On March 20, forum of height of trend of sale of line of business of the 10th wine is held in hotel of Chengdu JW10000 a person of extraordinary powers.
Hainan coco island develops Ma Jinquan of limited company president, wu Jian of general manager of trustee of Inc. of line of business of wine of be willing to part with or use, sale, teach of CEO of author of brand of fine grain master administers program, zhu Hua of vise general manager of group of spirits of smoke of Beijing sugar industry, boreal capital Wang Kun of vise general manager of limited company of sale of wine line of business, tang Wei of author of line of business of wine of Shanghai cut into a mountain, presiding apparitor, dynasty of president of Cheng Chu group is become, huang Lei of small wine general manager, shang Xiangyang of president of line of business of Li Du wine attended this second meeting.
"Renown wine undertakes the brand clears, local wine high end grows, internet tycoon begins to enter wine line of business current channel " , huang Lei puts forward on the meeting.
Tradition and contemporary and mutual concussion, new power and undercurrent of new ideological trend emerge move, below daedal situation, how should new wine look forward to break through implementation new round of growth, how should wine business choose oneself to develop way again?
01
The new student of old brand
"The brand wants to differ dissimilation, want to form brand moat, should be endowed with through connotation of a few culture can. " Wu Jian is mentioned on forum, he thinks, to be willing to part with or use a such traditional brands, want to hold advantage position in instantly competition, the key depends on letting a brand enter consumer intelligence, build a consumer the strong acknowledge to the brand.
To this, wu Jian general " be willing to part with or use makes a way " summary is " brand IP is changed, consumer company group change, terminal setting is changed, the action is digitlized " at 4 o'clock.
Wu Jian of general manager of trustee of Inc. of line of business of wine of be willing to part with or use, sale
Through moving the output of former unripe content of medium newly, of line of business of wine of be willing to part with or use achieve brand IP oneself " schoolroom of wisdom of be willing to part with or use " , built communicate for a long time with consumer, the platform position that communicates wisdom of be willing to part with or use, the brand concept of be willing to part with or use, also affecting customer in ground of the exert a subtle influence on on this platform.
Around " wisdom of be willing to part with or use " IP of this one brand, besides " schoolroom of wisdom of be willing to part with or use " outside, line of business of wine of be willing to part with or use was made a series of IP matrix -- " the brigade of wisdom of be willing to part with or use " , " banquet of wisdom of be willing to part with or use " , trinitarian undertook the brand is outputted.
Old brand activation, the solution of be willing to part with or use is culture ode can brand IP is changed, was certain the tide that IP of brand of culture name wine turns, and another old brand -- Hainan coco island, innovate sexual ground put forward " 6 degrees " thinking.
Of be the first to be affected, see a trend highly namely.
"Seek move after that surely. " Ma Jinquan thinks, in the development process of the product, want to hold a trend above all, without the trend, had done a business impossibly.
Hainan coco island develops Ma Jinquan of limited company president
Ma Jinquan analysis says, industry of current and healthy wine, have one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two dimensions probably, from the point of the microcosmic data that does not finalize the design, have 300 probably at present much, market vacuum is giant, opportunity foreground is enough.
"These renown wine also are in fluid of Maotai, 5 grain all the time now strength is increased to throw ceaselessly on healthy wine category, so everybody is doing this, had not obtained a bit taller chance, also be the best chance that we cut the market, it is we can be encountered with an assurance trend. " at the same time, ma Jinquan earlies childhood, little wine market, be in at present with annual the compound increase rate of 30% above develops quickly, hold a healthy wine and little alcoholic drink concurrently the coconut island of trend of two great progress, on a place with a draught that is in flying development undoubtedly.
In the meantime, according to reporter understanding, 2018, coconut island take advantage of an opportunity and for, came on stage " new 5 years the strategy plans " , for new develop demonstrate way 5 years, also be grasp an opportunity, sex of the look up before doing unkennel examine to offer is directive.
The 2nd, deepness makes character.
"Deepness makes character, upgrade 3 projects. " Ma Jinquan respecting, "In character respect, if we cannot of deepness do good quality, you go quickly, be on the wane is gotten fast also. Be in so character respect, we have 4 big raw material to purchase base not only, raw material attestation, standardization procurement control includes dactylogram a collection of illustrative plates to identify a technology, still have craft of the brew that be not involuntary discharge of urine, chinese traditional medicine material is extractive, small element, ion and biology science and technology, include 6s management to wait a moment, these administrative systems are done do greatly fully, what just can assure our character is perfect with solid base. What just can assure our character is perfect with solid base..
According to reporter understanding, coconut island has at present, 4 big raw material purchase a system (a collection of illustrative plates of procurement control of the EC attestation of principle of country of origin, raw material, standardization, dactylogram identifies technical) , system of technology of 5 big core (technology of bubble of the wine that be not involuntary discharge of urine, chinese traditional medicine material extraction technology, small element permeates a technology, ion exchange filters technology, technology of confluence of biology science and technology) , and hierarchy of control of 6 great quality (risk of hierarchy of control of system of 6S management system, overall quality management, in-house quality, research and development evaluates system of standardization of system, character, project to make administrative system) .
