Little confused fairy wine phenomenon is a miracle of the wine industry in recent years, there has been a lot of experts analyzed the author, articles and more numerous, but most people as an outsider without which Jervis, just floating on the surface, not deep into the small confused centsThe feature, when the advent of the market, do not understand the expansion of small-market approach cents confused at the time of pioneering significance.I personally witnessed the rise of small confused and wandering cents, to experience a little confused at the time of marketing cents secret, in fact, popular and enthusiastically participated in the recent years, the liquor terminal project is the result of the tactics and the trunk opened up a small confused cents.
In 1997, because of the fierce competition in home appliance market, the big boss of Guangdong Huang Weisong a sound to seek new profit growth point, the final choice of liquor.Drinks market environment was characterized by: the king of Qin pool labeled the phenomenon, the enhancing effect of brand advertising plummeted wine, wine industry into a one stop, in addition to the old wine, China wine market seems to be lost overnight, "leader."White liquor go?
Mr. Huang Weisong interesting moment in the decision to enter the Chinese wine industry, the establishment of the Guangzhou Pearl River Yunfeng Winery Co., Ltd., registered in the town of Guizhou Maotai Maotai Town Yunfeng Winery Co., Ltd., a liquor company Moutai small town Yunfengconfused fairy wine production and supply, Guangzhou Pearl River Yunfeng company responsible for the total distribution, which began a little confused fairy wine market journey.
First, brand
After many comments and discussions to seek after the decision named: Small confused cents, "small" is smart and mean, "confused" by means of Yangzhou is one of eighteen Banqiao blame "woolly-headed," "Sin" isrealm of life, which constitutes a rather strange in the wine industry, a name, though strange, but very mean, a memorable."Confused" is not just the word "woolly-headed" this so-called confused culture, the reason for that name is with consumers, meaning the background, many people do not understand the origin behind this, just that it is in the so-called little confused centsThe "confused culture" created a precedent for marketing wine culture, which saw little confused too low brand development capabilities cents.Little confused cents into the liquor industry, the original intention was spotted Administration huge entertainment and business entertainment spending power, spending power of these groups have great prices and consumer psychology is very clear: people in the arena, involuntarily.Some of the things in society can be open minded to see open minded, not too serious, woolly-headed, this is confusing the usefulness of cultural life, rather than nothing, no foundation, or even unintelligible "confused wine culture", solittle confused fairy wine positioning: "official wine" (actually more subtle than that, more accurate, but the inconvenience that it).But this is just not enough, this is only a sense of psychological resonance to solve the problem of the quality of wine has not yet reflected.Government spending can not drink without origin, the poor quality of the drinks.Therefore, in the town of registered Maotai Maotai Town Yunfeng Winery Co., Ltd., the first in the wine industry played a strong geographical concept: Maotai Town handed down wine.Today, nothing, but we should see: This is in 97,98, at the time the eyes of most Chinese people have no reason to assume that, Maotai Town is synonymous with the best drinks.Thus, to solve two problems: the best quality and most drinks resonate with a sense of the name of the target groups and tastes.
In terms of brand communication: 1, creating a Chinese liquor endorsements to hire foreign precedent, Mr. TV.From many experts are now popular in the highly theoretical point of view, how can you foreigners of Chinese liquor speak it?But in fact, foreigners play a good role endorsement.According to later brand of test statistics, the name Xian little confused and foreigners endorsement on TV less standard Mandarin "smart hard confused even harder," these two are a lot of people remember, and impressed, which is to break the conventional theoryto use a success story.2 sought after Fashion Brand Ambassador did not hire celebrity endorsements, but chose the Guangzhou Military Region, a very classical flavor content of the ordinary female soldier, now, this very subtle and engaging little girl is still confused cents "forever"the spokesman, this pursuit of celebrity endorsements for today's enterprise is also a good inspiration.
Second, the price
At that time national high-end consumer price of food and beverage, 70 ~ 80 is a more mainstream price points, and a larger operating space, on the one hand with the mainstream consumer price effect, on the other hand, also met these people outside of the first high-end consumerSelect a price.Therefore, the small terminal restaurant wine confused cents price set at 80 yuan, it is proved that very accurate.
