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At present, China's wine industry has entered a new round of industrial adjustment stage, and the industrial structure, product structure, market and consumption structure are facing changes and adjustments. Under this trend, how to choose the direction and principle of brand marketing development? How can wine merchants identify future trends and accurately select products?
"Yangtze River Wine Channel Interview" specially invited Li Jianhua, brand strategy consultant of Sichuan Liquor Circulation Association and chairman of Chengdu Qishan Famous Liquor Management Co., Ltd., to sit down with Tie Li, executive chairman of Sichuan Liquor Circulation Association, and discussed, combined with his experience of successfully operating many classic cases of liquor marketing for more than 30 years, from the perspective of brand and quality, to talk about the new competitive strategies and coping methods of the current situation.
01
"The pursuit of brand and quality is the vast majority"
"The people who have stubborn pursuits in terms of consumption are actually very small, and the pursuit of brand and quality is the vast majority." Li Jianhua pointed out that as China's liquor consumer groups become more rational and mature, especially the "post-95s" who have truly enjoyed the dividends of China's reform and opening up since birth are gradually becoming the mainstream consumer groups of liquor, their demands for brand value are more than the appeal to product functions, and they also pay more attention to the pursuit of "brand and quality".
Li Jianhua pointed out that the scarcity of good wine was very high more than 20 years ago, but now with the continuous development and upgrading of agricultural production, winemaking technology and production technology, the output of high-quality wine has also increased, which has given consumers more opportunities to choose different types of good wines, creating prerequisites for their pursuit of brand and quality.
In the face of the current situation that sauce wine is popular in many regions and sauce wine is more dominant in a certain price segment, Li Jianhua said bluntly: "This is not because of the aroma type, but its positioning and value just match the scene needs of some consumer groups." ”
"The consumer side has shown a clear demand for value return, cultural return and personality return, but the huge influence of consumer opinion leaders cannot be ignored." Li Jianhua further said that consumers' demand for the spiritual level of wine is improving, and the demand for brand and quality is unprecedentedly urgent, but at this stage, we cannot completely ignore the guidance of consumer opinion leaders.
02
"Sichuan wine will become the biggest bright spot in the future growth of the industry"
At present, the market environment has undergone major changes, the wine industry has also entered a new adjustment cycle, and this will inevitably be reflected in the consumer market, so how should Sichuan wine respond?
"Ideas determine the way out!" Li Jianhua first analyzed the successful experience of Sichuan liquor in the process of transforming from a planned economy to a market economy.
In 1992, with the reform of the national price system and the needs of the development of the market economy, the distillery had a certain flexible right to deal with product prices, which gave birth to the arrival of the liquor development cycle. In the face of the rise in the retail price of liquor, distilleries either choose to increase the scale benefit or choose to enhance the value-added benefit, so different enterprises have embarked on different development paths.
"Some brands will expand the scale of production and increase sales in the first place; Some brands adhere to traditional craftsmanship and adhere to the concept of quality first. The famous liquor brands in Sichuan liquor did a better job in the latter, which also laid the foundation for Sichuan liquor to have a good reputation nationwide. Li Jianhua believes that at present, in addition to Maotai, most of the best-selling famous wines in the country are Sichuan wine, and the key is that Sichuan wine firmly grasps the two core elements of brand and quality.
In the 1990s, some famous liquors began to rebuild their brand image and brand value, such as the six golden flowers of Sichuan liquor, and did not blindly expand their production capacity because of the market's best-selling, but insisted on improving value-added benefits, producing and marketing, and always ensuring the high quality of their core large items. Therefore, as the industry entered the "golden decade" of liquor, in the last round of adjustment, with the brand and quality out of the circle, took the lead in enjoying the dividends of high economic stimulation demand, and did a solid identity of famous wine supported by consumers.
Li Jianhua said that in addition to the "six golden flowers", the quality advantages of many second-tier brands of Sichuan liquor are still obvious, and there are not a few who have reached the national excellent level, but because the determination to take the brand is not firm enough, they have chosen the development direction of "basic wine", which is not known to ordinary consumers so far, and it is difficult to become the biggest beneficiary of the consumption upgrade dividend.
"At the beginning, Sichuan wine was not highlighted by the advantages of the production area, and there was basically no concept of the production area at that time." Li Jianhua said that it is the rise of many Sichuan wine brands represented by the "six golden flowers" that has led to the rise of Sichuan wine production areas, and the rise of Sichuan wine production areas has consolidated the position of Sichuan wine famous wine enterprises.
Lujiu, Yujiu and Huijiu, which also began to rise in the 1990s, chose to sell them for production. Although it has been rapidly increased in a relatively short period of time to do large-scale, after the outbreak of the Shanxi counterfeit wine case in 1998, it has quickly become the "victim" of the industry's deep adjustment period, and it is still difficult to recover and return to its former glory.
