本案例由江南大学商学院的吴媛媛教授团队撰写，江南大学商学院案例中心研究员葛智杰全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：改革开放以来，随着人们消费能力与消费水的不断提升，原先的竞争力器——低价，逐渐变成了质量差与低档的标签，对优质品牌与产品的需求愈发迫切。国营高沟酒厂在面临倒闭之际，优化调整人事结构，深入消费者群体，了解当前市场的环境及消费者的需求。经过与公司内外部专家学者合作交流，加强研发，不断革新生产技术、提升工艺、创新营销、优化产品结构，成功推出“今世缘”与“国缘”品牌，打造全新的缘文化，发力中高端市场，实现品牌升级。此外，公司复活“高沟”品牌抢占平价酒市场，形成覆盖低端、中端与高端的产品布局。在市场需求萎缩与行业竞争加剧的环境下，企业收入与利润依然保持了较高速度的增长。该案例丰富了消费品牌附加值提升的实例，并为企业品牌升级战略的选择提供了借鉴。

关键词：消费升级；今世缘；品牌升级；技术创新

King's Luck: Wine fragrance is also afraid of alley deep, brand promotion is in urgent

Abstract: Since the reform and opening up, with the continuous improvement of people's consumption power and water consumption, the original competitive instrument -- low price has gradually become a label of poor quality and low grade, and the demand for high-quality brands and products is increasingly urgent. When the state-owned Gaogou Distillery is on the verge of bankruptcy, it optimized and adjusted personnel structure, in-depth consumer groups, understand the current market environment and consumer demand. After cooperating with internal and external experts and scholars in the company, strengthen R & D to constantly innovate production technology, improve process, innovate marketing, and optimize product structure, the company successfully launched the “King’s Luck” and “National Luck” brands, created a new Luck culture, and made efforts in the high-end market to achieve brand upgrading. In addition, the company revived the "Gaogou" brand to seize the affordable wine market, forming a product layout covering low-end, mid-end and high-end. Under the environment of shrinking market demand and intensifying industry competition, the company’s revenue and profit still maintained a high speed of growth. This case enriched the examples of consumer brand value-added enhancement, and provided reference for enterprise brand upgrading strategy.

Keywords: Consumption upgrade, this world of wine industry, brand upgrade, technological innovation