"Mr. Left and Right: Strategic Thought" |(17)
Mr. Left and Right: Sauce wine is so "windy", why does the "Guizhou Old Eight" want to play themselves to death?
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Mr. Left and Right Strategize / Solve the "Death Pit" Mr. Left and Right / Mouth Poison Endowed with "Benevolent" Hearts
The article is a bit long, but it is very spicy, and friends who like to eat spicy strips can get addicted to it ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~ ~
The spring sugar will just come to an end.
Judging from the annual situation, the pattern of "one faction dominant" of sauce wine has emerged. The merchants who came to the scene generally went straight to the sauce and wine, and the leaders of various factions such as Wuliang, Luzhou, Xifeng, and Fenjiu were left behind, and only the sauce and aroma pie Qianjiu was in the market and has been popular.
From Guizhou to Sichuan, the sauce is mainly anti-guest in the fragrant hometown, and the Chengdu Spring Sugar Club has become its own home!
In fact, not only this year, many years ago, the Spring Sugar Festival was basically the world of sauce and wine.
However, in stark contrast to this hot situation, several veteran liquor companies that were once known as the "Old Eight Of Guizhou" have gradually faded out of people's sight and disappeared into the vast "sea of wine" in the feat of singing all the way and slashing six generals all the way through the sauce wine...
So, here's the question:
Since the sake is so fierce and so "windy", why do these "old eight bigs" want to play themselves to death?
And so it is.
In addition to MaoTai, Xijiu and Jinsha, Dongjiu, Pingba, Anjiu, Yaxi, Meijiao, these old famous liquors: they seem to have been racing on the downhill road, and no one is humble to anyone. Your production and sales are low, I am lower than you! Your brand is weak, I am weaker than you! Who's afraid of whom?
And so it is. In addition to MaoTai, Xijiu and Jinsha, Dongjiu, Pingba, Anjiu, Yaxi, Meijiao, these old famous wines:
They seem to have been racing downhill, and no one is humble to anyone. Your production and sales are low, I am lower than you! Your brand is weak, I am weaker than you! Who's afraid of whom?
Oh, what is this track? What's the magic? What makes them so decadent and weak?
Mr. Left and Right believes that there are mainly the following factors:
One is complacency: thinking that one's knowledge system is "sound"
The biggest problem with these winery owners is that they think they are very good at it, think they know a lot, think that their cognition is perfect, very professional, very authoritative...
As a result, they can't fit in the slightest bit of other people's opinions and suggestions,
They often flaunt their glorious history, tell their work experience, circulate their poetry and songs, show off so-called ideas and doctrines, and count the family treasures... Think that's authority, that's professionalism,
As everyone knows, this set of cognition and operation system of theirs is incompatible with the wine culture of this era, far from today's wine market, and is separated by more than 18,000 miles!
No, the good end of the "boss eight" was forced to be played by them! "No" had to be so clean and clean, and it had to be so utterly defeated!
Don't tell me you're still alive, and don't tell me you've always had new products to push. Annual sales of less than 1 billion, 2 billion, you are embarrassed to say that you are still making wine in Guizhou, not to mention that you are still "Guizhou old eight"!
In this regard, anjiu Zhaoguangcai, Yaxi cellar Liang Guoming, Meijiao Chen Changwen, Pingba cellar Chen Xianrun and so on are the most serious.
Forgive me for presenting his name directly, in fact, telling the truth is the greatest respect and responsibility! To tell the truth is to hope that you can really get better, stronger, and bigger.
The second is "self-blindness": self-"blindness"
This aspect is mainly manifested in the fact that these bosses themselves can't see where their problems are, and they can't see the direction of this market, and they can't see where the needs of consumers are!
Times are advancing rapidly, and the gameplay is changing with each passing day, but they just turn a blind eye.
Their eyes never seemed to be clear. They simply don't know how to adjust their strategy, how to develop new products, how to create topics, how to attack the city? It can only be "conventional + plagiarism", copying some other people's things, calling it "take-ism", until it makes a joke.
