Hengshui Laobaigan and Jiang Xiaobai are two cases that marketing circles talk about from time to time. The characteristics of these two brands are obvious. Public relations promotion is well done, but the marketing results are not satisfactory.

by the way, I think there are problems and opportunities in tempting fate.

The cognition of this category in history is "not very expensive". This relatively cheap cognition of tempting fate is not easy to change, and it is not unique to tempting fate. Moreover, this characteristic is not very valuable, so it is impossible to shape high-end cognition without fate.

To be a high-end wine, Hengshui Laobaigan needs a rock that makes people recognize it as a high-end wine.

Laobaigan made a strategic fence-riding mistake. It wanted to occupy both mental positions of Laobaigan category and high-end wine with one brand. This kind of strategy is difficult to succeed. Laobaigan category can't represent the high end (in fact, it represents the low end, which conflicts with its current high-end appeal), and the high-end position has already been occupied by brands.

there are two strategic opportunities for tempting fate.

To be successful, a new brand should be the first product of a new category; Or, new brands should exist as the opposite of leading products. Laobaigan wants to be a high-end positioning, either to preempt the position, and use one of its advantages, the highest prize in the World Spirits Competition, to put forward the positioning slogan of the first brand of high-end spirits, occupying the position of the representative of this high-level liquor category, or to stand on the opposite side of Maotai and put forward the positioning slogan of the new liquor pioneer (this is difficult, and it is difficult to find the cognitive advantage). This is the first strategic opportunity for tempting.

the second opportunity is to represent and expand the tempting category.

People who have different views on whether Laobai can't go to the top basically don't recognize it as a high-end benchmark Maotai. Everyone thinks it is a low-end wine.

Laobaigan, without going to the head, is the low-end wine, which is what Laobaigan has in the minds of customers. Changing people's minds is an extremely difficult task in our over-disseminated society. It's much easier to find and use what you have.

Laobaigan can make use of this position in the minds of prospective customers, price the middle-end, drink for brothers, become the first brand of mid-end banquet liquor, and become a big category of Laobaigan.

wine has an obvious feature, which is clearly recognized by its price band.

tempting if the main price band is 99 199 299.

drink manly before continuing the promotion. . Then render the emotional appeal that brothers drink and are not afraid of drunkenness.

and then don't match the head. It will be very useful.

banquets are not only high-end banquets, but also gatherings of friends, brothers, social brothers and comrades-in-arms. This kind of drinking scene is usually six or seven people who are not drunk. Being drunk without going to the head really works for this drinking scene. (It's a real headache to get drunk, and it's a strong demand for this kind of booze.)

When a brand destroys the existing positioning, or the enterprise operation fails to follow the positioning in the customer's mind to allocate resources, it will not only be rejected by the new customers, but will waste the huge assets of the enterprise and even make the enterprise go to ruin-Deng Delong

put a poster of Xiaolangjiu. Go on, Jiang Xiaobai, who has a close relationship with Laobaigan.

Jiang Xiaobai lacks a dominant consumption scene. Everyone thinks that the scene of small bottles of wine drinking and gathering does not belong to Jiang Xiaobai. It was just a scene of consuming Jiang Xiaobai, not a scene belonging to Jiang Xiaobai.

the location of the small bottle of wine belongs to xiaolang wine. Does not belong to Jiang Xiaobai. It's not that the bottle is small and famous, but Jiang Xiaobai can seize this position.

Small bottles of wine and young wine are two locations, two consumer groups and different consumption scenes.

the consumption scene of small bottles of wine and small drinks is strongly related to Xiaolang wine, and Jiang Xiaobai can't establish a dominant position in this consumption scene. The main group of people who get together and drink white wine every day among friends are heavy consumers of white wine (not young people who don't drink white wine very much). Small bottles of Xiaolang wine are the first choice for this group in terms of brand reputation, brand grade, sense of belonging and taste. (People who are used to drinking white wine will not choose Jiang Xiaobai, and there should not be many people who disagree with this statement.) And the usual gathering and drinking of young people is not a consumption scene where Jiang Xiaobai can dominate. In more cases, people choose drinks such as cola, fruit juice, Wang Laoji, craft beer, red wine and foreign wine, and most people will not consume white wine (people with a very low proportion will choose Jiang Xiaobai frequently, but they will definitely buy it, and the proportion is not high).

