"Legendary quality, a hundred years of Zhangyu" - the most clear in place of the red wine brand, but the brand is suspected of aging, should be updated from the perspective of the legend, such as "the quality of the achievements of the quality of the romantic quality of the multiple perspectives to update the concept of the legend".
The role of Chateau Castel is only to build awareness for the Castel company in China to do the graft, did not make Zhang Yu to get much of the expected return. 29 million to build the Cabernet, in the face of competitors of the malicious low price attack, but also lost to make the Cabernet up-grade up the original intention. Appeals two, counting Zhangyu century of success in the two major failures.
2. The Great Wall
"Good wine, gifted with the spirit of the rhinoceros" - a hawkish advertisement that doesn't clearly convey the differentiated demands, and the lack of a sufficient amount of print media to spread the word, it's hard for the consumer to know what's being said. After the integration of the Great Wall, facing the dealer network, and duplication of product streamlining brought about by the double loss, but also give second-tier manufacturers a good opportunity for development. Learning from the Great Wall on the one hand is his OEM customized processing, on the one hand is his excellent performance in the terminal construction. Recently, a large number of imports of foreign wine COFCO was seized, will be a competitor to combat the Great Wall of a great opportunity, competitors how to attack, the Great Wall how to defend, will also be the most into the media a big point of view, visible wine public relations is also a great deal of work.
3. Dynasty
"The dynasty of wine, the dynasty of wine" - there is a potential danger of the brand, there is no clear brand positioning and product appeal, empty advertising slogan shouted 20 years, marketing is not innovative, stick to the old ways, the development of new products is not strong, has been the second-tier brands to keep a close eye on the brand, is the most likely to withdraw from the three a brand. Sales due to too much reliance on the East China region, can be said to be in crisis. From the point of view of visual symbol management, dynasty is undoubtedly successful, red vineyard memory has been widely recognized by consumers, but the CCTV weather forecasts frequently appear dynasty old office building, but people can not find the feeling of "dynasty".
4. Dragon dry red
"Dragon dry red" - has been the industry's oldest four sales, but also have to accept that the consumer is considered to be the representative of low-end red wine this view. Vigorous development of low-end red wine, so that enterprises quickly on the scale, completed the original accumulation of enterprises, but consumers in addition to remember the wine of Dragon cheap, as if there is no other concept. Dragon dry red wine for four consecutive years won the title of national famous brand, recognized by the China Consumers Association as the only recommended brand of the domestic wine industry title, but it is difficult to be used as an effective wine product publicity reasons. As a result, the effect of Pu Cunli's celebrity advertisements has also been greatly reduced. Now, faced with the situation that the country began to cancel the half-juice wine, it is time to do the brand, upgrade the grade.
5. Xintian
"Grape hometown, four seasons of sunshine" - after a hard exploration of the Xintian, and finally found its own advantageous positioning, the same in the talk about the origin, the statement than the Great Wall's brilliant, consumers are also easy to identify and understand "grape hometown of the good wine," the demand. Especially the huge investment to create "Liang Chao-bit, Maggie Cheung" Xintian fashionable new image, in a short period of time to quickly update the Xintian the old product image of the past soil. Just a new day blindly expanding 15 acres of capacity, although the capital and resources to do a masterstroke, but also to their own backs a "production and marketing is not supporting" the biggest burden, otherwise it would not have taken the "impression" of this inexplicable boat. Ask the new days, the lack of not popularity, but sales channels and networks, but why found the "impression" of the same no sales ability of the shell? Is it just Mr. Qin's personal charm? Or is it just that "Impression" promises to sell as much of the original "Xintian" wine as it can in a year? In addition, the new day of 14 yuan dry red, from the surface seems to be a success. However, I am afraid that only I know how much sacrifice New Day has to make. In the process of accounting, the national tax, long-distance freight, high entrance fees, staff wages, advertising costs, especially the profits of the distributors, I find it difficult to understand where it all comes from. Even for a listed company, I'm afraid the money circling the stock market is ultimately limited.
