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限供停供 国窖1573饥饿营销挺价
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Topic: 限供停供 国窖1573饥饿营销挺价 (Read 103 times)
dudu131418
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限供停供 国窖1573饥饿营销挺价
January 29, 2018, 05:51:51 AM
#1
1月27日,泸州老窖国窖酒类销售股份有限公司(以下简称“国窖销售公司”)发出通知,即日起,停止接受国窖销售公司西南区域订单及发货。北京商报记者就此采访泸州老窖相关工作人员,对方以无权发言为由拒绝回应。有经销商指出,泸州老窖大本营市场限供、停供国窖1573,或计划通过削减低价区的库存,为节后涨价铺路,持续推进“对标策略”。
通知称,由于春节旺季市场需求过大,而公司产能有限,为保证西南区域各经销客户能在春节期间按照公司价格体系顺价销售,并保障各渠道的合理利润,因此暂停西南区域订货发货。业内分析,控量挺价是国窖1573近两年来的常规动作,因此春节后涨价的可能性很大。而国窖1573局部市场涨价可能会促使窜货现象加剧,扰乱市场秩序。
据不完全统计,近两年来,泸州老窖调整动作频率高达近18次。据不完全统计,2016年,泸州老窖针对国窖1573实行停供、涨价达9次;2017年,国窖1573同样经历了9次调整。曾有国窖代理商反映,厂家频繁停货涨价,新旧价格之间的周期较短,消费者需要时间适应。
白酒营销专家晋育锋表示,虽然控量涨价是酒企调节市场时不可或缺的手段,但厂家频繁涨价很容易使经销商吃不消。价格是调节市场供需的杠杆,主要分为自下而上的指定性提价和市场性提价两种,目前高端白酒市场上能够完成自下而上市场性提价的品牌只有茅台。产品提价的程度,不完全取决于厂家单方面的行动,还需结合市场实际供需、品牌号召力以及价格主导权。酒企想要靠一纸文件带动市场价格,不太现实。“需要注意的是,西南片区作为泸州老窖的主销市场,投放量较大,如果年后进行局部市场提价可能会对全国市场价格体系形成连带影响,同时加剧区域市场之间窜货的现象。”
截至目前,国窖1573的官方售价定在969元,但经北京商报记者调查后发现,国窖1573的零售价实际在840-969元之间,而经销商喊价969元的情况较少。一家成都区国窖1573专卖店负责人告诉北京商报记者,厂家要求价格在969元/瓶,但是到店客户均可以840元的团购价购酒,且货源比较充足,10箱、8箱的量没有问题。同时另一家北京区高端酒水经销商指出,国窖1573零售价最低880元/瓶,今年春节前国窖1573的销量走势不是很好,北京高端白酒市场仍以茅台、五粮液为主。
白酒营销专家蔡学飞指出,从泸州老窖目前的财务报表来看,国窖1573春节后涨价具有一定市场基础。只是泸州老窖的高端产品结构比较单一,国窖1573在千元价格带竞争力不足。过于频繁地进行跟进式涨价,很有可能出现价格虚高情况,在还没有稳固新客群的同时,使原有客户流失,不利于国窖1573的发展。但就消费者角度而言,个人支持泸州老窖2018年适当地保持涨价步伐。准确来说,茅台在超高端白酒市场一家独大,此时让消费者对高端白酒的选择呈现多元化,有利于行业价值回归,对品牌而言也有助于价值提升。
但晋育锋表示,“当下很多酒企认为高端白酒复苏步伐加快,便纷纷搭上涨价的车,但从整体行业发展现状而言,想要与茅台拉近品牌距离是不现实的事情。国窖1573在高端白酒市场不具有不可替代性,价格一味上涨不利于品牌发展。相比涨价,泸州老窖更应该夯实消费市场基础,正确认识这轮高端白酒市场复苏以及自身品牌在行业竞争格局中的位置”。
linlin69708
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Re: 限供停供 国窖1573饥饿营销挺价
January 29, 2018, 05:59:56 AM
#2
高端白酒市场复苏以及自身品牌在行业竞争格局中的位置”
hanley88
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Re: 限供停供 国窖1573饥饿营销挺价
January 29, 2018, 07:58:50 AM
#3
竞争力不足
sdzz
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⇾
Re: 限供停供 国窖1573饥饿营销挺价
January 29, 2018, 07:59:04 AM
#4
越是买不到,越是有人买!
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