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Object Maotai at the same time " country wine " brand application, release at the same time " gules country wine " the strategy, the expert thinks the Great Wall still is maintained do not have this fixed position
A few days ago, maotai group because " country wine Maotai " trademark dispute shape accuses national trade commissioner to ring down the curtain in order to nolle prosequi finally, be opposite at the outset Maotai " country wine " 31 of brand demur " the 3rd person " also rise to surface at this point.
New capital signs up for a reporter to decided to discover in the book from the reexamine of trade commissioner recently, limited company is in line of business of wine of grain Great Wall in these 31 " the 3rd person " , its are opposite " country wine " brand demur while, released Great Wall vinous in January this year " gules country wine " strategic fixed position. In on net of food group officer, yi Youxiang closes " country wine " conduct propaganda.
The analysis thinks, liquor market has Maotai to profess " country wine " assume personal command, and hold a memorial ceremony for goes abroad Great Wall bishop " wine " strategic meaning squelchs in sale channel adversary, it is its long-term outstanding achievement is low confuse the strategy below to adjust one of methods. But no matter be behaved from dimensions of brand value, enterprise, market,still be industry position in light of, great Wall bishop still cannot be propped up case " country wine " fixed position.
The Great Wall professes " gules country wine "
On December 31, 2016, national brand bureau applies for to Maotai group " country wine brand " do not grant to register. On January 13, 2017, maotai group offers reexamine application to trade commissioner, suffer 5 grain fluid, sword wine of Na Chun, man, a kind of spirit distilled in Fenyang, medium line of business of wine of grain Great Wall 31 " the 3rd person " object. National brand bureau opened on May 25, 2018 " about the 8377491st " country wine Maotai " brand does not grant to register reexamine to decide a book " show, limited company regards line of business of wine of grain Great Wall as the 8th demur person in raised objection.
Objecting Maotai " country wine " brand while, oneself released on the news briefing of 40 years of strategies that Great Wall bishop held on January 3 this year however " gules country wine " the strategy. According to the report, in mobile spot, vise general manager holds food wine line of business concurrently in Li Shi Dai shows general manager of department of facilities of Great Wall wine, "Country the be a comprehensive expression of that wine is culture of wine of a country person, the mark wine of culture of mainstream of a country. Liquor has Maotai, bishop has the Great Wall, beer has Qingdao. Gules country wine, inside accumulate is ethical brand wish scene, agglomerate is the mission of the grain in center look forward to. Agglomerate is the mission of the grain in center look forward to..
To why be being used " gules country wine " conduct propaganda is politic, reporter of newspaper of reply new capital weighed Great Wall bishop on August 20, "The Great Wall " national brand also is brand of Chinese vinous delegate, represented Chinese vinous progress. "Great Wall bishop is China works the first bottle of the first bottle of white, Gan Gong, traditional way the first bottle the research and development of bubbly wine person, brewster, be ' pleasant embellish balance ' the presenter of Chinese bishop characteristic, person that lead, planting there is larger contribution to Chinese wine industry on wine, scientific research, sale, led Chinese vinous development. Led Chinese vinous development..
New capital signs up for a reporter to notice, be in current in net of food group officer, great Wall bishop by described as " the celebrity of Chinese bishop domain " , be " the beautiful wine calling card that represents Chinese xenial world " , "Establish country wine position " , grasp hold " Chinese Great Wall, gules country wine " the strategy, "Deep ploughing of Great Wall bishop produces area clime, wine of with great concentration is made, enjoy in domestic wine industry ' state-owned important matter, surely drink Great Wall ' beautiful praise. Surely drink Great Wall ' beautiful praise..
Cai Xuefei of wine water analyst thinks, great Wall bishop puts forward " gules country wine " strategic meaning is in pressure of competitor executive sale. Additional, great Wall vinous " gules country wine " belong to vinous small idea, force is not large in light of countrywide limits.
"Country wine " fixed position objects inside course of study by
In fact, be in China early food (in grain appears on the market subordinately company, parent company of bishop of former Great Wall) half annals is medium 2017, it is fixed position of brand of Great Wall bishop " country wine " , say " state-owned important matter, surely drink Great Wall " transmission is perforative already from beginning to end. But as " gules country wine " of the strategy roll out formally, great Wall bishop also sufferred object inside course of study.
Sound thinks, no matter from the history share of outstanding achievement of long, sale, market, still be world influence will look, great Wall bishop with " country wine " pose as all inappropriate. As homebred bishop " 3 drive carriage " one of Zhang Yu bishop, all caused powerful impact to the Great Wall on expression of historical development, outstanding achievement.
Public data shows, zhang Yu bishop was born at Shandong Yantai 1892, already had 100 old histories up to now. 1915, zhang Yu bishop wins the medallion such as the armour of indicative and highest honor on Panama world exposition. 1949, zhang Yu wine still goes first state banquet of new now China to go up. G20 peak can welcome late banquet to go up 2016, white wine becomes Gan Gong of Chi Xiazhu of fort of Zhang Yuai Fei, Duoligan recieve with wine.
