Interpretation of the City wine competition N shaped curve.docVIP

 PAGE \* MERGEFORMAT 5 Interpretation of the City wine competition N shaped curve Since the beginning of the second half of 2012, China’s liquor industry ended the volume and price of triumph development stage, began to enter the industry adjustment period: (1 data show that the first half of 2013, high-end liquor sales fell 37.75 percent over the same period, profit margins also appeared greatly diminished, (2 since 2012, as the industry benchmark of Maotai wine country, both before and after release of attorney, to further reduce barriers to entry Maotai distribution, increase market supply in this way to seek a new balance of volume and price, (3 Wuliangye, Yang, Luzhou and Jiannanchun other national brands have launched the public price of new products to look for new sales and profit growth. At the same time, along with the macro-economic downward pressure is further increased, the government’s macroeconomic policy orientation increasingly clear, corruption institutionalized, normalized, consumer consciousness rational consumer and business information flows faster, strengthen transparency and other comprehensive factors further ‘ferment’, the liquor industry is bound into a deep adjustment phase: (A national brand to further extend through the lower crowding products, channels and organization of regional brand living space, and gradually began to mass product brand development, such as Maotai liquor initiative to reduce Ren Han sauce retail price, Jiannanchun will 金剑南, Silver Jiannan upgrade strategic product for the company, Wuliangye Wuliangye Group increased spring, Wu Liang alcohol cost of inputs, etc. (2 regional brand on the one hand to face national brands offensive pressure, on the other hand will also be intrusive estate winery, in order to consolidate its own sphere of influence, is bound to increase the budget amount, shrink strategic core area, the resources devoted to as well as products under further delay, by piling up resourc