Successful cases of liquor marketing 1 In the current market environment, all kinds of new concepts and theories about marketing are flying all over the sky, which makes you dazzled and at a loss. Marketing is actually very simple, nothing more than around? Business? A series of activities carried out by their relationship. Innovation must first be re-examined? Business? The relationship between them, second, to be different at low cost, and third, to solve the problem of innovation? Buyer and seller? The information asymmetry problem of
1. Marketing is not? Sell? But? Buy?
From the enterprise's point of view, what is marketing? Aim at the demand, sell products or services to customers in the right place, in the right way and at the right price? In traditional thinking? Marketing means that enterprises sell things and encourage consumers to buy things? . Innovation is to find a way. How's it going? How to sell more, better and longer by doing what you like? Let consumers accept products willingly and say thank you at the same time. The main task of innovation is to make people have full trust and confidence in your products or services, so as to encourage them to buy. The trust and peace of mind of consumers are the fulcrum of marketing innovation, and the key factor affecting the success or failure of marketing is whether they can gain the trust and peace of mind of consumers. Marketing is not there? Sell? , but in? Buy? What you buy is the trust and peace of mind of consumers. By extension, what you buy is the satisfaction and loyalty of consumers. Buy? Intimate relationship with consumers.
If you take it? Buy? When you start marketing activities, you will feel suddenly enlightened. Publicity and promotion is no longer to promote products, but to gain customers' recognition and cognition, so that consumers can gradually get familiar with the brand, like the brand and even fall in love with it. Talk about marriage? To achieve long-term and mutual trust.
2. Low cost and differentiation.
One of the basic tasks of innovation is to be unique and different, get out of the homogenization of the market and realize differentiation. However, in practice, blindly pursuing novelty and strangeness will often lead to an increase in operating costs and a decline in corporate profits, making you afraid to think, shout and innovate. Under the condition of traditional industrial competition, the cost-leading strategy and the differentiation strategy are incompatible, and it is impossible to be unconventional if you want to adopt low cost.
However, the blue ocean strategy based on value innovation challenges this view. The blue ocean strategy pursues both low cost and differentiation. From outside to inside? Based on customer demand, through the analysis of key market competitive factors, re-examine and promote the competitive strategy? Eliminate-reduce-increase-create? To build a value curve, eliminate-reduce? Some competitors in the industry are generally concerned about competitive factors that have little impact on customers' demand for cost reduction. At the same time? Increase-create? Factors that competitors in the industry ignore or ignore, but have an important impact on customer demand, to increase value and create new demand, so as to get rid of competition and create a blue ocean without fierce competition.
The blue ocean strategy is not based on competitors, is it? Eliminate-reduce-increase-create? It takes a lot of courage. Business owners who are fascinated by the current competition mainly imitate and habitually ask themselves innovative strategies? Have competitors adopted this innovation? 、? The same industry is doing it, is it feasible for us not to do it? When I was serving a liquor company, I designed a high-end liquor for the company. Club marketing model? Generally speaking, it is based on the wine culture experience hall, and carries out activities such as gathering friends, member service, series of wine tasting activities and direct sales. Exit the highly competitive liquor terminal market. However, this model was rejected by the business owners on the grounds that? If the same industry does not do this, it is too risky to give up the terminal. . Later, I found a famous liquor brand in China. Liquor Club Marketing? Marketing skills of similar models. And achieved good results, really feel sorry for the original enterprise.
Under the guidance of Blue Ocean strategic logic, you should not focus on defeating competitors, but create a value leap for enterprises and consumers, thus creating a non-competitive market space and getting rid of competition completely.
The present situation of market competition is that many enterprises are caught in the cruel and bloody Red Sea competition, with homogenization of products, terminals and markets. Now you copy me and I copy him, and the marketing elements are the same. This phenomenon of following the trend and copying each other in the industry has caused the market to fall into the Red Sea competition. The traditional method is to improve the diversified functions of products and refine varieties. But at the same time, it increases the operating cost, the effect of enhancing competitiveness is unpredictable, and the effect of practice is often difficult to achieve the expected goal.
In my opinion, we should analyze and study the essence and laws of each link from the multi-dimensional perspective of buying and selling, explore the needs of dealers, consumers and customers, explore, stimulate, create and meet the segmented, potential and unsatisfied needs of the target object, and link the needs with the products or services you can provide. Successful docking means successful innovation and entering the blue ocean without competition.
3. Go out of innovation? Information asymmetry? difficult position
For innovation, there is asymmetry of market information between buyers and sellers, that is, the seller has more information about innovation than the buyer, but the buyer does not understand innovation. It is because of the asymmetry of market information that ordinary products crowd out high-quality innovative products. This phenomenon is also called. Lemon effect?
