五粮液的战略迷失（Wuliangyes strategic loss）.docVIP

五粮液的战略迷失（Wuliangyes strategic loss） About 700 million of sales only from Wuliangye warehouse to warehouse transfer channel winery rumors, and even gold wine sales broke many dealers completed only about 10% of the stock again, gold wine to a public opinion in the teeth of the storm. This question which not only has the gap between moving and actual sales, there are a few months ago hadnt realized questioned the heroic utterance. In October 28, 2008, in signing a strategic cooperation agreement with Wuliangye for 30 years, Shi Yuzhu bluntly: gold wine will rely on 300 million yuan before the Spring Festival advertising, the completion of the first step in the market introduction.. Target 1 billion yuan in 3 months. Of course, the market has miscalculated the time, the target is good, the reality is cruel, not in order to completely negate what. And vice versa, even if the gold wine 1 billion yuan income target has achieved, but also is sold, not necessarily can prove anything. From Wuliangyes point of view, the introduction of gold wine, the topic brought to this enterprise value is far greater than the market value and brand value. And the topic value, to the well-known already very high Wuliangye has the significance, is still worth discussing. Gold wine is incompatible with Wuliangye brand culture Gold wine from both named gold and soon, or the bombing of advertising mode of operation, or health care, the demands are great gifts, and melatonin, have the similar gold partner. While melatonin, gold partner is taken sales is the hard truth strategy, as long as people buy gifts, as long as China human customs in, I want ads to see every day, will be a lot of distribution...... What the world debate, I just return to the market, so that melatonin has been developed for 10 years, is known to every family, people questioned the product efficacy still continue to debate, melatonin is not the brand. At the same time, Shi Yuzhu also in the high-profile push gold wine body