Why can Jiang become a man of the hour in the liquor market, with a 40-fold increase in income, making traditional liquor brands feel ashamed?

Jiang is a young and competitive brand founded by Tao Shiquan on 20 12. This is enough to prove that Jiang, a rising star, has its unique brand charm.

At first, Tao Shiquan positioned Jiang as "the brand of young liquor for new youth", in order to seize young people as the mainstream consumer group of liquor and avoid the edge of old liquor. The brand has the characteristics of "rebellion" since its establishment, which coincides with the desires and emotions of most young people at present.

Emotional copywriting such as "I drank everyone down just to whisper to you" made Jiang famous among young people at once, and it happened to be born in an era of great development of network information with explosive growth in topics and traffic. At the same time, the unique copywriting design and brand development made Jiang a leader in the liquor market at that time.

But back to reality, Jiang doesn't seem to be as successful as we thought, and his performance has not been transparent to the outside world. I believe his market share is not outstanding, which is not only related to his relatively low price, but also related to his poor product experience. Jiang's biggest pain point is that products can't keep up with word of mouth.

It is not difficult to see that Jiang's marketing model seems to be very successful, but the actual conversion rate is not ideal. The reason is that it is difficult to capture users through products and make users loyal to this brand. Most users' experience is buying feelings rather than products.

In fact, Jiang's growth model is similar to that of internet celebrities in the Internet age. After attracting people's attention with topicality, attract people's attention. However, it takes real skill to retain the audience. If you don't have the ability, you will soon be forgotten, and people with the ability will be more and more recognized.

Selling feelings can make a brand popular for a while, but it will not make a brand immortal. In recent years, Jiang has gradually increased brand investment and increased exposure through film and television and various offline activities. This kind of investment is undoubtedly not small, but it is far less important than the outbreak of an industry. Therefore, Jiang still has a long way to go.

To sum up three sentences: First, we should make a breakthrough in products. Since it is necessary to have unique product advantages to be a big market for young people, why should we follow the definition of traditional liquor? Second, there should be a permanent industry explosion point, similar to Alipay's search for koi fish, to help young people realize some ideals that are divorced from life and increase users' stickiness. The third is to cultivate the loyalty of users. This positioning need not be so high-end, but it is necessary for users to form a kind of cognition that it is difficult to express certain emotions in a certain scene without drinking Jiang. For example, Jiang's special edition "Drinking the strongest wine to pay homage to the purest love", Jiang's friendship daily edition "Feelings don't fall, a thousand cups don't run" and Jiang's dream edition "It's good to escape from life" can help users realize some dreams anyway.

Remarks: Mr. Jiang Xiaobai failed to hire me.

Really know how to drink white wine. . Who drinks ginger? . . It's a copywriting company. . Plus all kinds of drinks in the Tik Tok video. . Young people have been taken in. . It smells of alcohol. .

It caters to the young people's psychology of pretending to be forced, and the propaganda copy and packaging of the model are relatively moderate, which is another matter. It should be said that it is showstopper in the low-end liquor market, and the high-end market has little influence.

Look at the problem through the phenomenon to see the essence.

It means that the income has increased by 70 times, but it does not mean that the profit has increased by 70 times.

This traditional liquor industry does not mean that you can rely on the concept of the Internet or develop by advertising on the Internet.

What you need are offline agents and dealers at all levels to help you distribute goods and sell products.

In most cities, the reason why a new liquor brand can enter this city is not that the marketing ability of this liquor brand is very strong, nor that your liquor is very good. All kinds of liquor brands below pure high-end liquor are for the general public. The taste gap is not that big.

For a liquor brand, or for a new product, it is enough to give dealers enough rebates, enough profits and enough protection. What do you mean by full protection? For example, how long has it been since I sold the goods, so how can this manufacturer recycle them? How to settle accounts. In many large supermarkets, when the shelf life of some products reaches 50%, all products are required to be returned to dealers.

