Internet wine marketing case study

Case 3: Boosting brand communication and promotion

The 2015 WeChat user data produced by CuriosityChina shows that as of the end of the first quarter of this year, WeChat's monthly active users have reached 549 million, and these users cover more than 200 countries and regions around the world. In addition, the total number of WeChat public accounts registered through the brand has exceeded 8 million, the number of mobile apps docked exceeds 85,000, while the number of users who carry out payment behavior through WeChat has reached about 400 million. In terms of frequency of use, 25% of WeChat users open WeChat more than 30 times a day; 55.2% of WeChat users open WeChat more than 10 times a day. In China, WeChat has also covered more than 90% of smartphones. It can be said that WeChat is no longer just a cell phone application, it has become an important and indispensable tool in our lives.

During the past Father's Day, Wuliangye carried out three WeChat marketing campaigns through WeChat called "Wuliang Fine Wine, Tribute to Father's Love". During the campaign period, WeChat users can get Wuliangye wine by following the official WeChat public platform of Wuliangye and sharing the campaign page.

According to the person in charge of Wuliangye's Brand Management Department, this WeChat marketing campaign is a brand new attempt to combine Wuliangye's low-degree series of branding activities with hot events with consumers as the core and emotions as the link.

And according to the relevant personnel of Wuliangye Marketing Service Company, this Father's Day WeChat marketing campaign has also achieved a very good communication effect. The event's WeChat tweets reached as many as 280,000 readers on the first day, and the number of people paying attention to Wuliangye's official WeChat public platform has grown by 1,000 per day since the event was launched.

It is worth mentioning that, before this reporter went to press, news came from Wuliangye that the company had reached a cooperation intention with the University of Electronic Science and Technology (UEST), a well-known institution in China, to realize a more in-depth strategic cooperation in the field of "Internet +", and we believe that Wuliangye will be able to achieve the best results in the field of "Internet +". Wuliangye will certainly be able to bloom in the "Internet era" with more brilliant colors.

Introduction:

Golden Seed Wine is located in Fuyang City, Anhui Province, No. 302, Riverside Road, is mainly engaged in white wine, biopharmaceuticals, real estate and packaging materials, with a listed company and eight subsidiaries of the state-owned enterprises. 1998 in the Shanghai Stock Exchange, listed. Its brands mainly include Soft Seed Wine, Xianghe Seed Wine and Diyun Drunken Three Autumns, with a total revenue of 1.29 billion in 2017.

Analysis of enterprise network operation:

In the analysis of network marketing, mainly selected Baidu, microblogging, WeChat and Zhihu information, the following is a specific analysis:

In the Baidu search for "Golden Seed", the main Golden Seed stock quotes and product introduction. Baidu index shows that in the last ninety days, the highest search index was 466, and in the first line of liquor brands, such as Maotai index for 8500, which shows that although it has been through decades of development, the visibility of gold seed compared with the first-line brand is still a very big gap. Search "Golden Seed" official microblogging "fans about tens of thousands of people, the official microblogging activity is very high, but fan activity is not high. The same to Maotai, for example, fans for more than 100 million, and the two in the microblogging content gap is very big, gold seed in addition to the introduction of the company is the holiday greetings, although there is also interactive but the degree of participation is not high. Moutai, on the other hand, in addition to the company's introduction and the introduction of wine culture, festival interaction and lottery interaction, a more diverse form. From the number of likes and comments, it can be seen that users are mainly interested in wine culture and lucky draws, while the number of participants in other sections is very small. This shows that for liquor products how to interact with customers is a general problem in the industry. WeChat's public number is similar to Weibo's, with single empty content still a big problem. One difference with Weibo is that WeChat has added a purchase option for those who wish to make a purchase. On Zhihu, most of the content about Golden Seed appears in the news, and there are very few user-initiated questions. It can please be ignored.

And in the network sales channels, the Golden Seed Group chose to set up official stores in Tmall and Jingdong and the operation time is not short, in the store evaluation of its rating are above the average score. And from the point of view of sales, the most popular or low-grade liquor. In the store also operates a high-grade liquor but the number of buyers is not much. In contrast, or take Maotai as an analogy, in Tmall and Jingdong platform rating higher than the golden seed. From the product categories, Maotai also covers the high and low various grades of liquor, the same, high-grade and low-grade sales gap is also very large, low-grade liquor sales and even high-grade liquor sales thousands of times. This shows that consumers are more likely to buy low-grade liquor online.