For example, in the jewel altar of Meijiao, the advertising slogan is called "brewing a pot of good wine for Shenzhou", have you not seen Huang Yongyi already said "give the world a bottle of good wine"? Are you still just "brewing a pot of good wine for Shenzhou"?
Is the realm and aura a little bit worse? Plagiarism is also too clumsy, right? What will the market think? What will consumers think? This vision and vision is really no one!
Pingba Distillery does not even have the innovation of sub-brands:
Pingba Cellar Wine's current products are mainly the Golden Kettle Series and the Classic Series Wine, which are distinguished by The First, Second, and Third Grades, with the first grade being the highest and the Third grade being the lowest. Among these products, it is said that the positioning of the distillery is classic No. 3< classic No. 2< Jinju No. 3< Jinju No. 2< Jinju No. 1< Classic No. 1 ~ ~ ~ ~ ~ ~ ~ ~
Just ask you if you faint?!
Planned Economy, On the Rush of Seniority There are woods?
What age are you still playing this set?
Are you dirty?!
Another "self-blindness" manifests itself in the indifference to "foreign invaders":
In the field of liquor, "Chuannong Qian sauce" has become an inherent cognition. Most consumers define Sichuan liquor as a strong aromatic liquor, but they do not know that over the years, Sichuan liquor has long been killed in the field of sauce liquor and has become a school of its own. The Sichuan sauce wine on the left bank of the Chishui River is gathering sand into a tower and quietly rising.
Some people in the industry believe that with the increasing clarity of the development model of the sauce wine industry such as Luzhou and Yibin, Sichuan sauce will surely become the "second force" of sauce wine that cannot be ignored in the market.
It is not difficult to predict that in the future, Sichuan sauce wine will become an important force in the sauce wine market, and the "left bank era" of chishui River is coming!
Everyone else has been killed at the doorstep, but our "old eight" have not yet had any awakening, any vigilance, no adjustment, creation and innovation.
To borrow a phrase from Cao Yunjin's crosstalk: You say you don't die?
The third is autism: closing yourself off
Shut yourself in the house, shut yourself off.........
What kind of good ideas, good suggestions, good ideas, good planning, good gameplay, all TM go to hell, Lao Tzu just doesn't listen! No one should try to change me!
Because their knowledge structure is not adjusted, the cognitive system is not opened, so for decades their own gameplay is the same, occasionally a little action is not thorough, small fights and half pushes and half on, simply do not burn the attention of the market and the excitement of consumption!
Because their knowledge structure is not adjusted and the cognitive system is not opened, these distilleries have not been able to push out heavyweight new products for so many years, and even if they push, there is no breakthrough and no great achievement. These are all manifestations of autism.
These wineries have a history of decades or even hundreds of years, but in such a long history, there are no really decent ways of playing, and there are few new products that can really be handed. So every step of myself has not caused a reaction in the market, which is equivalent to walking with my eyes closed for decades.
Another type of autism is blind conformity, such as:
They only know how to make reserves, only know how to expand production capacity, who doesn't understand? Who's not doing it? "Anyone can do what everyone is doing", your old eight is only "can do and do", can this reflect the level of "old eight"?
Why not make a big effort to study how to strengthen the brand, how to tell stories, how to build channels, how to do IP? How to improve the competitive dimension? How to enhance brand influence...
It should be noted that cultural differences and brand influence are the biggest competitiveness and the heaviest core assets of an enterprise.
After playing for more than ten or twenty years, I have not played a famous hall, and I have also played the "old brand" to death ~ ~ This confidence really does not know where it comes from.
The fourth is arrogance: thinking that you are very good
Anjiu, is a strong aromatic liquor, its aroma is charming, continuous, full, so it was widely welcomed by consumers, so it soon entered a period of rapid development, the annual output quickly exceeded 10,000 tons, becoming the largest brewing enterprise in Guizhou Province, and also the first liquor group in New China.
Later, there was a period of Guizhou liquor recession, coupled with the lack of awareness of the brand and quality protection of Anjiu, followed by a large number of fake Anjiu, inferior Liquor, resulting in a sharp decline in production and sales, to today almost no trace.
