Introduction of Yellow Crane Tower Liquor: Wuhan Tianlong Yellow Crane Tower Liquor Co., Ltd. is a large-scale liquor enterprise integrating production, operation, sales and management, which is invested heavily by Wuhan Tianlong Investment Co., Ltd. under the direct care of the leaders of Hubei Province and Wuhan City. It is one of the "six major" pillar industries and one of the century-old brand-name projects made by the governments of Hubei Province and Wuhan City with its production capacity. Since the new product "Yellow Crane Tower" series liquor was listed as noble and extraordinary in May 2114, it took less than 9 months to quickly occupy a favorable position in the same price market segments in Wuhan and even some markets in Hubei, and broke through the sales of 78 million yuan in one fell swoop. It has created the myth of regional liquor market operation, which is the first in regional liquor market, the first in sales growth rate and the first in consumer awareness, and has become a veritable government gift and a business card of the city. October 2114, Jinghong, Yunnan. In the national liquor quality appraisal held by China Liquor Professional Committee, Yellow Crane Tower Liquor got the highest score together with the three top liquors in China, and was awarded the honorary title of "Excellent Liquor Quality Product in China" by the General Administration of Liquor Quality Supervision, Inspection and Quarantine and China Food Industry Association. In March 2115, Tianlong Yellow Crane Tower Liquor Industry ranked among the top 111 enterprises in China liquor industry with excellent performance. These achievements have been handed over to leaders at all levels and all walks of life who have been paying attention to and supporting the company's development for a long time. May 1, 2114, Shangri-La Hotel, Wuhan. The press conference of new products of Yellow Crane Tower wine was held grandly. After nearly 11 years' absence from the market, "Yellow Crane Tower" wine returned to the rivers and lakes, and in less than three months, it was the first in the regional market in terms of distribution speed, sales growth rate and consumer awareness. By April this year, the sales revenue had exceeded 1 billion yuan, which was called "the miracle of refreshing the liquor industry" by the industry. How does a regional brand in Hubei achieve a "triple jump" in sales volume and brand? How to realize the leap from "1.35 yuan" to "135 yuan" of Yellow Crane Tower wine? As a personal marketing consultant for the whole process of the new product listing of Yellow Crane Tower, the author is willing to sort out the actual marketing experience and remarkable innovation, and decipher the truth that the new product of Yellow Crane Tower was successfully listed and created a miracle. Liquor consumption is increasingly diversified, and liquor consumption behavior in the traditional sense will be less and less. The essence of modern liquor competition is "social level" competition, especially for high-end and high-priced liquor. Therefore, to make consumers love you, you must give them a real "reason". The success of the listing of new products of Yellow Crane Tower lies in the return to the original point of "culture", "quality" and "consumers", which are also three important driving points for the breakthrough of high-end liquor in China at present. Return of Regional Culture In October, 2113, around the brand recognition of Yellow Crane Tower and the entry point of listing, we conducted a 45-day detailed market research on four central cities in Hubei-Wuhan, Jingzhou, Xiangfan and Yichang. The results show that although the Yellow Crane Tower has faded out of the market for nearly 11 years, "China Famous Wine in the Past" is still clear in consumers' minds. During the interview with consumers in Hubei, the author found that the brand image of Yellow Crane Tower was not satisfactory in consumers' minds, especially in Wuhan, where complaints such as "1.35 yuan", "fake wine, poor quality" and "I hope I can drink" were very harsh. Through the analysis of a large number of data in the later period, it is known that Yellow Crane Tower wine has a high reputation in Wuhan and even Hubei, but its brand image and reputation are very bad. After several days of discussion, the final strategy is to return to the Yellow Crane Tower culture and build the first real estate brand. In order to revive the glory of Yellow Crane Tower, it is necessary to solve the brand image of "low-grade" and "negative quality" of Yellow Crane Tower wine, which will be the key to the success of new products. Therefore, positioning the Yellow Crane Tower as "the first brand of Hubei real estate" has become a return of regional culture. Yellow Crane Tower wine has the good genes of the cultural brand of Yellow Crane Tower, and also has a good brand image foundation. The positioning of brand culture directly awakens the local cultural complex of Hubei consumers, and the rich cultural background of Hubei Yellow Crane Tower is conducive to the promotion and dissemination of the first real estate brand in the later period. Accurate product and brand positioning combined with years of operating experience in the liquor industry, the author believes that the premise of kotler 4P theory for liquor marketing in Yellow Crane Tower is to focus on the product level. After determining the brand positioning of the first real estate brand, Yellow Crane Tower must determine the product line integration strategy. Product grade: The Yellow Crane Tower must be one grade higher than Zhijiang and Bai Yunbian in product positioning to meet the high-end brand image. Product line setting: Once the product line of Yellow Crane Tower is set, it can be considered to extend horizontally and parallel based on middle and high-end products, but the future product line of Yellow Crane Tower will extend downward cautiously and cannot extend downward indefinitely. New product launch: As soon as the Yellow Crane Tower was launched, three products were launched: the terminal price exceeded the high-end image product of 411 yuan, and the Yellow Crane Tower was specially made; The leading product of 52-degree and 42-degree wine with terminal price of 138 yuan is Yellow Crane Tower wine. Brand positioning: Based on the product level, the exclusive brand core positioning of "China's first wine taster makes the best wine handed down from generation to generation" has effectively solved the problems of consumers' "negative perception of fake wine" and "low brand image". At the same time, it is perfectly unified with brand positioning and product integration. Brand promotion positioning: in communication and marketing operation, we mainly promote high-end image products, and promote the sales