The blue of Yanghehai is difficult to return?

@新 新 新

Author 丨 Sakuragi

Edit 丨 Monthly

Since the beginning of this year, the competition of 100 yuan in liquor has become more intense.

During the exchange activities of Yanghe on May 23, 2022, Yanghe Group answered more than 100 questions from investors, and many of them pointed to the price of Yanghe Liquor at 180 yuan. Sea Blue of the Classic Classic Series.

One of the investors proposed that "the positioning of Sea Blue is increasingly prominent, and most of the company's attention is on the secondary high -end, but why is the market status of Haizhi's blue decline and when can the label of" advertising blue "be unable to remove? "

The blue classic series of Yanghe, the most beautiful period is the 1980s, the product is in short supply for a long time, but now as long as you look at the social network, the impression of Douyin and Weibo can find "the quality of the wine is not quality. Negative evaluations such as stability "," headache the next day ", and" dealer chaos ", the self -media self -media also use the history of" inventory of the decline of the sea of ​​the sea "as an account reserved program.

However, in the big cycle of the wine industry, when the bayonet is red, the major wine companies have launched a "dimension reduction strike" in the light bottle wine market. Laojiao and Zhenjiu Ying Shanhong released one after another. The competitors' imitation of the blue play of the sea of ​​the sea is making the inner roll of this price belt into the heat.

From the perspective of the first quarter of 2022, Yanghe's revenue of 13.026 billion, the revenue scale is still ranked third in wine companies, but it is reflected in the capital market. The market value of the third child in the industry is overtaken by Shanxi Fenjiu and Luzhou Laojiao. Compared with the industry's boss Moutai and the second child, the high -end progress of Yanghe has been unfavorable. Coupled with the competitiveness of low -end wine, can Yanghe in the future still stabilize the industry's third child?

The price of liquor 100 yuan has brought many newcomers

The first question faced by Sea Blue is how to cope with more and more inchors.

At the moment when the economy is down, it seems that the liquor industry is quite comfortable, but in the perspective of the old appointment of liquor bags, the business has also been stepped on the brakes. At the moment when the consumption power of the bosses declines, he puts a lot of inventory in his hands.

"Even Moutai's bottle opening rate is falling, and other brands can be imagined." Lao Ren said that he currently has a large amount of wine bottle inventory in the warehouse, and the furnace kiln can't even open it. The wine packaging and design companies around them are even more obvious. Some companies that can make millions of design fees last year have no orders as of the first half of the year, and the scale of production has exceeded 30%. "

Faced with the market downturn, the liquor brand's movement is the fastest.

On June 21, 2022, Luzhou Laojiao Big Guang Bottle strategic core item "Black Ga" was officially launched. Tmall's retail price is 108 yuan. When it breaks into such a price belt, it is determined under the high -end Luzhou Laojiao. Subsequently, on August 10, Zhenjiu held the National Chamber of Commerce Strategy, and the new brand "Yingshan Red" priced at 128 yuan was listed. The chairman of the company claims to cost 500 million yuan in marketing costs to create super large items, and the scope of launch also includes core high traffic such as "News Broadcast" and high -speed rail. Blue marketing hinterland.

Not only that, the opening of some emerging channels such as Douyin and fast -handed channels has also brought many small and medium -sized brand players to tear up some cracks at the price belt of 100 yuan. Taking Daqu Kunsha as the selling point, Fat Donglao as the "Kui Wu Chu" sauce wine brand, using Douyin as a new channel, based on cost performance as a selling point, priced at 116 yuan, and quickly accumulated a large number of users. It has become Douyin. "Net Red Wine".

The continuous invasion of high -end brands and the rapid rise of emerging channels are to use their own long boards to establish competitive advantages. In comparison, Yanghe is not satisfactory in these two aspects.

Taking brand channels as an example, a number of senior investors asked in the exchange meeting: "The official account of Douyin Yanghe shares, as well as the official flagship store of Yanghe, not only pays less attention, but also rarely introduces Yanghe wine. Where, Douyin live broadcast has been interrupted for a long time. "Among several head companies, Yanghe's online sales scale accounted for significantly. Especially during the prevention and control of the epidemic, online channels are particularly important, but the popularity of the online channels of Yanghe has always been sluggish.

