I can introduce their performance to you for your reference.
That will make them lose motivation. I give them grades to calculate, for example
Under the performance of 65,438+00,000, I give 2 points to 20,000-40,000, I give 4 points to 8-65,438+00, and I give 65,438+00. It is almost the pinnacle of a salesman to achieve so many achievements.
I hope you succeed.
Before discussing the high-end products of domestic wines, it is necessary to give a clear definition of what kind of wines can be called "high-end products". Generally speaking, in any industry, high prices and high consumption are called high-end consumption, and the carrier is high-end products or services. However, with the passage of time, the improvement of consumption transparency and the rise of rational consumption trend have made consumers realize that "high price does not mean high quality". In recent years, adverse events in some large wine enterprises in Portugal have greatly dampened or even broken the confidence of some consumers in domestic wine products. Therefore, high-end wine products should be defined as: it can not only achieve the harmonious unity of high price and high quality, but also penetrate the brand culture. Wine consumers will experience the spiritual pleasure brought by products and brands while enjoying "value for money" products.
Al ries, one of the authors of marketing communication bestseller Positioning, once said in a passionate speech: "High price is not a bad thing. For a specific target consumer, if Rolex is very cheap, then wearing it has no distinguished status. " For wine enterprises, how to make their high-end products sell successfully needs to design a set of marketing strategies suitable for them. We will discuss the marketing strategy of high-end wine products from the following five aspects.
1. Conceptual marketing strategy
According to the "positioning theory", enterprises need to occupy a specific position in the minds of consumers if they want to realize the differentiation of brand image. The core of positioning is to determine the focus of appeal and show the selling point of goods to effective target consumers, not the complicated public. Although this will reduce the audience size, the significant increase in the effective arrival index is still superior to the "stall" strategy regardless of the cost after mathematical calculation. At the same time, the accurate definition of target consumers creates conditions for operators to conduct more effective two-way communication and contact management, and at the same time reduces the difficulty of advertising appeals and makes them more targeted, so the marketing effect can be predicted and grasped more accurately, so as to achieve "targeted". To this end, enterprises can explore and create "concepts" to remind consumers of their own brands. In layman's terms, it can be understood as finding a "selling point" for your own products.
Of course, from the initial stage of China wine industry, all kinds of brand giants have been the agitators and admirers of various concepts, and every time a new concept is introduced, it is the reason why high-end wines demand high prices from the market. The introduction of wine concept products can play the following roles: first, find USP (unique sales proposition) in publicity to effectively distinguish the target market; Second, it provides a channel for enterprises to launch new products and create new profits; Third, it is helpful to further promote the consumption culture of red wine. Some of the wine concepts in Daphne's market are aimed at wine producing areas, such as Yantai's "International Wine City", Yunnan Nanhong's "No.1 Squeezing in the World", Penglai, one of the seven largest grape coasts in the world, Changli's "China Dry Red Wine City", Huailai's "China Grape Town" and so on. Some concepts are aimed at product characteristics, such as aging, cellar storage, cellar brewing, vintage wine, manor wine, winery wine, old grape, tree age, dry red wine in oak barrels and wine from small producing areas. The creation and dissemination of these concepts have created round after round of profit contributions for leading brands of wine enterprises.
2. Personalized customization strategy
The so-called "personalized customization" means that on the basis of mass production, the enterprise regards each customer as a separate market segment and carries out marketing combination according to the specific needs of individuals to meet the specific needs of each customer. With the rapid development of economy, consumers' demand for goods is not only to meet the prescribed quality standards, but also to meet personalized needs and expectations and realize differentiated consumption.
