Study On Wuliangye Group Brand Strategy Issues And Countermeasure

The"liquor king" status of Wuliangye is not only depend on its unique quality and a long cultural history,but it's great brand strategy,including "OEM",brand management strategy and"1 +9 +8" brand strategy. As a coin has two sides, the great brand management strategy brings high-speed development to Wuliangye Group Co., Ltd, but at the same time,it takes crisis to its development in the market.Nowerdays, the Chinese liquor market presents four characters:market share concentration, lower alcohol degree of products and product competition internationalization, product structure middlization. This article analyses multi-brand strategy of Wuliangye, with qualitative analysis and quantitative analysis method, using portfolio of brands and architecture theory, theory of brand strategy, classifying all the brands of Wuliangye and found that brand structure presents two bottles small, the middle of the case. That means inducing number of low-end brand but increase the number of mid-and high-end brand, which is the results of the brand strategy,focusing resources on the development and promotion of high-end products in recent years,According to this phenomenon and part of the analysis of reference, this paper summarized the current brand strategy Wuliangye 4 success. First, divided the market, which takes full advantage of the dealers'resources, expanding the company's brands market share rapidly. Second, "Wuliangye"as security brand, increased consumer trust in the new brand, marketing, cost savings and also lowered the risk of new brands while entering the market.Third, after the excessive expansion, Wuliangye reduced the number of low-end brands to avoid excessive competition within the low-end brand, generate economies of scale, with the"1 +9 +8" brand strategy. Fourth,part of sub-brand position clearly, and formed the formation of "world+National+local "brand strategy complete system, which instruct the healthy development of Wuliangye in the future,。 However, the brand strategy is perfect in theory, but there are drawbacks in the process of implementation of the strategy. This article lists five disadvantages:1.The number of sub-brand is still lack of control:the number of low-end brand is decreasing, but the number of high-end brand is increasing;2. Most of the brand positioning is fuzzy, and still generates repeat positioning of the situation;3.There are sub-brands lack of cultural content, most brands differ from others relying that the difference of name and packaging. It's hard to please consumers;4. Lackeage of dealers'control. While the control of the brand dealers strength is not enough, distributors may have her own company's situation as a competitor.5.There're no sufficient brand communications. Most sub-brands sale their prodcts by the effect of the parent brand, "Wuliangye", overdcrafting the brand eqity of Wuliangye.Based on above analysis, for the practical problems of its multi-brand strategy in the implementation process,this article corresponds five-point countermeasures.1.The output of brand systemalization. The number of brands is not critical, but they need a centralized management system servicing for the target of strategy. Otherwise, it is superfluous.2. To clear sub-brand market position. It can avoid excessive competition in the same market.3. To rich cultural connotation of sub-branded products and increase market selling points.4. To Regard dealers as a strategic partner,.dispelling some of the brand bigger and stronger after the distributor centrifugal force.5. To increase brand promotion efforts, using advertising, marketing channels, promot sub-brand to a well-respected independent brand.