Langjiu the wolves strategy.docVIP

 PAGE \* MERGEFORMAT 12 Langjiu the wolves strategy Langjiu Group in 2009 to 3.5 billion in sales success Langjiu eye-popping, according to industry estimates, 2010 sales target of 50 billion Langjiu only exceeded. It seems a few years, people recognized the great leap to wear through the force of the “sauce model - safflower Lang,” the advertisement, also witnessed the “high spirits - China Boy” style, but also accepted the “civilian” in the sauce, feel that a heavy sauce bring your own honor and glory. Langjiu its powerful advertising investment, strong channel support, reasonable cooperation with distributors, to effectively promotions and marketing activities, to the slightly heavy in the liquor industry and died of gas brought a fresh whirlwind. Langjiu Maotai sauce breaking monopoly and the myth of the unique geographical, highly aggressive market invincible, and its import to the mature market like the early summer by the lotus pond, lotus pond, an aged overnight, vibrant . All of this comes from Langjiu “wolves strategy” effectively implemented. Langjiu author in the initial understanding of the market based on the superficial to interpret such a strategy. Buy and self. Wuliangye use of the liquor industry to buy most handy mode of operation as a model, the implementation of buyout and underwriting approach, this approach allows manufacturers and buyout business division of responsibilities, and quickly occupied the market and take the expansion path . For a time, buyout and underwriting has become the color of the liquor industry, worse, buy the brand’s share accounted for a surprising 80% of manufacturers more than the size, this approach looks like “a pack of wolves dance”, “the chickens of Health egg “, but in reality the Chou dynasty the world, princes melee, a chaotic Zile. In this way the market performance are: channel confusion, the sub-brand of crazy interpretation of the main brands of water, killing each other, strife, infighting, the res