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internal competition within the company has also exacerbated these difficulties. the number of langjiu distributors has doubled from 1,683 in 2018 to more than 3,000 in 2024, but it still cannot effectively solve the problem of market saturation. this not only reflects the competitive pressure on langjiu in the market, but also means that the company needs to rethink its sales strategy.
langjiu once tried to break through the bottleneck by upgrading its luzhou-flavor series to a blended-flavor type, but the current inventory and sales performance are not good. the promotion strategy of the fifth-generation qinghualang is also facing challenges. the high price may cause a rift in the emotional connection between the brand and consumers.
this is not an isolated incident for langjiu. it reflects the overall competitive situation in the liquor industry. the market share of high-end liquor brands such as moutai and wuliangye continues to be stable, while langjiu also faces challenges from xijiu and moutai's sauce-flavored liquor series in the sauce-flavored field. langjiu tried to sprint into the market through a high-end strategy, but its strategic execution seems insufficient to support its goal.
langjiu's predicament is not only due to market competition, but also to the contradiction between internal management and dealers' price inversion. the phenomenon of high salary and low ability has aroused doubts, which may be a reflection of langjiu's own operating difficulties.
however, langjiu’s predicament did not happen overnight; it also reflects the challenges and opportunities that companies face in the course of their operations. langjiu’s predicament has also brought reflection to the industry, which needs to re-examine its development strategy and find ways to break through the bottleneck.
