There has been a phenomenon of Jinliufu in the industry.
As a rapidly rising liquor brand, Jinliufu Liquor achieved sales of more than one billion yuan in just a few years, ranking among the top five liquor markets, with intangible value as high as 2.88 billion yuan, and was awarded as "a well-known brand of cross-century China liquor" by China Food Industry Association. This should be attributed to a phenomenon in the history of liquor marketing in China, which the author might as well call "Golden Six Fortune Phenomenon".
If there is a phenomenon, there is an essence to analyze. The cooperation between Jinliufu and Wuliangye adopted the way of OEM. It should be said that there is no innovation in this production mode itself, and it can even be said that it is a widely used production mode in the wine market. But why can Jinliufu brand expand rapidly and steadily in so many brands of wine in such a short time? Unveiling the mask and diving deeply, where is the root of the "golden six blessings phenomenon" emerging in the industry?
The creation of Jinliufu's marketing miracle is not accidental, but can be found through internal laws. The author believes that the secret of Jin Liufu's success is largely attributed to his unique brand occupation thought and the operating strategy of "starting with self-confidence and finally persisting".
From 1998 12 10, the first bottle of five-star Jinliufu wine was rolled off the production line from the sixth workshop of Wuliangye Distillery. Up to now, Jinliufu has come with such confidence, and Jinliufu persistently interprets the core value source of his brand.
Brand Focus: Confidence and Persistence
Some people say that liquor is a national quintessence, just like Beijing opera, it will not die. China liquor has become the carrier of culture. From Du Kang to now, liquor has deduced countless legends and historical allusions. Since then, liquor is a traditional industry with the most culture and vitality. However, today, in the cruel market competition, the concentration of liquor industry is still so low. In most markets, I'll take the stage after you sing, and drink one brand a year.
However, Jin Liufu "started from self-confidence and finally persisted", got rid of the predicament and encirclement of vicious competition in liquor industry with low level, low level, low culture and low style, grasped the big topic of wine culture, returned to its source, made a good marketing article on cultural wine, built a strong brand cultural barrier and firmly established the phenomenon that Jin Liufu's brand foundation was evergreen.
Through the analysis of the phenomenon of Jinliufu, the author thinks that the liquor industry must advocate brand spiritual and cultural marketing, carefully build a brand experience kingdom and move towards high-level marketing. In that marketing environment, liquor enterprises sell not only products and services, but also a brand concept, a brand emotion and a rich experience under the brand life form.
Brand value: spreading blessing culture
As we all know, wine is a highly homogeneous product with low technology content, and it is also a highly emotional and humanized product. Therefore, the core value orientation of wine brands cannot be limited to traditional methods: finding concepts from ancient books, moving out ancestral antiques, and fabricating history and stories. Therefore, from this perspective, the cultural connotation of liquor brand should keep pace with the times, be innovative, and explore and outline the core value source of brand from the category of "humanistic culture".
It can be said that China's "humanistic culture" is profound and memorable. To build the core value source of liquor brand, we should carefully interpret the general cognition accumulated in consumers' minds and explore how the general cognition in consumers' minds has shaped our life and work over and over again across time and space. However, any kind of special cognition of spring arrogance can only lead to high and low, which can't be separated, and ultimately can't resonate with consumers. Therefore, special cognition cannot be regarded as the core value of a brand.
In my opinion, the general cognition is nothing more than this: first, happy culture, second, polite culture, third, harmonious culture, fourth, fame culture, fifth, wealth culture, sixth, friendship culture, seventh, love culture, eighth, healthy culture and ninth, honesty culture. These nine cognitive elements, of course, the category of humanistic culture is not limited to the above nine cognitive elements, but mainly these nine cognitive elements, which have been rooted in the hearts of Chinese people for thousands of years and will never be erased, and are the most common, prominent and most concerned general cognition of consumers at present. They are the core components of China's humanistic culture. In the eyes of consumers, they are all highly recognized concepts, which can be seen at a glance without too much explanation.
The successful and touching source of brand core value is only within the above-mentioned general cognitive category, making full use of market research and inductive analysis, and refining it into a theme slogan suitable for brands to occupy brands.