The 3rd, precision logic group.
"We are in whole one year time guides profit of 696 sale seed turns management in succession, let us be in respect of viewpoint of value, market respect reachs high area, assure the breakthrough of zonule. " Ma Jinquan discloses in the spot.
The reporter still understands, move sell a field, coconut island yielded " coconut island zonule is tall 2019 have -- move sell unifinication model " , the system that manual changes hits a law to promote move annul, coconut island business school prepares to construct in the meantime, through grooming, breed a batch of outstanding markets to hold dish of hand.
The 4th, ply decides culture.
"Culture is the intangible assets with a precious company, good company culture produces attributive feeling and centripetal force, drive company grows quickly. " Ma Jinquan thinks.
On hardware establishment, coconut island museum + industry travels + the clear place of business that stride wine + the materiality dried food that global health cloud experiences to the center is coconut island brand, on software establishment, construction of culture of coconut island preserve one's health and culture of coconut island group are built, also be the brushstroke fortune of coconut island.
Exhibition hall of public house of line of business of coconut island wine
The 5th, range builds a system.
According to reporter understanding, coconut island added up to 2018 build 28 individual departments (include: Purchase system of system, research and development, taste accusing canal of system, production system, cost to accuse fluid of content of system of system, system of standardization, person endowment, storage is, the financial system, system that taste announce, client system, move sell promotion system, custom-built system, censorial system is waited a moment... , will pass systematize construction, promotion manages height, dredge branch function, aggrandizement crosses a branch to coordinate, promotion interior cooperates with efficiency, with period make enterprise destiny community.
The 6th, capital of bearing be in harmony.
Coconut island devotes oneself to compose to build all the time " interconnection of capital · hypostatic · " unifinication, bearing decides pattern, confluence and in small client cooperates, together hand in hand, start tomorrow in all, let every client can share coconut island to reform bonus.
Build in all about the manufacturer, ma Jinquan puts forward: "We must be accomplished in the site on region market more viscosity is changed, more deepen in all. We more agency want dedicated the channel operation trade that makes major at the company oneself. We more agency want dedicated the channel operation trade that makes major at the company oneself..
"It is channel still is no good merely, should undertake dividing sell and be osmoticed in channel while, the company that allows us to become the consumer of area region and you is born unripe photograph to cease, such operation business that you carry with respect to the medium of communication that makes new era, C, is not the operation business that is channel only merely. " Ma Jinquan emphasizes, have customer through technical measure on the brand more large-scale lock is decided, it is operation business company is in place, in future 5 years whether the safeguard that core of place of company of before becoming place 3 businessmen seeks is spent.
Ma Jinquan from " freely " two angle undertook the manufacturer builds an analysis in all, specific for:
Transverse action client: The layout on the face establishs framework
-- coconut island develops the market, solve client layout problem first above all, want to need what kind of client clearly, client problem is enrolled where; Coconut island adopts platform trade pattern and area agency to combine mode, become market position neatly.
Fore-and-aft do move annul: The breakthrough on the dot is done continuously
-- the quantitative change that client development wants to solve terminal site first, yield in market survey and investment below the program, go be being broken through quickly, after the layout on the face that finish, a zonule or core site undertake focusing the breakthrough on the dot, want to solve agency to be willing to sell, terminal is willing to push, consumer is willing to buy, settle the market last kilometer problem, want to divert more policy resource to consumer, do pull move.
02
The growing road of new brand
Tang Wei thinks, future of wine line of business the 5 trends that arrive 10 years, on the metabolic body of generation person.
Tang Wei of author of line of business of wine of Shanghai cut into a mountain, presiding apparitor
"Present liquor puts capacity crowd is 50, 60, 70, and of future 80, 90 it is the consumer with next true generation. " Tang Wei respecting, "The generation below our discovery is in to the demand of wine the change with very big generation. If liquor does not receive baton come over, consumer can give Japanese wine possibly the club, give Scotland wine. So liquor need someone goes relay, go saying future with innovation. This is the rock-bottom logic that cut into a mountain innovates. This is the rock-bottom logic that cut into a mountain innovates..
Look in Tang Wei, setting of drinking taste, aesthetic grade, district and consumptive habit are changing, but layer of group of social purpose, interest, buy a basis to did not change, these are trends, also be the origin that the brand blazes new trails.
Cut into a mountain holds to change with constant climate, and the Liang Daxia that is new student brand together, held brand culture new trend.
Teach of CEO of author of brand of fine grain master administers program
According to Introduction Fu Zhigang, brand core of Liang Daxia depends on " force high quality, tall Yan Zhi, high case " , corresponding is Trinitarian mouthfeel packs culture.
High quality, downy broomcorn wine, pursuit mouthfeel easy is measurable; Gao Yan is worth, bottle of glow of original creation yellow; Force high case, regard core as culture with culture of a person adept in martial arts and given to chivalrous conduct.
