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Maotai vs Wuliangye leading Chinas liquor industry marketing Upgrade
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Maotai vs Wuliangye leading China’s liquor industry marketing Upgrade
China’s liquor industry, take Wuliangye and Maotai comparison has become a kind of used to it. This is so both of the brand strategy to become a core point of comparison. At present, from the brand a high degree of how to look at the future direction of Wuliangye and Maotai do? Liquor industry marketing expert Zhao Yi-xiang real answers on this issue an article by questions.
‘Big Food’: Wuliangye buy brand started with the development of China’s Wine. After 2003, after the major adjustment in 2005, the establishment of the brand’s Affairs, Wuliangye combing the brand system, and contracted buyout brand, an enterprise resource began to focus on the main brand, reducing the main brands buy brand damage. On the contrary, during the same period, Maotai right buy the brand began to speed up the development, but the market was less than expected. How does this look? This phenomenon has hidden behind what?
Zhao Yi-xiang: Maotai Development bought the brand very early, and had previously developed type of Mao Township fragrant liquid Xiaobao Zi, small happiness, Maotai alcohol, but the buyout of Maotai brand sales have been very good. One of the reasons is that Maotai in Luzhou-flavor liquor brand influence the production of low, although the later has also developed a number of Maotai Maotai buy brands, sales have risen, but the Maotai buy products for the brand pull is still not obvious.
On the whole, China’s liquor industry, the sales drivers can be divided into two categories: brand driving force and channel-driven. A type of white wine before class brands, marketed primarily Wuliangye, Maotai old wine, and then a type of liquor brands to hole in the new wine cellar as the representative. In 1988, the liquor industry has begun to market until 2000, liquor consumption has been focused on the impact of the driving force under the brand. The year 2000, a number of second-t
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