Experience marketing, health wine winning weapon
After years of development, in 2012 sales revenue exceeded 5 billion; with the strong rise of wine and yedaolugui alcohol, Zhang Yusan whip wine, bamboo green, Ningxia red health care industry for many years, the brand gradually creeping toward the country, the overall size of the health wine industry has reached 13 billion, but this figure is only 3% of the overall size of the liquor 370 billion industries, 800 billion liquor industry scale of 1.6%, is a comedy class.
However, due to the liquor with natural health, a lot of homemade wine, health wine consumer “ self production ” part of the immeasurable, so although the health wine industry market size in front of a huge liquor market inferior by comparison, but the potential consumer demand remains to be mining firms, this is a big market far beyond the imagination the.
Not long ago, and the king of several real estate consulting industry investment clients, in the real estate market for small and medium real estate business crowding out effect, real estate practitioners have begun to seek funds for export. In urgent need of funds to a manufacturer of health wine to customers and Jun have been contacted, the two sides hit it off on the spot to determine the investment intention. And this is just a microcosm of unlimited opportunities for the field of health wine gradually rose. We can glimpse of health wine is facing a more vibrant industry opportunities.
For the future development of the industry, from the industry point of view, the current health care industry is in the early stages of the industry, the industry continues to rise. In the rising stage of the enterprise, the test is the ability of product research and development, channel development and management capabilities. In recent years, health wine enterprises rely on the innovation of products and channels to obtain ultra speed development of
Fresh wine before and after 2000 by “ Chinese health wine brand ” positioning to achieve the goal of rapid growth, 125ml through product innovation and instant food channel innovation, and importing the depth marketing idea, set aside “ sea tactical ” and the cost leadership mode of development, to seek the integration of &rdquo “ firm operation;. As for businesses, manufacturers camp pin, manufacturers separation depth marketing concept. This is the reform of the marketing mode of wine in product innovation and innovation on the basis of the channel. Its essence is to shorten the distance between consumers and products, consumers can get product experience anytime, anywhere.
The development of yedaolugui alcohol, the source for Chinese wine and wine focusing of instant food channels is different, Coconut Island focused &ldquo gift ”; product innovation and innovative health care products on the channel. The marketing mode itself in Coconut Island through cooperation and consultation company into the depth distribution concept, but in effect, the depth distribution of the introduction of results is not successful, have a great relationship with the characteristics of dislocation and terminal products Yedao consumer experience.
But Shi Yuzhu “ gold wine ” the product localization of &ldquo catch up from behind, gifts; ” terminal channels, attaches great importance to the consumer experience, experiential marketing strategy of a series of product design, advertising design, brand communication, terminal packaging, then surgery guidance, post purchase return column, but also attaches great importance to the seasonal promotional gifts channels, allowing consumers to purchase every holiday gifts of wine, gold always reminds me of &ldquo &rdquo to send their elders;. Through accurate understanding of the spread of human needs to fully meet the positioning of the emotional experience of consumers.
Whether fresh wine, Coconut Island emphasizes channel innovation, or gold wine emphasizes mass advertising, consumer and health wine attributes are inseparable, are based on “ health experience ” marketing innovation under the nature of the industry, no matter how patterns, all cannot do without a word & mdash; — “ experience ”. Although it is not the experience marketing of health wine industry only, but it is the optimal choice of health wine enterprises, Moutai brewery chairman Ji Keliang said, “ health wine marketing, always cannot do without the consumer experience.
Health wine marketing experience of
The so-called experiential marketing, should be based on the enterprise as a platform to commodity as the carrier, surrounded by consumers, create a higher value than consumers expect.
Based only on the communication and interaction between enterprises and consumers constitute valuable on the creation of human care and consumer personality value of the channel service, so that consumers can feel through personal experience of enterprise atmosphere, so that consumers of the brand construction of decisive letter read.
For health wine, should be based on the nature of the essence of the consumption of health wine, traction consumer scene, through the design of the channel model, the creation of health wine experience marketing model. Thus, the service and the product are continuously introduced into the model scene, forming a positive cycle, as a self rotating flywheel is formed.
In my opinion, the experience of health wine marketing has two value chain: logistics chain and information chain.
Logistics chain: — — channel links (distributors, terminal operators) — —
Information chain: brand information — — media (TV, Internet, word of mouth) — —
On the basis of the two value chain of each link should be closely following experience marketing activities: product design experience, experience, experience, ceremony scene service experience, knowledge and emotional experience (Figure 2).