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“茅臺現象”倍受關注
發布時間:2018-07-09   查看次數:1982

贵州快3 10YUE28RIWAN,GUIZHOUMAOTAIFABUSANJIBAO,2016NIANQIANSANJIDULEIJISHIXIANYINGYESHOURU266YIYUAN,TONGBIZENGCHANG15%;SHIXIANJINGLIRUN125YIYUAN,TONGBIZENGCHANG9%;YINGSHOUHEJINGLIYANXUKUAISUZENGCHANGSHITOU,YEJIXIREN。YUYINGSHOUHEJINGLIXIANGBI,QITAZHIBIAOGENGWEIQIANGYAN,JINGYINGXINGXIANJINLIU325YI,TONGBIDAZENG185%;ZHANGMIANHUOBIZIJIN620YIYUAN,TONGBIDAZENG103%;YUSHOUZHANGKUAN174YIYUAN,TONGBIDAZENG210%,ZHESANXIANGZHIBIAOJUNCHUANGLISHIXINGAO,XIANSHICHUCHONGPEIDEXIANJINLIU。

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贵州快3 DAZHONGXIAOFEISHENGJI,MAOTAICHENGGONGZHUANXING

白酒行業自2013年深度調整以來,以茅臺、五糧液等為代表的名優白酒銷量持續增長,價格回升趨勢明顯。據有關機構統計,自2011年至2015年,居民可支配收入增長79.5%,存款增加量增長101.7%,但茅臺終端價格下降約50%。
贵州快3 在“少喝酒、喝好酒、喝健康的酒”的消費理念帶動下,大眾消費的熱情被點燃,客戶覆蓋更為廣泛,研究機構數據顯示目前公務消費已不足1%。茅臺在1000元左右的終端零售價格,對于走親訪友、宴請賓客、結婚生子等場合,的確是更好的選擇。與往年相較,茅臺2016年整體呈現“淡季不淡、旺季更火”的特點。

贵州快3 YUSHOUZHANGKUANCHUANGXINGAO QUDAOSHANGXINXINDAZENG

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XILIEJIUBIAOXIANQIANGYAN JIANCHENGXINZENGCHANGJI

茅臺系列酒由來已久,從最早的茅臺王子酒、茅臺迎賓酒,到“一曲三茅四醬”,產品體系不斷豐富,但銷售規模始終起色不大。2016年茅臺在系列酒方面將原來的“一曲三茅四醬”品牌實施戰略調整為全面踐行“133”品牌戰略中的“33”戰略,即把“茅臺王子酒、茅臺迎賓酒、賴茅酒”打造成全國市場知名品牌,把“漢醬酒、仁酒、貴州大曲”打造成區域市場重點品牌;將王茅、華茅兩個品牌作為戰略儲備。今年以來,茅臺加強隊伍建設,調整市場策略,狠抓市場營銷工作,對系列酒銷售體系給予更大的主動權,實現系列酒快速發展,前三季度茅臺系列酒實現銷售收入14.6億元,同比增長67%。
贵州快3 行業研究機構普遍認為,白酒行業目前在總量上已經趨于飽和,但品牌集中度仍然偏低,在消費升級和品牌消費趨勢下,消費者會向優質、健康、品牌化的產品集中。這是茅臺發展系列酒的有利背景,也是培養新增長極的重要機遇。今年以來,茅臺實施的茅臺酒與系列酒“兩輪驅動”戰略成效得以顯現,未來發展空間被進一步打開。

KANDUOMAOTAI JIGOUCHIXUJIACANG

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