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四大战略+三大战术 构建光瓶酒新品战略矩阵

2020-11-10 08:07  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

据业内判断,截止去年,光瓶市场份额超过600亿元,而未来几年内,光瓶酒可能会突破1200亿元,其增速之快,令人乍舌。从目前光瓶酒阵营来看,新老品牌之间各有千秋。以牛栏山、老村长为代表的的传统品牌依托成熟的市场与渠道网络,稳步增长。而以江小白、光良为代表的新兴品牌抓住消费理念变更的机会,也在光瓶酒市场占据了一席之地。而全国大小厂家,更是在光瓶酒领域动作频频。

ZAIYIXILIESHICHANGDONGZUODEBEIHOU,DOUYINZANGZHEJIUQIXIANGJIEZHUFENGKOULILIANG,ZHUANGDAZIJIDEYITU。DUIYUNIULANSHAN、LAOCUNZHANGDENGQIYELAISHUO,YIZHIYILAI,ZAI20YUANYIXIAJIAWEIDEQIANGDAYOUSHISUIRANWEIQIYEDAILAILEFENGHOUDEYEJI,DANSHIQUEYEXIANZHILEQICHANPINJIEGOUDETISHENG。ERDUIYUJIANGXIAOBAI、GUANGLIANGDENGXINPINPAILAISHUO,ZUOWEIGUANGPINGLINGYUDEXINREN,YAOXIANGHUODEFAZHAN,CHAYIHUAJINGZHENGYUWANDAOCHAOCHESHIBIRANXUANZE。ERDUIYUHENDUOCHANGJIALAISHUO,SHUNSHIERWEI,CHENJIERDONG,CONGERFENYIBEIGENG,YESHIYIGEBUCUODEXUANZE。

但从笔者近期市场走访了解来看,很多酒企在新产品上市后投入了巨大的资源,但是从终端及消费者反馈来看,结果也不尽如人意。不同于酱酒新品上市后的如火如荼,光瓶酒新品数量远多于酱酒,但是市场接受度却低于酱酒。同处风口,为什么同样推广新品,但是存活率却相差甚远。我认为,这是需要辩证看待的。酱酒由于具有消费稀缺性,消费者对于茅台之外酱酒并未形成成熟判定标准,市场目前属于供不应求阶段。但是光瓶酒,多年来大部分酒企并未放弃这一市场,这也导致了虽然近两年来光瓶酒受到追捧,但是竞争程度却并未趋缓。

一直以来,光瓶酒由于受价格所限,利润空间小,因此市场竞争较之盒装酒更为激烈。而随着消费进入新阶段,各酒厂的产品升级需求迫使新品上市势在必行。但是,要如何才能保证光瓶酒新品成功进入市场。我认为,这需要企业采取四大战略和三大战术的执行配合。

战略一:聚焦运作

DUIYUQIYELAISHUO,DUONIANLAIXINPINSHANGSHIYIZHICAIQUDESHIGAOJUGAODADEZHANLVE,GUANGSAWANGSHIPUSHI。DANSHISUIZHEXINGYEJINRUXINYILUNFAZHANJIEDUAN,XIANZAIXINPINSHANGSHIDEZHANLVEYIJINGCONGQUANMIANKAIHUAZHUANXIANGJUJIAOYUNZUO。DIANZHUANGTUPO,XIANZHUANGLIANJIE,ZUIHOUMIANZHUANGZHENGHE,ZUIZHONGXINGCHENGSHICHANGZUIZHONGGEJU。

DUIYUJUEDABUFENCHANGJIALAISHUO,GUANGPINGJIUXINPINSHANGSHIDIYIBUYIDINGSHIJUJIAOYUNZUO。ZHEILIDEJUJIAO,SHIXITONGXINGDEJUJIAO,SHICHANPIN、JIAWEI、SHICHANG、QUDAODUOFANGMIANDEZHANLVEJUJIAO。ZAIDANGQIANCUNLIANGJINGZHENGSHIDAI,JIUQIYAOXIANGCHENGGONGTUIGUANGXINPIN,JIUBIXUCAIQUJUJIAOZHANLVE。ZHIYOUJIANGYOUXIANDEZIYUANJIZHONGSHIYONG,CAINENGBAOZHENGZIYUANXIAOLVZUIDAHUA。

战略二:局部爆破

ZUOWEIXINPIN,JINRUSHICHANGHOU,NENGFOUQUDECHENGGONG,YIBANERYAN,SHICHANGJIYUCHANPINDEZHOUQIBUHUITAIZHANG。CONGXIANZAISHICHANGCHANPINCUNHUOLVLAIKAN,BANNIANSHIYIGEXINPINDEHUANGJINYUNZUOZHOUQI。BANNIANNEI,XINPINMEIYOUHUODESHICHANGRENKE,NEIMEJIUHENNANZAISHICHANGCUNHUOXIAQU。

