Watch Wahaha enter the liquor industry

The current Chinese liquor market is exactly the response of the season – late autumn bleak. Plasticizers, Sangong consumption, blending of chemical raw materials, China's macroeconomic turnaround, and excess capacity in the liquor industry have all exhibited in this flourishing industry. This autumn, the joy of harvesting has not reached the bleakness of the industry. At this time, Wahaha this fast-selling industry beasts to 15 billion huge sums of money invested in the construction of the Maotai industry in Guizhou Maotai generous, in a tough trend of contradictory fashion, so that the industry shocked the abundance of beasts cross-border investment analysis.

Sing many people have, singers have it. Among the many opinions of singers, the theory of winter in the liquor industry, the mismatch between the middle and high-end sauces and Wahaha original channels, and the success of the cross-border capital represented by Lenovo and Weiwei are very successful.

As the saying goes, when winter comes, can spring be far behind? The author believes that Wahaha's rich experience in food production management, large-scale sales channels, and the integration of Wahaha's traditional strengths with the characteristics of the liquor industry after entering the liquor industry, make him a good SOOT analysis of the liquor industry, and it may be in liquor. Winter has accumulated enough energy to welcome the new pattern of the industry in the spring.

The author believes that for Wahaha, the road to enter the liquor industry will not be smooth. The depth adjustment of the liquor industry and the unique product attributes, there are still many uncertainties in cross-border entry. Compared with the cross-border capital, Wahaha's industry is still more stable.

Wahaha's entry into the liquor industry is the heart of Sima Zhao. Zong Qinghou is one of China's most outstanding private entrepreneurs. The efficient entry into the liquor industry must have contributed to achieving an annual sales of 100 billion in Wahaha for 15 years. When it is time for us to achieve such a goal, Wahaha must quickly integrate, quickly build teams, and push products quickly in order to contribute to Zong Qinghou's goal through the cross-border liquor industry:

First, rapid integration: Wahaha enters Maotai Town, China’s base for wine and spirits. If land is acquired, built, brewed, stored, blended, and produced in an industrial park, the Wahaha has a high efficiency of five. After the product is released in a year, it is apparent that liquor cannot contribute to Wahaha with a sales target of 100 billion. Therefore, the rapid integration of the existing brewing resources in Maotai Township will be the best choice for Wahaha. At the same time, the integration of the base wine is also of utmost importance. Wahaha can make sauce, and there is no sufficient base wine storage. In the early stage of Wahaha's entering the Maotai liquor market, the medium-rank Maotai brand should first be introduced. At this time, the shortage of base wine in the Wahaha cellar is a short board. Therefore, when integrating wine resources, it should also integrate high-quality base wine resources.

Second, to build a team: Wahaha mineral water has its product properties, Wahahaqwas has its product attributes, Edison milk powder has its product attributes, the same liquor also has its product attributes. Wahaha launched the “White Mellow Alcohol” liquor in Chongqing in 2004, and there has been an intersection with Jinliufu in 2004. But first, there was no success. Second, it was a long time ago. The reserve of Wahaha liquor professionals was obviously insufficient. Therefore, how to quickly integrate white spirit professionals and integrate them with the original marketing management team in a short period of time, and be able to efficiently cooperate with each other? It is the key to the success of Wahaha's cross-border success. The most simple product division in the liquor industry is threefold: the fragrance type is mainly in the north and the mass market; the wide consumption group is also wide in the fragrant consumption area; the Maotai type mainly focuses on middle and high-end products and political and commercial markets. Different product marketing modes and customer groups are also different. Their professional teams are also relatively different. Therefore, Wahaha should integrate the industry elites of Maotai Liquor. There are not many national brands of sauces, and they are more than Maotai, Liquor, Taiwan, and Taiwanese wines. to represent. This analysis shows that Wahaha’s most efficient talent integration can be considered simultaneously with M&A. It is when considering the acquisition of wine companies that human factors are taken into consideration. There are thousands of small and medium-sized wineries in Moutai Town, and a large number of talented young people with professional experience and talents have been nurtured. The production team of Maotai wine production. If such companies are integrated, people will be integrated into the team as resources, which is a double-edged sword.

Third, fast push products: high efficiency promotion of products is Wahaha's strengths, from the recent Wahaha launched Guevas and quickly lead the market to see Wahaha to promote product strength. It should also be noted that although the kvass drink as a Russian traditional drink has entered China for hundreds of years, it is only Qiulin in Harbin, and has a certain market in the northeastern regional market. Wahaha is promoted to the national market and new products enter the market segment. , using Wahaha's mature channels and advertising marketing to make it quickly successful. In contrast, Edison's milk powder, the same channel advantages and advertising marketing promotion, has not yet been profitable for the current three years. Why? Because the milk powder market is a mature market, there are a large number of dominant products with strong brands, and the entry entrants have a higher threshold of competition. The liquor industry and the milk powder market are relatively mature markets, and the liquor industry is even stronger, such as Maowujiansu. Wahaha launches its flagship product is not so easy. Full market research, reasonable product positioning, suitable marketing model, efficient promotion program, and mature background guarantee. Wahaha's strengths in manufacturing, promotion, and protection are even greater challenges in terms of market analysis and product positioning. This is based on Wahaha's cross-border context, which clearly increases the difficulty of Wahaha's rapid launch of excellent products. If the products launched can have their own unique selling points and tastes, and can be quickly introduced into the market, Wahaha will establish a new competitive landscape across borders. On the other hand, if products are introduced only for the rapid introduction of products, there will be no highlights or selling points, which will affect Wahaha's brand image and there is a risk that it will not be achieved. So fast is based on good speed.

In short: Wahaha enters the liquor industry and is undoubtedly a warm sun for the liquor industry in the late autumn. The Chinese people's three-thousand-year liquor culture, China's 400 billion wine industry market, and the high-end brand image of Maotai liquor will all be fertile ground for the cross-border development of Wahaha. It depends on how the Wahaha seedling was cultivated from this fall.