My Wine Renaissance Lu - Shandong low-end liquor liquor industry nationwide brand development.doc

 PAGE \* MERGEFORMAT 9 My Wine Renaissance Lu - Shandong low-end liquor liquor industry nationwide brand development “Lanling wine tulips, Yu Wan Sheng to amber light. But the owner can Zuike, I do not know what is foreign.” Every time I recite the poem from Li Bai can not help but sigh: Shandong, liquor consumption and production, as a province , there are many historic and basic good liquor production business, but never produced a national reputation for top brands. 1997 “Standard King” incident, Lu wine took a downturn on the collective. In recent years, cries of Shandong liquor industry, “Lu wine revival”, Lu wine brands have launched several high-end liquor sesame flavor, like in the high end liquor market aggressively forward, but the effect does not mend. Lu wine Revival why go so rugged and difficult, I think there the mechanism of Shandong liquor business, extensive management and other more common reasons, each company have their particular situation. In recent years, I have found such a phenomenon, such as Mitsui knife, Longjiang home, the old village and other new low-end liquor brand while not being too many people are concerned about and research, but the development is quite too fast, and now these low- end of the brand’s market coverage and distribution rate and even wine with some high-end brands comparable. Their success can provide wine for Lu What inspired him? I was thinking, why not embark on a low-end Shandong liquor liquor national brand development? Of course I do not appeal to all liquor businesses in Shandong have to go low-end line, but for some of Lu wine enterprises, this route is not a bad idea to try. Here, the author, as a non-white practitioners outsiders to elaborate on my views. Lu wine companies taking the low road of reality The author believes that taking the low road, Shandong white wine, has its own advantages. The main reasons are the following: Shandong white wine quality assured From the founding of th