On the morning of December 18, 2004, Wuliangye's annual dealer conference was held in Yibin, the wine city. The Wuliangye strength distributors from different parts of the country gathered together. Looking up in the circular meeting place, the reporter suddenly found out: the guests sitting in the stands of the square, many familiar faces did not jump into the eyes I longed for; the representative of the store did not come; it was said that there were 700 people attending Dealers, less than a sixty-seven percent discount; through the simple layout of the venue, I have developed a professional sense over the years to tell myself: the liquor king has to change his face! Just took a few photos, the delicate digital camera suddenly failed. After a bit of arrogance, I only had a sigh of relief and listened to the meeting... After the report of several major brand dealers such as Jinliufu, Liuyanghe and Panda, the voice of Wangliangchun, the leader of Wuliangye, rang at the venue. stand up. Aside from the summary of the annual work, my ears have captured several key words: Wuliangye will focus on the terminal next year. In the following series of speeches, Wang Guochun repeatedly mentioned that Wuliangye should pay attention to the terminal and promote the advantage of Wuliangye in the terminal, because the terminal is the real place to buy. For Wuliangye, which has always been arrogant in the liquor industry, it is really necessary to put down the shelf and sink into the heart to do things that other brands have been trying to do. Previously, Wuliangye relied on the brand expansion strategy of the buyout business, and attracted a large number of scattered capitals from outside the industry. As the princes of the Spring and Autumn Period and the Warring States period, they joined together and eclectic, and soon built a “white wine empire†in the country. The powerful territory of the territory has rapidly expanded its brand lineup, and in one fell swoop established the dominance of “the king of liquorâ€, and Maotai, who has the title of “national wineâ€, is far behind. However, the rapid development of Wuliangye did not integrate its brand well in a timely manner, resulting in the brand's core competitiveness being dispersed. The brilliance of individual sub-brands also played a role in diluting the style of the parent brand. The barrenness of the brand culture is also evident in the advertising. Over the years, Wuliangye's attractive advertisements are extremely rare, and activities such as terminal promotions are rare, giving people a feeling of “high on the topâ€. It is not known that the rendering of brand culture is mostly done in subtle ways. Even foreign important super brands, from time to time, have strong and infective advertisements and “close contact†with consumers, and most of them tend to be artistic and humanized. Terminal promotion is not a low-level communication method, it is just a positive and effective way of brand promotion. Let the product always maintain a certain frequency of exposure with consumers, and can greatly narrow the distance between the brand and the consumer, so that the brand enters the consumer's life and mind from rational to perceptual. Although Wuliangye achieved sales of 16 billion in 2004 and continued to maintain its position as the dominant player in the industry, if the above-mentioned points are implemented, even if there is a transitional buffer factor of “product price increaseâ€, the sales momentum of Wuliangye will not only be Only so. Wuliangye, now "in time", in addition to Maotai and Jiannanchun's perseverance, the more closely followed by Shuijingfang and Guojiao 1573, the profit margin of high-end wine is facing unprecedented crowding. From the Wuliangye specialty store, there is no representative to attend the meeting to analyze and judge. The performance of the specialty stores last year must not be very optimistic; in the past, many well-performing dealers were not invited to the meeting, and they could also get the estimate of “this is not as good as beforeâ€. Wang Guochun said that Wuliangye will be the terminal in 2005, of course, not to mention it. The terminal is a systematic project of “taking a hundred movesâ€. Wuliangye is going to do it. There is bound to be a series of advertisements and activities. The market covered by Wuliangye in the country is so big. I don’t know how many units follow Wuliangye. The terminal is an old topic, but it is also a more real place to go. Whether your product is noble or humble, you have to reproduce your original appearance as a photo in a development basin. The value of the product must be reflected in the price of the terminal. No consumer to buy your product, no matter how good the brand is in vain. Although most of the terminals are in the hands of dealers, but there are no terminals that manufacturers participate in, and the dealers are still unable to penetrate. The gaps and critical points they face can only be crossed by manufacturers. In 2005, the terminal will surely start to rise due to the intervention of Wuliangye! Wuliangye, who is in danger of being safe, can lay down the shelf of the king and provoke the burden of his eldest brother. He really found another way to surpass himself. This down-to-earth transformation requires entrepreneurs to have a pragmatic attitude, a forward-looking vision and a broad mind. It can be said that the change of Wuliangye's judgment time indicates that Wuliangye has begun a major shift from strategy to tactics, and the battle of the hegemony will be further effectively extended and consolidated. Work Glove,Nitrile Glove,Working Gloves Tyre Liner Fabric Co., Ltd. , http://www.nscordfabric.com