Wahaha once spent 15 billion yuan to lay out the liquor industry, now to quit?

Bottom Wahaha's $15 billion white wine road beverage giant why not do a good job of sub-dividing the fieldfour years ago Wahaha Group invested heavily in the liquor industry, but now there is news that it will withdraw from the marketAlthough the company denied this rumor, but Wahaha's liquor business in the market quietly is an indisputable fact"Investor" reporter to Jinjingmentioned Hangzhou Wahaha Group Co., Ltd(hereinafter referred to as "Wahaha") , what products do you think of? Perhaps most people can think of mineral water, AD calcium milk, a variety of beverages, canned food (octabao porridge) and so onbut it is estimated that very few people can think of Wahaha's liquor, after all, even its official website "brand products" are not displayed on its liquor productsrecently, there are rumors that Wahaha will quit China's liquor industry, the food and beverage giant's road to liquor will come to an endIt is worth noting that Wahaha once spent 15 billion yuan to lay out the liquor industryWahaha really want to exit the liquor market? If the news is true, then What are the main reasons why Wahaha does not drink? If not true, then Wahaha wine for nearly four years how effective? What about sales of liquor?on the above questions, "Investor" reporter interviewed Wahaha brand department related people, and get some answersstop drinking white wine?Wahaha really want to exit the liquor market?in response to this issue, Wahaha brand department related to the interview with reporters said: "Our company's liquor business is still in a normal and orderly manner, and the relevant partners still maintain good relations of cooperation." Taking into account all aspects of the market factors, timely adjustment of liquor business model, is a normal business behavior"despite this, but strangely, Wahaha's official website",""branded products" do not show its liquor products - the chinese wine of the collar sauceMoreover, the wine product is only Zong's beer, there is no sauce of the country wineat the same time, in its group news and product news, there are only three articles referring to the wine of the countryName: November 6, 2013 "Wahaha officially entered the liquor industry diversified development into a new step", March 2, 2014 "Zong Qinghou General Manager to participate in the 2014 China Wine Forum keynote speech won a warm applause" and March 28, 2014 "Receiving the national wine debut chengdu sugar wine was sought after."it is clear that Wahaha in the introduction of liquor products, or high hopesBut why has it disappeared in recent years? Perhaps it goes back to the beginning of "drinking" to find out exactly what it really ishad invested heavilyNovember 2013, when China's liquor was also entering a downturn, affected by the economic downturn and restrictions on consumption of the three publicRevenue and net profit of 13 listed liquor companies fell in the first three quarters of the year, with total operating income down 3% and net profit down 6% year-on-yearAt that time, many people in the industry had to admit that the liquor industry "golden decade" is overzong Qinghou, then chairman and general manager of Wahaha, bucked the trend and spent $15 billion on the sauceAt its press conference, a high-quality sauce-flavored liquor with the origin of Guizhou Maotai Town - "The national wine of the collar sauce" was also officially announced on the market, priced at 300 to 500 yuanZong Qinghou said at the time: "The liquor industry needs a strong enterprise to join, to cultivate a national well-known brand of sauce." "according to the propaganda caliber at that time, when Wahaha and the golden sauce wine industry hand-in-hand launched the national wine, is in charge of Maotai winery quality management for many years, Maotai Town, one of the four most famous burning houses Wangjia shifang MrWang Hongbin's full control, in strict accordance with Maotai town sauce-type white wine brewing ancestral skills carefully brewedat the time, Zong Qinghou's investment of up to 15 billion yuan, in the eyes of many outsiders a bit riskyHowever, Zong Qinghou said, Wahaha in addition to the use of existing beverage channels, but also to find a large-scale dealers to sell wine to open up the liquor marketis understood that the current market promotion of the chinese wine charm series of strong-scented liquor, respectively, priced 16 to 18 yuan, 50 to 70 yuan, 90 to 120 yuan range However, these wines are rarely seen on the market Who caused the ? nearly four years have passed, Wahaha's liquor collar sauce wine actually faded out of the public's sight, and even out to withdraw from the liquor market What is the reason why Wahaha liquor today's situation? as Zong Qing's four years as a personal marketing secretary Luo Jianxuan once said bluntly: "Any project success or failure is determined by the trader, Zong Qinghou is the beverage industry master, but not necessarily other products master." To put it bluntly, Wahaha has no other advantage except money! And now it's long before the days when money can succeed " has an industry analysis, children's clothing, for example, Wahaha although it is to do children's beverage start," but children's clothing has belongs to the infant market, with the beverage industry has a very different attribute, into the new industry, Wahaha proud of the brand, channels, products and other advantages are greatly discounted This principle is the same in the liquor industry liquor expert Cai Xuefei in an interview with reporters, said that Wahaha is invested huge but many years later still can not open the market, the main problem in the following three aspects: , Wahaha as a typical representative of the enterprise, its liquor also belongs to the fast-dissipating type of liquor It is not feasible to use the traditional fast-moving thinking to operate liquor The biggest feature of fast consumer is the high circulation rate, and liquor is not completely fast consumer, not the daily need, its goods digesting speed is not as fast consumer , channel mismatch Wahaha is mainly a beverage product, its dealers are also traditional beverage category dealers Wine and water can be shared channels, but do not represent the same team, can do water and can do wine, this is not competent things Wahaha has in order to mobilize the enthusiasm of dealers, do joint marketing model, but this did not solve the problem of internal division of labor dealers, so can not let liquor products in the water channels to achieve marketing landing three, brand positioning error, Wahaha's lead sauce country wine is playing sauce wine, and its brand and channels difficult to combine Its initial market positioning is between 300 to 500 yuan between the middle and high-end business liquor, but Wahaha sales channels 80% are sales of bottled water under two yuan of low-end smoke hotels and convenience stores, such cross-border sales difficult to achieve channel resource sharing Although Wahaha later adjusted the price of wine to a hundred yuan mass market positioning, but the brand of the national wine is not grounded, can not be integrated into the low-end mass market coupled with the high demands of liquor on the brand level, also need time to cultivate And Wahaha's choice of sauce is a niche wine, its training cycle will be longer, need a lot of brand activities and promotion finally, Cai Xuefei also added to reporters: "In the last four years Wahaha sales have dropped very much, this is not only a problem of liquor difficult to do, its internal confusion also has a lot to do." " in the "Zhejiang Merchants National 500" list, Wahaha in 2016 with 52.91 billion yuan in revenue ranked 23rd, down 11 places from the previous year's 12th, 2016 growth rate of -6.5% In addition, Wahaha's sales have also declined year by year over the past four years, from 78.3 billion in 2013 to 52.9 billion in 2016 Source: Investor