This article from: Huaxia wine news network

From the beginning of the 1990s to today, China health wine industry has experienced nearly 30 years of wind and rain course. Although has maintained the rapid development trend, but compared with liquor and health products industry, still develops slowly.

Since last year, under the environment of strict control of "three public consumption" and "alcohol prohibition", the domestic liquor industry is in a new round of adjustment period. With the current consumers' attention to healthy drinking and the formation of rational consumption concept, health wine will become a new choice of daily drinking for the majority of consumers. In the next few years, health wine industry will usher in a golden period of rapid development.

The study found that in terms of domestic health wine enterprises, many companies are in a small scale, lack of management thinking, product development ability is weak, product and market positioning not accurate, marketing and service consciousness is hard to meet the needs of today's market competition, enterprise and product cannot reveal cultural connotation, character and effective utilization. In view of this situation, the author puts forward the following suggestions.

Consumer recognition, product development is the premise

Product development mainly includes two parts: core products and additional products. As a health wine, its core products mainly include traditional Chinese medicine formulation, base wine brewing and blending technology; Additional products mainly refer to product name, bottle type, bottle label, outer packaging and product structure. At present, in the domestic numerous health wine core products, many products have "color, fragrance, taste" is not good, additional product design is insufficient, can not meet the needs of consumers.

According to the author's multiple in-depth questionnaire survey on the health wine market shows that 85% of consumers have a strong sense of health care in drinking. Consumers generally reflect that drinking health wine is the pursuit of health and taste of enjoyment, genuine, beautiful and generous, can highlight the cultural connotation of the product is also the focus of consumer attention. These objective and real market reflection requires health wine enterprises to increase the transformation of base wine brewing technology or choose high-quality base wine, to ensure the reliable quality of base wine. At THE SAME TIME, UNDER THE CONDITION THAT THE ORIGINAL COMPOSITION OF HEALTH WINE IS UNCHANGED, THE SCIENTIFIC BLENDING OF DRUG EXTRACTION AND DIGITAL EXTRACTION TECHNOLOGY AND SUPERIOR BLENDING TECHNOLOGY CAN REALLY MAKE HEALTH wine OUT OF THE MISTAKE OF POOR COLOR, AROMA AND TASTE.

In addition, in the development of additional products, should jump out of the design thinking of "imitation" and "traditional curing", according to the product connotation and regional characteristics, design a good image and visual effects suitable for the personality of the product, improve the affinity of the product, to cater to more consumer groups.

Product positioning science, advertising creativity to be appropriate

At present, most of the products of Chinese health wine enterprises are lack of a clear positioning, resulting in the whole health wine industry into an embarrassing situation that is neither health care products nor alcoholic products. An unclear positioning of the product, it is difficult to form scale consumption. Because the article source Chinese wine newspaper this, in the product positioning, enterprises should first make sure that our products are not medicine, nor health care products, but beneficial to human health wine. Secondly, to highlight the connotation of the product and its personalized role, so that the majority of consumers enjoy the fun of drinking at the same time, but also to achieve a universal sense of health care effect. At the same time, different and personalized product positioning and creative strategies are used to completely avoid the meaningless competition of traditional wine products, lock the target population, and truly let the majority of consumers have a sense of identity and acceptance of this product.

Regarding product price positioning, enterprises should focus on investigating and meeting the emotional aspirations of target groups. The degree to which competitive products satisfy consumers' desires is the determining factor of their own product prices. Abandoning the traditional price positioning, focusing on the size of product packaging, weight and the principle of "penetrating the whole middle and low market with ordinary low price, and enhancing the brand image with high-end products", to work out the product price with "people-oriented awareness", which is the basic requirement for Chinese health wine enterprises to adapt to market competition.

In DEPTH MINING THE CONNOTATION OF THE PRODUCT AND REGIONAL cultural CHARACTERISTICS, WE SHOULD effectively FIND THE ENTRY point, PUT FORWARD new ideas and effectively integrate ALL kinds of publicity channels, form a core breakthrough, quickly radiate into the market, improve the image of the product, and EXPLODE the product sales.

Product demand segmentation in place, leading consumption is the core

In the marketing practice of enterprises, whether the products can be extracted from scientific, accurate and tension appeal points, and subdivided into place and effective integration, determines the success of products in the market. From the perspective of health wine industry and market, the author believes that it can be refined from the following eight aspects:

One is to quote authoritative remarks and articles, refer to authoritative data, with the help of authoritative institutions, invite authoritative units to drink and other methods;

Second, from the advanced technology, patent, formula, production process and equipment, to find the appeal of this product, refine the concept of alienation on business trips;

The third is to find the product appeal points from the quality, function, convenience and ability of the product;

Fourth, to increase the attractiveness of products to consumers by comparing products, services and prices;

Fifth, we provide a series of services and commitments to consumers by providing high-quality "three happiness" services.

Sixth, according to the positioning of its own products and services, grasp the healthy drinking recognized by consumers and popular consumer psychology, refining consumption points;

Seventh, based on the product and service as the carrier, to create a kind of psychological comfort and spiritual satisfaction for wine consumers, to cultivate the target population's trust and loyalty to health wine;

The eighth is to get the support and recognition of the whole society through public relations activities and emotional appeals.