I think this phenomenon also exists in some industries with fierce market competition, such as health care industry, veterinary drug industry, education and publishing industry. Seller? Have more product information than. Buyer? The information they have is asymmetric, so consumers can't accurately understand and evaluate the value brought by product innovation, and can't judge what is new and good and what is poor and worthless. A large number of ordinary products have a great impact on innovative products with irregular operation. In the traditional medical and health care products market, the recommendation of doctors has become the main basis for patients to choose products. But in the actual market behavior, driven by interests, doctors will recommend drugs with higher profits but not better quality. This makes it difficult to standardize the operation of innovative drugs, and innovative medical and health products are gradually squeezed out of the market by ordinary products, leaving only popular and innovative products in the pharmaceutical market and falling into a vicious circle.
The root of getting out of the lemon market is to build a strong brand. High-quality and innovative products often reflect the brand's concept, mission and value, and have a distinctive and unique brand theme. Over the years, the difference between the products we have seen is whether there are strong brands. A strong brand must be carefully built, innovative, and meet the internal needs of consumers, including the efforts and pursuits of brand managers.
For the buyer, the brand represents a promise, a guarantee of trust, and a certificate for the buyer to choose innovative products. The importance of brand is beyond doubt. What we need to do is how to build a brand. First of all, brands should be used to guide product research and development, marketing operation, channel planning and promotion, and then the inspection and audit of brand marketing behaviors should be strengthened to make these behaviors meet the requirements of brand strategic planning.
In a popular saying, the seller makes a promise to the buyer first, then fulfills this promise, and finally checks whether he has made a promise.
Innovation going out? Distorted rubber market? To build a strong brand, at the same time, we should get rid of the homogeneous low-level competition, make efforts to reduce costs, make innovation market-oriented, optimize and create the value of buyers and sellers, and let innovation truly lead the sustainable development of enterprises.
Successful cases of liquor marketing II. introduce
Last year was a special year for the wine industry. Under the influence of the overall recovery of the national economy, the liquor market in China is also booming. While the output of the wine industry is increasing, the economic benefits are falling sharply. The liquor market was further adjusted and optimized, and the product quality was continuously improved. Faced with such a severe challenge, the oversupply of the market will make the competition more intense. Brand effect, economies of scale and capital operation will all have new performances. Huarong Road Liquor Co., Ltd. can occupy a place in the fierce competition of liquor industry only by applying new marketing concepts and skills in the competition. At present, the overall pattern of China liquor industry is as follows: while the overall decline, the share of famous wines continues to expand, and the liquor industry is in the stage of internal adjustment and upgrading; Regional brands compete with national brands, and one side has points; Large-scale liquor groups have shifted from product management to brand and capital management, trying to find new economic growth points.
Through the actual understanding of Huarong Road Liquor Co., Ltd. and the investigation and analysis of liquor market, our company draws the following conclusions:
First, Huarong Road Liquor Co., Ltd. urgently needs to strengthen product marketing management. In June 5438+February last year, authoritative experts from the national wine industry gathered in Changsha to discuss the development trend of the wine industry in Hunan and even the whole country. The meeting revealed that Hunan Province will substantially rectify the liquor market, and only the liquor wholesale points in Hunan will be cut by about 90% before the Spring Festival. Experts believe that the current situation of liquor production in Hunan Province is promising, but the liquor sales market is very chaotic, among which the problem of fake liquor is particularly prominent. To this end, Hunan Province will try out a liquor licensing system, and dealers who fail to meet the requirements are not allowed to operate liquor. At least six cities have completed this reform before the Spring Festival. Hunan Province will complete this reform early next year. It seems that it is imperative for Hunan Huarong Road Liquor Co., Ltd. to establish a professional marketing company in cooperation with strong players.
Second, Huarong Road Liquor Co., Ltd. should speed up the adjustment of product structure and develop multi-variety, low grain consumption, low alcohol content and high nutrition brand-name liquor to meet the market consumption demand. In terms of brand, we should pay attention to the close combination of liquor products and corporate culture. What is the recommended main product positioning? Huarong road? On the brand of wine series, after gaining the main market share, will it be launched in due course? Wang Huarong? And then what? Queen Huarong? . In addition to maintaining the inherent characteristics of liquor, we strive to find differences in alcohol content, taste and flavor and form our own characteristics.
Third, the product packaging of Huarong Road Liquor Co., Ltd. should be trendy, up to standard and innovative. Consumers' first impression is good, which is not only luxurious and solemn, but also expresses infinite meaning with a bright and concise image, pays attention to brand characteristics and style, and has certain aesthetic value and festive value.
Second, Hunan liquor market survey
1, basic investigation:
Perfume, Brand and Culture
Dominant aroma types: Luzhou-flavor and dual-flavor.
Best selling wine: 5260?
