Some time ago, the Maotai storm raged. When we opened wine journals, magazines, and websites, it was not difficult for us to find that what we see is basically similar wine bottles, similar product introductions, and consistent style products. name. This fully reflects the weakness and lack of awareness of Chinese liquor innovation. According to research data of the Beijing Tiancei Marketing Planning Agency, the similarity, similarity, and similarity of the domestic liquor brand elements have reached over 81%. This is a very surprising phenomenon of plagiarism and imitation and will be extremely unfavorable to the development of the Chinese liquor industry. Once this The phenomenon of market collapse will bring immeasurable losses to the Chinese liquor industry.
In the liquor market, understanding the liquor industry can basically see many similarities, similarities, and similar phenomena. Some of them are famous for their advantages, some are brazen for wealthy, some are blindly pursuing new fashion, and so on. It is nothing creative, no idea design. The most typical is the launch of the 2009 Platinum Maoji Liquor Maotai. Golden wine was jointly launched by Wuliangye in 2008 and the giant Shi Yuzhu, and even the advertisements are very similar and similar, and the slogan of “gift escalation†is played on the basis of golden wine. The author believes that this is the realm of imitating the highest level and achieving the highest level of shamelessness. This award can be obtained by the Maotai Group. It is really an eye-popping phenomenon for the people, and of course, it will also give a wrong signal to the younger brothers of the liquor industry. The boss will do the same. It is incumbent on the nature to follow the study. It is indeed a very disgraceful leader.
Not only Maotai, other brand elements are more blatant in their imitators, and they have basically reached the level of flooding. Bottle color imitation becomes the most typical phenomenon. Shanxi Xinghuacun Fenjiu launched the packaging of blue and white porcelain bottles. Immediately afterwards, you can see that the whole country is full of blue and white porcelain packaged liquor. Typical examples include Niulanshan Erguotou and Shixian Taibai; Jiangsu Yanghe Wine launched Yanghe Blue Classic Series. It really shines, but white liquor companies, large and small, immediately launched blue bottles. The unique bottle of Jinpai Healthcare Wine was quickly absorbed by many health wines. As a result, numerous types of wines appeared in the market. Health wine packaging.
Li Cheng, a marketing planner at Tianzexing, stated that the development of Chinese liquor brands is relatively short due to the short time and the experience and capability of brand operation are lagging behind. Therefore, it is not surprising that there is a phenomenon of imitating plagiarism. However, many companies have already stepped out of brand building. At the beginning of the initial stage of capital accumulation, we are still making some efforts in brand building, and then focusing on those things that are sturdy and grandiose, I am afraid that in the market competition, it will slowly become a disadvantage. It is too late to do it.
Brand positioning and market segments are not clear
When we look at the ranking of top 100 Chinese liquor companies in 2009, it is not difficult to find that they are all famous brands of liquor. However, when we look closely at those catchy names, I am afraid there are some baffling. This baffling is not due to the lack of understanding of the text, nor is it because the names are not literary enough, but more because these names are more like the mouth of Li Bai's rhododendron, unlike the mouth of a brand designer. Why they say this is because they are completely out of the market. They simply do not organically combine the product itself with market segments, target markets, and brand positioning. They are completely poetic and casual expressions after drunkenness.
Xifeng Chaoyang, Jiannanchunnong, Gujingangong, Shuanggou drunkenness, all-embracing, drunkards, etc. These are just names, and look at the market segments faced by these wines. There are almost no details. In the submarket, of course, there is no clear brand positioning and product positioning. Just as a marketing manager of a wine company said that the current liquor does not need to be positioned. The market sells vintage. We sell the wine. What price will be used by others, and then we will sell the package image and advertising. It is basically stable.
Li Tujun, an expert in the marketing and planning of Tianze Liquor, pointed out that the lack of market segmentation and inaccurate positioning of liquor brands and products was mainly due to the status quo of Chinese liquor industry development. Many liquor companies do not want to make a fuss about STP, nor do they not know the importance of STP. However, the current Chinese consumer concept of consumption, as well as the information asymmetry between supply and demand of liquor products, requires liquor brands to spend enormous energy and financial resources. Only then can we cultivate a healthy market segment. Under such circumstances, no one wants to take risks to make changes. Even if there are successful cases, the background of the state-owned enterprises of liquor giants is not willing to pick up such water. Such as Jinjing Wine, which focuses on health wines, strives to create a healthy concept of healthy drinking culture and carries out brand-new brand positioning and product positioning. The success has been achieved by many famous liquor brands. At the same time, the spirit of marketing exploration is also those of state-owned enterprises. The liquor company is far behind.
Brand differentiation strategy is not obvious
According to our understanding of the liquor market, liquor brands have clearly demonstrated the difference in image and the convergence of products, people, channels, or homogenization, which is extremely detrimental to the development of liquor companies and brands. Taking product differentiation as an example, brands can make a difference in many different product levels, such as product form, characteristics, performance, consistency, reliability, style and design, as well as ordering, consumption, and after-sales services.
However, looking back at the current liquor market, brands not only do not pursue differentiation, they instead have more and more identical phenomena, and thus take advantage of the consumption inertia and common sense of liquor consumers to take a ride. In this way, in terms of short-term interests, companies will not be affected, and they will even receive excess returns. In the long run, companies do not gain brand value in the marketing process. Once the market enters the brand marketing stage, it must Will affect corporate marketing performance.
Li Cejun, an expert in marketing and planning of Tian Celine Liquor, believes that Chinese liquor marketing has reached the point where it is necessary to carry out brand differentiation strategies. Any company that ignores brand differentiation strategies will certainly be ignored by the market, including liquor giants like Maotai and Wuliangye. . Although many large state-owned liquor giants can now achieve competitive advantages through resource advantages, channel advantages, and monopolistic advantages, on the surface, it is a matter of peace of mind. However, it cannot be overlooked that some liquor companies with long-term brand strategies like Jinpai and Shuijingfang are working Differentiation strategy made a fuss and achieved a good market performance. Who can guarantee that in the future, there will not be a small Geely in the liquor industry swallowing a strong Volvo? To avoid the commodity trap, marketers must Beliefs that can make any difference in things begin.
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