The key to wine investment is the strength of brand communication

Since 2012, the Chinese wine market has become increasingly weak, and wine producers have been unfavorably attractive. As time goes on, terminal sales are also getting bleak. Why does this happen? Is there really no demand in the market? The answer is yes, the market demand is very large. Why is that? The reasons for this have a lot to do with the chaotic market conditions, as well as the fact that the media has overlooked bad behavior in the industry.

Actually, looking at the above factors, we can understand this. The reason why the wine market was hot in the past few years was that various kinds of propaganda about wine promoted a huge market, and it also caused some miscellaneous products to run rampant in the market. This group can Prove that the market's demand is great and there are many. However, as many media have exposed the bad behaviors of some bad companies, consumers have doubts about the quality of wine. They don't know which one is good, which one is bad, and so on. Make no choice, do not drink. This is an important reason for the bleakness of the wine terminal.

In conclusion, it is not difficult to find that the fundamental reason for the weakness of the wine terminal market is that its high-quality products have insufficient brand recognition and low visibility. Therefore, as long as the terminal market is educated, it is entirely possible to win the trust of consumers and enhance Brand confidence and brand reputation. Consumer confidence is very important for dealers, because the confidence of dealers comes from consumers. From this point of view, the key to achieving successful investment is how much confidence wine producers can bring to the dealers in brand building. . In other words, brand culture is necessary first. With the continuous maturation of the consumer concept, it is not only low prices that really attract consumers, not only excellent quality, but also whether the brand behind the product can bring consumers a kind of cultural enjoyment and experience. The potential of good cultural and emotional transmission, therefore, if wine producers want to really expand the market and become stronger brands, they must first cultivate the brand culture, and cultivate the potential consumer groups and markets that the culture recognizes. This is just like luxury goods. In fact, what luxury goods buy is a kind of consumer culture, a kind of consumer experience, and a consumer emotion.

In such a highly competitive market, if your brand awareness of the product is low, it is easier for consumers to pay for it. Undoubtedly, consumers are already at the heart of marketing strategy in an age when such a product is extremely rich. Therefore, how to win the "heart" of consumers is the key to successful marketing. If there is no response from the end consumer, the distributor will not easily take the shot. Therefore, whether the old brand or the new brand, the brand positioning is clear, whether the brand communication can reach, the brand's influence in the target market is large enough, consumption. Whether the brand is aware of the brand, whether the strategic positioning of the enterprise product brand can be advanced, create a good atmosphere of the wine brand culture, establish a good image of the brand, these are the key to successful business investment.