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Period of time, including "Global Times", "Life Times", "China Wine" magazine, "sugar Alcohol and tobacco Week "and more than 20 professional financial media at home and abroad will be health-related marketing and brand liquor Marketing Question interview me to see this from one side, health care market has a vast wine incremental space and market space.
Today, this health-care wine show in the market increasingly crowded, drums to the trend. Higher profit margins, together with other line when the days become increasingly upset in recent years, a result, many enterprises are eager for, thump thump of the wealth of a few self-proclaimed headlong into the ocean, want to win as soon as possible chances of survival, market share cheese, is not it, in recent years, on Spirit And health, there have been endless, numerous adverse events and social commentary to the traditional liquor is losing more and more potential customers, "drink more liquor harmful to health" awareness is affecting more and more people, but will Wine Tasting , The age structure of people who know wine growing too large, the new generation group is accompanied by drinks, wine, beer growth, which means that the potential consumer population is shrinking in the face of this indisputable fact, many of the liquor business In order to overcome adversity, to seek new growth points and breakthrough, have access to health wine industry, wine industry hope to find in health important place.
Liquor industry giants as eager to join, once activated the health wine market. Elephant Wuliangye Dragon and Tiger Group already have the six wine wine brands on the basis of health, has launched a new gold wine brand, known as wine country Maotai Wine naturally outdone, platinum Maotai liquor was also put on the counter, plus has an absolute advantage in the market, the ancient ridge God Changyu Po 3 whip, Coconut Island deer turtle wine, fresh wine, without exception, all the signs are clear to an "health liquor" as if an era has come, Consequently, the industry's coveted lay without exception, make health care products from a million base, Onlly large impression, to do real estate development and Johnson, an market share is filled with the smoke of war.
This does not, all kinds of name of health, tonic, aphrodisiac, physical health concepts such as wine is full in the hotel business over the display case, the brand up to a hundred dozens of those finely packaged, priced cheap products Most just dust on the shelf, rarely attract the buyers. That is the case, there is still a lot of manufacturers one after the introduction of new products, much of your Changba me play situation.
However, China's healthcare market is really like a piece of wine looks sweet cakes?
Looking at the domestic wine market, health, well-known brand marketing experts, China's top ten outstanding marketing people, the Blue Ocean marketing consultants Chile Colombia CEO Mr. Yu Fei pointed out: At present, China's healthcare market base is very weak wine, still in the Warring States period, Brand numbered scale. Most deer turtle market is wine, fresh wine, and the total DNA caused by the main brands, such as Changyu three other whip, Maotai is not wine, even though the parent brand are giant sectors, although the effect of brand extension and funding has channel edge, but the market was less than satisfactory, let alone other does not have the resources and advantages that other products had.
Of the game is that you give customers what he wants, not what you give consumers something you want to, then, the concept of consumer spending, consumption patterns, consumer awareness is the market criterion. In the popular concept of consumption, the health wine is wine. Healthy people that do not need make up, sub-health disorder who can not fill, while the majority of consumers believe that wine is a health tonic wine does not meet drinking four seasons, which give health a fatal development of wine industry blow.
Present, the Chinese healthcare market, some of the mainstream wine brands, most of its brand strategy and positioning as health, tonic, aphrodisiac, physical concepts, few have their own unique positioning, which is the lack of a national health wine market One of the reasons leading brands. How to break the climate, season, the shackles of the concept, long-term planning of the lead market, develop the market, is currently the most when health wine enterprises overcome problems.
Health alcohol consumption is a typical functional needs of the individual products, and its consumption patterns, individual daily consumption should be the main function of the demand for the value of sentimental value should be higher than the demand, is a health behavior, and its consumer sites household consumption also led to a certain extent, health wine is "health + wine" combination, "wine" only health carrier, "health" is the primary concern of consumers, people emphasized that nutrition and health, is complement rather than treatment itself.
I am an expert from Cheap On Sales, usually analyzes all kind of industries situation, such as flower car magnets , mini screwdriver set.
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