Rebranding a hundred years Changyu face new challenges.docVIP

 PAGE \* MERGEFORMAT 13 Rebranding a hundred years Changyu face new challenges Chinese wine industry’s rapid development in recent years, exacerbated the industry’s degree of competition among various enterprises. Competitive market environment, competition pattern, consumption trends, demand companies at different stages of development to re-examine and revise its own strategy, which includes a very challenging problem - the current brand image of the brand’s future ability to carry long-term development road. This paper will ‘Changyu Cabernet’ and ‘Castel’ two perspectives start to analyze the Changyu competitive environment in the new market, launched a rebranding under the decisive tackle tough problems as well as the high-end market In this process, corporate marketing managers should pay attention to the problem. One, a hundred years Changyu, competition pattern to promote rebranding Changyu Company was founded in 1892, is a pioneer in industrial production of wine. 113-year history of the brand culture and accumulated heavy precipitation, Changyu is the Chinese wine industry’s most powerful cultural heritage of the brand. Through several generations of hard work, achievement of Changyu wine industry leaders in China today position. Currently, Changyu has four main product lines: wine, brandy, champagne and health, wine, annual output of 75,000 tons, of which wine products at 4 million tons. Changyu in the wine market using its strong brand appeal and influence in the form of low-end products on the high school had to digest and expansion. At a time when the industry first group with the other two strong competitors in the Great Wall, Dynasty, compared Changyu’s market share in the superior products is clearly the industry with the position of their own disproportionate. COFCO through the integration of three companies - Shacheng the Great Wall (1983), China Great Wall (1988), and Yantai Great Wall (1998), ‘Great Wall’ wine annual output of 6 million t