1 thought on “Golden wine successfully selling cases”
Diane
Recalling the past years, there are many classic marketing cases that have reminisced us. The creative means made us sigh, whether in a certain part of the marketing or the entire system process, or the specific planning process, there are many worthy of our learning and reference. Whether it is borrowing or more positioning, whether it is building potential or selling point planning, whether it is product innovation or marketing communication, it is worthy of our discussions and analysis.
Case 1: Huangshan Cigarettes
In the 1990s, cloud cigarettes were like the sky in the Chinese market, Hongta Group's Hongta Mountain, Ashima and other brands of cigarettes In the mainland market, it is widely sought after by consumers as high -end tobacco representatives. Faced with such a almost absolute monopoly tobacco brand, the Anhui Bengbu Cigarette Factory at that time was unattainable. In June 1993, the Anhui Bengbu Cigarette Factory developed a new product that can be comparable to Hongta Mountain, Huangta Mountain, in Huangta Mountain. How to break Hongta Mountain in the Anhui market at that time, the blockade of high -end products became the key to the company's consideration. At that time, the Bengbu Cigarette Factory was not a heavy level with the industry's popularity or spreading resources, and Hongta Group, the largest tobacco company in Asia. In Hefei, the city of Anhui Province, he carried out a national unknown cigarette brand suction activity to put the new products such as Huangshan, Hongta Mountain, Ashma, China and other well -known brands together for the brand. Second, China is third. Subsequently, the company quickly posted information on the market: cigarettes suction, Huangshan No. 1, Hongta Mountain second. And even the tiring soft articles quickly spread on the mainstream media across the country. Hongta Mountain was beaten by surprise. Huangshan smoke was a few clever public relations strategies that resolved the strong brand of Hongta Mountain in Anhui, East China, and even the national market. Using few resources to realize the dream of the country's rise, create a classic example of the clever challenge of the disadvantaged brands, and successfully realize the listing of new products. With a good start, with the "high sky and clouds, a new Huangshan" as the breakthrough, it focuses on Chinese -style grilled cigarettes. Brand, "Chinese phase, Chinese flavor", has made Huangshan smoke win the eyeball while winning the market.
The key to look at the success of Huangshan tobacco is to be more positioned, borrowing brand famous cigarettes, bundling it together, and then spreading quickly, laying a market foundation. First of all, Huangshan Tobacco puts themselves with the mainstream high -end brands to allow consumers and experts to suck, which means that its product positioning is a competitive product facing the high -end market. Even the product product itself has made Huangshan owns the ownership Instead of capital; second, the provincial capital city Hefei will spread quickly in the first time of the end of the product. Cigarettes suck, Huangshan No. 1, Hongta Mountain's second advertisement is overwhelming, realizing the first arrival of information, attracting the high attention of the media in the province; Make the product and brand cake. Therefore, Huangshan has cleverly spread such a theme in the national media. The theme content has moved from the product to a wider field of vision: China Tobacco: Huangshan No. 1, Hongta Mountain second, at this time, the Huangshan brand strategy attempt is basically Give it to the extreme.
Cases 2: Nongfu Spring
Around 2000, the competition pattern of China's water market has basically become a set. The national brands dominated by Wahaha and Lebai have basically achieved the division and eclipse of the Chinese market! At the same time, many regional brands are constantly impacting the water market, but it is often difficult to make major breakthroughs. At that time, the more representative aquatic products include Shenzhen Jingtian Space Water, Guangzhou Yibao, Grand Canyon, etc., and some high -end water brands, such as Watsons and Master Kang. However, the competition and mainstream positions in China's water market have not changed. It was at this time that the Hainan Health Hall began to enter the water market. The emergence of Nongfu Spring has changed the competition pattern of the Chinese water market and formed a strong rising star brand in the Chinese market. With the intensification of market competition, Nongfu Spring Spring gradually gradually gradually gradually gradually gradually gradually gradually gradually gradually became. Instead, Lebai has become the second largest brand in the Chinese market, and has created a disadvantaged resource brand to defeat the famous resource brand famous battle case. In the specific operation process, first of all, Nongfu Mountain Spring bought the exclusive mining right of the 50 years of water quality of Qiandao Lake. During this period, no water company could use Qiandao Lake water quality to develop aquatic products. Using the unique sound of opening the bottle to shape the difference, and to make the concept of "sweet", "Nongfu Shanquan is a bit sweet" has become a differentiated selling point; secondly, in order to further obtain the development and clean the industry portal, Nongfu Spring claims that it will no longer produce pure water. , And only producing more healthy, more nutritious farmers mountain spring natural water, and did the "narcissus comparison" experiment, three plants were placed in pure water, natural water and polluting water, respectively. The growth of plants in water and polluting water is obviously not as good as growing in natural water. As a result, Nongfu Spring draws a conclusion that natural water is nutritious water. The view of "natural water is healthy than pure water" has continued to spread through the mouth of scholars and children, so it has won influence. Nongfu Spring is in one go, firmly occupying the position of the top three in the bottle water market.
