深圳酒业25强共商市场破局之道：十点应对策略助行业穿越调整周期
深圳酒业25强共商市场破局之道：十点应对策略助行业穿越调整周期
25 Top Shenzhen Liquor Enterprises Discuss Market Strategies: 10-Point Response Plan to Navigate Industry Adjustment
导语/Introduction
酒商如何穿越新周期？深圳酒业市场分析及发展研讨会召开，提出"十点应对"：认清形势，把握市场，谨慎库存，控制费用，合理避险，聚焦品牌，创新渠道，理性应对，降低预期，稳健前行！
How can liquor merchants navigate the new cycle? Shenzhen Liquor Industry Market Analysis and Development Seminar was held, proposing a "10-point response": understand the situation, grasp the market, manage inventory cautiously, control costs, hedge risks rationally, focus on brands, innovate channels, respond rationally, lower expectations, and move forward steadily!
行业现状/Current Industry Situation
5月22日，由深圳市酒类行业协会主办的"深圳酒业市场分析及发展研讨会"在恒泰裕集团•汉御坊酒业总部大楼举行。这场会议有多重要？仅从出席的25家深圳大商可见一斑。
On May 22, the "Shenzhen Liquor Industry Market Analysis and Development Seminar" hosted by Shenzhen Liquor Industry Association was held at the headquarters building of Hantaiyu Group•Hanyufang Liquor Industry. How important was this meeting? This can be seen from the attendance of 25 major liquor enterprises in Shenzhen.
核心观点/Key Insights
张铁军 深圳市经典好年商贸有限公司董事长
Zhang Tiejun, Chairman of Shenzhen Classic Good Year Trading Co., Ltd.
"当前，受疫情影响，深圳酒类市场尚未恢复常态，厂商经营承受压力。经销商的破局发展，关键在于适应新环境，融入新场景，拓展新消费，满足新需求。"
谢宝 深圳市银宽酒业有限公司董事长
Xie Bao, Chairman of Shenzhen Yinkuan Liquor Co., Ltd.
"宏观经济对酒业具有很大影响，行业最关键要有信心，不能着急，慢慢来，要创新新的销售渠道。酱酒市场加速调整，新的市场节点浮现，未来3-5年内将会继续调整。"
王新华 深圳市盛唐酒业有限公司总经理
Wang Xinhua, General Manager of Shenzhen Shengtang Liquor Co., Ltd.
"今年酒业新一轮调整跟以往有很大不同：上一轮调整期（2012-2016年）最大困难主要是上游的品牌方和酒厂，渐变影响行业，本次调整特别快速，完全是突变。"
十点应对策略/10-Point Response Strategy
- 认清形势 Understand the situation
- 把握市场 Grasp the market
- 谨慎库存 Manage inventory cautiously
- 控制费用 Control costs
- 合理避险 Hedge risks rationally
- 聚焦品牌 Focus on brands
- 创新渠道 Innovate channels
- 理性应对 Respond rationally
- 降低预期 Lower expectations
- 稳健前行 Move forward steadily
渠道创新案例/Channel Innovation Cases
赵红宇 深圳嘉益禾营销管理有限公司董事长
Zhao Hongyu, Chairman of Shenzhen Jiayihe Marketing Management Co., Ltd.
"嘉益禾前几年在大卖场渠道都是保持每年30%高速增长，今年会微调。目前我们的策略是大力度参与大卖场的线上销售，据统计目前大卖场线上销售占总销售额份额超过30%。"
高海贝 深圳华邑国际酒业有限公司董事长
Gao Haibei, Chairman of Shenzhen Huayi International Liquor Co., Ltd.
"华邑目前的方案是：1、大量招人，进行培训；2、对客户进行赋能培训；3、和国企央企开展沟通合作。未来还是要凝聚力量，联盟起来和厂家合作。"
结论/Conclusion
深圳市酒类行业协会秘书长杨克建表示，希望通过本次分析研讨会，更加全面、深刻地反映深圳酒类市场环境变化和经销商经营现状，促进厂商关系建设，纾解经销商压力，助力行业良好发展。
Yang Kejian, Secretary-General of Shenzhen Liquor Industry Association, said that he hoped that through this analysis seminar, the changes in Shenzhen's liquor market environment and the operating status of dealers could be more comprehensively and profoundly reflected, so as to promote the construction of manufacturer-dealer relationships, relieve the pressure on dealers, and help the industry develop well.