It can be said that this is the case with the planners of Jinliufu. They are preconceived and one step ahead. From the beginning, their self-confidence firmly occupied the "blessing culture" and "finally insisted" on the efficient intercommunication of brand value and brand experience with distributors, wholesalers, retailers and consumers.
Since the listing of 1998, the main products of Jinliufu liquor are Jinliufu Star Series, Fuxing Series and Cheers Happiness Series. From the brand name and the creativity of series products, it is not difficult to see that the core value of Jinliufu brand always revolves around the word "Fu" for brand communication and brand experience.
After Jinliufu determined the core value of "Fu Culture", in its marketing communication activities, from beginning to end, through SP, PR and other forms of brand experience marketing activities aimed at consumers, consumers can always feel that "good days cannot be separated from Jinliufu wine", "I am lucky to drink Jinliufu wine", "I am lucky to drink Jinliufu every year" and "Jinliufu is the blessing wine of China people".
From the process of marketing practice, after Jin completed the brand occupation of "Fu Culture", he did not stop in the big category of "humanistic culture", but in a dynamic environment, the core concept of this brand constantly grasped the pulse of the times, kept pace with the times and kept pace with the world. There is an old saying: "Look at the astronomical observation of the changes in time, and watch the humanities transform the world." According to the time sequence of brand growth, the brand experience journey of Jinliufufu culture is roughly like this-
1997-2000: The brand experience of Jinliufu is more about personal good luck, and its communication slogan is "Good days can't be separated from it" and "Drinking Jinliufu wine is such good luck".
2001-2002: By sponsoring the World Cup and China's bid for the Olympic Games, it has been promoted to the happiness of the nation and the country, and the core experience of its brand value is "China people's lucky wine".
After 2004, riding the Athens Olympic Games has promoted the internationalization of Fu culture, and brand experience is the blessing of the world, which has continuously promoted and accumulated Fu culture. Magical and unique creativity, meticulous communication-gathering is a blessing, participation is a blessing, peace is a blessing, enterprising is a blessing, friendship is a blessing, sharing is a blessing-golden season, yellow gold and six blessings, strengthen consumers' emotional identification, rational identification and appreciation identification of the brand spirit of "Olympic blessing, yellow gold and six blessings", and finally realize the integration of brand and consumer psychology, * * *
Jinliufu firmly occupies the position of "blessing culture", from personal blessing to national blessing, and finally locates in the same blessing of people all over the world. The brand image is shaped step by step, and the brand pyramid of Jinliufu blessing culture is built, and the momentum is getting higher and higher.
Therefore, whether it is a senior official or a rural elderly living far away from the rivers and lakes, only when they are exposed to any brand information and sales information of Jinliufu will they feel the same and immerse themselves in it. The complex of worshipping happiness in the bones is constantly emerging, and face-to-face and heart-to-heart communication is constantly carried out with Jin Liufu, the brand experience point of "Fu". As Mr. Wu Xiangdong, President of Jinliufu, summed up: "For thousands of years,' Fu' has been interpreted as a deep-rooted culture in China. People in China attribute all good things to happiness, health is a blessing, peace is a blessing, longevity is a blessing, many children are a blessing, and even suffering is a blessing. Good news is the gospel, good residence is a blessed land, good looks are a blessing, eating good things is a blessing, marrying a good wife is a blessing, and even being fat is a blessing. From this point of view,' Fu' has been integrated into the blood of China people and accumulated in the bone marrow of ordinary people. "
-This is the true meaning of brand value and brand experience of Jinliufu's "Fu Culture": strong tolerance and endless life.
Brand experience: adhere to five principles
Throughout the dissemination and deduction process of Jin's "Fu Culture", the author finds that she conforms to the five basic principles of the interactive development of brand value and brand experience, and follows these five principles from beginning to end, whether online communication or offline public relations, whether mass communication or ground promotion. Therefore, Jinliufu has won the respect and love of the market and consumers for a long time, and is called "a long way to go and a long way to go".
