In urgent need of debate materials - good wine is not afraid of deep alleys

1. A brief discussion on "The aroma of wine is not afraid of the depth of the alley"

"The aroma of wine is not afraid of the depth of the alley" is a folk saying that has been passed down for thousands of years and has Chinese characteristics. This means that if the wine is made well, even in a deep alley, there will be people who smell the aroma and taste it and come to taste it. Once the old cellar is opened, the wine drinker will not be shy because of the deep alley, and will eventually find it. The meaning of this proverb is extended to the fact that if something or a product is of good quality, even if it is not advertised or difficult to find, consumers will know it and consciously use their personal initiative to find it. .

This sentence has now become a controversial marketing term. Some people believe that this proverb is still very valuable in today's society. For thousands of years, China's wine culture has a long history. People are well aware of the wine-making process and raw materials, as well as the type, quality and taste of wine. There is no need to taste a jar of fine wine. As long as you open the lid of the jar, you can feel its unique fragrance within ten miles. Therefore, the excellent quality of the product itself is advertising and publicity. At present, false advertisements are everywhere in real life. Merchants abuse flattering words and exaggerate the performance, quality and efficacy of the goods promoted in advertisements to trick consumers into buying. Therefore, it is worth thinking about whether advertising can fully convey information and whether it infringes on consumers' right to know. "The aroma of wine is not afraid of the depth of the alley" points out that the quality of the product is the key. Advertisements that are not worthy of the name can only stimulate the public's attention and make people bored. The quality of the product is the best advertisement. "The aroma of wine is not afraid of the depth of the alley." For individuals, as long as they strengthen their self-cultivation and improve their overall quality, they will stand out and shine no matter where they are. For an enterprise that emphasizes quality, integrity, abides by laws and regulations, and constantly innovates, it can always be at the forefront of the industry, and of course more consumers will come here. Therefore, the quality of the product is an internal factor and a decisive factor, while advertising is only an external factor and is secondary.

However, I think "the fragrance of wine is also afraid of the depth of the alley". Although "the fragrance of wine is not afraid of the depth of the alley" is a well-known saying, in today's society, this sentence may not be so applicable. No matter how good the quality of the product is, in today's market economy, there will be no way out without publicity. Famous wines such as Moutai, Wuliangye, and Jiannanchun are actively advertising themselves. Under the conditions of market economy, the quality of goods is of course very important, but the external packaging and publicity cannot be ignored. The quality of packaging and the degree of publicity are directly related to the fate of the goods. Take Nike, for example, its success relies largely on the promotional role of advertising. Therefore, even "wine aroma" needs packaging and publicity. This is not a question of the depth of the alley, but where the alley is. Good wine requires a nose to discover the aroma of the wine, but we cannot passively wait for an accidental passerby to discover it. What we have to do is to push the good wine within the effective sniffing range of the nose. "The aroma of wine is not afraid of the depth of the alley" only emphasizes the quality of the product. This concept originated in the traditional old society. From the perspective of modern development, this sentence lacks the concept of efficiency and competition. Although "the fragrance of wine is not afraid of the depth of the alley", the ultimate goal is to let as many people as possible know and buy such a good wine as quickly as possible. Only with sufficient publicity and promotion can we take the initiative to occupy the market and be in a favorable position in the fierce market competition. Therefore, even if the quality of the product is very good, it still needs advertising and publicity. In the rapidly developing information society, only by proactively displaying your products will you be noticed by the society and the public. Of course, publicity and advertising must be based on the excellent quality of the product.

Nowadays, people often compare "good wine" to talents, but talents also need Bole's discovery. But throughout the ages, how many people have truly known the "Thousand-Li Horse"? It still needs to be self-packaged and self-promoted. Even though they have real abilities and excellence, they still use their wisdom to make themselves better and more prominent in front of their peers, gain the trust of others, and be reused by others. Take the story of Mao Sui's self-recommendation as an example. This story can be said to be a household name, known to all women and children. Mao Sui's spirit of daring to recommend himself and bravely relieving national disasters has been passed down to this day, which is admirable. The reason why Mao Sui was able to "use a three-inch tongue and be stronger than a million teachers" and become famous and successful was inseparable from two conditions. One was Mao Sui's courage to recommend himself, and the other was Mao Sui's own talent. At that time, Zhao's life and death depended on Hezong. When the army approached the city and disaster struck, the three thousand diners who usually lived in fine clothes and fine food at Pingyuan Jun's gate were silent and helpless.

