Internet wine industry marketing case analysis

Analysis of the marketing case of Internet wine industry
“Internet ” is the trend of the times, and the wine industry cannot escape. However, the specific industry should be ” Internet”, and some people in the road of “wine industry Internet” are walking, some people are still trapped in place, and some people have already set off … Below is Analysis of Internet wine industry marketing cases, I hope to help everyone!
Analysis of Internet wine industry marketing case 1 Case 1: Facing consumers through the Internet
If in the subsidiary of Yibin Wuliangye Co., Ltd. The Internet marketing activities carried out are of great reference.
If, Song Ruiming, the chairman of Li Liquor, in addition to having a public account- “with you”, the company has also established dozens of small WeChat groups based on consumers different interests and hobbies Essence For these groups of different interests and hobbies, they will never arrange special personnel on the one hand; on the other hand, the company will also support encouraging each group to carry out some collective activities. After long -term operations and maintenance, the number of people who will never be in contact with the public account and WeChat group of Li Liquor reached as much as 120,000.
Hing the pear wine industry did not realize the importance of Internet marketing and consumers when initially carried out Internet marketing promotion, but only because of the high cost of marketing and brand promotion channels for traditional channels, and promotion of new product promotion The market resistance is relatively large.
But from the perspective of marketing effects, their marketing and brand promotion methods that face consumers and care about consumer experience are obvious. Song Ruiming also bluntly stated that Internet marketing is never the most important marketing and brand promotion methods for the current and even future in the future. Human team.
For the products that never distinguish between pear wine industry can quickly open the market in Handan and even Hebei, Song Ruiming believes that their success is to achieve a close combination with consumers. On the basis of this close combination, focusing on consumption focusing on consumption The experience also actively provides consumers with more services. In the maintenance process of consumers, the company realized the combination of marketing, brand promotion, dealer management, and consumer data analysis, which provided a good market basis for the formulation of the company’s development strategy.
For traditional regional dealers, it is of great reference to the Internet marketing of Lijiu Industry.
Song Ruiming believes that, compared to brands such as Danjiu, which are never divided into Pear, Wuliangye’s national brand has high awareness in the market and has loyal consumers. Therefore, in the regional market, the market promotion resistance of the distributors of Wuliangye Company will be much less. Provide more convenient purchase channels and build an Internet marketing ecosystem in the region, which will definitely succeed in the regional market.
Cases 2: Actively expand Internet channels
In addition to further cultivating traditional channels, Wuliangye also actively expands Internet channels. In June 2014, Wuliangye signed a strategic cooperation agreement with Jingdong and reached a strategic partnership. Wuliangye also tailored the 1618 strong (618ml) new white wine for JD.com.
This is also regarded by Wuliangye as an important and critical year for expanding e -commerce channels. It is understood that Wuliangye will strengthen the professional construction of the e -commerce team, form a full -time team covering professionals such as operations, planning, design, logistics, customer service, etc. At the same time The support system gradually realizes the strategic positioning of Wuliangye e -commerce channels. In addition, Wuliangye will also prefer more e -commerce channel agency platforms to establish the initial e -commerce channel operation system in Wuliangye through cooperation with various professional e -commerce platforms.
The model of simultaneously transferring liquor products from traditional channels to online channel sales is different. The cooperation between Wuliangye and the e -commerce platform is first based on consumers. Standardize the online consumer market and integrate shared marketing data resources, so as to better contact the front -line retail market, in order to provide consumers with better products and shopping experiences.
Case three: Help brand communication and promotion
The 2015 WeChat user data produced by 2015 shows that as of the end of the first quarter of this year, WeChat active users have reached 549 million monthly active users. Multiple countries and regions. In addition, the total number of WeChat public accounts registered by the brand has exceeded 8 million, and the number of mobile applications has exceeded 85,000, and users who have carried out payment through WeChat have reached about 400 million. In terms of frequency, 25%of WeChat users open WeChat more than 30 times a day; 55.2%of WeChat users open WeChat more than 10 times a day. In China, WeChat has also covered more than 90%of smartphones. It can be said that WeChat is no longer just a mobile application, it has become an important tool for our lives.
