Introduction:
It seems that there is no brand, but let us see that it has such a strong will to revive after prosperity and decline; There seems to be no case in the field of marketing that can become a model of comprehensive research like Confucius. The success of Confucian family wine represents the miracle of an era; The defeat of Confucian aristocratic family wine was almost accompanied by Qin Chi, Red Heart K, etc. , disappeared from everyone; However, unlike many short-lived brands, the unremitting efforts of Confucian family wine after its decline always make people feel hope in tragic emotions. ...
First, the key to the success or failure of "Confucius Family Wine" marketing:
1994, the family advertisement of "Family Wine of Confucian Merchants Makes People Homesick" was shot by Ji Wang for Family Wine of Confucian Merchants, and "Beijingers in new york" was skillfully grafted into the advertisement, which successfully conveyed the family culture of Confucian Merchants and became the "leader of liquor cultural marketing", with sales reaching the peak of 950 million.
1995, Confucius Banquet Wine won the first title of CCTV as "Confucius Banquet Wine, Writing Articles in the World", and was awarded the title of "Forever Green, Forever Qin Chi" by 1996 and 1997 for two consecutive years.
During the period of 1997, Qin Chi's "blending incident" was exposed, the crisis public relations was not handled properly, Lu Jiu's reputation declined, and the market shrank in an all-round way, entering a stage of prosperity and decline.
In 200 1 year, Confucianism provoked the banner of Lu liquor revival and hired famous domestic policy experts to plan the whole process. After a lot of market research, Ye affirmed the advertising appeal of "making people homesick" and, as the image spokesperson, launched three main brands: "Dejia", "Shengshi Pottery" and "Classic Pottery".
In 2002, Confucianism once again fell into brand confusion and whispering.
In 2003, the Kong family joined hands with Shenzhen Wanji for the second revival. The advertising marketing of "Millennium Confucius, everyone" and "Confucius, everyone" finally fell short.
In May 2006, the cooperation between Confucius and Wanji ended in discord.
Second, the success or failure of the past is attributed to "family culture"
Kongfujia Company was founded in 1958, and has gone through a development course of half a century. Today, when we talk about "Confucius" culture as an opportunity for the rebirth of Confucian family wine, we have to talk about the "family culture" of Confucian family wine.
1985, Kongfujia wine formed its own unique product characteristics. Kongfujia Liquor, which features low-alcohol liquor and big pottery packaging bottles, won the national "Silver Award" at the fifth national wine tasting held in 1989, becoming the first and only national excellent grain wine in Shandong Province. However, China people really understood the Confucian family in 1993. This year, this little-known regional brand completed a nationwide brand leap.
This paper analyzes the reasons for the success of Confucius Family Wine. From the product point of view, the first is the quality of wine. Confucian family wine pursues and achieves "three virtues and three fragrances" (fragrance, taste and body; Smell, taste, aftertaste), become a model of low-alcohol Lu wine; Second, the packaging form, using large pottery packaging bottles, is refreshing; Third, brand culture, known as "family culture"; The fourth is strong advertising promotion. Ji Wang's phrase, "The wine of Confucius makes people homesick", has the original significance of liquor brand spokesperson.
Now, it seems that these four points are really routine methods of brand building and market development, and there is nothing unique and surprising, but why did the Confucius family succeed on this? This is exactly what the old saying goes: "Times make heroes." In the early 1990s, it was during China's economic transition period that the liquor market was in great demand, but the marketing methods were generally poor. Now it seems that the plain Confucian "four-plank axe" was of leading significance at that time.
However, during the prosperous period from 1993 to 1998, the "family culture" of Confucian families was always in a state of low-level development or even stagnation. What is the "family culture" of Confucian families? The five-year-old Confucian did not give a clear answer to this core question. The Confucian "family culture" is finally disappointing because it is only a superficial concept of "homesickness".
The passage of time to the year 2000 has brought new hope to Confucian families. This hope lies not in the adjustment of corporate leadership, but in the fact that Lee Kuan Yew, the former prime minister of Singapore, praised "Confucius House Wine" as the "fourth hole" after "Confucius House", "Confucius Temple" and "Confucius Forest". This should be a historical opportunity for Confucianism to abandon "family culture" and transform into "Confucius culture". However, at that time, the external brain hired by the Kong family company did not fully understand the strategic thought of "Kong culture", but reinterpreted "family culture". Liu Huan's advertising film "A Cup of Confucius and Wan Li" is beautifully produced, but under the premise of poor brand connotation and drastic changes in the market environment, the advertising effect is undoubtedly a drop in the bucket. This expensive and untimely production is also a dead end of Confucian "family culture".
