promotion of agents at all levels are also more motivated, so rely on this model, Wuliangye that digested the low-end inventory, and rapidly expanded the scale in a short period of time, and dealers also earned a lot of money, can be described as three eagles. This seemingly win-win situation, Wuliangye has made a fatal mistake, there is no planning for the number of low-end product lines, and there is no specification for the development of product packaging, resulting in the proliferation of development products while a large number of copying the classic Wuliangye packaging style, for a time let many consumers fool around and do not know, coupled with dealers in order to sell goods and fake wine flood, Wuliangye's brand power was seriously overdrawn.
This is just the tip of the iceberg, Wuliangye Group's development of products in the peak period of how many thousands, put together is the rhythm of everyone to find stubble
The development dilemma brought about by the large number of development products, if there is no reform, I am afraid that the seat of the second oldest liquor will have to give way, so from the new management in 17 years to implement the slimming strategy, 17 years, 18 years, 19 years of the three years of the annual report are focused on how to implement the slimming strategy.
In 2017, the "1+3, 4+4" strategy was proposed, "1+3" is the classic Wuliangye and other high-end wines, and "4+4" is to focus on creating 4 national large items of Wuliangchun, Wuliangol, Wuliang special qu and Jianzhuang, and 4 regional products of Wuliangjia, Baijia Banquet, Friendly Wine, and Hot.
In 2018, the focus was narrowed to the "1+3" strategy, and others were not mentioned.
In 2019, it continued to emphasize "continuing to streamline high-imitation products with serious overdrafts of Wuliangye's brand value." "Concentrate on creating four national large items of Wuliang Spring, Wuliang Alcohol, Wuliang Special Qu and Jianzhuang." At the same time, it is proposed to integrate the original series of wine, special qu, touqu and Wuliang alcohol companies to establish a new Wuliang Xiang series liquor company.
Fortunately, Wuliangye has done a good job in the protection of "Classic Wuliangye", but the packaging is updated for several generations, and there is no major discount in high-end positioning, and the value positioning of "Classic Wuliangye" has been continued.
In fact, in terms of the wine body itself (aside from the aroma type), Puwu is not weaker than the flying sky, and there is no high or low between the sauce and the strong fragrance, but Wuliangye has overdrawn the original brand power in advance, and Moutai has been cultivating for many years. When Feitian Moutai has become a financial target, Pu wu is still fighting in the wine circle.
Fortunately, after Feitian Moutai rode the dust, it left a vacuum in the high-end liquor market of 1000-2000 yuan price range, although the major factories currently have a large number of product layouts in this price segment, but the products that can really resist the price and generate sales are currently only pu wu can do.
Once the old eight, we look at them one by one.
Although the former "Mao Five Swords" third brother Jian Nanchun has a proper scale of tens of billions of yuan per year, but because of the earthquake and restructuring, it has been greatly injured, and without the core competitiveness of old wine, the high-end market has almost become a luxury.
Luzhou old cellar, the same for the Sichuan pie incense. On the number of old cellar ponds, the national treasure cellar pond group is more than Wuliangye. On the quality of wine, each has its own characteristics, Luxiang no one surpasses, Wuliangye's youxiang is also unique, a single grain, a multi-grain, a original cellar, a running cellar, no one can say that I am better than you, fans also have their own likes and dislikes, it is difficult to distinguish between high and low, the two as a typical representative of the incense also have their own advantages, but also difficult to distinguish.
On the history and brand of Luzhou old cellar is a little worse. Although all five national wine appraisals have won awards for the old cellar, the products participating in the appraisal are classic Luzhou old cellar special songs. This is important! The current Wuliangye is still the Wuliangye that participated in the appraisal that year, but it is only a revision, but the National Cellar 1573 is a new product, and the Luzhou Old Cellar Special Qu is two brands. From the large-scale publicity and listing in 2000, it is only 20 years ago, compared with the century-old classic Wuliangye, which is an order of magnitude worse in the story.
Fenjiu, although it is a representative of fragrance, is not small in scale. But Fenjiu's fortune is to rely on the low-end market, although there is also a high-end layout, but the consumer cognition has been solidified, want to play high from low, difficult!
The last one left, Yanghe. Like the old cellar in Luzhou, the winning wine of that year was Yanghe Daqu. After the restructuring and activation of internal forces, Yanghe re-investigated the market to make a soft blue classic and take differentiated competition, which made Yanghe come back to life. As for the dream 9 and the handicraft class, Yanghe is not willing to occupy anything in the field of high-end wine, and the products of strong push, product strength and popularity are not even as good as the national cellar, let alone Wuliangye. Coupled with the yanghe outside the base wine, the poor quality of the wine is already an open secret, and the high-end market is far from being able to shake the first two big men.
As for the strong brand in the Gujing region, it is difficult to spread out in the national market. Quanxing, Xifeng, and Dongjiu, either internal problems or niche fragrances, do not have the strength to challenge the second brother.
Therefore, the only one that can undertake the price band of 1,000-2,000 yuan under Moutai on a large scale is Wuliangye.
Code words are not easy, but also hope that all the officials and subordinates will be merciful, if there is a gaffe, more inclusive.
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