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“国酒”化走向需要注意什么?

发布时间:2020-10-09 浏览次数:0网址:https://www.qdljjy.com

白酒化看似是一种行业行为、企业行为,目的在于把白酒卖到市场,但其实质是一种文化推广与渗透。由于酒与文化具有天然的亲缘性与结合度,世界各国的酒类推广都遵循文化+酒的模式展开。这一战略无疑已经成为白酒行业、企业的共识。
Liquor internationalization seems to be a kind of industry behavior and enterprise behavior, aiming to sell liquor to the international market, but its essence is a kind of cultural promotion and penetration. Due to the natural affinity and combination between wine and culture, wine promotion in all countries of the world follows the mode of culture + wine. This strategy has undoubtedly become the consensus of liquor industry and enterprises.
“文化+酒”说起来简单,但其背后的内涵却必须得以明确。
"Culture + wine" is simple to say, but its connotation must be clear.
以文化为例,同样要在明确大的主题方向的前提下,开展具体的工作,在目前的全球环境下,是强力提出自己的文化符号,从气势上高调覆盖市场;还是渲染差异化,培养好奇心和消费者?前者立竿见影,适合规模化打法。但以国货在海外的发展历程看,必须辅以与成本上的优势,方能见效,而白酒出海的一大痛点正在于远高于进口的关税,附税后没有武器“开路”,白酒无法走大多数电器、服装等国货曾经的道路。后者则需要找准目标市场的文化痛点,以文化差异博得消费差异,需要白酒界将自身特点与行业共性有机结合。
Taking culture as an example, we should also carry out specific work under the premise of clear major theme direction. In the current global environment, should we forcefully put forward our own cultural symbols to cover the market in a high profile; or should we exaggerate differentiation to cultivate curiosity and consumers? The former has immediate effect and is suitable for large-scale operation. However, in terms of the development of domestic products overseas, it must be supplemented by the advantages of price and cost in order to be effective. However, one of the major pain points of liquor going to sea is that the tariff is much higher than that of import, and there is no price weapon to "open the Road" after tax. Chinese liquor can not follow the path of most domestic products such as electrical appliances and clothing. The latter needs to find out the cultural pain points of the target market, win the consumption differences by cultural differences, and need the Chinese liquor industry to combine its own characteristics with industry generality.
散葡萄酒招商
全球市场的规律是可以借鉴的,新酒种进入新市场更有着自己的路径。横向比较进口葡萄酒在的推广历史,可以发现不少有趣的现象。法国葡萄酒进入市场适逢改革开放初期,以葡萄与教育为突破点,在丰富的知识面前,法国人高举高打在葡萄酒文化上不吝惜钱,把葡萄酒消费者定位为人士——没有一定的实力就不要想喝法国葡萄酒了。初期的文化高投入与区格定位,使法国葡萄酒始终保持“”的品类形象,即使近年来面临市场的冲击,但仍能保持一定的规模与市场地位。
The rules of the global market can be used for reference. New wine varieties have their own way to enter the new market. Comparing the promotion history of imported wine in China, we can find many interesting phenomena. The entry of French wine into the Chinese market coincides with the early stage of reform and opening up. With grape and education as the breakthrough point, the French hold high in the face of rich professional knowledge, do not grudge money in wine culture, and first position wine consumers as high-end people - do not want to drink French wine without certain strength. The initial high investment in culture and regional positioning made French wine always maintain the image of "high-end" category. Even though facing the impact of price market in recent years, it can still maintain a certain scale and market position.
酒文化讲究“风土”是千百年来延续的传统,无论古今中外,酒生产者都会将好山好水作为卖点传递给消费者。葡萄酒强调以葡萄种植为的降水、土壤等,而白酒则强调用水、洞藏等。尽管范畴略有不同,但消费者都在消费的同时被勾起对陌生地域的无限想象。
It has been a tradition for thousands of years that wine culture pays attention to "local conditions". No matter at all times and in all countries, wine producers will pass on good mountains and good water to consumers as selling points. Wine emphasizes the precipitation and soil centered on grape planting, while liquor emphasizes water and cave storage. Although the category is slightly different, consumers are reminded of the infinite imagination of unfamiliar regions while consuming.
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