1985, Huang Yongyu, a famous painter, designed the packaging of alcoholic liquor for Hunan Xiangquan Liquor Industry: the bottle body was made of earthenware craft, simple and elegant, and the bottle shape was sack-like. On the one hand, it is a freehand painting of an alcoholic who looks full of oriental humor, and on the other hand, it is the four characters of "Great Miao" like a collection seal. This echoes the word "drunkard" marked on the bottle with black characters on the red background, which is a combination of dynamic and static. It is a typical heterogeneous packaging.
The humorous name of Jiugui Liquor, the unique bottle body and Huang Yongyu's description of drunkards on the bottle body, together with interesting pictures of drunkards, make Huang Yongyu a wonderful brand of cultural wine. Make "alcoholic" famous. It became an instant hit and became a young hero in the 1980s.
Since then, alcoholic liquor has been in the market for more than 20 years in China.
1. Wang Xibing: the spiritual leader of alcoholic liquor and the end of the heroic era.
Wang Xibing founded the Fenjiu brand in 1985, with a production capacity of 500 tons that year; Subsequently, Jiugui Liquor used the trinity method of famous wine, culture and celebrities, took the cultural route, became famous by celebrities and successfully cut into the market. 1993, the retail price of Jiugui Liquor was boldly adjusted to more than 300 yuan, which was higher than the three recognized high-end liquor brands of Maotai, Wuliangye and Jiannanchun. 1995, with an output of 8,000 tons, total assets of 3.5 billion yuan and sales income of 3.096 billion yuan. 1998, the company changed its channels and implemented a new sales system. Since then, Xiang Jiugui Liquor has changed the practice of being managed by agents in various provinces in the past, and set up some offices in Beijing, Shanghai and other places to distribute it by itself. As a result, on the one hand, dealers are dissatisfied, on the other hand, there is internal chaos, land grabbing, price fighting and even credit. The total profit and tax of Xiangquan Group 1999 is about 400 million yuan, which is lower than that of previous years. By 2000, accounts receivable reached 700 million yuan, and inventory reached 300 million yuan. At the end of the year, with the departure of Wang Xibing, the heroic era of alcoholic liquor ended.
The failure of alcoholic liquor lies in that there is no sound sales channel, and it wants to distribute and eat by itself. Secondly, due to Wang's departure, the company's management was chaotic and began to decline.
Comments:
Throughout the development of alcoholic liquor, from weak to strong, and from strong to weak, Rainbow cake, from the main fragrant spring, fragrant spring is cultivated as a spiritual leader and a hero of an enterprise. Due to the change of market environment and other reasons, until the end of the heroic era, Wang Xibing experienced the characteristics of the development of liquor marketing in China in the 20th century.
China's liquor marketing began in the early 1990s. Before the 1990s, demand was still greater than production. Therefore, in marketing, as long as we can go out and innovate a little in innovative ways, sales will increase rapidly. After the 1990s, the national policy has changed. 1993,1In February 1993, the government issued a restrictive tax policy, "Detailed Rules for the Implementation of the Provisional Regulations on Consumption Tax in People's Republic of China (PRC)", which stipulated that the consumption tax on alcoholic products should reach 25%. During the period of 1998- 1999, the Provisional Regulations on Enterprise Income Tax in People's Republic of China (PRC) supplemented that the advertising fee of grain liquor (including potato liquor) should not be deducted before tax, which greatly increased the tax rate of liquor industry and the operating cost of liquor enterprises.
However, in 1993, Jiugui Liquor boldly raised its retail price above 300 yuan. This high-priced strategy became a unique high-end brand at that time, and its sales volume increased rapidly, becoming a dark horse in the liquor industry at that time. 1995, the sales revenue reached 3.096 billion yuan. From 65438 to 0998, enterprises carried out channel reform to adapt to the market environment and national policies. There is nothing wrong with this strategy itself, and it is also the product of China's marketing environment. However, the channel reform of alcoholic liquor is not successful, and the fundamental reasons are as follows:
(A) the sales system is not perfect, eager for success, in order to expand market share, the establishment of credit sales. However, the two "own people" of Jiugui Liquor Sales Company and Xiangquan Economic and Trade Company are not clear in the sales process, which makes the sales revenue shrink sharply. Accounts receivable as high as 700 million, inventory as high as 300 million.
(2) Brand overdraft. The group's high, middle and low-grade products are in full bloom. At the peak, the number of brands of the group company reached 100. Cause waste of resources, redundant construction, and different emphasis. This makes the sustainable development of enterprises lack motivation. It has a great influence on the sales and market development of the mainstream brand-Jiugui Liquor.