On health wine demand subdivision, integration of enterprise and the market resources, make full use of all kinds of transmission and transmission means, target groups of the repeated advertising to create a good atmosphere of product, to target consumers in the hearing, vision, feeling all can memory especially deep, have a good impression, making it to the product consumption desire and motivation, purchase behavior.

Marketing channel innovation, community marketing is a magic weapon

In the market environment of cruel competition of all kinds of wine, "differentiated marketing" is the most worthy part of the marketing mode innovation of domestic health wine enterprises and is not easy to be copied. It is essential to make the product, marketing strategy and tactics, to form its own unique strategic methods and means with core competitiveness. If the domestic health wine enterprises want to occupy a certain share in the wine market and form a good industrial scale, they must take "manufacturers' all-round alliance" and "e-commerce network" as the business strategy. We should make great efforts in marketing channel innovation, and implement "channel sinking" and "segmentation" comprehensively in response to various target markets with good distribution strategies. Organize a competent marketing team, and continuously work with dealers in various markets to expand the network of restaurants, supermarkets, pharmacies and community retail outlets in the market under the jurisdiction of the "carpet", so as to achieve deep distribution and extensive coverage. At the same time of expansion, we stick to the principle of "branch expansion and chain promotion" strategy, to truly achieve where the products go, where the promotion, product display and product promotion in line, three-dimensional sense and good visual effects, truly form a scale effect in each regional market.

Although many health wine enterprises are aware of the importance of community marketing activities, have entered the community to carry out a series of brand promotion activities, but there are still many problems. Health wine into the community promotion, is not a simple community activities can be completed. But for the sales of health wine enterprises, if properly used, it is indeed an invisible marketing sword, and can form an invisible carrier for enterprises. It can vivid "service", in-depth and detailed emotional communication to the majority of consumers, is the best way to eliminate the obstacles of consumer trust in the market. Therefore, only through the deep emotional communication between the marketing team and consumers, can we achieve the highest level of health wine enterprise service marketing. As a truly meaningful community marketing activities, first of all, to avoid the traditional business practices, seize the hot issues of community and consumer's inner thoughts, incisively and vividly expressed in the activity, close to the distance of the enterprises and consumers, increase the feelings, let them to our enterprise and products generate goodwill and identity, let the enterprise products are widely spread in the community. In this way, both the brand and product image can be rapidly promoted in each community, and the product will be naturally successful.

Close to the people to highlight the word of mouth, promote the brand is the key

With the intensification of market competition, the value of health wine products is not only limited to the product itself to give consumers a single demand to meet, more important is reflected in the product can extend a series of value-added value and so on. Therefore, "people friendly service" has become the cornerstone between the construction of product value and customer demand satisfaction, it is the biggest selling point of the market expansion and promotion of health wine enterprises, but also an important aspect of highlighting the core competitive advantages of health wine enterprises. Were, in fact, the business of health wine enterprise value innovation "populist" service innovation, enterprises "populist" service including "service dealers and to serve the customers" two level, if on the "populist" service level operation in place, so, health wine enterprises series products can be based on market and occupy the market quickly.

First OF all, enterprises must have the mentality of both prosperity and loss, take the "people-oriented service" project as a century-old plan for the survival of the enterprise market, and implement the eternal "nanny" and "people-oriented service" for dealers in each target market. Make every effort to reduce the business risk of the dealers in the target market, follow up, return visit, supervise, guide and manage the dealers' market operation according to the investment situation of each market, and diagnose the problems encountered in the actual operation of the market, solve the real problems in the market, so that the market operation can form a virtuous circle. In addition, it can also regularly train all the dealers in batches, organize the dealers to exchange market, learn from each other, and realize the sharing of resources and experience. Provide excellent and professional technical support to dealers in each region, so that they can become marketing professionals in this market as soon as possible. Effectively achieve the development of a market, do a good job in a market, success in a market, the consolidation of a market "sound management" strategy, the realization of manufacturers market win, for enterprises to follow the market investment and promotion to provide a good platform, for the enterprise market scale operation to lay a solid foundation.

Secondly, we should try our best to provide a good platform for the "user-friendly service" of consumers. Health wine enterprises can on the "populist" service, outstanding service flexibility, to extend the time of "friendly service", through the guidance of door-to-door delivery, attract popularity, purchase and integral preferential promotion strategy, can with other competing goods form the difference, or tracking customer needs change, emphasizes the leading product technology, superior quality, constantly building brand excitement. At the same time, to extend the service means to streets and communities, through one-to-one interaction, close the distance between enterprises and consumers, let consumers feel our health wine enterprises "love first, pragmatic" professional "people-oriented service", which is the key to enhance the brand public welfare and reputation.

Under the environment of economic structure transformation and upgrading and a new round of adjustment period of liquor industry, the domestic health liquor industry is full of unprecedented development opportunities, but the cruel market competition also pushes the enterprise to an innovative management era. It IS urgent for health wine enterprises to change their development mode, innovate their management thinking, persistently do a good job of "three complete services" for the society and consumers, and create the core competitiveness of China's health wine enterprises, so that they can truly become the creator of leading China's health wine consumption.

(The writer is managing director of the Asia Operations Think Tank.)

In this paper, China industry news 】 【 site: http://www.cnwinenews.com/html/201405/19/20140519095326161005.htm