Mao Sui stepped forward, argued hard, and finally convinced Pingyuan Jun, and was able to "get the winnings" and "stand out." Throughout the ages, there are many examples of talented people going nowhere. Lu You has great ambitions and looks north to the Central Plains, but he has nothing to do but sighs;

Think about it carefully, in today’s highly competitive society, can you really be recognized by others if you have talent? In addition to mastering solid professional skills, it is more important to improve communication skills. Just imagine, if a person does not strive for opportunities, or even has a closed personality, no matter how high his professional level is, no one will appreciate him or receive recognition. Therefore, even "old wine" can easily be buried and forgotten if it is in a deep alley. So it is said that "the fragrance of wine is also afraid of the depth of the alley"! 2. A brief discussion on "The aroma of wine is not afraid of the depth of the alley" Text/Qian Mige "The aroma of wine is not afraid of the depth of the alley", this is a common saying, but in today's society, this sentence should be a lie. Most of the good wine is deliberately deliberately used. Self-packaging and marketing. Comparing wine to talents, people will definitely think of Bole when talking about talents. Throughout the ages, how many people can truly recognize a thousand-mile horse? It’s not about self-packaging and self-promotion subconsciously. Of course, the reason why they can call themselves "Qianlima" is because they believe that they are talents and have real abilities and excellence. They use their wisdom to make themselves better in front of their peers, so that they can be trusted by others and be reused by others. Borrowing ancient metaphors to the present, such as "Three Visits to the Thatched Cottage", "Jiang Taigong Fishing" and "Mao Sui Recommends Himself" in "The Romance of the Three Kingdoms"... Tasting the true taste, I suddenly realized: Is the aroma of wine really so good that I am not afraid of the deep alley? If we want to compare wine to a product in daily life, the same is true. Isn’t it also through media promotion, packaging, friends’ introduction, etc. to improve product sales, product performance and brand awareness? Even if the price, quality, and style of your product are very good compared with your peers, it can reach the top level, and it is of high quality and low price, but if there is no external publicity, how many people will know about this high quality and low price? With the ever-changing rhythm of the market, new brands are constantly occupying the market, as long as you turn on the TV, enter the shopping mall, and enter the tourist attractions. Slogans and products in advertisements can be seen everywhere. In order to create slogans, these companies and manufacturers have used consumers' psychology to make tempting publicity, such as: "Buy one, get one free", "Spend 1,000 yuan and get a beautiful gift", "Celebrate... 40% off holiday discount” etc. These publicity is the "means" of corporate manufacturers, a "means" that consumers are willing to accept. Are your high-quality and low-priced products just waiting to be snapped up? Do you believe that it is true that "you will never be afraid of a dark alley if you drink too much"? While we were waiting, the products of other companies and manufacturers had already entered the daily life market and occupied the hearts of consumers. At first, consumers changed from a trial attitude to a recognized acceptance, and then they promoted it to their relatives and friends through words. In the end, everyone had no doubt that they were together. Resources are shared. With the development trend of such businesses, you have to carefully design from beginning to end to launch your product into the market. Don’t you think it’s a waste of time? If you want to regard yourself as a deep alley wine, how should you package and promote yourself? If you already have this idea in your mind, how can you turn it into action and achieve the goal in your mind? First of all, you should use any means, overt or covert, to understand the business (in business: if you are not in your position, you will not seek its own policies, but now you must seek its own policies in your position). Is this business retailing, wholesaling, or importing and exporting abroad? If you have determined the business method of the business, then you need to be careful. You must ensure that the aroma of the wine remains unchanged, the supply of wine is sufficient, the service is good, and the sales volume must be stable to have repeat customers. Otherwise, why would you come here? Pay for the brewing expenses? Are you guaranteed to make continuous progress in your technology and become a sustainable development path? The aroma of the wine remains unchanged, so you should try it at any time and check whether the ingredients have expired or are insufficient and need to be replenished. Then you have to be more diligent and careful and don't mix the ingredients. If you mix the ingredients, you will suffer losses. If you want to improve the taste of wine, then you have to stop making progress and dive into life to see which flavors are suitable for people who love drinking, so that it can be suitable for both young and old, and open up a larger market. Once you enter the market, don’t forget to register, because piracy is now so efficient that it’s hard to guard against it! When it comes to the last topic, there are many comments about how to stabilize customers and keep them coming back. Well...it's a bit in-depth. To secure customers and keep them coming back not only requires guaranteeing the wine, but also requires working hard on interpersonal relationships and service. In interpersonal communication, you must have a good attitude, a broad mind, and connections in your own circle.

