The new strategy of Maotai marketing has achieved remarkable effects of customized wines increasing

Since the end of 2012, the Chinese liquor industry has been subjected to plastic agents, "Three public consumption" restrictions and prohibition of a series of repression, liquor industry has lasted nearly two years of "winter", in this difficult period, including Maotai, the whole liquor market is facing enormous challenges. Fortunately, from 2013 onwards, Maotai quickly faced the market situation, began to implement a marketing strategy transformation, in today's view, Maotai to take a series of transformation measures. The layout of Maotai Marketing Strategic transformation Strategy Zhengenguo, chairman of Guizhou Maotai Company, said during the May 2013 Moutai shareholder meeting that the company had made a decision to change the consumer group, from the original business consumption to the public consumption. Zhengenguo said, "The original Maotai only higher end, now by the industry adjustment period of marketing structure transformation, exerting new channels, from high-end consumption to mass consumption, business consumption, household consumption, individual consumption, and will also through the product structure adjustment, increase the proportion of mid-range products." In respect of market law on the basis of in-depth development of ' eight marketing ', to carry out the transformation of consumption, shun price control, small profits but quick turnover, diversification of growth to find growth. After this, Maotai aims at the business consumption and mass consumption market in a timely manner to reshape the product system and optimize the product structure. July 2013, Maotai and Jiuxian network to reach strategic cooperation, including Han sauce, ren wine, flying, vintage wine, including Maotai shares of the full range of products will be in the Jiuxian Network and Jiuxian Network formed a strategic alliance with more than 10 platform sales. By the end of 2013, from the annual sales performance, Maotai's transformation has been very effective, withstood the central limit of three public consumption impact, and gradually completed from government consumption to high-end business consumption and mass consumption transition. Although the beginning of this year Maotai has been lifted and Jiuxian network of cooperative relations, but Guizhou Maotai Company's wholly-owned subsidiary-Renhuai Wine Maotai e-Commerce Co., Ltd., still long-term official operation, authorized a number of network power platform. Maotai in August this year issued a notice said, "will increase the power of the platform to promote, to provide consumers with convenient shopping channels, quality products and services," and remind consumers through the official formal online shopping platform to buy products. Just a few days ago (December 5), Maotai company also opened the online Mall of China Merchants Bank Maotai flagship store, further expanding the network of Maotai sales channels. The strategic transformation of Maotai marketing strategy into custom wine January 18, 2014, Maotai Group is to announce the establishment of personalized wine customization company-Guizhou Maotai liquor personalized Custom Marketing Co., Ltd., Maotai Custom Wine Company is declared to be targeted at global celebrities, SME owners, individuals and family customers, channel customers, Government or group customers to provide a variety of quality Maotai and a series of wine customization services, such as regional geographic and historical and cultural customization, enterprise-specific customization, special day customization, large-scale event customization, personalized fashion customization. Maotai's move shows its intention to further short-based high-end business consumption and personal consumption markets. Zhengenguo, chairman of Maotai Group, said at the time of the establishment of the custom Wine Company, "IWe now need to give individual consumers more choice than to rely solely on official consumption to boost sales. Zhengenguo said at the time, "our goal is to achieve 1 billion yuan in the custom wine business this year (i.e. 2014), and we expect sales to reach 50 to 10 billion yuan in the next 3-5 years." Because Maotai custom wine is the customer directly after ordering products, do not enter the circulation link, not in the market sales, objectively formed a "winery-consumers" face-to-face transactions, all the custom liquor business by personalized customized marketing company centralized management. Traditional dealers still continue the original product line and sales model, conventional product sales and custom wine sales in principle will not conflict. In this way, Maotai company has not only developed a new consumer groups to improve performance, but also continue to maintain the normal operation of the original sales channels, two channels to complement each other and common development. Although the custom liquor in the liquor industry has a long history, Luzhou old cellar, Du Kang, West Chicken, Yanghe and other well-known wine enterprises have waded into the custom wine, but Maotai personalized Custom Marketing Co., Ltd. Deputy general manager Cai has to the media, Maotai custom wine Advantage lies in product quality and brand value, purchase a price level of custom wine, Maotai custom wine is more cost-effective. And, Maotai custom wine has point-to-point perfect logistics distribution system, and consumers zero-distance contact. And this November, Maotai custom Wine Company launched the first large altar products-national wine, in a predetermined period to achieve 1 altar set, small profits but quick turnover, to meet the general public for Maotai high-end customization needs, this matter in the community has also aroused great concern. Maotai Marketing Strategy Transformation Success Although the current specific sales of Maotai wine is not conclusive, but from this year's various external information to see, can be sure Maotai 2014 in the business and mass consumer market will certainly achieve good results. China Food Circulation Association President He Jihong has pointed out that Chinese liquor is an important part of Chinese traditional culture, originated from the people, created in the people, sky-high liquor will only make the industry road more narrow. "The famous wine also wants to return to the folk, return to the populace consumes the track." It can be said that Maotai's "consumption transformation, small profits but quick turnover" strategy to support the strategic transformation of Maotai well. The year will come, the annual summary harvest season is coming, I believe Maotai company in the near future will issue a satisfactory annual sales report.