First of all, the value orientation and experience orientation of Jin's "rich culture" conform to the principle of "having substance in words". Generally speaking, the core value of a brand cannot be simply equated with the selling point of a product and the unique sales rhetoric of the product. Its conceptual connotation should be refined, its extension should be large, there should be rich treasures to be excavated, it is inclusive and expandable, and it is real money. We can organize rich materials to interpret brand stories, carry out soft-text publicity of brands, and form a good word-of-mouth effect and in-depth spread of brand experience.
Jinliufu occupies the core of "blessing culture", and it is really an endless human blessing. This is also the case. Through long-term communication with consumers and integration of marketing resources, Jinliufu vividly interprets the blessings of individuals, nations, countries and the world. The brand experience has distinct layers, clear lines and endless charm.
Moreover, Jin upgraded the brand connotation of Fu culture from the traditional six blessings of "longevity is better than Nanshan, wealth is auspicious, corning is harmonious, moral harmony, family harmony and filial piety" to the modern brand personality description of "gathering is a blessing, participation is a blessing, peace is a blessing, enterprising is a blessing, friendship is a blessing and sharing is a blessing", which is full of modern fashion sense and modern humanistic spirit. Can consumers not respect and love such a brand experience?
Second, the value orientation and experience orientation of Jin's "rich culture" conform to the "targeted principle". In the book Advertising Strategy-Brand Positioning co-authored by Iris and trout, they pointed out that in the era of product explosion, media explosion and advertising explosion, brands should study people's hearts and "take people's hearts as a defense against today's mass communication", so as to enter the mental road in a planned way, concentrate their firepower and implement brand segmentation.
Undoubtedly, the core value of Jinliufu's "Fu Culture" brand has hit consumers' minds and hearts, deeply impacting consumers' long-stored general cognition and forming a strong brand emotional experience with consumers. Mao Zedong once wrote: "Archery depends on the target, and playing the piano depends on the audience. Can you give a speech without watching the audience write articles? No matter who you make friends with, if you don't know each other's hearts and what they are thinking, can you still be intimate friends? " Jinliufu brand planner can be said to know this well, knowing that brands are like people and have the same reason. From ancient times to the present, regardless of princes and princes, talented people and beautiful women, ordinary people and ordinary people, they all advocate happiness in their hearts. The six blessings advocated in the brand connotation of Jin's "Fu Culture", whether traditional or modern, should contain all the happiness essence of life. In this way, Kim doesn't have to communicate with friends, and his brand communication road is not far away.
Thirdly, the value orientation and experience orientation of Jin's "Fu Culture" conform to the "vividness principle". Studying the brand declaration put forward by Jinliufu brand's recent spread of "Olympic Blessing Jinliufu", the author thinks that it not only embodies a deep sense of history, excellent quality and trustworthy quality, but also embodies the brand's spirit of the times, full of vitality and passion. When innovating, it really keeps pace with the times and greatly eliminates the brand lag factor. The following excerpts are for your taste-
Jin Liufu spreads the blessing culture to the world.
The four ancient civilizations in the world all have splendid and ancient national cultures. But up to now, there are not many people who still widely influence people's lives, among which China's Fu culture is the best. No matter in the past or now, its influence has extended to every point of people's lives and even to any corner of the world.
Happiness is the unique culture of our Chinese nation. Foreigners understand happiness as "good luck", and luck is "providence". China people have a more comprehensive and thorough understanding of happiness: happiness is the general name of all joy, all obedience and all beauty.
Jinliufu Liquor, which interprets the connotation of China's Fu culture, will, in the name of "the partner of the Chinese Olympic Committee" on the Olympic stage, interpret the richness and remoteness of China's Fu culture and spread our nation's Fu culture to the world.
Different cultures of different nationalities in the world often lead to ideological friction and conflicts in life beliefs, which is the bottleneck to promote national culture. However, the blessing culture, which represents people's good wishes, is the common aspiration of people all over the world, and it is an inclusive national culture. Only an inclusive culture will be the meeting point of world cultural integration.
We expect Kim to spread China's blessing culture to every corner of the world, just like the sunshine of blessing to the world.
Fourthly, the value orientation and experience orientation of Jin's "Fu Culture" conform to the principle of "approachable". The core value of the brand should be cohesive, close to the public life, honest, true, not empty, not pretentious, not condescending, and the brand concept should have a zero-distance dialogue with consumers to achieve the effect of scene blending and psychological blending.
