Blue Classic, you need to consciously implement cultural strategy.docVIP

 PAGE \* MERGEFORMAT 7 Blue Classic, you need to consciously implement cultural strategy Ten billion liquor camp in China, Yang became China’s rate of decline liquor line camp leader. 2012 onwards, ‘Yang Qin pool is not the next’ doubts constantly being mentioned in the media, and then reflected in the provincial market, sales of Yang began decreasing in 2013 continued to show a downward trend. Yanghe Brewery recently seems suffered a major turning point, according to the annual report of 2013 shows that Yang annual revenue 15.02 billion, down 22 billion yuan more than in 2012, a decrease of 13.13%. Qin pool approximation approach 20 years ago, Qin pool by ‘selling style’ advertising blew open market after three consecutive tricks, no innovation, and finally, Goof decline. After 2003, Yang by ‘culture-based’ advertising blew open market for ten consecutive years, relying on the popularity of the media carpet, Yang invincible blue soft and culture has become a unique landscape rare in the liquor industry, especially Early in the expansion of the Jiangsu market, Yang wine quickly gained recognition of local consumers, then its expansion outside the province in the market, because of its strong cultural differences, also conquered the dealers and consumers. Yang after three consecutive tricks, no innovation, and finally, the market decline. Despite the different pools and Qin, greedy big success after the arrogant and proud moment in the body of Yang revealed. It should be said, Yang Market breakout is more systematic .2003 September Yang was born, in the blast home, surrounded by layers of driving Ying Gong and other wine and Wuliangchun emblem, the general manager of Jiangsu Yanghe Brewery Zhang Yubo introduced to the demands of the core product soft and blue classic series, eight cities along the Yangtze River to the main line, the implementation strategy to promote. to 2005, blue classic straight from Nanjing, then blue classic sales exceeded 2