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  转自:名酒时空

  1952年,江西樟树国营酿酒厂成立,这便是四特酒的前身。依托“整粒大米为原料、红褚条石筑窖、三型具备犹不靠”的独特工艺,四特酒开创了“特香型”白酒品类。

  2012年,四特酒迎来历史巅峰:销售额突破50亿元,占据江西白酒市场半壁江山,甚至力压彼时营收仅42亿元的古井贡酒。这一时期的四特酒,不仅是江西的骄傲,更被视为区域酒企的标杆。 

  然而,这一辉煌如昙花一现。2023年,四特酒营收跌至15.08亿元,省内市场份额仅剩10%,被李渡酒业及川酒、苏酒、徽酒品牌全面围剿。十年间,昔日的“赣酒之王”如何从云端跌落? 

  |转折点:战略缺位与领导真空

  2002年,廖昶临危受命,通过砍掉52款冗余产品、聚焦核心单品的改革,带领四特酒走出低谷。然而,2016年白酒行业复苏期,这位掌舵者却远赴海外,导致公司陷入“战略真空”。 

  不仅老板出走,高层也出现动荡。2013年,副总经理贺恒辉等核心高管离职,销售团队大面积裁撤。此后十年,四特酒营销组织“溃不成军”,南昌市场业务员甚至被业内调侃为“躺平专业户”——打卡拍照后便将工作推给经销商。 

  事实上,2012年后,四特酒曾提出“三年跻身百亿俱乐部”的目标,却在2013年行业调整期戛然而止。此后,其战略在“深耕江西”与“全国扩张”间反复摇摆。产品定价从80元到2580元的混乱跨度,让品牌定位模糊不清。相比之下,李渡酒业2015年便以“沉浸式酒旅体验”和高端圈层营销,稳扎稳打实现结构性增长。 

  |错失黄金期:产品老化与渠道失守

  2009年推出的东方韵系列,曾是四特酒冲击50亿的主力。然而,十年未升级的产品线逐渐老化,消费者评价其“口感粗糙,品质不稳定”。

  2019年推出的天工1952、2022年上市的天工1972,试图对标茅台、五粮液,却因缺乏品牌叙事和消费者认知,在600元以上的高端市场几无存在感。 

  过去十年,白酒竞争,特贴是渠道竞争越发激烈。四特酒却固守“裸价模式”(即低价供货给经销商,依赖渠道利润驱动),导致终端利润穿底、经销商动力不足。

  当四特酒困守传统渠道时,李渡酒业以“元代古窖池申遗”为文化支点,打造酒旅融合体验,2024年营收突破13.14亿元。其高端产品李渡1955(2015年推出)通过圈层营销,成功占领政商务消费场景,与四特形成鲜明对比。 

  江西白酒市场容量仅150亿元,但开放性竞争使其成为兵家必争之地。古井贡酒、洋河、泸州老窖等品牌凭借成熟的全国化网络,迅速填补四特退守后的市场真空。至2023年,外来品牌已占据江西70%以上份额。 

  |生死时刻:四特酒能否“逆风翻盘”?

  2019年,四特酒被曝出2015年批次产品甜蜜素超标,直接冲击其“传统工艺”的品牌形象。消费者投诉【下载黑猫投诉客户端】称“口感变差、易上头”,甚至有人直言“难以下咽”。品质滑坡的背后,是基酒供应从老厂转向新厂导致的工艺失控,以及管理层对生产环节的疏于监管。 

  近年,四特酒试图以“幸福中国年”IP重塑品牌温度,通过灯光秀、春节TVC、扫码赠酒等活动触达消费者。2024年“双十一”直播带货虽初现成效,但其品牌声量仍远不及李渡的“申遗”话题。 

  四特酒的历史底蕴和品类优势虽然仍存,但是仍然需要解决三大问题:一是重建核心管理层,填补管理真空;二是聚焦核心产品核心价位,重塑品牌形象;三是拥抱新渠道,实现数字化营销转型。

  四特酒的衰落,是中国区域酒企在行业集中化浪潮中生存困境的缩影。其教训警示后来者:品类创新是起点,但绝非护城河;战略定力与组织韧性,才是穿越周期的关键。当“特香”不再特,“王者”终成往事,四特酒的故事,或许正是中国白酒黄金时代的一面镜子。

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