Why is "digitalization" the commanding height of the next round of competition in China's liquor industry?
"Mankind is moving from the IT era to the DT era", as Ma Yun said, traditional industries are facing digital transformation and change. From "Internet access" in the IT era to "digitalization" in the DT era, emerging industries' use of "digitalization" has come to the forefront of the times. The traditional industries that have been enabled by digitalization will also usher in new changes and take-off again.
Facing the trend of the digital era, the beverage industry, as a traditional industry, needs to actively embrace digitalization and carry out digital transformation and reform. At present, Maotai and Wuliangye, as industry leaders, have started the transformation of digital marketing. It can be predicted that whoever completes the digital transformation first will take the lead in occupying the commanding heights of market competition.
Channel and brand: the two "handles" of the wine industry
First as a channel, then as a brand; Big brands as brands and small brands as channels; This is almost an indisputable fact in the liquor industry. Channels and brands have their own advantages and have different effects in different periods. When the supply of liquor industry exceeds the demand, the channel has more right to speak with the resources it controls, so there is the saying that "the channel is the king". When the industry ushered in high-speed development, the strength of liquor brands increased, and famous liquor became a scarce resource, the concept of "brand wins" came into being.
As for channels, the liquor industry has many models and has also achieved a large number of liquor enterprises. Over the past two decades, Kouzijiao has controlled the terminal channel through direct distribution and on-board mode; Yanghe controls the distribution channel by virtue of 1+1 co marketing mode; Luzhou Laojiao initiated the "Qiquan mode" to realize the deep binding of the interests of dealers and manufacturers... Among various channel modes, controlling dealers and then terminals has become the key for major liquor enterprises.
Through the channel strategy of "terminal is king", provincial leading liquor enterprises such as Kouzijiao, Gujing, Yanghe, Luzhou Laojiao and Chinese famous liquor have gradually realized large-scale regionalization and nationalization.
In terms of brand winning, Fen Liquor has increased the quality attribute of Fen Liquor Brand by "Southern Shao and Northern Fen"; Wuliangye seized the high-end market attribute through large-scale and large-scale; Moutai shows the scarcity attribute of the brand through the rigorous brewing process... All kinds of strategies stand high and seek far, and all are brand winning strategies that are firm in product supremacy.
Through the product first brand winning strategy, Fenjiu, Wuliangye, Moutai, shede, drunkard, great wall and other national famous wines have achieved brilliant rejuvenation.
With the change of industrial environment such as oversupply, diversified consumption and rising labor costs, the deep marketing mode relying on crowd tactics in the past made it difficult for traditional liquor enterprises to achieve the expected results in marketing. In the digital wave, "channel is king" and "brand wins" also need new changes and new forms. It is becoming an industry consensus to use digital marketing to enable traditional channels.
Digitalization: a new weapon for industry leaders
"Digitalization" is the trend of the whole society and industry, and so is the liquor industry. As leaders in the liquor industry, Maotai and Wuliangye have started the journey of digital marketing transformation, bringing the competition in China's liquor industry to a new dimension and new realm.
In October, 2017, in order to achieve the goal of "smart Moutai" as soon as possible, Maotai Group sorted out the construction content with "mt1216" as the core. Specifically, it includes a three-dimensional network, two support centers, a big data platform and six smart applications. To this end, Maotai has formulated a "three-year plan".
2018 is the initial stage of "smart Moutai", focusing on infrastructure construction such as information infrastructure and big data platform, and building an integrated group operation control system. 2019 is the growth period. Accelerate the construction and popularization of smart applications in the fields of operation and management, production and life, realize the comprehensive convergence of the group's information resources, and complete the construction of the "smart Moutai" project framework. 2020 is the mature period, focusing on accelerating the sharing and opening of the group's information resources. The digital economy has achieved initial results, the level of operation control has been continuously improved, and the "smart Moutai" project has been initially completed.
It is understood that the construction of "smart Moutai" is a strategic choice for the transformation and upgrading of Moutai in the new era and the re creation of brilliance. The ultimate goal is to build the "smart Moutai" project into a typical example to boost the transformation and upgrading of traditional industries, strengthen the innovation of big data, promote the development of digital economy, and promote the building of smart factories.
In 2018, Wuliangye will establish "one project, three systems and three platforms" as a new support, and complete the planning of digital front desk, middle desk and back desk. And introduce the mode of "controlling the market and sharing profits", strengthen channel control with digital system, and provide services for merchants, terminals and consumers relying on accurate digitization.
By February 2019, Wuliangye has changed the original 7 marketing centers into 21 marketing war zones. With the launch of the new products, Wuliangye will continue to introduce the integral scanning system and the "control panel profit sharing" mode, and use digital technology to promote the construction of a digital marketing system, so as to realize the closed-loop marketing of online, offline, physical and intelligent experience terminals.
In general, the digital transformation of the wine industry is based on the online product flow, cost flow and behavior flow, through the collection, analysis, identification and maintenance of the target audience, the construction of a multi role audience data center, and the development of regional precision marketing, so as to achieve low-cost digital marketing and make "selling wine simple".
As the leaders of China's liquor industry, Maotai and Wuliangye have stood in the front of the digital trend, made forward-looking strategic judgments, and are also leading the digital transformation of the liquor industry. Through the transformation and transformation of digitalization, the market competitiveness of enterprises will be greatly enhanced. In the future, the competition among enterprises will not only be the competition of resources, markets and funds, but also the competition of digital transformation and transformation ability.
Under the background of China's economy entering the accelerated period of reform and driven by the general trend of digital transformation, only by actively embracing "digitalization" and comprehensively improving its competitiveness can China's liquor industry occupy the commanding heights of market competition and lead the sustainable prosperity and development of the liquor industry.