Chinese high-end liquor functional value road to redemption.docVIP

 PAGE \* MERGEFORMAT 12 Chinese high-end liquor ‘functional value’ road to redemption The high-end liquor staged ‘flourishing and magnificent’ If suddenly spring night, the high-end liquor everywhere ‘open’. Since around 2000, China’s new high-end spirits market keeps blowing whirlwind: National Pits 1573, Shuijingfang, willing, centuries old shop, and Wu Liang-chun, vintage, price hikes and old wine, all kinds of commemorative wine, luxury gift box wine, liquor, and so sky-high price, star-studded, visual mess that much worse. Chinese liquor markets ‘high-end Golden Age’ for the following reasons are several: First, Wuliangye, Maotai blowing two successive years old high-end prices surges, caused by demonstration and take the lead role; 2, a group of the birth of a new high-end wines waves, these high-end wines are mostly relying on the old business as the background, the brand extension or recycling, cutting high-end market cake; 3, ‘Business wine’ the concept of hype and gifts wine boom birth; four, small and medium enterprises based on liquor brand and market planning, and adapt to market trends released image of the high-end brand or product. 5, social change, economic prosperity, pluralistic way of life under the birth and level of increase. Finally a high-end spirits exist, to expand the soil and space. Whatever the reason, an indisputable fact and phenomena are: the high-end liquor market is a huge treasure, it is between the perceptual and the rational search for ‘functional value’ equilibrium point, its market potential limitless. Rational Regression of high-end liquor China has the saying goes: ‘too Jewish and not, and’. When the high-end liquor flooded, people will rethink the function and measure the high-end brand value or significance - the high-end liquor drink? At present, there are two obvious high-end liquor errors cause for concern. 1, when the ‘high price’ to become the main value of the high-end liquor, or the only value, high-end li