Today’s liquor market is obviously oversupplied and fiercely competitive, and the messaging of liquor advertising is also a powerful dragnet. If liquor advertising cannot establish a unique and personalized brand image, it will easily be overwhelmed by information about other liquors.
Which liquor dares not to advertise?
Whether it is the central station or the local station, in short, when you turn on the TV, the smell of alcohol will come out. I haven’t counted how many liquor ads there are in one night, but if I watch them all in one night, they will basically make me drunk. Now take advantage of the wine and talk some nonsense. If you say it well, it's because Ye Maozhong is good; if you say it's not good, it's mainly because he drank too much.
The large number of alcohol TV advertisements in mainland China and the large proportion of TV advertisements they account for are indeed surprising. In short, the message is that liquor production is oversupplied and not advertising means losing the market.
There are more than 40,000 registered wineries in China, but the market capacity is always equal to "10". As the market share of this kind of wine increases, the market share of other wines will inevitably decrease. This is a cruel "zero-sum game" and no one can escape. No, even Moutai, which is famous all over the world, has appeared in advertising, so which liquor dares not to advertise?
The embarrassment of liquor advertising
Everyone knows that there are two It is difficult to advertise two products: one is cosmetics and the other is liquor.
If thirty kinds of wines were poured into thirty glasses respectively, and the top wine masters in the country were asked to sit down and taste them, who could tell which brands these thirty kinds of wines were? Except for a very few liquors that have distinctive personalities, most liquors are not much different from each other as far as the products themselves are concerned.
Since wine has no characteristics, many wine advertisements can only focus on the brand. There is nothing wrong with making a fuss about the brand, and it should be possible to find a bright road. But the problem is that most of today’s liquor advertisements only rely on rhetorical techniques in language, purely playing some word games, and seem to have no other choice. Let's take a look at a few:
"East, West, South, North, Middle, good wine is in the bow" - rhyme.
"Old wine on credit lasts forever", "Whether you ride in a Mercedes or not, you have to drink Qinchi" - homophonic.
"I heard that the emperor is obsessed with that kid", "that kid is indispensable in the family" - pun intended.
"Baodu wine, the treasure among wines" - palindrome.
"Compatriots gather together and drink Cao Xueqin's wine together; rejoice and rejoice together and drink Cao Xueqin's wine together; rejoice and celebrate together and drink Cao Xueqin's wine together" - Parallelism.
"One heart and one mind is to unite the people...the six and six great successes are all to unite the people" - Shu Lai Bao.
The singleness of the picture processing techniques can also be seen everywhere. Qinchi’s wine bottles are flying, Beijing Chun’s wine bottles are flying, Hongxing Yujiu’s “Red Star” is flying, and Shuanglunchi’s wine bottles are flying from beginning to end. So many wine bottles and trademarks are dragging a rocket-like tail, filled with fuel and flying around on the TV screen. They are chasing each other to contribute to our aerospace industry and add glory.
Similar creative ideas lead to the phenomenon of advertising following the trend, which greatly destroys the uniqueness and recognition of the brand. Everyone is doing the same things and saying the same things. Popular songs and clothing are a dream come true, but the creation of advertising itself is definitely the biggest failure. Advertising originally exists to create a distinctive personality for the brand, to establish a unique and easily identifiable image for the brand, and to build an intrinsic, profound and eternal brand value for the product. How many of today's liquor advertisements have fulfilled their responsibilities? And how can distilleries, which have always been unconventional, tolerate their advertisements looking so similar to those of their competitors?
The products they advertise are all We hope to leave an unforgettable and beautiful impression on consumers so that they are willing to accept it. But a good impression cannot be left by just flaunting yourself there. While many liquor advertisements talk about themselves and express their "goodness", they forget the content behind the "good" words. As a result, most liquor advertisements are just a big, empty piece of clothing, which is worn but cannot hold up.
Another, simpler solution is to turn to celebrities for help. Ma Ji held up Zhang Gong wine and laughed innocently: "It's not a good wine, can I recommend it to you?"
Jiang Kun wished that everyone would drink Jinjiu, but he advised: "Although Jinjiu is good, don't be greedy!" Wang Ji returned to Kong's house through "Beijingers in New York". Jiang Wen broke the law and held a space wine "concert". It should be said that these are all well-known actors. Some of the products have caused a temporary sensation through the actor's name. There are also products whose brightness was overshadowed by the actor's brightness and reduced to background foil. There are also cases where the actor later replaced other products. The product is advertised, and embarrassment inevitably occurs.
The embarrassment of liquor advertising does not end there.
If we list some liquors that have suddenly become popular in recent years, such as Kongfujia, Kongfuyan, Qinchi, Shuanglunchi, Cao Xueqinjia, etc., we can find these popular brands They all belong to the "new family of liquor". The waves behind the sea of ??wine push the waves ahead, and it is indeed a formidable one.
However, some old brands of liquor, which have a long history and have accompanied their fathers through thousands of miles of life, have mostly been lost in the dust of the years. Some old brands of liquor can't help but wonder: It is never said that the older the liquor, the better it becomes. Okay? Why are all the ignorant people in power now? Are we really out of step with the times?
