During the entire Spring Festival, Song Weiyang didn't see much of his eldest brother's shadow, and Song Qizhi was driven crazy by the fierce competition in the liquor market.

In particular, Wuliangye's marketing methods can be described as a stroke of genius, creating a precedent for liquor to take the special channel of tobacco.

The so-called special channel is the non-mainstream channel outside the wholesale market and KA channel, which is divided into Nate, Wai and Special. For example, schools, the military, and prisons belong to Nate, while airports, stations, gas stations, parks, and hotels belong to Wai Te, and channels such as weddings and group purchases belong to special specialty.

Wuliangye actually cooperated with China National Tobacco Corporation to jointly launch Golden Leaf God Liquor, which can go through the channel network of China Tobacco and appear directly in tobacco stores across the country. Tobacco and alcohol are not separated, and those customers who go to tobacco stores to buy gifts for relatives during the Chinese New Year often buy one or two bottles of Wuliangye Golden Leaf God, which leads to a sharp increase in sales of Wuliangye during the Spring Festival.

But the most powerful performance is not Wuliangye, but Luzhou Laojiao!

Luzhou Laojiao has been tepid before, but since 2002 began to exert force, remember those few advertising words?—— "You can hear the history of 125 years, you can see the history of 163 years, you can taste the history of 429 years, Guojiao 1573." ”

After three years of advertising, not only the national cellar in 1573 is familiar, but also the entire Luzhou Laojiao has become famous. Finally in 2005, Luzhou Laojiao ushered in a big outbreak, and the annual net profit soared by 589% (not that 500 and then halved is also the first growth rate in the country), and continued to make efforts during the Spring Festival in 2006.

In the face of Xianjiu Group's entry into the high-end market with "Wenjun Liquor", the price is still expensive, and Moutai Group feels very faceless.

So during the Spring Festival this year, the ex-factory price of Feitian Moutai suddenly soared by 15%, although the ex-factory price has not exceeded the classic Wuliangye, but the market retail price has become the second in the country (the first is of course Wenjun Tianshu Supreme Edition).

Some netizens jokingly said: "Feitian Moutai has been the second child for more than ten years, and it is a little uncomfortable to suddenly become the third child this year, so I will raise the price line and keep my status as the second child in 10,000 years." ”

Of course, Wuliangye is not far behind, and immediately raised the price of classic Wuliangye by 5%, and the price was immediately the same as Feitian Moutai.

These two companies have raised prices one after another, making the ordinary version of Wen Jun Tianshu pull his crotch instantly, and the price is dozens of yuan cheaper than them, and it seems that it is not so high-end all of a sudden-Song Qizhi really doesn't have the confidence to follow the price increase.

By the way, as the date of the Lantern Festival approached, the sales of the regular version of Wenjun Tianshu suddenly skyrocketed.

Because not only the Wenjun Tianshu Supreme Edition is sold out, but Feitian Moutai and Classic Wuliangye have also been sold out. The high-end liquor with a retail price of more than 350 yuan is only the option of Wenjun Tianshu (ordinary version).

The entire liquor industry is stunned, the three of them sell too expensive, and they raise the price, Nima's can actually sell out, and there are so many fools who only recognize money and don't recognize goods!

From another point of view, China's economic situation in 2005 was too good, and the consumption of high-end liquor greatly increased. However, the types of high-end liquor cannot keep up with the pace, and consumers have little choice, and they can't buy their favorite products with money.

As a result, the next two years were a chaotic period for the liquor industry.

All kinds of passerby brands have increased prices indiscriminately, anyway, Chinese have a lot of stupid money. Take Jiangjin Laobaigan as an example, during the Spring Festival in 2007, Feitian Moutai only sold for 500 yuan, and Jiangjin Laobaigan actually launched a new product of 666 yuan, and vowed to enter the high-end liquor market.

Feitian Moutai: "Why are you?"

Classic Wuliangye: "It's okay if Lao Tzu is overtaken by the price of Feitian Moutai, what do you want to do as a seller?"

Jiang Jin Lao Baigan: "Try to sell it, in case it succeeds." ”

The timing of Xianjiu Group and Wenjun Tianshu entering the high-end market is just right, filling the gap in consumers' demand for high-end liquor. When Feitian Moutai and Classic Wuliangye were both sold out, people who wanted to buy high-end liquor (in terms of price) could only choose Wenjun Tianshu, and its brand image positioning was immediately deeply rooted in the hearts of the people.

If it is a few months later, the market price will be chaotic, and even if Wenjun Tianshu sells it at a high price, he can only be ignored.

The day before the Lantern Festival, Song Qizhi finally rushed back to his hometown.

"It's going well, right?" asked Song Weiyang.

Song Qizhi said with a smile: "You still have a big face, and you won 18 big hotels this time." ”

Of course, Song Qizhi doesn't have to run sales by himself, but he went out this time to open up some foreign channels. took the business card given by Song Weiyang, called people to have dinner one by one, and when the other party heard that it was Song Weiyang's own brother, he had to meet him even if he didn't talk about business.

The 18 big hotels mentioned by Song Qizhi are all five-star hotels, guesthouses and high-end clubs.

Anyway, it's not just selling the Song family's liquor, since Song Qizhi has personally gone out, then the hotel will go down the river and purchase some immortal wine and Wenjun wine for a long time. If the sales are not good enough, the purchase volume will be gradually reduced in the future, and if you can't sell it, you won't buy it next time.

The brothers chatted for a while, and Song Qizhi had a headache: "I also went to Lu Province this time, and the sales situation there is the worst in the country, and the difficulty of opening up the market can be called hell." ”

Song Weiyang said with a smile: "Although the Confucian family wine and the Confucian banquet wine are in a slump, the Lu wine is still very strong as a whole. ”

"Qin wine, Qianjiu, and Fenjiu are also very strong, but immortal liquor can be sold smoothly," Song Qizhi shook his head again and again, "Only Lu liquor occupies the place, and it can't be spilled with oil!"

The liquor market in Lu Province is a bit like Bashu during the Republic of China.

The strength of the Sichuan army is not strong enough to expand externally, and the warlords outside don't want to enter, and the entire Bashu is caught in the melee of local warlords.

At this time, Lujiu is also like this, it is difficult to sell to other provinces, but it occupies nearly 90% of the local market, and has countless prefecture-level brands. Local consumers don't want to buy wine from other provinces, and they don't even like the wine in the next city.

In addition to the relatively popular Moutai, Wuliangye is not easy to sell in Lu Province, and Xianjiu and Wenjun Liquor can only be sold in two or three big cities in Lu Province.

Only when you encounter this situation can you know how awesome Moutai is!

Of course, with the tobacco sales channel of China Tobacco, Wuliangye has also entered this year, at least the goods have been stored. Although there are still few consumers in Lu Province who buy Wuliangye, as long as the goods can be distributed smoothly, the market can always be opened little by little.

complained about the Lu provincial market, Song Qizhi suddenly said: "By the way, on March 1st, Xianjiu Group struck the gong in A-shares, and you will also come to have a show at that time." ”

"It's lined up so quickly?" asked Song Weiyang.

Song Qizhi said: "It's been queuing for almost a year, is this speed still fast?"

Song Weiyang said: "I have only been in line for one year in the A-share listing, which is really fast. ”

Xianjiu Group has long been approved by the China Securities Regulatory Commission, has been in a queue state, and now it can finally be listed on the A-share market.

The family business is listed, and Song Weiyang must go to the market, not to mention that he has shares of his own - the whole family has them, including the sister-in-law, Lin Zhuoyun can also get a share if he married Song Weiyang a few years earlier.