Jackie Telaote emphasizes the introducer of fixed position theory repeatedly " the ultimate goal of sale is the leadership position that acquires a category " . In liquor industry, dry to a strong spirit usu. made from sorghum, Laobai, old cellar, burn the small knife, wine that burn boiler, broomcorn wine such product craft noun, a few can the customer that knows somewhat truly have? But it is these products, because of a variety of bright characteristic and individual character, formed remarkable poor dissimilation to compete with brand of liquor of a gleam of, this is existing to start a category, chance that enlarges a market.

Enlarge category, want to locate for category namely, concentration extends the advantage of this category, the market of loot competition product, ceaseless follow-up, make category cake jointly big. So, take the lead in starting class, become a leader naturally, but if a category lacks epigone, so this category general can never truly powerful. Accordingly, look from this angle, in a strong spirit usu. made from sorghum in this category, red star and byre hill of two brands " authentic " contend for, be helpful for making category of a strong spirit usu. made from sorghum however instead big, and both sides can gain profit from inside competition.

Another road of area brand is to strengthen communicate with the youth, be united in wedlock with vogue.

Accompanying China one step by step to senile society set out, chinese liquor must face the reality of consumer ageing. Senile group regards the consumption of existing liquor as main body in, after exiting a society gradually, the consumption of whole liquor will appear a bigger fault. And compare with the old age in having on the amount that existing adolescent consumes in liquor, acute is decreased.

So someone says, liquor industry is industry of the setting sun, actually otherwise, wanted you to hold young customer only, wipe for liquor on brushstroke is young the fashionable colour of consumer place follow, industry of so called the setting sun can make sunny industry, foreign wine of no less than is in China the pan of the market.

Be in China, grow gradually as the generation person that is drinking coke to be brought up, alcohol kind the consumption of beverage has been begun by original dining table to bar, enlighten this kind night inn expands office, foreign wine seized this business chance, the dominant position was held in this kind of circumstance. According to statistic, XO of Xuan Ni poem sells 70 thousand case every year in Chinese market, zhi China person 700 thousand case is sold every year in China. "Our target consumer fixed position is very clear, it is 25 years old of white-collar public figures that reach 35 years old. So we pay attention to expression to use the one side of feeling and vigor more on conduct propaganda, in order to cooperate the spirit that they are brave in to innovate. " Peter Pulinte elaborates vice president of area of Asia-Pacific of company of Zhi Hua Shixiong younger brother so its sale fixed position.
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