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央广网厦门9月15日消息(记者陈庚 郭婕妤)“中国白酒市场一年有6000亿的份额,我们还不到1%,还有很大的努力空间。”在昨天下午举行的“金砖辉煌映鹭岛 金酒共襄盛世宴”发布会上,金门酒厂(厦门)贸易有限公司总经理谢世杰表示,未来将加大行销力度,利用电商平台、KA卖场、大陆总经销、区域代理等渠道线上线下齐发力,希望在大陆市场有更多斩获。
谢世杰介绍说,作为台湾白酒第一品牌,金门高粱酒进军大陆市场已经十多年,最近还在2017年金砖国家工商论坛欢迎招待会上亮相。为了让更多大陆同胞认识、喝上纯正的宝岛好酒,去年以来,金门酒厂重新挑选经销商,在大陆四五十个城市重新布点,还与北京鹿鸣乐福公司签约,首度采取大陆地区总经销的模式,希望进一步打开市场。
此外,金门酒厂也注重利用大陆电商平台拓展销路,“我们去年也开始发展KA卖场、电商平台,在天猫、京东上都可以买到金门高粱酒,去年电商和KA渠道的销量占了一半强。”谢世杰透露。而为了加大对年轻消费者的吸引力,金门高粱酒也在尝试推出低酒精度、小瓶装的产品,以更加契合市场需要。
金门酒厂董事长张鸣仁告诉记者,台湾没有在线上销售酒类产品的习惯,他们看好大陆线上线下联合推广的模式,关键是要明确不同销售渠道的定价,形成合力。通过“本土化”策略,使得产品更加接地气,口感更符合目标消费群体的需要,才能做大。下一步还将积极布局海外,从东南亚、美国和加拿大等国家和地区开始,借由金砖国家的对接,让金酒品质及口碑走向世界。
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