Conclusion:

Golden Seed was once the mainstay of second-tier liquor, however, it began to decline in 2013, and by now its assets have shrunk by half, and it has long been out of line. Golden Seed is counting on e-commerce, but now it seems that the effect is not ideal. The reason, in addition to experience, business management and operation mode is a big problem. Although there is a will to develop online business, but did not seize the opportunity to publicize. At the same time the narrowness of the customer base in the network platform exposed, in the process of network marketing still take offline marketing thinking, too conservative marketing means is difficult to dominate in the network marketing. Today's gold seed wine is difficult to reproduce the splendor of the year, but the network market of liquor is still developing, the Golden Seed Group still need to spend a lot of energy to study how to carry out network sales and management reform, the so-called "mending the fold, not too late also. "In today's network marketing is very popular, but also with more than this kind of breakthrough enterprises to provide opportunities, the key lies in the ability to seize this opportunity, so as to realize the comeback.

From the example of the golden seed can be seen, and then the process of network marketing, visibility is the problem that enterprises must face. Regardless of offline fame, online fame still need to spend energy to fight, in a sense popularity is wealth.

Case 1: An ordinary regional wine enterprise, how to get super fast growth through community marketing

1 case background

The winery is located in an ordinary county market, while there is a long history of the local old brand as a rival. The company's annual sales are around 30 million, and the market is basically a follow strategy, with more than 90% of sales coming from traditional distribution channels.

Whether it's brand/product differentiation positioning, product structure, profitability, there is no way to talk about. "Follow the others to pick up a meal", basically in the break-even line struggling, but also represents the status quo of a large number of enterprises.

2 solution ideas

Clear brand and product differentiation positioning. Regardless of the size of the operation, the brand's products should have a clear symbol and positioning. According to the competitive analysis of the market, we help companies to do some higher price supplement, targeting some government and business markets.

In the traditional channels, build core store alliance focus on development. Carry out volume preservation type core terminal, group purchase type core terminal, banquet type core terminal alliance body platform construction. In addition, community marketing is not only for C-end, B-end is also an important part.

Comprehensive sinking, deepening the C-end promotion and operation. Locking "back to the factory tour" a point to do in-depth detonation, at the same time, locking three major theme activities throughout the year:

Drinks Festival + back to the factory tour - to send invitations to invite consumers, to realize the attraction of the flow of back to the factory;

Thanks to the teacher's dinner + back to the factory tour

Picking Festival + back to the factory tour - invite consumers into the core raw materials of the enterprise brewing origin, to understand the high quality of the raw materials, to increase brand confidence, in the back to the factory when the Use the deposit card model to enhance the conversion rate.

Synchronized diversion to the line, the basic data. Collection. Send some goods and gifts (need to scan the code to log in the mall, go to the mall inside to leave information, so that the completion of the data collection), in the middle of the three major themes of the activities interspersed with a large number of various community/community promotion of a variety of small-scale back to the factory tours, offline tasting sessions, offline themed activities, and so on.

Enterprises have to interact with consumers with back-to-factory tours. Any one event, we want to attract a hundred people screaming, let a thousand people know. We have to maximize the communication with thematic communication, event communication, and series communication based on self-media.

In addition, it also includes the winery with back to the factory tour, factory appearance and other aspects of infrastructure upgrades and online shopping mall / small program support, as well as the repositioning of organizational functions, structure, assessment and other management support to improve.

3 milestones

A year's time, sales exceeded 50 million. In the traditional channels, there are 60 core terminals of volume preservation, 10 core terminals of group purchasing, and 12 core terminals of banquet type.

C-end depth of operation with three thematic activities as the main line, a year's time on the online platform to bring together more than 20,000 consumer information, before the Spring Festival to launch the explosive.

During the epidemic, the company launched the online "Banquet booking to send a super gift package" activities have a significant effect, just thirty days of time, the online online deposit received to implement a good more than 200 single.

Whether you are doing a new model or an old model, banquets are a large volume of the market, whether it is the owner of the enterprise or the sales manager, confidence has been boosted. In addition, in this process the company also exercise the team, accumulate experience, and replication to the outside, to help enterprises in the outer region of the three target markets to achieve success in investment, with the late market slowly recovered, this year's established consumer market should not be a difficult thing.

4 next planning

Social promotion, community promotion to deepen the operation. Deepen the relationship with consumers, such as the series of parent-child activities, newborn feeding knowledge lectures associated with the full moon wine and sealing altar, into the community public health knowledge lectures associated with the immersion of special wine and other sales efforts.

In addition, the company this year will seek some heterogeneous alliances, in the community to do some love fund, seeking the government to do some of the annual moving figure selection, to do some public welfare time, to strengthen the deepening of the relationship between consumers, and to further realize the increase in sales.

