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五糧液(000858.SZ):2023年堅定不移地推動產品價格向品牌價值的合理迴歸
格隆匯 05-30 19:27

格隆匯5月30日丨五糧液(000858.SZ)於2023年5月26日召開股東大會,交流環節中,就“銷售方面”,公司表示,量價策略。“有價才有市,有市才有量”,是五糧液量價關係的基本邏輯。公司將堅持實現“兩個匹配”,即“區域市場計劃量要與本市場需求相匹配,經銷商計劃量要與其真實動銷能力相匹配”,確保市場良性發展。2023年隨着經濟回暖、消費恢復,公司將充分把握市場機遇,制定綜合措施,堅定不移地推動產品價格向品牌價值的合理迴歸,以“和美”理念貫穿營銷全過程,加快健全完善和美營銷模式,實現高質量銷售。

動銷方面。五一期間公司核心產品動銷在26個大區基本都實現了雙位數增長。

產品方面。低度酒產品系五糧液於上世紀70年代,在著名數學家華羅庚先生的指導下,在白酒行業內率先研發,低度酒工藝系白酒行業最優。公司將充分發揮多糧濃香在低酒度白酒領域的獨特品質優勢、文化優勢,加強消費培育,引領健康消費,採取更加積極的市場策略,搶佔主銷區域市場份額。未來,公司對低度酒產品將堅持“低度不低價”的策略,推動高端低度酒品牌價值提升。

五糧液濃香酒方面。濃香公司將集中力量打造五糧春、五糧醇、五糧特頭曲、尖莊四個大單品戰略,進行市場分級分類深度建設、強化消費者培育、創新營銷方式。

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