Hengshui Laobaigan and Jiang Xiaobai are two cases that are discussed from time to time in the marketing circle. The characteristics of these two brands are obvious. The public relations promotion is good, but the marketing results are not satisfactory.

Let me talk about the problems and opportunities that I think Laobaigan has.

The historical perception of Laobaigan as a category is that it is “not very expensive.” It is not easy to change the perception that Laobaigan is relatively cheap. Not being on top is not a unique characteristic of Laobaigan, and the characteristic of not being on top is not It has a great sense of value and cannot be used to create high-end cognition.

What Hengshui Laobaigan needs to be a high-end wine is a rock that makes people recognize it as a high-end wine.

Laobaigan made the mistake of sitting on a strategic wall. It wanted to use one brand to occupy both the Laobaigan category and high-end wine. This kind of strategy is difficult to succeed. The Laobaigan category does not represent high-end (in fact, it represents mid- to low-end, which conflicts with its current high-end appeal), and the high-end position is already occupied by brands.

Lao Baigan has two strategic opportunities.

For a new brand to be successful, it should be the first product in a new category; or, the new brand should exist as the opposite of the leading product. If Laobaigan wants to position itself as a high-end brand, it must either seize the position first and use its advantage of "the highest award in the World Spirits Competition" to propose the positioning slogan of the first brand of high-end spirits and occupy the position of the representative of this high-level liquor category, or it can Standing on the opposite side of Moutai, put forward the positioning slogan of the pioneer of new liquor (this is more difficult, because the cognitive advantage is difficult to find). This was Lao Baigan's first strategic opportunity.

The second opportunity is to represent and expand the Da Lao Baigan category.

Those who have different opinions on Laobaigan’s failure to reach the top basically do not recognize it as a high-end benchmark against Moutai. Everyone thinks it is a mid-to-low-end wine.

Laobaigan, not high-end, mid-to-low-end wine, is what Laobaigan already has in the minds of customers. Changing people's minds is an extremely difficult task in our over-communicated society. It's much easier to discover and exploit what you already have.

Laobaigan can take advantage of this existing position in the minds of expected customers, price mid-range, target brothers for drinking, become the first brand of mid-range banquet liquor, and expand the Laobaigan category.

Wine has a very obvious feature. It uses price to bring awareness.

If Laobaigan mainly recommends the price of 99 199 299.

Continue to promote the previous promotion of drinking to be manly. . Then exaggerate the emotional appeal of brothers drinking and not being afraid of getting drunk.

Then the coordination is not good enough. It works great.

In addition to high-end banquets, banquets, gatherings of friends, brothers, social brothers, comrades, etc. are also a scene with a lot of consumption. This kind of drinking scene usually has six or seven people, who are constantly drunk. It's really useful for this drinking scene when you don't get drunk. (It gives me a headache when I’m drunk, and not getting drunk is a strong need for this kind of banquet)

When a brand destroys its existing positioning, or the business operation fails to allocate resources according to the positioning in the customer’s mind, not only If customers do not accept the new investment, they will waste huge assets of the company and even destroy the company - Deng Delong

Put a poster of Xiaolangjiu. Next, let’s talk about Jiang Xiaobai, who has a close relationship with Lao Baigan.

Jiangxiaobai lacks a dominant consumption scene. The scene of drinking and gathering with small bottles of wine that everyone thinks does not belong to Jiang Xiaobai. That was just a scene where Jiang Xiaobai was consumed, not a scene that belonged to Jiang Xiaobai.

The position of the small bottle of wine belongs to Xiaolangjiu. It does not belong to Jiang Xiaobai. It doesn't mean that Jiang Xiaobai can seize this position just because he has a small bottle and a certain reputation.

Small bottle wine and youth small wine are two locations, two consumer groups, and different consumption scenarios.

The consumption scene of gathering and drinking small bottles of wine is closely related to Xiaolang Wine. Jiang Xiaobai cannot establish a dominant position in this consumption scene. The main group of people who drink and drink liquor with friends every day are heavy consumers of liquor (not young people who don’t drink liquor very much). Regardless of brand reputation, brand grade, sense of identity or taste, small bottles of Xiaolang liquor are the best. The first choice for this group.

(People who are accustomed to drinking liquor will not choose Jiang Xiaobai. There should be few who have objections to this statement.) And the usual gatherings of young people for drinks are not consumption scenarios where Jiang Xiaobai can dominate. In more cases Next, the drinks people choose are cola, juice, Wanglaoji, craft beer, red wine, and foreign wine. Most people do not consume liquor (a very low proportion of people will choose Jiangxiaobai most of the time. They will definitely buy it, but the frequency is not high. )

Jiang Xiaobai has a problem and an opportunity.