5 key elements inventory

Winery to unify thinking. To firmly build a "set of brand dissemination, consumer stirring, product marketing trinity, highly integrated" new marketing promotion operations management system;

Specific landing must focus on the trigger point, find a key core trigger point, do a deep do thorough. This is very critical, the unity of thought is the need for point action to strengthen, if you can not quickly let the organization to see the effect, confidence will be difficult to promote, it will be difficult to unity of thought.

A lot of companies in this point of knowledge is often not in place, the channel distribution used to, nowadays we are going to run the character are very distinctive individuals, do a good job of social relations to be on top of this foundation we want to invite in.

For back to the factory tour, generally speaking, invite the community is not completely open, even if only 200 to 300 people, in the process there should be a variety of pictures to spread the content, including all the visit links, to attract everyone's attention. For example, the entire wine tasting session site to send a group of pictures in the circle of friends to spread, limited time collection of praise can also be rewarded, and later pushed the topic of soft text, do some media dissemination.

Finally, keep in mind one sentence, we are to focus on the method, rather than naked dissemination, consumer experience store effect will have a certain discount.

Why this wine enterprise can do B, C linkage, there is a key element in the middle: community marketing to achieve a certain time sales is very difficult to break through, especially the banquet market is very difficult to break through, all the merchants do a banquet have a pain point, the rest of the banquet wine can be refunded, in this case, the B side of the development and excavation has become particularly important.

Case 2: an ordinary distributor of the new marketing road

1 case background

The company's category structure and channel structure, are still strictly traditional wine merchants. Do Maopu buckwheat wine, the first year to reach hundreds of thousands of sales.

The company's sales structure is still mainly from the "small Mao store", more or leverage on the channel advantage of Jinju, it is a new category, consumer awareness is still in the low-grade. At the same time, relative to the dealer's market is a strong local brand, banquets, business banquets, etc. failed to get the recognition and acceptance of the consumer.

Later, on the one hand, thanks to the help of Jin's operation, on the other hand, the enterprise is also y aware of the importance of differentiation, the second year, the full opening of the road to new marketing, fully realize the B, C linkage.

Most of the energy and resources to fully enter the consumer side, the full launch of the "community marketing" promotion work, through a large number of "go out, please come in" work to promote a series of activities; at the same time, fully lock the "banquet" type. The "banquet-type" core terminal stores, the formation of alliances, and community-based operations.

Begin to build "regional experience center" platform construction work. He looked for a place, is the brand display, dissemination platform; traffic convergence of the "home".

At the same time, the company tried to focus on the "single consumer group diversified to meet" as the core of the product, category, cross-border integration work. Consumer demand has three major blocks, the first is career demand; the second is the demand for life; the third is the need for socialization, more to it because the local has brought together a number of consumer groups, the need to go to the various groups to carry out a work.

2 milestones

More than a year, direct sales of 5 million; the total size of the hundreds of thousands to 8 million or so, the traditional channels about 3 million; the regional market more than 80% of the community to fully grasp.

"Experience Center promotion platform" systematic construction of molding, vertical distribution system, membership system rapid enlargement. At the same time, around the consumer "career, life, social" needs, the company integrated more categories and heterogeneous alliance resources.

Career: more price points, more product supply: at the same time there is "tea"; "related products": kudzu powder, which is just needed for people who often drink alcohol;

Social: "" health products" - black tea, which is the most popular product in the world, and the most popular product in the world, which is the most popular product in the world. Health products" - black wolfberry, saffron, we use more gift packs, both inside and outside the double barcode

Life: red and white wedding ceremonies, weddings and funerals, wine, large bottle drinks; daughter red sealing ceremony; classmates / comrades / promotion and other scenarios of consumption;

Alliances: Banquet-type hotels linkage; weddings; cake shops; sporting events ; weddings; cake stores; sporting goods suppliers.

In the new year, the company's gross store sales target of 10 million; tea and other new categories of sales of 3-4 million; cross-border income of more than 1 million through the alliance.

3 key elements inventory

First of all, to have a home base of their own. Do community marketing, whether it is 200 people or 300 people scale, the final can be converted into loyal fans basically the proportion of 10% to 15%, loyal users may only twenty or thirty people. Segregate them into categories to build communities, the efficiency will increase. In the beginning, we should focus on BC linkage and build a vertical distribution system.

Focus on the community, community, circle to do the depth of promotion in the early stage; adhering to the principle of bringing together the flow - fans - hardcore - partners - business partners so that lock the C end of the construction of the vertical distribution system, the depth of sinking in;

Social marketing promotion is to do personnel analysis of the specific market, the consumer structure defined as our main sales groups, around a few influential community we have to dig deep into, to be in this part of the twenty or thirty activists to grasp, the early stage is to play the sponsorship of wine, to provide the cost or prizes, together with the activities. Must not come up on the commercial atmosphere is too heavy, must be through the participation, organization activities, to obtain recognition, there will naturally be moving sales, to be willing to invest.