Therefore, how much the income of a liquor brand has increased, its profit may not necessarily increase that much. It may even be a loss.

Instead of positioning a brand as an online celebrity brand, it is better to position it as an eye-catching brand.

More precisely, it should be called capital brand. Speculator. For capital, as long as it is under the cover of round after round of beautiful statements. Completed the withdrawal of triple capital and capital. We will finish the task.

Therefore, this liquor brand must have a strong dealer network. This also proves that in the core management, there is a person who is very experienced and connected in the traditional distribution industry. At the same time, there is another person who is good at Internet media marketing and is planning. Of course, there are a group of capitalists who want to make money.

At the same time, although we have seen his problems. But we must learn something in this process. When you look at a problem, you really don't just look at the surface. If you want to build a brand, or argue with one thing, it's not that you only have money, I only have ideas, and you must really understand this industry. There is a real connection. The real foundation can be done. Just like a few years ago, I wanted to get financing as soon as I had an idea, or someone was willing to use this idea to give financing. This is a very stupid thing to do. Enterprises only develop continuously in their own professional fields. Vertical or horizontal development. Other things can develop enterprises, instead of jumping around and relying on ideas.

In the short term, there is indeed a tendency to stir up the market. But the pros and cons are separate. Jiang's marketing model is waiting for me to elaborate: @ jingjingjingjingjing.

Jiang: The successful planning and marketing have firmly grasped all kinds of popular factors at present. This product is aimed at young people. Pricing is also a wine that college students can buy. Make full use of the opportunity to come to Tik Tok.

We-Media

network

And other means. Vigorously develop potential channels

Small restaurant. Fast food restaurant. Online celebrity restaurant. Small supermarkets and other fixed consumption places suitable for young people. The media has produced various fancy drinking methods.

It is necessary to use the calm heart of young people to spread quickly on the Internet. Be a mass brand instead of a high-end brand. Word of mouth from the media. If we want to maintain the market, we will inevitably carry out transformation.

Whether ginger can keep the brand for a long time is the key. As for why the inevitable transformation is the disadvantage I will talk about later.

Disadvantages: Wine is a cultural deposit, which is the inheritance of China wine cellar art. As the saying goes, wine is not afraid of the depth of the alley.

The characteristic culture of products is Jiang's shortcoming. Frankly speaking, with the gradual maturity of young people and the improvement of their economic level, they will begin to turn to high-end cognitive brands, such as Fenjiu Maotai Wuliangye. In addition, more Jiang imitators have joined the platform from online media.

Jiang's popularity advantage will become a thing of the past. China takes the family as the unit, and occasions such as family gatherings on holidays are places for the inheritance of wine culture.

Good wine handed down by elders is a classic brand cultivated from generation to generation. When ginger can put the new year's eve dinner products on the dining table of most elderly people, it can be regarded as a successful turnaround.

Having said that, I will share with you a recipe of ginger cocktail to cope with the fashion trend.

Ginger 30 ml

5 ml of red wine

Sprite 70 ml

Blueberry jam

Half spoon

Ice cubes. several

In order: jam. Ice cubes. Jiang Xuebi. red wine

It tastes super cool. It's boring See the goddess. It is your routine to take the deepest road. Ha ha laugh

All right. If you like it, give it a compliment. Thank you.

1 The price positioning is accurate, and it is 18 yuan.

2 accurate age positioning, young.

3 Accurate alcohol location.

Jiang's success is inseparable from the pursuit of the younger generation. To put it bluntly, the most competitive market now is the young market. If what young people buy is not much different in taste, taste and quality, they will still give priority to what they like. The main theme of ginger is emotion. Nowadays, young people are under great pressure. Many of Jiang's words will make people feel the same way, and they will naturally sell more.

When new wine comes on the market, people will have a sense of curiosity. A gust of wind can't make wine work, and it won't last long.

Never had it, never heard of it.

Jiang is the name of the protagonist in an animation.