-Dahongying Tobacco Brand Building Project
In the autumn of 200 1, Director Xu Fangquan of Dahongying led a leading team to Ye Maozhong to plan the Shanghai company and communicate on the overall planning and cooperation of Dahongying brand. Speaking of the rising place, Director Xu suddenly said to us, "I'll sing a song for you." Then he sang a song by Dahongying, which made the song complete. His passion shocked everyone present.
We believe that the personality of entrepreneurs determines the personality of enterprises. Dahongying has such a passionate entrepreneur, so Dahongying must be a passionate enterprise. To build a successful brand, passion is essential.
So although two tobacco companies were discussing cooperation with us at that time, we felt that we must cooperate with Dahongying at present.
Two years ago, we served Baisha Tobacco and began to explore the brand building project of China Tobacco. Immersed in the mood and state of "White Sands Dancing with Cranes, My Heart Flying" for a whole year, I made an in-depth study on the marketing communication of China tobacco and got a deep understanding and grasp of the particularity of the tobacco market. The Baisha Silver World and Baisha Golden Century product series we planned pioneered the use of sub-brand strategy in China tobacco brand building projects.
Two years later, we were lucky enough to serve Dahongying cigarettes and operate the brand building project of Zhongyan Dahongying again. We are determined to do our best to push China tobacco brand building project to a higher and further level.
Awkward and interesting tobacco advertisements
Doing tobacco advertising is both embarrassing and enjoyable!
Embarrassed because of the particularity of tobacco products.
As we all know, tobacco advertisements are restricted advertisements with standardized standards. There are many clear forbidden areas for tobacco advertising in advertising laws all over the world: no products, no product use scenarios, no brand LOGO, no brand standard language, and even no household brand slogan. Because it is completely divorced from the product, the creation of tobacco advertisements sometimes inevitably feels itchy.
It is precisely because of the particularity of tobacco products that it is pleasing to the eye.
Because many things are not allowed, tobacco advertisements don't need to cram things into the performance of many products, you don't need to calculate how many shots and seconds are given to the products in this advertisement, and you don't need to worry about whether the functions of the products are clear ... You can put aside everything and concentrate on expressing the brand, and customers are also very supportive. Therefore, it is a great blessing for advertisers to have the opportunity to do tobacco advertising!
In a sense, tobacco advertising is the real brand advertising, and it is also the arena to test the brand skill of advertisers-obviously it is not an advertisement to promote products, but the ultimate standard to measure this advertisement is still the performance of products in the market.
Serving Dahongying Tobacco, let's have a painful and happy brand addiction!
Contradictory tobacco industry
Contradiction 1: There are many brands, few famous brands and few brands.
According to the joint statistics of the National Bureau of Statistics and other units, by the end of 20001,there were 95 enterprises in the cigarette manufacturing industry, achieving a sales income of 167464 billion yuan, accounting for 1.87% of the sales income of all industrial sectors, an increase of 18.33% over the previous year.
There are more than 1000 brands and more than 2,800 varieties in China cigarette market, but compared with foreign countries, the brand concentration and market share of China famous cigarettes are still very low. Industry tobacco accounts for less than 4%, accounting for about 22% of the output, of which four national tobacco brands such as "China" only account for nearly 7.5% of the output.
Today's world tobacco market is basically dominated by three major tobacco companies, Philip? Controlled by Morris Company, British American Tobacco Company and Japan Tobacco Company, its output accounts for 4 1% of the world's total cigarette output, which is 10 percentage point higher than the total output of all cigarette factories in mainland China.
Contradiction 2: Monopoly and open development.
The tobacco industry in China has been under the protection of the central and local government policies for many years. 1982 implements tobacco monopoly system, and tobacco monopoly products must be managed by tobacco companies in a unified way. As a very special consumer product, tobacco integrates openness, planning, competitiveness and control, so the tobacco market in China has grown up in countless contradictions and conflicts.
In a sense, "tobacco monopoly system" provides a seemingly reasonable and intangible tool and market barriers for local protectionism in the tobacco industry. Local tobacco monopoly organizations can use any improper reasons and means to prevent foreign brands from entering the local market, or adopt discriminatory policies against foreign brands. Although the state has repeatedly reiterated that local protection cannot be carried out in various forms and means, this situation has intensified in recent years.
This environment leads to the superiority of local protectionism in the tobacco industry over any other industry, which also hinders the further development of the tobacco industry in China and restricts the tobacco industry in China to further build its core competitiveness.
After China's entry into WTO, the penetration of foreign cigarettes into the domestic market is getting stronger and stronger, and the impact on China cigarettes is getting bigger and bigger. In addition, Waiyan always pays attention to brand image building and is deeply loved by consumers. After years of taste edification, consumers in China, especially the younger generation, have gradually become accustomed to the flavor of mixed cigarettes. Foreign cigarettes suit local tastes.