Many people will think that the decline of Anjiu is caused by the downturn in the liquor industry. In fact, the most important factor leading to the decline of Anjiu comes from arrogance:
Due to the rapid development of the group, Anjiu blindly seeks expansion and merges many small wineries, but does not pay attention to quality control and brand promotion, thinking that everything can be solved by the force of capital!
The barbaric growth of arrogance has led to the fact that Anjiu has not yet gained a firm foothold, has not yet stabilized the interior, has not yet stabilized the market, and wants to become bigger before it is stronger.
When the crisis comes, the seemingly powerful enterprise is naturally full of holes in its system, and any wind and grass is enough to make it collapse.
The other old eight have not even tried the force of capital, because they have no capital at all, so they die so quietly and naturally...
The fifth is self-binding: tying oneself up
This piece is mainly because the company does not understand the principle of "breaking the standing". Holding on to the shortcomings, being complacent, being content with the status quo, and not daring to break through, everything is not innovative, everything is not new! A pool of stagnant water, dead breath!
Walking into today's Pingba Distillery, Duck Creek Distillery, meijiao distillery, it is this feeling that comes to the face.
What's more, they are still bound by their own consciousness! No signs of a breakthrough in sight! As a result, the company has been hovering in sales of tens of millions and 100 million or so for many years...
There is a magnificent style of "never looking back without seeing the coffin"...
Sixth, conceit: death does not admit mistakes, death does not repent
"Lao Tzu is right, and no one should try to convince me!"
"When Lao Tzu dried wine, you weren't even born!"
"Lao Tzu is going to do this, and no one should talk anymore!"
……………
This "twisting energy", the chairmen of the old eight big eight really have.
There is a saying called "death without repentance", which is given to such people. Knowing that you are wrong, you are dead and not acknowledging the account.
Cao Cao, the king of the State of Wei during the Three Kingdoms period, had power over the opposition and was above ten thousand people, and his words were the truth, and no one could refute them. However, these old eight congresses now, without Cao Cao's fate, but to be like Cao Cao, completely unable to listen to the advice of others, always centered on themselves...
Even if you know you're wrong, you never admit it.
This conceit can be seen from the fact that they have been occupying the position of chairman for so many years, but they have not carried out more valuable innovations, and they have rarely introduced high-level think tanks or external brain institutions to settle in.
For this conceit of the chairman, the one who feels the most and suffers the most is their respective general manager. The bosses were slow to see the action, and the general managers were impatient but there was nothing they could do. The bosses are too conceited to be able to carry out all their strategies.
You must know that you are conceited, the key is that you still have your own business behind you!
The seventh is self-deprecation: self-deprecation of oneself
Thinking that he could not become a great climate, and could never become a general, he first reduced himself to a mortal.
Therefore, everything is not done according to the requirements of the top brand, there is no grand goal and lofty planning, and at the beginning it will be on the line, muddy, plain, small, timid, and naturally end up doing nothing.
For example, Duck Creek, Pingba, Meijiao, and Bijie Dadi, their deaths belong to this type.
"A hundred years of making, just the tide"... Duck Creek Distillery's high-end image product "JiaziJiao" had already made a good start, but then there was no action;
The high-end product "Jewel Altar" of Meijiao Distillery, which "brews a pot of good wine for Shenzhou", is of very good quality and can fully impact the high-end market. However, due to the birth defects of culture and the lack of self-confidence of the factory, there has been no action since birth;
The golden pot of Pingba Cellar Wine and the so-called high-end wine of the classic series are even more of a paste, and the seniority is also numbered! What age is this play? Who's going to buy your wine and counting?
These are all manifestations of cultural insecurity and self-deprecation of entrepreneurs.
Eighth, dislocation: the dislocation of cognition and operating systems
There are several types of cognitive misalignment.
First, the wrong capital operation as marketing: think that as long as there is capital operation, it will increase its influence, and with influence, there is no need to plan and market. As everyone knows, this influence is so weak that it can be directly ignored.