During the Father’s Day just past, Wuliangye Corporation launched WeChat marketing campaigns named “Wuliang Wine, paying tribute to Father Love” through WeChat tools. During the event, WeChat users can get Wuliangye Wine by paying attention to the official WeChat public platform of Wuliangye and sharing this event page.
In the relevant person in charge of the Wuliangye Brand Management Department, this WeChat marketing activity is a brand new in combination with consumers as the core and emotional bonds to combine the brand promotion activity of Wuliangye’s low -degree series with hot events. Try.
According to the relevant personnel of the Wuliangye Market Service Company, the WeChat marketing activity of Father’s Day also achieved a good communication effect. On the first day, the number of WeChat tweets of the event reached 280,000. Since the launch of the event, the number of followers of Wuliangye’s official WeChat public platform has increased at a rate of 1,000 per day.
is worth mentioning that before the press publishing, a news came from Wuliangye that the company had reached a cooperation intention with the well -known domestic institutions, the University of Electronic Science and Technology, and intended to achieve a deeper strategy in the “Internet ” field. Cooperation, I believe that Wuliangye will be able to bloom more dazzling colors in the “Internet era”.
In online wine industry marketing case analysis article 2 Enterprise introduction:
gold seed wine industry is located at No. 302, River Road, Fuyang City, Anhui Province. State -owned enterprises of listed companies and eight subsidiaries. It was listed on the Shanghai Stock Exchange in 1998. Its brands mainly include soft seed wine, harmonious seed wine and drunk three autumn. The total revenue in 2017 was 1.29 billion.
The company network operation analysis:
It in terms of analysis of network marketing, Baidu, Weibo, WeChat, and Zhihu information were mainly selected. Mainly gold seed stock market and product introduction. Baidu Index shows that in the past ninety days, the search index is the highest of 466, and the white wine brand in the front line such as the Moutai index is 8500. Although it has gone through decades of development, the well -knownness of the gold seeds is as the first -line brands. There is still a very big gap. Search for the official Weibo of “Golden Seeds”. “There are about tens of thousands of fans, and the official Weibo is very active, but the fans are not active. Taking Maotai as an example, the fans are more than 10 million, and the two are in the micro. There is a large difference in the content of the blog. In addition to the introduction of the enterprise, it is a holiday greeting. Although there are also interaction, the participation is not high. In addition to the company introduction, Moutai also has an introduction to wine culture, festival interaction and lottery interaction. There are more forms of forms. And from the perspective of the number of praise and commentators, the interests of users are mainly wine culture and lottery, and there are few participants in other sectors. It can be seen that how to interact with customers for products such as liquor is an overall problem in the industry. . WeChat public account is similar to Weibo. The content of a single hole is still a big problem. Unlike Weibo, WeChat has added the purchase option to provide convenience for users who want to buy. Most of them appear in the news, and there are very few problems initiated by users. Please ignore it.
On the online sales channel, Gold Seed Group chose to set up an official store in Tmall and Jingdong Short, the scores of the store’s evaluation are all above the average. From the perspective of sales, the most popular is low -end liquor. It also operates high -end liquor in the store but there are not many buyers. Take Moutai to make analogy, and the rating of Tmall and Jingdong platforms is higher than gold seeds. From the perspective of product categories, Moutai also covers white wine at all levels of high and low. Similarly, the gap between high -end and low -end sales is very large. It is thousands of times the sales of high -end liquor. It can be seen that consumers are more inclined to buy low -end liquor on the Internet.
Analysis of conclusions:
Gold seed wine was the mainstay of the second -tier liquor, but from 2013 It started to decline, and now the assets have shrunk half, and they have long been ranked. Gold seeds hope to be e -commerce, but now it seems that the effect is not ideal. In addition to experience, the business management and operation model is Big problem. Although you are willing to develop online business, you have not seized the opportunity to propagate. At the same time, the narrowness of the customer group is exposed on the network platform. In the process of online marketing, he has adopted offline marketing thinking. It is difficult to occupy an advantage in online marketing. Today’s gold seed wine is difficult to reproduce the glory of the year, but the online market of liquor is still developing. Gold Seed Group still needs to spend a lot of energy to study how to carry out online sales and management reforms. The so -called “dead sheep make up for it, not late. “Today, in online marketing, it also provides opportunities for companies that seeks breakthroughs. The key is whether they can seize this opportunity to achieve counterattacks. In the process of online marketing, the popularity is a problem that the company must face. No matter what the offline fame, the online fame still needs to spend the energy to fight, and the popularity is wealth in a sense.