In 2003, Shenzhen Wanji invested in Kong Fujia, acquired 90% of the state-owned equity of Kong Fujia Group, and incorporated Kong Fujia into its subsidiary. "Confucius culture" has obviously become a flash in my predecessor's mind, and layman's capital can only see the once brilliant "family culture" In 2004, an advertising slogan "Confucius family wine makes everyone successful" was born, and "family culture" became "mass culture" or "big brand culture". The concept of "family culture" in the original family sense is blurred because it is infinitely magnified. With the sudden withdrawal of Shenzhen Wanji, the revival of "family culture" became a natural death.
Third, from Confucius' "home" to Confucius' home.
Looking back at history, not to mention consumers, even people in the Confucius family know clearly that Confucius and the "Confucius" culture were not mentioned in the glorious period of Confucius family wine. What impressed us deeply was that Ji Wang, a famous actor, endorsed Confucius Wine with the slogan "Confucius Wine makes people homesick". In the brand positioning of Confucius family, there is no "hole" color except the literal word "hole". Confucian culture, or the concept of Confucian culture, was introduced into Confucian family wine only after Qiu Zhenxin took up his new job.
At present, the flood of "family wine" in the market makes "family culture" vulgar, and Confucian family wine loses the opportunity to reshape "family culture". In 2000, the concept of "the fourth hole" promoted by Confucius Institute was indeed the right way. The value of the word "Confucius" lies in "Confucius", not in "home". Therefore, "Confucius" culture is the real opportunity for the rebirth of Confucian wine. From Confucius' "home" to Confucius' "home", its essence is the transformation of Confucius from "home culture" to "Confucius culture".
In any case, the return of the right to offer sacrifices to Confucius' family wine reveals an important message to us: Confucius' family wine has begun its brand transformation, from "family culture" to "Confucius culture". Although the "Confucius culture" of Kongjia Liquor is still superficial at present, this positioning has given Kongjia Liquor a chance to be reborn, and it can even be said that it has finally moved towards the right path of brand building.
To our delight, after Chairman Qiu Zhenxin took office, Confucius Family Company made great efforts to adjust its product structure, introduced harmonious holy city, Confucian style, official collection and other wines, and deliberately began to publicize Confucius and Confucian culture in the process of brand communication. These are obviously wise moves to abandon "family culture" and turn to "Confucius culture".
First of all, from the perspective of product line and market planning, "Confucius culture" has been integrated into the blood of Confucius family. For example, the new high-end Confucian family wine carefully built by the Confucian family company in the past two years marks the strategic adjustment of the product structure of the Confucian family company, increasing the research and development of high-end products, especially political and commercial wine, and accelerating the return of brand value, in which the return of "Confucian culture" is the core content.
We analyze the intrinsic value and cultural charm of refined and fragrant home brew. After nearly two years' efforts, the researchers of Confucian family company made the fragrance inherit the essence of Confucian golden mean and harmonious culture. Confucius started with the production technology and applied the "golden mean" and "harmony" to the production technology.
Elegant flavor combines the advantages of three basic flavor types of China liquor, namely, fragrance, strong flavor and maotai flavor. It is pure and refreshing, fragrant and sweet, elegant and delicate maotai flavor, rich and mellow. It ingeniously combines the essence of the three major flavor brewing technologies, and absorbs the high-temperature moistening materials, steaming, mixed burning and high-temperature accumulation of maotai-flavor liquor. In the application of music, it embodies the "golden mean" and "harmony". The combination of high-temperature and medium-temperature Daqu and bran koji, as well as the brewing of microbial koji and aroma-producing yeast, enriched the microorganisms needed to produce elegant Luzhou-flavor liquor. In the production of raw materials, it also embodies the characteristics of "golden mean", increases the content of protein in raw materials, and makes the proportion of protein and starch harmonious.
Because the raw materials used in the above production and the brewed liquor inherit the Confucian culture of "neutralization", the produced liquor naturally forms complex flavor components, and at the same time achieves the harmony of flavor, making the liquor more plump, mellow, soft and natural.
From this point of view, Confucian-elegant-fragrant Kongfujia liquor is an innovative fragrant liquor, which has the characteristics of rich, clear and maotai flavor, and is unique and self-contained. It combines the soft fragrance, the gorgeous fragrance and the elegance of soy sauce, enriches the product line of Kongfujia Company with its soft and refreshing taste and elegant and noble quality, and improves the scientific and technological content of Kongfujia products. Most importantly, Confucian-flavored wine is permeated with "Confucian culture" from the internal genes, and takes it as the first element of products and brands, laying the foundation for the cultural upgrading of Confucian families.
