To swim against the current is to show the hero's character. To go against the tide is to be original, to be different, and then to stand out. This is true for heroes, and also for good products. The current fruit wine business, but without exception, no one side to side, no one can "stand out", not the enterprise is not willing, but did not find the know-how to open up the market, there are companies invested in not small, but the strategy is not the right way, has not been warm and hot. In fact, since the birth of fruit wine, like a "dwarf disease", has been growing up, living in the embarrassing world, the wine industry is a big industry, liquor, beer, wine, liquor, and even health care is the world of wine is the world of wind and water, and fruit wine has not been a place to stand. As a new category, with the consumer's consumption concept, consumption level of the promotion of the fruit wine industry is the trend has been a foregone conclusion, but the fact is that the entire fruit wine industry is like a fog into the group, has not always found a breakthrough in the market, has been hovering, can not form a climate. Looking at the liquor market, we found that people who drink liquor have three categories, a class of drink is face, and therefore will buy very expensive wine, such as Wuliangye; the second class of drink is the atmosphere, and therefore will drink a lot of, such as Jinlufu; the third class of drink is lonely, such as Erguotou. Specifically to the fruit wine, because the degree is not high, and drink out of the atmosphere, loneliness, not to mention, so the direction of development has become ambiguous, and even some of the fruit wine once positioned as a woman's wine, but in real life, it is difficult to see someone to consume. Li Mingli that the fruit wine market has been operating poorly, for many reasons, but only clear three issues to find a way out: First, the fruit wine should have a large development direction, know where to go, with the direction of the orientation; Second, clear competitors, fruit wine in the end and who is competing with the fruit wine itself? Or white wine, red wine, health wine? With clear competitors to produce combat strategy; Third, to recognize what kind of people drink fruit wine, that is, to find the breakthrough crowd. And all this requires "know yourself and know the enemy". The so-called know yourself, that is, understand the industry situation, industry trends, industry strengths, weaknesses, opportunity points; know your enemy: that is, consumer demand, consumer value, competitors' strengths and weaknesses, etc., and a solid understanding of the consumer is the starting point of the breakthrough, with the strongest advantage to meet the competitors have not yet met the needs of consumers, is the way out. Based on consumer demand to break the consumer barriers Who can dial to the most sensitive strings in the heart of consumers, who is the biggest winner in the fruit wine industry. In the special research on fruit wines done by Fangyuan Brand Marketing Agency, the recognition of fruit wines, popularity, consumption mode, consumption scenario, taste, culture, etc. are all important factors affecting the hot sale of fruit wines. Most of the fruit wine companies have not paid too much attention to the psychology of consumers, and have not taken this as the key point to solve the problem, but are emphasizing the nutritional value of fruit wines, hoping that consumers will take the "nutritional value of fruits" as the core demand to buy fruit wines. These are precisely fruit wine companies made a directional error: the vast majority of consumers do not want to supplement nutrition, beauty and drinking, in the liquor market, there have been some companies in the fierce competition in the "nutritional white wine" concept, but was eliminated more quickly. Therefore, for the consumer mind is not thorough enough to understand, do not know why consumers buy? Resulting in enterprises, whether in publicity and promotion or marketing, have been scratching the itch, do useless work. Therefore, many companies for such a promising industry, has a very good product base of fruit wine, but did not realize its due value, and even the phenomenon of "holding a gold doll to eat". In the opinion of Beijing Fangyuan brand marketing agency, to crack the consumer's mind resources, we need to understand the psychology of modern people and drinking culture very well. Chinese people drink, pay special attention to drinking reasons, drinking atmosphere and drinking crowd. In the business, official this alcohol consumption of the largest market, white wine, especially high-grade white wine is the best choice; in friends, relatives gathering place, beer is often the first choice for family consumption; in the relaxed and romantic bar, couples dating moment, red wine is the choice; and at home, the elderly tend to drink some health care wine, focusing on prolonging life, health and wellness. And precisely, fruit wine is the most lack of such a support, it can not find where the drinker, can not find the occasion to drink, and can not give a must drink fruit wine reason. Advise everyone to "drink a little every day, a little more healthy", the Ningxia red has slowly faded out of the consumer's line of sight, real-time proof of this road has been very difficult to move forward, from the development of wine and beer can be seen, the two predecessors are in the "nutrient" on the road is not good situation! The development of wine and beer can be seen, the two predecessors are in the "nutrition" road is not good