I. Overview of the Works
Announcer: Yanghe Winery
Release date: 2009
Scope of implementation: the whole country
Core strategy: remoulding brand and promoting sales.
Release media: CCTV 1
Company profile:
Jiangsu Yanghe Winery is located in Yanghe, an ancient town in northern Jiangsu at the intersection of Sucheng, Suyu and Sihong counties in Suqian City, Jiangsu Province. It faces the Xuhuai Highway and is backed by the Beijing-Hangzhou Canal, with smooth traffic, prosperous wine industry and prosperous market. It is said that Yanghe Daqu was famous in the Tang Dynasty, with a history of more than 400 years, and it was famous in the late Ming and early Qing Dynasties. In recent years, Yanghe has made every effort to create a classic of "soft" liquor-Yanghe Blue Classic, and its sales volume has increased rapidly in recent years. "Blue Charm" has conquered more and more liquor consumers and become a successful marketing example in the highly competitive liquor market.
Second, the overall market situation of liquor
The total consumption of liquor in China tends to be stable, but it shows a concentrated trend. The sales volume of well-known brands has steadily increased, and the market space of some small and medium-sized enterprises has been squeezed and the sales volume has been plundered. The competition in liquor industry is becoming more and more fierce. In recent years, due to the increase of tax burden, rising prices of raw materials such as grain and rising circulation costs, the production and operation costs of liquor enterprises have been rising. In order to increase profits, liquor enterprises have accelerated the pace of launching middle and high-grade products.
Wuliangye, the leader of liquor industry
Wuliangye, the leading liquor maker in China, has an unparalleled position both in the industry and among consumers. Wuliangye has been committed to the brand development of "China Wuliangye, the world Wuliangye". Although the competition in China liquor market is fierce in recent years, Wuliangye has not been lost in the jungle of brands, but has become an evergreen tree of China liquor brands, which has also been widely recognized in the international market. There are three reasons: First, Wuliangye has six unique advantages and the characteristics of "long aroma, mellow taste, sweet taste, clear throat, harmonious and just right taste, especially the comprehensive taste of liquor", which makes it unique in Luzhou-flavor liquor.
Unique, become an outstanding representative of China liquor; Second, Wuliangye is a world-famous brewing production base, which has incomparable scale advantages compared with other enterprises. Third, strict quality management and continuous innovation of brewing technology. "The modernization is modernization, and the tradition is still tradition", which has embarked on a road of independent innovation of traditional industries in China, continuously improved the product quality of Wuliangye and made consumers very familiar with and trust Wuliangye, and this kind of support from consumers is the foundation of Wuliangye brand.
Yanghe's decision to enter the middle and high-end liquor market
Yanghe, once one of the eight famous wines in China, was once reduced to middle and low-grade liquor in consumers' minds due to various historical reasons. Although it is a household name in Jiangsu, Jiangsu people have deep feelings for Yanghe. Through the investigation and interview with consumers, it is found that Yanghe consumers think of two kinds of bottles: one is blue porcelain bottle; One is the image of flying. This is precisely the Yanghe middle and low-grade wine that has been popular in Jiangsu for decades. Tradition, time-honored brand and low grade have become the most direct and deep-rooted impression of Yanghe. At the same time, Yanghe wine has left consumers with the impression of "aiming high and aiming high", which is increasingly unfavorable to market promotion.
Today, the profit of low-grade liquor has shrunk dramatically, and middle-and high-grade liquor is indeed the highlight of profit. The state imposes heavy taxes on low-grade liquor, and major manufacturers can neither make profits nor compete with small workshops and unscrupulous traders who evade taxes in the low-grade liquor market, so the high-end liquor market has continuously become the focus of competition among manufacturers. It is not an exaggeration to describe the competition in the middle and high-end market with white heat. Therefore, Yanghe Liquor seized the opportunity and actively transformed into the middle and high-end liquor market.
