Rebirth of the Wild Age

During the whole Spring Festival, Song Weiyang didn't see much of his elder brother, Song Qizhi was already driven crazy by the fierce competition in the liquor market.

In particular, Wuliangye's marketing methods can be described as a stroke of genius, creating a precedent for liquor to go through the special channel of tobacco.

The so-called special channel refers to the non-mainstream channel other than the wholesale market and ka channel, which can be divided into internal special, external special and special special. For example, schools, the army, and prisons belong to Nate; while airports, stations, gas stations, parks, and hotels belong to Wite; channels such as weddings and group purchases belong to Zante.

However, Wuliangye actually cooperated with China National Tobacco Corporation to jointly launch Jinye Shenjiu. This wine can go through the channel network of China Tobacco and directly appear in tobacco stores across the country. There is no separation between tobacco and alcohol. Those customers who go to tobacco stores to buy gifts to visit relatives during the Chinese New Year often buy a bottle or two of Wuliangye Jinye Shen, which leads to a sharp increase in sales of Wuliangye during the Spring Festival.

But the most powerful performance is not Wuliangye, but Luzhou Laojiao!

Luzhou Laojiao has always been tepid before, but it has been working hard since 2002. Do you still remember those few advertisements? ——The history you can hear is 125 years, the history you can see is 163 years, the history you can taste is 429 years, and the national cellar is 1573 years old.

After three years of advertising, not only Guojiao 1573 is familiar to everyone, but also the whole Luzhou Laojiao is famous. Finally, in 2005, Luzhou Laojiao ushered in a big explosion, and the annual net profit soared by 589% (not to mention the 500 and halving it is also the fastest growing in the country), and continued to make efforts during the Spring Festival of 2006.

Faced with Xianjiu Group's entry into the high-end market with Wenjun Liquor, and the price is still extremely expensive, Moutai Group feels that it is very embarrassing.

So this Spring Festival, the ex-factory price of Feitian Moutai suddenly increased by 15%. Although the ex-factory price has not surpassed the classic Wuliangye, the market retail price has become the second in the country (of course the first is Wenjun · Tianshu · Supreme Edition).

Some netizens joked: Feitian Moutai has been the second child for more than ten years, and it is a bit uncomfortable to suddenly become the third child this year, so the price has been raised immediately, and it is necessary to keep its status as the second child for thousands of years.

Of course, Wuliangye is not far behind, and immediately raised the price of the classic Wuliangye by 5%, and the price immediately equaled that of Feitian Moutai.

These two companies have raised prices one after another, making the ordinary version of Wenjun Tianshu instantly pull the hips. The price is dozens of dollars cheaper than them, and it seems that it is not so high-end all of a sudden-Song Qizhi really doesn't have the confidence to follow the price increase.

By the way, as the Lantern Festival is approaching, the sales of the regular version of Wenjun Tianshu suddenly soared.

Because not only Wenjun Tianshu Supreme Edition is sold out, Feitian Moutai and classic Wuliangye are also sold out. For high-end liquor with a retail price of more than 350 yuan, only Wenjun Tianshu (regular version) is left.

The whole liquor industry is dumbfounded. Those three companies are selling at high prices and raising their prices. Nima’s is actually sold out. There are so many fools who only accept the money but not the goods!

To explain it from another perspective, China's economic situation in 2005 was so good that the consumer groups of high-end liquor were greatly increased. However, the types of high-end liquor cannot keep up with the pace. Consumers have very little choice, and they can't buy their favorite products with money.

Ever since, the next two years were a chaotic period for the liquor industry.

All kinds of passer-by brands have raised their prices indiscriminately. Anyway, Chinese people have a lot of money. Take Jiangjin Laobaigan as an example. During the Spring Festival in 2007, Feitian Moutai was only sold for 500 yuan, but Jiangjin Laobaigan actually launched a new product for 666 yuan, making a bold statement about entering the high-end liquor market.

