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邵阳大曲是湖南区域市场低档酒中最为畅销的品牌,其光瓶邵阳大曲(1×12瓶装)的年销量过百万件,市场占有率高达70%以上。随着国家税收政策的调整,低档酒的利润越来越薄,而市场开发及维护成本却越来越高,表面上的每年过亿元的销售收入在剔除税收及各种开支后,企业实际上处于微亏或潜亏状态。痛定思痛,为提升邵阳大曲的品牌形象,增加产品利润,该酒厂于2001年下半年推出了厂价在20元/瓶、市场零售价在30元～38元/瓶之间的中档产品金牌邵阳大曲(以下简称金牌邵大)。
Shaoyang Daqu is the best-selling brand in Hunan's low-end liquor market. Its annual sales volume of Shaoyang Daqu (1 × 12 bottles) is over 1 million pieces, accounting for more than 70% of the market. With the adjustment of the national tax policy, the profits of the low-end liquor are getting thinner and the market development and maintenance costs are getting higher and higher. On the surface, the annual sales revenue of over 100 million yuan, after excluding taxes and various expenses, On a slight loss or potential loss. Bitter experience, to enhance Shaoyang Daqu brand image, increase product profits, the winery in the second half of 2001 introduced a factory price of 20 yuan / bottle, the retail market in the 30 yuan to 38 yuan / bottle mid-range products gold medal Shaoyang Daqu (Hereinafter referred to as gold Shao large).