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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-16.com/label.php on line 82

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Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-16.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-16.com/label.php on line 82

Deprecated: strpos(): Non-string needles will be interpreted as strings in the future. Use an explicit chr() call to preserve the current behavior in /www/wwwroot/4-16.com/label.php on line 82
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  转自:北京商报

  当白酒深处行业结构性调整之际,双品牌战略已成为酒企收割增量市场的“标配”。4月15日,北京商报记者整理发现,据不完全统计,目前包括泸州老窖、贵州习酒、水井坊、全兴酒业、金沙酒业等多家酒企纷纷采取双品牌战略以布局更多产品价格带。酒企立足核心价格带通过双品牌战略“收割”更多消费增量的背后,不仅有针对消费分级趋势下市场细分需求的考量,同时也承担着业绩增长压力下的战略突围。如今,当双品牌战略成为酒企穿越周期的“新武器”时,未来这一战略能否为品牌巩固攻防体系?

  双品牌战略“全景图”

  在继泸州老窖“国窖1573+泸州老窖”、今世缘“国缘+今世缘”与舍得酒业“舍得+沱牌”双品牌战略后,包括贵州习酒、水井坊、全兴、汾阳王等在内的多家酒企也密集发布或升级了双品牌战略,通过品牌矩阵构建实现对不同价格带、不同消费场景和不同人群的全覆盖,以寻觅行业调整期中的新增长极。

  传才战略智库首席专家王传才指出,酒企双品牌乃至于多品牌早已经是“格局性”特点。目前多数中国名酒均实现了多品牌、多价值、多价格带布局。这种格局反映了白酒行业竞争已从单一产品较量升级为品牌体系对抗,企业需要通过更加精细化的品牌定位来应对日益碎片化的市场需求。

  值得注意的是,在目前发布的众多双品牌战略中,多数是由高端或超高端产品作为主品牌,而次高端以及大众等低价格带产品作为第二品牌。

  北京商报记者整理,金沙酒业以瞄准高端市场的摘要酒为第一品牌,以面向主流消费市场的金沙回沙酒为第二品牌,打造“高端+大众”双品牌战略;全兴酒业以定位为超高端宴请用酒的国兴为第一品牌,而以面向中高端餐饮场景的全兴和润作为第二品牌,建立“超高端+中高端”双品牌战略;汾阳王以高端品牌汾阳王为第一品牌,以瞄准大众倾向市场的华樽清为第二品牌,构建“传统高端+大众”的双品牌战略。

  与金沙酒业、全兴酒业以及汾阳王不同的是,习酒则是以定位为中高端酱香酒的习酒品牌为第一品牌,以面向年轻化的知交酒作为第二品牌,建立起“高端+年轻化”为主的双品牌战略。

  此外,也有部分企业选择“向上寻求”,在主品牌定位中高端的基础上,将第二品牌价格带定在高端乃至超高端。

  针对不同品牌形成的双品牌战略,业内人士指出,双品牌能够有效布局更广阔的价格带,对其品牌形象以及渗透至细分场景都有所帮助。这种差异源于各香型所处的不同发展阶段与市场竞争格局,也预示着未来白酒行业多元化发展的可能性。

  “收割”细分市场

  白酒企业纷纷拥抱双品牌战略并非偶然,站在当下白酒深度调整期之中,在主品牌之下裂变出第二品牌,不仅是消费分级趋势下的市场细分需求,同时也是业绩增长压力下的战略突围。

  近年来,白酒消费市场在渠道下沉的影响之下,价格带也呈现下探趋势。此前,深耕高端的酒企们也逐渐意识到,日常宴席、聚会场景所需的次高端价格带成为增量市场的重要组成部分。在这样的背景下,单一品牌很难满足不同消费者对于不同消费场景的需求,因此双品牌战略也随之产生。

  从目前酒企推出的双品牌来看,第二品牌瞄准次高端价格带早已成为一种战略布局。长江证券研报显示,2023年次高端白酒市场规模约1475亿元。其中,2016—2023年,次高端白酒收入CAGR约为30%,在各价位段中增速最快,CR3约为3%,集中度与高端酒相比有较大提升空间。

  北京酒类流通行业协会秘书长程万松表示,白酒消费理性双降,挤压出一个300—500元黄金价格带,成为商务宴请和精英社交饮酒消费的核心价格带之一,并涌现出许多畅销大单品。基于市场消费的变化,酒企将战略单品向500元价格带集中,是对这一市场变化的基本反映。

  如果说细分需求与空白价格带所带来的增量市场吸引力是酒企们推出双品牌战略的外在因素,那么在业绩增长压力下寻找更广阔的增量空间,则成为酒企开启第二品牌的内在动力。

  中国酒业协会发布的《2024中国白酒中期研究报告》显示,2024年超过六成的白酒经销商和零售商面临库存增加的问题,三成以上商家出现现金流压力。在这样的背景之下,2024年上半年白酒市场动销最好的前三价格带分别为300—500元、100—300元、100元及以下。其中,100—300元价位的产品对渠道商而言“安全性”更高,动销表现更好。

  业内人士指出,从一定程度上来说,在存量市场竞争加剧的情况下,通过品牌裂变创造新的销售增量。

  白酒消费3.0时代

  如今,当众多酒企热衷于推出双品牌战略时,酒企如何借这一战略进一步巩固对存量市场以及增量市场的攻防体系?王传才指出,当前,白酒消费进入3.0时代,新一轮名酒品牌结构性、双品牌能否获得良好的市场成长,考验各大名酒企业运营能力与市场培育。

  理想的双品牌战略应实现1+1)2的协同效应,但在实际操作中,两个品牌可能产生内耗。

  对于多品牌战略,中国酒业协会理事长宋书玉则表示,多品牌是双刃剑。多品牌运作的核心是有没有在品牌间作出彻底切割。如果能做到,便是可以生存的品牌。否则,多品牌潜在风险,早晚会殃及主品牌。

  事实上,对于酒企而言,推出双品牌战略的核心仍在于通过布局更多增量市场以贴近消费者。酒类营销专家肖竹青指出,不同品牌与产品调性代表着不同的社交属性,代表着不同的心理价位预期。通过双品牌战略,能够让消费者清晰地根据消费场景来选择不同档次的酒。

  基于此,双品牌战略则成为酒企贴近消费者的重要抓手。程万松指出,本轮产业调整的核心方向,不是经济环境,而是当产业调整离消费者越来越近时,到了不得不与消费者做深度链接与沟通的关键时刻。如果这个问题不解决,本轮产业调整是不会结束的。

  尽管当下众多酒企布局双品牌战略,但业内人士指出,未来,待行业趋势逐渐回暖时,酒企或许会回归主品牌,回归单一大单品。

  北京商报记者刘一博冯若男

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