Secondly, in the external form of the product, the packaging design of Confucian aristocratic family wine is based on Confucius' lecture chart, accompanied by classic quotations from The Analects of Confucius, which is simple and elegant, rich in connotation, stable and elegant, pleasing to the eye, showing the elegance of Confucianism and letting drinkers deeply understand the profoundness of Confucian culture. Confucian scholars regard the dissemination of Confucius thought as the natural mission of their products.
In this way, Confucian scholars have a deeper added value of products: the core of Confucianism is "benevolence" and "courtesy". The essence of its ethical category is to adjust social relations and harmonious interpersonal relations, so as to achieve the purpose of benevolent government and clean government and social stability. In recent years, Confucianism emphasizes the political goal of "great unity" of the country and the nation, the people-oriented thought of "making the water army a boat", the principle of governing the country by virtue, the moral cultivation of "nourishing qi and calming the world", the family ethics of "orderly aging", "loyalty and filial piety", the spirit of "joining the WTO" and the life realm of "being happy and worrying about the world" have set off a trend of pursuing Confucianism all over the world.
The author believes that under the new situation of today's market economy, Confucian businessmen have become a model admired by business people.
The so-called Confucian businessmen are the combination of Confucianism and businessmen, which refers to entrepreneurs with high cultural literacy, Confucian morality and value orientation, self-improvement and innovative spirit. Confucian businessmen follow the people-oriented thought in enterprise management, regard people as the most fundamental factor in enterprise management, mobilize the enthusiasm of employees through spiritual and material care and encouragement, make the best use of everything and create good business performance. In management, Confucian businessmen advocate the concept of employing people, that is, "saints should strive to seek talents and avoid management affairs", "saints should govern officials but not the people" and "it is not expensive to examine the people" as the control concept.
Confucian family wine with the above demands can make consumers think about the past and the present when drinking, and motivate themselves with the vigorous and promising spirit of Confucianism; Take Confucian public loyalty as the national spirit and cultivate their patriotic feelings; Enlighten yourself to treat material interests correctly with Confucian spirit, and cultivate your noble sentiment of loving the people with Confucian spirit. Cultivate an independent personality with self-esteem and self-improvement with the Confucian concept of honesty.
As far as the author's personal understanding of brand culture and wine culture is concerned, the Confucian family living in the land of saints and the state of etiquette has continuously absorbed and practiced Confucian culture and the concept of Confucian businessmen in production, operation and marketing, laying a solid foundation for the Confucian family company to improve the added value of products and enhance its brand influence. This has an inestimable pulling effect on accelerating its return to the first-line liquor brand.
Secondly, the highlight of the combination of Kong family and "Kong culture" is that the Kong family accurately grasped the characteristics of "Kong culture" in the process of marketing and promotion, and formed its core emotional power to impress dealers and consumers. In the dealer's view, the country vigorously advocates the construction of a harmonious society, which has promoted the steady improvement of people's living standards, and the dealer itself is also looking for opportunities and platforms to repay the society. Confucius family wine just provides such a platform for it. By actively selling Confucian family wine, the consumption of Confucian family wine has become a consumption fashion, which reflects the social responsibility of dealers.
For consumers, tasting Confucian family wine can not only get a high-level consumption experience, but also get a deep understanding and experience of "Confucian culture", that is, Confucian culture. As far as the author knows, a symbolic product of Confucius family, Harmonious Holy City Wine, is packed in a popular iron box with patterns taught by Confucius and harmonious seal characters described in The Analects of Confucius, which shows the quaint and elegant cultural background and local characteristics of Qufu, the holy city. The bottle body is made of high-grade hand-made glass bottles, with bronzing and flower baking techniques and auspicious dragon patterns with traditional characteristics of China. It is elegant, solemn and modern, which means auspicious, prosperous and harmonious development. Whether it is a gift or a business banquet, it can highlight its elegant, solemn and generous quality connotation. At the same time, the wine quality of Confucius Harmonious Holy City is very good, with rich and sweet aroma, which is very suitable for consumers' tastes and styles. While tasting fine wine, consumers can not only appreciate the profound Confucian harmonious wine culture, but also reach the highest level of "respecting harmony and drinking harmony".
In today's increasingly fierce liquor competition, a product and a brand must have a unique appeal to dealers and consumers if they want to stand out. In other words, liquor products should build their own personalized competitiveness from the internal culture and external form. There is no doubt that the Confucian family has laid a solid foundation in this respect.
In addition, it has to be mentioned that "Confucius culture" is a unique "trait" of Confucius wine. Today, the competition in the field of liquor is increasingly emphasizing personalization and differentiation, and the unique cultural characteristics are the competitiveness of a brand. Obviously, the Confucian family has done enough articles on this point: the aura of "Confucian cultural symbol brand", "Chinese ceremonial cultural wine" and "China (Qufu) International Confucius Cultural Festival designated wine" and the brand appeal of "paying attention to etiquette, respecting and respecting" are all "unique" among China liquor brands, and these "unique" highlights the characteristics of Confucian family wine and determines the Confucian family wine.
