Platinum Wine PK Gold Wine: Two major marketing system sparks

Maotai and Wuliangye Health wine confrontation behind, is Chi Fang and Shi Yuzhu mode pk is not a friend gather. Region adjacent to Maotai and Wuliangye in the field of health wine and launched a new round of PK.　　In October 2008, Wuliangye joined hands with giant group launched the "China's first functional white wine" of "gold liquor", recently Maotai announced its health wine "Platinum Wine" officially listed. Whether from the name, formula, wine master packaging, advertising words ...　　Platinum Wine design routines are clearly targeted at the gold wine suspicion. Since 2009, Wuliangye push sauce-flavor liquor to Maotai, both sides on the "Maotai to protect the liver," the curse of the war, both sides increasingly frequent.　　This time, Maotai, please come to the marketing industry senior personage Cai Fang new pk Shi Yuzhu, a battle on this start. Cai Fang New vs Shi Yuzhu in the packaging of Wuliangye Gold wine, label the wine company name is Shanghai Gold Partner Biological Technology Co., Ltd., Wuxi Kin Reiter Industry Co., Ltd., and Wuliangye is only OEM (commissioned processing).　　In the Shi Yuzhu and wuliangye cooperation, Wuliangye is only a production side, "Golden Wine" marketing and sales rights in the hands of the Yuzhu. But platinum wines are different. Maotai Group Health Wine Co., Ltd. Operations director, Beijing office director Chen told the "China Business newspaper" reporter, Platinum wine belongs to Maotai Group, the manufacturer is Maotai Group Health Wine Co., Ltd., its operating team is responsible for platinum wine sales marketing.　　Beijing Deweisen Technology Development Co., Ltd. Chairman Chi Fang for Maotai Group Health Wine Co., Ltd. marketing consultant. But Chen confirmed, to back good, good record star, Tsinghua Eye treasure, such as actual combat marketing famous Chi Fang This is the white wine marketing system Designers. "Foreign aid" Cai Fang new clearly is Maotai please pk "Hype Master" Shi Yuzhu. According to the industry, Cai Fang new marketing is the usual way to fast forward the play, fast in the market formation scale to make money back.　　He handled the back of good marketing model is: products for the device, demand for the road, relying on soft wen + hard advertising to start the market, accurate interaction, providing value-added services. Shi Yuzhu's brain platinum pattern is: Advertisement bombing + spread channel.　　Gold wine may be "the third generation of brain Platinum". Beijing CBCT Brand Marketing Organization Chairman Li Zhiqi analysis, Platinum wine design routines are obvious for gold wine: from the name, Platinum wine on gold wine, "texture" is a bit higher; from the ingredients, gold wine appeal to five kinds of food, six taste tonic. Platinum Wine is 18 Chinese herbal medicine "light Side nursed", Platinum wine is "more bullying", from the wine master packaging, see: "Gold Wine" is to master Wuliangye top secret formula of the Chinese wine Master Lin, "Platinum Wine" Please is once to Nixon, Kim Il-sung modulation of the wine Maotai liquor master Wang Daoyuan.　　Platinum wine everywhere to suppress gold wine. In this respect, Chen did not deny: "Earlier some brands for the market to do the cultivation work, we also need to occasion exerting force."　　Maotai in the potential to borrow Wu Liang Ye. But Wuliangye Gold wine since 2009 has been out of sales information. October 28, 2008 in signing a and wuliangye up to 30Years of strategic Cooperation Agreement, Shi Yuzhu had wanted to rely on the Spring Festival period to gain 1 billion yuan. But the actual sales of gold wine in July 2009 were only 700 million yuan.　　Some people even blew up a lot of dealers to complete the actual sales of gold wine is only about 10% of the inventory. Li Zhiqi analysis, Gold wine is indeed Shi Yuzhu with similar manipulation of gold partner, such as several products progress slowest. First, because of industry choice, the crowd of health wine is narrower than that of the gold partner. Secondly, the gold wine Walk the route of gift marketing, but the wine consumption culture varies greatly in different places.　　Gift wine in the structure of wine industry, the share of small, only Shi Yuzhu, want to reverse the structure of wine industry is very difficult. This situation is also placed in front of Chi Fang, Chen. How to locate health wine? Selling health care or liquor? This is a key step in the marketing of health wine. The industry to the Shi Yuzhu to gold wine positioning has differences.　　Located in China's first functional liquor of gold wine is the history of style, health care products, gifts demand priority in liquor appeal. Chi Fang The answer is: Platinum Wine positioning "gift health wine." The outside world is questioning the main object of the gold wine is not differentiated. is still mainly middle-aged and old.　　But Chen hopes to attract women, sub-health people and younger groups. From the channel view, the main channel of gold wine is ultra, which is different from the traditional health wine main pharmacy channels, and liquor is the main catering market. Ultra is relatively convenient for consumers to buy.　　Platinum Wine also gives the same path, walk Ultra and Nanyan liquor store. But the position of platinum wine also obviously has the potential to suppress gold wine. When the Golden wine advertising word is "send parents, Golden wine", platinum wine is simply "gift upgrade, this year popular platinum wine." "Upgrade" becomes the core of platinum drinker and gold wine. This includes a quality-nursed upgrade of the palate. From the taste to see the taste of platinum wine more emphasis on the taste of Maotai, different from gold wine is very strong medicine.　　This was repeatedly mentioned at the Platinum Liquor Dealer Conference.　　Chen that the current decline in sales of gold wine is due to its taste is not attractive to consumers, resulting in two of the decline in purchasing power. It is understood that the current platinum wine is the main push Henan Zhengzhou model market. Chen introduced, the reason is that Henan is maotai consumption of the first big province. And October 2009 in Henan Market will hold a sugar liquor conference.　　Cai Fang New Hope through the Mid-Autumn Festival and National Day occasion open the situation. Maotai vs Wu Liang Ye as early as in 1998, Guizhou Maotai has formulated to health wine, dry red, beer field March planning. But it was not carried out. Maotai Group Health Wine Industry Co., Ltd. chairman Zhangcheng told the "China Business newspaper" reporter, "2008 Maotai Health wine sales of 300 million yuan, the group's contribution of about 3%."　　"And with the listing of platinum wine, the company's former health wine products will be discontinued." "Platinum Wine is Maotai Group to fully enter the Chinese health wine market signs." "Maotai Group deputy general manager Des said. "We used to build highways, this time we're going to build highways." Zhangcheng so annotation platinum wine and previous Maotai health wine is notWith。　　Same as Maotai, in the Golden Wine before, Wuliangye has tried to flourish hair, male wine, Tibetan secret Kang You and other 23 kinds of health wine products, 2007, Wu Liang Ye had teamed up to be good at marketing of the chapter Light 101 launched thousands of nutrition wine, but finally nothing. Li Zhiqi that the quality of Maotai and Wuliangye products can naturally provide a strong bargaining power for its health wine, to enhance value-added.　　But the relocation of the consumer group after the division and the original value of the brand to match is Maotai Wuliangye most need to consider. These years, Maotai and Wuliangye dispute has been constantly. Li Zhiqi that the development of Maotai these years can be summed up as a steady, and Wuliangye is more flexible, a lot of brands.　　From the market View, 2008 Maotai Business income for the first more than Wuliangye, net profit than Wuliangye 1 time times higher than. China Jin Liquor brand manager Xu Yang that, "Maotai, Wu Liang ye do health wine, can jointly cultivate the market environment." ”