设计/营销/品牌语言皆“错位”,真能撬动10万光瓶酒终端?
<img src="https://mmbiz.qpic.cn/mmbiz_jpg/qJH9ZQ5ywe2bHqG3taQgw3tibn4eaQ8J7ZQZKgQoKWBjicI1duHeibjibs1dGMB7ibjOtWdiaDBcAKgH0GEuXY0TQsiaA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/qJH9ZQ5ywe2qpfqVRPtsCqKQdAzEboaj25L5TH6XXd3U6D4MRnDXX7Q9m68K7PgwJvUYKHiahUxkTeXFMsVwTAQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe3Zuticc5S2UG7dqUZzyEvvpPLKmib1ghuKsSlS3cpQxibfM3q6iceZA7gB1R110SCbJDeR8YRVF7AvNw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">错位化设计、接地气营销、差异化表达。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">文|云酒团队</span></strong><span style="color: black;">(ID:YJTT2016)</span></span></p><span style="color: black;">“推出蜀传·国浆这个品牌,<span style="color: black;">便是</span>要走出一条与传统光瓶酒错位发展道路”,</span><span style="color: black;">国</span><span style="color: black;">浆<span style="color: black;">营销</span></span><span style="color: black;">有限<span style="color: black;">机构</span>负责人向云酒头条介绍</span><span style="color: black;">其</span><span style="color: black;">品牌</span><span style="color: black;">战略</span><span style="color: black;">。</span><span style="color: black;">近两年来,大光瓶品类市场<span style="color: black;">连续</span>扩容,涌现出众多新兴品牌。</span><span style="color: black;">蜀传·国浆<span style="color: black;">做为</span>赛道新选手,上</span><span style="color: black;">市之初便瞄准多个</span><span style="color: black;">差异化卖点,为经销商和消费者展现了一款“不<span style="color: black;">同样</span>”的光瓶酒新品。</span><span style="color: black;">❶</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">“错位一点”</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">不<span style="color: black;">同样</span>的设计</span></strong></span><span style="color: black;"><span style="color: black;">国浆的<span style="color: black;">第1</span>个“不<span style="color: black;">同样</span>”,</span><span style="color: black;"><span style="color: black;">表现</span>在其<span style="color: black;">制品</span>标签设计的<span style="color: black;">区别</span></span><span style="color: black;">。</span></span><span style="color: black;">从<span style="color: black;">制品</span>瓶身设计来看,国浆酒瓶采用简约的圆柱瓶型,融入垂直线条和</span><span style="color: black;"><span style="color: black;">水滴纹理雕刻,<span style="color: black;">表率</span>每一滴国浆酒都融入匠人精神的执着和纯粮精华。</span><span style="color: black;">从视觉层面既符合<span style="color: black;">公众</span>审美,又增添了简约时尚气质</span><span style="color: black;">。</span></span><span style="color: black;">瓶身正面标签分为上下两部分,上标签与下标签刻意形成错位,让人总忍不住想转动</span><span style="color: black;"><span style="color: black;">酒瓶,以此抓取视觉<span style="color: black;">重视</span>力,</span><span style="color: black;">整体包装设计观感更强,符合<span style="color: black;">公众</span>消费群体对<span style="color: black;">青年</span>化品牌的审美</span></span><span style="color: black;">。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe3Zuticc5S2UG7dqUZzyEvvp6VTc6VDDoqB90ribub6AOh72wsw4buEVtan0ib1a54gt9YtkHYEhWL3w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">除了打造美观感,国浆在品质上<span style="color: black;">亦</span><span style="color: black;">一样</span><span style="color: black;">明显</span>差异化表达。为进一步满足消费群体对高性价比的<span style="color: black;">需要</span>,国浆将“国标口粮酒”印在瓶身大标签上,向消费者、经销商“亮明身份”。</span><span style="color: black;">国浆的实力,得益于其<span style="color: black;">背面</span>的川酒集团。<span style="color: black;">做为</span>全国最大的原酒生产商与供应商,</span><span style="color: black;"><span style="color: black;">川酒集团</span><span style="color: black;">充足的<span style="color: black;">优秀</span>基酒产能与储能,<span style="color: black;">作为</span>国浆的品质<span style="color: black;">保准</span></span></span><span style="color: black;">。 </span><span style="color: black;">在瓶身下标签,国浆将每一瓶酒的酒体结构都清晰<span style="color: black;">知道</span>地<span style="color: black;">陈列</span>出来,</span><span style="color: black;"><span style="color: black;">包含</span><span style="color: black;">优秀</span>原酒占比、<span style="color: black;">优秀</span>基酒储存年份、调味酒酒龄与调味酒<span style="color: black;">运用</span>比例等</span><span style="color: black;">。以国浆酒2012为例,标签中已注明其“<span style="color: black;">2012原酒占比</span><span style="color: black;">59%、</span><span style="color: black;">其余</span><span style="color: black;"><span style="color: black;">优秀</span>基酒储</span><span style="color: black;">存大于3年,调味酒酒龄大于1</span><span style="color: black;">5</span><span style="color: black;">年、调味酒使</span><span style="color: black;">用比例大于5</span><span style="color: black;">%</span>”。