Third, the target audience
Target consumers
Insight into the main consumer groups: the elite in the workplace, 25 ~ 45 years old, lean and successful. They are people above the company's supervisor, and they are also "long" with little authority in officialdom. They have the ability and authority to independently control certain expenses in the unit. They are not only influenced by China's traditional culture, but also impacted by western modern civilization. They are a generation of fusion and strong duality. Agree with tradition, have a tendency to enjoy fashion consumption, and have a high understanding and acceptance of new things; Require high consumption grade and quality (such as electrical appliances, clothing, cosmetics, private cars, commercial housing, etc.). , the consumption ratio is high); I have made small achievements in my career and am on the rise, but I haven't reached the peak of my life and pursued a more relaxed world.
They drink in this situation: business reception, business negotiation, friends drinking? For them, wine is the wisdom of communication, the lubricant of business negotiation, the relaxation of mood and the inspiration of being half drunk.
Consumer analysis
1. According to relevant data, this age group (middle-aged men aged 25-45) accounts for 8 1.7% of the total number of drinkers and is the main consumer of liquor.
2. At this age, there are more social activities and entertainment, and drinking is more frequent.
3. Most people in this age group are backed by a certain economic foundation.
4. Some consumers buy "Yanghe Blue Classic" as a gift for relatives and friends, and choose higher-grade products such as "Sky Blue", "Sea Blue" and "Dream Blue". Consumers have strong spending power.
Fourth, positioning
Accurate market positioning
The target groups of Yanghe Blue Classic are mainly government agencies, enterprises, institutions and successful people, taking into account the high-end gift wine market.
Reasonable product positioning
Yanghe Blue Classic Series High-end Liquor is the product closely following Wuliangye, Maotai and other brands. This differentiated positioning avoids positive market confrontation, and it is easier to obtain rapid market growth and profit in a short time.
brand positioning
Yanghe blue classic grasps two points: (1) taste; ② blue
On the basis of maintaining the unique style of Yanghe Daqu's tradition of "sweetness, softness, cleanness and fragrance", Yanghe Blue Classic highlights the charm of softness with elegance, and sums it up as a most distinctive word, namely "softness". "Soft" means: elegant, unpretentious, gentle, rational, sober, temperate and controllable. This conforms to the new trend of liquor consumption. I don't go to bed after drinking, but I have work to do and entertainment to entertain. As a lubricant of public relations and a tool to communicate feelings, the wedding ceremony is not necessarily the traditional "wine meets friends and a thousand cups are few", and "wine is drunk today". Therefore, from the perspective of product interests, Yanghe Blue Classic is in line with the trend of modern liquor consumption. Moreover, there is one thing worth exploring: "blue" (the products are divided into three grades: sky blue, sea blue and dream blue). As the main color of Yanghe, what does "blue" stand for? Deep, wise, calm, restrained, broad, broad and steady. Quiet as the sky, deep as the ocean, open-minded and inclusive. Modern civilization, science and technology, the world, the future? When analyzing products, our brand positioning is actually gradually clear. Coupled with the insight into the target consumers, consumers' consumption orientation and life values gradually appear in front of us.
Yanghe defines the image of the brand in the eyes of consumers as: a man with a broad mind and can put it away freely; heart
The image of a man whose chest is wider than the sea and taller than the sky.
It's not only men who are really broad-minded who drink blue classics. But men will pursue this state of freedom and openness. Especially those white-collar workers who have dreams, achievements and efforts in the workplace. These groups active in the front line of business are the heavy consumption targets of Yanghe.
Five, Yanghe blue classic features
product
Smell: Strong aroma.
Palate: this wine is clear and transparent, with rich aroma, soft entrance, fresh and sweet, mellow quality and long aftertaste. Its outstanding characteristics are: "sweet, soft, clean and fragrant."