Third, buy a shop model
In China, the liquor store to buy model is created by small confused cents, and later spread to the entire wine industry, a profound impact on the entire wine industry, and even the development of the Chinese market.
As mentioned earlier, Mr. Huang Weisong originally audio home appliances business, naturally was already very mature and intense competition in home appliance terminals are very familiar with, just liquor industry at the time the operation of the terminal is basically a blank.So in full recognition of the terminal mode of operation of home appliances and power under the premise of starting a small scale operation confused cents hotel terminal sales strategy.Select a model shop to buy the hotel, give the waiter corkage royalty, Miss Brand promotion on drinks (what is now seen everywhere drinks promoters), bought the bar counter displays, hotel staff association, and so measures are smallconfused now liquor industry and the opening of the first large-scale use.This little confused cents on market growth played a dominant role.The reason why is dominant, because many people do not know behind it are a mystery unknown, which is the next section to talk about.
Fourth, the small fans confused cents
Became popular liquor industry today, "trunk era" was, in fact little confused cents in 98 years began.
Little confused select government channels cents a breakthrough and lead the regional market consumption boom, in addition to the visible above measures, there is a trick for work in the background: a small confused cents enthusiasts, this is a group of veteran cadres who had just left, affectedalso, are not subject to service restrictions.The "tasting" event around the consultants, make an impact, so that "the bureau level above" led car trunk standing little confused cents a box wine, and gradually in each city as a strange landscape: a lot of leaders with real powercar trunk two cases of wine are available, a box of Wuliangye, a box of small confused cents.
"Enthusiasts" Every city has laid a basis for the main consumer groups in the terminal to the hotel when the dinner entertainment, often only a small confused cents a promoter in a positive recommendation drinks, which in turn is handed down from the town of wine quality Maotai liquorbrand image is unique classical beauty, foreigners say a few words on TV though not standard, but definitely a memory point "smart difficult, confused even more difficult," Living life woolly-headed, these points together form a three-dimensional, comprehensiveguide and stimulate consumption, sales soared, just a few years achieved an industry giant, with annual sales over 15 billion worth of major liquor companies.Today, as long as the fake disciplined regional market is still very strong little confused cents liquor brands.
Sales terminal in the hotel began to be concerned about, the little fairy has been very confused foresight to anticipate and started the "consumer end" of the special communication channels, that is, to lose ground was little confused cents a secret weapon: enthusiasts.This measure became in heat again today, and some marketing experts began to flaunt their own special communication channels to create this marketing model, does not know, as long as the country born in a small confused confused cents cents, or distribution of the small dealers, in the yearshas started before the move.
Fifth, investment
Little confused cents a market choice is the first in Guangzhou, the first batch of 19 individuals, after a difficult development, 3 months after the rapid growth of the market began to move out of Beijing as part of key personnel, to replicate the same trick, the effect is very obvious, very quicklyBeijing market is developing rapidly, this time officially began the national investment.As Mr. Huang Weisong of outstanding character, excellent reputation, and his generosity when he was the original home appliance dealers across the country to do a considerable part in the start of the liquor with him, but also with the
Apart from a few hard nut to crack than the market, small confused cents in the short term the market quickly in most parts of the country to enhance the sales, there has been a number of key markets and the market model
Later, due to a number of internal and external changes and impact of multiple factors, together with a number of terminals in the year 2002 after the policy Wudao missteps, small confused now appears Hentai national market fluctuations, sales have been a great influence on Na is something.
Little confused at the time many cents do not see a way out wine distributors, the system put forward and boldly take the lead in these marketing routines using the above is undoubtedly a groundbreaking.Buy shop model, consumer terminal mode, both wine culture marketing mode profound impact on the wine industry.Little confused cents a miracle as an industry, becoming a permanent liquor sales in the history of monument, the bold ideas and bold marketing, marketing strategy and tactics of breaking the implementation and speed are the liquor industry has talked about and study the example of a truesen to understand the operation of small confused background, learning little confused cents advanced mode of operation, the right to look at the past and little confused cents today, to participate in today's wine market competition, would be a very meaningful thing.