Rebirth of the Wild Age

Throughout the Spring Festival, Song Weiyang didn't see the shadow of his elder brother much. Song Qizhi has been driven crazy by the fierce competition in the liquor market.

In particular, Wuliangye's marketing methods can be described as a magical touch, creating a precedent for liquor to take the special channel of tobacco.

The so-called special channels are non-mainstream channels other than wholesale markets and ka channels, which can be divided into internal, external and special channels. For example, schools, military forces, and prisons belong to Nate; while airports, stations, gas stations, parks, and hotels belong to foreign specials; channels such as weddings and group purchases belong to special specials.

And Wuliangye actually cooperated with China National Tobacco Corporation to jointly launch Jinye Shenjiu, which can go through China Tobacco's channel network and directly appear in tobacco specialty stores across the country. Tobacco and alcohol do not separate family. Those customers who go to tobacco specialty stores to buy gifts and go to relatives often buy one or two bottles of Wuliangye Golden Leaf God, which caused Wuliangye’s sales to skyrocket during the Spring Festival.

But the most powerful performance is not Wuliangye, but Luzhou Laojiao!

Luzhou Laojiao has always been tepid, but it has been working hard since 2002. Do you remember those adverts? "125 years of history you can hear, 163 years of history you can see, 429 years of history you can taste, Guojiao 1573."

After three years of advertising, not only the Guojiao in 1573 was familiar to people, but also the whole Luzhou Laojiao became famous. Finally, in 2005, Luzhou Laojiao ushered in a big explosion. The annual net profit soared by 589 (don't half of the 500 is also the country's fastest growth rate), and continued to exert force during the 2006 Spring Festival.

Facing the Xianjiu Group's entry into the high-end market with "Wenjun Wine", the price is still very expensive, Moutai Group feels very shameless.

So this year's Spring Festival, the ex-factory price of Feitian Moutai suddenly soared by 15%. Although the ex-factory price has not exceeded the classic Wuliangye, the market retail price has become the second in the country (the first is of course the Wenjun Tianshu Supreme Edition).

Some netizens joked: "Flying Moutai has been the second child for more than ten years. It is a bit uncomfortable to suddenly become the third child this year. Therefore, the price line is raised, and he must keep his position as the second child for ten thousand years."

Of course, Wuliangye was not far behind, and immediately increased the price of the classic Wuliangye by 5, and the price was immediately equal to Feitian Moutai.

The two raised prices one after another, causing the regular version of Wenjun Tianshu to instantly stretch his hips. The price was dozens of dollars cheaper than them. It seemed that it was not so high-end at once. Song Qizhi really didn't have the confidence to follow the price increase.

By the way, as the Lantern Festival approaches, the sales of Wenjun Tianshu's regular edition suddenly skyrocketed.

Because not only the Wenjun Tianshu Supreme Edition is sold out, but also Feitian Moutai and Classic Wuliangye are also sold out. For high-end liquors with a retail price of 350 yuan or more, there is only one choice of Wenjun Tianshu (regular version).

The whole liquor industry is stunned. Those three are selling too expensive and raising prices. Nima's can be sold out of stock. There are so many fools who only recognize the money but don't recognize the goods!

To explain from another angle, China's economic situation in 2005 was too good, and the number of consumers of high-end liquor greatly increased. However, the types of high-end liquors cannot keep up. Consumers have very little choice, and they can't buy their favorite products with money.

Ever since, the following two years have been a chaotic period in the liquor industry.

Various passerby brands have increased their prices indiscriminately. Anyway, the Chinese are stupid and have a lot of money. Take Jiangjin Laobaigan as an example. During the Spring Festival in 2007, Feitian Moutai was only sold for 500 yuan, but Jiangjin Laobaigan actually launched a new product for 666 yuan, boldly saying that he would enter the high-end liquor market.

Flying Moutai: "Why do you?"

Classic Wuliangye: "It's fine if I was overtaken by the price of Feitian Moutai. What do you want to do as a seller?"

Old Baigan Jiangjin: "Try to sell it, in case it succeeds."

The timing of Xianjiu Group's entry into the high-end market with Wenjun Tianshu is just right, filling the gap in consumer demand for high-end liquor. When Feitian Moutai and Classic Wuliangye were both sold out of stock, people who wanted to buy high-end liquor (in terms of price) could only choose Wenjun Tianshu, and its brand image positioning immediately became popular.

If it is a few months later and the market prices are in chaos, even if Wenjun Tianshu sells it more expensively, everyone will be confused.

On the day before the Lantern Festival, Song Qizhi finally rushed back to his hometown.

"It's going well, right?" Song Weiyang asked.

Song Qizhi smiled and said, "You still have a lot of face. This time you won 18 big hotels."

Of course Song Qizhi doesn't need to run sales by himself, but he went out this time to open up some foreign channels. Holding the business card given by Song Weiyang, I called people to make appointments one by one. When they heard that it was Song Weiyang's own brother, he had to meet him even if he didn't talk about business.

The 18 big hotels mentioned by Song Qizhi are all five-star hotels, guesthouses and high-end clubs.

Anyway, it's not only the liquor of the Song family. Since Song Qizhi has taken the initiative himself, the hotel will follow the trend and purchase some fairy wine and Wenjun wine for a long time. If the sales are not good enough, gradually reduce the purchase quantity in the future.

The brothers chatted for a while, and Song Qizhi said with a headache: "I also went to Shandong province this time. The sales situation there is the worst in the country, and the difficulty of opening up the market can be called **** level."

Song Weiyang laughed and said, "Although the Confucian House Wine and the Confucian Banquet Wine have been sluggish, the Lu wine is still very strong on the whole."

"Qin Jiu, Qian Jiu, and Fen Jiu are also very strong, but immortal wine can be sold smoothly," Song Qizhi shook his head repeatedly, "only Lu Jiu occupies the place, so oil can't get in!"

The liquor market in Shandong Province is a bit like Bashu in the Republic of China.

The Sichuan army was weak and unable to expand abroad, and the warlords outside did not even want to enter. The whole Bashu was caught in the melee of the local warlords.

At this time, Lu wine is also like this, it is difficult to sell to other provinces, but it occupies nearly 90% of the local market, and has countless prefecture-level brands. Not to mention buying wine from other provinces, local consumers don’t even like wine from the city next door. How do you promote this?

Except for Moutai, which is relatively popular, Wuliangye is not easy to sell in Shandong Province. Xianjiu and Wenjun Wine can only be sold in two or three major cities in Shandong Province.

Only in this situation ~www.wuxiamtl.com~ can we know how awesome Moutai is!

Of course, relying on China Tobacco's tobacco sales channels, Wuliangye has also entered this year, at least for the stores. Although there are still few consumers in Shandong province who buy Wuliangye, as long as the goods can be distributed smoothly, the market will always be able to open up little by little.

Speaking to the market in Shandong Province, Song Qizhi suddenly said: "By the way, on March 1, the Xianjiu Group knocked the gong in the A-share market. Then you will come to join in."

"Are you lined up so soon?" Song Weiyang asked.

Song Qizhi said: "I have been in line for almost a year, is this fast?"

Song Weiyang said: "It's only a year's queue to be listed on the A-share market. That's really fast."

Xianjiu Group has long been approved by the China Securities Regulatory Commission and has been in a queue. Now it can finally be listed on the A-share market.

Song Weiyang must go to join the family business to go public, not to mention that he has shares in his family, including his sister-in-law, if Lin Zhuoyun had married Song Weiyang a few years earlier, he would be able to get it.