The image experience, product experience, cultural experience and emotional experience under the brand, as well as the consumption experience of channels and terminals under the brand, given by Jinliufu's integrated marketing communication have consistently highlighted the target group characteristics of Jinliufu wine. No matter in the traditional or modern sense, gold is expressed in the most approachable way, which shapes the approachable brand image and enhances the brand affinity.
No matter in the bustling city or in the quiet countryside, Jinliufu faces the brand "Fu Culture" which is fresh, natural, easy-going, healthy and rational, and goes deep into consumers' hearts, winning consumers' trust and loyal purchase, so as to make full moon wine, year wine, auspicious wine, reunion wine, farewell wine, party wine, association wine and birthday celebration wine. It can really be said that China has experienced "six blessings" everywhere.
Fifth, the value orientation and experience orientation of Jin's "rich culture" conform to the principle of distinctive personality. Ogilvy's point of view: "We have created individuality for the brand, and continuous communication has brought brand differentiation." The author believes that the so-called brand differentiation is preconceived, spread for a long time, and constantly enriched, forming a pervasive, ubiquitous and ever-present "transformation". As trout, an expert in positioning theory, said, brand differentiation is to find the right concept, preconceived ideas, rebuild a world in consumers' minds, and occupy the first place in it.
There is no doubt that Jinliufu is preconceived, and has firmly built a brand experience world of "Fu culture" in the minds of consumers, which means that it has formed a distinct brand differentiation.
For example, the differentiation of Jinliufu brand visual identity.
Television advertising. Jin's original advertisement chose the traditional festivals and family reunions that China people are most familiar with, because this is the time for people to reunite, pray, be happy and have a family. In this festive and peaceful atmosphere, a sweet children's voice sounded: "Good days can't be separated from it, Jinliufu wine", which implanted a brand image with great affinity into thousands of households, with clear positioning and distinctive features, laying a foundation for brand personality shaping.
In the later period, through the promotion of its brand positioning, its advertisement focused on "China people's blessing wine", emphasizing luck, luck and happiness. "44 years of expectation, the pursuit of three generations, and the dream of 65.438+03 billion people, we finally qualified! Jinliufu, the only celebration wine of the national football team. " This is an advertising film specially made by Kim to celebrate China's football qualifying. The whole film is suppressed first and then promoted. First, recall the hardships of China football for 44 years with black and white tones. In the second half, the mood turned sharply, full of celebration and excitement. The whole film gives people an enduring emotional agitation, emphasizing the consistent theme of golden red happiness and passion. This is especially true for the film and television advertisements of "Olympic Blessing, Golden Six Blessings"-gathering is a blessing, participation is a blessing, peace is a blessing, enterprising is a blessing, friendship is a blessing, and sharing is a blessing-* * * Enjoy the Olympic Blessing and Golden Six Blessings.
Print advertisements. No matter the writing of propaganda copy or the design of screen theme, it has its own distinct personality: Milu's simple smile, red Tang suit, brand LOGO with Olympic logo and words, torch logo and "China people's lucky wine, golden six blessings", as well as the series of print advertisements of "Olympic blessings, golden six blessings" which have appeared frequently in print media recently: "Auspiciousness: the same strain" and "Auspiciousness"
Packaging design. The packaging design of "Jinliufu" series wine is different and unique. The main colors of the outer box packaging are yellow, red and gold, and the five-star "Golden Six Blessings" endows the outer package with auspicious meanings of "opening the door to see happiness" and "opening the door to see happiness". Other star-rated "Jinliufu" wines also strengthened the word "fu" in different ways and from different angles, which clearly highlighted the brand personality characteristics of Jinliufu series wines.
By analyzing the core value source of Jinliufu brand, it is concluded that Jinliufu has formed the differentiation of "blessing culture" in consumers' minds. If we want to further solidify and internalize this cultural differentiation, only through lasting communication with consumers can the conceptual information of big brands be consistent, rich and persistent. That is to say, the eight-character policy of "starting with self-confidence and finally persisting" that Jinliufu brand communication operation must follow at the beginning.