Maotai can not enter the Water Cube fashion trap.doc

 PAGE \* MERGEFORMAT 9 Maotai can not enter the ‘Water Cube’ fashion trap December 18, 2008 morning, Guizhou Moutai Co., Ltd. and Beijing National Aquatics Center Co., Ltd. held at the Water Cube ‘Water Cube licensed products to market news conference’, heavy launch of ‘Water Cube wine’. SASAC, the State Sports General Administration of Guizhou Province, the leadership in Beijing and the Beijing leadership as well as industry experts such as more than 200 guests attended the conference. Guizhou Moutai Co., Ltd., Chairman Yuan Renguo personally attended a press conference for the water cube wine is full of confidence in market prospects, Yuan observed that the ‘Water Cube brand strategy on a bottle of wine, a bold and successful attempt, its market positioning tight tight around the Olympic Games and will be the perfect integration of style and tradition, has won recognition of dealers, the market prospects are very optimistic. ‘Water Cube wine in the future in the end how? Maotai is not stepped into the ‘Water Cube’ fashion trap? State liquor Maotai’s ‘pain’ Where? The media and dealers should be invited, I have conducted a judgmental analysis: First of all, ‘reconstruction’ consumer value and product attributes is a high degree of fit? If the strategic positioning is not accurate, will inevitably lead to the absence of strategic direction, ‘Water Cube’ = ‘new new aristocracy’? Water Cube consumption of wine is to whom? Water Cube is the product positioning that? We can see from two to explore it, and its ‘Water Cube’ wine brand name point of view, the objective should be to have received a modern education to consumers, innovative spirit of young people. From the perspective of its pricing strategy, 598 yuan determines the retail price of its high-end product positioning, its consumer groups have targeted the high end of the 30-55 year-old crowd and the new rich. The contradiction lies in the high-end affairs, business consumer base is locked in Maotai, Wu