Eight years later, Jiang not only lived, but also lived well, with sales reaching 2 billion. Why Jiangjiu can successfully break through in the liquor industry has always been a problem that many old drinkers can't understand. What magic does ginger have? Why is it selling well?
Before Jiang identified the market cracks and withdrew from the market, the domestic liquor market was told through historical stories, and traditional liquor enterprises dominated the rivers and lakes with strong flavor. The younger generation doesn't want to drink white wine. Compared with white wine, young and fashionable foreign wine is more popular with consumers. In this regard, major liquor companies naturally smell these signs and develop new products to cater to them, but the effect is not good. At that time, they thought that young people would naturally drink white wine when they grew up, but they didn't care too much.
Jiang's founding team saw the cracks in the liquor market, but they had different views and bravely squeezed into the young market. Personification takes consumers born in the 1980s and 1990s as the prototype, portrays young and popular cartoon images, and focuses on young consumers from the aspects of brand, packaging, wine body and marketing. It can be said that Jiang is the only liquor brand focusing on young people in the liquor market.
The birth of ginger coincided with the adjustment of the tertiary industry, and events such as restricting "three public consumption" and "plasticizer" brought great trauma to the wine industry. Traditional wine enterprises, especially famous wine enterprises, are overwhelmed by the fierce competition in the high-end consumer market, and famous wines have to cut prices to squeeze the market. The impact of "layoffs" hangs over the whole industry. Big liquor companies are thinking about how to ensure income, small liquor companies are thinking about how to survive, and how to have time and energy to take care of a fledgling small liquor. I have to say that this industry adjustment has really given Jiang time to "develop obscenity" and reduced the encirclement and suppression of the outside world, so that he can concentrate on building his own brand and market.
The accurate positioning of the strategic base point is the key and prerequisite for the brand to stand on the market. Traditional beverage market positioning is often limited to two categories: one is elegant culture with a long history, and the other is vulgar culture in Jianghu market. The former is high-end wine and the latter is low-end wine. It has always appeared as a heavy and simple image.
In order to avoid the competition of traditional liquor, Jiang devoted himself to Qinghai, a city of young people, and appeared in front of the world with a young and fashionable wine posture. The slogan shouted, "I am Jiang, and my life is very simple." . Young people get together to drink. When they were young, they aimed at drinking scenes such as small emotions. According to the simple drinking demand of young people, the wine body has also been innovated. The taste tends to be light. The packaging adopts simple packaging with grinding wheel bottle, title and blue and white tone, which conforms to the simple life concept and aesthetic preference of the younger generation. The personal quotations on the bottle directly impact the hearts of young consumers and let them find their own emotions. They like to actively share these photos on social media and become popular all over the country.
If you can't see the correct positioning, make a moat for the brand and don't let the other party obey. For example, the positioning of Coca-Cola's classic cola and Pepsi-Cola's fashion cola can't imitate each other because of their different strategic foundations. Ginger will be positioned as a young wine, while other wine companies already have a mature product system. The brand also has a certain cognition in the hearts of the public, "The ship is hard to turn around."
Identify consumer groups and occupy positions. Intelligent marketing competition is about intelligent competition. The final battlefield of marketing competition is neither a factory nor a market, but wisdom. Wisdom determines the market and the success or failure of marketing.
The main consumers of liquor are 35-50 years old, and Jiang is aiming at young consumers aged 20-35. As long as it is related to young people, it is everywhere. Popular variety shows and TV dramas such as Seven Overlords, This is Street Dance and Please Refrigerator are being broadcasted on the Internet. Hold music festivals, show animations, show singles, street dances, graffiti parties, and open street flash memories. Jiang tries to establish good relations with young people and combine them with the market.
In the concept of popularization, the first proposer often accounts for the first wisdom of consumers. Firstly, the concept of wine was put forward to publicize ginger with great fanfare. He succeeded in winning enough popularity among young consumers. Successfully occupied the position of "young wine" in the minds of consumers. As consumers talk about "car safety", they will first think of Volvo.
Looking for the flow direction, with the entry of popular ginger, the evaluation of the masses has also become polarized. Young people are buying. On the other hand, many mature liquor consumers feel that the taste is not good. Can't say it's white wine. Ginger marketing sells 2 billion?
Of course, it is not just marketing. Jiang's entrepreneurial team is a senior employee in the wine industry and is familiar with the customs of the wine industry. While doing brand marketing, the frequent smearing of social media such as Weibo and friends circle has also become a low-key configuration channel and the whole industrial chain. From sorghum planting to liquor classification, warehousing and logistics, the market sales increased.
In terms of channels, in the early stage of development, Sichuan and Chongqing have become the regional market of Sichuan and Chongqing. Besides Beijing, Shanghai, Guangzhou and Shenzhen, Sichuan and Chongqing have the largest number of young people. In the Internet age, young innovation is a powerful productive force. Young people who follow the trend are enough to guide public opinion and then influence the market. In 20 17, the famous brand ginger entered the national market and was distributed all over the country through channels. Even the ramen restaurant on the 0/8th floor of a small county town/KLOC-is on display, and consumers buy it as soon as they see it.
The author believes that the reason why Jiang can sell well depends largely on its position grabbing, especially considering. Young people start to drink liquor, and rarely choose mature liquor brands. First, the colors are inconsistent; Second, their wallets are not thick. They often start from the river. Small bottles are cheap, even if they are not good, they will not lose much. Leave aside the retention rate. If there were no substitutes for a long time, we would have caught the input of young talent Jiang. Even the first generation of liquor consumers can fill a pot. After all, "no one is always 20, but there are always 20 people."
Finally, is Jiang really bad? Different people have different views on this issue. Anyway, it is made of sorghum. Brewed by winemakers and tasters from all over the world. Good quality.
(The author Zhang Yan is a researcher in the liquor industry and an intellectual in the liquor industry in China.
Ouyang, library expert, Trinidad assistant)