#冬日生活打卡季#
When you think of liquor, what comes to mind?
Many years ago, there was a "phenomenal" Internet celebrity liquor in the wine industry, that is, Jiang Xiaobai, who could be seen everywhere in restaurants and supermarkets on the streets of major cities overnight.
Even many commissaries, small supermarkets, and night snack shops have been replaced by Jiang Xiaobai's doors, and for a while, Jiang Xiaobai can be said to have sprung up like mushrooms after a rain, which is popular all over the country, attracting the attention of many young people.
It's a pity that the good times don't last long, and the Internet celebrity liquor Jiang Xiaobai is also the same as other Internet celebrity delicacies, the faster the fire, the faster it cools, and now it is difficult to see its trace in the streets and alleys.
This makes people wonder: Why is Jiang Xiaobai, who is all the rage, not popular now?
Faced with this confusion, I consulted Wang, who opened a supermarket chain, and the supermarket owner said: The four reasons are very realistic, and it is not surprising to step down from the altar.
1. Low cost performance
Jiang Xiaobai's wine became popular on the Internet with heart-piercing copywriting, which resonated with young people, and the packaging design was simple and atmospheric, so that many young people were willing to try it.
However, the price of a 100ml bottle of sorghum wine is as high as more than 18 yuan, such a price configuration is really cost-effective, you must know that a bottle of Red Star Erguotou of the same specification is only four or five yuan.
For most ordinary customers, three or four yuan a bottle of alcohol and drinks is acceptable to everyone, and more than 10 yuan needs to be carefully considered.
Compared with other affordable liquors, it is obvious that Jiang Xiaobai's cost performance is too low, and price is always the main reason for everyone's purchase decision.
2. The taste is unsatisfactory
Alcoholic beverages, like other snacks and delicacies, taste is always the most important core competitiveness, when a beverage has a unique taste and texture, no matter how expensive it is, everyone is willing to taste it.
But if the price is unsatisfactory, everyone eats it once and then does not have a second time, and after trying it once, everyone gives up.
Jiang Xiaobai's wine taste is really very ordinary, and even the taste is too bland, many people say that it is not as good as the cheapest Erguotou, and the taste cannot meet the needs of most consumers, and the development will inevitably be limited.
3. Serious word-of-mouth differentiation
Jiang Xiaobai's marketing strategy focuses on youth, publicity and promotion through social media and online platforms, although it can resonate with people through heart-piercing copywriting.
However, paying too much attention to marketing, ignoring the taste of the product, and ignoring the quality of the product will often backfire, as is the case with Jiang Xiaobai, and the word-of-mouth is seriously differentiated.
Word of mouth is polarized, and most people are reluctant to taste it again after tasting it once.
4. Failed to find the correct market positioning
Jiang Xiaobai's market positioning consumer group is young people, although young people are the mainstream human body on the Internet, and if they are recognized by young people, they can quickly become popular.
But I forgot that how many young people drink liquor?
Only a very small number of young people under the age of 40 can drink liquor, most of them are mainly beer and wine, and the real main consumer group of liquor is the middle-aged and elderly group over 40 years old.
And this part of the people can attract them is often cost-effective and taste, good taste is the last word, as for how good the copywriting is, after the wind and waves of middle-aged and elderly people will not care about this meaningless thing.
The above 4 reasons are very realistic, it is great to be able to become an Internet celebrity liquor, but if you want to achieve rapid development and a good reputation, then a good taste will always be the most important moat for alcoholic beverages, not copywriting.
What do you think about this?
Give people roses, have a lingering fragrance in your hands, like and forward to take good luck, may you have unexpected luck and sudden joy.
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