Entering 2019, another group of wine companies "slimming movement" began to sweep the industry:
In February, Moutai Group issued the "strictest notice", which completely stopped the three businesses of customization, OEM and unapproved products, causing waves in the wine industry;
In April, Wuliangye Group formally promulgated the “Wulianye Group Brand Product Development and Clearance Management Standards”, “Wuliangye Group Series Wine Brands and Product Development and Clearance Management Standards” and other relevant documents, comprehensively combing the existing brand and product structure ...
With the gradual expansion of the market capacity of famous wine companies, national brands including Maotai, Wuliangye, Luzhou Laojiao and other famous wines have successively reduced their brand-name products, completed the "slimming" of enterprises and focused on the core product line for quality development. This round of "slimming campaign" led by famous wines has made us aware of the coming of the "quality era" of famous wine companies. In light of the current industry development trends, what opportunities should dealers seize? Let us seek answers from the following three aspects.
Why did famous wine companies come up with brand-name products? What are the internal reasons? In summary, there are actually three aspects:
First, due to the needs of their own development in the early stage, famous wine companies need to realize the preemption of opportunistic and non-strategic market resources and complete the layout of the downstream channels of the industrial chain so that the products reach the terminal at the lowest input cost. Give distributors OEM products as a boost for continued market expansion.
Second, famous wine companies need recognition and support. The big merchants under their jurisdiction have made great contributions to the company and the market in the early stage, but in the case that the overall profit of the product is relatively low, it is necessary to supplement the profits with the dealer's OEM products.
Third, the constant involvement of non-industry capital has brought opportunities for famous wine companies to make “quick” money. Of course, the benefits are mutual. In the process, some capitalists who have channels and resources have also benefited from brand-name products.
At present, the development trend of famous wine companies has transitioned from the original "quality and quantity" to the "quality increase" era. From the perspective of national famous wine:
First of all, this round of "slimming campaign" actually pays more attention to brand potential and shape brand value. Taking the "slimming campaign" of famous wines such as Maotai, Wuliangye, and Luzhou Laojiao, for example, their main purpose is to reduce the potential harm of OEM products to the parent brand and the uncontrollability of the market operation.
Secondly, China's famous wines began to seek market increments for the company's subsidiary lines and new product lines under the core dominant line. Considering the focus of existing brands and commercial resources, it is necessary to sort out and optimize the composition of the existing market-level commercial structure through the "slimming campaign". From the original OEM operation of the distributor to the business structure of the company's strategic sub-brands / new product series, an organized, planned, and step-by-step core structure of the commercial structure has been formed.
Thirdly, "Release and close" is unified, while part of the developed products are removed from the shelves, while some large-scale OEM products are retained, and management and supervision have been strengthened, changing from the original merchant-led to the factory-led or manufacturer-collaborated direction . In terms of planning, it refers to the strategic layout of the enterprise from the pure corporate tactical layout, and develops with the enterprise.
From the perspective of provincial famous wine:
Provincial famous wine enterprises can decide on OEM products according to the enterprises themselves. The first is that during the development of the provincial wine industry, for the operation of OEM products in the base market or the core key markets, it is recommended that "quality improvement" can be developed according to the needs of the enterprise, and "slimming" to enhance brand value, optimize product structure, and maximize Relying on the main product line to build the market; Secondly, the provincial famous wines go out of the province and become pan-nationalized brands. They want to pursue market volume expansion and increase market share. OEM or customized products are a good choice. Funds and resources can more quickly occupy market sales share, while reducing the operating costs of enterprises, so as to achieve rapid seizure of opportunistic markets and a significant increase in sales.
In the industry development trend of "quality era", dealers need to seize the following four important opportunities:
First, seize the opportunity of the famous Chinese wine master's fader line or sub-brand.
The essence of the famous wine company's "slimming campaign" is to focus on the internal resources and adjust the business structure. Dealers can take this opportunity to select sub-brands or sub-lines focused on famous wine resources, such as Moutai Prince Liquor, Xijiu and so on. This round of "quality-seeking" development of famous wine companies is mainly to reshape the product structure, improve the product line, focus on nationally advantageous prices, complete the overall national layout, and achieve new expansionary growth. Therefore, the distributors focus on the sub-lines / sub-brands of the famous wine, not only have the market support of the enterprise side, but also can obtain higher profits than mature products.
Second, seize the opportunity of famous Chinese wine owners to launch new products.
The core new products promoted by famous wine companies represent the vane of the company's strategic layout of the market. For the introduction of strategic new products, the famous wine companies will pay special attention and invest resources to focus on operations. Therefore, dealers can choose to represent the strategic new products of famous wine companies as their future Development opportunities, so as to harvest the first bucket of gold returned in the market at a later stage. For example, Wuliangye 501, Jun tasting wine and so on.
Third, seize the opportunity of China's second-tier famous wine brands and provincial leading core lines.
If the dealer agent's famous wine brand has high requirements, the brand can be selected to operate on the core line of a second-tier famous wine brand in China or a provincial leader. Because this round of Chinese famous wine "slimming campaign" is not only limited to the product itself, but also optimized the dealers, gradually focusing on high-quality dealers and core products to match each other. Then, when the resources of the first-line famous wines are relatively short, choosing a national second-line famous wine or a provincial leading brand and focusing on core products with resource-oriented investment is also an opportunity for dealers to win market dividends in the future.
Fourth, seize the opportunity of choice of Chinese famous wine brands.
Facing the transformation of the liquor industry from brand occupancy to category dividends, the battle for consumers in the liquor industry has begun. The liquor industry has changed from the original fragrance and strong aroma to the strong sauce in recent years. Every change in category will With the rise of a number of business groups.
Distributors need to adapt to the trend, optimize their existing product structure, and at the same time, based on their own competitiveness, the opportunity to choose new Chinese famous wine categories. Liquor categories will have their own suitable sales groups. The breakdown of liquor categories to the gradual rise is actually the consumer's rational consumption and individual consumption. On the other hand, from the perspective of commercial choice, it is also the liquor dealer's current Some have found opportunities in the Blue Sea. For example, the coconut island sea king wine, Chinese health-care liquor swept away, such as Maotai wine, the most commercially valuable wine brand.
In the end, the author believes that no matter how the future strategic planning of the wine company changes, the future road of the distributor should be to standardize and strengthen itself, and choose a brand that matches itself to grow with it, so as to obtain opportunities for continued profitability.