In the meantime, fu Zhigang thinks, what new brand shows itself is logistic, depend on new sale trend, namely " digital sale makes a brand, careful sale makes sales volume " .
According to reporter spot understanding, liang Daxia is had operate group of the sale on the line of 60 people, the line that has more than 50 people leaves professional administrative group, goods yard of a person of wide knowledge and sound scholarship is made in place, person, friend of wine of all corners of the country is met. Goods, little alcoholic drink of all corners of the country. Field, cafes of all corners of the country, in the meantime, fu Zhigang is mentioned, liang Daxia still can help a client make sale iron army-invincible army, "Liang Daxia's agency wants only it is to approbate Liang Daxia, the creativity that he erupts and the longing that are based on the promotion to this market are spent, it is our everybody is very adv unimaginably. It is our everybody is very adv unimaginably..
New brand, have the newly emerging force that just strides wine line of business not just, still have alcoholic drink of new open sauce, make brand of new sauce wine China wine line of business.
Boreal capital Wang Kun of vise general manager of limited company of sale of wine line of business
Serve as what be dedicated to faint scent product making all the time China wine line of business, will " start with quickly " regard development as method, essence of life held a place with a draught that sauce wine developed 2018 definitely, one pace ground and Maotai involve fast person 2 times hand, restarted " Beijing small Maotai " honorable journey, build went up the express that sauce wine develops.
Be certain the trend restarts inheritance while, china wine line of business also does not forget to innovate.
"The trend develops to go up in prospective sauce wine, we will be mixed with Tian An Men bear two old brands regard day door as basis, realize the promotion of the brand. " Wang Kun is mentioned. In the meantime, pattern innovation also is to be based on industry trend to fall, china the another judgement of wine line of business: "Let China the one Zhang Xin calling card that sauce wine makes Beijing. "Let China the one Zhang Xin calling card that sauce wine makes Beijing..
Dynasty of president of Cheng Chu group is become
Subsequently, the dynasty released wine course of study into heavy pound 3 big trends: Oligarch is changed, character is changed, digitlization.
Change about oligarch, the dynasty is become think, can have generation of 3 kinds of oligarch.
The first oligarch that is category, every category can have oligarch, resemble strong wine, resemble coconut island, double oligarch of sanitarian wine industry;
The 2nd oligarch that is price, for instance Maotai is in 1000 yuan of price.
The 3rd oligarch that is area, trend of area bibcock odd oligarch is clear.
Change about character, the dynasty is become unscramble, the sale of whole industry is being stood by to product creed, product creed made industry main trend afresh. The meeting on the sale below the dominant in this kind of viewpoint of value and practice produces a few change, double brand structure will be new popularity rises, produce also can meet considerably outspread, character promotes considerably.
About digitlization, the dynasty is become think, digitlization, produce namely, sale, the digitlization of brand complete link is permeated.
Manufacturing industry begins to use advanced digitlization means to undertake manufacturing production, efficiency will be very tall;
The product sweeps the sale digitlization of a drive, bottle code built the code that pile up box to had turned whole sale into the carrier of digitlization;
In media serious fragment is changed, serious shift spends consumer time today, cannot think of method moves transmission electronic screen goes up, have an outlook hardly. In this process, can create fixed position for the brand, produce an authentic content, this kind of authentic him content has transmission power, the can faster trust that establishs consumer, this ability is an effective transmission method.
The meeting is final, small wine undertook prize-giving to the person that expression of brand of Chinese wine line of business was highlighted 2019, place of business of wine of line of business of wine of contest of wine of inn of brew of village of line of business of line of business of wine of cut into a mountain, wine of cereal of Liang Daxia, abundant, swan, buy or sell on credit, Beijing, building orchid, China wine line of business wins sale of brand of line of business of 2019 China wine innovation award, one altar good wine obtains island of coco of line of business of wine of Zhi of be willing to part with or use of card of a small bay in a river, scene, Hainan, Jin Liufu sale of brand of line of business of 2019 China wine receives army award,
Blueness spends man agency plenary session | Liquor of new fighting spirit " tough approach " | Ginseng wine rises in price inside | Wine of ceremony of He Sui archives | Sale of 5 grain fluid changes | Rural Spring Festival consumes investigation | Guizhou wine meets | Old name wine is out of shape write down | Sword Na Chunxin is tasted | Develop business | Day of start working head | Zhong Yuchen | Zhang Yu of Great Wall & | 2019 action type | Fluid of 2018 5 grain is forecasted | The Spring Festival 4 big new phenomena | China send appear on the market | Whole nation of a kind of spirit distilled in Fenyang changes strategy | Xi Feng is changed handsome | Deputy total bridge becomes Feng Gu special interview | Follow suit any of the twelve animals wine | Shandong market | Lai Mao | Thunderbolt of 5 grain fluid acts | Tecent wine bureau |
Look to look, still do not nod here to try
