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The two sides continued to talk.
The major wineries are not only bombarding the advertising market, but also scrambling for dealers.
Therefore, the situation in this area is not very optimistic.
And they have come up with various discount order policies, can dealers not be tempted?
The profit is high, and your advertisement has a famous brand effect.
The dealer doesn't care whether you are good wine or not, he only cares about profit.
So Daoxiang Distillery invited distributors outside South China, but very few responded.
Chai Jin fell into deep thought.
Originally thought that after the opening of the Shenzhen branch of Daoxiang Distillery, a pair of king fried should be thrown out.
The result is good. Facing the complicated market situation, the king bomb in their hands has become the third party of square chips.
How to fight back?
Seeing Chai Jin's silence, Zhang Aiming asked, "Chai Jin, what can you do?"
Zheng Jinguo said impatiently: "Mr. Chai, I think it's better to invest in advertising first, and the cost of the winery is too high, and it must be reduced."
"I think¡"
"You mean, we also use puree wine mixed with water?" Chai Jin raised his head and asked.
Zheng Jinguo held back a little, and said eagerly: "There is no other way."
"The brewing method of Daoxiang Distillery is too old, and the rice you insist on using is too expensive."
"Even if it is an advertising campaign, the cost must be taken down first."
"Listen to me, when I was in Qinchi Liquor"
"Have you worked in the Moutai distillery before?" Chai Jin didn't listen and raised his head to interrupt.
Zheng Jinguo paused: "It started at Maotai Distillery."
Chai Jin continued: "Then, tell me how much Moutai spends on advertising every year? How much does it account for in their sales?"
Zheng Jinguo was stunned and didn't know how to answer, because Moutai never advertised!
Chai Jin looked at the conservative He Qing again: "It's wrong to stick to the rules."
"In Yuanli County, our base camp, the status will not be shaken by foreign wine."
"In the south, we can barely survive with the help of President Feng's channels, but this is not our dream. You must keep up with the market."
After all, He Qing came from the winery in Yuanli County.
Chai Jin was very convincing in front of them, and nodded: "President Chai is right."
Accepted Chai Jin's words very humbly.
But that's not the case with Zheng Jinguo over there.
He assisted Ji Changkong in turning the obscure Qinchi Winery into a household brand.
There is arrogance in my heart, and I am very unconvinced.
?I think this boss is an outsider who doesn't see anyone on weekdays.
But it didn't show up.
Chai Jin scanned the crowd again and said, "I have been thinking about this issue for the past two days before I came here."
"Don't you think there is an interesting phenomenon in the domestic wine market?"
"The competition between brands in the general consumer market is inextricable, and the profit of a bottle of wine has even reached the gross or even the number of votes."
"But will this have an impact on the sales of high-end wines such as Moutai, which have few advertisements?"
"You guys have been messing around, the problem of consumer group positioning, have you figured it out?"
This question stunned everyone present.
Most of them are discussing how to market, but going back to the essence, they really ignore one of the most important positioning issues.
Isn't it nonsense to talk about marketing plans without understanding the positioning?
Zheng Jinguo said: "Mr. Chai, hasn't the price of our Xiao Li Baijiu been clearly defined?"
Chai Jin smiled: "Why, Mr. Zheng thinks we are drinking low-end wine?"
Zheng Jinguo hurriedly replied: "No, no, I didn't mean that, Mr. Chai, I mean"
"Xiao Li Baijiu is a low-end wine, there is nothing wrong with that." Chai Jin came back again.
This made Zheng Jinguo a little suffocated.
? It feels like being tricked by this young boss who doesn't know how to drink.
No more talking.
After Chai Jin got up and took a few steps, he looked back at Zhang Aiming: "Uncle Zhang, the wine Mr. Feng brought to the Brussels Wine Competition last year, I think it was an improved product."
Zhang Aiming said: "Yes, it has been improved, mainly in terms of taste. In order to meet the tastes of foreigners, we have also added a new one.? Fruity. "
Chai Jin was silent again and continued: "Then how much money is in Li Baijiu's account now?"
Zhang Aiming was puzzled: "There are about 20 million, why"
"In addition to the working capital, go ask a celebrity to endorse, and then blow up the advertisement."
"What." The conservative He Qing was stunned: "Mr. Chai, why are we"
"Okay, listen to me."
Chai Jin came to the middle.
He roughly stated his thoughts.
The general meaning is this: produce a gold bottle from Daoxiang Distillery.
Focus on last year's Brussels Wine Competition Gold Award as the core to do marketing articles.
As for positioning, Chai Jin is going to hit the high-end market!
Four-figure retail pricing!
When it came to the price, Zheng Jinguo couldn't help exclaiming: "Crazy, this is wishful thinking!"
"Moutai has so many years of history, which makes consumers recognize the high-end value, but Daoxiang Distillery is a new brand, how can you sell it at such a high price."
"We still need celebrities to advertise!"
Chai Jin looked at him and frowned: "Who told you that Daoxiang Distillery is a new brand?"
"Taoxiang Distillery started to build in the 1960s and has a history of more than 20 years."
"Wine recipes have a history of hundreds of years. Among the current domestic alcohol brands, in terms of genetics, who can compare with our Daoxiang winery?"
After all, it was the boss who rebutted. Seeing Chai Jin's rebuttal state, Zheng Jinguo swallowed all his opinions.
Taking a deep breath, he didn't speak again.
On the other hand, He Qing and his group firmly supported it.
They are people who grew up with Daoxiang Distillery. Although Chai Jin is young, he exists like a god in their hearts.
In less than a year, a village winery that was on the verge of bankruptcy was integrated into an enterprise with annual sales of hundreds of millions.
Zheng Jinguo and the others couldn't understand that kind of convincing feeling.
Obviously, the faction represented by Zheng Jinguo had no chance to speak at this closed-door meeting.
The meeting finally determined the direction and hit the high-end wine market.
And it is another way to advertise in the high-end wine market that does not advertise
After the meeting, Chai Jin and Zhang Aiming went to the cafeteria for dinner.
And Zheng Jinguo went to the restaurant outside with an unhappy face.
Accompanying him was a subordinate brought over from Qinchi Liquor Industry.
He is a senior paratrooper, and he chose to come to Shenzhen City after breaking up with Qin Chiji, and he was also affected by the tide.
In his eyes, Daoxiang Distillery is actually a peasant enterprise.
?Conservative work, slow product updates, the most unbearable thing for them is the production capacity.
In a fast-paced market, they are still insisting on such an old-fashioned brewing method.
There is no Moutai life, but I have been fantasizing about becoming a company like Moutai all day long.
A group of peasants are idealistic and naive.
But it is such a peasant enterprise that grows radishes and sells cabbage, but it makes him suffer everywhere, and it is really hard to feel at ease. (Remember the site URL: www.hlnovel.com - Didn't finish reading? Add this book to your favoritesI'm a member and bookmarked this chapterCopy the address of this book and recommend it to your friends for pointsChapter error? Click here to report
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