The price of No.3 wine brewed by Yellow Crane Tower

Introduction of Yellow Crane Tower Liquor Industry: Wuhan Tianlong Yellow Crane Tower Liquor Industry Co., Ltd. is a large-scale liquor enterprise integrating production, operation, sales and management, which is built by Wuhan Tianlong Investment Co., Ltd. under the direct care of the leaders of Hubei Province and Wuhan City, and its production capacity is at the leading level in the same industry. Since the new product "Yellow Crane Tower" series liquor was listed in May 2004, it took less than 9 months to quickly occupy a favorable position in the same price segment of Wuhan and even some markets in Hubei, and broke through the sales of 78 million yuan in one fell swoop. It has created the myth of regional liquor market management first, sales growth first and consumer awareness first, and has become a veritable government gift and city business card. June 2004 5438+ 10, Jinghong, Yunnan. In the national liquor quality appraisal held by China Liquor Professional Committee, Yellow Crane Tower Liquor got the highest score together with the three top liquors in China, and was awarded the honorary title of "China Liquor Product with High Quality and Good Price" by the State General Administration of Liquor Quality Supervision, Inspection and Quarantine and China Food Industry Association. In March 2005, Tianlong Yellow Crane Tower Liquor Industry ranked among the top 100 enterprises in China liquor industry with excellent performance. These achievements have been handed over to leaders at all levels and all walks of life who have long been concerned about and supported the company's development. May 2004 1, Shangri-La Hotel, Wuhan. The new product launch conference of Yellow Crane Tower was held grandly. After nearly 65,438+00 years away from the market, "Yellow Crane Tower" wine reappeared in the rivers and lakes. In less than three months, it ranked first in the regional market in terms of distribution speed, sales growth rate and consumer awareness. By April this year, the sales revenue had exceeded 1 100 million yuan, which was called "the miracle of refreshing the liquor industry" by the industry. How does a regional brand in Hubei achieve a "triple jump" in sales volume and brand? How can the Yellow Crane Tower liquor leap from "1.35 yuan" to "135 yuan"? As a personal marketing consultant in the whole process of the new product listing of Yellow Crane Tower, the author is willing to sort out the actual marketing experience and remarkable innovation, and decipher the truth that the new product of Yellow Crane Tower was successfully listed and created a miracle. With the increasing diversification of liquor consumption, there will be less and less liquor consumption behavior in the traditional sense. The essence of modern liquor competition is "social level" competition, especially high-end and high-priced liquor. Therefore, to make consumers love you, you must give them a real "reason". The success of the new product of Yellow Crane Tower on the market lies in its return to the origin of "culture", "quality" and "consumers", which are three important driving points for the breakthrough of high-end liquor in China. The Return of Regional Culture In June 2003,165438+1October, we conducted a 45-day detailed market survey of four central cities in Hubei-Wuhan, Jingzhou, Xiangfan and Yichang. The results show that although the Yellow Crane Tower has faded out of the market for nearly 10 years, "China Famous Wine in the Past" is still clear in consumers' minds. When interviewing consumers in Hubei, the author found that the brand image of Yellow Crane Tower is not satisfactory in consumers' minds, especially in Wuhan, where complaints such as "1.35 yuan", "Fake wine, poor quality" and "I hope I can drink it" are very harsh. Through the analysis of a large number of data in the later period, it is known that Yellow Crane Tower wine has a high reputation in Wuhan and even Hubei, but its brand image and reputation are poor. After several days of discussion, the final strategy is to return to the Yellow Crane Tower culture and build the first brand of real estate. To revive the glory of Yellow Crane Tower, we must solve the brand image of "low-grade" and "negative quality" of Yellow Crane Tower wine, which will be the key to the success or failure of new products. Therefore, positioning the Yellow Crane Tower as "the first brand of Hubei real estate" has become the return of regional culture. Yellow Crane Tower wine has good genes of the cultural brand of Yellow Crane Tower and a good brand image foundation. The positioning of brand culture directly awakens the local cultural complex of Hubei consumers, and the rich cultural heritage of Yellow Crane Tower in Hubei is conducive to the promotion and dissemination of the first real estate brand in the later period. Accurate product and brand positioning combined with years of experience in liquor industry, the author thinks that the premise of kotler 4P theory for liquor marketing in Yellow Crane Tower is to pay attention to the product level. After determining the brand positioning of the first real estate brand, Yellow Crane Tower must determine the product line integration strategy. Product grade: The product positioning of Yellow Crane Tower must be one grade higher than that of Zhijiang and Bai Yunbian, so as to conform to the high-end brand image. Product line setting: Once the product line of Yellow Crane Tower is set, it can be considered to extend horizontally and parallelly based on mid-to high-end products, but the future product line of Yellow Crane Tower will extend downward cautiously and cannot extend downward indefinitely. New product launch: As soon as the Yellow Crane Tower was launched, it launched three products: high-end image products with terminal prices exceeding 400 yuan's, and the Yellow Crane Tower was specially built; Terminal price 138 yuan's leading products of 52-degree and 42-degree Yellow Crane Tower wine. Brand positioning: Based on the product level, the exclusive brand core positioning of "China's first sommelier, let the best wine be passed down from generation to generation" has effectively solved the problems of consumers' "negative perception of fake wine" and "low brand image". At the same time, it is perfectly unified with brand positioning and product integration. Brand promotion positioning: in communication and marketing operation, we mainly promote high-end image products and promote the sales of high-end products with the communication