(C) "Cultural marketing" is not strong enough. The image of alcoholic liquor has not been further explored and publicized. Under the impact of big names such as Maotai and Wuliangye, the national wine kings have shaken their confidence and lost their foothold.
In short, throughout the 1990s, the national policy was also aimed at the market environment at that time, which all liquor enterprises had to face. In the last ten years, Wang Xibing experienced the flood of fake wine, winning the bid, buyout, cultural marketing, and so on, which affected all enterprises in the industry. Despite this, Wuliangye, Maotai and other famous wines continued to grow, and 1998 started. At present, the development is not very good, alcoholic liquor has been declining since its peak, and the company is facing difficulties. Why did alcoholics start to decrease? There is nothing wrong with channel reform. In the final analysis, there is no systematic marketing management and marketing planning.
Second, Tian Jiagui: Transforming into modern marketing and stepping out of the heroic era.
At the end of 2000, Tian Jiagui, who has a government background, became the chairman of Fenjiu (formerly the executive deputy governor of Xiangxi Autonomous Prefecture and concurrently the member of the Standing Committee of the State Committee). At this time, the market has changed from a seller's market to a buyer's market. After Tian Jiagui took office, he made drastic reforms: the original 1 15 variety stopped production and eliminated 2/3, taking the road of "high grade, high added value and high grade"; Reduce the national 2 1 office to 12, and reduce the sales team from more than 300 to 90; Turn the direct selling system into a general distribution agency system, and unify prices and policies throughout the country; Company executives go to the market to catch terminal sales; Set up a special organization to pay off debts.
As far as the annual report of 200 1 is concerned, Tian Jiagui handed over a fairly good report card: the annual sales amounted to 400 million yuan, although the financial expenses amounted to 65.438+0.9 billion yuan, the highest in history. However, under the background of more than half of the losses in the liquor industry in that year, Hunan Jiugui Liquor achieved a net profit of 654.38+ billion yuan in 200 1 year, an increase of 654.38+over the previous year.
Comments:
Although Tian Jiagui stopped the downward trend of alcoholic liquor, it did not change the ending of his class. As the only listed company in Xiangxi, drunkards bear 85% of the local fiscal revenue, and the government hopes that enterprises can pay more taxes. However, only when the enterprise develops, or even develops healthily, can it share more burdens for the government, and the drunkards at that time obviously could not meet the requirements of the government. Let's not talk about government intervention here, but analyze the gains and losses of 200 1 drunkard from the perspective of marketing.
According to the data provided by China Liquor Industry Association, in 200 1 year, the national liquor production was about 4.2 million tons, and 50% of liquor products were surplus and had to be put aside in warehouses, and the output exceeded the demand. The sales model of liquor has undergone a major change-from "terminal sales" to "cultural marketing". However, liquor has gradually changed from traditional workshop liquor, industrial liquor, advertising liquor and brand liquor to cultural liquor with culture as its propaganda means. At this time, liquor bosses realized the huge business opportunities contained in cultural wine.
Tian Jiagui took over the drunkard, conformed to the market trend at that time, took cultural marketing as the foundation, and stopped the market decline of drunkard by means of internal management and market development:
(1) Eliminate low-grade products and take the road of "high-grade, high added value and high grade". This product focus strategy was suitable for alcoholic liquor at that time, and the shortening of product line was conducive to building the high-grade and high-grade road of alcoholic liquor, concentrating on shaping the brand of alcoholic liquor and re-establishing its image. Tian Jiagui seized this favorable opportunity, relying on the profound foundation of "cultural marketing" of Jiugui Liquor for more than ten years, and quickly played the banner of "being the leader of China cultural wine". It has successively developed "New Century Jiugui Liquor", "Precious Jiugui Liquor" and "Jiugui Liquor Brand for Three Thousand Years" with profound national cultural connotations, and created "Hunan Liquor Style" at home and abroad.
(2) Select the best soldiers and simplify them to improve efficiency. The number of 2 1 offices nationwide has been reduced to 12, and the sales team has been reduced from more than 300 to 90. Talent is the most expensive thing in the market. It is the foundation of enterprise development to establish a marketing team capable of fighting by improving work efficiency.
(3) change the sales model. In the early stage, direct sales and distribution of the company coexisted, and merchants and distributors grabbed the market, resulting in market confusion. Alcoholics at the forefront need to stabilize the market, so they changed to the general distribution agency model, which reduced the business risk of enterprises and stabilized the market.