6. Yunnan red
"Yunnan people drink Yunnan red", "Yunnan from now on to say goodbye to the era of no famous wine of their own" - Yunnan red, with its own unique culture and product formulas quickly stabilized in Yunnan, the next with the Yunnan-Guizhou Plateau terrain of the benefit of the basin and down, Guizhou, into the two provinces, leveling Sichuan, Hunan, and then with the "Diaoyutai State Banquet wine" want to wield the division to the north, also It is also said to be ambitious. In addition to the initial product price is higher, with a larger market operating space, Yunnan red can be marketed throughout the country is another reason for the "Yunnan style culture" in the national scope of the widespread recognition. Red wine is, after all, romantic, legendary, fashionable scenario experience consumption products, and Yunnan style has appealed to all consumer recognition. Throughout the country, can produce local concept of red wine, and marketing the country's local but three or two. But we also see that, with the price of Yunnan red transparent, thin profits, new product development is unfavorable, marketing the national taste of discomfort, Yunnan red to become a national brand of the road, there is still a long way to go.
7. impression of dry red
"Effective communication, impression of dry red"-impression of dry red, this less than a year on the fame of the brand, brand positioning on the road is a "road of experience consumption. 8500 standard king, join the impression of their own brand, so that red wine, like beer, popularity, tetra pack red wine, red wine in beer bottles, hand in hand with the new day to create China's red wine carrier, public relations hype, news flying around, counting on a new day to create the red wine, the red wine, the red wine, the red wine, the red wine, the red wine, the red wine, the red wine and the red wine. The news is flying all over the place, and it is considered to be a master of rapid brand awareness. But calmly look, there is no sales-oriented enterprises, relying solely on hype can revitalize the market? Moreover, people who know how to monitor the media can see how much of the 85 million advertising dollars are actually in place.
Then look at the impression of more than a year, in addition to the huge production capacity of the new day to join the breathless, their own products seem to be just "Yunnan, Tibet, Cabernet Sauvignon impression". Select outstanding dealers to let the brand in the right to use, was a good idea to reduce the risk of equal benefit. But the face of profit for the purpose of determining how much input to the manufacturer whether the agent's dealers, this idea is too far ahead. Which dealer is willing to determine the risk of the brand has not yet out of pocket? Moreover, there are a few places suitable for the production of local concept of dry red it? Inner Mongolia, Hebei, Tianjin, Shanxi, Shaanxi, Shandong, Henan, Anhui, Jiangxi Impression, etc., can and red wine romantic, elegant, fashionable, cultural consumer experience associated with it? This point than in the field of consumption of mature liquor, their own manipulation, down-to-earth into the market construction of Jinlufu "Cheers for the city series", but more than a lot of utilitarian psychology.
8. Tonghua dry red
"Tonghua dry red" - one of the oldest wine enterprises, created by the Japanese Kinoshita Xi Division in 1937. But apart from Sharp Mountain Wine's David Wu, consumers are largely unimpressed. Since 70% of its categories are related to mountain grapes and sweet wines, Tonghua Co. will face tremendous pressure to survive in the face of the China Winemaking Industry Association's decision to cancel half-juice wines. The image of mountain wine has greatly hurt Tonghua's brand, how to let consumers know that this Tonghua is not Tonghua, will also be a major problem for the enterprise. At the same time, it is also important to give the company a clear positioning, tell consumers who I am, and have those characteristics.
The latest news is that Altai has injected capital into Tonghua and set up a marketing company, which is fully responsible for the development, promotion and sales of Tonghua's new products. The wine circle has come to the most ferocious marketing expert, and we sincerely hope that Tonghua wines will have a bright future.
