Is Wuliangye rosewood real wine?

Wuliangye Hongshanshu Liquor is a high-end liquor carefully made by Xuzhou Cigarette Factory and Wuliangye Co., Ltd., which has a strong brand advantage. Xu Yan, China is the main force of tobacco industry in China, and it is a "national key technological transformation enterprise", a "double plus" key enterprise of the State Economic and Trade Commission and a "Jiangsu enterprise". Sequoia is a well-known brand in Jiangsu market, and also has a wide popularity in China. Now it is one of the top 100 famous cigarettes in China. Because of the cultural tradition in China, mahogany wine is easily accepted by consumers, which has the quality assurance and brand effect of Wuliangye Winery. It can be said that it is the same product made by two big factories and two brands, which is rare in the domestic liquor field and has great market potential. The body of redwood wine adheres to the traditional technology, selects the essence of grains, ferments in ancient pits and combines modern technology. The wine is pure, bright in color, rich in cellar aroma, soft and sweet, clean and refreshing, and it is another model of Luzhou-flavor liquor in Wuliangye Company. Sequoia liquor, as a Luzhou-flavor liquor produced by Wuliangye Distillery, has the characteristics of bright color, strong cellar aroma, softness, sweetness, cleanliness and coolness, and is a typical five-grain style. After drinking, "no head, no dry mouth" has a long aftertaste. Grain essence: The rosewood wine is made of grain essence, and each grain contains aromatic trace components. The brewed mahogany wine is rich in taste, harmoniously adjusting the touching sensory organs such as eyes, nose, tongue and throat, forming an overall impression. The source of living water: "If heaven doesn't love wine, the wine star is not in heaven;" If the land doesn't love wine, there shouldn't be Jiuquan in the land. "The quatrains that have been passed down through the ages confirm the position of water in fine wine. All the water for brewing mahogany wine comes from the Millennium Anle Spring in Gu Quan, the production area of Wuliangye Co., Ltd., and its water source comes directly from the Jurassic cliff more than 70 meters under the Minjiang River, which laid the foundation for brewing good wine and nectar. Chen Jiao Sheng Xiang: There is a saying that "Sichuan wine is the best in the world, and the essence is in Yibin". The unique natural conditions have created the wine-making history of Yibin, the wine capital, for more than two thousand years. Mahogany wine adopts the traditional technology of Wuliangye Co., Ltd., with rich aroma and elegant aftertaste, which deserves to be regarded as the refinement and crystallization of Chinese wine culture. Natural health: redwood trees combine natural high-quality raw materials, modern science and technology with traditional techniques. The wine brewed by redwood trees is pure, soft and clean, with elegant, mellow and sweet taste and pure aftertaste.

investment policy

Marketing plan of Wuliangye series mahogany wine partners I. Market environment 1. At present, there are many brands and different images in liquor market, but the operation methods are similar, which is difficult for dealers and consumers to recognize and accept; 2. Without strong long-term system support from manufacturers, it is difficult for dealers to support themselves and incite the market; 3. There is no clear market positioning and systematic market operation, which leads to vicious competition of homogenization, which leads to excessive promotion of homogenization equal to "sudden death"; We believe that choice is more important than hard work! Accurate choice is the cornerstone of success, which can get twice the result with half the effort! Wuliangye series mahogany wine-with lofty aspirations and extraordinary taste II. Product analysis * Five product advantages are guaranteed: * 1, Wuliangye is the king of China wine industry, with brand value and brand culture. The redwood tree was born; Double guarantee of quality and brand; * 2. Redwood Wine is a brand-new brand that wine king Wuliangye and tobacco tycoon Xuzhou Tobacco Factory join hands to meet the opportunity. Su Yan and redwood trees are famous all over the country, and Xuzhou cigarette factory has strong economic strength and commercial reputation. * 3, strong strength as a guarantee, strong market support, so that partners in the market operation handy, relaxed; * 4, low cost to join, high profit space, zero risk profit, mutual benefit and win-win distribution agency cooperation; * 5. A special marketing steering group of Wuliangye rosewood wine was established to provide in-depth follow-up service for the contracted dealers and effectively solve the decomposition and implementation of the marketing plan. Three. Product operation strategy According to the characteristics of liquor market and the advantages of Wuliangye redwood liquor, Wuliangye redwood liquor adopts the strategy of flank attack in the market, relying on Wuliangye brand and excellent liquor quality, bundling core hotels and tobacco hotels for mutual benefit, gradually cultivating and expanding opinion groups, paying attention to the depth of customer excavation rather than the breadth of general casting net, and gradually gaining word-of-mouth and market share pragmatically and steadily. 