(4) Grasp the terminal and promote sales. Company executives are required to change their ideas, attach importance to terminal sales and fight for survival. This move makes the company close to the market and improves the enthusiasm of dealers.
(5) Clean up accounts receivable. Due to the reform of 1998 channel, accounts receivable reached 700 million yuan. If these accounts are not paid off, the company will further cause operational difficulties.
Under the implementation of a series of measures, the performance of Jiugui Liquor stopped falling and began to grow, becoming one of the two profitable enterprises in the listed company that year (the other was Wuliangye). Due to the influence of the government, Tian Jiagui left office in 2002.
Third, Liu Hong: the egg laid by capital (the culprit of hollowing out alcoholic liquor)
In 2002, after the general election of state-owned assets, Peng Shanwen succeeded Tian Jiagui as the chairman, but four months later, he transferred his equity to the Success Department represented by Liu Hong. The reason for the transfer is that Xiangquan Group, the original holding company of Xiangjiugui, suffered losses year after year, and long-term occupation of a large amount of funds of listed companies led to losses of Xiangjiugui, so Xiangquan had to sell its shares to pay back the money. In 2002, he successfully entered the Hunan drunkard and suffered losses for the first time. In July 2003, the equity transfer was officially approved by SASAC. Since then, earnings per share has dropped from 0.86 yuan of 1997 to negative value, and it has been labeled as ST.
On September 14, 2005, Xiang Jiugui Liquor announced that the board of directors agreed that Liu Hong would resign as the chairman and general manager of Jiugui Liquor. On September 15, Jiugui Liquor announced that 420 million yuan in the company's capital account had been transferred by the major shareholder Success Group. Jiugui Liquor September incident happened, and Jiugui Liquor once again came to the forefront.
Comments:
From the marketing point of view, it is actually reasonable for Liu Hong to move the sales headquarters of alcoholic liquor to Changsha after he became the chairman. Jishou is too remote, the logistics is underdeveloped, and the personnel of alcoholic liquor have not changed much. These practices can also play a good role in the development and stability of the alcoholic liquor market at that time. However, as a player in the capital market, Liu Hong's nature also determines that he cannot continue to operate. The main reasons are as follows: First, the private enterprise system has advantages in decision-making and market sensitivity, but it is too flexible to control the ultimate risk; Second, the family business model is simple and extensive; Third, Liu Hong's basic management has serious defects, lacks industrial management experience and fails to reflect collective wisdom and scientific decision-making mechanism; Fourth, the snake swallowed the elephant. Liu Hong has some money, but no more power.
During the treatment of drunkards, Liu Hong did not withhold the sales money, but also took many management measures. But how can a person who plays capital management do a good job in industrial management? With the difficulties in operation, the essence of capital has emerged. In September 2005, Liu Hong's nature was finally exposed. Alcoholics are doomed to the present outcome after injecting successful capital and equity transfer.
During his three years in Liu Hongzhu, he also did some marketing work. As the earliest high-end wine in China, whether this sense of fine products can continue and whether the market work can adapt to the market environment can be seen from the following aspects:
1. Building a diversified marketing network: After optimizing and integrating the marketing network, Xiang Jiugui Liquor Company set up a 15 regional office in China, and established key markets such as Beijing, Hunan, Guangdong, Shandong and East China, with an annual sales rebate of more than 50 million yuan; Five customers with annual sales of over 30 million yuan,10 ~ 20 million yuan, 20 customers with 5 ~10 million yuan and 60 customers with10 ~ 3 million yuan have been trained nationwide; The coverage rate of key markets 100%, and the distribution network extends to developed towns; Coverage of other markets is 80%; More than 5,000 supermarket terminals have been established in central cities and developed areas throughout the country.
Obviously, the marketing ability of alcoholic liquor was not available at that time. Despite all efforts to gather talents, integrate teams, have senior think tanks, professional planners and newly recruited college students, it is not easy to achieve the goal. The establishment of this diversified network, as it turns out, not only draws water with a sieve, but the situation is even worse. In 2003, the main business income was only 350 million yuan, 8.68% lower than that in 2002, with a loss of 94.43 million yuan.