Internet wine Industry marketing case analysis article 3 Case 1: A normal regional wine company, how to obtain speeding growth through social marketing
1 Case background
The winery is located in an ordinary county -level market, and at the same time There is a long -established old brand as an opponent. The annual sales of the company are about 30 million, and the market basically follows the strategy. More than 90%of the sales come from traditional circulation channels.
Whether it is brand/product differences There is no way to talk about positioning, product structure, and profitability. “Following the meals behind others” is basically struggling to struggle on the line of profit and loss, which also represents the current situation of a large number of enterprises.
2 Solution of ideas
Clear brand and product differentiation positioning. Regardless of the size of the business, the brand’s products must have clear symbols and positioning. According to market competition analysis, we help companies make some higher prices supplements, targeting it for a target of higher prices, for targeting, for targeting, for targeting, for targeting, for targeting, we target them. Some government affairs and business markets.
In traditional channels, build core store alliances to focus on development. Carry out the construction of core finals, group purchase core terminals, and banquet -type core terminals. For the C -terminal, the B -side is also an important part.
The sinking and deepening the promotion and operation of the C -end. Locking a “return to the factory” one point for deep detonation, and the three major theme activities of the year are locked:
Chang drink festival return to the factory -send invitations to invite consumers to realize drainage back to the factory;
Xie Shi Banquet return to the factory — use teachers to drain, start some services such as the college entrance examination, Grade return to the factory -invite consumers to enter the core raw material production area of ​​corporate brewing, understand the high quality of raw materials, increase brand confidence, and use the deposit card mode to increase the conversion rate when returning to the factory. Online, basic data. Collection. Send some products and gifts (you need to scan the code to log in to the mall and leave the information in the mall, so that the data collection is completed), interspersed with a large number of various social society in the middle of the three major theme activities. Various small return factories, offline tasting, offline theme activities such as group/community promotion.
In enterprises need to use the return of the factory to interact with consumers. In any event, we will attract a hundred people Screaming and letting a thousand people know. It is necessary to spread themes, eventually dissemination, and serialization of the media -based media -based media. The work and upgrading of infrastructure such as factory appearance and factory appearance and other aspects The supporting facilities of online malls/small programs, as well as the management facilities for re -positioning, structure, and assessment of the organization functions.
3 phase results
The sales time for one year, sales exceeded 50 million. There are 60 core terminals, 10 group purchase core terminals, and 12 banquet -type core terminals in traditional channel construction.
T -end deep operations are mainly based on three theme activities. One year’s online platform collects more than 20,000 consumer information, and explosion models will be launched before the Spring Festival.
During the epidemic situation, the company’s online “banquet booking preparation to send super gift packs” has a significant effect. In just thirty days, there are more than 200 orders for online collection deposits.
Whether it is a new model or an old model, the banquet is a large market. Whether it is the owner of the business owner or the sales manager, confidence has boosted. In addition, in this process, the company also exercised the team, accumulated experience, and copied it outward to help companies achieve successful investment in the three target markets in the external region. As the market slowly recovered in the later period, this year’s established consumer market should not have any there should be in the consumer market. Difficulty.
4 The next step is to plan
Cario -community promotion and community promotion deepening operations. Deepen the relationship with consumers, such as a series of activities of parent -child activities, newborn feeding knowledge lectures associated with full moon wine and altar, and enter the community public welfare health knowledge lectures related to soaking special wines and other sales.
In addition, the company will seek some exotic alliances this year, make some love funds in the community, seek the government for some annual moving characters, do some public welfare time, strengthen the deepening of consumer relations, further realize the sales volume of sales volume promote.
5 Key element inventory
The winery should unify your mind. It is necessary to strengthen the new marketing promotion and operation management system of “integrating brand communication, consumer stirring, product sales trinity, and high degree of integration”;
This must focus on the detonation point, find a key core detonation point, deepen and do it through. This is critical. The unity of thought needs to be strengthened. If the organization cannot be seen quickly, it is difficult to improve confidence, and it will be difficult to unify the mind.
