Exclusive: He is the general manager of the sales of Dynasty Liquor Everyone drinks dry red and does not drink dry berth makes him anxious

Operator Finance Intern Zhao Mengyao/Wen

Industry insiders know that Dynasty Wine has outstanding advantages in the field of white wine, and Liu Jun also pointed out that white wine is the blue ocean market of China's wine industry.

Liu Jun is the general manager of Tianjin Dynasty Wine Sales Co., Ltd., and also an executive of the Sino-French joint venture Dynasty Grape Wine Co., Ltd. and Liaoning Wunushan Milan Wine Co., Ltd.

He believes that the second entrepreneurship of the dynasty takes time

In Liu Jun's view, the dynasty needs a process to start a business for the second time and develop the second time, so he calls on the dynasty to really not lack good products, hoping to give us a little more time.

In 2019, Dynasty Wine not only played a dry + classic product combination fist, but also developed customized wine, combined with the customer's channel network and market demand to match the corresponding products, and strive to achieve the "1+1>2" synergy, and regional customization will also be the product planning that Dynasty continues to adhere to.

Liu Jun said that for the dynasty, 2020 is a year to consolidate adjustments and establish a market model.

In 2020, Dynasty continued to implement the service enterprise-type strategy, and continued to promote the market service work of "sticking to the market and grounding gas" with the goal of destocking, increasing promotions, cultivating scenes, speaking high, and rationalizing the top level.

Product upgrade system layout market

At the Brandy Product Recruitment Meeting of Dynasty Liquor in January 2021, Liu Jun said that in 2021, it is necessary to firmly implement market actions, continue to promote the 234 strategy, and achieve product upgrading and market infrastructure construction.

In brandy products, the product structure of "main line + innovation" is formed, so as to achieve one place, one policy, and innovative marketing. Mainly promote high-end products based on XO and VSOP, and at the same time combine market demand, targeted development of regional customization and consumer personalized products; for the old first-line market to do stock, do the main line, the new first-line market layout innovation customization, do incremental.

In terms of market strategy, focus on advantageous markets and build model advantageous areas. Liu Jun believes that "it is necessary to promote markets at all levels in stages and strategies; base on core consumer markets such as coastal Guangdong, Fujian, and Zhejiang, integrate resources, and systematically deepen channels; establish model, benchmark terminals and markets for dynastic brandy, and build local category advantages and market advantages." ”

Liu Jun said that at present, in the international market, the share of dry white is very high, and the domestic proportion is very low, whether from the perspective of quality or health, we are very optimistic about the potential of dry white, will increase efforts to layout, for the brandy series, we have the process from the French head horse, which is more confident and confident.

Therefore, in the future, in terms of product structure, it will be divided into 5 major products, 4 major categories and N regional customization, of which dry white and brandy will be the focus of the layout.