On December 1, 24, at the 28th floor of Huayu Plaza in Chongqing, where Chongqing Meizhi Technology Development Company is located, Pi Kaiguo, general manager of Meizhi Technology, told the reporter of New Food: "Yellow rice wine is more and more loved by people in mountain cities. In 24, the total sales volume of yellow rice wine in Chongqing market was about 1 million yuan, which accounted for about 65% because we entered early. "
as early as 1997, Chongqing was designated as a municipality directly under the central government, and Gu Yue Longshan set Chongqing as the focus of southwest market expansion. However, the effect was not very obvious in the first few years, and the annual sales volume has been hovering at several hundred thousand yuan.
in p>23, Chongqing meizhi technology development co., ltd took over the general distribution in Chongqing of guyue Longshan, and achieved a sales income of 1 million yuan and a profit of more than 2, yuan that year. By November 24, their sales had exceeded 6 million yuan. Although Pi Kaiguo has always avoided his own profit, the reporter made a simple estimate: the profit rate in 23 was 2%. Even if Meizhi Technology increased some market input expenses in 24, their profit in yellow rice wine should be more than 1 million yuan.
In just one year, the sales volume has quadrupled. What made Pi Kaiguo create such a miracle?
product: substitute "flower carving" for "yellow rice wine"
During the interview, Pi Kaiguo always stressed to reporters that it is best for reporters to use flower carving instead of yellow rice wine when writing articles. In fact, flower carving is only a category of yellow rice wine. Why does Pi Kaiguo always emphasize flower carving? It turns out that in the eyes of Chongqing people, yellow rice wine is cooking wine, and it is a seasoning for cooking in the kitchen. In order to break through the barriers of Chongqing people's acceptance of the concept of yellow rice wine, Pi Kaiguo changed the concept of flower carving in yellow rice wine to replace yellow rice wine for large-scale publicity. Pi Kaiguo said: "What a poetic name the flower carving is, which not only makes people feel face-saving, but also conveys the cultural essence of yellow rice wine with ecstasy."
As Pi Kaiguo expected, "Flower Carving" suddenly spread among Chongqing people. In some high-end restaurants in Chongqing, it has become a fashion for people to treat guests with carved flowers. "Come to a flower carving!" Speaking in Chongqing dialect is particularly beautiful.
promotion: changing the pattern to let consumers drink
Some sour tastes of yellow rice wine are hard for Chongqing people to accept at once. To this end, Chongqing rice wine dealers have thought of many ways, such as adding ice cubes in summer, scalding in winter, adding ginger juice and eggs to rice wine, and increasing the adaptability of rice wine taste through blending.
Pi Kaiguo, on the other hand, "introduced" the new drinking method of adding plum to yellow rice wine popular in Shanghai. Unexpectedly, this one plus has made Chongqing people rush. Nowadays, in Chongqing, when consumers drink carved flowers, they usually put a dish of plum in front of them.
Pi Kaiguo believes that in order to cultivate consumer groups, we must first make consumers drink yellow wine in a variety of ways. As long as they try to drink it several times, they will not worry about not drinking it in the future. Because he himself is like this, he fell in love with yellow wine after drinking it twice.
In order to make consumers who haven't drunk yellow rice wine willing to get in touch with it, Pi Kaiguo once held a large-scale free tasting, and at the peak, the complimentary yellow rice wine was trucked out from the company. Some people think that this is simply a "black sheep" behavior and think that he is crazy, but Pi Kaiguo is confident. The market has verified the feeling of Pi Kaiguo, and the word of mouth of consumers has led a group of people to start drinking Huadiao wine.
Marketing: 2% of the people drive 8% of the market
In the choice of consumers, Pi Kaiguo first considers consumer opinion leaders, and drives 8% of the market through 2% of the people. They use the high-end products of Gu Yue Longshan, and impress high-end consumers with high-end yellow wine by giving away and tasting them for free for 5, 3 and 2 years. At the terminal, they first choose to hit the market in high-end restaurants in Chongqing, pay attention to one store and one policy when entering the store, and gradually penetrate.