Second, change the sales model: Jiugui Liquor was originally sold by its own sales company, and the buyout operation was introduced, forming a troika pattern of Jiugui Liquor sales companies under Taiteng, Tianjin Yulongda and Deji. In September 2003, Hunan Xinxiangquan Business Development Co., Ltd., the first joint-stock terminal company controlled by Xiang Jiugui Liquor Company, was established. When the time is ripe, Xiang Jiugui Liquor will also implement the same operation mode in the form of holding or equity participation in mature areas. This innovative system operation mode has greatly stimulated the enthusiasm of marketers and cooperative dealers, making the market situation change rapidly.
This new model has indeed injected new vitality into the marketing of alcoholic liquor, but some products developed at that time, such as "Little Alcoholic Liquor", did not form a scale, but thundered loudly and rained little. If alcoholic liquor continues to develop high-end products, with the popularity of alcoholics, it can be slowly and steadily marketed, and there is still hope to turn losses into profits.
Third, carry out image building projects: around the marketing concept of "expanding the market with brands", Hunan Jiugui Liquor has carried out a series of brand image building projects.
(1) Dig deep into the cultural background of "Jiugui Liquor" brand, and ask Huang Yongyu, the master of art, to write "Classic of Wine" for Jiugui Liquor, and make a deep excavation and authoritative positioning of "Jiugui Liquor" culture;
(2) It is the core value concept of shaping the supreme exquisite products. Hire a top planning team to create image advertisements for the company, further enhance the brand image and core value of "Jiugui Liquor" and further clarify the brand positioning;
(3) It is to create a corporate image with a sense of social responsibility. Set up Xiangxi Education Fund, donate100000 yuan to help poor college students, hold the 80th birthday celebration for Master Huang Yongyu, and build Huang Yongyu Museum. Hunan drunkards devote themselves to public welfare activities with great enthusiasm.
(d) Showing corporate image through various distribution activities. The brand image was fully displayed at the National Sugar and Liquor Fair, the Distributor's Order Fair, the "Jiugui Liquor" bottle auction, the National Five Cities Fair and the Boao Forum in Asia.
The brand image construction project carried out by Jiugui Liquor has greatly improved the brand awareness and image power of Fenjiu, but the promotion of brand image can not directly bring sales to enterprises, but through systematic marketing.
Fourth, brand management: set up a specialized agency for brand management, strengthen the integration of brand intangible assets, and make brand development and design, marketing, trademark and patent management systematic and standardized; At the same time, implement the strategy of promoting core brand culture and take the road of quality products.
Taking the road of high-quality goods should be the development road of alcoholic liquor, and at the same time taking the road of high-quality goods has become the knowledge of the industry. However, while taking the boutique route, Jiugui Liquor flexibly manages the middle and low-grade products, and adopts various methods such as "regional buyout operation", "OEM operation" and "one product and one policy in one area" to increase the sales scale of the company's middle and low-grade products. This practice has not formed the core competitiveness, and at the same time, it has greatly reduced the effect of the brand chemical engineering carried out by Jiugui Liquor, leading to brand management confusion. Are alcoholics high-end or low-end wines?
Fourth, the post-alcohol era: I look forward to regaining the high-end market in 2006.
In September 2005, after the major shareholder of Jiugui Liquor fled, Bai Yang, former vice mayor of Jishou City, was appointed as the chairman of Jiugui Liquor Co., Ltd. The new leadership team headed by him has taken a series of solid measures to make the enterprise comprehensive and stable. In terms of enterprises, Jiugui Liquor began to carry out drastic reforms. Sichuan Mengdingshan Liquor Industry Co., Ltd. invested a huge sum of money to reach a strategic alliance with Fenjiu, and jointly developed and launched a strategic product-"Fenjiu vintage wine", pointing to the high-end liquor market represented by Maotai and Wuliangye. The cooperation with Sichuan Mengdingshan Liquor Co., Ltd. and the strategic joining of liquor legend Han Jingwei, its substantive significance lies in the dual introduction of capital and talents. The development of alcohol vintage wine marks the arrival of post-alcohol era. In 2006, whether alcoholic liquor vintage can regain the high-end market share in the next five years and create a miracle, the general manager Han Jingwei said that "alcoholic liquor vintage" will win 20% of the market share of high-end liquor in China in the next five years, and we will wait and see!
Comments:
In 2006, can an alcoholic regain his trademark and become a "dark horse" in the wine "Jianghu"? Whether it is price, culture, concept or marketing, it is nothing more than its coat. On the contrary, the unique personality of drinkers' own historical weight and quality has become their own immutable gene-unique taste and flavor, which makes consumers easy to identify and form a strong impression. This is the fundamental difference between high-end liquor and ordinary liquor. From this point of view, the original fragrance of drunkards is unique.
