Recently, Luzhou Laojiao launched three new white wines, “National Pits 1573 Loves China,†and gave them prices matching their super high-end positioning, which were 3,180 yuan, 5,600 yuan and 128,088 yuan respectively. What is different from the past is that this time when Luzhou Laojiao launched a new product, it was selected at the launching ceremony of the Chinese Music Literature Award. In the dialogue with Zhang Liang, president of Luzhou Laojiao Group, culture, limited editions, and circles became three key words, and a high-priced liquor path has emerged.
In the past two years, Chinese high-end liquor has been increasingly associated with the wording of luxury goods. Compared to Maotai and Wuliangye’s ambiguous attitudes toward refusing to meet this demand, Luzhou Laojiao is more willing to assume the banner of promoting the luxury of high-end liquor.
"Why must we evade this? Luxury goods are not foreigners' patents. The launch of products like "Love me in China" is to increase the price of the entire liquor price." With a piece of Trump, Zhang Liang's words are simple. Frank: "One of the ways to love and protect your scarce resources is to express yourself through price."
According to the introduction of Luzhou Laojiao, “National Pits 1573 Loves China†comes from the National Cellar’s ​​1573 Guobao Pit Pool and is brewed using traditional brewing techniques. The output is scarce. The total annual output is 300 tons. It will not increase production due to increase in sales volume. . â€
Obviously, the concept of scarcity of pits is the necessary basis for product limited price protection. In fact, Luzhou Laojiao's plan is far more than that.
"Each year we produce 300 tons, but only 50 tons are put into the market. I don't sell more than one bottle." Zhang Liang said with confidence. Although hunger marketing has long been a time-tested method of sales in various industries, for Luzhou Laojiao, it is not the number of sales that are important, but who sells and sells to whom.
Produce 300 tons, only sell 50 tons
Means 1: Hungry Marketing
Produce 300 tons, only sell 50 tons
The introduction of distributors as shareholders and joint expansion channels has gradually become a popular trend. Luzhou Laojiao used this model of profit-binding in the sales system of this new wine to the extreme: Except for itself, all shareholders are distributors, and each dealer has a shareholding.
“We want to attract a group of people with good wine, wine and sales ability as shareholders of the Aihua Company ("National Pits 1573 Love China" sales company), to play the role of shareholders and expand the scope of promotion. "Zhang Liang said.
When introducing the model, Ye Mao, general manager of Aihua, repeatedly mentioned the concept of the circle, that is, each shareholder used his personal resources and resources to sell, and the liquor was also fixed in a certain social context. Most of these dealers' shareholders are from outside the industry. Some are collectors, some are cultural celebrities, and some are entrepreneurs and even coal owners.
According to the “circle sales†theory, it is precisely these people who sell their wines. The common characteristic of these people is that they have money.
Every dealer is a shareholder
Means 2: Benefit Bundling
Every dealer is a shareholder
Zhang Liang did not hide the fact that this high-priced wine aimed at these people with high spending power. “We have to believe that the market hand, people with spending power need these high-quality wine to meet his spiritual, material and health requirements, you have to meet him, the market economy should be like this.â€
Perhaps this problem can also be interpreted in reverse. When the target sales group is located in high-consumption consumers, there is no longer any obstacle in the formulation of high prices.
We also save money and it costs money to perform.
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