9. Dragon Emblem Dry Red
Long Emblem Dry Red - from "continental flavor, the dragon emblem to express" to "successful people to enjoy the way", and to today's "dragon picking emblem reflection, the supreme choice". Long Hui dry red has always taken the high-end route. This was founded in 1910, once and the world's third largest brewing company, the French Pernod Ricard Group for 15 years of cooperation with the enterprise, although it has fallen out of the domestic sales rankings outside the top ten, but still has another envy of the special sales channels. That is, the domestic four or five-star hotel occupies the first, European high-end Asian restaurants, Asian wine occupies the first. Its export volume accounted for 12.5% of the total national wine export volume, while the export value accounted for 23.6% of the total national wine export volume.2001
The APEC meeting in Shanghai in 2007 even designated Dragon Emblem as the designated banquet wine. It is not that such a company does not have differentiated publicity points, but the total amount of dissemination is not enough to let more consumers know the advantages of the company. In addition, Long Hui has become the world's largest red wine company "Constellation - Hardy" company Hardy series of products of China's general agent, I believe that put down the aristocratic frame, increase the brand publicity investment of Long Hui products, will have a new development.
10. Shangri-La
"The world's Shangri-La" - Tibetan secret is not a wine, but who can ignore the current impact of her in all channels of winemakers. Hidden secret can be said to sell not in the wine, but the mysterious culture of Shangri-La, selling the unconquerable legend of the Meili Snow Mountain, selling the hidden secret of the use of pure thousand years of ice and snow melt water, selling people's aspirations for an ideal life. Before the acquisition of Shangri-La - Tibetan secret, the lack of sales channels and networks, ride on the Golden Six Fortune 2,000 dealers, tens of thousands of strong terminal store network, I believe the situation will be greatly improved. Last year's sales of nearly 100 million or so of the Tibetan secret shows this point. This point, the new day can learn, Guangdong is not a lot of excellent big customers? But we also see the biggest bottleneck in the development of hidden secret is: "fundamentally, she is not wine". Therefore, people with long-term red wine consumption habits do not like her, no red wine consumption experience is very much appreciated her, barley-like snow maiden fresh and unique flavor. How to solve the mature red wine consumption crowd to Shangri-La - Tibetan secret of the identity, will be an important development issues.
World Famous Brand Red Wine Introduction
King of Wine: PETRUS (France)
Generally known as Patrice, I've seen a more outrageous call ---- "The Beatles". The fame of this wine is that the winery is located in the Bordeaux region of the eight top chateaux, Bordeaux is currently the best quality, the most expensive king of the wine, quite a king of the style, many film stars like to collect.
Price: more than 10,000 yuan
President's love: HAUTBRION (France)
The Chinese name of this wine is too fascinating, "red face Rong". As a quality product of the traditional eight great chateaux, it became the favorite of Thomas Jefferson, one of America's founding fathers and the second U.S. president, more than two hundred years ago. The price tag is not bad either.
Price: about 3,000-4,000 yuan
Beautiful: MOUTON ROTHSCHILD (France)
This wine and everyone is familiar with the "Wu Dang red" line out of the same school, but the level is higher, the people of Hong Kong is called "Wu Dang Lao Chai", I do not know if Northeast China will not be called "Wu Dang his father"? Wudang" is the phonetic translation, and China's Wudang Mountain has nothing to do, this brand of wine every year to choose a painting as the cover, coincidentally this time is a beautiful nude female sketch.
Price: more than 1,000 yuan
Youth: GASTONRENA (France)
Often feel that the French will be something solemn, did not realize that there will be such a full of young breath of red wine, this "Gaston" is one of Bordeaux's famous wine.
Price: more than 100 yuan can get
Legendary "hero": BATEAU (France)
Chinese is the famous "Dragon Boat", this wine is Napoleon's era of a heroic general brewing. This general was Napoleon's right-hand man, invincible, for Napoleon made great achievements. However, his leg was crippled in a war. So, the general asked Napoleon to grant him a piece of land so that he could brew the best red wine in the world for Napoleon. As a result, the general really made excellent red wine. However, he always missed the days when he fought with his soldiers, and his soldiers also missed the old general. Every time the soldiers sailed past the sea opposite the general's winery, they saluted him from the ship, but the ship was far away from the land, so in order to let the general see clearly, the soldiers came up with a method: lowering the sails by half, hanging them at the angle of the military salute, and then slowly sailing across the sea. When the general learned about this, he was very touched, so he made the half-lowered sails into a label for red wine. From then on, the "Dragon Boat" and the famous label have been passed down to the rest of the world.
Price: about 200 yuan