With the demonstration effect of consumer opinion leaders and the word-of-mouth communication of tasters, the number of consumers who drink carved flowers has gradually increased, and the consumption trend of carved flowers has extended from high-end restaurants to mid-range restaurants and hot pots, and the sales volume has also increased by leaps and bounds.
Pi Kaiguo said with confidence: "According to the current development momentum and the advertising of Gu Yue Longshan in CCTV next year, we should have no problem in completing the sales of Gu Yue Longshan of 1 million yuan in 25!"
herding sheep: arousing the tide of yellow rice wine
With the success of Gu Yue Longshan in Chongqing, yellow rice wine from all walks of life rushed into the mountain city.
At the beginning of December, 24, the reporter visited some wholesale markets and hotels in Chongqing, and found that yellow wine had been placed in the liquor counters of supermarkets and star-rated hotels in Chongqing. The main supermarkets in Chongqing: Chongqing Department Store Supermarket, Chongqing New Century Department Store, Chongqing Shili Supermarket, Carrefour, Wal-Mart, Metro, Beijing Hualian, Renrenle, Wangfujing, Shancheng Fair Price Supermarket, Yuehua Supermarket, Maoye Department Store, Kelong Supermarket, etc. can all see the figure of Gu Yue Longshan, Nverhong and Huijishan.
Chongqing department stores and supermarkets with more than 6 chains spread all over Chongqing and Chongqing New Century Department Store with 36 stores and a business area of 18, square meters are the main battles for many rice wine brands. The display and pile-up of Gu Yue Longshan are particularly conspicuous. The main products are 15-year-old, 18-year-old, 2-year-old and 3-year-old flower carvings, and the prices are between 8 and 3 yuan. Not to be outdone, brands such as Huijishan, Nverhong, Tapai and Kong Yiji seized the favorable position one after another and launched an attack on Guyue Longshan in the form of buy one get one free and special promotions.
In Carrefour, Chongqing, the reporter saw that the wine counter was holding an activity to buy a bottle of Great Wall wine and get a bottle of Kong Yiji yellow wine. A person in charge of Jima Company, the national general agent of Kong Yiji yellow rice wine, said that the main purpose of launching this activity is to cultivate consumers of yellow rice wine in Chongqing.
In Yifenli Supermarket in Chongqing, Yunfengzheng, a local yellow rice wine company in Chongqing, produced a "12-degree" passion for love, which is very eye-catching. Special offers are not inferior. The market price of 25-degree 45ml osmanthus wine (mixed with yellow rice wine) is 88 yuan, and the special offer is 25 yuan, which has attracted consumers to donate money. According to the salesperson, because the price of Yunfengzheng yellow rice wine is moderate, the price of paperback is only 2 yuan/piece, and the gift box is only 5 yuan/box. At present, the sales volume is also increasing steadily.
According to the sales assistant of wine in New Century Shopping Mall near Jie Fangbei, the monthly sales of yellow wine in this store alone is about 1, yuan, among which the best one is celadon-packed aged carved wine with a price around 1 yuan. The operator of Chongbai liquor, which is only 1 meters away from the new century, also said that there were only one or two brands of rice wine operated by Chongbai in 23, and it has expanded to more than 1 brands in 24. Although these new brands, such as Daughter Red, entered Chongqing only this year, they are currently in a large number of shopping malls because of their beautiful brand names and strong promotion.
In star-rated hotels and restaurants such as Chongqing Hotel, Marriott Hotel, Haiyi Hotel, Hilton Hotel, Wanyou Kangnian Hotel, Xiya Hotel, Hyde Hotel, Liyuan Hotel, Yinhe Hotel and Little Swan Hotel, the price of 3-year-old and 5-year-old carved wine of various brands ranges from 89 yuan to several thousand yuan, which is very easy to sell, mainly for business banquets. According to the distributor of Shaoxing Tapai Liquor Industry of COFCO, the consumers of yellow wine in restaurants are mainly government officials at all levels and businessmen from Jiangsu and Zhejiang provinces. Some of the leaders in Chongqing are from Zhejiang, who have a special liking for Shaoxing yellow wine, effectively stimulating the consumption of yellow wine in Chongqing market.