The cognition of many companies at this point is often not in place, and the channel distribution habits have been used. Now we are all individuals who have a very clear personality. After doing a good job of social relationships please come in.
For the return to the factory, the community is generally invited not to let go, even if there are only 200 people to 300 people. In the process, there must be a variety of pictures. Everyone’s attention. For example, send a set of pictures on the entire wine tasting session on the circle of friends. There can also be rewards for a limited time collection. In the later period, it will be pushed to the special soft text to make some media dissemination.
In the last sentence, we must pay attention to the method, rather than the naked dissemination, and the effect of consumer experience stores will have a certain discount.
Why can this wine company achieve B and C linkage? There is a key element in the middle: it is difficult to break through the sales volume when community marketing is certain, especially the banquet market is difficult to break through. All the banquet merchants have a pain point. The rest of the banquets can be retired. In such a case, the development and excavation of the B -end becomes particularly important.
Cases 2: The road to a new marketing of an ordinary dealer
1 Case background
The category structure and channel structure of this company still belongs to traditional wine merchants in the strict sense. Make hair buckwheat wine, reaching hundreds of thousands of sales in the first year.
The company’s sales structure still mainly comes from “Xiao Mao Shop”. It is more of the channel advantage of strong wine. It is a new category. Consumers’ cognition is still low -end. At the same time, compared to the market where the dealer is located is a strong local brand, banquets and business banquets have failed to be recognized and accepted by consumers.
later, on the one hand, it benefited from the help operation of Jinpai, and on the other hand, the company also deeply recognized the importance of differentiation. In the second year, the road to new marketing was fully opened to fully realize B and C.
The energy and resources have comprehensively entered the consumption end, and the promotion of “community marketing” is fully launched. Banquet -type core terminal store, forming alliances, and community operations.
The platform construction work of the “Regional Experience Center” began. He found a place, a brand display and communication platform; the “home” collected by traffic.
At the same time, the company tried to integrate the products, categories, and cross -border products centered on “a single consumer group diversification” as its core. There are three major pieces of consumer demand. The first is the career needs; the second is the needs of life; the third is social needs. Because it has gathered some consumer groups because of the local area, it is necessary to start a job on all groups. Essence
2 stages of sexual results
for more than a year, directly selling 5 million; the total scale ranges from hundreds of thousands to 8 million, and traditional channels are about 3 million; master.
The systematic construction of the “Experience Center’s Promotion Platform”, vertical distribution system, and the membership system quickly amplified. At the same time, around the needs of consumers’ “career, life, and social”, the company integrates more category and foreign alliance resources.
Career: more price and more products: At the same time, there is “tea”; “related products”: Ge Fan, this is just a need for people who often drink;
Social category: ” Healthy products “— Black wolfberry and saffron, we have used more gifts, dual -striped codes in inside and outside
Life: Red and white happy event, marriage and marriage, wine, big bottle drink; Scene consumption such as /enrollment and other scenes;
Thenian alliance: linkage of banquet hotels; wedding; cake shops; sports supplier suppliers.
In the new year, the company’s wool shop sales target is 10 million; new categories such as tea and other new categories are 30-4 million;
3 Key element inventory
First, there must be a home at home. To do social marketing, whether it is 200 or 300, the basic proportion that can eventually be converted into loyal fans is 10%to 15%, and loyal users may have only 20 or 30 people. Establishing a community separately in a different level will improve efficiency. At the beginning, we must focus on the BC linkage and build a vertical distribution system.
Stocks in the community, community, and circle to do the in -depth promotion in the early stage; adhering to the gathering of traffic -fan -hardcore -partners -business partners to lock the construction principle of the vertical distribution system on the C -end, deeply sink in; r;
The promotion of community marketing is to analyze personnel for specific markets, define the consumption structure as our main sales group, and we must dig deep in the influential community. Ten active elements grasp, in the early stage, sponsoring wine, providing costs or prizes, and engaging in activities together. If you must not come up, the business atmosphere is too heavy. Be sure to get recognition through participation and organizational activities.
Cular market marketing work is in the first stage of the beginning. It must be spread, influence, influence, and naturally selling. It also drives channels for marketing.