In 2003, under the background of investment-driven rapid economic growth, new choices for enterprises have emerged: with the gradual improvement of the channel capabilities of the liquor industry, some brands have focused on government and business consumption, the channel model has been changed from extensive to fine, from multi-level to flat, and in practice, some new channel models have been explored, which has greatly improved operational efficiency.
However, in the end, it can survive the deep adjustment of the industry in 2013-2015, take the lead in recovering after 2016, and develop most rapidly at present, or those who regard quality as the "lifeblood" of famous wines.
After pointing out that "Sichuan wine's brand strategic decision-making and product quality advantages have been tested by time", Li Jianhua firmly believes: "As long as Sichuan wine continues to firmly grasp the two core elements of brand and quality, success is inevitable and will become the biggest highlight of the industry's future growth." ”
03
"Don't rely on policies to sell alcohol"
In 1992, it entered the "three famous wines in China" and ranked among the liquors used for state banquets, which was responsible for marketing planning, and after the baptism of Altai Company, which has the reputation of the Huangpu Military Academy in the wine industry, single-handedly created many classic best-selling brands such as Jin Jiannan and many other classic best-selling brands that are still well-known in the industry, Li Jianhua pointed out when summarizing the suffering of successful wine merchants in the market, there is nothing more than the change of households and flattening of the left defense factory side "evil tiger pounces on food" and the right defense channel terminal "white-eyed fierce wolf".
In this regard, Li Jianhua concluded that for wine merchants, choice is more important than efforts, and it is recommended that wine merchants should change from the thinking quality of "buying" and "following the village" to the concept of "sitting on the village" or "joint village".
Combined with his successful experience of "putting tigers into cages and putting neck covers on wolves" over the years, Li Jianhua also shared his experience in selling alcohol in the interview: "Don't rely on policies to sell wine, rely on quality and word of mouth to sell wine." ”
According to Li Jianhua's logic, the key to quality and reputation lies in the formation of a stable consumer group, with a stable consumer group, in order to become a brand, not with an independent proposition can form a brand.
For example, Jiang Xiaobai, a liquor brand with very prominent advantages in fashion innovation, has cultivated a large number of new consumer groups for the industry, especially in terms of capturing young people, opening another door for the industry, triggering changes in the industry, and in the future, it will increase efforts in reducing audience loss and stabilizing consumer groups, so that the brand value formed by quality and reputation can be stabilized in the way of the market, and will undoubtedly achieve greater success.
"There can be fashionable products, but there can be no fashionable brands." Li Jianhua then took the current strong growth momentum of light bottle wine as an example to point out that fashion innovation is not the inevitable road to brand achievement, thus once again demonstrating the importance of quality and word of mouth.
Li Jianhua said that with the influx of famous wine companies, it will be difficult to survive by relying on manufacturers to give rebates, relying on investment policies to make a living, and relying on fashionable appearance to attract attention, especially after the large-scale volume of products with dual advantages in quality and brand such as Bofen and Shunpinlang.
"Some sauce and wine companies that are growing fast, but do not pay attention to brand building and do not pay attention to the basis of product quality, are currently in crisis." For the current popular sauce wine, Li Jianhua also believes that we should choose a brand with excellent quality and reputation.
"In the field of sauce wine, the strength of Sichuan liquor is still very strong." Li Jianhua pointed out that the concept of Moutai Town's production area has only begun to appear in recent years and has been recognized by the industry, and when the output of Feitian Moutai wine is only a few hundred tons, the annual output of the two major sauce distilleries in Gulin, Sichuan has exceeded thousands of tons.
According to Li Jianhua's analysis, due to the particularity of the process, the scarcity of the number of sauce wine from the planned economy era has continued to the present, which is one of the main reasons for the current sauce wine fever, and it is also an important reason for the strong strength of Sichuan south sauce wine; However, with the advancement of agricultural technology and the development of winemaking technology, scarcity may no longer become a bottleneck in the future, and the current sauce and wine fever will eventually return to brand and quality.
"Wine merchants should strengthen their advantages in channel construction and marketing." After analyzing the current situation of the market as a whole, Li Jianhua suggested that strong and promising wine merchants may wish to empower the second-tier brand rebranding of Sichuan liquor. In his view, the strength of the second-tier brand of Sichuan wine in terms of quality is well known and recognized by consumers, but because it is doubly difficult to re-do the brand because it did not pay attention to brand building in the past, it is in the depression of brand value, and can enjoy the biggest dividend of quality and word-of-mouth selling wine.
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Text | Yangtze River Wine Road Xiao Xiao