Feitian Moutai: Why do you?

Classic Wuliangye: It's okay for me to be overtaken by Feitian Moutai. What do you want to do if you sell Laobaigan?

Jiangjin Laobaigan: Try to sell it, in case it succeeds.

The timing for Xianjiu Group and Wenjun Tianshu to enter the high-end market is just right, filling the vacancy in consumer demand for high-end liquor. When Feitian Moutai and classic Wuliangye were both sold out, people who wanted to buy high-end wine (in terms of price) could only choose Wenjun Tianshu, and its brand image positioning immediately became popular among the people.

If it is a few months later, the market price will be chaotic, and Wenjun Tianshu will only be lost to everyone no matter how expensive it is.

On the day before the Lantern Festival, Song Qizhi finally rushed back to his hometown.

Is it going well? Song Weiyang asked.

Song Qizhi smiled and said, It's still because you have a lot of face, this time you won 18 big hotels.

Of course, Song Qizhi didn't need to do sales by himself, but he went out this time to open up some special channels. Holding the business card Song Weiyang gave him, he called and made appointments for dinner one by one. When the other party heard that it was Song Weiyang's brother, they had to meet him to save face even if they didn't want to discuss business.

The 18 big hotels mentioned by Song Qizhi are all five-star hotels, guesthouses and high-end clubs.

Anyway, it's not just selling the Song family's liquor. Since Song Qizhi is personally involved, the hotel will go along with the flow and purchase some fairy wine and Wenjun wine for a long time. If the sales are not good enough, gradually reduce the amount of purchases in the future, and if they cannot be sold, then they will not buy next time.

The two brothers chatted for a while, and Song Qizhi said with a headache: I went to Lu Province once this time, and the sales situation there is the worst in the country, and the difficulty of opening up the market can be called hell.

Song Weiyang said with a smile: Although the Confucian family wine and the Confucian banquet wine have failed, the Lu wine is still very strong on the whole.

Qin wine, Qian wine, and Fen wine are also very strong, but the fairy wine can be sold smoothly, Song Qizhi shook his head repeatedly, Only the Lu wine occupies the place, and it is almost impossible to get in!

The liquor market in Lu Province is a bit like Bashu in the Republic of China.

The strength of the Sichuan army is not good enough to expand abroad, and the warlords from outside can't even try to invade. The whole Bashu is caught in the melee of local warlords.

The same is true for Lu wine at this time. It is difficult to sell to other provinces, but it occupies nearly 90% of the local market, and has countless prefecture-level brands. Local consumers don’t like to buy wine from other provinces, even wine from the neighboring city. How can you promote it?

Except for Moutai, which is relatively popular, Wuliangye is not easy to sell in Lu Province, and Xianjiu and Wenjun Liquor can only be sold in two or three big cities in Lu Province.

Only when you encounter this kind of situation, you will know how awesome Moutai is!

Of course, relying on China Tobacco's tobacco sales channels, Wuliangye has also entered this year, at least to sell the goods. Although there are still few consumers in Lu Province who buy Wuliangye, as long as the goods can be distributed smoothly, the market can always be opened little by little.

After making complaints about the market in Lu Province, Song Qizhi suddenly said, By the way, on March 1st, Xianjiu Group will hit the gong on the A-share market, so you can join us at that time.

Is it lined up so quickly? Song Weiyang asked.

Song Qizhi said: I've been queuing for almost a year, how fast is this?

Song Weiyang said: It's only a one-year queue to be listed in the A-share market, that's really fast.

Xianjiu Group has already obtained the approval document from the China Securities Regulatory Commission and has been waiting in line. Now it can finally be listed on the A-share market.

The family business went public, and Song Weiyang had to support it, not to mention that he himself had shares—the whole family had shares, including his sister-in-law. If Lin Zhuoyun had married Song Weiyang a few years earlier, he would have been able to share.