Hui wine and Yanghe attacked Wuliangchun. Judging from the market performance, the most direct reason why Wuliangchun is challenged is the rise of Huizhou wine and Yanghe blue classic. Although the terminal investment of Huizhou wine is huge and fierce, most people still think that this is not the main reason why Huizhou wine can rise. The effect of terminal promotion campaign is not as good as before, especially for products with typical brand advantages such as Wuliangchun, it is difficult for terminal tactics to cross brand barriers. Mature consumer groups in Wuliangchun for many years will not easily change their choices because of the promotion of Huizhou wine. Therefore, if there is no unexpected large price adjustment two years ago in Wuliangchun, maybe Huizhou wine industry will face a huge investment, a grand scene, but also a huge loss. Two years ago, after the well-known price increase in 40 yuan in Wuliangchun, Huijiu quickly seized the price space of 108 yuan for the catering terminal, and products such as Kouzijiao and Yingjia vigorously competed for some disoriented consumers in Wuliangchun at the mainstream consumption price of 100 yuan, and the terminal promotion war quickly achieved results.

For Wuliangchun, Yanghe Blue, a classic product of Hailan, has become another strong competitor besides Huizhou wine. The retail price of Haizhilan Restaurant is about 130 yuan, which is higher than that of Huizhou wine in price positioning and directly approaches the guiding price of Wuliangchunyue 158 yuan. Yanghe's success in 2005 is not only related to its own terminal operation, but also related to the whole market environment. The competition of Huizhou wine for many years has already numbed consumers, and Wuliangchun is also an old brand for many years. Consumers have potential demand for new products, and channels also have the demand to introduce new products to increase profits. In addition, Yanghe Blue Classic has a more accurate psychological grasp of consumers. For example, Yanghe itself has obvious brand advantages. Yanghe is a local product, which is very familiar to consumers and easy to cut into the market. In addition, Yanghe has given the market a brand-new feeling on the basis of following the advantages of traditional brands. For example, soft wine quality appeal, blue differentiated image design and so on. The success of Yanghe Blue Classic is the result of its own traditional advantages, innovative advantages, market terminal emphasis advantages, business space advantages, price positioning space advantages and market opportunities.

In this big environment, Wuliangchun not only increased profits by raising prices, but also provided opportunities for competitors. Due to the failure to take timely adjustment measures in the rapidly changing market structure, it presents a situation of weak response and stagnant market sales.