Two years of brand promotion costs of not less than 800 million, realistic?
Text | Selling the drunkard team
| Yu Xiaomei
After the announcement of "600 billion yuan of market value in ten years and 60 billion yuan of original shares", another new deal for Guizhou Qingjiu came.
This time, it is no longer a large amount of hundreds of billions, tens of billions, which makes people feel dizzy when they look at it, but just a description of 800 million.
Zhu Wei believes that the 800 million yuan of publicity expenses is a "super dragon slaying knife" given to Guizhou Qingjiu!
On November 21, Zhu Wei "doubled" once again released the "Guizhou Green Wine New Deal Seven" through today's headline personal account. As expected, "double-headed" is a surprising speech.
In the New Deal Seven, Zhu Wei said that Guizhou Green Wine plans to invest no less than 800 million yuan in brand promotion in the next two years!
By carefully studying the specific content of the "Guizhou Green Wine New Deal SEVEN", it can be found that Zhu Wei's personal view is that "it is not enough to brew the wine well, but it is really good to have brand publicity in place." ”
Good wine is also afraid of deep alleys - grain wine + zero additive + real vintage + famous wine enterprise winemaking process, our product quality is good enough, can withstand the test of any market and time. However, whether it is Guizhou alcohol, or Zhijiang, or green wine, good wine is also afraid of deep alleys!
Moutai also has to rely on propaganda - in the era of market economy, it is obviously not enough to have good wine, but also to open up the way and marketing explosion, even with the quality of Moutai, before 2005, how many of you bought it and drank it tout him, at that time you were superstitious about Wuliangye.
Based on the above two points, Zhu Wei concluded that "when Guizhou Qingjiu is about to return to the king, in addition to giving him a strong internal support of 120 points standard and true vintage quality, we also decided to give him a super dragon slaying knife: 800 million advertising." ”
In summary, Zhu Wei's logic should be: the real vintage and high quality are the internal driving force of Guizhou green wine, and the advertising cost of 800 million yuan is the external driving force of Guizhou green wine. Therefore, under the combination of internal and external forces, Guizhou Green Wine should be able to achieve the return of the king more smoothly.
In this regard, some insiders said that Zhu Weiqi people "heavy marketing, will marketing", he put marketing and quality at the same height is not surprising.
Moreover, in an era of traffic, people who have the same idea as Zhu Wei should be the majority. After all, "only wine, not propaganda" is lagging behind the current era.
That is to say, Zhu Wei's view is correct, but the question is whether the publicity expenditure of not less than 800 million yuan in two years is exaggerated.
Guizhou alcohol with a market value of 200 billion yuan and Guizhou green wine with a market value of 600 billion yuan, Zhu Wei's statement has always been labeled as "good and ambitious".
Even, a considerable number of people in the industry believe that Zhu Wei has attracted attention from inside and outside the industry by setting exaggerated and unrealistic goals, and this time the "super dragon slaying knife" is no exception.
So, is the 800 million publicity cost really too much?
According to the "TOP 10 Domestic Brand Advertising Costs in 2020" released by a research institution, in 2020, the advertising cost of Guizhou Moutai was 840 million yuan, ranking tenth. In the same year, Guizhou Moutai achieved a total operating income of 97.993 billion yuan and a net profit attributable to the owners of the parent company of 46.697 billion yuan
Guizhou Moutai 840 million yuan a year, Guizhou green wine two years is not less than 800 million, so compare, more and less compared to everyone has their own "a scale", can be measured.
In this regard, the view of industry experts is that many people are tangled and arguing about the authenticity of "not less than 800 million", in fact, this does not make any sense.
What everyone should pay attention to is that as a former king, Guizhou Qingjiu is under the leadership of Zhu Wei, "shouting" out its own brand voice, no longer the previous state of obscurity and no one.
Taking a step back, since Zhu Wei is good at planning, marketing, and promotion, the market value of 200 billion yuan and 600 billion yuan and the publicity cost of not less than 800 million yuan are all part of his planning, what damage and obstruction is there for the industry?
If you like it, give a thumbs up to the Guizhou green wine under the leadership of Zhu Wei, and if you don't like it, you can ignore it! As for the criticism, it can be left until the results are revealed. Give Zhu Wei a little time to achieve his goals.