Sales hold up the return of wine culture _3064

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Sales hold up the return of wine culture
 
 

article was published in vPro management online | http://www.boraid. com/darticle3/list.asp? id = 14668 | 39
■ outdated marketing model makes today's wine culture, wine culture today features

What are the characteristics? This is difficult to hold the same view. Some enterprises in the interpretation of the Pop Culture from its own brand story, and some with the noble image of the emperor to package their own brands, and some is to upgrade their products with literati culture, more people using wine tools to explain the ancient history of their products. All in all, we are really flourishing wine culture, most of these cultures are not created to convey the product itself, but in emotional communication up to create consumer Perception. Of course, most of the products are in demand products and consumers go directly to an issue, such as: more of a celebration, good fortune, luck and other aspects of creation.  hosting business since Bo Li Rui wine sales in the text of the regression line. 

reason why today's marketing model behind the liquor, because a lot of liquor companies in China are from the workshop-style business model evolved, some of the larger in the government grew up under the care of state-owned enterprises. In today's market conditions, these enterprises because of their different reasons, many of their marketing ideas and marketing methods have been unable to meet current needs. Especially since there is little foreign intervention liquor industry competition, the domestic liquor industry enterprises in the relatively closed environment of competition, over time, their market values ​​and behavior increasingly lag behind the other wine.

liquor manufacturers lag to the marketing methods are excellent opportunities for dealers. These dealers use the production resources of liquor production, production and own-brand products, in addition to existing channels advantage of their control, and gradually created the market today are mostly well-known liquor dealers for the situation. However, dealers also saw in the rapid accumulation of profit, the market's long-term to create a lack of deeper understanding and visionary approach, so the brand contribute much to shape the culture. Most of them are only short-term real-time tracking of consumers, that is: the consumer products today is my idea of ​​culture to create points. They rarely care about tomorrow's consumers, who, where the future market,You are not allowed to view links. Register or Login, not to concerned about the cultural products of the brand can generate long-term shape.

■ efforts and attempt to break the status quo created by the Millennium

liquor culture is reflected in the following aspects: First, drink the manner, place, object; the second is the process of drinking; three people who are drinking. The creation of the current culture of alcohol described above draws on many elements, one of which is the relationship between people and alcohol, such as: , such as: The other is trying to explain the product quality history or tradition of wine, so that consumers feel it is, with its ancient history and culture products, such as: There is also a class of products is the use of many modern stories and some heavy plot to create a new local wine culture, such as:

These creations are from the brand on us that makes us feel their cultural existence. The modern consumer, when you give him an idea, he would go to the interpretation of self-interpretation of the brand product results. For example, we talked about people who use alcohol to create a People of ancient wine variety, wine tasting of people based on their line, drink line to comment on algae and wind wine will be people divided into upper, middle and lower third, and so they may be classified within the so-called third-Nine, the such as evil, Which is divided into upper, and However, our business is to be cast aside by history as its own brand under the name of low-grade, it can be said is a bold attempt, the reason may be that today's consumers will be re-recognized and accepted by a new wine bar culture.

culture in shaping the brand, many companies are doing their own efforts and try, but often the starting point for understanding how to make quick and rapid consumer acceptance, so the wind Searching for Dish. The more low class will have a high degree of attention more and trigger associations and selling, thus making the wine and Pop Culture closely together, you use the native language, I use the concept of Jin Yong's novels; you use the civilian marketplace, and I with the emperor; you three hundred years of well water, I use a thousand years old cellar. Commercial mode of operation to Millennium cultural accumulation faded, replaced by a new, more market color with white wine culture.

■ Liquor Culture future

liquor market from the current point of view, we can almost see from the name of the company's efforts in shaping the culture liquor, but wine culture in the future should not be just stay on this level only. Young people talked about when talking about wine in the wine road and wine wine gift: to drink brandy, whiskey occasions, manner, wine and objects; product Vodka, Tequila time, the taste; even red, How to view its dry white color, smell the taste, quality way of its interpretation of Hong mood. This phenomenon can not attributed to the spread of foreign wine culture, but today the lack of wine culture, but also exacerbated the culture of wine and learn to follow blindly. All this together makes the most of the wine consumer market, the state of emotional: drink red wine with a beer mug against the Sprite, a big mouth bar booze whiskey, regardless of settings, regardless of the conditions in wine and song and so on.

In fact, China's ancient culture of communication and the creation of liquor has reached a high level, presence or absence of life and death changes everything has its Yi Jie the The new wine on the market today is today's wine culture channel. Ancient Wine Road Requirements dealers in the creation of the market, ask for such a state is certainly unrealistic. Printed on the packaging of cigarettes,

old saying nationals in the overall premise of upgrading the standard of living. I believe the near future, China's ancient idea of ​​a be reflected in the life.