Author: A recent photo of Ou Tingjun).
Wang Yancai, chairman of the China Liquor Industry Association, said at the 2014 China (Sichuan) International Liquor Industry Forum held recently: "At present, there are nearly 400 rice wine production enterprises in the country, 87 rice wine enterprises above designated size, and the sales revenue in 2013 was 1539.1 billion yuan, a year-on-year increase of 1223%；Realized profit 171.2 billion yuan, a year-on-year increase of 1634%。"If compared with the current sales scale and development speed of beer and liquor, the development of rice wine seems a bit unreasonable. Although there are many reasons, the key factor is that rice wine enterprises are deficient in product, technology and management innovation, which directly restricts the development of the industry. The author believes that the following aspects should be improved to strengthen and expand the rhubarb wine industry.
Technological innovation breaks through the barriers of the rice wine market
Rice wine is a traditional industry, the ideology is conservative, there are still many enterprises that believe that only traditional technology can produce high-quality rice wine, the lack of a positive, innovative culture, this narrow thinking also hinders the development of the rice wine industry to a certain extent.
First of all, it is necessary for rice wine enterprises to increase investment in science and technology, focus on the development of core products of rice wine, use modern science and technology to achieve creative breakthroughs in the production process of rice wine, seek breakthroughs in taste, and completely change the current regional flavor of rice wine.
Secondly, it is necessary to overcome the misunderstanding that some rice wine companies develop "refreshing" rice wine and reduce the alcohol content. A little research and analysis of alcohol consumers will find that the low-alcohol "refreshing" rice wine is a misunderstanding of the development of wine and fruit wine products, and the second is that the people who really drink alcohol are unwilling to accept it, because Heng can't stand the pleasure of drinking. In this regard, the author believes that rice wine should boldly increase the alcohol content of the product accordingly to meet the inner needs of consumers.
In addition, it is necessary to use modern science and technology to completely solve the shortcomings of rice wine, such as deep color, precipitation and turbidity, so that the consumption barriers of rice wine market can achieve a big breakthrough and truly meet the actual needs of the majority of drinking enthusiasts.
Author: A recent photo of Ou Tingjun).
Additional product innovation highlights the rice wine culture
As we all know, rice wine has a history of more than 2,500 years. The word "醽醁" in the "Xinhua Dictionary" is interpreted as an ancient Chinese wine, which means Chinese rice wine.
As far as the internal and external packaging design and positioning of domestic rice wine products are concerned, the external image of the product can not highlight the innate nobility of the wine, and lacks the unique product personality of rice wine, and the external image of the product is extremely inconsistent with the long-standing cultural connotation of rice wine. Then, it is not easy for rice wine to attract consumers from the appearance, so as to arouse their desire to buy. When consumers buy products, in addition to considering the core value of the product and the added value of their own consumption psychology, they will also pursue the "shape, color, artistic sense" of the product, etc., and even a large number of consumers judge the standard of buying the product, which completely depends on "whether the outer packaging has a connotation culture, whether the product is of high grade, and whether it brings auspicious meaning to itself". This is worth studying and considering for rice wine companies.
The final result of the development of any enterprise's additional products is to make consumers recognize, and the creative positioning of the bottle type, cap, bottle label and outer box of rice wine products must always adhere to the creative design principle of "consumer-centric". Only by truly thinking about what consumers think and designing and developing products that consumers love can we win public recognition.
Author: A recent photo of Ou Tingjun).
Innovative management and joint operation of the rice wine market
Under the influence of traditional thinking and regional factors, rice wine not only does not drink freely in China like liquor and beer, but also has a share and coverage in China's huge alcohol consumption market that is extremely inconsistent with the identity of "national quintessence" rice wine, and there are still many blind spots in rice wine consumption in the national market. Here, the author calls on China's rice wine enterprises above designated size to overcome the business thinking of "one side and all candidates", combine the characteristics of the enterprise itself and the market consumption trend, and seize the good opportunity of in-depth adjustment of the wine industry and healthy drinking. In terms of operation and development, we should really grasp the following aspects, so that the rice wine industry can truly dominate the world and show the true character of "national quintessence".
Innovative industrial management thinking is the premise. In order to achieve sustained, healthy and rapid development of the rice wine industry, in addition to doing a good job in the company's own internal technology, technology, management, management, and talent innovation and speed, various local authorities, industry authorities and leading enterprises play a leading role in the development of the rice wine industry.
Channel model innovation is the foundation. In order to stand out in the fierce competition in the liquor market and occupy a certain market share, it is necessary to change from the original "product transaction" to "brand value" marketing channel modelThe second is to change from a "single" model to a "complex" channel modelThe third is to establish a channel share operation model.
Brand marketing innovation is the magic weapon. As far as the brand marketing of domestic rice wine enterprises is concerned, although several leading rice wine enterprises have made gratifying achievements in the practice and exploration of brand marketing in recent years, they still need to be improved, and they should be carefully excavated according to the characteristics of the enterprise and location, and constantly innovate, so as to embark on a road of brand marketing innovation that truly adapts to the enterprise and the market.
Marketing service innovation is the guarantee. The concepts and consumer needs of regional economies, distributors and consumers in the market will continue to develop to a higher stage with the changes in the market. In terms of marketing strategy, rice wine enterprises should put loyalty, distributors and consumers at the center of the organizational structure, and provide value-added and optional services to various market regions, distributors and consumers through a professional marketing management team.
In the face of fierce market competition, Huangjiu people must have a good strategic vision and perseverance, continue to innovate, and have the courage to meet market challenges, in order to achieve the "quintessence" dream of Huangjiu.
The author, Ou Tingjun, is the first person to scientifically elaborate on the concepts of global brand, innovation, talent, and entrepreneur. He is the chief researcher of the Asian Business Think Tank, the business strategy consultant, and the special expert and chief researcher of the China Economic Expert Think Tank of the China Academy of Management Sciences. He is a well-known expert in domestic finance, brand, and management practice, and a number of authoritative columnists and poets in finance, brand, management, and literature.
Research direction: focusing on regional economy, rural revitalization, national industry, brand development research and enterprise business strategy innovation and creative management, through investigation and practice summary of many articles, views and suggestions, by the party and state leaders and many famous authoritative experts.