Quotations from Jiang

First, if you can't be the first in a certain category, create a category and then 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 expect that I am Jiang will eventually trigger a new consumption trend. Due to the first-Mover advantage, Jiang became the first in this market segment.

With the post-80s consumer groups gradually becoming the mainstream force in the 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 companies will intervene in this market and try to share a piece of it. Therefore, setting up 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, personality and even self-deprecating diaosi cultural complex and literary youth complex, "Jiang" naturally has to draw 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 a mobile phone protective shell outside the frosted "Jiang" bottle body, which can bring forth new ideas at any time and keep pace with the times, with different patterns and "small white quotations", which not only shows the personality, but also easily expresses the unique connotation of "Jiang" and is really 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, heavy culture and well-known brands, these seemingly inferior factors have become advantages here in Jiang: nothing, 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.

Nowadays, 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 the abuse and interaction of netizens. "Jiang" team shaped the brand into a typical image of the post-80s youth through personification, and expressed a true and simple attitude towards life through various network hot events and various online popular elements, sometimes selling cute and sometimes laughing at themselves, and did not forget to deliver positive energy at critical moments, which could quite arouse the buzz 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, enhance user loyalty through interaction and communication.

Close communication with consumers and interaction with a wider range of potential consumers is another remarkable feature that distinguishes Jiang from traditional liquor brands, and this feature 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 own 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 highly 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 and improving 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. In 20 12 years, when there were various crises in liquor industry and brands, we saw more of a wall.

In addition to the "tragic" scene pushed by everyone, 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, it can be found that it is Jiang's deep understanding of network marketing and topic marketing that can attract wide attention from the industry and consumers at low cost in just one year, greatly shortening the cultivation period of new products of traditional catering 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 are actively "making up classes".

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. Jiang, which is aimed at the post-80s consumer groups to locate fashion consumption, is not only to create a topic, but also to hype the concept. 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, Jiang tends to be pure, soft and slightly sweet in taste. It is said that "Jiang" has 108 fashionable drinking methods, which can be added with ice, iced black tea, green tea, 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 definitely 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 "Xiaomi mobile phone" in the wine industry and successfully achieve the counterattack!