So that there was a sentence circulating between Douyin's big V: "You can't say that Fenjiu is not delicious, you can't say that Yanghe is delicious, you can't say that Jiang Xiaobai can drink." But even so ridiculous, in the face of investors' doubts, Yanghe's answers always seem to just stay in comprehensive sorting out, standardize sales, and improve content.

In this background, looking back at the newly upgraded sea blue, to some extent, it seems to show the defense trend, and reviewing the entire sea blue 2022 brand upgrade conference, it seems that it is just responding to the various responses In terms of doubts, there seems to be not much direction for the next development.

In addition to the new forces and new marketing methods that make Haizhi's headache, of course, there are also their own illness.

Channel jumps, vitality injuries?

At a Yanghe communication meeting, a paper questioned, and the chaos of Yanghe channels was directly on the table.

"From my understanding of the situation, the price management of Yanghe shares is more chaotic in Xinjiang. For example, the price of the three crystal version of Hami Dream in Xinjiang is more than 700 yuan, and Dream Six is ​​more than 1,290 yuan. It is relatively transparent in the country and sells such a high price in Hami, so friends around you do not buy it, and Hami dealers rent a relatively large facade. It has seriously affected the image of Yanghe? How does Chairman Zhang think of this? "Of course, this is not the first time that Yanghe has faced channel management. China Merchants Securities Research Report shows that the changes in the channel dealers of Yanghe have experienced two experiences and have experienced two experiences. The key turning point. In 2003, Yanghe changed from a large dealer model to a 1+1 model. After 2019, it once again returned from the 1+1 model to the large dealer model (the main business, the supplement of multiple quotients).

The first change in 2003 brought rapid growth to Yanghe, but also laid a lot of hidden concerns.

The previous model of Yanghe has deeply cultivated fine distribution, but it has also brought obvious disadvantages. Almost treat the dealer just as the role of distribution, resulting in a very low profit of the dealer.

But as long as high -profit products appear, this model will be impacted. For example, the Yanghe wine industry in Jiangsu Province has encountered the rapid rise of this world. Because the profit of this world is higher than the Yanghe, the dealer's enthusiasm for the sales of Yanghe has declined sharply.

On the other hand, in this model, the team is too large, the management radius is too long, and it is also a lot of hidden concerns. Based on the development of the country, the sales team is as many as 30,000 people, resulting in the situation of sub -brands and fake goods. This situation has developed almost to the extreme in 2019, which is also the reason for the rapid decline of the ocean items, such as the blue of the sea.

The big dealer system that started in 2019 has solved the previous disadvantages to some extent, but from another perspective, the large dealer system has weakened the manufacturer's direct control, similar to the market price of Xinjiang in the previous period, and as well as the market price of Xinjiang, and as well as the market price of Xinjiang, and as well as the market price of Xinjiang, and as well as the market price of the Xinjiang market, and as well as The confusion of the product is inevitable.

From the performance of the dealers' strategy in recent years, although the scale has grown rapidly and achieved the third achievement in Yanghe in 2021, it can be seen from the growth rate of profit margins. It is not perfect.

Why can't Yanghe be like Mao Wuyi and adhere to its own channel strategy, but needs to jump repeatedly? Looking at the large amount of information of Yanghe, you can find that the delay of the cycle and the misjudgment of the product structure in the corresponding cycle have become the initiator.

In the history of Yanghe, Yanghe is good at the pits of headaches and head pain. The sauce is hot, and the new brand of expensive wine follows the trend. The price of 100 yuan is fiercely competitive. As a result, it seems that I have seen some changes in the short term, but at the moment, you need to be carefully cultivated, manage, and fight for efficiency.

In Yanghe's overall marketing plan for the new version of Hai Blue, Yanghe proposed four stages. First, the establishment of the new version of the blue price benchmark; the second is the establishment of the blue mouth of the new version of the sea; the third is the complete substitution stage of the existing realization; the fourth is the new version of the sea blue realization point.

This discussion is not like the upgrade of mature products, but more like a completely reshape of the brand.

Nowadays, the blue accumulation of the sea is difficult to return, and it seems that it has reached the point of restarting the stove. Whether or not more categories also need such a return furnace, which may directly affect the confidence of investors in the future of Yanghe.

- END -