Quotations from Jiang

First, if you can't be the first in a category, create a category and become the first.

Just as Yanghe Blue Classic initiated the difference of "soft" liquor categories, and strengthened this difference through packaging and publicity, and finally formed a consumption fashion, "I am Jiang" actively avoided the fierce competition of "Red Sea" category and created a "blue ocean" category for the post-80 s consumer market segment. Based on accurate positioning and clever marketing, we can even predict that "I am Jiang" will eventually trigger a new consumption trend. Due to the first-Mover advantage, Jiang has become a pioneer in this market segment.

With the post-80s consumer groups gradually becoming the mainstream force in society, the size of the consumer groups in this market segment is not small, and it will be even bigger in the future. It can be predicted that with the success of "Jiang", many wine enterprises will intervene in this market and try to share a piece of it. Therefore, establishing the entry threshold from multiple levels and consolidating the first-Mover advantage will become the next problem that Jiang has to consider.

Second, stones from other mountains can attack jade, and cross-border learning is productivity.

Different consumer groups and different market positioning will inevitably adopt matching packaging design. As a youth, simplicity, individuality and even self-deprecating diaosi cultural complex and literary youth complex, "Jiang" naturally draws a clear line with those red and gold colors and traditional image design. The packaging design of "Jiang" is inspired by the mobile phone industry: different from the traditional pure or ceramic or crystal wine packaging, there is a bottle cap similar to the mobile phone protective shell outside the frosted "Jiang" wine bottle, which can bring forth the new with different patterns and "small white quotations" at any time, keeping pace with the times, not only highlighting the personality, but also easily expressing the unique connotation of "Jiang", which is actually with consumers.

Third, "Jiang" sells not wine, but an attitude towards life.

"Jiang" team is not a wine company in the traditional sense, but a marketing company. "Jiang" sells not wine, but an attitude towards life. This is a very important positioning, but also a very smart positioning. Without a long history, rich culture and well-known brands, these seemingly inferior factors have become advantages here: nothing, and naturally no burden. This determines that the marketing of "Jiang" brand can not take the "ordinary road", and "Jiang" once again made the right choice: socialized marketing with the help of new media.

Today, Weibo and WeChat have become the standard of post-80s netizens' online life. Marketing through Weibo and WeChat has the advantages of low cost, wide spread and quick effect. The essence of Weibo's marketing lies in topic marketing, and the essence of topic marketing lies in arousing hot discussion and interaction among netizens. The "Jiang" team shaped the brand into a typical image of the post-80s youth through personification, expressed a true and simple attitude towards life through various network hot events and various online popular elements, sometimes selling cute, sometimes laughing at themselves, and did not forget to deliver positive energy at critical moments, which could quite arouse the hot discussion of the target audience and form a topic to realize multiple forwarding.

It is worth noting that topic marketing is a double-edged sword. If you dance well, you may get hurt. Choosing a topic and controlling your participation is definitely an art.

Fourth, improve user loyalty through interaction and communication.

Close communication with consumers and interaction with a wider range of potential consumers are another remarkable feature that distinguishes Jiang from traditional liquor brands, which determines that Jiang is more likely to attract users, improve user loyalty and eventually form an influential "fan circle". Looking at the existing liquor brands in the market, whether they are high-end or low-end, whether they are consumed by the government, enterprises or the general public, almost all brands are talking to themselves and conveying their positioning, culture and selling points to consumers in one direction. These brands always intentionally or unintentionally refuse to communicate with consumers, thus widening the distance with consumers, so it is difficult to form a high loyal fan base.

Although the interactive marketing of "I am Jiang" brand from consumer to consumer may not be suitable for all brands, "interacting with consumers to improve user loyalty" is still a very valuable experience. I remember someone in Weibo said that the biggest sorrow of a brand is that when you have problems, no consumers stand with you. 20 12 when there are various crises in the liquor industry and brands, what we see is more of a wall.

Apart from the "tragic" scene that everyone contributed, the industry media and stakeholders stood up to speak for the liquor industry or brand, and most ordinary consumers chose the wait-and-see attitude of "believe it or not".

Fifth, different media have different influences.

From the marketing track of "I am Jiang", we can find that it is Jiang's mastery of network marketing and topic marketing that can attract the extensive attention of the industry and consumers at low cost in just one year, greatly shortening the cultivation period of new products of traditional food and beverage for more than three years.

Without the limitation of time and space, marketing through online carriers can attract more and wider participants, so its influence is far greater than that of traditional carriers such as print advertisements. Some people say that the wine industry is a very "traditional" industry, and this "definition" is not only reflected in the wine product process itself, but also in the marketing model and communication carrier that wine enterprises rely on-wine enterprises seem to prefer traditional media such as TV advertisements and outdoor advertisements, and have always been insensitive or even exclusive to online advertisements and online marketing. However, it is this conservative and passive attitude towards online media that leads to the lag of marketing thinking and the passive handling of public relations crisis.

Fortunately, more and more wine companies are aware of this and actively "make up lessons".

Sixth, the concept is only the starting point, and the product is the real core.

The success of a brand can not be separated from sustained and effective marketing promotion, but also from the quality of the product itself and good consumer experience. Aiming at the "Jiang" of post-80 s consumer groups to locate fashion consumption is not only to create topics and hype concepts. It is understood that the R&D team has done a lot of research and development work for the product itself. In order to meet the taste needs of young consumers, "ginger" tends to be pure, soft and a little sweet in taste. It is said that "Jiang" has 65,438+008 fashionable drinking methods, which can be added with ice cubes, iced black tea, green tea and red bull, and even used as the base wine of cocktails, which traditional liquor can't do.

In short, if a new brand wants to succeed, marketing is the key and product is the core. Only by unique and accurate positioning and developing differentiated products with good consumer experience can enterprises and brands stand out.

"I am Jiang" has just started broadcasting, and various topics about it will certainly continue to be the focus of attention in the industry. We believe that an enterprise that dares to innovate, practice and keep learning will go further and be more stable. We also hope that "I am Jiang" can become the "millet mobile phone" of the wine industry and successfully realize the counterattack of diaosi!