Jiang Xiaobai found a location for Youth Wine, and with the help of social media dividends, he used Weibo and WeChat to implant this location into the minds of young people, but it did not find a motive for Youth Wine A clear and dominant consumption scenario. The current gatherings, banquets, and nightclubs are not scenes that Jiang Xiaobai can dominate at the moment. Xiaobai has not achieved explosive growth in catering channels, KA stores, or nightclubs, whether he is making pure drinks or mixed drinks (mixed wines) The mainstream consumption scene is nightclubs, and that scene is dominated by J?germeister and other foreign wines, but the mixed drinking method will be a key point for Jiang Xiaobai’s sales to explode after he finds the source consumption scene)

Because There is no unique consumption scenario of its own. Although Qingchun Xiaojiu has a good position, it has never achieved sales results that match this position.

A single spark can start a prairie fire, but if there are only a few sparse clumps of dry firewood on the grassland but there are large green trees and grasses, let alone start a prairie fire, the fire will go out when the dry firewood runs out. If you want to start a prairie fire, you must first find a grassland full of dry firewood. Jiang Xiaobai is the same. If he wants to form a consumption trend, he must find a source channel and group of people that are densely packed with dry firewood and easier to ignite.

College students are the vanguard of trends. For Jiang Xiaobai, this grassland with intellectual resources and demonstration role is the campus. Jiang Xiaobai’s planning for the strategic origin period can refer to J?germeister, which was initially considered unpalatable and described as smelling of kerosene. However, by focusing on the origin crowd of college students and focusing on the origin channel, university bars fermented and became popular. Let's learn from Red Bull, which has become a hot seller of extreme sports by focusing on high-potential people - "extreme athletes".

Successful companies tend to be highly focused on one product, one service or one market when they start.

Jiangxiaobai’s strategic opportunity is to continue to strengthen the awareness of youth liquor, choose to focus on the source group “students” and focus on the drinking method “mixed drinking”, and occupy several Jiangxiaobai consumers through strategic matching Cognitive advantage, but no one occupies it, consumption scenario with strong demand for drinking liquor.

For example, a student’s first love breakup, the passion of watching football in the dormitory and socializing in the bar, the sorrow of divorce at the university graduation party, the depression of breaking up when bidding farewell to campus, and the failure to apply for the first job when bidding farewell to youth. Bitterness, the memory of youth at the first class reunion, the scene of liquor drinking that revolves around them drinking away their sorrows, inspiring and socializing, satisfying the students' emotional needs to express "frustration, love and friendship", using Jiang Xiaobai's good copywriting to * **Ming. It will take ten years to consolidate this type of drinking scene and cultivate consumer sentiment and habits.

As batches of student customers integrate into society, they will naturally extend Jiang Xiaobai’s consumption habits to parties, workplace team building, and nightclubs. After falling in love with Jiang Xiaobai, they will also Switch to another brand? I think most won't. Unless there is a banquet with high-end demand (high-end banquet itself is not a consumption scenario that Jiang Xiaobai should pursue), he will try Moutai Wuliangye. However, this situation is completely different from cultivating liquor users for others as mentioned on the Internet. Like and scene needs You have to drink something different. Even customers who like to drink other brands have to switch to Moutai Wuliangye in high-end occasions. After this high-end banquet is over, people will still drink the brands they are accustomed to consuming.

Jiang Xiaobai should not rush to develop mass youth. It took Microsoft 10 years to achieve annual sales of 100 million U.S. dollars. It took Wal-Mart 14 years to achieve annual sales of 100 million U.S. dollars. Red Bull is here It took 9 years to achieve global annual sales of 100 million U.S. dollars, and it also took 9 years for the red canned Wong Lo Kat to achieve annual sales of 1 billion yuan in China.

Focusing on the source crowd in the early stage and developing slowly can protect the brand from concentrated and sudden negative impacts during the gestation period, and effectively prevent the "hula hoop effect". Products of new categories or new brands will inevitably have some flaws. The slow pace of advancement gives brands time and opportunity to revise products and improve various operations based on market feedback, minimizing factors that trigger negative reactions.

The strategic allocation focuses on channels and public relations activities.

In terms of channels, Jiang Xiaobai can set up a campus business department, which will be responsible for opening and operating Jiang Xiaobai bars inside and outside the campuses of first-class universities at home and abroad, and opening student-themed izakayas in malls such as Joy City, where young people gather. , while cultivating student agents, focusing on KTV, restaurants, supermarkets and online platforms around the school to carry out saturated channel distribution.

Public relations can be for-profit, such as peripheral co-branded products, training, music festivals, and competitions. Through this integrated sales and public relations marketing approach, Jiang Xiaobai’s drinking scenes and consumption sentiments are implanted into students’ minds. (Don’t underestimate the consumption power of liquor by students and the consumption capacity of the student market. Try counting from the time when junior high school students are broken in love, plus universities in Hong Kong, Macau, Taiwan and foreign countries.)

Small Enterprises want to fight guerrilla warfare, find a position that is small enough to hold, and cultivate it intensively.

Only by focusing on a narrow market segment can a brand gain a place in the minds of customers.

Only by focusing a company or brand on a niche market in which it can be a leader for a long time can a strong company be cultivated and ensure future success.