西凤酒营销公司“一把手”换人，背后暗藏怎样的突围焦虑？

Core Viewpoint - Zhang Yong has been appointed as the General Manager of the Xiangyin Wine Marketing Management Company, indicating a strategic shift in the company's marketing leadership to enhance brand positioning and sales effectiveness [1][5][6]. Group 1: Leadership Changes - Zhang Yong previously served as the Secretary of the Board and Executive Vice President of the Marketing Management Company, with the former General Manager being Zhou Yanhua [4][5]. - The appointment of Zhang Yong is part of a broader trend of executive changes at Xiangyin Wine, which has seen multiple high-level personnel adjustments in 2023 [6]. Group 2: Marketing Strategy - Zhang Yong has emphasized the need for a comprehensive marketing system overhaul to adapt to new market competition and industry adjustments, aiming to capture strategic advantages [5]. - The company is focusing on enhancing the high-end image and market visibility of its "Red Xiangyin" brand, which is considered a core strategic market [5][6]. - Xiangyin Wine has been actively penalizing distributors to strengthen price control while pushing for high-end and national expansion in its marketing strategy [6][8]. Group 3: Market Positioning - Despite being one of the "Four Great Famous Liquors," Xiangyin Wine's revenue scale is not comparable to leading brands like Moutai and Fenjiu, facing challenges in its mid-to-high-end product lines [8]. - The company has launched high-end products like "Red Xiangyin," priced at 1499 yuan, to compete with premium brands, but its brand recognition still lags behind other high-end products [6][8]. - The current market environment is characterized by strong differentiation, with leading brands expanding rapidly while regional brands like Xiangyin face market share erosion [8].