YINCI,XINCHANPINJINRUSHICHANGHOU,JIUBIXUCAIQUJUBUBAOPODEZHANLVE。ZHEILIDEJUBUSHIXIANGDUIYUCHANPINZHENGTISHICHANGERYANDE。BUTONGTILIANGQIYEDUIXINPINDEZHENGTIBUJUBUTONG。FENJIU、NIULANSHANDENGXINPINSHICHANGZUIZHONGYIDINGSHIQUANGUOXINGSHICHANG,YINCIQIHUIXUANZESHENGJISHICHANGJINXINGJUBUBAOPO。RUFENJIUDEJINGJINJIBUJU、ZHANGSANJIAOBUJUHEZHUSANJIAOBUJU。DANSHIDUIYUDADUOJIUQILAISHUO,SHOUZHIYUTILIANGXIANKUANG。JUBUBAOPOYINGGAIXUANZESHIJIQUYUSHENZHIXIANJIQUYUJINXINGKUAISUBAOPO,KUAISUZHAGENMUBIAOSHICHANG,JIANSHEYANGBANSHICHANG。

战略三:推拉结合

GUOQUWOMENZONGJIEYIKUANXINPINCONGSHANGSHIDAOHUODEXIAOFEIZHERENKEXUYAOJINGLIPUSHI、CHENLIE、CUXIAO、DONGXIAOSIGEJIEDUAN。DANSHISUIZHESHICHANGFAZHAN,WULUNSHIJINGZHENGSHOUDUANHAISHIXIAOGUODOUFASHENGLEJUDABIANHUA。SUIRANZHENGTIFAZHANJIEDUANMEIYOUBIANHUA,DANSHIXIANZAIXINPINSHANGSHIDEGEXIANGDONGZUOJIEZOUGENGWEIJINMI。ZHEIJIUSHIDEQIYEZAIXINPINSHANGSHIWANCHENGJINDIANGONGZUOZHIHOU,XUYAOTUILAJIEHE,CONGZHONGDUANYUXIAOFEIZHELIANGGEWEIDUTONGSHIJINXINGQIERU。

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战略四:精准转化

GUOQUWOMENCHANGSHUOMUQIANSHICHANGJUYOUSUIPIANHUATEZHENG,ZHEILIDESUIPIANHUABUJINBAOKUOQUDAOJINGZHENGSUIPIANHUA,ERQIEYEBAOKUOXIAOFEIZHEXIAOFEIXINGWEISUIPIANHUA。ZAIMIANDUICHENGXIANSUIPIANHUADEQUDAOZHONGDUANYUXIAOFEIZHESHI,QIYEXUYAOCAIQUJINGZHUNZHUANHUAZHANLVE。

YIQIANQIYEZAITUIGUANGXINPINCHUQI,JIBENCAIQUQUANMIANPEIYUZHUANHUAZHANLVE。DANSHIXIANJIEDUANJINGZHENGJINRUSHENCENGZHUANGTAI。SHICHANG、QUDAOYUXIAOFEIZHEFASHENGLEJIDADEBIANHUA。QIYEWUFAJIANGSUOYOUZHONGDUANYUXIAOFEIZHEKUAISUZHUANHUAWEIZISHENZIYUAN。ZHEIJIUYIWEIZHEJINGZHUNZHUANHUACHENGWEIBIRANXUANZEZHANLVE。XINPINSHANGSHIZHIHOU,ZHENDUIHEXINZHONGDUANYUXIAOFEIZHE,TONGGUOYIXILIEZHENGCESHOUDUAN,JIANGZHIJINGZHUNZHUANHUAWEIQIYEZHONGSHIKEHU。CHUBUJIANLIZIJIDEHEXINQUDAOTIXIYUXIAOFEIZHEQUNTI,DUIXINPINDEHOUXUFAZHANJUYOUJIDACUJINZUOYONG。

ZHENGQUEDEZHANLVESUIRANYOULIYUXINPINSHANGSHI,DANSHI,SHICHANGSHUNXIWANBIAN,YOUQISHIGUANGPINGJIUSHICHANG,JINGZHENGZHIFUZAYUCANKUGENGSHIZHONGSUOZHOUZHI。YINCI,YAOBAOZHENGQIYEXINPINSHANGSHICHENGGONG,HAIXUYAOYOUYIDINGZHANSHUPEIHE。

