In the first part, I talked about the "golden sauce wine" of Shi Yuzhu .
Today, two entrepreneurs and investors of "Willing" wine and "Golden Sauce Wine" conduct brand concept benchmarking.
The brand is always new and the foundation is everlasting
Anyone, not just Shi Yuzhu, is entering the (another liquor) sector, regardless of the previous brain platinum , golden partner, Wuliangye Golden Liquor_ Whether span5span is successful or not, as long as it is not a health wine, the "golden" shirt should be taken off in the sauce wine or other flavor liquor sectors, instead of copying the "golden" on the products of Maotai Town. Even if it is a health wine, it is best to erase the word "gold".
This point of view believes that “the brand is always new and the foundation is long-lasting, which is the way of enterprise development”
The correct marketing concept
The most direct habitual perception of the product in the past: Who is it sold to";
is now "who attracted to the product". It is from the concept of sales to the concept of marketing.
Customary sales logic: "The product defines the brand, because the brand adds customers, and the customer affects the product"; it evolves into: "The product attracts customers, the customer defines the brand, and the brand defines the product." This is the brand marketing concept .
To do a good job in marketing, an enterprise must first do a good job in product planning, market positioning, and brand positioning.
merchandise planning
merchandise planning is an important part of the enterprise development plan .
In mass consumer goods or fast-moving consumer goods companies, brand planning is product planning, and it is customarily called "brand positioning".
In brand planning, we must first know ourselves, and secondly, know our opponents. In-depth understanding of consumers, formation of competitive differences and locking in consumers is the "brand positioning".
Among them, understanding consumers is the most important content of external environment analysis.
Guo Guangchang's picture comes from the Internet
Consumers are all people with cultural taste
April 3, 2012, Fosun International _span_span5 Guo Guangchang The “ 104th Chengdu Spring Sugar and Wine Fair ” held in Chengdu publicly responded to the investment in and willingness to wine industry.
Fosun International Chairman Guo Guangchang responded on the spot for the first time with three motivations invested in the wine industry.
1. It is the feelings and deep feelings for willingness;
2. It is the unique strategy of old wine, leading the industry in old wine reserves, and is optimistic about the future development of the willingness wine industry; 3. The name of the willingness is good, the cultural attributes are strong, and the willing consumers are all It is a person of cultural taste.
This is Guo Guangchang's insight and the original intention of investment.
Guo Guangchang said: "Tuo Pai is willing to have a strong brand strength after decades of accumulation. I have always been in awe of good brands and good products, so I hope to do our best to serve such good wines, The empowerment of a good brand promotes the high-quality development of Tuopai’s willingness."
“Good brand” and “empowerment” are not just drinks, but also the mission and value of many products.It is the call of business transformation, so call it China's "new business" era (spiritual level).
The picture comes from the official website of the wine industry
willing to wine K. Although its positioning is also mid-to-high-end, it is "self-righteous" without a good brand. The current slogan may be "willing to be smart, share it globally"
drawing strategy
How can we rival or surpass the "willing" brand? Should belong to " drawing strategy ".
" xiayi painting strategy" is an important strategy of the emperor's and Zhang Liang in the and the War between Chu and Han in Chinese history. It ultimately controlled the development of the situation in Chu and Han countries, thus changing China The direction of history. is also another big strategy article after Hanxin 's Hanzhong strategy.
Xiayi: the name of the county in Qin Dynasty, in present-day Dangshan County, Anhui Province; drawing strategy: strategy, plan, strategy;
In April 205 BC, the famous "Pengcheng War" of the Chu-Han War, Han Wang Liu Bang 5 The 160,000 Han army was defeated by the 30,000 Xiang Yu of the Chu army. Liu Bang almost became a prisoner on the way.
So, a small-scale high-level meeting between Zhang Liang and Liu Bang was held in Xiayi County at that time, and Liu Bang was thoroughly and clearly recognized.With his own strength, he couldn't compete with the brave king Xiang Yu of Chu, especially after his defeat this time, his prestige was wiped out, and it was difficult to maintain the crisis of the princes from all walks of life.
"Historical Records: The Family of Liuhou" records
The king of Han stepped down and asked, "I want to donate to Guan Yidong, etc., who can share it with others?" Liang Jin said, "King of Jiujiang Tingbu, Chu Xiaojiang, and Xiang Wang have a relationship; Peng Yue and Qi Wang Tianrong against Liangdi: These two people can be anxious. However, Han Xin, the general of the King of Han, can be a big deal and face it. If you want to donate it, donate it. For these three people, Chu can be broken.”
That is: in order to seize the world, Liu Bang promised to divide the territory east of Guanzhong, and unite with other warlords to encircle and suppress Xiang Yu.
Zhang Liang carefully analyzed the entire battle and the reasons for the failure and proposed: reusing the general Han Xin to expand the second battlefield in the north; uniting with the vacillating Peng Yue between Han and Chu to expand the anti-Chu united front; Wang Yingbu, in order to disintegrate Xiang Yu's internal; Liu Bang combined these three forces to guard Xingyang's frontal garrison without fighting to restrain Xiang Yu, waiting for the development of the flanks. That is, a four-in-one overall battle was formed against Xiang Yu: Liu Bang on the front, Yingbu on the south, Han Xin on the north, and Peng Yue on the back.
This is the historically called "Xiayi Painting Strategy" of the emperor Zhang Liang. It is a strategic plan for Liu Bang to "consolidate the foundation, strengthen his strength, perfect himself, and seize the world". Although it is not comprehensive and Zhou Xiang's, it is true. It played a strategic thrust for Liu Bang to finally win the world, and at the same time changed the direction of Chinese history.
Therefore, Han Xin's " Hanzhong Parallel ", Zhang Liang's "Xiayi Painting Strategy", and Zhuge Liang's "Longzhong Parallel" are all known as strategies and strategies in the history of Chu and Han.
brand upgrade
If: song,It is the bone of wine, and water is the soul of wine;
So, quality is the bone of commodities, and brand must be the soul of commodities.
In the environment of great innovation, in addition to product and technological innovation, companies should also devote themselves to the shaping of product brands. Brand names should be transformed from product attributes to the level of spiritual needs of companies or consumers.
Because a brand belongs to consumers rather than a company, it is the perception of the brand; it is like a personal name, not only for others to recognize and analyze, but the name will also affect a person's life;
Guo Guangchang, Shi Yuzhu's success and name Does it matter? The same applies to
products;
The picture comes from the official website of Golden Sauce Wine
Concluding remarks
"Will to be willing" to taste the slogan of life wine, taste "willing to" Occupying the commanding heights of life wisdom, "Yide" made a big success and established a stable domestic mid-to-high-end brand, and achieved one of the core competitiveness of Xide wine industry.
At the same time, the strategic implied "painting strategy" is the brand, and the advertising slogan "seeking the world, appreciating the painting strategy" is comparable to or higher than "willing to"?
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