The success of Nongfu Shanquan lies in its planning and building momentum. On the one hand, it is continuously refined on the selling point. From the open cover of the bottle cap to a bit sweet, from a bit sweet to today's pH value test, it is claimed to be weak and weak. Alkaline; on the other hand, is good at hype and building momentum, and forms differences through comparison, and then improves themselves.
Case III: Wang Laoji
from 180 million yuan in 2002 to 2.5 billion in 2005. It is a rapid growth. During the Daoguang period, from a regional brand to a national brand, one was to change the concept. "It has become fashion and popular; the second is to spread the influential media -CCTV has spread to enhance influence and image. Of course, its red packaging has also gained sufficient visual impact and attractiveness, plus plus In the terminal and channel design, Wang Laoji has developed rapidly.
Case 4: Qiaqia seedlings
Qiaqia seedlings and selling a small melon seed from Anhui to the world. The appearance of Qiaqiang overturned the industry's game rules and integrated the industry. It changed from speculation to cooking, which not only extended the market, but also changed consumer behavior, evolved into casual food, and would not get angry. The seeds are cooked. "Differentiated positioning not only locks consumers, but also formed a unique selling point. Of course, Qiaqiaguo also focuses on cultural cards during the marketing process, and uses a collection card and other means to cultivate loyalty.
Cases 5: Graphita Dojo
The instant noodles as one fast consumer product, the emergence of grain dojo has also changed the rules of the industry. The change of changes is the change of process and mechanism. "Non -fried, healthier", advocated a new concept and method, and the unique selling point has also won the favor of the market.
In fact, society is constantly developing, and marketing is also advancing with the times. Whether it is a method or a means, whether it is a model or creativity, it needs innovation. The creativity and potential of listing; In order to effectively attract the attention and attention, the first thing that requires is to break and subvert the rules of the industry, attract leadership brand attention, or target leadership brand weaknesses. Second, whether it can attract the active attention of mainstream media; finally Divide competition brands. Of course, the selling point is not always a selling point, especially in the environment of homogeneous competition, what is needed is dynamic adjustment, advancing with the times and the market, and not only winning the eyeballs, but also winning the market.
Recalling the past years, there are many classic marketing cases that have reminisced us. The creative means made us sigh, whether in a certain part of the marketing or the entire system process, or the specific planning process, there are many worthy of our learning and reference. Whether it is borrowing or more positioning, whether it is building potential or selling point planning, whether it is product innovation or marketing communication, it is worthy of our discussions and analysis.
Case 1: Huangshan Cigarettes
In the 1990s, cloud cigarettes were like the sky in the Chinese market, Hongta Group's Hongta Mountain, Ashima and other brands of cigarettes In the mainland market, it is widely sought after by consumers as high -end tobacco representatives. Faced with such a almost absolute monopoly tobacco brand, the Anhui Bengbu Cigarette Factory at that time was unattainable. In June 1993, the Anhui Bengbu Cigarette Factory developed a new product that can be comparable to Hongta Mountain, Huangta Mountain, in Huangta Mountain. How to break Hongta Mountain in the Anhui market at that time, the blockade of high -end products became the key to the company's consideration. At that time, the Bengbu Cigarette Factory was not a heavy level with the industry's popularity or spreading resources, and Hongta Group, the largest tobacco company in Asia. In Hefei, the city of Anhui Province, he carried out a national unknown cigarette brand suction activity to put the new products such as Huangshan, Hongta Mountain, Ashma, China and other well -known brands together for the brand. Second, China is third. Subsequently, the company quickly posted information on the market: cigarettes suction, Huangshan No. 1, Hongta Mountain second. And even the tiring soft articles quickly spread on the mainstream media across the country. Hongta Mountain was beaten by surprise. Huangshan smoke was a few clever public relations strategies that resolved the strong brand of Hongta Mountain in Anhui, East China, and even the national market. Using few resources to realize the dream of the country's rise, create a classic example of the clever challenge of the disadvantaged brands, and successfully realize the listing of new products. With a good start, with the "high sky and clouds, a new Huangshan" as the breakthrough, it focuses on Chinese -style grilled cigarettes. Brand, "Chinese phase, Chinese flavor", has made Huangshan smoke win the eyeball while winning the market.