战术一:种子用户培育

YIKUANXINPIN,XIANGYAOHUODESHICHANGRENKE,ZUIZHONGXUYAOHUODEXIAOFEIZHEDERENKE。DANSHICONGZHEIJINIANLAIDESHICHANGZHENGDUOZHONGKEYIKANCHU,WULUNSHINIULANSHAN,HAISHIJIANGXIAOBAI,DOUWUFAQIANGZHANQUANBUXIAOFEIQUNTI。YINCI,DUIYUDADUOSHUGUANGPINGJIUXINPINLAISHUO,SHANGSHIZHIHOU,ZUIHEXINGONGZUOJIUSHIPEIYUZHONGZIYONGHU。

WULUNSHIYIZHUOSHIPINJIAN,HAISHIZENGYIN,NAIZHIQITAXINGSHIHUODONG。QIBEIHOUZHANSHUYITUZHIYOUYIGE,NEIJIUSHIQIANGZHANHEXINXIAOFEIZHEXINZHI。DUIYUGUANGPINGJIUERYAN,XIAOFEIQUNTIYICHENGXIANCHUDUOYUANHUADETEDIAN。CONGNIANLING、SHOURUHEXIAOFEIXIGUANJUNJIAOZHIGUOQUFASHENGLEJUDABIANHUA。JIANGXIAOBAIHEGUANGLIANGDENGCHANPINDEYIJUNTUQICHONGFENZHENGMINGLEZHEIYIDIAN。

依托本身品质,通过各种营销手段,增加产品体验频率,培育出匹配产品的种子用户,是光瓶酒新品上市后最重要工作。

战术二:种子终端推荐

YIKUANXINPINSHANGSHIDECHENGGONGYIJIHOUXUFAZHANDOUDOULIBUKAIZHONGDUANDEZHICHI。ERCHULESHAOSHUJIGEPINPAIDEXINPINSHANGSHISHIQUANQUDAOPUSHITUIGUANG。DABUFENGUANGPINGJIUDEXINPINSHANGSHIZHIHOU,DOUXUYAOZHONGDUANTUIJIE。ERBUTONGJIAWEICHANPIN,DUIZHONGDUANZIZHIDEXUQIUSHIBUTONGDE。MINGYANMINGJIUDIAN、SHENGHUOCHAOSHI、BIANLIDIAN、GELEICANYINDIAN,DUIYUBUTONGXINPINLAISHUO,ZHONGZIZHONGDUANDEXUANZEBIXUJIANCHIZUIPIPEIYUANZE。

CONGSHICHANGZHENGTILAIKAN,MEIYIGEZHONGZIZHONGDUANDOUNENGYINGXIANGQIZHOUBIANXIAOFEIQUNTIDEXIAOFEIGUANNIAN,BUFENZHONGDUANKEYIZAIQIZHONGQIDAOJUEDINGXINGZUOYONG。YAOJIFAZHONGDUANTUIJIANJIJIXING,XUYAOQIYEYUZHONGDUANJIASHENHEZUOGUANXI。CHUANTONGMAIHUOZHENGQIANDEGUANXIHENNANQUDONGZHONGDUANTUIJIANXINPIN。ZHEIYIDIAN,WUSHUXINPINANRANTUICHANGJIUSHIMINGZHENG。YINCIXINXINGSHIXIA,YAOYILIYIWEINIUDAI,YIQINGGANWEIRUNHUAJI,YINDAOZHONGZIZHONGDUANTUIJIANXIAOLV。

战术三:局部市场氛围营造

SHICHANGFENWEIDEQIANGRUODUIYUXINPINSHANGSHICHENGGONGYUFOUQIDAOLEJUZUQINGZHONGDEZUOYONG。GUOQUCHANGJIAZAIXINPINTUIGUANGSHANGCAIQULELUKONGXIETONG,QUANMIANFUGAIXUANCHUANDECELVE。DUIYUGUANGPINGJIULAISHUO,CAIQUZHEIZHONGCELVEDUIDABUFENQIYEDEBUCHANGSHI。YINCI,JUBUSHICHANGFENWEIYINGZAOJIUXIANDESHIFENBIYAO。

ZAIJIDINGQUYUNEI,HUWAIHUNEIPEIHEGUANJIANXUANCHUANWULIAODESHIYONG,JIAQIANGXUANCHUANPINLV。TONGGUOQIANGLIDUXUANCHUAN,YINGZAOXINPINJIJIFENWEI,KUAISUZAIJUBUSHICHANGTIGAOXINPINPUGUANGDUYUZHIMINGDU,JIASHENCHANPINZAIXIAOFEIZHEXINZHONGYINXIANG。SUIZHEXUANCHUANTUIGUANGJINRUXINJIEDUAN,XIANSHANGXIANXIAJIEHESHIDETUIGUANGSILUYICHENGWEIGONGSHI,“LIANGWEIYIDOU”DUICHANPINTUIGUANGDEZUOYONGYEYUFAMINGXIAN。

    关键词:酒类营销 光瓶酒 营销技巧  来源:酒业家  杨承星 华策咨询高级
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