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在今日的上海黄酒市场上,上海冠生园(集团)有限公司生产的营养黄酒——“和酒”,已经跃居为销量第一的品牌。1998年, “和酒”初入市场,当年的销售额882万元;2001年,销售额达到1.3亿元;而今年1-8月,销售额又猛增到1.5亿元。据《快速消费品》杂志对上海2400家超市、大卖场、便利店和食品店的统计,2001年上半年“和酒”的市场占有率为25％,今年上半年上升为36.7％,在上海占有绝对优势。 “和酒”何以成为“黑马”?其成功的奥秘在于冠生园紧紧抓住消费时尚的变化,开发了市场潜在需求的新产品,而且精心策划了进入市场的策略,在黄酒市场开拓出一片新天地。
In today’s Shanghai rice wine market, Shanghai Junshengyuan (Group) Co., Ltd., the nutritional rice wine produced by the company, has become the brand with the highest sales volume. In 1998, “Wine Wine” entered the market, with annual sales of 8.82 million yuan. In 2001, sales reached 130 million yuan. In January-August this year, sales soared to 150 million yuan. According to the statistics of 2,400 supermarkets, hypermarkets, convenience stores and food stores in Shanghai in the “Fast Consumer Goods” magazine, the market share of “Wine” in the first half of 2001 was 25%, which rose to 36.7% in the first half of this year, and it occupies Shanghai. Absolute advantage. How does “Wine” become a “dark horse”? The secret of its success lies in Guan Sheng Yuan’s tight grasp of the changes in consumer fashion, the development of new products with potential market demand, and the careful planning of strategies for entering the market to open up the rice wine market. A new world.