Guizhou Chunzhu Great Play ＂Hunger Marketing＂ Routine Can consumers buy it with high frequency and sharp price increase？
Source: China Network
Original title: Guizhou Chunzhu plays the "Hunger Marketing" routine. Can consumers buy it at a high frequency?
China Net Finance July 7 (Reporter Guo Shuai) Just 15 months after taking over Guizhou Alcohol, Zhu Wei, chairman of Guizhou Alcohol and Zhijiang Liquor, declared in a high-profile way through social media platforms: "The market value target of 200 billion yuan may not take ten years! Seven years? Eight years? " While indulging in "slogan target" has been controversial, Zhu Wei himself has gone further and further on the road of "wine online celebrity", and the social media platform has updated three or four dynamics every day, which has become normal.
Not long ago, at the beginning of June, Zhu Wei also informed the performance of Guizhou Alcohol through the personal media number: "As of yesterday, the sales of Guizhou Alcohol increased by 227% from January to May, and the profit exceeded last year"; "The plan at the beginning of the year is to double the sales this year. At present, there should be no problem."
The gratifying performance of Guizhou Alcohol released by Zhu Wei aroused great concern in the industry, but soon after, this dynamic was suspected to be deleted. The financial reporter of China Net tried to send a private letter to Zhu Wei to understand the reason, but he didn’t get a reply.
Indulge in "slogan goal"
In August 2019, Guizhou Alcohol was changed from Weiwei to Jiangsu Variety Group. In February of the following year, Zhu Wei, the new head of Guizhou Alcohol and Zhijiang Liquor Industry, was welcomed. According to the data disclosed in Weiwei’s financial report, during the seven years from 2012 to 2018, Guizhou Alcohol lost RMB 13 million, RMB 88 million, RMB 57 million, RMB 49 million, RMB 49 million, RMB 52 million and RMB 21 million respectively.
On the day when he took up his new job in Guizhou, Zhu Wei disclosed his future development goals to the outside world in the form of an open letter to the industry. In the open letter, Zhu Wei not only shouted the slogan of "200 billion market value in ten years", but also put forward the subdivision targets of "4 billion sales target in three years" and "8 billion sales target in the fifth year". After that, it frequently released rhetoric to the outside world, such as "reversing the loss history of eight years in three months", "making tens of billions of single products in the field of sauce wine" and "returning to the first place in Hubei".
On the first day of this year, Zhu Wei sent an open letter for the New Year, thereby announcing the operation of Guizhou Alcohol and Zhijiang Liquor Industry in 2020. The sales of Guizhou alcohol increased by 206% in 2020, and the goal of turning losses into profits and taxes exceeding 100 million has been achieved. In terms of investment promotion, in 2020, there will be 235 merchants in Guizhou and 110 merchants in Zhijiang. Zhu Wei put forward the goal of developing 300 dealers in 2021 and doubling the sales in the next three years.
According to the observation of China Net Finance reporter, investment promotion is the most frequently mentioned topic of Zhu Wei on the media platform. In May this year, Zhu Wei said through the self-media number: "Two months after the Spring Festival, there were 147 new distributors of Guizhou Alcohol. On the first anniversary of the launch of new products, there are nearly 400 new distributors in Guizhou Alcohol. Can it exceed 1,000 by the end of this year? "
Although Zhu Wei himself didn’t say that the target of attracting investment this year was increased from 300 to 1,000, he forwarded relevant media reports through the media number, which seemed to acquiesce in the statement that "1,000 companies are planned to attract investment this year". Zhu Wei also wrote: "Can 1,000 dealers support 10 billion sales?"
It is worth noting that the sales target of 10 billion yuan is the original 10-year plan of Guizhou Alcohol, and 2,000 dealers are also the ultimate investment target of Guizhou Alcohol. According to the planning of Guizhou Alcohol, the company will eventually form a marketing expressway system with about 30 provincial-level regions, about 2,000 county-level branches, about 2,000 dealers and about 50,000 core terminal alliances.
