The new trend of liquor marketing - liquor brand marketing strategy

The brand is the private property of an enterprise.

Category is the public **** attribute of a group of customers.

The category is not a market segment, not the name of the industry, but a cognitive resource that reduces the cost of decision-making by using memory as a carrier.

So,

FMCG is the number one owner of advertising in China, of which annual sales of 600 billion yuan of liquor is one of the largest single product market.

The question is, in the face of the reality that China's total liquor sales growth has been stagnant, how to achieve growth?

Let's take a look at two strategic growth paths:

Logic 1: Marketing innovation for the middle-aged to the left

Case 1. Gujing Gujing: core large single product + leverage Moutai

Positioning strategy: Gujing Tribute Liquor is positioned as the core single product of the vintage original syrup, and leverages on Moutai to attack the middle-end. Moutai, focusing on the middle and high end.

Marketing strategy: Innovate the category and seize the collective price increase dividend of the mid-to-high end.

In 2004, Moutai launched 15-year, 30-year, 50-year and 80-year vintage wines. Moutai's concept of "vintage wine" was promoted to consumers, paying the cost of user education for the entire industry.

In 2008, Gujing Tribute Wine took advantage of Moutai's position and launched its own vintage wine. It created a new category of "vintage original syrup" in the minds of consumers and became a super single product.

With Moutai's price continuing to rise, it has had an overall upward effect on prices in the mid-to-high-end liquor industry. Gujing Gongju seized this wave of market dividends. (The low-end and middle-end liquor that didn't seize it lost a big opportunity for natural growth)

Competitive results: In 2017, the company realized a turnover of 7 billion yuan. Among them, the core big single product (vintage original syrup) accounted for more than 70% of sales, about 5 billion yuan.

There are about 1,500 liquor scale enterprises in the country, with an annual sales revenue of 600 billion yuan, and an average revenue of 400 million yuan each. This shows the power of the core big single product.

Case 2. Shede: high and low dual-brand + to create a large single product

Positioning strategy: high and low dual-brand operation, Tuo brand focus on the low-end, and strive to "wisdom Shede" into a super single product, and strive to squeeze into the high-end first-tier brands.

Marketing strategy: Tuopai and Shede set up two marketing companies, independent operation. Middle-high-end join hands with Phoenix to create the "Sherwood Wisdom Lecture Hall", to IP form multimedia platform to create wisdom economy.

Competitive results : Sherwood wine sales are recovering, but the core of the dual-branded large single product, obviously lower than the potential of Gujing Gongjiu. In addition, the cost of user education is higher than that of vintage wines, and the cost and difficulty of IP creation is very high and will take time to settle down further.

Case 3: Yanghe Blue Classic: New Category Matrix + Three Arrows

Positioning strategy: Yanghe Blue Classic creates a new category, "Mianjiu Business", to form a new category matrix with high, medium and low price points.

Marketing strategy ：

Stand out from the strong flavor liquor to create "cotton soft strong flavor". Cotton soft is a very illusory marketing concept, the cost of consumer awareness is very high.

So, to make the customer value real, "business people" (socializing) drink "cotton soft" white wine, the next day to work "not head". This conversion, the user perception cost is much lower. At the same time, the dissemination of "men's feelings", easy to produce emotional content, the formation of emotional **** Ming.

Doing a big category separation, with blue as the tone, and other white wine to form a huge attention differentiation. Re-promotion, to focus on the region first, and then expand the national influence.

Competitive results : In 2017, Yanghe shares realized annual operating income of nearly 20 billion. Blue Classic sales revenue accounted for about 70% of the total revenue of Yanghe shares.

Logic two: young people to the right of marketing innovation

Here, we jump out of the traditional liquor marketing logic, from the three kinds of wine that young people drink, cross-border benchmarking, I hope to bring you some inspiration.

Case 4: Jiang Xiaobai: social communication + user sinking

Positioning strategy: second and third-tier cities "young people party wine".

Marketing strategy: to go beyond the characteristics of the liquor industry and create a new category that is not characterized by the product.

Young people's party wine, avoiding competition with all the traditional liquor according to the fragrance of the category, creating a new category segmentation. This means that the difficulty of competition is greatly reduced. Young people party wine, the center of gravity in the young people, not in the wine, care about the emotional **** song. Jiang Xiaobai insight into the emotions of young people, using expression bottles to package products, social communication. Because of the user sinking, misplaced competition, greatly reducing the cost of customer acquisition.

Competition results: Jiang Xiaobai, 2017 sales are estimated to be about 500 million yuan.

Problem: Why is Jiang Xiaobai with such a good social communication? Sales did not have a big fire? Is it that young people do not love to drink liquor? Or is there a problem with Jiang Xiaobai's product positioning? Worth further attention and research.

Case 5: Nog wine: scene with alcohol + user experience

Positioning strategy: niche spirits with medicinal, positioning "young people's night out with alcohol". It comes from a well-known German liquor brand.

Marketing strategy: the main nightclubs specializing in B2B2C.

In the strong channel offensive, it has become the hottest nightclubs sold in the small category of alcohol.

Nightclub alcohol, operational techniques and mobilization of the atmosphere are very strong (such as Nog + Red Bull mixed drink), than the traditional Chinese liquor to young people have a sense of experience and sense of participation in the marketing advantage.

Competition results: 2017 sales of about 450 million yuan.

Supplementary Note: Both Nogue and Jiang Xiaobai have a ****same point in terms of product characteristics, i.e., the wines are both a bit strong and not quite in line with traditional Chinese business tastes. Nog wine than Jiang Xiaobai, narrower category positioning, stronger scene-driven, stronger user experience.

Nog wine because of the German genes, coupled with the medicinal properties of the product itself, do not advertise also a small range of fire.

Jiang Xiaobai made a big social communication, but the product positioning is white wine, and suffered a lot of losses in the education of user perception

Case 6.Old Farmer King: blueberry wine for women + bottle snacks words

Positioning strategy : In May 2018, the world's largest non-alcoholic beverage company (Coca-Cola) of the world's largest non-alcoholic beverage company (Coca-Cola) of the first alcoholic beverage to be sold in large scale for the Japanese young women. Clearly, Coca-Cola is in line with the general trend of retailization of alcohol.

Marketing strategy: mega-companies are pushing a multi-category matrix at the limits of growth.

Coca-Cola has a multi-category matrix of 20 products with sales of more than $1 billion globally, in addition to its core big ticket products.

For Coca-Cola, every new product produced means creating a new category. Conversely, if you can't create a new category, you don't launch a new product.

It's about creating great category separation in the product range and avoiding overall brand dilution and loss of focus.

Competitive outcome: The Japanese non-alcoholic beverage market is saturated, while sales of low-strength alcoholic beverages exceed $2 billion. To push the limits of growth, Coca-Cola is launching narrower, more innovative categories for a more segmented customer base. It's worth keeping an eye on.

How to achieve high performance growth in white wine

1, the core big single product is the most effective, but also the most available strategy.

2, creating new categories is a very effective strategy.

3, young people's demand is a huge blank market. Alcohol scene, retail, experience, the closest to the heartbeat of young people.