Confucian family wine New Culture Movement.docVIP

 PAGE \* MERGEFORMAT 4 Confucian family wine ‘New Culture Movement’ Confucian House Wine Co., Ltd. (hereinafter referred to as Confucian family) is the one with 50-year-old factory, won the culture of China’s top ten wine brands. The 20th century, 90’s, a ‘Confucian Residence house wine and tells the people homesick’ to make Chinese consumers are visibly moved. However, Merry always be rain and wind to go in 1997, accompanied by Lu encountered in the overall development of the wine valley, one of the four big families as a wine Lu Confucian family groups, due to the original low-end brand image of the Confucian family and the impact of negative images of Lu liquor in the liquor industry, an increasingly competitive market environment, the Confucian family in recent years, the external environment has become increasingly severe, sales is not optimistic. After taking over the Confucian family, Caine has conducted a comprehensive diagnostic of its attempt to prescribe the right medicine. After in-depth analysis and research, we found that Confucian family urgent need to address the following five aspects. First, the lack of strong product support. Confucian family wine has more than 300 individual products, there are more than two dollars per bottle of ‘grenade alcohol’, but also two thousand odd Millennium Confucian wine, the product can be described as uneven. However, the Confucian family is not very prominent wine ‘star product’, the product of high fragmentation, low not to, selling is not the high price. Second, the channel construction imperfect, dealer enthusiasm generally not high. In the 10000-based heavy heart out, many dealers have parted ways with the Confucian family, remaining a number of dealers are also half-hearted. Third, the ‘family culture’ of the voice is increasingly weak. Confucian family opened the first of its kind in China liquor ads, a ‘Confucian Residence house wine and tells the people homesick’ have been popular in river north a