At present, the pricing method adopted by wine producers is "cognitive value pricing method", that is, the key to pricing is not the seller's cost, but the buyer's perception of value. The key of cognitive value pricing method is to accurately determine the market's perception of the value provided. For the target consumers, personalized customized wine is not universal, inaccessible and scarce, and the mainstream consumers of high-end wine are price-insensitive consumers, which makes it possible to demand higher prices. The personalized customization mode in the industry originated from Changyu's whole barrel order for high-end market in 2003. In this mode, high-end target consumers can make their favorite combinations on grape varieties, years, packaging and bottle labels. Of course, the price of personalized customized wine also makes ordinary consumers sigh. A barrel (300 bottles X750ml) costs 80,000 yuan, and Changyu has sold 300 barrels so far. Among them, 93 barrels were sold in 2004. On March 12, 2005, Changyu announced in Guangzhou that the first winery club in China, Changyu Caster VIP Club, was officially put into operation. Take the club as the form, take culture as the core, and communicate with consumers one-on-one. Personalized customized wine through professional service and experience consumption has opened up a new channel for the marketing model of high-end red wine, which is also of reference value to other red wine enterprises. For example, in order to solve the problems of small consumption and printing accuracy in the process of developing wedding wine for some companies, we can make full use of the development of sub-brands such as "Centennial Harmony" and "Love of the Whole City" to realize personalized customization, which can not only cover a wider range of target consumers, but also solve some problems of cost increase caused by low sales.
3. Sub-brand and sub-brand development strategy
Generally speaking, when the product line types of enterprises are not very relevant, or enterprises can adopt a multi-brand strategy of developing different sub-brands under a unified enterprise brand in order to distinguish products of the same category and different grades. For example, Swiss watches and clocks, according to the needs of different target consumer groups, have launched high-end brands such as Rolex and Omega, mid-end brands such as Longines, and low-end brands such as Meihua and Ingrid. If an enterprise keeps the main brand unchanged and adds a new name to the new product after the main brand when developing products, it is called sub-brand development strategy.
Each major brand has its own specific personality and cultural connotation. Wine enterprises spread a series of brand images such as fashion sense, history sense, affinity, mystery sense and green sense to market audiences. However, with the further refinement of the target consumer groups, we can try our best to distinguish different consumer groups with "sub-brands" or "sub-brands" and design a suitable "brand" for each different consumer group, which can better meet the psychological needs of different customer groups. The main brand can give authoritative protection and support to the sub-brands, and the sub-brands can add new brand connotation to the main brand, thus enhancing and perfecting the brand image of the enterprise.
Judging from the current industry development, influenced by factors such as industry scale, enterprise strength and market maturity, the development of sub-brands is not realistic because of the high publicity cost. Therefore, the sub-brand development strategy is an option for mature brands to launch high-end new products and mass brands to cut into the high-end market. At the same time, it can also be used as a means for low-end brands to cut into high-end markets and enhance brand image to a certain extent. At present, the successful sub-brands in the market mainly include high-end products developed by mainstream mature brands such as Changyu Jiebaina, Changyu Caster, Yantai Great Wall Red Manor and Huaxia Great Wall A Zone. The naming of sub-brands is often popular, pleasant to hear and easy to spread. For example, Changyu's Caster, Cabernet Sauvignon, Yipin Natural Great Wall Wine Development, Chinese Style, Red Manor and Green Manor can all be used as good sub-brands to enrich the main brand in the process of brand building. In addition, the names such as "National Beauty and Fragrance", "Lotus Out of Water", "confidante" and "Old Moon" with sufficient Lenovo space can be developed into sub-brand names of mature wine brands.
4. Promotion strategies for business and government banquets
The reputation of "zero media" is regarded by modern marketers as a marketing model with virus characteristics. It is the cheapest information dissemination tool and the most credible propaganda media in the world today. Renee Dye, a management and marketing expert at McKinsey & Company in London, and her colleagues found that there are certain rules to follow when using word-of-mouth marketing to create explosive demand: creating word-of-mouth through experience, building word-of-mouth through stories, enhancing word-of-mouth through knowledge and influencing word-of-mouth through services. In this process, in order to maximize the scope of word-of-mouth communication, there is a concept in economics called the demonstration role of consumption. Usually, people from every social class will be on an equal footing with people from the next or higher class. Therefore, by selectively cultivating "opinion leaders", brands can have stories to tell, thus affecting a wider target consumer group.