1, "1 +N group purchase and distribution system" brief introduction 1+N marketing system, that is, 1 the general agent forms an alliance with n core terminals, and the terminal alliance system is constructed by using the composite channel model. Guided by the marketing concept of business school, the general agent is responsible for resource integration and brand communication. Through the business school model, N terminal manufacturers are mobilized to upgrade their concepts, innovate channels and optimize their services, and their loyalty is cultivated. The manufacturers jointly cultivate the public relations group purchase channels, so that the general agent can gain market share and sales volume, while the strategic alliance stores can obtain stable profits, update their marketing concepts, and finally achieve a win-win situation for both sides of the strategic alliance. 2. "1+n group purchase and distribution system" operates six elements: one, four are unified to ensure the alliance foundation; 1, unified channel price; 2. Unified image communication; 3. Unified marketing service policy; 4. Unify product promotion strategy; Second, reverse pricing method to stabilize channel profits; Third, the stepped rebate policy encourages the sales of alliance stores; Fourth, group purchase marketing integrates the superior resources of both parties; Fifth, the point reward system locks in the target consumer groups; Sixth, the business school model cultivates alliance loyalty; 3. The five characteristics of "1+n group purchase cooperative distribution system"1are consistent with the interests of the core stores, and all resources are systematically integrated; 2. Guided by consumer demand and value cognition; 3. According to the corresponding standards and requirements, choose to establish core stores for benefit bundling and sales assistance; 4. The extension of the concept of "core store" is not limited to tobacco hotels, including hotels and even consumer units and individuals, which can develop into the core of Wuliangye mahogany wine sales network; 5. The operating cost is low, and there is no need for large-scale team operation, but the use of benefits is the same, and the benefits are distributed when there is sales, and there is no cost when there is no sales. Four. Product channel strategy * Channel operation follows the principles of * 1 The "trunk" project focuses on group buying channels and digs deep opinions in the form of accurate tasting; * 2, supplemented by hotel channels. Choose a few representative and guest-friendly A and B hotels, whose main functions are to establish brand image, benchmark prices and cultivate consumer groups. * 3. The core interests of the channel development of tobacco and alcohol specialty stores are the same, and its main function is to expand the sales atmosphere and expand the consumer groups; * 4, choose a large supermarket, tree image, tree price benchmark, several channels * * * together to form a thrust, forming a sales atmosphere. V. Product Positioning Strategy Su Yan and Sequoia Tobacco have a wide popularity and a good brand reputation in the country, and have established a high-end and distinguished brand image. As the inheritance and extension of the high-end brand images of Su Yan and redwood, and combined with the lineage of Wuliangye, the king of liquor industry, Wuliangye redwood liquor is positioned as a political and business elite with status, taste, fashion and personalized consumption characteristics. 6. Product mix strategy 1, product mix positioning, crystal-packed redwood tree as image product, Yuan Jie Shengjing as core product, and redwood tree as omni-channel coverage product. 