Looking at the new marketing way under mobile Internet from the liquor marketing dilemma

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In the third home building Materials OTO Marketing Summit, the access to the Chairman of the Han in the "business in the Change" keynote speech on the topic of "re-understanding Marketing", and the first mention is the marketing of wine companies (Marketing Consulting: 021-33294118).

Mr. Han said that recently, a well-known wine company executives find him, said this year's liquor advertising difficult to do, the previous did the good water, good food, drink not above the propaganda way the effect is getting worse, he felt very do not understand. The real reason is that business is changing, and marketing is changing, and the way this wine is promoted has not changed.

As the king of CCTV industry, liquor industry is known as a synonym for traditional marketing

As we all know, Liang Ye, Guizhou Maotai, Luzhou old cellar, Jiannanchun, Yang Yanghe and other liquor enterprises hold the head of the CCTV advertisement bidding, the former liquor profit space, in the era of opaque prices rely on closed gift purchase channels can still be a big line, to obtain high returns. Liquor Golden Decade in marketing relies on the success of the establishment of the brand. In CCTV advertising bombing, Wu Liang Ye, Yanghe and other brands are well-known, and even do not drink people can smell its name.

In the age of mobile Internet, the marketing of liquor industry is under double attack

The first change in the internet age is that market prices tend to be transparent, leaving aside policy implications, which is clearly not good news for a high profit liquor industry. Jiuxian net, also buy wine even jingdong, day cat on the price war let liquor industry profit greatly reduce, profit drop also directly affect the advertising budget, natural in the effect is even worse. The second change is the way the brand is shaped. Is millet a brand? It may not have four famous wines, well-known trademarks and many other titles, but it has a huge amount of loyal rice noodles. Therefore, although it does not have a brand name, but in the consumer reputation. And the original liquor shaped like the national cellar 1573 such high-end brand, is used for gifts, that is, buy people do not drink, drink people do not buy. So liquor-making enterprises are difficult to understand the actual consumer. At the same time, the culture of liquor and values are not suitable for young people in the majority of social media dissemination, so also let the liquor industry marketing effect greatly discounted.

Small and beautiful, mobile Internet makes it possible to get users quickly and directly

The original enterprise focus on brand building, is because the user can not find, only through the promotion of brand awareness, build a huge network of terminals to allow users to find brands. Now, through social platforms such as Weibo, micro-credit and so on, companies can find users directly through social marketing. And each user has his own circle of friends, it is equivalent to form a radiation of 100-1000 people ranging from small media. As long as the brand can create interesting content, provide certain benefits, can resonate in the crowd, there is a chance to spread through the mobile Internet social circle without Borders. Just like Coca-Cola to the micro-letter to send Coke, McDonald's micro-credit coupons, the original advertising costs into a lure to attract users, quick and direct access to real users.

To participate in, with chat also can build built like a millet-like strong fan empire

As a leader in the new marketing era, millet marketing is not particularly complex, whether it is millet community, millet micro bo, millet are very focused on the interaction with fans, millet company even set up a chat team, the work of the day is to accompany the rice noodle chat, seemingly chatting, is actually to listen to the suggestion of rice noodles, to give feedback on the issue of rice noodles, If the new marketing era can quickly access users, more importantly, through the mobile Internet and users to form effective interaction, the user's relationship gradually from the weak relationship into a strong relationship. From the communication and interaction, the user gained a sense of participation, and the enterprise also firmly put the user into a silent friend, become the most loyal fans and consumers.

Dealers in the past always like to do some paper advertising in the local, buy some open-air billboards, and these in the future marketing will be less and less, dealers only to understand marketing, embrace from the media, create from the brand, can reshape their core competitiveness, in the new era of marketing on the way out of a road, Spend less money to get better results.