Social marketing work in the beginning of the first stage, it must be spread, is the influence, influence to the natural sales, but also drive the channel sales.

Can not be sold directly, after recognition, you can use some "positive energy" theme of action to stir up the group members; more in-depth, and then do some sales work.

Case 3: A "Superstore" of the new marketing change road

1 case background

The superstore's sales of about 500 million a year, with Wuliangye and other famous brands of wine, exclusive operation of several imported wine brands. Exclusive operation of a number of imported wine brands, involving too many brands, the pressure on the capital chain.

The company's product operation is based on agency and distribution, with transparent profits and limited returns; at the same time, it is limited by the constraints and restrictions of the upstream brand enterprises, and it is difficult to make a breakthrough in channel innovation.

Internal organization, on the basis of flattening, the company's structure lacks a core support soul, relying on the lack of independent spontaneous initiative to change the momentum, the overall confusion.

2 What the enterprise

Years of accumulation of the "corporate brand" is very good, the radius of radiation is large, can effectively cover the market in two provinces, high-quality channel resources, continuous cooperation for more than 10 years of downstream business resources have a large number.

I suggest that the company is "committed to the upstream of the industrial chain of professional selection of experts to build an integrated supply chain platform", with a huge downstream business network **** with the development, from the "transaction" to the "United! "

This is the first time that we have seen a new product in the marketplace.

3 products

Reinforcement of "channel model innovation" rather than "cross-border business". Here you need to build a three-tier joint platform: provincial operating platform, regional joint procurement platform, core terminal promotion platform. Not only sell goods to the downstream, but also have a complete set of promotion, marketing model to help downstream customers continue to make money.

Reinforcement of the operating model innovation, joint downstream core business jointly initiated the investment platform, reverse integration of upstream product resources, the establishment of the interests of the **** the same body, downstream core business partners are both investment shareholders, but also the agents of each region. The viscosity and tightness of the whole business is then strengthened.

Marketing Theme : Entertainment, not preaching

People who first see the packaging of Jiang Xiaobai's products tend to have a flash of light: 'I'm Jiang Xiaobai, and life is simple'. The frosted glass bottle, printed with a "I am Jiang Xiaobai" logo and a cartoon image of a young man, as well as similar to the "we may not be outstanding, but destined to be different" Jiang Xiaobai quotes, making this product is more like the new launch of the beverage brand rather than a white wine.

Distancing ourselves from traditional liquor brands is exactly what Tao Shiquan, the founder of the Jiang Xiaobai brand, had in mind: "We've even thought about not defining this product as a liquor, but creating a new category."

Want to jump out of baijiu, because baijiu has become a negative word. Tao Shiquan said that "baijiu brands have always been 'on the end'." This is related to the whole social and cultural context, "everyone wants to play a higher-end image than their own." Baijiu brand is therefore also everywhere to reflect the noble, history, rare, responsibility, feelings and other characteristics of these "tall".

But not everyone likes this serious "end". Look at recent years by the strong foreign wine and wine occupation of the nightclub consumption and self-drinking consumer market to know, white wine brand is difficult to be young people like. In fact, the strong Volga may not be as good as the fragrant Fen wine; white wine culture is not shallower than wine. But the foreign wine brand with a "live out of the knight style" brand advertising, or a set of rules and rituals of wine tasting and evaluation, so that ordinary consumers (regardless of age, gender) feel that he has the connotation.

"Traditional culture must communicate with consumers in modern language." The APEC meeting of Tang costumes, women's twelve musical instruments and other modern ways to package traditional culture, gave Tao Shiquan inspired. "The bones are still traditional things, but the way to communicate with consumers becomes more modern and fashionable, so that it is more easily accepted."

So Jiang Xiaobai took a very different route from the traditional "tall" image of liquor - the "literary loser" route.

"There is an episode of the "Do Not Disturb" program, the male guest, once on stage, the first to scrub themselves once, to make themselves very 'literary youth'". In Tao Shiquan's view, this means that the social and cultural atmosphere has changed, no longer every day to play a "better self", to their own face gold, but the real self honestly expressed.

"It's an attitude, the attitude of artistic youth, the attitude of entertainment life." It is with this attitude that Tao Shi Quan casts Jiang Xiaobai's brand image. "Jiang Xiaobai is an entertainment brand, entertaining the public. And not preaching."