Major local brands:
Changsha Baisha liquid series
Hengyang Huiyanfeng series
Xiangxi Xiangquan series
Shaoyang kaikouxiao series
Major brands from other places entering Hunan:
Sichuan Jiannanchun, Wuliangye, Jinliufu, Liuyang River, Quanxing, Tuopai and LU ZHOU LAO JIAO CO.,LTD Co., Ltd..
Anhui Jin seed
Hubei daohuaxiang
Kweichow Moutai, a little confused fairy
2. Consumer market survey
80% of the liquor in Hunan liquor market is 52? Yes, the trend of high level is obvious. Liquor market price 3? 10 yuan /500ML and 18? 45 yuan /500ML low-grade wine is the best seller. The three of them? The market share of 10 yuan /500ML low-alcohol liquor is 43.6%, and the consumption areas are mainly rural areas and towns. 18? The market share of 45 yuan /500ML medium-priced wine is 4 1.2%, and the consumption areas are mainly cities, cities and districts, with a total market share of 84.8%. 60? The market share of 880 yuan /500ML high-priced liquor is 15.2%, the consumption area is mainly concentrated in Changsha, Zhuzhou and Xiangtan, and the consumption destinations are gifts, catering and weddings.
There are 33.52% consumers who want white wine to taste mild and don't drink it. 77.23% consumers are willing to accept liquor provided by large state-owned brewing enterprises, and the important factor is safety and reassurance. Highly educated consumers, accounting for 13. 13% of the total number of people surveyed, are eager to drink eco-type liquor that is pollution-free, harmless to health and returns to nature. In the market consumption survey, almost 1 0,000% of the respondents hope that liquor production enterprises will launch liquor with certain physiological functions.
3. Packaging survey
A survey of Gao Qiao 10 distributors in Hunan Province shows that 96.2% of the distributors reflect that the packaging of Jiannanchun, Maotai, Xiaohuxian and Wuliangye is luxurious and solemn, expressing infinite meanings with vivid and concise images, focusing on national styles, such as Liuyang River, Jinliufu and Xiao Kai, which are full of local cultural colors and have certain aesthetic and festive values.
Hunan consumers have obvious differences in packaging choices between high-grade wine and mid-grade wine. In high-end wine, they like luxurious and solemn packaging, which has a lot to do with high-end wine being treated as a gift. Mid-range wine, Hunan consumption is mostly used for banquets, paying more attention to the simplicity and elegance of packaging, and like packaging that highlights cultural taste.
4. Market review
There are many brands in Hunan liquor market, including almost the major brands of Sichuan, Guizhou, Henan, Hubei, Anhui and Jiangsu. We conducted a popularity survey of mainstream brands. Liuyang River and Jinliufu are 95.3% and 92.7% respectively; Followed by Xiangquan, the market visibility was 88.2% respectively. In the investigation of liquor outside Sichuan, Sichuan Wuliangye and Jiannanchun have the highest market popularity, reaching more than 95. 1%. For the liquor consumption market, the popularity and market credibility of liquor have a very important impact on the choice of liquor consumption. Judging from the survey results, brands with high popularity and credibility have high market sales.
Brand awareness and market consumption are basically in direct proportion, but from the detailed analysis, we can find that the awareness of Fen-flavor liquor (such as Fenjiu) and Maotai liquor is inversely proportional. The main reason for the decline in the market sales of Fen-flavor liquor is that Hunan people's drinking habits have been influenced by Luzhou-flavor for a long time, and the reason for the decline in the market sales of Maotai liquor is mainly influenced by high market prices and competition.
Although Sichuan liquor is still the mainstream of Hunan liquor market (about 60%), most of it is middle and low-grade liquor. Facing the adjustment of white flow tax, the situation is grim. Moreover, in the first half of this year, the sales of many liquor companies in Hunan declined.
How is the performance of Sichuan-Anhui wine in other provinces? Big? . There are more than 2 5 brands of Sichuan liquor (including series liquor), among which Jian Nanchun is a taster, and Wuliangye is particularly good (except Quanxing and drunkards), mainly because Wuliangye is too expensive and is greatly influenced by fake liquor (the credibility is only 55.6%). The outstanding performance of Jian Nanchun comes from the reasonable price (52? 1 16 yuan /500ML) and our excellent anti-counterfeiting work. Quanxing, LU ZHOU LAO JIAO CO.,LTD and Tuopai (including their series of wines) dominate the middle and low-grade wine market.
It has been selling well in Hunan market. The best-selling area of Sichuan wine is Changsha, and some dealers even put forward? Non-Wuliangye liquor is not sold! ? Slogan.
Among the Huizhou wines, Anhui Liquor Group's century-old Huizhou wine market is relatively stable, and gold seeds are active. It invested some advertising expenses in Hunan market, and its Dahuang Liquor increased its promotion, but it is doubtful whether it can gain a firm foothold. Your government withdrew from the market after reducing or canceling advertising support (a famous market? Impetuousness? )。