赵崇甫：品类失焦、品牌悬空，金种子酒的战略困局与人事流沙

Core Viewpoint - Jinzhongzi Liquor is facing a financial crisis characterized by continuous losses, which stems from a lack of clarity in category strategy and brand positioning [1] Category Strategy - The company's attempt to penetrate the "mid-high-end" market has failed due to a misreading of market dynamics and speculative positioning [2] - The introduction of the "Fuhuo Xiang" series has not resonated with consumers, generating only 37.28 million yuan in revenue in the first half of the year, accounting for less than 10% of total revenue [2] - The rapid contraction of low-end products has led to a significant revenue decline, with low-end liquor income dropping by 33% year-on-year [2] Brand Positioning - Jinzhongzi's brand positioning oscillates between being a "historical famous liquor" and a "new noble of China Resources," failing to establish a strong market presence [5] - The company has multiple brand directions, such as "Soft Seed Liquor," "Fuhuo Xiang," and "Drunken Autumn," leading to resource dilution and ineffective brand communication [5] - The "China Resources" label, while providing capital and channel resources, risks creating a narrative of dependency rather than building intrinsic brand value [6] Personnel Changes - The departure of He Xiuxia symbolizes a disconnect in strategic execution, reflecting a lack of patience from China Resources regarding the liquor business [7] - Frequent leadership changes hinder the continuity of strategic initiatives, leaving stakeholders confused about the company's direction [7] - The lack of a consistent long-term strategy may prevent Jinzhongzi from establishing a solid market position, as seen in competitors like Gujing Gongjiu [7] Recommendations - Jinzhongzi should refocus on its core category strategy, identifying a stable market position and aligning its brand with that position [8] - The company needs to avoid chasing fleeting concepts like "mid-high-end" and instead concentrate on building a strong cultural identity around its existing products [8] - China Resources must recognize the differences between beer and liquor industries, allowing for a longer strategic timeline to cultivate brand value in the liquor market [8]