The key to look at the success of Huangshan tobacco is to be more positioned, borrowing brand famous cigarettes, bundling it together, and then spreading quickly, laying a market foundation. First of all, Huangshan Tobacco puts themselves with the mainstream high -end brands to allow consumers and experts to suck, which means that its product positioning is a competitive product facing the high -end market. Even the product product itself has made Huangshan owns the ownership Instead of capital; second, the provincial capital city Hefei will spread quickly in the first time of the end of the product. Cigarettes suck, Huangshan No. 1, Hongta Mountain's second advertisement is overwhelming, realizing the first arrival of information, attracting the high attention of the media in the province; Make the product and brand cake. Therefore, Huangshan has cleverly spread such a theme in the national media. The theme content has moved from the product to a wider field of vision: China Tobacco: Huangshan No. 1, Hongta Mountain second, at this time, the Huangshan brand strategy attempt is basically Give it to the extreme.
Cases 2: Nongfu Spring
Around 2000, the competition pattern of China's water market has basically become a set. The national brands dominated by Wahaha and Lebai have basically achieved the division and eclipse of the Chinese market! At the same time, many regional brands are constantly impacting the water market, but it is often difficult to make major breakthroughs. At that time, the more representative aquatic products include Shenzhen Jingtian Space Water, Guangzhou Yibao, Grand Canyon, etc., and some high -end water brands, such as Watsons and Master Kang. However, the competition and mainstream positions in China's water market have not changed. It was at this time that the Hainan Health Hall began to enter the water market. The emergence of Nongfu Spring has changed the competition pattern of the Chinese water market and formed a strong rising star brand in the Chinese market. With the intensification of market competition, Nongfu Spring Spring gradually gradually gradually gradually gradually gradually gradually gradually gradually gradually became. Instead, Lebai has become the second largest brand in the Chinese market, and has created a disadvantaged resource brand to defeat the famous resource brand famous battle case. In the specific operation process, first of all, Nongfu Mountain Spring bought the exclusive mining right of the 50 years of water quality of Qiandao Lake. During this period, no water company could use Qiandao Lake water quality to develop aquatic products. Using the unique sound of opening the bottle to shape the difference, and to make the concept of "sweet", "Nongfu Shanquan is a bit sweet" has become a differentiated selling point; secondly, in order to further obtain the development and clean the industry portal, Nongfu Spring claims that it will no longer produce pure water. , And only producing more healthy, more nutritious farmers mountain spring natural water, and did the "narcissus comparison" experiment, three plants were placed in pure water, natural water and polluting water, respectively. The growth of plants in water and polluting water is obviously not as good as growing in natural water. As a result, Nongfu Spring draws a conclusion that natural water is nutritious water. The view of "natural water is healthy than pure water" has continued to spread through the mouth of scholars and children, so it has won influence. Nongfu Spring is in one go, firmly occupying the position of the top three in the bottle water market.
The success of Nongfu Shanquan lies in its planning and building momentum. On the one hand, it is continuously refined on the selling point. From the open cover of the bottle cap to a bit sweet, from a bit sweet to today's pH value test, it is claimed to be weak and weak. Alkaline; on the other hand, is good at hype and building momentum, and forms differences through comparison, and then improves themselves.
Case III: Wang Laoji
from 180 million yuan in 2002 to 2.5 billion in 2005. It is a rapid growth. During the Daoguang period, from a regional brand to a national brand, one was to change the concept. "It has become fashion and popular; the second is to spread the influential media -CCTV has spread to enhance influence and image. Of course, its red packaging has also gained sufficient visual impact and attractiveness, plus plus In the terminal and channel design, Wang Laoji has developed rapidly.
Case 4: Qiaqia seedlings
Qiaqia seedlings and selling a small melon seed from Anhui to the world. The appearance of Qiaqiang overturned the industry's game rules and integrated the industry. It changed from speculation to cooking, which not only extended the market, but also changed consumer behavior, evolved into casual food, and would not get angry. The seeds are cooked. "Differentiated positioning not only locks consumers, but also formed a unique selling point. Of course, Qiaqiaguo also focuses on cultural cards during the marketing process, and uses a collection card and other means to cultivate loyalty.
Cases 5: Graphita Dojo
The instant noodles as one fast consumer product, the emergence of grain dojo has also changed the rules of the industry. The change of changes is the change of process and mechanism. "Non -fried, healthier", advocated a new concept and method, and the unique selling point has also won the favor of the market.
In fact, society is constantly developing, and marketing is also advancing with the times. Whether it is a method or a means, whether it is a model or creativity, it needs innovation. The creativity and potential of listing; In order to effectively attract the attention and attention, the first thing that requires is to break and subvert the rules of the industry, attract leadership brand attention, or target leadership brand weaknesses. Second, whether it can attract the active attention of mainstream media; finally Divide competition brands. Of course, the selling point is not always a selling point, especially in the environment of homogeneous competition, what is needed is dynamic adjustment, advancing with the times and the market, and not only winning the eyeballs, but also winning the market.