"Health" is the core value of health wine products. The drinking culture of "rather hurting the body than the feelings" leads to the widespread phenomenon of excessive drinking, which is not only harmful to the body, but also extremely harmful. This consumption pattern deviates from the product value orientation of health wine. Therefore, Jin Jiu has not adopted the "health care product model" to promote the market development, but has put the cultivation of the audience's health awareness as the top priority of marketing. As early as 199 1, Jin Jiu formulated an integrated communication system with "healthy drinking" as the core. All the communication resources of the enterprise serve this strategic goal. About "Jin Jiu is good, don't be greedy!" This slogan is familiar. Jin Jiu has also cooperated extensively with local catering terminals to promote "Healthy Food Week" and other activities to guide consumers to drink moderately and care for their health. In order to make the consciousness of "healthy drinking" go deep into the interpersonal environment, Jin Jiu went deep into the community to publicize the concept of healthy drinking. In the catering terminal, the capacity of a single bottle of wine often affects the consumption of customers. Therefore, Jin Jiu positioned his main product in a small bottle of 125ml, which seems simple, but it is actually quite effective. So far, the small bottle of Jin Jiu is still the most popular product for consumers.
Consumers' awareness of healthy drinking has increased. How to make consumers correctly understand products, rationally consume and use products is another problem before them.
Rational commitment, spread healthy drinking style.
As a health wine, the appeal of efficacy in communication is essential, but health wine is not medicine. If you mislead consumers, it will be very unfavorable to the long-term development of the brand. To this end, Jin Jiu actively made a rational commitment to consumers, so that consumers can know health wine scientifically. "Chasing the Base" is an annual activity in Jin Jiu. The content is to invite consumers to the production base in Jin Jiu to visit the production process of health wine and explain all aspects of the product to consumers. This activity allows consumers to see the production process of health wine and have a rational understanding of the efficacy of the product.
In addition, an individual's adaptability to "wine" will also affect his health. For example, consumers who like to drink low-alcohol will easily drink high-alcohol and will do harm to their health. Therefore, Jin Jiu has specially formulated various drinking methods to meet the different needs of consumers, such as adding ice in summer to avoid getting angry, warming the stomach in winter, reducing the alcohol content when mixing drinks, adding fruits such as plums to soften the taste, and so on.
Be a health consultant for consumers.
As a branch of health industry, knowledge transfer plays an important role in promoting the development of the whole health wine industry. Jin Jiu regularly and irregularly organizes professional training on healthy drinking knowledge for employees to improve their personal drinking health knowledge. These trainings cover many aspects, such as the efficacy principle of products, drinking methods adapted by different groups of people and so on. In this way, employees of enterprises, especially salespeople who directly face consumers, will be trained as "health experts" and "health consultants" of consumers. In modern marketing, it is very important to promote "customer delivered value" and let consumers acquire knowledge at the lowest cost. Jin Jiu's "health consultant" marketing method knows this well.