High-quality, fashionable and steady political and business people, on the one hand, are heavy consumers of high-end red wine, on the other hand, they also have the characteristics of "opinion leaders" High-end red wine can not only gather attention through the event itself, but also influence and cultivate the "opinion leaders" of its own brand, and finally maximize the brand influence in the market. In this regard, the investment and efforts of leading brands have always spared no effort. For example, on June 5438+1October 65438+1October 08, 2005, at the Top Marques Shanghai held in Shanghai International Convention Center, in addition to the world's top luxury goods such as top sports cars, luxury yachts and global limited jewelry, the beauty product of Great Wall wine-dry red wine in Zone B of Huaxia Portuguese Garden was the only "China gift" for the exhibition. In addition, Great Wall wines are frequently exposed in some special banquets in other business and government occasions, such as APEC Finance Ministers' Meeting, three tenor concerts in Beijing's Olympic Palace, China Gold Record Award, Hero conference, Shanghai International Art Festival, Dalian International Fashion Festival, China International Fashion Week spring and summer series conference, Italian Baroque Light Sculpture Art Exhibition, French International Chef Food Festival, ASEAN Expo and so on. On June 5438+ 10, 2005, Changyu Castel Winery became the only designated red wine for the banquet of the 5th Asia-Pacific City Mayor Summit. On June 9th, 2005, at the "UCLG Conference and World Mayors Forum" held in the Great Hall of the People in Beijing, Changyu became the only designated wine for the banquet. In June 2004, Changyu sponsored the "Jack Welch and China Business Leaders Summit Forum", and in April 2005, it became the banquet wine of "Boao Forum for Asia 2005". "Dynasty" wine was designated as the wine for state banquet, which was supplied to 23 1 China embassies and consulates abroad. Beijing Fortune Global 500 Forum, Shanghai APEC Conference Forum and "Dragon Emblem" wine were all selected as the only designated wine or special wine for the banquet.
5. Cultural marketing strategy
Cultural marketing is a series of cultural strategies adopted in the business activities of enterprises from the external environment and cultural infiltration of enterprises, aiming at the cultural environment of the target market, in order to reduce or prevent the conflict between corporate culture and foreign culture, and then make marketing activities adapt to and integrate into local culture. In addition, cultural marketing is a marketing method that consciously discovers, discriminates, cultivates or creates some core values from the integration of enterprise products and culture, so as to achieve enterprise management goals. Although the marketing strategies emphasized by these two viewpoints are different, they both emphasize the role of culture in marketing, which is essentially a marketing activity that makes full use of cultural power to achieve the strategic goals of enterprises. The core of integrating culture into marketing lies in creating a new cultural value chain, closely combining various interest groups with cultural affinity, exerting synergy and enhancing the overall competitive advantage of enterprises.
For domestic wine brands, the center of cultural marketing will be the promotion of wine consumption culture and the spread of brand culture. Therefore, domestic wine brand enterprises still have many remarkable achievements in advertising, event marketing, packaging design, production area marketing, industrial tourism, channel training and so on. In advertising, there are Shangri-La's "good wine comes from nature" and Changyu's "legendary quality, a hundred years of Changyu"; In the design of the wine table, there are pure Dai girls, dancing butterflies, grapes with morning dew, coconut trees, elephants, etc., which render the rich ethnic customs of Yunnan; In terms of industrial tourism, there are successful models of Yantai Changyu and Qinhuangdao Huaxia Great Wall. In terms of channel cultivation, many wine companies regularly and irregularly carry out wine tasting appreciation, photo exhibition, free goods tasting and other promotional activities. The nearest case is the "Changyu Castel Winery Experience Tour" on June 5438+1October 5, 2005. The activity consists of four links: picking grapes by hand, brewing new wine by hand, showing the charming figure of the winery princess and looking back on the century-old history. The main feature of this activity is that tourists experience the fun of brewing, select the first "Princess of Changyu Castel Winery" and feel the traditional culture of European wineries. This is the first time that a large winery in China has celebrated a bumper harvest, with more than 65,438+000 visitors from home and abroad.
Generally speaking, China wine brands want to achieve good results in the new round of competition. It is a feasible way to cut into competition in the high-end market. Seeking and digging out a set of marketing strategies suitable for the high-end growth of our own enterprises will be the only way for us to persist in the competition, improve in persistence and mature in improvement.