From the above analysis, Confucianism has inherited the "Confucius culture", which can be regarded as a successful typical marketing case and is worth learning. However, in the future, the Confucian family still has a long way to go to truly realize Confucius' goal of "home" to "home". Here, the author would like to put forward some personal opinions on Confucian family wine for reference.
Fourth, how to get from home to cave?
The author believes that in order to realize the transformation from "home" to "cave" and truly seize the opportunity of the rebirth of "cave" culture, we can start from the following four points:
First, remold the corporate culture of Confucian family. The corporate culture of Confucius' family has always been vacillating, scattered and vague, sometimes family culture, sometimes Confucian culture, and sometimes promoted to "family culture" in the national sense. The incoherent operation of these cultures has caused the fragmentation of Confucius' family image. Corporate culture is the fundamental factor that determines what and how an enterprise is. What does Confucius mean? Did not provide people with a clear answer. Confucius Jia Cheng also promoted promotion through defeat. Once the promotion fails and lacks the support of corporate culture, the enterprise will lose its development direction and strength. However, due to their successful experience in the past, they often seek vitality from promotion and begin to invite people to "brand" and "advertise", with only one effect, that is, the continuous consumption of corporate physique.
From the perspective of management, corporate culture is the foundation of enterprise development, the source of enterprise power and the only way for enterprises. In the article "The Essence of Chinese Wine Culture is Confucian Culture", I specifically discussed the Confucian cultural potential of the Confucian family. Now, the author still believes that Confucian culture is a huge cultural wealth left by heaven to Confucius. Although Confucianism initially relied on the "home" culture and alienated from the "Confucius" culture, it achieved success in sales, but it was a pity in corporate culture. Perhaps, this is also a normal phenomenon in the development stage of enterprises. The author believes that it is a golden opportunity to regard Confucian culture as the corporate culture of Confucius' family, which is in line with the weather, geographical location and human harmony.
Second, remould Confucius' development strategy. In a sense, corporate culture is also a strategic issue, but without a clear and feasible corporate culture, other development strategies of enterprises will have no roots to follow. Under the guidance of corporate culture, it is a systematic project to formulate the development strategy of Confucian enterprises, which involves many aspects. This paper can't discuss it in detail and it can't be clear now. But one thing must be clear, that is, under the new corporate culture, Confucius' corporate strategic goal should be the China enterprise with the most China cultural characteristics. We hope that Confucianism can define its own cultural orientation, not just enterprise orientation; Be clear about your own cultural role, not just the company role. Because only in this way can we truly implement the corporate culture of Confucius' family. Only in this way can the corporate culture of Confucius' family become a sharp weapon for enterprise competition, especially when facing the international market of China liquor, this cultural advantage will be unparalleled. Internationally, people only know that there are enterprises in China, but no enterprise in China can truly fully and profoundly reflect China culture and China character, which is an opportunity left by history to Confucius.
Third, remould the brand strategy of Confucius. Corporate culture and brand culture are inextricably linked, and even brand culture should be the embodiment of corporate culture in specific products and brands. As a liquor enterprise in China and a liquor enterprise in China, the Confucian family has incomparable Confucian cultural advantages over other liquor enterprises and brands. In the past, the Confucian family was just a kind of "homesick" family culture. Now, we should make the Confucian family into liquor which can best reflect the culture of China and the character of China. The author thinks that "Chinese wine" in the true sense can not only represent the taste of Chinese wine, but also represent the culture of China. No wine has done this, which is also the opportunity and goal of Confucius' family.
The author hopes that Kongjia wine can shape itself into a cultural product. At that time, a large number of international friends will appreciate the atmosphere and information of China culture and China's character from the Confucian family wine. This is the brand strategic goal of Confucius' new corporate culture.
From the perspective of brand strategy, the author tends to reposition the brand of Confucius Family Wine. Of course, the current popular sub-brand strategy is also worth considering.
Fourth, reshape the style of Confucian family wine products. Confucian family wine is undoubtedly the representative of Lu wine, so what is the style of Lu wine? What are the characteristics of Lu wine from Confucian family? How can these problems be understood and recognized by the majority of drinkers? This series of problems need considerable energy to be solved with Confucian family wine. This process is actually the process of shaping the style of Confucian family wine. If a wine lacks its own style, it is hard to imagine how long its success will last. At that time, the "blending storm" made Lu wine suffer greatly, and even there are still aftershocks. Therefore, reshaping the product style of Confucius' family is also an inevitable move to eliminate the influence of that year.