Jiang Xiaobai found a place for young wine, and with the help of social media bonus, she implanted this place in the minds of young people by using Weibo WeChat, but it didn't find a consumption scene for young wine with clear motives and a dominant position. At present, small gatherings, banquets and nightclubs are not the scenes that Jiang Xiaobai can dominate at the moment. Xiaobai has not achieved explosive growth in catering channels, ka stores or nightclubs, whether it is pure drinking or mixed drinking (the mainstream consumption scene of blended wine is nightclubs, which is dominated by foreign wines such as jagermeister, but mixed drinking will be a key point for Jiang Xiaobai to find the source consumption scene)

Because there is no unique consumption scene of his own, young wine.

a single spark can start a prairie fire, but if there are only a few sparse clumps of dry wood on the grassland, but there are green trees and grass everywhere, let alone start a prairie fire, and the fire will go out when the dry wood is burned out. If you want to start a prairie fire, you must first find a grassland full of dry wood. Jiang Xiaobai, too, wants to form a consumption trend, and also needs to find a source channel and people who are more likely to ignite with dry wood.

College students are the trendy Depth Charge. For Jiang Xiaobai, this grassland with mental resources and demonstration function is the campus. Jiang Xiaobai's planning for the strategic source period can refer to jagermeister, which was regarded as unpalatable and described as kerosene in the early days, but sold well by focusing on the source crowd of college students, focusing on the source channel of university bars, and learning to hold the Red Bull, which sells well in extreme sports, by focusing on the high-potential crowd-"extreme athletes".

successful companies often focus on a product, a service or a market when they start.

Jiang Xiaobai's strategic opportunity is to continue to strengthen the cognition of young liquor, choose to focus on the source crowd "students" and focus on the drinking method "mixed drinking", and occupy several consumption scenes where Jiang Xiaobai has a cognitive advantage but no one occupies it and has a strong demand for drinking liquor through strategic matching.

For example, students' first lovelorn feelings, the passion of watching football in the dormitory and socializing in bars, the sadness of leaving the university graduation banquet, the anguish of breaking up when bidding farewell to campus, the bitterness of failing to apply for the job for the first time when bidding farewell to youth, and the memory of youth at the first class reunion. Focusing on the liquor drinking scene where they drown their sorrows, inspire and socialize, students can express their emotional needs of "frustration, love and friendship" and use the copywriting that Jiang Xiaobai is good at. It takes ten years to consolidate this kind of drinking scene and cultivate consumption feelings and habits.

when groups of students and customers are integrated into the society, they will naturally extend their consumption habits of Jiang Xiaobai to parties, workplace group building and nightclubs. Will they switch to other brands if they fall in love with Jiang Xiaobai? I don't think so. Unless there is a banquet with high-end demand (high-end banquet itself is not the consumption scene that Jiang Xiaobai should pursue), Maotai Wuliangye will be tried. However, this situation is basically different from the online saying of cultivating liquor users for others, and it is different from the scene demand that customers who like to drink other brands have to change Maotai Wuliangye in high-end occasions. After this high-end banquet, people will still drink the brands they are used to.

Jiang Xiaobai should not rush to develop mass youth. It took Microsoft 11 years to achieve annual sales of $1 billion, Wal-Mart 14 years to achieve annual sales of $1 billion, Red Bull 9 years to achieve annual sales of $1 billion in the world, and Wang Laoji in red cans also took 9 years to achieve annual sales of $1 billion in China.

early focus on the source crowd and slow development can protect the brand from concentrated and sudden negative impact during the gestation period and effectively prevent the "hula hoop effect". There will inevitably be some defects in the products of new categories or new brands. The slow-paced advancement will give brands time and opportunity to revise products and improve various operations according to market feedback, and minimize the factors that stimulate negative reactions.

strategic matching focuses on channel and public relations activities.

In terms of channels, Jiang Xiaobai can set up a campus business department, which is responsible for opening and operating Jiang Xiaobai's bar inside and outside the campuses of first-class universities at home and abroad, opening a student-themed izakaya in a mall where young people gather in Joy City, and training student brokers, focusing on KTV, restaurants, supermarkets and online platforms around the school to distribute goods in a saturated way.

Public relations can be profitable, for example, making joint products around, training, music festivals and competitions. Through this integrated marketing method of sales and public relations, Jiang Xiaobai's drinking scene and consumption feelings are implanted into students' minds. (Don't underestimate the students' consumption capacity of liquor and the consumption capacity of the student market. Try to calculate from the middle school students' lovelorn, plus Hong Kong, Macao, Taiwan Province and foreign universities. . )

small enterprises should fight guerrilla warfare, find a position small enough to hold, and intensively cultivate it.

only by keeping an eye on a narrow market segment can brands occupy a place in customers' minds.

only by making a company or brand focus on a niche market where it can be a leader for a long time can we cultivate a strong company and ensure its success in the future.