There are ancient Yue Longshan and Jinfeng wines, followed by Hueiji Mountain. Recently, the website of the China Securities Regulatory Commission disclosed the initial public offering prospectus (submission draft) of Huijishan Shaoxing Wine Co., Ltd., and Qi Jishan intends to list on the Shanghai Stock Exchange.
Although it is also one of the “elders†in the rice wine production enterprises, the reporter learned from the mouth of the Shaoxing Rice Wine Association that the ability to build sales channels for Huijishan was very weak because the company’s marketing executives had not engaged in beverage business before entering the company. Rice wine market operation experience.
The above-mentioned industry figures emphasized that “the marketing spirit of the company’s marketing personnel is not strong enough, and the marketing team is not professional and unstable, resulting in insufficient confidence in the distribution customers. Coupled with many people leaving this year, the quality of the products is going downhill. If the Jijishan continues Maintaining the current marketing ideas is almost impossible to digest the project's production capacity."
"Supporting Angle" Kuijishan
Yellow wine is mainly divided into traditional and Haipian. Among them, Golden Maple Wine is representative of Shanghai Yellow Rice Wine, while Gu Yue Long Mountain and Kuaiji Mountain are traditional yellow wines. Rice wine consumption generally shows obvious regional consumption characteristics.
Recently, the reporter visited the Nanjing market and found that Gu Yue Long Mountain occupies eight points in Shang Chao Chao. Kuiji Mountain has almost become a supporting role.
Take a large-scale warehouse supermarket on Longxu Middle Road in Nanjing as an example. There are 8 kinds of shelf products on Guwang Longshan, and there are only 2 types of Kuiji Mountain, namely 500ml bottle of pure Shaoxing wine and 5 years of classic aging and 700ml of 12 years Shaoxing Huadiao wine gift box.
A person in charge of a liquor distributor in Nanjing told reporters that at present, Nanjing, the largest rice wine agent on the market, is Nanjing Su Tang Tangjiu Food Co., Ltd., and it mainly represents Gu Yue Long Shan. Some dealers act as daughters, towers, etc. Only a small company is acting at Chaishan, and the number of agents is very small.
It is worth mentioning that the prices of Cezanne products currently on the market are generally higher than Gu Yue Long Shan. Taking the case of Huijishan’s flagship product for five years as an example, the retail price of Shangchao Channel is RMB 22.2 per bottle, while Gu Yue Long Shan, which is sold in the same channel, is the highest bottled retail price of RMB 19.8 regardless of the year and the packaging.
Supermarket sales staff reported to reporters that consumers in the markets outside of Zhejiang and southern Jiangsu have low awareness of the brand.
Foreign management marketing?
With regard to the current decline in marketing of Kejishan, the Shaoxing Rice Wine Association’s industry leaders will target the company’s “head of marketing†and “marketing team.â€
“The sales manager of Huijishan had never had a drink business before entering the company and had no knowledge of the operation of the rice wine market.†The above-mentioned industry sources told us, “The company’s marketing manager has been in service for five or six years, but these years There are no bright spots in the expansion of sales channels."
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