The health- care wine market , along with the crisis of trust in the health-care product market, has experienced ups and downs several times. However, compared with liquor and fruit wine, the survival strength of health-care wine seems to be very tenacious. In the past three years, China's health-care wine market has been growing at an annual rate of more than 30% . The annual sales of Hainan Yedao Lugui Wine, Hubei Jingjiu, Zhejiang Zhizhong and Wujiapi Wine, which are ranked top in the industry, add up more than 1 billion yuan. Subsequently, Shanghai Onli's Onli health wine, liquor giant Wuliangye's dragon tiger wine, and Ningxia wolfberry red, which is popular all over China, appeared on the market.
It is true that an industry with rapid development and huge development space will inevitably be chased by capital with a keen sense of smell. Numerous non-industry capitals join the manufacturing of health wine, which seems to mean that the spring Latest Mailing Database of health wine has come! China's health care wine market exudes a bloody smell, and various companies are fighting hard. These large enterprises are holding health wine with blue hats (Ministry of Health batch number) and white clothes (white wine packaging). How can ordinary small and medium-sized health wine companies survive the competition? It is a problem that every industry insider needs to solve urgently.
" In the era of highly homogenized products , differentiated marketing is used to highlight the besieged city " and similar words are common in the newspapers. There is no problem in working in this direction, but the next key question is what method to use, how to accurately implement differentiation, and how to carry out Precise positioning to make correct judgments?
Brand name differentiation
Among the health care wine brand names that have entered the market now, it is indeed rare to find a brilliant and effective brand name. After investigation, the International Marketing Consultant of Blue Brother Zhiyang found that the current health care wines are mostly named from the product characteristics, and most of them start from the added ingredients. For example, Changyu SOD Sanbian Wine, Cistanche Royal Wine, Ginseng Ganoderma Wine, Jiuxing Snake Wine, Mengshan Brand Quan Scorpion Wine, Yongzhou Yi Snake Wine, Male Silkworm Moth Health Wine, etc.; they are named based on real or grafted historical factors, such as network Lutong health wine, Zhengde brand Guiling Royal wine; there are also product brand names with the brand name, such as Xiangshan brand ginkgo biloba wine, and the main direction is also named after the function, such as " Jingjiu " , " health wine " , " Ageless Wine " , " Peiyuan Wine " , " Chunhuitou Health Wine " and so on.
However, there is an unhealthy phenomenon in the brand names of most health wines: the category name has become the main identification signal for consumers when purchasing, while the trademark has become a foil, especially in weak brands. When consumers choose to buy, they do not buy from the brand, but instead they buy from the product. This is a danger. When naming a brand, we must not only determine the trademark, and make the trademark the main identification signal for consumers to purchase, but also determine the category name or product name. For example, " Changyu SOD Sanbian Liquor " is " trademark + product name " , which becomes a complete product brand name. As a new enterprise of health wine and small and medium-sized health wine companies, it is necessary to make a good article on the basic marketing element of brand name. A brand name with a distinct personality, which is conducive to communication, and accurately points to the consumption patterns of the target group will not only save a lot of communication costs for marketers, but also achieve twice the result with half the effort in terms of marketing efficiency.
We should have more inspiration from the brand creativity of " Jinliufu " and " Jinshiyuan " wine. But so far, it is rare to see the name of a health wine brand that is bright and exciting. " Holding wine " , which entered the market with a high profile in 2005 , should be the highlight of product naming from the perspective of consumers. Brands that are at the forefront of the industry may have resources unmatched by small and medium-sized enterprises, but they are more flexible and creative in strategy, and pay more attention to the basic elements of marketing. It is also a comparative advantage for small and medium-sized enterprises.
Product packaging design differentiation
If you interpret this sentence, it should refer to two aspects: First, the packaging image and product display method that conform to the principles of visual aesthetics and the marketing elements of the product itself will increase shelf sales; second, the excellent quality and performance of the product itself It will attract consumers to continue to spend and increase brand loyalty.
However, according to the survey of the packaging image of health care wine on the market by the International Marketing Consultant of Blue Brother Zhiyang, the product packaging image of health care wine needs to be strengthened urgently. The bottle shape is the same, and the packaging design elements are basically the same. The twin brothers of Jingjiu are countless, so if we imitate the product image and call it "following" for the time being, this kind of following is too low-level, and today's following also needs some basic differences. For example, at present, There has not been any kind of health-care wine produced in iron small-capacity portable packs. For example, the design direction and performance of health-care wine, a sense of strength, and a sense of technology have not appeared. There has never been a product image that can be called a unique product. Repetitiveness and heaviness.