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中高端白酒品牌的塑造路径

2020-12-15 07:51  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

目前有中国酒一种趋势,那就是整个中国酒类产品的消费结构升级明显,主要表现为中低端消费市场萎缩明显,而300元以上中高端价格带却逆势增长,这就导致虽然中国酒类产能与2016年最高峰比较下降45%之多,但是整个中国酒类销售额却出现增长,也就是我们说的“量降价升”的现象,因此,探讨这一现象背后的原因对于我们制定与实施中高端品牌/产品战略有着非常重要的价值。

01、中高端人群消费特征:

KAISHIZHEIGEHUATIZHIQIAN,WOMENYAOCHENGQINGYIXIA,BINGFEIZHIYOUZHONGGAODUANRENQUNCAIYOUZHONGGAODUANXIAOFEIXINGWEI,QICIZHONGGAODUANXIAOFEISHIXIANGDUIDE,BINGBUCUNZAIJUEDUIDEZHONGGAODUANSHICHANG,ZUIHOUSHIZHONGGAODUANXIAOFEIRENQUNBINGBUDAIBIAOZHEQUANSHIZHONGGAOSHOURUQUNTI,WOMENZHISHIXUANQUYIDINGDEMUBIAOQUNTIZUOWEIFENXIYANGBEN。

GENJUGUANGFANDEZILIAOXIANSHI,ZHONGGAODUANXIAOFEIRENQUNDADUOYOUYIXIATEZHENG:

1、SHEJIAOFANWEIGUANG,ZHUIQIUPINGHENG

ZHONGGAODUANRENQUNYONGYOUGENGGUANGFANDESHEJIAOFANWEI,YINWEIRENMAIZIYUANSHITAMENHUOQUSHEHUIZIYUANDEZHONGYAOTUJING。YOUYUSHEJIAODEGUANGFANXING,TAMENPUBIANXIWANGZAIGONGZUO、JIAWUZHIJIANQIEHUANKEYIGENGJIAQINGSONG,YINCIYOUZHELIXINGDEPINGHENGZHUIQIU,HUANJUHUASHUO,ZHENZHENGDEZHONGGAODUANRENQUNWANGWANGYOUZHEBIJIAOWENDINGDESHIYEYUJIATINGGUANXI。

2、LIXINGXIAOFEI,QUYOUGOUMAI

ZHONGGAODUANXIAOFEIRENQUNWANGWANGDUIYUGAISHANSHENGHUOPINZHIDEFUWULEIXIAOFEIXUQIUWANGSHENG,BINGQIEGOUMAIXINGWEIXIHUANDUYIWUERYUYUANCHUANGDENGGAINIAN,ZHEIZHONGZHUIQIUCHAYIXINGBENSHENJIUSHIQIXIAOFEINENGLIDETIXIAN,YEJIUSHIYUANYIWEIXIQUEXING、GEXINGHUAPINPAI/CHANPINZHIFUJIAOGAOFEIYONG。

3、XIHUANBIANHUA,GENGDONGDEXIANGSHOU

ZHONGGAODUANRENQUNDUIYUXINPINPAI/CHANPINWANGWANGYOUZHEQIANGLIEDEMINGANDU,ERQIEYUANYICHANGSHIXINSHIWU,TAMENGENGXIHUANSIKAO,BINGQIEZUOCHUXIANGYINGGAIBIAN,YEGENGQINGXIANGYUBAPINGDANDERICHANGHUODONGSHANGSHENGWEIGEZHONGXIANGSHOU,TEBIESHIXIHUADEXIANGSHOUXINGSHENGHUOFANGSHIZHENGZAIZHUJIANCHENGWEIQUSHI(YUZHONGGUOCHUANTONGJIEJIAN、POSUXIANGDUI),HUANYANZHI,ZHONGGAODUANXIAOFEIZHEDEDUIYUSHIWUDERENZHIGENGJIAZHUIQIUYISHIGAN,DUIYUXINGSHIZHUYIYOUZHEDUTEDESHENMEIYUTAIDU。