And in limited company established line of business of wine of grain Great Wall 1978, produced the first bottle of Gan Gong of Chinese, dry Bai Hechuan all law is bubbly bishop. Great Wall bishop ever served as Beijing Olympic Games was reached 2008 Shanghai world rich can be appointed exclusively 2010 with wine, appear on forum of Asia of a huge legendary turtle of APEC conference, rich, international major conference.
From money the newspaper looks, vinous outstanding achievement behaves Zhang Yu also prep above Great Wall. Nearly 3 years money newspaper shows Zhang Yu wine, 2015-2017 year bishop battalion receives Zhang Yu to be 4.649 billion yuan respectively, 4.717 billion yuan, 4.932 billion yuan; Net profit is 1.003 billion yuan respectively, 982 million yuan, 1.003 billion yuan.
And according to Chinese food annals, up to June 2017, consecutive loss is as long as the domestic wine business that Chinese food is core with Great Wall bishop 30 months, 2015 - parted first half of the year 2017 deficit 240 million HK dollar, 210 million HK dollar, 410 million HK dollar.
Cai Xuefei thinks, show vinous of level Great Wall " country wine " fixed position is passed with Yu Xuan only, if will not also think Maotai of follow the lead of applies for brand, zhang Yu bishop may object the first times. Divide partial history outside special circumstances, no matter Great Wall bishop is in on performance of dimensions of brand value, enterprise, market or industry position, all cannot prop up case " country wine " fixed position.
Antagonism outstanding achievement is low because of,give priority to
To Great Wall bishop " gules country wine " of the strategy put forward, the analysis thinks as long-term as its outstanding achievement is low fan about. On October 16, 2017, after deficit of Great Wall bishop is as long as many months 30, chinese food announces, sell Great Wall wine inside the 4 investment holding company that etc of business of all wine category is not beverage business, will be withheld only henceforth and Coke Cola is joint-stock business.
After be being come off, great Wall bishop undertook a series of adjust a movement, by say to do inside course of study " save oneself behavior " . Last year on November 13, in ministry of facilities of wine of limited company Great Wall releases course of study of food alcoholic drink " 2017 〕 of 〔 of word of management of Great Wall product 1 " " eliminate partial small effect about combing product line of Great Wall bishop in the round the announcement of invalid product " , wash out 407 SKU below brand of Great Wall bishop, purchase packet of material no longer, existing bag capable person is digested after ending, produce no longer; Product warehouse for finished product is put, act on the principle that does not cancel order of not goods, disturbed market to be digested quickly.
According to the report, on July 12, 2018, great Wall bishop is carried out again " thin body " politic, cut 163 products of 6 factories. Comb through two products, product of Great Wall bishop is counted already by before 1000 many decrease to 400 many. This year in March, great Wall bishop still rolls out Sang Gan, 5 stars, endowment, an ancient name for China, coast during countrywide candy bender sheet of 5 old strategies is tasted, upgrade in order to comply with consumption.
In addition, great Wall bishop still plans to adjust product value line, strive reduces low end to change. This year in March on countrywide candy bender, vise general manager holds food wine line of business concurrently in Li Shi Dai shows general manager of department of facilities of Great Wall wine, future will be progressively push the supermarket terminal retail prices of the Great Wall to 50 yuan of above. And the personage inside course of study discloses, great Wall bishop also has the plan that raises price to subordinate 5 stars brand.
Reporter of new capital newspaper visited Beijing field on August 20 two supermarkets see, great Wall bishop 50 yuan of the following products still many. Abundant stage in supermarket of one domestic head boat, include 29 yuan / the dry white wine of high-quality goods of 650ml Great Wall of bottle, 46 yuan / bottle 750ml Great Wall brews advanced dry claret and 78 yuan of two bottles 750ml Great Walls to solve 100 accept to brew 3 years to do claret especially especially. In abundant stage grand of one Beijing guest exceeds city, also making work series of 22 yuan of a bottle Great Wall an ancient name for China do claret. An employee says this supermarket, 50 yuan of the following bishop are moved sell the effect to compare difference, consumer more the product that apt buys 50 yuan of above. And in store of flagship of government of bishop of day cat Great Wall, in 50 yuan of carry out the following product shares 4, sales volume is a month highestly to sell 77.
To carrying the schedule of valence, when new capital signs up for a reporter to interview, reply of Great Wall bishop expresses, "The announcement that has not raised price at present " .
Cai Xuefei expresses, chop many SKU, this kind " break an arm to seek to live on " the impact that means allows outstanding achievement to get is not little, need business has made sufficient preparation. Wave motion of short-term outstanding achievement can bring bigger uncertainty, risk leap. Upgrade in whole consumption below big setting, a series of reform effects affirm Great Wall vinous is some, but this kind in high-end strategy is long-term strategy, the resource with need powerful enterprise is propped up, "At present low end of Great Wall brand is changed serious, benefit is average, the strategy is carried out assure hard, support cautious attitude. Support cautious attitude..
This edition is interviewed and write / raise of prince of reporter of new capital newspaper