Some people may say that the real situation should not be like this. But that's mostly true now.
Where is the way out for liquor advertising?
In my opinion, the relatively successful advertising of liquor brands in recent years is mainly reflected in two aspects: first, accurate product positioning; The second is to focus on building brand image. The former should be Lanling Xilinmen, and the latter should be the outstanding performance of Kongfu Family Wine.
Drinking wedding wine is a common event in Chinese people's lives. Wedding wine is drunk at weddings and funerals, which has formed a specific consumption habit. "Chinese people's wedding wine - Lanling is happy". Positioning the product as wedding wine is very flattering in itself. The advertisements also actively cooperated, and there was a joyful atmosphere as soon as they appeared. The colors are festive, the music is festive, and the plot is even more festive: my sister gets married and celebrates, my brother-in-law-to-be comes for a blind date and celebrates, he puts on his doctorate hat and celebrates his birthday, and his old father celebrates his birthday. They are all happy events that people hope to happen, and they are all wedding wines that people are happy to drink. Xilinmen is in line with people's yearning for beautiful and happy events, and has become a symbol of happiness in people's lives. It suddenly has a special meaning of existence. I have been drinking wedding wine for thousands of years, but I have never heard of a kind of wine specially prepared for weddings. Now Xilinmen has filled this gap. This is the success of Xilinmen. The disadvantage of "happy" is that there are too many festive images in TV commercials now, which affects the advertising effect of "Happiness". If the processing of festive images can be distinguished from ordinary festive images, such as personalized design in terms of environment, actors, and sound, the recognition effect of advertisements will be better.
Kongfujiajiu is also a new role in the wine family. Because they are young, they have a strong sense of modernity. Before many old brands even thought about advertising, they had already used the influence of "Beijingers in New York" to propose that "Confucius's wine makes people miss home", which inspired a large number of wanderers who traveled to other places to have deep feelings. Ming. But the true brilliance of the Confucius family is far more than that. It is very clear that simply betting on famous actors is unreliable. It then proposed that "the wine of the Confucius family makes people love their family", and by "Love family" extends to "loving everyone (country)" and "building a family", step by step perfecting and enriching the image of "homesick, loving home, and building a family" of Kongfu Family Wine, establishing a cordial and friendly atmosphere for Kongfu Family Wine The brand image of being friendly, proactive and caring for the world is visible, tangible and tangible to consumers. Unfortunately, recently many of Kong's advertisements have gone back to the old way of strong sales, making them unclear and shy for a while.
You can also take advantage of the fact that most liquor advertisements don’t even understand this principle and just make a big deal out of it. Although there are a lot of liquors advertised every day, only the advertisers themselves know the real effectiveness of the advertisements or the ratio of input to output.
Today’s liquor market is obviously oversupplied and the competition is fierce. The information transmission of liquor advertisements is also very powerful. If liquor advertisements cannot establish a unique and personalized brand image, they will easily be overwhelmed by other liquor information. . It is better if the product itself has a unique personality, otherwise you will have to rely on advertising to add value to the product.
In fact, there is not much difference between most liquors. The question lies in whether the added value of advertising to the product can become a beautiful reality?
Qinchi's "Biao Wang" made a fuss The sensational effect is definitely big enough, but can Qin Chi’s added value become a beautiful reality? It remains to be seen. Qin Chi's bid for the title is more of a news effect, with too many disharmonious elements mixed in. Not everyone can take this road. Besides, for now, it seems like there are more negative impacts. Qin's advertising appeal for "eternal green, eternal Qinchi" is also confusing and difficult to agree with. Maybe Qinchi wants to create the image of its green food. Not to mention whether this image is valid for liquor, Qinchi's advertising performance alone has shown to be empty and weak, and cannot be accepted by consumers. The added value of advertising to Qinchi It is also difficult to reflect. It can be seen how important brand image is to liquor advertising. However, Qin Chi spent so much money but failed to create his own brand image, and even failed to achieve at least one of the things that advertising should do, which makes people feel regretful.
As described above, today’s liquor advertisements have a single expression method, relying too much on the play of text techniques, and lacking true advertising creativity in a deep sense. If advertising creators can broaden their minds, think in multiple dimensions, take product characteristics as the basis, and seek to differentiate the brand image carrier as the fundamental purpose of advertising, liquor advertising will surely stand out and truly add value to the product.
With the same combination of paper and tobacco, Marlboro can become a strong and masculine cowboy, Jian brand inspires people's yearning for leisure, "555" has become a symbol of high technology, and Paramount has constructed A warm and romantic world for couples. Success comes out of nowhere, and the creativity of foreign tobacco advertising is breathtaking. China's wine culture has been accumulated for thousands of years, is colorful and has profound meaning. A glass of wine may have contained countless joys and sorrows in life, and a glass of wine may have created countless swan songs that will be passed down through the ages. Faced with such inexhaustible liquor culture materials, how many unforgettable and valuable liquor brand images have we created?