Which brand is the first "standard king" of CCTV advertising? What is the state of the enterprise now?

Kweichow Moutai is very famous in China. In the first half of 20 19, Maotai achieved a total operating income of 41200 million yuan, up 26.2% year-on-year.

It can be said that the development prospects are bright. But as early as when Maotai was not so famous, the wine boss was someone else. Confucius banquet wine was a smash hit in the 1990s and once occupied a leading position in the market. It is no exaggeration to say that it crushed Maotai. In addition, it has another name: "the first CCTV standard king".

What is the standard of CCTV? Many young people may not be familiar with it, but some people born after 70 s and 80 s are familiar with it. In the 1990s, when the Internet was not developed, the best way for enterprises to promote the Internet was through TV advertisements. At that time, CCTV was the highest-rated TV station in China. The most conservative estimate is that at least 654.38+00 million people watch the news broadcast every day, and the advertising opportunity of 3 billion a year contains great commercial value.

Confucius banquet wine became famous overnight

1994, CCTV held the first advertising auction. Auction is the prime advertising time between news broadcast and weather forecast. Many merchants participated in the bidding. Under the eyes of the public, the Confucius Banquet Wine won the title of "King of CCTV" at a price of about 30.79 million yuan, far exceeding the runner-up Confucius Family Wine by more than 20 million yuan, crushing liquor brands such as Maotai and Wuliangye.

Although the names of Confucius Banquet Wine and Confucius Family Wine are similar, they are two completely independent enterprises. Confucius Banquet Wine is in Yutai County, Jining, Shandong Province, and Confucius Family Wine is in Qufu County. In the early years, Confucius Banquet was just a small winery with little influence. In 1994, it was shocking to bid for more than 30 million yuan and become the winner. Jiang, the founder of Confucius Banquet, made this decision. At that time, 30 million yuan was an astronomical figure. At that time, many people in the enterprise were puzzled, but Jiang patted his chest with confidence: "Wait, this 30 million will be effective immediately." Sure enough, CCTV prime-time advertisements made Confucius Banquet a household name.

In February of the following year, the company achieved sales revenue of 270 million yuan, while before becoming the standard king, the annual sales revenue of Confucius Banquet Wine was only 350 million yuan. 1By the end of 995, the sales of Confucius Banquet Wine reached one billion yuan, and it became the "first brother" of domestic wine industry from a small winery. What is the concept of 65.438+0 billion sales? After 2000, Maotai's sales exceeded 654.38+0 billion.

The turning point of "Lu wine"

In fact, it's not surprising that Xu Tinghua won the bid. He is very talented in marketing. As early as 90' s, he promoted the enterprise by holding advertisements for beautiful models and airships, which was unique in that era when there was little entertainment and people's ideas were conservative. These promotion strategies have brought great help to the development of enterprises. It is through this series of strategies that Confucius Banquet became famous in one fell swoop, from a winery with 16 people to a well-known enterprise with 2000 employees. At that time, no one should know the role of marketing better than Jiang.

The success of Confucius banquet wine proves that CCTV advertising can bring rich profits. 1996, CCTV bid was more intense, and Confucius Banquet failed to win the bid. This name was awarded to Qin Chi Liquor Industry, which belongs to Shandong Province, at a price of more than 320 million yuan. In the second year, Qin Chi achieved a 500% increase in sales, with sales reaching1500 million yuan.

As a "standard king", the sales volume soared, and the production capacity of Qin Chi wine industry could not keep up. 1997 exposure Qin Chi wine industry bought the original wine from Sichuan winery and blended it with boiling water for sale. Scandal spread all over the country in an instant, Qin Chi fell, and the sales of enterprises fell by 300 million yuan every year. Until 2000, Qin Chi failed to pay 3 million yuan and went bankrupt. The bad influence of Qin Chi blending incident is enormous, which directly affects the development of Lu liquor. Lu wine was labeled as "blending". Unexpectedly, the decline of Luzhou Liquor made Sichuan Liquor enter the stage, and Wuliangye, LU ZHOU LAO JIAO CO.,LTD and Jiannanchun quickly took the lead and occupied the liquor industry.

The decline of "Wang Biao"

Tired by peers, rivals and poor management, Confucius Banquet wine gradually declined in the market, and the IRS increased the consumption tax per catty of 0.5 yuan on liquor, which undoubtedly made the dying Confucius Banquet wine worse.

In 2002, Confucius Liquor was transferred to Shandong United University Group by Yutai County, and 90% of the shares were only exchanged for 80 million yuan. However, Jiang is still trying to save the enterprise. Jiang decided to launch a new product to challenge the market. However, time waits for no one. At this time, the glory of Confucius banquet wine is no longer, and no one cares about new products. Confucius banquet wine failed to save himself. After 20 years of struggle, Confucius Banquet Wine declared bankruptcy. On June 12 this year, the starting price of all land, real estate and buildings of Confucius Banquet and Wine Auction Company was only 65,438+33 million. Only one person participated in the auction, and this person took all the property rights at the starting price.

Speculators who want to make huge profits through "overnight fame" are often eliminated the fastest. The "standard king" who had the same scenery in those years finally sold land and houses. It can be seen that there is no eternal winner in the business world, and no one can influence the changes of the times. Only by doing a good job in quality control can enterprises not be abandoned by consumers. What did you say?/Sorry?