200亿,华润酒业的资本游戏

市场资讯
01 Jul

来源:文轩观察在中国酒业发展史上,华润集团的白酒扩张战略正逐渐演变为一个极具争议的商业案例。这个在啤酒领域所向披靡的资本巨擘,却在白酒行业遭遇了前所未有的挑战。反差华润最初勾勒的白酒版图堪称完美:通过资本并购整合多香型、多梯队的白酒品牌,打造“中国版帝亚吉欧“。这一构想建立在啤酒业务成功的经验之上,却忽视了白酒行业独特的产业逻辑。白酒的价值链核心在于品牌历史积淀和品质认知,这与啤酒的渠道驱动模式...

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