Liang Ye's price adjustment silver base realizes the turning loss

Recently, Wuliangye largest dealers silver Base group released performance forecasts, as of September 30, 6 months, the group's interim results to achieve loss. Liquor experts pointed out that the loss of silver group and the recent price adjustment related to Wuliangye, high-end liquor prices released a part of the demand, silver will help restore the industry confidence, Wuliangye price adjustment strategy is also worth the industry to learn from. Since 2012, the development of the liquor industry has become rugged and bumpy under the influence of the national policy regulation and the social consumption decline. Data show that 2013 1 to April, the national liquor production reached 3.819 million liters, the growth of 6.9%, the growth rate of 10.36% year-on-year, the Chinese wine industry, "golden Decade" of the outbreak of the total end of the liquor industry into a deep adjustment period. Wuliangye as a liquor industry leader, in this particular period, the most affected in the depressed liquor market is the phenomenon of high-end liquor, make a decision: "Face the industry challenges, the company's high price products will be equal to the sale of High-value products, and strive to build regional and medium and high price brands, improve sales, At the same time expand the market share of low-priced products. Last March, Wuliangye five strategic brand new listing will be held in Chengdu, clearly put forward to focus on resources to create Wuliangye, six and liquid, five-grain spring, five-grain alcohol, mian-Rou-jian five strategic brands. Among them, the low price of wine "Mian Rou-Zhuang" listed in the first month to achieve sales revenue of more than 50 million yuan. July, Wu Liang Ye also launched the "Five Grain tequ", "Five grain first song" and other strategic price new products, compared to the previous positioning of the product alignment of high-grade crowd, high consumption level, the new target of the consumer population is more widely and more stable, the price is also within 500 yuan, making Wuliangye last year to inventory a considerable amount. This May, Wuliangye Company in Wuhan Marketing Conference announced price adjustment, 52 degrees of crystal bottled Wu Liang Ye (hereinafter referred to as the five) ex-factory price of 609 yuan/bottle, group purchase price of 659 yuan/bottle, retail price of 729 yuan/bottle, and prior to its ex-factory price of 729 yuan/bottle, retail price 1109 yuan/bottle. At the same time, the adjustment of Wuliangye 1618 of the ex-factory price, the group of prices, suggested retail. Wuliangye Group in a series of strategic adjustment and price adjustment, silver finally reversed the loss of the situation, liquor industry has gradually emerged from the downturn stage.