4、GENGJIAGUANZHUJIANKANG

中高端人群对于生活工作的平衡态度致使其更加关注食品安全,环境污染等话题,并且愿意为此消费与投资,其中大多数中高端人群都有热衷运动、对于书法、骑行等有着特殊的情节,基本每一个人都有偏好的健身项目是中高端消费人群的重要特征。

ZONGJIELAISHUO,ZHONGGAODUANRENQUNDEZHEIXIETEZHENG,JILEZHONGGUOJIULEIZHONGGAODUANPINPAI/CHANPINDEYANFA、TUIGUANGYUXIAOSHOUTIGONGLEXUDUOJIHUIDIAN,TEBIESHIZAIJIANKANG、CHUANGYI,YIJISHEJIAODENGFANCHOUTIGONGLEXINDEQIERUCHANGJING。

02、中高端白酒品牌的实施方向

JIYUYISHANGZHONGGAODUANRENQUNDETEZHENG,WOMENRENWEIZHONGGUOZHONGGAODUANJIULEICHANPINXUYAOCONGYIXIAJIGEFANGMIANLAISHISHIXIANGGUANZHANLVE(PAIMINGFENXIANHOU)。

1、PINPAIQIZHIHUA:

QIZHIHUASHIZHIPINPAIYUCHANPINYAOYOUSHUYUZHONGGAODUANMUBIAORENQUNDEJIBENSHENMEI,JUBEIQIZHONGDEMOUYIXIANGTEZHI,CHUANTONGZHIMEI、DONGXIFANGRONGHEZHIMEI、RENWENZHIMEI、JIANKANGZHIMEI、XIQUEGAN、GAOGUIGAN、SHENMIGANDENGDENG,ZHEIZAIZHONGGAODUANJIULEIPINPAICENGMIANBIAOXIANWEIPINPAIXINGXIANGDEPINZHIGANYULINIANDEJINGYINGHUA。

2、PINPAIPINLEIHUA:

PINLEIHUADEYISISHIPINPAIYAOCHENGWEIMOUYIGEZHONGGAODUANXIAOFEIZHEDEXIFENXUQIUDAIBIAO,BINGQIEYIGEPINPAIZHINENGDAIBIAOYIGEPINLEIHUOPINLEITEXING,BUYAOYIGEPINPAIDAIBIAODUOGETEXING。SHIJIANWUSHUCIZHENGMING:SHENMEDOUXIANGYAO,JIUSHISHENMEDOUDEBUDAO。TONGSHIWOMENXUYAOZHUYIDESHIZHIYOUWEIYIXINGCAINENGGOUSHIXIANJUJIAO,WEIYIXINGWANGWANGDAIBIAOZHEXIQUEXING,ZAISUIPIANHUAYUSHEQUNHUADEHUANJINGZHONG,ZHEIDUIYUPINPAIFAZHANCHUQIDEZHONGGAODUANPINPAIYUCHANPINZHIGUANZHONGYAO。

3、PINPAIFUHAOHUA:

FUHAOJIUSHIYINJI,ERYINJIBAOKUOXINGZHUANG、YANSE、WENLI、TUAN、SHUZI、KOUHAO、IPDENGNEIRONG,PINPAIYAOXIANGZAIXIAOFEIZHEYONGJIDEXINZHIZHONGZHANYOUWEIZHI,JIUBIXUZAIZAIXIAOFEIZHENAOHAIZHONGXINGCHENGQINGXIFUHAORENZHI。ZHEILIXUYAOSHUOMINGDESHI,FUHAOYESHIXINXI,ZUIYOUDEJIEJUEFANGANSHILIYONGXIAOFEIZHEDECHENGSHURENZHIGAINIAN,QU“ZHANZUO”XIAOFEIZHEYIJINGYOUXINZHIERBUSHI“ZHIZUO”XINGAINIAN。

RENZHIJISHISHISHI,ZHONGGAODUANPINPAIYUCHANPINBIXUYAOTILIANCHUFEICHANGXIANZHUDESHIJUEHUAFUHAO,BINGQIEBUDUANQIANGHUATA,YUQIYEHEXINGAINIANZUIZHONGXINGCHENGZIRANLIANXIANGCAIYOUJIAZHI。