Wine comment: the product is fermented in a century-old cellar and aged for a hundred years; The main degrees are 38 degrees, 42 degrees and 46 degrees. , and can be adjusted according to the characteristics of regional consumption; On the basis of maintaining the traditional sweet, soft, clean and fragrant style of Yanghe, it highlights the unique style of softness and elegance.
Product description: Yanghe Blue has classic features: high but not strong, low but not light, soft and clean, plump and harmonious. Drinking blue classic represents
The vastest in the world is the ocean.
The sky is higher than the sea, higher than the sky.
More broadly, it is men's feelings.
It is the pursuit of broadness and broadmindedness.
Beg. Blue is a symbol of openness, yes.
The symbol of fashion is modernity.
Sleep is the expression of taste and represents purity. The depth of the sea is blue, the sky is blue, and the dream is blue. Product attraction
"The vastest in the world is the sea. The sky is higher than the sea, and people's feelings are broader than the sky." The central word of this sentence is men's feelings. The sky and the sky are the same color in front, so men's feelings are deeper than the sky and the sky. Men's feelings represent two levels. Horizontally, they are as broad as the sea and have the mind of an all-inclusive man. The sea is like this. From a vertical perspective, it should be as high as the sky, beyond time and space, across history and across the world. Haitian dream, men's feelings, such a man's dream, made men's feelings. In order to attract the attention of successful men.
Appeal mode
Yanghe blue classic advertisement adopts emotional appeal strategy. Compared with the sea and sky, it highlights the broad feelings of men, meets the emotional needs of buyers for self-esteem, self-confidence and self-improvement, and causes people's psychological buzz. The advertisement says, "The widest sea in the world, the sky is higher than the sea, and people's feelings are wider than the sky." This slogan highlights the connotation of the product and increases the psychological added value of the product.
advertising creative
1, the whole film is dominated by blue tones, such as sea, sky, blue silk, blue wine glasses and other outstanding products, such as blue culture and packaging characteristics. To distinguish blue classics from other types of liquor.
2. Highlight that "Yanghe Blue Classic" is a soft liquor that does not harm people's health, which firmly attracts business people.
3. With the sky and the sea as the background, the theme of "human feelings" is highlighted.
4. The title is a business occasion, highlighting the business people represented by the protagonist and indicating the positioning of the product.
5, product packaging characteristics: Yanghe blue classic is uncharacteristic, breaking the old tradition that white wine is mainly red and yellow, curing blue into product logo color, realizing product differentiation and highlighting product personality.
Advertising words: "The vastest sea in the world, the sky is higher than the sea, and people's feelings are broader than the sky." Adapted from "The world's vastest is the ocean, the sky is wider than the ocean, and the human mind is wider than the sky-Hugo", which is very wonderful. This has played a great role in the effective communication of advertisements.
Sixth, advertising evaluation.
This advertisement, with blue as the main tone, not only makes people shine, but also emphasizes Yanghe's blue culture-the pursuit of open and lofty modern culture. Men's feelings are the appeal of Yanghe's blue culture. Among them, the slogan "The widest in the world is the sea, the sky is higher than the sea, and people's feelings are broader than the sky." Fully expressed the attractiveness of the product. The advertisement of "Yanghe Blue Classic" thinks that the meaning of men's feelings is very rich: men in modern society should stand tall and tolerate with an all-encompassing and broad feeling.
Many feelings for career, family, parents, children and friends. Be able to tolerate the joy of success and not be carried away by a little achievement; We should also be able to bear the blow of failure, clap our chests in adversity, and go on bravely and resolutely, and these really need a broader mind than the ocean and a higher mind than the sky.
On the whole, this advertisement is a success. Especially the color with blue as the background and the sentence "The widest sea in the world, the sky is higher than the sea, and people's feelings are wider than the sky". The advertising language deeply touched the audience visually and emotionally, which not only increased the sales of Yanghe blue classics, but also enhanced the popularity of Yanghe wine and established the brand of Yanghe blue classics.