In recent years, we have always seen advertisements for liquor brands, both on television, billboards on expressways, and large LCD screens that are bustling with downtown, and are more common than ever. Behind the flashy, it reflects the vigorous development of the Chinese liquor industry.
In the face of huge market potential and opportunities, competition is fierce. How to grasp the historical development opportunity and stand out in the fierce market competition is crucial.
There are tens of thousands of successful roads, and one of the most important ways or means is to take a differentiated brand line. The brand line of Chinese liquor can be summed up in three main ways. One is advertising wine, such as Qinchi; the other is historical and cultural wine, such as Jiannanchun; and third, it is plate wine, such as Yanghe Blue. Classical and mouth cellar and so on.
In relation to specific brand building methods, the liquor industry has formed a common practice: to play the historical and cultural brand, it seems that it has left history and culture. Liquor cannot be used as liquor. Here, the author can not help asking a question: "Who said that liquor brands must take the historical and cultural road?" "Liquor does not care about history, no culture, can do brand building it?"
The answer is: not relying on liquor history and culture, liquor brands can also be molded out. The brand's modern construction and innovative methods, this kind of differentiated and distinctive branding road, is the opportunity for those who enter the liquor industry and modern liquor.
Create the traditional path of liquor brands - playing history and culture
Let us review history. From the 1990s to the present, China's liquor industry has undergone two major historical stages. The first stage is the advertising culture of the 1990s. The “Qinchiâ€, “Titusi†and “Qiminsi†Brands such as “Xilimengâ€, “Double Wheelâ€, “Shahewangâ€, “Seed†and “Zhang Gong†quickly established a short-term competitive advantage relying on the popularity of advertisements. The second stage is the first 10 years of the new century after 2000, entering the historical and cultural stage of liquor, such as: Jian Nanchun's “Tang Shi Jing Liquor, Sheng Shi Jian Nan Chunâ€, Maotai’s national wine culture, Wuliangye’s pit culture, Shuijingfang The “First Square of the World†and the “culture of noble life†are outstanding representatives. At this stage, the historical and cultural construction and marketing climax of liquor is a gold tide that has emerged as a result of liquor consumption upgrade and price increase.
In these two stages, the construction of liquor culture has its limitations and deficiencies. First of all, "brands" built solely on the basis of popularity are houses built on the sand and cannot stand up to the storm of the market; secondly, the construction of historical culture in the second stage is not so much a culture as it is a label of culture. Because it is merely that liquor companies are born to meet those who are rich and unsure and consumers are blindly pursuing price tags. This kind of cultural consumption is blind, immature, impetuous, and innocent cultural consumption. It is only The product of an era cannot be sustained.
Judging from the market reaction, it seems that consumers should come to the scene through the main historical and cultural brand. However, with the combination of modern life, it seems that there is no point of contact with consumers, so that some advertisements for liquor are done Overwhelming, but consumers are indifferent.
Therefore, the main historical and cultural brand, from the market actual point of view, can not guarantee the success of the brand.
According to a study conducted by Shanghai marketing planners for over-limit wars, from another perspective, not all liquor brands are suitable for historical and cultural brands.
As a liquor, not all companies should package their own wine culture. Some companies are suitable for cultural marketing, while others may not be suitable.
why?
We know that liquor is divided into high, medium and low grades, and liquor brands of different grades have different strategies for brand building.
For high-end liquor, the target consumer groups it targets are civil servants and corporate executives. In these elite characters' communication occasions, high-end liquor plays a kind of ideology, a kind of luxury, and a subtle, low-key, so it is particularly necessary to shape the history and culture of liquor and the luxury of packaging.
Middle-end liquor, facing the urban citizen class. Due to the busy life of their own lives and work, this part of the consumer group is actually pursuing a comfortable and laid-back feeling. Therefore, those liquor brands that promote leisurely and peaceful values ​​become their friends.
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