of high-end products with the communication of high-end image. The competition for consumers to promote the brand's liquor in the future is still the competition of brands. Brand consumption will be the mainstream, and relying on the power of the terminal can only be the power and channel for a short time. Grasping the "heart" of consumers is the fundamental way. The mode of consumers' mid-market is to start small consumers (consumer opinion leaders) through special information communication channels and drive large consumers (ordinary consumers), supplemented by mass communication channels to drive mass consumers, so as to realize interactive communication between different consumer circles and quickly realize brand promotion and image promotion. After determining the brand positioning, Yellow Crane Tower Wine invested heavily in naming Wuhan "Tianlong Yellow Crane Tower" football team, and planned a series of activities such as "2114 China-Yellow Crane Tower Wine Wuhan International Tourism Festival" to narrow the distance between the brand and consumers. Thirdly, with the help of the government to develop local brands, it has established its own VIP library system through a series of public relations activities, which has cultivated the loyalty of consumer brands. In large-scale stores and hotels in Wuhan, the self-ordering rate of Yellow Crane Tower wine has reached 81%. At the same time, the brand promotion of Yellow Crane Tower wine was carried out vigorously, which clearly conveyed to consumers that "Yellow Crane Tower is back" and at the same time shaped its brand affinity and brand height. For its transformation from "1.35 yuan" to "135 yuan", the brand image will be promoted. Through the detailed investigation of the overall marketing environment, competition pattern and consumers' brand awareness in Wuhan and Jingzhou, Hubei Province, the strategic plan for the listing of the new Yellow Crane Tower wine was finally determined: "the region is king and the two wings expand". If the region is king, it will occupy the core strategic market-Wuhan first. Wuhan market adopts the way of factory direct sales, and establishes three sales branches in Hankou, Hanyang and Wuchang. Through the operation of Wuhan market, it radiates the whole surrounding market of Hubei. The expansion of the two wings will extend the marketing tentacles to Jingzhou with high brand awareness, and expand Yichang and Xiangfan simultaneously. For secondary cities such as Jingzhou and Xiangfan, the "office+dealer" sales promotion model is adopted. This can fully mobilize the enthusiasm of dealers and effectively control the market order. On the channel start-up, the Yellow Crane Tower started the Wuhan market by means of mid-plate. Set up a hotel department and a supermarket department. At the same time, in view of the numerous chain restaurants and stores in Wuhan, a large customer center was set up, and a special person was responsible for the development and maintenance. On the occasion of the official launch of the new product on May 1, 161 Class A catering terminals and 62 large chain stores were opened. After the distribution of goods is formed, the sales promotion for each link of the terminal will be carried out immediately to form the link of moving sales. The activities of "Dollar Storm" and "Dream Theater" have created an upsurge in Wuhan market. Only six days before May Day, the sales of Yellow Crane Tower reached 11,111 bottles. When good interactive sales began to appear between small and large markets, the Yellow Crane Tower immediately launched mass media to promote brand promotion in the form of newspaper soft articles, radio broadcasts and television media. The essence of integrating organizations to strengthen execution marketing lies in execution, as the industry says, "three points for planning and seven points for execution". The successful listing of Yellow Crane Tower can be said to be the result of team execution to some extent. On the establishment of the marketing system of Yellow Crane Tower wine industry, from the implementation of new products, the author cooperated with enterprises to establish a marketing company (self-operated)+regional distributors (distribution)+marketing management (consulting company)+brand building (brand planning agency) system, which formed a three-dimensional new marketing model in brand planning, brand management, channel consultation, marketing support and marketing management. Completely change the occurrence of excessive non-benign phenomena in previous marketing organizations, and form a benign form of combining self-construction with external supervision. In the framework of market channel, multi-level, multi-interface and omni-directional regional channel extension will be carried out step by step, time by time and key points, and finally a three-dimensional mesh sales network will be formed. Invite foreign brain companies to manage and integrate marketing organizations from recruitment to management, and train a group of marketing teams with strong actual combat and execution. At the same time, the business process is planned and the unique marketing information system of the Yellow Crane Tower wine industry is established. Thereby simplifying, clarifying and standardizing the business operation, and laying the foundation for the successful listing of new products. The successful listing of Yellow Crane Tower was not achieved by "a certain storm" or "a certain idea", but by the integration of "three sharp weapons" system. Concerns about product line extension earlier this year, the author learned. In order to meet the needs of consumers in Hubei Province, Yellow Crane Tower Wine Industry has launched 21-61 yuan series of Yellow Crane Wines, which has attracted investment in Hubei Province. It is said that it has also achieved great success. The author believes that the launch of Yellow Crane Brewery violates the original intention that the product line of Yellow Crane Tower brand can not be extended indefinitely, and it forms a hedge with its brand positioning to a great extent. To a great extent, this has hurt the brand of Yellow Crane Tower that has just been established, and it is also an overdraft for the brand. It is debatable that the low-grade enterprises are tempted to launch low-grade products quickly when the brand is not yet mature. I sincerely wish the Yellow Crane Tower can walk as fast as flying, and go further and further. Recommended reason: Yellow Crane Tower wine has achieved a leap in value from "1.35 yuan" to "135 yuan". Recommended index: ★★★★★★★ Five-star Yellow Crane Tower Wine Price: This quotation is for reference only! Special Yellow Crane Tower price: 411 yuan Yellow Crane Tower wine 52 degrees, 42 degrees leading product price: 138 yuan.