These are not something you can do just by being taught by others. You need to have perseverance in your heart, and you have to rely on your own continuous exploration and accumulation over time to understand. Sometimes victory often comes from accidents, so you should have a normal mind about victory or defeat. I firmly believe that these eight words "There are mountains beyond the mountains, and there is a sky beyond the sky" apply to everyone. Regarding service, we all know that good service will gain more and more advantages. This also proves the credibility of enterprise manufacturers from the negative side? Don't let us have to worry about when the TV at home can be watched in the midst of our busy lives and work. We hope that professional TV repairers can solve the fault problem with just a phone call. If you ask me what the after-sales service of wine is, I can tell you, remember it! If the wine cannot be sold, you can drink it yourself, or you can give it to relatives and friends as a token of your appreciation. The last way is to make the wine more fragrant as it ages. Naturally, the wine will become valuable over time. Isn't it? Haha... wine is still a good thing!? 3. As the saying goes, things that have existed for such a long time must be spreadable. As the saying goes: "The aroma of wine does not fear the depth of the alley", which means that if the wine is well-made, even in a very deep alley, people will smell the aroma and know the taste and come to taste it. Once the wine is spread far and wide, it must really attract drinkers ( Consumers), so that they will not be deterred by the deep alley, we need to put a lot of effort into brewing.

4. The majority of consumers are most concerned about the high quality and low price of the product: that is, the quality of the product. And the price of the product. However, there are two disadvantages to the advertising produced by manufacturers: (1) The comprehensive power of manufacturers (especially financial resources) is limited and is a certain constant (2) Even the cost of advertising production is recorded. The cost of imported products needs to be paid by consumers. According to statistics, the cost of advertising is as high as 70% in records and cosmetics.

5. Whether advertising can fully convey information? Is it comprehensive? Does it violate the right of public consumption to know? At present, false advertising is everywhere in real life. They abuse flattery and trick consumers into overestimating the performance, quality and efficacy of the products advertised. . 6. Shanxi Fenjiu (600809) announced its 2004 semi-annual report: net profit was 51.2883 million yuan, a year-on-year increase of 123.31%, earnings per share was 0.119 yuan, and the return on net assets was 6.05%. It is not planned to be distributed or converted into capital.

Commentary: The earliest marketing method of Chinese liquor is "Good liquor is not afraid of deep alleys", and the fragrance can be spread far and wide without advertising. Shanxi Fenjiu's Fenjiu has been selected as the national famous liquor in four national wine evaluation conferences since 1952. Of course it is. good wine; and it adopts a low-cost marketing strategy - in the first half of 2004, the company's expenditure on corporate image promotion decreased, resulting in a 28% reduction in operating expenses, and its cash flow statement expenditures of "advertising expenses, business promotion expenses and publicity and planning expenses” totaled only 14.73 million yuan, which is quite low. So what is the marketing effect of Shanxi Fenjiu? In the first half of 2004, its main business income only increased by 26%. The increase in gross profit margin and the decrease in expenses made the net profit A year-on-year increase of 123% proves that "good wine is not afraid of deep alleys" and is worthy of reference by other liquor manufacturers.