Jiugui Liquor, A Huge Amount Of Financing, Advertises &Nbsp;

Lately,

In fact, Jiugui Liquor is faced with two marketing problems: first, it is unclear positioning, the same Jiugui Liquor, high and low grade, the sense of value is not stable, consumers are hard to judge how much it is worth; secondly, the wholesale and retail upside down of the market leads to the middle dealer's no profit and the initiative is not high.

But these problems can not be solved by advertisements.

Such a large advertising investment, funds are still raised, the feeling seems to be a drastic boat, to do a big job, if not succeed.

If we just empty the cannon to boost the confidence of the dealers and stimulate the stock market, we will play a big game.

Is the dangerous "game" the next Qin pool?

In 1996, the winning amount of Qin Chi was 320 million yuan, equivalent to 6.4 times of the company's current profit.

This is similar to the ratio of Jiugui Liquor, let people suck a cool air, whether history will repeat itself.

Contrast, today's Jiugui Liquor, Mu Feng has three doubts.

The main business income is not good enough, the risk of borrowing is too large.

The net profit of the wine and ghost wine was only 58 million 480 thousand yuan last year, and about 20000000 of the advertising fee was not buckled.

In the first half of this year, the income from litigation disputes was 40 million yuan, and the main business of the company only achieved 10 million yuan profit, accounting for only 20% of the expected profit in the whole year.

Even according to the net profit of 58 million 480 thousand yuan last year, the advertising fee of more than 300 million is equal to the 6 year net profit of Jiugui Liquor, and the risk is relatively large.

What makes it even worse is that the debt ratio of the first quarter is 43.5%, while the debt that the company must pay in one year is 367 million yuan.

Among them, short-term loans amounted to 150 million yuan.

Whether these financial risks will cause the tension of the chain of alcoholic drinks and the deep-seated crisis need to be vigilant.

The sales cost rate is the highest and management has problems.

Jiugui Liquor has the highest sales cost in 09 years.

Statistics show that Jiugui Liquor sales cost in 09 years is 131 million yuan, operating income is 365 million yuan, and the selling expense rate is as high as 35.89%. Compared with its comparable second line liquor enterprises, the sales cost rates of Shanxi Fenjiu and the Yanghe River shares are 16.99% and 10.12% respectively.

The first line of liquor companies in Guizhou

Advertising is king, the age has gone, do not linger.

Now is the age of serious communication. It is not just relying on CCTV and satellite TV that we can get a quick burst of communication.

Secondly, the role of advertising is worse than that of ten years ago. The role of the endorsement of CCTV is becoming smaller and smaller, and consumers are getting more mature.

Thirdly, in the 2 era, more emphasis is placed on communication between brands and consumers, rather than mandatory notification. Instead, he is allowed to take the initiative to participate and become a brand experiencer and word-of-mouth communicator.

In this way, Jiugui Liquor's enterprise strategy and management are not only a problem, but also the decision-making level's thinking and consciousness are still lagging behind.

Not touching the net is short-sighted and highly efficient with the help of Internet.

In accordance with the plan of Jiugui Liquor Company, advertising will be launched through four major media, such as TV, outdoor advertising, newspapers and magazines in the next 5 years.

In the 310 million yuan investment, TV advertising reached 200 million yuan (of which CCTV 150 million); newspapers and magazines put 40 million; outdoor advertising was 70 million yuan.

It can be seen that all advertising budgets are invested in traditional media, while Internet marketing has no budget.

This is obviously short-sighted.

Although the main consumers of Jiugui Liquor are middle-aged and old people, some of them are few or no Internet users.

But between 25 and 35 years old, it is also a gift giving crowd, and also a potential consumer group. After all, after 5-10 years, they are the main consumers. Besides, liquor is also facing the market of beer, red wine and wine, and now it is not dangerous to curry favor with young people.

You know, nowadays, the middle-aged and old people who drink mainly liquor are also lovers of liquor when they are young.

If alcoholic drink is integrated and applied through news event marketing, network activity marketing, topic marketing, animation marketing, video marketing, product network promotion and sales, network public relations management and other means of network marketing, it will surely gain more benefits than traditional media advertising.

The win win consultant marketing center believes that it will bring obvious benefits to Jiugui Liquor in brand building, communication, promotion and distribution channels.

1, the brand building of Jiugui Liquor is more targeted and pragmatic, and will play a unique role in promoting the development of young people.

2, the diversion of Jiugui Liquor in traditional channels of resources, but the cost is lower, the effect is more obvious.

3, let the audience interact with Jiugui Liquor Brand, experience the brand value and culture, and have a deep perception of the brand.

4, the channel cost is lower, through the group purchase, B2C network sales channels, promote the sales of Jiugui Liquor, and then promote the brand and sales promotion in combination with promotional activities.

The three question is that I have to shake my head, and the liquor network integration marketing is not acceptable at one thirty.

At the foot of the road, how to walk is their own choice.

I hope Mu Feng is very anxious. I hope the ending is wonderful.