Since 2016, when the Moutai brand craze set off the craze in the production area of Moutai Town, the "soy sauce wine fever" has continued to heat up in the industry, whether it is the rise of new soy sauce wine brands in the first and second tiers, or many soy sauce wine "white labels" have ushered in a blowout growth in sales. After 2018, the soy sauce wine boom has ushered in an unprecedented explosive growth trend surrounded by foreign capital, and "high-end, healthy and scarce" are closely related to the soy sauce wine category. Whether it is the head soy sauce wine or the small and medium-sized soy sauce wine brand, they have achieved explosive growth during the category bonus period.
With the spread of the global epidemic in 2020, the closure and control of the political and commercial wine scene and the depression of the economic environment led to the backlog of a large number of distributors across the country, until the soy sauce wine boom cooled down in 2021, and the category development entered a new round of adjustment. In the past two years, the integration of the core production areas of soy sauce wine has become more and more obvious, and the leading soy sauce wine enterprises have been put into production and expanded, and the market competition has intensified. The continuous integration of small and medium-sized soy sauce and liquor enterprises, and the beginning of many small and medium-sized soy sauce and liquor enterprises began to reduce and suspend production, which can't help but lead to thinking, whether small and medium-sized soy sauce and liquor enterprises will no longer have the opportunity to turn over in the futureNot really.
A brief analysis of the operation of typical small and medium-sized soy sauce wine brands
Type 1: Actively follow small and medium-sized soy sauce wine brands.
This type of small and medium-sized soy sauce and liquor enterprises mainly adopt products, packaging and marketing strategies that imitate the top brands, and compete for market share in the way of low prices and marginal balls. Although this method can attract consumers to a certain extent, in the long run, it is difficult for products that lack their own brand identity and unique competitiveness to develop sustainably.
Type 2: Dislocation competitive small and medium-sized soy sauce wine brands.
This type of small and medium-sized soy sauce liquor enterprises avoid head-to-head competition with the top brands by adjusting their product positioning, and seek market operation space in the secondary price segment of the leading soy sauce liquor brands. They usually adopt low-price dislocation competition strategies to meet consumer demand for mass-priced soy sauce wines, while focusing on improving product quality and their own brand image. This strategy still has a certain survival space for small and medium-sized soy sauce wine enterprises.
Type 3: Subdivide and differentiate small and medium-sized soy sauce wine brands.
This type of small and medium-sized soy sauce wine enterprises focus on personalized and exclusive customized wine, and provide personalized soy sauce wine customization for different consumer groups and scenarios. Through innovative product design, diversified marketing methods and multi-type channel combinations, we continue to enhance brand awareness and reputation. In the highly competitive soy sauce wine market, differentiated customized small and medium-sized soy sauce wine brands are expected to find a unique development path.
Four key game-breaking strategies for small and medium-sized soy sauce wine brands
1) Improve product quality and strengthen consumer identity.
In the process of market competition, the core competitiveness of small and medium-sized soy sauce wine brands is to improve product quality. By continuously strengthening the refined production and brewing process, selecting high-quality brewing raw materials, and scientific liquor storage, we can obtain stable and high-quality soy sauce wine products. In addition, due to the lack of consumer awareness of small and medium-sized soy sauce wine brands, the core selling point of the product is driven by quality, and strive to let consumers drink the best quality liquor at the same price, so that consumers can perceive the real benefits. So as to win the trust and love of consumers, and fully strengthen the quality recognition of the core consumer group.
2) Cutting the mass stalls and forming dislocation competition.
In the context of the industry where the soy sauce wine category continues to focus on the head brand, small and medium-sized soy sauce wine brands are bound to find another way to focus on the mainstream public boxed wine stalls in the market and build a "double dislocation competition pattern" of market operationSecond, it forms a "category dislocation competition" with other liquor brands in the same price range;In addition, if small and medium-sized soy sauce wine brands want to win the opportunity of future market competition, they must build a "niche market" of their own brand, and it is recommended to market the heavy consumption of soy sauce wine outside the non-core soy sauce wine production areas, such as Henan, Shandong and other core soy sauce wine consumption provinces. Such provinces now have a good perception of soy sauce wine consumption, but the overall consumption level of public boxed wine is not too high, and the brand awareness of mainstream soy sauce wine has not yet been fully solidified. Small and medium-sized soy sauce and liquor enterprises in such regions can compete for market share by making efforts in terms of advantages and taste characteristics.
3) Create a brand identity and accurately capture the audience.
In terms of brand building, small and medium-sized soy sauce and liquor enterprises need to choose a different path from the leading enterprises, that is, to create an exclusive brand identity with corporate characteristics. With the help of corporate culture, brewing technology, wine storage and other aspects of differences, to create a unique brand image. Limited by the limitations of the company's own resources, it is necessary to innovate in brand promotion, formulate targeted marketing activities, make full use of the Internet and other online communication media, to achieve a lower cost of promotion effect, and strive to achieve "loud, frequent and fast" publicity and promotion principles. In addition, enterprises can also use IP events and cross-border alliances to increase brand awareness and expand brand influence. In the process of consumption promotion, it is necessary to accurately determine the target consumer group and carry out targeted cultivation. In this way, it will become a high-profit small and medium-sized soy sauce wine enterprise with a model of "small and refined, small and strong, small and beautiful".
4) Excavate market segments to meet individual needs.
The brand competition pattern of the mainstream consumption track of the soy sauce and wine category has almost taken shape, but the demand for consumer diversification is still expanding. Therefore, small and medium-sized soy sauce and wine enterprises need to enter the market segment and tap the differentiated consumption needs of consumers. For example, by providing services such as enterprise-specific customization and personal customization, we can create a unique consumption experience for consumers. In addition, enterprises can also develop distinctive cultural and creative soy sauce wine products according to consumers' personal preferences and regional characteristics, so as to meet consumers' personalized needs for products. By making efforts in market segments, we can not only increase the market share of products, but also strengthen consumer satisfaction.
To sum up, although small and medium-sized soy sauce and wine enterprises are facing various difficulties under the pressure of leading enterprises, they will still have the opportunity to turn around by improving product quality, building characteristic brands, implementing key operational strategies such as dislocation competition and tapping market segments. In the fierce market competition in the future, only by constantly innovating and seeking breakthroughs can small and medium-sized soy sauce and wine enterprises find space for survival and development, so as to achieve sustainable development goals.
*: Great Aim Wine Review).