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授权机制受阻 娃哈哈或退出白酒行业
2017-08-23 10:35:17 中国经济网
杭州娃哈哈集团有限公司(下称“娃哈哈”)曾耗资150亿元布局白酒产业,然而,近日有传闻称娃哈哈将退出中国白酒行业。
长江商报记者尝试联系娃哈哈集团,但截至记者发稿,未收到对方回复。而娃哈哈品牌部相关人士此前接受采访时说道,公司的白酒业务仍在正常有序地开展,与相关合作方依然保持良好的合作关系,而综合考虑各方面的市场因素,适时调整白酒业务的经营模式,完全是一种正常的商业行为。
但是记者发现,娃哈哈官网的“品牌产品”里并未对旗下的白酒产品——领酱国酒进行展示,而且酒类产品也只有宗氏的啤酒,没有领酱国酒。从2013年到2014年期间4年的时间,娃哈哈的白酒领酱国酒慢慢淡出了大众的视线,到底是什么原因造成了娃哈哈白酒今天的局面?
白酒专家蔡学飞表示,娃哈哈之所以投入巨大但多年后仍然无法打开市场,其中就有渠道不匹配的原因,娃哈哈是以饮料类的产品为主,其经销商也都是传统饮料类的经销商。酒与水可以共享渠道,但并不代表同一个团队既可以做水又可以做酒,这是无法胜任的事情。娃哈哈曾为了调动经销商的积极性,做联销体模式,但这并未解决经销商内部分工问题,所以无法让酒类产品在水类渠道上实现营销落地。
中国食品产业分析师朱丹蓬在接受长江商报记者采访时表示,“娃哈哈企业一直都想开拓多元化领域,从童装到白酒、葡萄酒还有购物中心等,而白酒领域没有完全打开的最关键原因还是人才、授权机制受到了阻碍。”他还认为,娃哈哈同时也看到了渠道的变化和新零售的崛起,未来整个娃哈哈重点会放在一二线市场以及在新零售通路的布局上。
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