It cannot be sold directly. After recognition, you can use some “positive energy” theme actions to stir up the group members; after deeper, come to do some sales work.
Case three: The road to new marketing change of a “supermarket”
1 Case background
The sales of this supermarket for about 500 million, with many famous wine brands such as Wuliangye The imported wine brand involves excessive brands, and the capital chain pressure is greater.
The company product operation is mainly agent and distribution, transparent profits, and limited returns. At the same time, it is limited by various constraints and restrictions of upstream brand companies. It is difficult to break through in terms of channel innovation.
In internal organizations, on the basis of flatization, the company’s structure lacks core support soul, depending on the insufficient power of autonomous and spontaneous active changes, and the overall confusion.
What are the “corporate brands” accumulated in the company for many years, the “corporate brand” accumulated is very good, the radiation radius is large, it can effectively cover the markets of two provinces, high -quality channel resources, and continue to cooperate for more than ten years. A large number.
This suggested that the company’s “integrated supply chain platform for professional selection experts committed to the upstream of the industrial chain”, with the large downstream commercial network developed together, from “transaction” to “united”.
3 Products
The enhanced “channel model innovation” instead of “cross -border operation”. Here we need to build a three -level joint platform: provincial -level operating platforms, regional joint mining platforms, and core terminal promotion platforms. Not only do you sell goods to the downstream, but also a complete set of promotion and sales models to help downstream customers continue to make money.
The enhanced operation model innovation, jointly launched an investment platform in joint business, combined with the upstream product resources, and established a community of interests. The downstream core business partners are both investment shareholders and agents in various regions. The stickiness and tightness of the entire business have been strengthened.
The online wine industry marketing case analysis chapter 4 Marketing theme: entertainment instead of preaching
The people who first see Jiang Xiaobai’s product packaging often shine: ‘I am Jiang Xiaobai, life is simple ‘Fruits small glass bottle, printed with a “I am Jiang Xiaobai” LOGO and the cartoon image of a young man, as well as the Jiang Xiaobai quotation similar to “we may not be outstanding, but destined to be different”, so that this one makes this one. Products are more like new beverage brands, not liquor.
The distance from the traditional liquor brand, this is also the idea of ​​Tao Shiquan, the founder of Jiang Xiaobai brand: “We even consider whether this product is not defined as white wine, but created a new category. “
The want to jump out of liquor because liquor has become a negative word. Tao Shiquan said, “The liquor brand has always been” with “.” This is related to the entire social and cultural background. “Everyone wants to play a higher -end image than themselves.” The liquor brand also reflects the noble, history, history, history, history, history, history, history, history, history, history, history Rare, responsibilities, feelings and other “high” characteristics.
but not everyone likes to “hold it” in this way. Look at the night market consumption and self -drinking consumer market occupied by fierce wine and wine in recent years. It is difficult for the liquor brand to be loved by young people. In fact, the strong Volga may not have fragrant Fen wine delicious; the culture of liquor is not shallower than wine. However, the brand advertisement of “living knights”, or a set of rules of alcohol reviews in a “live knight style” brand, so that ordinary consumers (regardless of age, gender) feel his connotation.
“Traditional culture must communicate with consumers in modern languages.” Tang costumes and women’s twelve music squares at the APEC conference packaged traditional culture in modern ways, which was inspired by Tao Shiquan. “There are still traditional things in the bones, but the way to communicate with consumers has become more modern and fashionable, so that it is easier to be accepted.” Different routes- “Literature and Art” route.
“There is a male guest of the” If You Are the One “program, and when he came to power, he washed himself and said he was very ‘literary youth”. In Tao Shiquan’s view, this means that the social and cultural atmosphere has changed. It is no longer to play a “better self” every day, stick gold to his face, but expresses the true self to express it frankly.
“This is an attitude, the attitude of literary youth, and the attitude of entertainment.” Tao Shiquan made Jiang Xiaobai’s brand image based on this attitude. “Jiang Xiaobai is an entertainment brand, entertainment. It is not a preaching.”
brand design: When young people look at it, they feel like they are
. There is Grandpa KFC in the United States, but China has no uncle dumpling. If you have a personality image, it will be easier to spread. Since it is a spiritual brand with entertainment, it should be expressed in the image of the public. Therefore, when Tao Shiquan designed the image of Jiang Xiaobai cartoon, he made a request to the designer: it must be a popular face in the post -80s and post -90s generations. Anyone seemed to see himself.