3、PINPAICHANPINHUA:

XIANGZHONGGUOJIULEIZHEIZHONGSHENGHUOPUGUANGDUJIGAODEMINSHENGSHEJIAOLEICHANPIN,CHANPINSHIPINPAIZUIDADEPUGUANGTUJING,YINCIYIGEPINPAIYAOYOUYIGEZHUDAODEDAIBIAOCHANPINHUOCHAOJICHANPIN,CONGERQIANGHUAXIAOFEIZHEDERENZHI,QICIJIULEICHANPINSHISHIHAOXINGYINPIN,ZHUGUANTIYANYUPINGJIADUIYUPINPAIDEJIAZHIYINGXIANGXIANZHU,SUOYIPINPAIJIAZHIBIXUTONGGUODAIBIAOCHANPINDEPINGJIALAIBIAODA,CONGERCHANPINFANGUOLAIDADAOZENGZHIPINPAIDEMUDE,ZUIZHONGPINPAICAINENGJINYIBUTUIDONGXIAOSHOU。

5、PINPAIJIAGEDAIHUA:

“价格带策略”是中国酒类营销的经典思维,正所谓“定价定天下”,这背后的逻辑是定价事关品牌与产品的市场切入点,以及影响后期的产品发展曲线,因此一个品牌最好只代表一个价格带,不要一个品牌横跨中高端、次高端、高端等多个价格带,这样会导致消费者认知混乱,对于中高端产品来说,还会稀释品牌的稀缺性与代表性,从而干扰产品的推广与销售。

03、中高端白酒品牌塑造的注意事项

1、MANGMUDEGAODUANHUASHIBULIZHIDE,SUIRANZHONGGUOJIULEIDECHANPINJIEGOUSHENGJISHIQUSHI,DANSHIYOUYUZHONGGUOJIULEIXIAOFEICUNZAIZHEJIETIXINGTEZHENG,YINCIZHEIBINGBUDAIBIAOMEIYIGEJIUQIDOUYAOKAIQIZHONGGAODUANJINCHENG,HAISHIYAOGENJUSHICHANGDEXIAOFEITEZHENGLAIQUANHENG,QICIWOMENRENWEIZHONGGAODUANQUSHIBINGBUSHIZHONGGUOJIULEIFAZHANDEWEIYIQUSHI,BAOKUOGAOXIANGUANGPINGJIU、TANZHUANGLAOJIU、FENGTANYUANJIU、TESEDINGZHIJIUZAINEIDEZHONGDUOQUSHIDOUSHIQIYEPOJUDEFANGXIANG。

2、PINPAIJIAZHITISHENGSHICHANPINZHONGGAODUANHUADEQIANTI,HENDUOJIUQIZHANGQIYIKAOZHONGDIDUANCHANPINXIAOSHOULAIWEICHIQIYEYUNYING,WANGXIANGYIYEZHIJIANTONGGUOCHANPINDEJIAGESHENGJILAIWANCHENGJIEGOUSHENGJI(DUOPINPAIYUSHENGJIZHANLVE),SHUBUZHIMEIYOUQUDAODEDUOJIZHICHENGYUXIAOFEIZHECHIXUGOUMAI,JISHITONGGUODAZIYUANTOUFANGZHIHUANLEYIDINGDEXIAOFEISHICHANGFENE,YESHIFEICHANGNANYIWEICHICHANPINDEJIAGEGANGXING,ERMEIYOUJIAGEGANGXINGDEZHONGGAODUANCHANPINZUIHOUYOUHUIFANSHIPINPAI,DAOZHIQIYEJINTUILIANGNANDEJINGYU。

最后我们要再一次重申,作为中国酒类营销咨询的从业人士,我们认为中国酒存在着众多的细分机会点,这与我们运营酒庄产品一样,都是基于中国白酒的区域文化代表性,以及酒类产品的社交属性,因此我们建议,与其不切实际的盲目高端化,不如把品牌场景建设好,从市场驱动力层面去解决企业的发展问题。

    关键词:高端酒 中端酒 白酒板块  来源:蔡学飞营销工作室  蔡学飞
    (责任编辑:程亚利)
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