Written by Ok.
As the saying goes, people sell a mouth, goods sell a skin, and people who have goods in their hands and are very good at shouting are more comfortable in business. But in this year's market environment, many people have fought to break through the bottom line in order to sell goods.
The key is that this year's market conditions are poor, people's purchasing power can't keep up, consumption is downgrading, it takes time for the environment to change, the pressure on channel merchants is great, the market is slow, many products are hanging upside down, and the wine sellers are shouting that they can't hold on.
Despite the difficult market conditions, there are still people who are very good at selling alcohol. For example, Moutai dares to raise prices against the market;For example, Wuliangye knows how to shrink the market and protect the marketFor example, Luzhou Laojiao knows how to make profits;For example, Zhenjiu Li Du is very good at using "reverse roadshows" to capture people's hearts;For example, a new fragrant liquor has found a way to eat social dividends.
The charm of baijiu lies in the fact that there are many consumption and marketing scenarios, which can directly hit people's hearts.
If you sell wine, I will be behind you, blending tenderness for you", which depicts a kind of life comfort and happiness for the wine seller;"The merchant girl doesn't know the hatred of the country, and sells liquor all day long", which describes the hardships and conditions of the wine sellers;"A real man who is drunk for a dream", you can see both wine and human disposition between words;"The woman who sells wine in Jiangnan restaurant is very beautiful, and her arms are as white as snow when she sells wine and pulls up her sleeves", similar to this kind ......of scene built with wine as a medium, which is pleasing to the eye
After the epidemic, the vast majority of practitioners are struggling with the involution of liquor, which is an indisputable fact. Because of the involution and competition in the stock market, it is difficult for the liquor industry to find an exciting value depression - for the masters who can sell liquor, since it is difficult to find a value depression, it is difficult to find reverse business opportunities from the value highland.
At present, there are three highlands of value in the liquor industry. They are the financial, business and social attributes of liquor.
In the face of these three highlands of value, the companies that will sell are choosing their own goals to launch a charge to these highlands, and those who are the first to make a profit have already gained, such as Moutai to create financial attributes and powerful social networking, Wuliangye to reap business dividends, and some new liquor power representative brands, with circles, communities, new retail, and social liquor as the starting point, and strive to expand the social benefits brought by liquor.
It's just that in the process of the liquor brands launching their own charges to the three highlands of value, everyone is taking their own advantages, showing their strengths, anchoring different selling points, and striving to achieve their own differentiated advantages.
In the above three highlands, what everyone sells is not wine, but brand and placeholder, emotional value, social ability, and premium space. Therefore, whoever can rank among the three highlands will be the one who can best show his strength in selling wine.
At present, the financial attributes of liquor are the most difficult to build, and Moutai is obviously at the top of it;The business attributes of liquor are the easiest to be diluted, and the advantages that Wuliangye has established before are gradually fading because the siege of brands such as Guojiao 1573 is gradually diluting;There are a wide range of ways to capture social attributes, but the requirements for brand tonality are also relatively high, which is indeed another big highland for liquor competition in the future.
In the past few years, taking advantage of the "soy sauce wine craze", many new brands have emerged in the market, which are either customized by dealers, or independent brands created by wineries, or cubs born after external capital entered the game. The frequent iteration of new brands has not only led to a more fierce market competition, but also brought difficulties to themselves.
There are three main dilemmas for new liquor products: First, in the crowded liquor track, it is difficult for new brands to obtain competitive positions, and the threshold for entering the market is higher than before;Second, in the context of diversified Internet information, it is more difficult for new liquor products to establish brand awarenessThird, in the absence of a market foundation, it is difficult for new liquor products to gain consumer recognition, and unless they can find another way, the cost will be very high.
The market position of the old brand-name liquor is established after a long-term fierce battle, and the industry status of Moutai, Wuliangye, Yanghe, Fenjiu, Luzhou Laojiao, Gujinggong and other liquor leaders can not be shaken at present, which is mainly due to its long brand history, profound cultural heritage to bring about consumer cognition, information communication is relatively smooth, famous liquor manufacturers continue to promote the brand and market penetration, word-of-mouth establishment, etc., have already achieved mental invasion of consumers, and these are incomparable advantages for new brands.
In the liquor market, where famous liquor is overwhelmed and the pattern is established, new brands have nowhere to speak, which may be the biggest dilemma they face.
In the face of the market barrier built by the old famous liquor and old liquor brands, is there really no chance for the new liquor to emerge?Not really.
In the past few years, the cluster rise of new power liquor, some people have taken the position with community marketing, some people have come out of the circle with crowdfunding, some people have become famous with the new retail model, and some people have circled the market with the help of the partner model.
Breaking into the market for new liquor products is like playing a game and drilling into an alley, you don't know which alley can be unimpeded, and you don't know which alley will be a dead end. But as long as you firmly grasp the social nature of baijiu, there is still a lot to do.
For example, a certain fragrant liquor that has been quietly deployed in the market recently, and it is the social value of liquor that is actively grabbing. It cleverly avoids the financial attributes of liquor dominated by Moutai, and also cleverly avoids the business field of mid-to-high-end liquor, but carefully opens up the market on the social attributes of liquor with stronger topicality, and establishes its own liquor appointment paradigm through the brand value that everyone can agree on, thus opening up a new "new track" of value social networking with "liquor as a medium and circle recognition".