What kind of wine is Jiang?

Ginger is a fashionable and youthful small bottle of liquor, and it is a pure sorghum liquor specially made for young people. Compared with ordinary liquor, it has a lower degree, no perm or throat, and a sweet taste. The packaging is also very unique. It is a small wine specially made for silk.

Why can Jiang, who came out of a small place, take root and sprout in this land where big bosses gather in China?

First of all, he is accurate.

market positioning

The liquor market can be simply divided into three categories: Maotai, Wuliangye and other brands at the high end, Dream Blue at the middle end and Shuanggou Daqu at the low end. First of all, "Jiang" positioned its own market in the low-end market. Different from high-end brands, the existing low-end liquor is weak in brand management, which makes Jiang's marketing advantage more effective. Secondly, in the low-end market, "Jiang" turned its attention to the post-80 s and post-90 s. Low-end liquor such as Shuanggou Daqu is an old brand, which is old enough for us to drink when the previous generation was young, and the packaging design is out of date, so it is difficult to meet the aesthetics of modern young people. Before Jiang appeared, the young low-end liquor market was blank. Personality represents the post-80 s and post-90 s generation, and "shredded silk" represents the low-end market. The personalized "filar silk" just shows that "Jiang" has positioned itself in the low-end liquor market after 80 s and 90 s, and the competition in the liquor field in this market segment is very small. Therefore, we say that accurate positioning helps "Jiang" move from the Red Sea to the Blue Ocean.

Brand publicity

Jiang uses words and vision to build the brand's personality, and the positioning of young people makes him closer to the network model in propaganda. The architecture from the first perspective has made the brand, and the sentence "I am a river" has a fresh life.

Channel value

The traditional industry channel is from large-scale agents to secondary agents to sell to various restaurants. Jiang did the opposite. The focus of marketing is to promote direct contact between T and users, and advertise in subways, networks and movies. When users go to restaurants and ask the boss for ginger, there will naturally be channels to take the initiative to find them.

Characteristic copy

Jiang started his career with unique skills. 20 18 Jiang copywriting is still sharp and full of feelings, not only young but also fashionable. The humanistic color is stronger and the expression is more concentrated. Jiang has a particularly large copy library, and all the copies come from the creativity of consumers.