Parallel strategy - fast to create high-value wine brands.docVIP

 PAGE \* MERGEFORMAT 11 Parallel strategy - fast to create high-value wine brands [Inscription] products in the liquor industry, the homogenization of an increasingly competitive market environment, a large, middle and low spirits of the market and is constantly shrinking margins, which represent the high-margin, high value-added high-end liquor market is showing a gradual increase rapidly trend. How in the shortest possible time, the use of the smallest funds to build a high-end liquor brands quickly become a large number of liquor manufacturers are facing a very pressing issue. [China’s liquor market development status and trends] Throughout our country’s high-end liquor market, has long been Maotai, Wuliangye monopolized by the two liquor giants, but recently with the modern system of marketing From EMKT. follow-up, a group of new liquor brands such as Shuijingfang, National Pits 1573 and so on are gradually eating into the high-end liquor market share. After liquor advertising, packaging and wine, the concept of wine culture, wine and other alcoholic marketing era, the liquor marketing practices gradually returning character, consumers are also more mature and rational; same time, as the increasingly fierce market competition into the high-grade liquor market barriers continue to increase. In such an environment, the rapid development of unique high-quality, high-grade liquor is imperative. Contrast, Lu wine business, so far, no one truly national brand. Lu wine brand has been due to give the impression of a medium and low spirits, while by the sensation of ‘standard King’ incident follow-up the impact of the image more difficult to quickly Lu alcohol domestic market, set up high-end liquor, wine company marketing concept Lu , Marketing Theory, brand innovation, it is also largely behind the strength of high-end foreign liquor brands. Succeed in the field of high-end liquor brand development, Lu liquor brands must be on the level of disruptive innovation