Contemporary import red wine marketing 10 dead acupuncture point!

With the continuous development of red wine market, import red wine and domestic war between red wine also gradually upgrade, but no matter how marketing changes hands, the key is the use of these methods and concrete operation is to attract the targeted eye and hidden in the endless purchasing power behind them, famous brand marketing experts, blue elder brother wisdom the marketing consultants in international CEO which sir points out, at present the import red wine marketing existence the following 10 dead acupuncture point:

A, appeal, unknown.

As is known to all, the import red wine start market, want to have the diversity of the appeal to the consumer in the interests of the unique commitment, but market and industry rise from the start, appear on the market the dazzling red wine concept is really don't know, such as aging, pits, making, year caches of wine, manor wine, chateau wine, dry red wine region, oak, small region wine and so on. And again with these consumers do not understand the concept of the market voices raised, how to attract consumer interest?

Second, selling point is not focused.

New red wine products listed in operation always seeks new selling points, but due to the different footing, some agents not from market start feeling, but from the self identity self appreciate Angle to creative product's selling point, to stay in the high-end market of consciousness, to stay in a few elite, red wine lovers harsh red wine consumption in the way. Even now a lot of imported wine brand reduced the price to is one hundred yuan, many people or red wine at a respectful distance.

Is it stick to the sender's red wine culture or from their bondage, this is a problem.

Actually, let a person contradiction is not only the red wine drinking method, and as a red wine culture part of the origin, year problem. Import red wine in the domestic brand to build brand, stressed that his winery, insists that his brewing process, but those who obscure origin, chateau name, consumer is hard to remember. Also, a lot of the time, different winery, different red wine only have very subtle difference, if not a red wine connoisseur, it is difficult to see the different nuances of red wine, and enthusiastic.

Three, brand tension deficient

The brand is the??????? Some say the brand is a kind of symbolic. In fact, disclose, the brand is the reason you choose. You buy a package, you why want to choose LV, gucci? Didn't have no better than they better? Not. Because they are a in the circle known brand. We all live in the circle, the brand should first in the circle is known to all, otherwise, it is too small to produce the sales. Second, a good brand, must be more outside the circle are widely known. Brand, is to let you have a reason, a reason to show off, a can choose to reason.

And we import red wine brand effect in where?

First import red wine many even brand all have no, what about the brand effect? Import red wine brands are even said no no exaggeration, consumers see so many imported wine brand, actually remember, also can't tell, and is about the same, how to remember? People buy things have a heart: buy your familiar thing, also is buying insurance. So, don't know don't know, general won't choose. Also, Chinese consumers don't know how to distinguish between red wine quality level, year, region, etc. Many people are not go abroad, who know the region how good and bad? Good and bad year is but others said it, we don't know.

Consumers how to choose? Consumers with what choice? The only way out only brand. Only have the brand effect we can be the object of consumer choice.

Four, channel control is weak

At present, China's wine market there are channels diversity and relative monopoly (approach fee), that makes the market regions of space, is extremely complex, this requires not only need winemakers relative abundant capital as a market into, needs to be more correct strategy and flexible combinations. While the imported wine agent in most financial strength on at a disadvantage, even if foreign grapes wineries abundant funds, but in crisscross China before the wine market, also need to err on the side of caution.

Face this kind of situation, and seizes the domestic wine share is the import red wine development and expansion of the inevitable choice. In a competitor's weak link, with the regional market find breakthrough and as a new force. Some domestic strong brand with area front of the long pull, channel range is very wide, in resource allocation to the average, will show many weak area and the weak channel, and homebred brand is more than the agency system, because of historical reasons, agency policy more extensive, and more and more prominent contradiction manufacturers. Due to limited resources, three major brands will have to main resources and energy on the main battlefield, to maintain consolidate its existing interests, this to import red wine made cuts.

Five, pay attention to the number of advertising, ignore promotion quality

Advertising to import of red wine is a function of the start, but not "huashan a way since ancient times," have you noticed that many famous brand advertising and we see every day, but sales performance is not satisfactory, the key is to market promotion quality is not quickly follow up advertising communication effect, finally XingBuCheng superposition combination propaganda advantage, it is difficult to have impact on the market. I believe that many people have had such experience, see on television a imported alcohol advertising, then ask friends: this wine you seen no? Where can I buy that? The answer is consistent: don't know. So everyone began for the enterprise the advertisement love dearly. Obviously, at present there are many imported wine this awkward situation, advertising in the low quality of red wine to identify degrees lower.

Six, market promotion dislocation

First of all, a lot of red wine agent is no wine operation experience, also is the so-called dilettante capital. Mostly in foreign trade and the process of the local good product that, the wine culture influence by foreigners, think good wine needs no bush, thought that the good product by foreigners Chinese also recognized, and with international vision evaluation of Chinese wine market; But, they often is not really understand Chinese liquor market and the Chinese wine culture characteristics. In addition, the capital of endurance is another aspect of the deep and the objective reality.

Second, from product cultural background, lack of channel planning, in the traditional Chinese wine type of marketing and investment promotion mode. As authorities have to fan outsider, once in the wines market of the production and sale of circulation practical link, a lot of businessmen are difficult to grasp the market strategy and lost, to the traditional Chinese liquor product marketing, but often have little impact. Because red wine now although mass consumption tendency, but, red wine consumption culture boom is still not form the mainstream consumer culture, so, the traditional business model to reflect the value of the products, we can say, tens of thousands of people visit the effect of the exhibition as only a few people who took part in will become a good effect.

Seven, inefficient management

Red wine market the complexity of marketing management in the need to be more closely, the import red wine marketing is pure plow fine do, human intensive, in the management of that is more effective to perform to science, such as marketing team management, to dealers, various types of terminal of the management and guest feeling maintenance. That is, to rigorous and to play the subjective initiative, and therefore must be solid, which permits no ambiguity. This must be asked China's enterprise especially liquor enterprise study, such as yanghe blue classic, etc.

Eight, do not take the talent introduction and training

Import red wine marketing the localization, the must play the localization of talent, because red wine belong to immature industry, because fewer talented people, especially business talent. This need to talent recruitment and enterprise management, have reasonable treatment also want to establish the corresponding reward mechanism, and develop a stable and can edgy competitiveness team.

According to the blue elder brother wisdom international marketing consultants understood, as the imported wineries to national conditions and the market is not familiar, often spend high pay please some man of average ability, or was to admire, or only experience no theory height, sitting on the important leadership position, make the enterprise go a lot of curved road. So import market to choose talent in very carefully.

Nine and market operating ability is poor

Many red wine marketing personnel, like with experience and physical strength to handle affairs, no further study, improve their wishes,, the product market atrophy and running to another product, anyhow jump around, mentality blundering pushy and enthusiastic. Just think in today's age of excess product, if the lack of new thoughts strategy, have a crush on the same old story, how can you WanDeZhuan?

Ten, too superstitious ideas

Import red wine market operation is key to specific executive seriously implement, actual combat more to the actual effect, like blue elder brother the international marketing consultants wisdom advocated "the actual combat to create customer value", the real nature of solid exercise for enterprise provide targeted market solutions. And some manufacturers often superstition in creative ideas master, if they pass the market the baptism of sweat and tear that you regret that China really out of the mastermind of actual combat from several? Actual combat is the hard truth, actual effect from planning, but is more from dry out of combat.