Rice wine into the countrys strategic errors.doc

 PAGE \* MERGEFORMAT 9 Rice wine into the country’s strategic errors In 2003, the rice wine group out of the ‘Jiangsu, Zhejiang’ began its marketing in China away. Experienced a rapid rate during the period from fall 2007 in three consecutive years of rapid growth began to appear after the turning point. Yellow wine industry, the rapid rise of the short-term prosperity is a false impression, is judged by leading enterprises and local governments, the product of short-term boost. Yellow rice wine leading enterprises - on CCTV near the ancient Yue Shan billion TV advertising, to the rice wine industry, all enterprises mistakenly sends a signal, ‘yellow wine industry, flew to rise’. Ever since, many companies quickly rallied together with the rice wine. Shaoxing, the national rum on the government to convene a number of yellow wine business on the Qi Shuashua high-profile appearance in the rum, so that ‘prosperity’ tendency to concentrate all come true. Wait and see the agent, in the authority, CCTV, the authority of government and authority of the call of the leading companies, have joined the tide of yellow wine sales for fear of losing a new round of ‘yellow wine business’. As everyone knows, rice wine culture and out of the southern coastal province of Jiangsu, Zhejiang and a few other lost soil. The short-term ad-style culture, studied hard, and most non-rice wine-producing areas can not change people’s consumption habits. There is no consumer support of the rice wine, eventually only achieved the transfer of the warehouse, the goods sold to dealers only. Although manufacturers often report data sales climbed, while the end-consumer does not achieve the desired ‘rosy’, resulting in agents and channels of ‘indigestion’. Until 2007, many agents still sell goods in 2005, or the goods back in 2005, so 2007 began, the collective sales of rice wine down there has become a matter of course. The local rice wine, as Jiangsu, Zhejiang history of alcohol species, ha