</span><span style="color: black;">“错位一点”的设计与品质差异化表达,让经销商与消费者从真实数据与品牌自信的表现中深度<span style="color: black;">认识</span>品质内涵,<span style="color: black;">亦</span>助推新品牌在市场中的影响力与消费者认知度。</span><span style="color: black;">❷</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">“接地气”差异化营销</span></strong></span><span style="color: black;">用接地气的<span style="color: black;">途径</span>新打法撬动高线光瓶酒格局,是国浆又一个“不<span style="color: black;">同样</span>”。</span><span style="color: black;"><span style="color: black;">云酒·中国酒业品牌<span style="color: black;">科研</span>院高级<span style="color: black;">科研</span>员、独特咨询创始人王伟设<span style="color: black;">暗示</span>,</span><span style="color: black;"><span style="color: black;">伴同</span>新国标、新法规的出台,新光瓶酒品牌在营销方面更需要聚焦<span style="color: black;">途径</span>布局</span><span style="color: black;">。</span></span><span style="color: black;">在<span style="color: black;">途径</span>方面,</span><span style="color: black;">国浆将整体动作聚焦在终端动销与营销福利上。“国浆要把客情做到极致”<span style="color: black;">,</span>国浆<span style="color: black;">营销</span>有限<span style="color: black;">机构</span>负责人介绍,</span><span style="color: black;"><span style="color: black;">不仅<span style="color: black;">表现</span>出<span style="color: black;">做为</span>新品牌的真诚,<span style="color: black;">亦</span>要让经销商感受到国</span><span style="color: black;">浆真正打造“厂商一体 合作共赢”的态度与<span style="color: black;">自信心</span></span></span><span style="color: black;">。</span><span style="color: black;">为了<span style="color: black;">创立</span>稳定与<span style="color: black;">长时间</span>的“客情”关系,在<span style="color: black;">制品</span>上市的<span style="color: black;">第1</span>年,蜀传·国浆拟定在10万个零售终端网点上架,首次免费送12瓶国浆酒上架<span style="color: black;">每一个</span>终端店,尽快完成市场铺市。10万家终端店<span style="color: black;">的</span>老板将受邀参加10场宴席。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe3Zuticc5S2UG7dqUZzyEvvpwrImkHkbaAh6FJhKnndH4ToYdV3QqX43FzhUoyDJicSHRSDjF2IiaZEA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">2022年,国浆的年度<span style="color: black;">目的</span><span style="color: black;">便是</span>做好10万个终端,招募的经销商数量<span style="color: black;">亦</span>将不超过100名。</span><span style="color: black;"><span style="color: black;">其目的便在于全力赋能经销商,</span><span style="color: black;">用<span style="color: black;">很久</span><span style="color: black;">连续</span>的利益刺激形成利益导向,<span style="color: black;">加强</span>厂商间的粘性,<span style="color: black;">保准</span></span></span><span style="color: black;"><span style="color: black;">厂商利益最大化</span><span style="color: black;">。</span></span><span style="color: black;">而之<span style="color: black;">因此</span><span style="color: black;">选取</span>接地气打法,源于两个方面的考量。</span><span style="color: black;"><span style="color: black;">国浆把<span style="color: black;">目的</span>客户锁定在百元口粮酒消费群体的老板身上,</span><span style="color: black;">将其<span style="color: black;">做为</span>“<span style="color: black;">第1</span><span style="color: black;">举荐</span>官”,<span style="color: black;">逐步</span>扩大范围,产生系列动销</span><span style="color: black;">。国浆还推出盲盒“效应”透明化营销模式,在每箱12瓶常规<span style="color: black;">制品</span>中放入一瓶价值199元的蜀传·品鉴酒,用心理刺激引导经销商与消费者,从而更全面地把控市场节奏。</span></span><span style="color: black;"><span style="color: black;">另外</span>,国浆<span style="color: black;">营销</span>有限<span style="color: black;">机构</span>主打<span style="color: black;">制品</span>“国浆2012”,零售价59元/瓶,定位为聚会酒,消费场景更<span style="color: black;">大都是</span>哥们兄弟、发小<span style="color: black;">朋友</span>、邻里乡亲、骑友牌友、工友厂友、亲朋好友等随性聚会时的佐餐酒,属于感情联络、活跃气氛、开心<span style="color: black;">高兴</span>的畅饮型聚会酒,<span style="color: black;">制品</span>颜值、品质、气质、调性,都刚好符合国浆的包装设计与品质,价格<span style="color: black;">亦</span>符合老<span style="color: black;">大众</span>群体的刚需。</span><span style="color: black;"><span style="color: black;">综合来看,以这种“接地气”的模式打法进入市场,</span><span style="color: black;">能够更<span style="color: black;">精细</span>地<span style="color: black;">捉捕</span>到<span style="color: black;">公众</span>品类多样性与差异化<span style="color: black;">需要</span>,实现大范围传播,<span style="color: black;">得到</span>经销商与消费者群体对品牌的共鸣</span><span style="color: black;">。