Packaging and quality do addition, strategy do multiplication, how does Jin Jiannan continue to grow high?
Wen | Cloud Wine Team(ID:YJTT2016)
Recently, the launch conference of the new single product "Jinjiannan K8" of the JiannanChun Jinjiannan series was held in Zhengzhou, Henan. This is another landmark move of Jian Nanchun to stabilize the mid-price chassis market.
The Jin Jiannan series, which is positioned in the mass consumer market, already has a large and loyal consumer group. This time the product is renewed, the price space is extended, what kind of market boundaries will Jin Jiannan open?
20 years of classic collection, renewed
Jin Jiannan K8 can be described as the sincere work of the Jin Jiannan series "born at the right time".
As the core brand of Jian Nan Chun Group, Jin Jian Nan has been selling well for more than 20 years, with a good reputation and high market share.
According to the person in charge of the Jinjiannan brand, the current main product Jinjiannan K6 belongs to the star product in the price range of 200-300 yuan, and its consumer self-point rate ranks among the best in similar products, and some areas of Jinjiannan K6 has become the first choice for consumer banquet wine.
With the further improvement of the Jinjiannan brand, the market and consumers have extended the demand for products in the price range of 300-400 yuan, and the "high-end business banquet with wine Jinjiannan K8" came into being.
The department is famous, continuing the culture and quality of the Jinjiannan series as always, Jinjiannan K8 adopts the traditional craft of Jiannanchun brewing, with the typical unique style of "fragrant, soft, sweet, mellow and refreshing, long fragrance", inheriting the brand's excellent quality as always.
From the perspective of outer packaging, the Golden Jiannan K8 packaging creativity continues to use the royal elements of the court, and the ruby bottle cap implies great luck and good deeds; the golden bottle body shows noble status, luxurious and stable.
The combination of red gemstones and gold bottles also complements the needs of the wedding market. Many end consumers and distributors have given good feedback and praised the wine quality and packaging creativity of Jinjiannan K8.
In terms of packaging and quality, do addition, and do multiplication in strategy, the renewal of Jin Jiannan has laid the groundwork for the birth of a "new force" in the market.
The power of the "waist"
Less than two months after its official listing, Jinjiannan K8 has gained "opening red".
At present, Jinjiannan K8 has expanded the market to more than 10 regions such as Sichuan, Jiangsu, Chongqing, Hebei, Guangdong and Shandong, and the goal is to further promote it to the whole country in 2022.
Such a speed of development must be said to be fast. In itself, it is the result of the joint action of Jiannanchun channel force and Jinjiannan K8 product force.
At present, Jian Nanchun has completed the national channel layout, after years of development, Jian Nanchun has formed a strong channel network and a strong dealer team in the East China and South China markets.
The Jinjian south K8 can quickly complete the sinking of the national dominant market, and the layout of more than 10 markets in two months can be seen.
Compared with the digital marketing strategy of Jinjiannan K6, Jinjiannan K8 may be upgraded and more flexible. The person in charge of the Jinjiannan brand said that Jinjiannan K8 adopts a large platform model, the first batch of dealers in the country has a total control of less than 10, and the operating dealers are high-quality dealers in Jiannanchun provinces, and the first batch of investment work has been basically completed.
In order to meet the needs of different markets, the initial products adopt "one place, one policy", according to the actual situation of the market, with the goal of moving sales, to give corresponding market support.
From the perspective of price design, Jinjiannan K8 is positioned in the high-end business banquet wine, and the retail price of a single bottle is in the price range of 300-400 yuan. As the core product of Jiannanchun Group, Jinjiannan K8 and Jinjiannan K6 go hand in hand, reflecting each other in the banquet market and circulation market, which not only fills the price gap between Jinjiannan K6 and Crystal Jiannanchun, forms a complete brand price band matrix, but also can increase the brand value of Jinjiannan, and jointly undertakes the heavy responsibility of seizing the liquor waist market.
Jinjiannan K8 empowers new growth poles
At present, the status of the crystal sword as a tens of billions of large items is unshakable, and Jian Nanchun needs to draw a new growth curve while maintaining the increase in the crystal sword.
How to build a solid mid-price chassis market, do a deep and fine national market, use new categories to develop new increments, and further consolidate the market foundation of the first to third lines. Throughout the industry, this is also the path chosen by a number of famous wines, filling vacancies, creating new consumption through the layout of the full price band, and seizing the minds of consumers.
The industry generally believes that such a choice is extremely challenging - not only requires enterprises to have comprehensive capabilities in strategy, capital, system and execution, but also to have research and development capabilities covering the whole price chain, full packaging form, and full product concept.
But this happened to be The advantage of Jian Nanchun.
Jiannanchun's Jinjiannan series was once a "regular customer" of CCTV advertising, and has formed a good market reputation and consumption atmosphere for more than 20 years since its listing, and is also the main product of the 200 yuan price segment of Jiannanchun card. The new Jinjiannan K8 can also lead the Jinjiannan series to explore the price while replenishing the price band.
In terms of brand value, Jian Nanchun has continuously strengthened its investment in the mid-range price band product market, not only creating more diversified choices for channels, but also opening up a wider market with cost-effective advantages.
Nowadays, industry competition has long evolved from a single market competition to an all-round competition of product structure upgrading, brand differentiation and channel construction. Judging from the actions of the Jin Jiannan series, it has mature planning and landing determination.
Aiming at the mid-range price band product market, Jinjian south K8 is the new growth pole, what do you think? Leave a message at the end of the article waiting for you to share!
This article is original by "Cloud Wine Headlines", welcome to leave a message, share,
Unauthorized reprinting or adaptation is prohibited, otherwise liability will be pursued in accordance with law.
Click Share
Thumbs up