situation, timely adjustment of strategy, reversing the direction, through the "talk about taste, talk about fashion, talk about lifestyle" and open the market. Therefore, for fruit wines, to turn the tide, and the wine industry seniors a showdown, we must break through in the learning, on the one hand, crack the consumer's mind barriers, on the one hand, through the strategy to find the road to survival. Clear competitors with differentiation to achieve a breakthrough fruit wine to survive, we have to compete, competition object, determines the way of competition. No competitor is so powerful that it can't be challenged, only the challenge of this strategy is different. Many people in the industry believe that fruit wine is a separate category, there is no fruit wine brand boss in China, so there is no competitor, only need to do a good job of their own wine, it can be. In fact, Li Mingli himself did see a lot of fruit wine companies to do so, but "good wine is also afraid of the deep alley" used in the fruit wine industry, it is no longer appropriate. No competitors is not necessarily a good thing. The survival of competitors is mutually exclusive. Throughout the development of the industry is almost always more than two brands **** with the advancement of the industry, Coca VS Pepsi. Erie VS Mengniu, McDonald's VS KFC, Maotai VS Wuliangye, Nike VS Adidas and so on. Therefore, finding clear competitors is a fundamental issue for fruit wine to survive. In Fang Yuan's view, fruit wine not only to find competitors, but also to find a big competitor, and the formation of differentiation, you can find room for survival. Just like "Mercedes Benz is good to sit, BMW is good to drive, Volvo safety", each has its own advantages, each has its own selling point. Stand with the giants, find the giants of the gap, the use of precise strategy, separation of the target consumer groups, the implementation of precision strikes, so that the industry can be pushed to the public **** line of sight. On this basis, for different fruit wines, you can create different selling points, lychee wine's noble and history and culture, rose wine's beauty and romance, kiwi wine's nutritional value, mulberry wine's clearing heat and moistening the lungs efficacy, etc., coupled with the regional card, cultural card, channel card, marketing card, etc., in order to form different differentiation. There is only a tail left of the era of "everyone has their own superiority". Today's society is an era of multiple values, differentiation is value. The key to competition in marketing lies in this, even if it is a conflict with the traditional concept of the product, as long as there is a differentiated value, there will be a market, Sister Hibiscus, Phoenix, Cialis and other grassroots celebrities, the way to success lies in this. At present, the packaging, color, and even taste of fruit wines are surprisingly similar to that of wines. It is not difficult to imagine that this kind of following strategy will undoubtedly make enterprises consciously jump into the red sea of their own choice. Li Mingli himself believes that fruit wines cannot simply imitate wines and health wines, but should form their own style, be different, and open up a blue ocean through differentiated competition in order to find a bigger market and get out of the new characteristic marketing road. Tapping the cultural connotation of fruit wine for specialty marketing The biggest problem plaguing fruit wine is: who I am. Fruit wine, in the end, is selling fruit or wine? Is it a health wine or another new category? Fruit wine should give itself a clear positioning, a white wine, beer, red wine and even health wine is completely different value, which constitutes the core selling point of fruit wine. Li Mingli believes that fruit wine should be fruit wine, only in the focus of marketing should be adjusted, the order of marketing should be: first sell wine and then sell fruit. In the field of wine to find room for survival, not simply the wine as a carrier of fruit. Wine market competition is so fierce, how to do? Cultural marketing can undoubtedly draw on one of the marketing approach. In recent years, the rise of liquor brands, jinlufu, small muddy fairy, water well, xifeng wine, etc. are doing very well. "JLF has succeeded in bringing a new liquor brand into the world by virtue of its "blessed culture" under the banner of "China Blessing - JLF", while Little Muddy Fairy, Shui Jing Fang and Xifeng Wine have also utilized China's cultural heritage to varying degrees. Small muddy fairy, Shuijingfang, Xifeng wine, etc. are also different degrees of the use of China's traditional national culture, growing into today's big brands. For consumers, liquor is no longer a mere commodity, but has become a consumption carrier for emotional support and self-worth fulfillment, which is the cultural connotation of liquor. Therefore, for fruit wines, the cultural factor is the key point to determine whether a brand can effectively differentiate itself from its many competitors. Specifically for different kinds of fruit wines, their origins, raw materials, processes, and tastes themselves have very strong and unrepeatable characteristics, and it is entirely possible to increase the core influence of the product by carefully designing and highlighting the connotations. Li Mingli himself believes that for fruit wines, function is easy to seek culture is hard to come by, and whoever does a wonderful job on culture will win. For example, drinking fruit wine, tasting a unique culture, enjoying life, casting a respectful gaze, up to a concept.