In this regard, Li Qinghe, chairman of Fangjiu Group, integrated Pingba Distillery as a case. Mr. Li hopes to use the history of Pingba Cellar Wine to help the rebirth of pingba wine brand Nirvana and open a journey for Pingba Cellar Wine to create glory again.
Then there is no then, and the various actions that should be done are not done. As a result, this misalignment has led to the fact that pingba cellar wine has not been revived to this day.
After bijie distillery was acquired by Henan Zhongyue Xiufeng Group, thousands of cellars were built on Wumeng Mountain, which was also a way to show the power of capital, so it still entered the misunderstanding of capital marketing. Its development of the red glory and legend in 1942 has not caused much repercussions in the market so far, which is the curse of this cognitive misalignment.
Second, the wrong use of poetry and songs as operation: for example, Chen Changwen, chairman of Meijiao. Mr. Chen is very cultured, can sing and dance, and is both literate and martial. But he mistakenly regarded this culture as marketing, thinking that writing a few lyrics on the bottle, paparazzi in the marketing world, he would write poetry, and his wine would sell well.
As everyone knows, the market does not buy it at all, which is a typical cultural cognitive dislocation. In this way, Mei Jiao gradually disappeared, which should be the responsibility of Boss Chen. To put it bluntly: Who would buy your wine because your poems are well written?
Third, it is wrong to abandon tradition as innovation. Dong Jiu is a case of cognitive dislocation in this regard.
Dongjiu uses high-quality sorghum as raw material, Xiaoqu Small Cellar to make sake, Daqu Cellar to make fragrant sauce, and wine sauce to steam. Its process is referred to as "two small, two large, double pickle steaming".
Its liquor is clear and transparent, the aroma is elegant and comfortable, and the slight aroma of medicinal herbs that makes people feel happy is once called "the two treasures of Guizhou" alongside Moutai.
However, in the 1990s, Dong Jiu abandoned the ancestral Dong Xiang craft and chose to take sides in the strong fragrance, which was the most fatal cognitive dislocation of Dong Jiu. Dongjiu once stopped production and began to become confused, coupled with the lack of strategic innovation, the former glory gradually stopped...
However, in the 1990s, Dong Jiu abandoned the ancestral Dong Xiang craft and chose to take sides in the strong fragrance, which was the most fatal cognitive dislocation of Dong Jiu. Dongjiu once stopped production and began to become confused, coupled with the lack of strategic innovation, so the former glory gradually stopped.........
Fourth, misplaced the fragrance type station!
"Guizhou is not the whole world of sauce and wine, as a representative of Qianpai's strong fragrance, the return of Bijie Daqu has once again allowed the industry to see another possibility of Guizhou liquor in addition to sauce fragrance...?
And voila! Even the Spring Sugar Society only recognizes sauce wine, but Bijie Distillery is still "inheriting the strong fragrance of Qianpai and the fanghua of the craftsmanship era"! Are your new products "Legend 1942" and "Red Glory" doing well? Dare to announce the sales?
Although Bijie Daqu is not the "Old Eight" of Guizhou, since it is said, I will mention it in passing.
The above are all the disasters caused by cognitive dislocation, and to put it bluntly, they are all caused by one-sided knowledge. Don't deny your cognitive limitations, what you have to do is to rebuild your knowledge system as soon as possible and comprehensively, and make up for the lessons that should be made up.
In summary, in addition to MaoTai, the old eight in Guizhou are still running normally, and only Xijiu and Jinsha are. The other old eight big, really dare not compliment! They are also really powerful enough, and the good end of the "old eight" can give you a hard time to toss it away......... Hope they don't go too far down the path of self-destruction!
Finally, Mr. Left and Right would like to state that in fact, everyone and every company does not want to, and absolutely does not want to play, to death. But their series of moves is really too much like taking the initiative to play themselves to death!
So, forgive me for using the title of this article unkindly; and at the same time forgive me for naming so many entrepreneurs! In fact, to tell the truth, I have said so much, all so that these wine companies can do better! So, this should be the greatest respect!
Forgive me, I'm rational paranoid.
Mr. Left and Right | mouth poison endowed with "benevolence"