Can the "true year" be true under blind expansion?
The rapid growth of dealer scale can undoubtedly boost the performance of Guizhou alcohol, but at the same time, it also transfers inventory cost and turnover risk to dealers, which has also caused many netizens to criticize.
In Zhu Wei’s personal comment area from the media, many comments advised Zhu Wei not to blindly expand. Some netizens said: "The celebrity effect is a double-edged sword, and it is a long way for dealers to transform into consumers." Some netizens hit the nail on the head and pointed out: "For general products, the more dealers there are, the better. But the real year depends on the inventory. Inventory determines sales. "
"True Year" is the main slogan of Guizhou Alcohol and Zhijiang. Zhu Wei said from the media platform that the most frequently asked question in market communication is "Can the old wine stock of Guizhou Alcohol support the future development?" The answer given by Zhu Wei is: "Carefully calculate the number of old wines that can be used for market sales every year, and fix sales by production, and implement a quota system for supply, so as not to live beyond our means."
As a matter of fact, Zhu Wei has just released the news that the products sold out in many years from the media platform: brewed in 2009, the 10-year-old products packaged and produced in Guizhou last year have all been sold out; Brewed in 2007, the 12-year-old Guizhou alcohol-producing products packaged last year have been sold out.
People can’t help worrying that if there are 1000 new distributors in the year, can Guizhou alcohol still be sold by production, and can the "real year" be "faithful"?
Cai Xuefei, an analyst in liquor industry, said: "For an emerging brand like Guizhou Alcohol, which is eager to expand, product promotion is still in its infancy due to its limited brand power, and its impact on consumers is very limited. Only through channel expansion can it be done quickly. Therefore, Zhu Wei should build a corporate brand through personal IP through the trend of price increase and quickly establish the influence of corporate brands throughout the country. "
Frequent price increases are accused of "hunger marketing" routines.
Judging from the price increase of Zhijiang wine in October last year and Guizhou alcohol in May this year, the concerns about Guizhou alcohol production capacity are not unreasonable.
On May 17th, Zhu Wei announced through the media number that due to rising costs, changes in the relationship between supply and demand and other factors, the price of Guizhou Maotai Liquor rose by 15% in five years, and the price of each bottle rose by 100 yuan to 799 yuan. Zhu Wei also wrote: "Feitian Moutai is also five years old, and the price has been around 3,000 yuan."
In fact, the price increase of Guizhou alcohol has been brewing for a long time. At the end of March this year, Guizhou Alcohol issued a document saying that it would suspend the supply to dealers, and the outside world has speculated that this is to build momentum for price increases. Zhu Wei responded: "To be honest, we really didn’t think so much. It was really just that the planned production capacity had been used up in March, and the warehouse was out of stock, so we had to stop the goods." Many netizens don’t recognize the account, and in the comment area, they point to the "hunger marketing" of Guizhou alcohol department.
After that, Guizhou alcohol frequently released the signal of "out of stock". At the beginning of April, Zhu Wei published a headline article, saying that following the first contraction of market investment in March, it decided to contract the market investment policy again on May 11th, and the prices of products exclusively operated by dealers would also be raised. This move also caused controversy. "If it can improve the profit of dealers and achieve the purpose of marketing, that would be the best. However, if you only harvest the dealer’s profits, it will be too impetuous and hasty. "
In Cai Xuefei’s view: "Zhijiang and Guizhou Alcohol belong to regional brands, and their influence in the whole country is very limited. Their price increase is more of an act of creating momentum. In fact, as far as the retail price of products is concerned, the previous price of Guizhou alcohol is already very high, and such a high-frequency and substantial price increase is actually not conducive to product sales. However, for Guizhou Alcohol, it can not only build brand popularity through price increase, but also improve brand topicality and influence. More importantly, it can increase the scarcity and sense of value of products through price increase to boost market channel confidence. The sales value is not big, but more marketing value. "
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