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古井贡酒根据地安徽市场份额承压 与口子窖激战

2017-09-06 18:22:06   中国经济网

面临内外的竞争压力,古井贡酒一方面持续推进产品升级,另一方面在渠道上加强对经销商的管控。

“现在只能代理古井贡酒的某一个品牌,而且只能在某一个区域销售。”郑州一位古井贡酒的经销商说,当前古井贡酒对经销商管理很严,如果超出代理区域会受到处罚。随后,记者以经销商的身份,联系古井贡酒的招商经理,对方表示,现在只能代理古井贡酒的一个品牌,而且是新产品。

与此同时,古井贡酒布局全国化的步伐也未曾停止。2016年4月,古井贡酒与黄鹤楼酒业签订战略合作协议,收购后者51%的股权。此举被业内解读为古井持续布局全国化的标志。被收购的黄鹤楼酒业对未来五年做出了业绩承诺:股权交割日后五年内,黄鹤楼酒业承诺营收分别为8.05亿元、10亿元、13亿元、17亿元和20.4亿元。而2017年上半年,黄鹤楼酒业营收为3.47亿元,这也意味着下半年黄鹤楼酒业必须完成4.58亿元营收,才能完成2017年业绩承诺。

“全国化的基础是一定要有全国化的品牌和团队,而古井贡酒在这方面是缺乏的。”蔡学飞认为,自2013年以后,中国白酒市场就已没有明显的淡旺季之分,因为中国白酒的供求端已经远远大过需求端,而且中国白酒的绝对需求量在下降,如果过度追求业绩,有可能会适得其反。

“古井贡酒要从区域品牌发展成全国性品牌,不能只是营收上达到百亿元,它还需要提升知名度以及发展核心产品。”江西省酒类流通协会顾问杨承平说。

中国经营报 李向磊

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