The reporter saw in the major wholesale markets in Chongqing, such as Guanyinqiao Farmers' Market in Jiangbei District of Chongqing, Chaotianmen Wholesale Market in Chongqing, Tianxingqiao Wholesale Market in Chongqing and Zhengyang Wholesale Market in Nan 'an District of Chongqing, that the products of local enterprises occupy an absolute advantage, and there are three yellow rice wine enterprises in Chongqing, namely Yunfengzheng, Nanquan and Qingmuhuang Winery. Among them, the local enterprise Yunfengzheng has a large amount of osmanthus wine, and the distribution rate is over 85%.
Effect: Behind the competition is promotion
In addition to Zhejiang rice wine entering Chongqing market, Shanghai, Jiangsu, Hunan and Fujian rice wine will land in Chongqing recently. Its characteristics are different: Guyue Longshan, Huijishan, Tapai, Nverhong, Kong Yiji and other brands, because they are all famous Shaoxing rice wine brands, are hard to compete in terms of wine quality and history and culture. Therefore, the competition will focus on marketing; The concept of new city culture advocated by Shanghai yellow rice wine will certainly bring more fashion feelings to yellow rice wine and further expand its consumption. Hunan Guyue Loutai, because of its large output and short distance, can be transported by water, which will have a strong impact on Jiangsu and Zhejiang rice wine.
According to Chen Kaixun, Secretary General of Chongqing Liquor Management Association, the local yellow rice wine production in Chongqing is less than 2 tons at present. Among them, the annual output of Yunfengzheng yellow rice wine is about 1 tons, and the combined output of Nanquan and Aoki yellow rice wine enterprises is less than 1 tons, mainly cooking wine, and the products for drinking are mainly rice wine with a bottle of more than ten yuan. It is not yet ripe for local yellow rice wine to compete with Jiangsu and Zhejiang yellow rice wine in the drinking wine market. However, local yellow rice wine has an absolute advantage in the low-end market. As cooking wine, its channels in the wholesale market are quite perfect.
According to Cao Dali, director of Yunfeng Zhenghuang Distillery, Yunfeng is not only producing yellow wine, but also producing white wine, with a 5/5 output. Among them, Yunfengzheng's cooking wine accounts for more than 8% of Chongqing's cooking wine market. As the bottom material of hot pot, the introduction of traditional Chinese medicine and the ingredients of instant food, Yunfeng has formed long-term cooperative relations with Sanjiu hot pot, Tongjunge chain pharmacies and Master Kong instant noodles. In the future, Yunfeng is weakening the production of liquor and continuing to make yellow rice wine. Not long ago, Yunfeng was launching a new product "Devoted to Love", aiming at the drinking wine market and plotting the local catering market. In addition, Yunfeng, led by the wine association, is negotiating cooperation with a rice wine brand in Zhejiang. Once the cooperation is successful, its competitiveness in Chongqing market will be greatly enhanced.
Wu Lixin, vice president of sales in Huijishan, thinks that the intensification of competition in Shaoxing rice wine market in other cities is good for the whole rice wine industry. Because only through competition, especially many enterprises concentrate on investing in a regional market, it will effectively shorten the cultivation and education period of rice wine consumption in this market and promote the popularity of rice wine. According to the information provided by Chongqing Liquor Management Association, as of November 24, the total sales of yellow rice wine in Chongqing market has increased fivefold on the basis of 23. The rapid growth of Chongqing yellow rice wine market in 24 has already predicted a bright future of "next year will be better". (Sina People Qian Cheng Forum