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春节白酒销售两重天:中小品牌打折 名酒不愁卖
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Topic: 春节白酒销售两重天:中小品牌打折 名酒不愁卖 (Read 113 times)
Mack1988
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春节白酒销售两重天:中小品牌打折 名酒不愁卖
February 02, 2018, 01:31:59 PM
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距离2018年春节仅剩下12天时间,而此时正值白酒的销售旺季。各个商家使出浑身解数,试图抓住春节销售旺季,实现佳绩。
《证券日报》记者浏览酒仙网、1919酒类直供、天猫、京东等线上平台发现,为了春节销售,商家打出礼盒装、秒杀、低价促销等手段均有使用。而区域酒企,更是绞尽脑汁,使出“另类”营销手段抢售。
在酒类电商平台上,送券、买赠、秒杀等依然是白酒主旋律销售手段。
酒仙网市场部相关负责人接受《证券日报》记者采访时表示,春节期间,酒仙网会参考酒企指导价,为消费者提供货真价实的茅台酒,飞天茅台在每天三个时间段限量抢购,价格为1499元/瓶。
在上述负责人看来,公司还做了快递倒计时活动,因为快递马上停运,做快递倒计时活动,协调快递公司让发往全国各地的酒比消费者先到家。
而在1919酒类直供,“年货节,大牌好酒1元抢”醒目的活动页面在1919酒类直供的首页上。在超级卖场内,超级大牌低至19.9元,图片包括茅台酒、五粮液和剑南春。
在京东酒水专区,美酒年货专场内,泸州老窖精品头曲D9,满699元减300元,点击进入显示满150元减149元的优惠券,另外,满399元减60元的优惠券等,而国窖1573礼盒售价为1888元。
值得一提的是,虽然上述电商平台都打出了春节促销的活动,但是对于一直处于缺货中的茅台酒,依然是一瓶难求。虽然茅台公司表示春节期间投放市场7000吨茅台酒,但是,在各大平台上,53度飞天茅台酒在大促的白酒名单中难觅其踪影,在京东等平台显示为预约销售中。
另外,洋河股份相关人士也对《证券日报》记者表示,虽然公司不能透露春节销售数据,但是,受益于消费升级,公司产品春节销售十分火爆。
在业内人士看来,2017年全年,白酒行业呈现出复苏行情,高端酒量价齐升,但是,对于小酒企而言,他们的日子依然不好过,因此,市场竞争也非常的激烈。
线上白酒销售红红火火,春节氛围浓郁,那么线下区域酒企的销售情况如何?
对此,山东温河王酒业集团总经理肖竹青接受《证券日报》记者采访时表示,公司今年春节期间,用酒大户企业直接对接酒厂B2B环节的业务量激增,去掉中间环节确保食品安全与保真销售,降低了用酒大户的采购成本。
而据记者了解,山东温河王酒业是中国酒业首创”分行业渗透与分圈层营销”模式的企业,其本质是增加与各行各业消费阶层见面的时间机会和空间机会,因为接触频率与好感成正比,如今看来,温河王酒业从渠道驱动转型为消费者驱动已经初见成效。
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