the first marketing task-cultivating healthy drinking consciousness

"health" is the core value of health wine products. However, the drinking culture of "it is better to hurt your body than your feelings" leads to the widespread phenomenon of excessive drinking, which is not only harmful to your health but also harmful. This consumption pattern deviates from the product value orientation of health wine. To this end, Jinjiu did not adopt the "health care product model" to promote market development, but took the cultivation of the audience's health awareness as the top priority in marketing. As early as 1991, Jinjiu formulated an integrated communication system with "healthy drinking" as the core. All the communication resources of the enterprise serve this strategic goal. I believe many people are right that "Jinjiu is good, but don't be greedy!" This slogan is familiar. Jinjiu also cooperates extensively with catering terminals in various places, and promotes activities such as "Healthy Food Week" to guide consumers to drink moderately and care for their health. In order to make the consciousness of "healthy drinking" go deep into the interpersonal environment, Jinjiu went deep into the community to publicize the concept of healthy drinking. In the catering terminal, the capacity of a single bottle of wine often affects the consumption of customers. Therefore, Jinjiu has positioned its main product on a 125ml small bottle of Jinjiu. This seems simple, but it is quite effective. Up to now, the small bottle of Jinjiu is still the most popular product for consumers.

Consumers' awareness of healthy drinking has been enhanced. How to make consumers correctly understand products and rationally consume and use products is another problem before them.

Make a rational commitment and spread healthy drinking methods

As a health wine, it is essential to appeal for efficacy in communication, but health wine is not a medicine. If consumers are misled, it will be very unfavorable for the long-term development of the brand. To this end, Jinjiu actively makes a rational commitment to consumers, and lets consumers know health wine scientifically. The activity of "Chasing the Base" is an annual activity of Jinjiu. The content is to invite consumers to the production base of Jinjiu to visit the production process of health wine and explain all aspects of the products to consumers. This kind of activity allows consumers to see the production process of health wine and have a rational understanding of the efficacy of the product.

In addition, personal adaptability to "wine" will also affect health. For example, consumers who like to drink low-alcohol will easily drink too much high-alcohol and will do harm to their health. To this end, Jinjiu has specially formulated various drinking methods to meet the different needs of consumers, such as adding ice to avoid getting angry in summer, warming the stomach in winter, reducing the alcohol content when mixed with drinks, adding fruits such as plums to soften the taste and so on.

Being a health consultant for consumers

As a branch of health industry, knowledge transfer plays an important role in promoting the development of the whole health wine industry. Jinjiu organizes regular and irregular professional training on healthy drinking knowledge for employees to enhance their personal drinking health knowledge level. These trainings cover the efficacy principle of products, drinking styles adapted by different people and many other aspects. In this way, the employees of the enterprise, especially the sales people who face consumers directly, will be trained as "health experts" and "health consultants" for consumers. In modern marketing, it is very important to promote the "customer delivered value" and let consumers acquire knowledge at the lowest cost. The "health consultant" marketing method of Jinjiu knows this theory well.