Where are the wine companies under the wine restriction?
The policy of restricting alcohol and the initial performance of liquor companies The introduction of the “Liquor Restriction Order” of Sangong’s consumption, the consumption of alcohol in middle and high-end hotels across the country was clearly felt. Some began to pay for the high-end liquors such as Maotai and Wuliangye, while others began to customize their own exclusive liquor. Insiders analyzed that the impact of the “Liquor Restriction Order” on the hotel and liquor market has only just begun, and hotel and liquor suppliers should be prepared for long-term “war”. The market expects the government to increase the monitoring of Sangong consumption, making the secondary market liquor stocks fall again yesterday, and Maotai's decline once reached 7%. The top ten liquor stocks of A shares evaporated nearly $25 billion in market value yesterday. However, market analysts said that in 2013, liquor companies will enter an adjustment year, which is expected to be the most difficult in the first half. The market conditions and living conditions of the wine companies under the limited liquor order are not limited to high-end wines, but the media is also limiting alcohol. CCTV requires that the daily liquor advertisements of its various channels should not exceed 12, and its central view sets a set of 19:00-21: 00 will be limited to two advertisements for liquor, and people in the liquor marketing industry believe that CCTV’s “Liquor Restriction Order” has stirred up liquor marketing and forced some liquor companies to change their marketing ideas and adapt to new changes.The trend of concentration has become more and more obvious, and many small liquor companies are gradually disappearing. According to relevant statistics, in 1990, the top ten sales and total profit of the industry accounted for 9% and 16% respectively; in 2000, the top ten sales and total profit of the industry accounted for 21% and 30%; By 2010, the top ten sales and total profit of the industry had reached 38% and 55% respectively. Liquor marketing expert Tie Li believes that according to this trend, it is expected that by 2020, the two ratios are likely to reach 50% and 75%. Under such a trend, large enterprises are getting better and better, and the survival of small and medium-sized enterprises will be even more difficult. It is understood that the net profit of Maotai and Wuliangye attributable to shareholders of listed companies in the first half of the year was 4.9 billion and 3.36 billion, respectively, a significant increase of 58.31% and 48.72%. In the past, relying on a single advertising model has become obsolete. CCTV's 2013 Gold Resources Advertising Bidding Conference was held in the multi-purpose hall of the Beijing Media Center. The total amount of CCTV gold resources advertising tenders for pre-sales was 15.88134 billion yuan, an increase of 16.283 billion yuan over the previous year, with a growth rate of 11.39%. Judging from the overall bidding situation, the wine companies continued their strong momentum last year, throwing a huge sum of 4.2 billion yuan, and exerted their strength to become the dominant player of CCTV. Under the background of the “Liquor Restriction Order”, this year's bidding meeting will only be available for news broadcasts, advertisements, news broadcasts, combined news, special news items, and special items. The four projects are open to liquor companies. Even so, the wine companies are still lavish, still vying for "head bloodshed", only to be able to "show face" in the golden period of CCTV, even if only for a few seconds. According to the current public data, Maotai CCTV invested 623 million yuan;
Jiannanchun 609 million yuan; Wuliangye 499 million yuan; Xifeng wine 342 million yuan; Jinjiu 317 million yuan; Yanghe shares 311 million yuan; alcoholic 161 million yuan; Four special wines 160 million yuan; Shuijingfang 77.9 million yuan. What about the enterprises outside the 12 wine companies under the CCTV limit? Second and third-line wine companies have no strength to advertise in the first-line media. How do they respond to the new restrictions? The wine companies should learn from Jiaduobao. In the final market (catering) and in the channel, for the second and third-line liquor companies to win the living space, we must adjust the marketing ideas, while maintaining their own base market, strengthen the intensive cultivation of key markets, so as to firmly stabilize the base market And key markets, to ensure their own market share, and then to the peripheral market one by one. In promoting marketing, we must find a suitable alternative platform, and do a good job in advertising creativity, and change the past extensive and single way in marketing. In this context, urban metropolis, Internet new media, high-end magazines, hotel seat covers, etc., will win some opportunities. Take the case of Nagardo Bao, Jiaduobao's sales in the modern channel accounted for only 20%, and traditional channels accounted for 80%. In the traditional channels, catering accounts for about 40%, grocery stores account for about 30%, and special channels account for 10%. According to the data, catering directly accounts for 40% of the share, and how wine companies learn more Will branding and marketing be built into the end market?
Each company has its own method, and the direct advertising in the catering terminal is currently a strategic plan for many wine companies! Li Xing, the general manager of the Beibei Fish Advertising Seat Cover Company, introduced the recent restrictions on alcohol consumption to make their wine company customers' advertising seat bindings multiplied. How do companies use the social media of the Internet? Alibaba said that the first thing to do is to expand the coverage of corporate brands on the Internet, so that all corners of the Internet are the shadow of corporate brands, so forums, blogs, and Weibo can all be used, and secondly, to expand corporate brands on the Internet. Word of mouth, you can use some question and answer platforms, and then, the company's product technology enterprise dynamics released to the Internet news, enhance the authority of the brand. Some people say that the bottom of the market is the growth of the enterprise, the "crisis" danger exists At the same time, opportunities for enterprises have emerged. The market is bound to be a three-dimensional development that focuses on product quality, user terminals, and channel construction. The eggs will be placed in a basket, and a single advertisement will be placed. The business development model will face challenges.