习酒开展“营销2.0”的营销体系改革

Core Viewpoint - The company is implementing a "Marketing 2.0" reform to enhance its marketing system, focusing on the establishment of three centers and the appropriate separation and deep integration of marketing and sales [1] Group 1: Marketing System Reform - The reform includes the establishment of three centers: Brand Promotion Center, Marketing Center, and Data Operation Center [1] - The Brand Promotion Center is responsible for overall online and offline promotional activities, consumer cultivation, and effective communication of the brand's cultural narrative [1] - The Marketing Center focuses on the sales of three major product lines: Junpin, Jiaocang, and Jinduan, integrating online, offline, and customized development efforts [1] - The Data Operation Center aims to enhance data accuracy and collection, establishing market evaluation models to support market decision-making [1] Group 2: Industry Context and Implications - The "Marketing 2.0" reform addresses industry challenges related to stock competition, responding to the company's channel pressures and brand upgrade needs [1] - The reform serves as a benchmark exploration for the liquor industry, transitioning from channel inventory pressure to precise operations [1] - Previous issues included fragmented promotion across multiple product lines and insufficient channel control, which the reform aims to resolve by integrating resources and leveraging data to tackle pricing discrepancies and sluggish sales [1]