A popular face, plus Jiang Xiaobai style quotes (currently more than 50, and continuously increased), the image of a literary youth is on the “bottle”. “I am me, I stand here, I am Jiang Xiaobai, you like it if you like it, you can participate; if you do n’t like it, you do n’t like it, and I will not please you.”
Inner things.
changes in market demand
The social and cultural atmosphere. Under the influence of the Internet, people’s social methods are also changing. New social tools allow people to use lower costs to form different social circles.
Is when others are still suspicious of social marketing, Tao Shiquan has explored a set of effective methods, using social marketing to drive the brand and drive sales.
“The use of social marketing well has only been pondered recently.” Tao Shiquan explored a new way of communicating with consumers through the combination of online and offline.
The first step of this method is to find the leader of the opinion. Find one or two opinion leaders through online or offline relationships. These opinion leaders may be the local V, or grassroots large. They generally have a certain appeal in a certain area or a certain field (such as a sports or entertainment), and often have some offline gatherings. Therefore, behind these opinion leaders, there is a real social circle.
After finding the opinion leader, the next step is to communicate offline with him. In offline communication, “Our products can easily be liked by the other party. After they like it, he will share it in his circle of friends through Weibo or WeChat.” However, the greater benefit of the leader of the conclusion is that it can be appropriate. Participate in circles.
“I just need to grab one or two incident points in the circle.” For example, in May this year, a local kart club of Chongqing held a kart contest, which attracted some local “fashionistas” to participate. Tao Shiquan himself I also participated in the competition. “Mix themselves as a person like them.”
After becoming a “celebrity” in the social circle, Tao Shiquan and friends in the circle shared the Jiang Xiaobai product he created, which became natural. Friends in the circle will also take such social activities together with Jiang Xiaobai, and send a photo with Jiang Xiaobai to send to social platforms such as Weibo and WeChat.
So, while “playing”, consumers’ initial experience and word -of -mouth communication were also resolved.
“The most afraid of this era is that you have no topic and no news.” Obviously Tao Shiquan fully borrowed this. Whether it is the leader of the opinion, offline activities, the Jiang Xiaobai brand, and the founder Tao Shiquan themselves, they are all topical. With the topic, there is attention. “Many people only see friends on Weibo send photos. Before they see the product, they have the desire to buy.” Tao Shiquan was often asked: Can Jiang Xiaobai buy it here?
In a number to testify the effect of the Jiang Xiaobai brand’s active spread by consumers. Searching on Sina Weibo to search for Weibo within a day of “Jiang Xiaobai”, there are generally more than 20 records. The other similarly positioned liquor brands are generally only five or six or less records on Weibo every day.
The number of Weibo cannot explain how much difference. But if you carefully analyze the content and source of these Weibo, you will find that Weibo related to Jiang Xiaobai is more of consumers spontaneously. With reference to another liquor brand, although it has established an official Weibo and the content of each Weibo has made great efforts, UGC (user -generated content) is far less than Jiang Xiaobai.
S social marketing is not one -way transmission, nor is it just online interaction. Without offline contact, there is still no connection with consumers.
“There are so many liquor brands in the country, which one is so well known to consumers? This is what I have not felt for more than ten years.” Tao Shiquan himself felt very excited. Jiang Xiaobai, who originally intended to attract the post -80s and post -90s, unexpectedly attracted uncle -level post -70s and post -60s in the spread. “This represents a powerful force. Youth lies in the feeling, not age.”
“Innovative innovation in the name of youth, in the name of youth, and the name of youth, it deeply insists on the traditional Chinese wine industry tradition. The conservative lack is sticking to the uniform historical and cultural demands, and the lively contemporary humanities will be disappeared. “This words deeply stabbed the hearts of the boss of liquor.
has developed to now, Jiang Xiaobai’s image is no longer a liquor brand, but has become a cultural and creative company. Its success is worthy of further investigation by our people who learn ‘marketing’ majors.
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