How does naked bottle small liquor operate the market?

The market promotion strategy of naked bottle small liquor operation refers to the integration of various sales promotion forms or means, including the operation of various promotion forms and public relations, etc. The essence of promotion is the communication of information and ideas between businesses and customers. Enterprises must convey the message that the right products are sold in the right place at the right price to the target market and persuade customers to buy.

In terms of promotional activities, Red Star has made bold innovations and launched blue bottle tasting experience activities. This is a pioneering initiative in the liquor industry and creates a new consumption experience model. The locations of the promotional activities are mainly selected at 50 large supermarkets with great influence and customer flow in Beijing, and extensive publicity is carried out targeting young consumer groups. At the same time, we also developed creative promotional gifts, such as Blue Bottle lighters, Blue Bottle keychains, etc. Following the principle of "both practicality and innovation, quality and cost", we launched the "first battle" for the Blue Bottle series to be launched, and also led the way. The trend of low-end product innovation in the Erguotou category.

Based on the characteristics of the Blue Bottle series, Red Star designed the classic advertising slogan "Red Star Blue Bottle Erguotou, beyond the classic and a bit softer". Among them, "beyond classic" is an upgrade of traditional quality; "a little soft" is in line with consumers' upgrading and elegant trend needs, and directly points out the difference and value of the product, which not only reflects the product attributes, but also integrates the product taste. After consumers receive the advertising slogan, they highly recognize it and are deeply impressed by the product, with an enhanced sense of experience. In terms of the communication of Blue Bottle, Red Star uses a full range of integrated communication methods, focusing resources on television, radio, newspapers, subway light boxes, car bodies, magazines, etc. For example, advertisements were continuously placed on Beijing Satellite TV's Red Star Theater and other columns for half a year, on Beijing Traffic Channel and News Channel for one year, and large-scale car body advertising was carried out in urban Beijing, making the Blue Bottle series popular in the market in the early stages of its launch. The atmosphere is rich and well-known to consumers, and a strong brand effect has been established in a short period of time.

However, Jiangxiaobai is different from traditional wineries that focus on TV advertising. From the beginning, Jiangxiaobai was very familiar with social marketing tools such as Internet community forums and Weibo, and adopted a combination of online and offline methods. That is, "O2O marketing" for brand promotion. Jiang Xiaobai’s quotations played an important role in the entire marketing campaign. Online, the humorous slogan was called "Jiang Xiaobai Ti", which had a viral effect. Netizens even organized voluntary participation in the creation of "Jiang Xiaobai Ti". Offline, when the product was first launched, it chose subway advertisements that were most frequently encountered by urban white-collar workers and covered the largest number of people. They also won the recognition of consumers through quotation-style advertisements.

Currently, Weibo is Jiang Xiaobai’s main communication platform, and his official Sina Weibo has gathered more than 80,000 fans. The drinking activities carried out under various names have also gathered countless popularity for Jiang Xiaobai. "The key point of gift drinks is that they must be sent to their work address, not their home address. Because when they open the gift box at work, other people will definitely see it, which may attract attention and attract other people to try to buy." This is Jiang Xiaobai’s brilliance in giving away drinks