2014 Wine Industry marketing upgrade to the Big data marketing

In the 2013 just preheat the topic-such as large data marketing, social marketing, O2O model of the gradual rise and so on, is bound to become 3721.html ">2014 years of the latest marketing direction."

Large Data Marketing

The obstacles to the application of large data marketing theory in wine industry lie in the fact that the data related to consumer behavior cannot be collected or summed up in the environment of electronic and informational degree. In 2014, the situation has improved considerably.

While the concept of big data marketing is not new, large data marketing is often a theory, limited to previous market conditions. Especially for liquor, a slightly traditional industry, the big data age seems elusive. The previously touted theory of returning to consumers is only a return to the price of a product. But advances in technology, the deep integration of wine and e-commerce, make the advance theory of big data likely to become more realistic in 2014.

The application of large data marketing, the first is based on the reality of the return of consumers. The market crisis, which began in the second half of 2012, has proved that the minority market (official consumption) is not a long-term axis, while the real consumption orientation based on the popular market begins to pay attention to the merchants at this time.

"The so-called consumption return, simply, is what consumers need, manufacturers on what to produce, the real consumer demand-oriented, rather than the direction of the public consumption of the wind, or manufacturers to promote the direction." "Social marketing expert Baiyu that the past official wine-oriented market collapse, proved the ultimate trend of market development."

So how do you know what consumers like? And based on this to shape the development of products to adapt to this demand? This has been a problem in the past.

"It's hard for manufacturers to know exactly what the consumer wants. "Marketing expert Li that, even if some of the manufacturers known as a product after the market research and demonstration of the launch, but the truth is often not high, because they take the form of market research, can only use the focus area, individual crowd sampling form to carry out, can not represent the real needs of consumers. Even this so-called investigation is merely a gimmick of the factory propaganda.

"In the past, when there was no accurate understanding of consumer demand, only demand was created." "Li said, the so-called disk-style, such as the hotel consumer groups as a model, driving other consumer groups to follow." There is also an important reason is that the three public consumption as the representative of the official wine consumption of its size is already large enough, enterprises only enter the market can survive, do not need to consider too much.

But obviously, the development of liquor industry, market situation changes, has made the past that the mode of manufacturing demand does not work, enterprises urgently need to understand the needs of consumers, return to consumers.

The Big data marketing at this time, becomes the market return to rely on the new sharp concept.

"In the big Data age, all production and business activities and life consumption behavior, are quantifiable data flow, the way of the brain after the decision, will be accurate data synthesis rejected." Marketing expert Ouyangjing That data positioning will be the future of liquor industry to shake off traditional thinking, to the modern biological field of the "Dharma Sword."

The obstacles to the application of large data marketing theory in wine industry lie in the fact that the data related to consumer behavior cannot be collected or summed up in the environment of electronic and informational degree. In 2014, the situation has improved considerably.

2013, a number of alcoholic enterprises deep electric shock, with various types of electric business platform to establish a cooperative relationship, at the same time, the wide spread of mobile internet, but also for consumers through the network to achieve the convenience of consumption, and to large data marketing provides the basis for the data collection.

According to Microsoft Research data show: currently 85% of the data by sensors and devices automatically generated. Now it's a world of big data.

"2014 years of initial large-scale data marketing foundation." Tian, a marketing expert, says that while it is not possible to predict the extent and scale of its application, it is clear that big data marketing is already poised to do something in 2014.

Social Marketing

All the commercial outlets that can be contacted with the consumer face-to-face, the future can be used for the wine industry, which makes the marketing of the future show the socialization characteristic. Compared with the past, the emphasis on plate, pay attention to the characteristics of special channels such as buying, 2014 wine marketing will show a trend of pan-socialization-its channel characteristics are not as clear-cut as in the past, more relying on the terminal form of the community, relying on the network platform of the circle layer marketing will emerge.

In the view of many observers, the development of wine industry has experienced the stage of traditional official channel, official channel transformation and private non specialization channel combination, specialization channel, and finally pan socialization channel.

In the 80 's, liquor circulation and sales depended on the traditional state-owned sugar liquor company, the resources are in the official monopoly stage, the private sector is rarely involved in this; But after that, with the withdrawal and transformation of the state-run sugar liquor company system, private traders began to access the wine field, and many "pop"-born wholesale households began to become the first wine merchants, Among them, the elite is the "big one", but in this era, the threshold of industry intervention is very low, the operation of the form of rough, "there is the goods can fall", did not form a solidified marketing theory and model; Later, the emergence of disc-plate theory, the emergence of channel construction theory, so that many wine merchants into the professional level, More appear some OEM manufacturers, the integration of manufacturers and channels in a company.

