Regional low-end liquor market breakthrough of Road.doc

 PAGE \* MERGEFORMAT 8 Regional low-end liquor market breakthrough of Road Liquor market affected by the policy because of restrictions Excellencies consumption, consumer appetite, the market downturn. Many people believe that restrictions Excellencies consumption, it must be affected by the high-end wine, the wine has little impact on the mid-range, and even that is a pair Dangjiu promote But the reality is, the liquor industry, due to the impact of policies on superior products, and has spread to the entire depth of the industry, so that 10 years of rapid development of the liquor industry into a turning point. The current situation is that, regardless of high, medium and low, the liquor industry as a whole downturn. For the purposes of the traditional wines, which have high visibility and consumer base, mid-range wine can get some new growth, but for the low-end liquor regional markets, especially low-end liquor market continue to be high-end liquor products structure squeeze down, have not fared well, then, how they should initiate a regional brand to break through, to get their own living space? Brand remodeling and occupying The low-end brand, due to historical reasons, the initial brand positioning and other factors inherent in the formation of a low-end image, and as the original consumer groups continue to shrink, increasing age, spending power, also declining, and ultimately creating a vicious cycle, sales and profits continue to decline, aging brand, premium reduced ability inevitable. Is not no way to change it? In fact, because of the aging of the brand change to keep up with the times and changes in consumer demand, the brand should be with the times, to keep up with changes in consumers. How to reshape the brand? Re not pushed to come, but to inherit and carry forward. Brand inherent in some of the properties and assets, you can carry forward the good, bad, inappropriate, you can re-create: repositioning, explore new demands of consu