2. The consumption objects of crystal mahogany products are important business and government banquets, and the daily consumption of department-level cadres and enterprise executives; Yuan Jie Shengjing products are used for important business and government banquets, as well as banquets for department-level cadres and social elites; Mahogany products are used for general business and government consumption, as well as the daily consumption of the elite; 3. In terms of market operation strategy, Yuan Jie Shengjing products, as the core of the strain, pay attention to market policy support, cultivate market and consumer groups, and achieve single product breakthrough; Crystal boxed products strengthen group purchase operation and hotel channel operation, and establish brand image; Mahogany products follow the sales, create a sales atmosphere and achieve sales. Seven. Investment requirements * 1. Partner selection: (1). Recognize the concept and brand value of operating headquarters; (2) Have certain economic ability; (3) Have the business philosophy of long-term cooperation; (4) Good social relations; (5) Have high-end terminal network resources and certain logistics and distribution capabilities; (6) Being able to operate legally and having a good credit standing; * 2. Investment threshold setting: the market support for the first order is huge, and the first order is 200,000 yuan lower. VIII. Example analysis of market support (the first payment is 200,000 yuan): (1) The first payment of the dealer is 200,000 yuan. (2) Market support is divided into two items: 1, investment in operating the market. The purpose of market investment is sales promotion, with emphasis on market construction and sales promotion. At the same time, the emphasis of market support at different stages is also different. The introduction period emphasizes brand promotion, consumer training and core store construction; The second stage emphasizes marketing, event marketing and consumer promotion; Then, strengthen group buying and public relations and continue to pull hotels; 2. year-end rebate. The annual rebate is 6- 10% of the annual sales. (3), the first single start-up market investment project and amount 1, accurate tasting meeting: 2, outdoor advertising support: a, street sign advertising; B, rent window stickers; C, short-term outdoor billboards; (Note: The system of one-time approval and monthly payment is adopted. ) 3. Admission fee for core hotels: 4. Support for core smoking hotels: The total of the above four market supports is: 86,000 tickets, 200,000 market supports and 86,000! After the first single market support, the market has initially formed a sales atmosphere and formed a good development trend. In the later stage, we will provide stepped market support according to the amount and interval of payment. The details are as follows: the amount paid at intervals of returning the bill is one month, two months and three months, 500,000 30% 20%15% 200,000 20% 15% 15% nine. Dealer risk analysis * 1. According to the above-mentioned support of the manufacturer, after all the work is completed, Wuliangye Mahogany Wine not only has brand promotion (outdoor advertising), but also product display and sales promotion in core stores, and at the same time, it has cultivated the opinions of more than 80 people, initially forming a sales atmosphere; * 2. 10 core stores purchase goods according to the standards of one crystal box, two border sacred areas and two mahogany trees. At the same time, the average turnover of Sequoia and Bianjie Shengjing is once a month, and channel sales can complete the sales of 40 boxes of each product, which can basically solve nearly half of the inventory; * 3. Coupled with the dealer's personal connections, the sales of the first product can be basically completed in1-February. X. Dealer profit analysis 1. The profit of the dealer's group purchase channel is about 50%; 2. If the sales ratio of the group purchase channel and other channels is calculated according to 1: 1, the investment is 200,000 yuan, the profit of the group purchase channel is10000 yuan, the profit of other channels is 50,000 yuan, and the gross profit is150,000 yuan; 3. According to the annual sales1000000 yuan, the annual profit of * * * is 750000 yuan, which can be described as: less capital investment, less business risk, great market support and high rate of return. Xi。 Market support: the first order is 500,000 yuan: the first order starts the market investment project, with the amount of 1. Accurate large-scale tasting: 2. Outdoor advertising support: a. street sign advertising; B, rent window stickers; C, short-term outdoor billboards; (Note: The system of one-time approval and monthly payment is adopted. ) 3, core hotel admission fee: 4, core tobacco hotel support: the total market support is: 220,000 tickets, 500,000 market support, 220,000! Wuliangye series sequoia wine-brewed by people who pursue perfection and respect; "Mahogany wine" is only for those who are "expensive"