of high-end image. In the future, the competition for consumers to promote brand liquor will still be brand competition. Brand consumption will be the mainstream, and relying on the power of the terminal can only be a short-term power and channel. Grasping the "heart" of consumers is the fundamental way. The mode of consumer mid-market is to start small consumers (consumer opinion leaders) and drive big consumers (ordinary consumers) through special information communication channels, and to drive mass consumers through mass communication channels, so as to realize interactive communication between different consumer circles and quickly realize brand promotion and image promotion. After determining the brand positioning, Yellow Crane Tower Wine invested heavily in naming Wuhan "Tianlong Yellow Crane Tower" football team, and planned a series of activities such as "2004 China-Yellow Crane Tower Wine Wuhan International Tourism Festival" to narrow the distance between the brand and consumers. Thirdly, with the help of the government to develop local brands, we established our own VIP library system through a series of public relations activities, and cultivated the loyalty of consumer brands. In large supermarkets and hotels in Wuhan, the custom rate of Yellow Crane Tower wine has reached 80%. At the same time, the brand promotion of Yellow Crane Tower wine is also in full swing, which clearly conveys to consumers that "Yellow Crane Tower is back" and also shapes its brand affinity and brand height. The transformation from "1.35 yuan" to "135 yuan" will enhance the brand image. Through the detailed investigation of the overall marketing environment, competition pattern and consumer brand awareness in Wuhan and Jingzhou, Hubei Province, the strategic plan for the listing of new Yellow Crane Tower wine was finally determined: "the region is king, and the two wings expand". If the region is king, it will occupy the core strategic market-Wuhan first. The Wuhan market adopts factory direct sales, and has established three sales branches in Hankou, Hanyang and Wuchang. Through the operation of Wuhan market, it radiates the whole surrounding market of Hubei. The expansion of the two wings will extend the marketing tentacles to Jingzhou with high brand awareness, and at the same time expand Yichang and Xiangfan. For secondary cities such as Jingzhou and Xiangfan, the promotion mode of "office+dealer" is adopted. This can fully mobilize the enthusiasm of dealers and effectively control the market order. On the channel start-up, the Yellow Crane Tower started the Wuhan market in a medium-sized way. Establish a hotel department and a supermarket department. At the same time, in many restaurants and stores in Wu Hanyou, large-scale customer centers have been set up, with special personnel responsible for development and maintenance. On the occasion of the official launch of 1 new products in May, the foundation stone was laid for 160 A catering terminals and 62 large chain stores. After the commodity distribution is formed, it will immediately promote all aspects of the terminal, forming a marketing link. The activities of "Dollar Storm" and "Dream Theater" set off an upsurge in Wuhan market. Only six days before May Day, the sales volume of Yellow Crane Tower reached 1 1, 000 bottles. When good interactive sales began to appear between small and large markets, the Yellow Crane Tower immediately launched mass media to promote its brand in the form of newspaper, radio and television media. The essence of integrating institutions to strengthen executive power marketing lies in executive power, as the industry says, "three points for planning and seven points for execution". The successful listing of Yellow Crane Tower can be said to be the result of team execution to some extent. With regard to the establishment of the marketing system of Yellow Crane Tower wine industry, from the implementation of new products, the author cooperated with enterprises to establish a marketing company (self-operated)+regional distributor (distribution)+marketing management (consulting company)+brand building (brand planning agency) system, which formed a new three-dimensional marketing model in brand planning, brand management, channel consultation, marketing support and marketing management. Completely change the occurrence of excessive non-benign phenomenon of marketing organizations in the past, and form a benign form of combining self-construction with external supervision. Within the framework of market channels, multi-level, multi-interface and all-round regional channel extension will be carried out step by step, time by time and focus, and finally a three-dimensional network sales network will be formed. Invite foreign brain companies to manage and integrate marketing agencies from recruitment to management, and cultivate a group of marketing teams with strong actual combat and execution. At the same time, the business process is planned and the unique marketing information system of Yellow Crane Tower wine industry is established. So as to simplify, clarify and standardize business operations and lay the foundation for the successful listing of new products. The successful listing of Yellow Crane Tower is not achieved by "a certain storm" or "a certain idea", but by the integration of the "three sharp weapons" system. I learned about the concerns about product line extension earlier this year. In order to meet the needs of consumers in Hubei Province, Yellow Crane Tower Wine Industry launched 20-60 yuan series of Yellow Crane Wine to attract investment in Hubei Province. It is said that it has also achieved great success. The author believes that the launch of Yellow Crane Beer violates the original intention that the brand product line of Yellow Crane Tower cannot be extended indefinitely, which largely hedges its brand positioning. This has greatly hurt the newly established brand of Yellow Crane Tower, and it is also an overdraft for the brand. It is debatable that low-grade enterprises are tempted to launch low-grade products quickly before the brand is mature. I sincerely wish the Yellow Crane Tower can walk as fast as flying and go further and further. Highlight: Yellow Crane Tower Wine has achieved a leap in value from "1.35 yuan" to "135 yuan". Recommended index: ★★★★★★★ Five-star Yellow Crane Tower Wine Price: This quotation is for reference only! Special offer price of Yellow Crane Tower: 400 yuan Yellow Crane Tower wine 52 degrees, leading product price of 42 degrees: 138 yuan.