(A) unique fragrance, establish a position
On August 12, 2005, the Science and Technology Department of Hunan Province hosted an appraisal meeting on the results of "Study on the Aroma of Jiugui Liquor" in Jishou. Appraised by the appraisal committee composed of famous domestic liquor experts such as Shen and others, and approved by information, the production scale of alcoholic liquor has been formed, with a wide range of consumers, outstanding economic benefits, unique production technology and unique product style. Unanimously formed appraisal opinion: Jiugui Liquor series organically combines the traditional Xiaoqu and Daqu saccharification starter of China liquor, and its production technology is unique, which is the first in China, and it is an innovative flavor of China liquor, which is unanimously recognized as-Luzhou-flavor.
The existing flavor types of China liquor have developed so far. Fen-flavor type is the sixth largest flavor type after Maotai-flavor type, Luzhou-flavor type, rice-flavor type, Fen-flavor type and combined flavor type. The determination of the sixth flavor type of alcoholic liquor created a new situation for alcoholic liquor in 2006 and even in the following years. Jiugui Liquor is a pioneering work of Luzhou-flavor, which is unique in the market and more competitive than other products. Judging from the characteristics of liquor, the strong flavor type has established the new position of drinkers in the industry.
(2) Main products, real vintage wine.
If only the taste is unique, it is not enough to achieve the market, because there are more than 30,000 kinds of wines in China, and many products have unique tastes. Therefore, we must be able to grasp the current consumption hotspots.
On June 5438+February 65438+May, 2005, the press conference on the listing of Fenjiu vintage wine was held in Beijing CCTV Media Center. In the wine industry, people are talking about five-year aging and ten-year aging. How many are real vintage wines?
1997 is the historical peak of Fenjiu production capacity and sales volume. Fenjiu, by virtue of its scale advantage, not only satisfied the sales volume of that year, but also reserved a considerable number of top-grade wines, some of which were sealed in Qiliangdong at the end of 200 1 and delivered as celebration wines and commemorative wines for the opening of the Beijing Olympic Games in 2008, while the remaining top-grade wines laid a solid foundation for the launch of the current vintage wines. Therefore, alcoholic liquor has this advantage, which is really hidden and won the advantage on the basis of the product.
(C) Marketing strategy, Tian Ji in horse racing.
Tian Ji horse racing is to beat the opponent's second-class horse with his own good horse, and beat the opponent's last-class horse with his second-class horse, and finally win. The marketing strategy of Fenjiu vintage wine is to adopt the first camp to compete with the second camp. From this point of view, Wuliangye and Maotai will be impacted by Fenjiu vintage wine, and Fang Shuijing and Guojiao 1573 will not be the main focus of Fenjiu vintage wine in the short term.
If we want to win the market, we must be executable in marketing strategy. According to the existing market problems of famous wines, alcoholic vintage wines will be endowed with large space, large profits, unprecedented high returns and high luck, and dealers will enjoy greater profit space and more support. In addition to strengthening strategic and market support, they will also strengthen their services to channel distributors and consumers. In terms of market operation, alcoholic liquor vintage will follow the market law of "fast fish eat slow fish, slow fish eat fish" and adopt the market strategy of "space for time" to "learn to eat fast and learn to eat". Its core content is to stimulate dealers to speed up market operation with high price difference.
(D) the power of alcohol brand
Brand is the most important embodiment of the business value of an enterprise. It is invisible and built in the hearts of consumers. Jiugui Liquor used to be the most expensive and best high-grade cultural liquor in China, which played a milestone role in the cultural liquor industry in China. Alcoholic liquor is a symbol of status, status and wealth, representing dignity and success, as well as taste and fashion. For alcoholics, brand is the power to fully revitalize the market. Believe in the power of brand, drunkards will definitely become the biggest growth point of China wine industry in 2006, because the brand essence of drunkards is still the greatest commercial value.
5. Reviving the drunkard era in Hunan, Xu Keqiang took the helm.
With the background of major shareholders of central enterprises and the best period of alcoholic liquor, people began to place high hopes on Xiang Jiugui Liquor. Xu Keqiang, a recognized expert in the market, expected Xiang Jiugui Liquor to be on an equal footing with Maotai and Wuliangye again and enter the top liquor camp in China. However, after a year in charge, it triggered a resignation storm. However, the resignation storm is a bad thing, but it is actually a good thing. Without collision, there will be unity of thought? I hope Xu Keqiang can lead Xiang drunkard to shine, become a hero of Xiang drunkard, and draw a perfect ending for his career.