Liquor brand marketing of the region collapsed enclosure direction
In recent years, China Spirit Market gradually formed a new round of competition pattern: 2 Wine Rise one after another, the state liquor operation of the market one after another aside your traditional moves sink end, the national brand and the emergence of a number of accumulation began to pay attention to the size of regional markets, regional brand, "Regional is king" is becoming more apparent, guerrilla brand pervasive, regional local brands are enormous market pressure.
From a large environment, this is a good thing, but the specific micro view of competitive pressures drinks company, bought the effectiveness of shop mode is gradually weakened, the trunk project has shown a rampant trend of effective competition means going? It seems that most liquor companies, especially Chinese SMEs are collectively into the regional competition puzzle.
Regional wine competition in the current situation facing
Present, the living environment for regional wine brands is changing the face of the formation of several national industry competitive pressure:
The formation of regional strength of the market segment;
Wines strengthening plate; State wines and local names; wine competition between
The emergence of alternative types of wine;
Trunk works flooding; The rise of a strong dealer;
Promotions and progressive proliferation of pervasive poor;
Deep-seated contradictions between the manufacturers. Be seen from the above variety of competitive dynamics, competitive spirit, "base" phenomenon is being strengthened, competitive spirit has been strong from the past than the single Sell Into the competition for resources during the sales period + strong. As the base phenomenon and strategic expansion of liquor market competition started taking the extensive time has past, fortification enclosure time has come.
Regional wine competition resources Regional white face of foreign brands have some incomparable advantages:
Known a long time, or building quickly and site geopolitical influence is huge and visible (this is the best hard Advertisement )
Local social relations and recognition (of course, local enterprises must be based on a certain scale, the self-employed would still be difficult to see on the local upper class, and other resources)
Channel relationships mature, high acceptance, service capacity is relatively better
Advertising resources can save trouble and effort of some
Simple channels, operating and profit margins make arrangements for a large number of Marketing Activities quickly and easily, or even the activities of monopoly by the first
Relatively easy to investigate counterfeiting and FALSIFYING
But there are also some disadvantages:
General, the limitations of thinking big real estate brand marketing, to market ability, nepotism, complex human relations, there are many wineries in the local state-owned enterprise restructuring, enterprise and personnel structure, there are obvious characteristics of official position. These enterprises are often inefficient and slough off responsibility, is also an important factor can not be neglected, compared with foreign brands operating in the local investment, which is often an invisible resistance factors.
Operational personnel associated with the local and regional distributors are familiar with the plan easy means of changing commodity counterfeiting and the impact of sales, complacency in the relationship between sales and the operation of the market is not willing to elaborate.
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