</span></span><span style="color: black;">❸</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">锚定“<strong style="color: blue;"><span style="color: black;">国标口粮酒</span></strong>”</span></strong></span><span style="color: black;">从进入光瓶酒赛道<span style="color: black;">起始</span>,国浆就<span style="color: black;">始终</span>在<span style="color: black;">持续</span>创新,除了在<span style="color: black;">制品</span>设计、营销模式上有所显现,在表达方式上<span style="color: black;">亦</span>展现出了独特的一面。</span><span style="color: black;"><span style="color: black;">针对</span>纯粮酒的表达,王伟设<span style="color: black;">暗示</span>,<span style="color: black;">伴同</span>新国标出台,<span style="color: black;">非常多</span>企业都将“纯粮酒”<span style="color: black;">做为</span>标签,</span><span style="color: black;"><span style="color: black;">但<span style="color: black;">不可</span>“自说自话”,</span><span style="color: black;">纯粮光瓶酒不仅需要在表达策略上有创新性,<span style="color: black;">亦</span>需要客</span></span><span style="color: black;"><span style="color: black;">观的数据证明</span><span style="color: black;">。</span></span><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe3Zuticc5S2UG7dqUZzyEvvp6YysicliblslQoegiaRgE13o9ibKURyqjib3pbUj8GEnsTR7l76RZZt0snw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">国浆<span style="color: black;">做为</span>川酒集团原酒品牌化的关键一子,其<span style="color: black;">制品</span>品质的“可视化”与<span style="color: black;">制品</span>瓶身上注明的数据是符合“国标口粮酒”的有力证明。</span><span style="color: black;"><span style="color: black;">而国浆<span style="color: black;">做为</span>新品入市,从“北京二锅头始创者,红星二锅头”“汾酒,中国酒魂”“中国红,红西凤”“怕上火,<span style="color: black;">喝</span>王老吉”等品牌对<span style="color: black;">制品</span>的定义上受到启发——</span><span style="color: black;">一个品牌需要有一个定义点,让消费者形成记忆点</span><span style="color: black;">。</span></span><span style="color: black;">据此,国浆确定了“蜀传·国浆,国标口粮酒”这一朗朗上口的品牌Slogan,</span><span style="color: black;"><span style="color: black;">不仅契合“国标口粮酒”的定位,</span><span style="color: black;"><span style="color: black;">同期</span>占位消费者心智,并将卖点提炼更<span style="color: black;">精细</span>,<span style="color: black;">提高</span>消费者与经销商的感知</span></span><span style="color: black;"><span style="color: black;">度</span><span style="color: black;">。</span></span><span style="color: black;">用不<span style="color: black;">同样</span>的方式创造出一个差异化的新品牌,国浆酒在错位化设计、接地气营销、差异化表达的助推下,开启强有力的全面攻势,市场表现值得关注。</span>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe1ASemVHicx3ianT6iaXBZAIKb9jyuLD84ibzbyoq0nYOfKSkOBehlGWjQWqK6gmInicMexg1pflqMBE2Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe0jibsTooRKwjRn6jZ0cvllXHSE8L7MicbT7N4FLibFXYrYaEbyicBqTxJY5DicuIu6iawQQtXcajdJT4Uw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe1ASemVHicx3ianT6iaXBZAIKbSL8IeQJlapunXIT5ZoLq0ubYPmRnUALZAEia7hJicp4syKkRTxBpdTsw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe0jibsTooRKwjRn6jZ0cvllXBtBFRSibDia38MWuewiceV3icJ4vMJgpIReDia9EX36P4Rnicjb1vC6JZuxA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></span></a><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe0jibsTooRKwjRn6jZ0cvllXWkHsbdDz9phhdPFFpwVLUMca07ZJTHiaxh3tLKcJ6W2ap4C7jjq6Xqg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></span></a><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe0jibsTooRKwjRn6jZ0cvllXiaAE8L02qoUyfZM6WLG11qiaoygaE1Wzho2c4FzOpMOKzObRMBmlRiaqQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></span></a>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe1ASemVHicx3ianT6iaXBZAIKbjqTcM4J2qQmyQhCYjvazs42j8E09C2cJU7BV3MhMztwHtpZJMtSKuQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/qJH9ZQ5ywe0jibsTooRKwjRn6jZ0cvllX4ltQYesL6UGq7VUZRHibIkJzmb0NyGdrc0c5BG0bwGsv9SeBmEv2dVA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></span></a></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">点分享</strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">点点赞</strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"> 点在看</strong></span>
同意、说得对、没错、我也是这么想的等。 外贸网站建设方法 http://www.fok120.com/ 一看到楼主的气势,我就觉得楼主同在社区里灌水。 你说得对,我们一起加油,未来可期。
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