2. "Authentic good wine, natural spirit"-hawking advertisement does not clearly convey differentiated demands, and it is difficult for consumers to know what they are talking about because of the lack of sufficient print media. After the integration, the Great Wall faces the double losses caused by the dealer network and the simplification of duplicate products, but it also gives second-tier manufacturers a good development opportunity. On the one hand, learning the Great Wall is OEM's licensing processing, on the other hand, it is an excellent performance in terminal construction.
3. "The dynasty of wine, the wine of the dynasty"-a potentially dangerous brand, with no clear brand positioning and product demands, empty advertising slogans for 20 years, no innovation in marketing, conformism and poor development of new products, has been closely watched by second-tier brands and is the most likely brand to quit the top three. Sales are too dependent on East China, which can be described as a crisis. From the perspective of visual symbol management, the dynasty was successful, and the memory of the red grape manor has been widely recognized by consumers. However, the ancient office buildings of the dynasty frequently appeared in CCTV weather forecast, but people could not find the feeling of "dynasty" at all.
4. "Weilong dry red wine"-already the sales of the old four in the industry, but also have to accept the view that consumers think it is the representative of low-end red wine. Vigorously develop low-end red wine, so that enterprises can quickly scale up and complete the original accumulation of enterprises, but consumers seem to have no other concepts except remembering that Weilong wine is cheap. Weilong dry red wine won the title of national famous brand for four years in a row, and was recognized by China Consumers Association as the only recommended brand in the domestic wine industry, but it is difficult to be used as an effective reason for promoting wine products. Therefore, the effect of celebrity advertising in Pu Cunxin is also greatly reduced. Now, faced with the situation that the country began to cancel semi-juice wine, it is time to make a brand and upgrade the grade.
5. "Hometown of grapes, sunshine all the year round"-after a new day of hard exploration, I finally found my own dominant position. I am also talking about the place of origin, but the statement is much more brilliant than that of the Great Wall. Consumers can easily agree and understand the appeal of "Good wine comes from the hometown of grapes". Xintian's 14 yuan dry red, on the surface, is a success. However, I'm afraid only I know how much sacrifice Xintian will make. In the process of accounting, it is difficult to understand where the national tax, long-distance freight, high entry fees, personnel salaries, advertising expenses, and especially the profits of dealers all come from.
6. "Yunnan people drink Yunnan Red", "Yunnan has since bid farewell to the era when there was no famous wine of its own" —— Yunnan Red quickly gained a firm foothold in Yunnan with its unique culture and product formula, and then poured down with the advantages of Yunnan-Guizhou Plateau, crossing Guizhou, entering Guangdong, Guangxi, Sichuan and Hunan, and then relying on "Diaoyutai State Banquet Wine" to send troops north, which is also called Top Gun. In addition to the high initial product price and large market operation space, another reason why Yunnan Red can be sold nationwide is the wide recognition of "Yunnan customs culture" in the whole country. After all, red wine is a romantic, legendary and fashionable scene experience consumer product, and Yunnan style has all the consumer recognition of appeal. Throughout the country, there are only three or two places where local concept red wine can be produced and marketed nationwide. However, we also see that Yunnan Red has a long way to go to become a national brand with the transparent price, thin profit, unfavorable new product development and discomfort in marketing the national taste.
7. "Effective communication, dry impression"-dry impression, a brand that became famous in less than a year, is taking a "road of experiencing consumption" in brand positioning. The 8500 brand, the impression of joining has its own brand, making red wine as popular as beer, tetra pak red wine, beer bottles of red wine, and joining hands with Xintian to create China red wine carrier, and the news is flying all over the sky, which can be regarded as a master of brand awareness. But look calmly, is there any sales-oriented enterprise that can revitalize the market by hype alone?
8. "Tonghua Dry Red", one of the oldest wine enterprises, was founded by Japanese Muxiaxi Company on 1937. But apart from Wu Dawei, a refreshing mountain wine, consumers have little impression. Because 70% of its categories are related to wild grapes and sweet wine, Tonghua will face great pressure to survive in the face of china alcoholic drinks industry association's decision to cancel semi-juice wine. The image of mountain wine has greatly hurt the brand of Tonghua. How to let consumers know that Tonghua is not the same as Tonghua will also be a major problem for enterprises. At the same time, it is equally important to give enterprises a clear positioning and tell consumers who I am and what characteristics I have.
9. Dragon emblem is dry red-from "European customs, dragon emblem is fully expressed" to "the way for successful people to enjoy", and today "dragon emblem is the supreme choice". Dragon emblem dry red has always taken the high-end route. This enterprise, which was founded in 19 10, once cooperated with Pernod Ricard Group, the third largest brewing company in the world, for 15 years. Although it has fallen out of the top ten domestic sales, it still has an enviable special sales channel. That is, the domestic four-and five-star hotels occupy the first place, and among the high-end Asian restaurants in Europe, the Asian wine occupies the first place. Its export volume accounts for12.5% of the total national wine export, while the export volume accounts for 23.6% of the total national wine export. In 200 1 year, Shanghai APEC meeting designated Longhui as the designated banquet wine. Such enterprises are not without differentiated propaganda points, but the total amount of communication is not enough to let more consumers know the advantages of enterprises. In addition, Dragon Emblem Company has become the general agent of Hardy series products of Constellation Hardy Company, the largest wine company in the world, in China. It is believed that dragon Emblem products that put down aristocratic airs and increase investment in brand promotion will have a new development.
10, "Shangri-La of the world"-Tibetan secrets are not wine originally, but the mysterious culture of Shangri-La, selling the invincible legend of Meili Snow Mountain, selling the pure Millennium melting water of ice and snow used by Tibetan secrets, and selling people's yearning for an ideal life. Before it was acquired by Jinliufu, Shangri-La-Zangmi lacked sales channels and networks. After entering the network of Jinliufu's 2000 dealers and tens of thousands of powerful terminal stores, I believe the situation will be greatly improved. The biggest bottleneck in the development of Tibetan secrets is: "fundamentally, she is not wine." Therefore, people who have long-term red wine consumption habits don't like her, but people who have no red wine consumption experience appreciate her very much, and the fresh and unique taste of a girl in a snowy area like highland barley. How to solve the identification of mature wine consumers with Shangri-La-Tibetan Secret will be an important development topic.
In addition, concentrate on technology and settle in East China in Qingdao; Rong Chen, the first to invest in the construction of manor; Hong Kong Liang Group, which has rich marketing experience and entered with huge investment; The liquor giant brand extends out of Maotai and Gujing Dry Red; Xixia King, Loulan, Western Regions and Mogao of the Western Legion; Everyone has a heart for the world and wants to compete in the Central Plains.