"Running drinks requires a certain basis, such as channel resources, such as funds, such as knowledge of the industry." "Shaanxi Wine business Yu Xiaopeng that, to the stage of specialization, industry differentiation is obvious, entry threshold is also higher."

However, the further transformation of market environment and the deepening of the trend of electronic business have brought about new changes to the industry.

"Enterprises from the high altitude to pay attention to the ground, from the importance of channels to pay attention to consumers." "Marketing experts li that the simplification of agency level, channel flattening has become a trend." The share of terminal network becomes one of the key factors in the future wine industry.

"Terminal outlets present a variety of characteristics, not all of the wine industry in the hands of businessmen." "Li that all the commercial outlets that are able to face the consumer face-to-face can be used in the future for the wine industry, which makes the marketing of the future appear to be socially characteristic."

In Li View, in addition to the Community convenience store such an important retail terminal, line outlets, telecommunications outlets, and so on terminal stores, although in the past and liquor Sales no amorites, but because of its ownership of consumer resources, will make it possible to become a new position in the wine industry sales.

"In the past, relying solely on hotels, restaurants, ultra, tobacco and liquor resale stores will change, and the sales terminals of the wine industry are more diversified and socialized." Li comments.

The rise of the network platform has given another tool to social marketing. In the view of white Jade Peak, the important form of future fan economy is to rely on the network circle layer effect of social marketing.

"Micro-credit, micro-Bo are important social tools, but also to accumulate fans, forming a circle of important platform." "Baiyu that, based on such a platform, based on a common interest and interest of the polymerization circle layer, can effectively explore the needs of consumers, and then develop suitable for this part of the consumer wine, which will become an important form of social marketing."

In the 2014, based on traditional channels have begun to be broken, and the rise of emerging terminals, coupled with the increasingly sophisticated micro-credit platform reality, the trend of social marketing will be more obvious.

Breaking boundaries, infinite fusion

Breaking the industry and channel boundaries, the integration line under the resources, the greatest degree of effectiveness, has become the industry consensus, and O2O has become the wine industry in the 2014 to this direction the important mode of development.

In fact, whether large data marketing, or social marketing, is based on the reality-that is, the traditional channel model has been broken, the original industry boundaries, channel boundaries increasingly blurred. And all kinds of resources and channels, are showing an increasingly convergent, integrated trend.

In the 2014 the most noteworthy will be the O2O model in the wine industry to expand the scale of application and the degree of application, which also represents the breaking edge, the trend of unlimited integration.

Although the O2O model was not first initiated in 2013, in fact, the observer's words to describe, is "the business of the main line, the electric business enterprise Trunk line, the two sides have their own territory."

There is a point of view that in the Internet age, the network and the entity is completely two different world, the two sides have intersection, but there are obvious boundaries. And the large-scale popularization of mobile internet has broken this boundary, blurred the difference between the network and the entity, can make the line to achieve complete integration. The O2O model is to combine offline business opportunities with the Internet, allowing the internet to become the front desk for offline trading.

Taking Suning as an example, it realized the combination of online and virtual reality in the 2013. The development of "cloud quotient" has become a typical case for the application of new network thinking to integrate entity and virtual resources.

In the wine industry expert Shei Yiying, the O2O model made great progress in 2013, this pattern became the best form of resources under the fusion line, but there are still many problems. First of all, there is no synergy between the two skins on the line and under the line.

"You have a shop online, there are shops under the line, but online, offline regardless of products, prices, marketing, services, logistics, etc. are independent, or even conflicting contradictions, this can not be regarded as O2O." One of the essence of O2O is the line of online collaboration, or online promotion offline, or offline support line, complementary and mutually reinforcing. "Shei Yiying this line of evaluation lines under the inconsistency.

The systematic support becomes another important factor, Shei Yiying thinks, "No software platform supports, O2O is not the same." He thinks that it is necessary to build a whole software platform system based on ERP, OMS Order Processing system, CRM customer management system and WMS Electronic Warehouse Management system, in order to realize the O2O operation system of commodity flow, information flow, capital flow and flow smoothly.

And the line of multi-level, fragmented, uneven regional development of the third party channel system, it is difficult to support such as order management, invoicing management, consumer data, efficient and high-quality service delivery system and complex work. All these have become the problem of the deep development of the O2O model.

However, in any case, break the industry and channel boundaries, integration line under the resources, the maximum efficiency, has become the consensus of the industry, and O2O has become the wine industry in the 2014 to this direction an important mode of development.