Legend: autumn salinger gas from 0 to 400 million yuan

When we are in the supermarket shelves "conveniently" picked up a bottle of autumn salinger gas, have you ever thought, actually beside it has two or three different brands of kvass, their prices are similar, but why we choose only the autumn salinger gas? Classical economics, each consumer is assumed to be "rational people", but the actual consumption process is often presents such a state of "irrational". We can not help but ask, business competition, what's the core of the product itself, or something else?

Tyurin brand heritage in one hundred, the autumn ling you are natural gas in the beginning of "rebirth" marketing advantage. But in front of the impact of the industry's giants, qiu ling gas also like all the other local brands. Why only autumn salinger gas stand out from the local brand transformation as the national famous brand, 300000 stores across the country in 21 provinces and cities? This is obviously not a "brand" in one hundred can be simply summarized.

Modern standard production make the products become increasingly homogeneous, the focus of the competition is no longer the product quality, but the influence of the brand. Harbin is not lack of good product, good is lack of the influence of national brands. How to build the brand? How to gain the national famous brand regional brand? Autumn salinger gas samples of 5 years to build brand marketing, worth all green food enterprise reference and reference.

In one hundred, brand of "new" faces

Not only by the middle-aged and old consumers

Did the young man follow suit

People would rather in a table, such as a one hundred - year - old, rather than in a deserted new restaurant dining, because people believe that those who stand the test of time, is really a good thing. Tyurin screamed, food co., LTD., chairman of ZhongZhaoMin decided to restore the lattice gas production style is derived from this, she believe to this born in 1900 in Harbin people of the city brand is our relationship to the lattice gas gave us numerous drinks are the feelings of good memories.

Marketing master Philip kotler once said: the market positioning is the soul of the whole marketing. What is market orientation? Put bluntly, who want to sell products. "In 2009 decided to resume production, we locate consumers over the age of 35." ZhongZhaoMin said.

This is a don't look so smart positioning, drinks are the main consumer groups of young people, consumers tend to think in terms of health over the age of 35 refused to drink. To a group of people who do not drink beverages, also have to sell this product? ZhongZhaoMin reason is, the gas is not only drink, "the nineties of the last century, drink a bottle of kvass, is one of the biggest enjoyment, it is the Harbin people unforgettable memories forever."

The market reaction, and prediction of ZhongZhaoMin completely consistent, the influence of the brand in one hundred and the inherent nostalgia, makes autumn salinger gas has just launched a, in the consumer's demand, "because of a shortage of production capacity at that time, the dealer to wait in line for a month, can take the arrival of the goods." ZhongZhaoMin said.

Surprise, middle-aged and old consumers to chase after hold in both hands, also drove the young man's suit, "I only drink coke and juice drinks, originally, but because my mother is always a case of a case to buy autumn salinger gas, I also will follow to drink, really good drink. Drink this thought only the old, but later you will more and more friends begin to drink, also don't think it's old." Li Xinyue, 26, is to accept the century-old brand of "new" faces.

In one hundred, brand of "new" faces

In addition to the health care function of nourishing the stomach

The colour and lustre of kvass and taste similar to beer

This seemingly small changes in the market, is a huge test for autumn salinger gas, because this involves brand positioning strategy adjustment. Will continue to "nostalgia", ignore this just started rising young consumers, where is the next point, is a question of autumn salinger gas need to think about.

At this point, another signal to the market release of autumn salinger gas revelation, "we're in the market research found that as the drunk driving check more and more strict, a lot of people who drive, go out to dinner, will choose kvass, because its color and taste are similar to beer." Tyurin beverage co., LTD. General manager zhong said after the winter.

Then, "don't drink and drive, drink drink autumn salinger gas" new slogan. This seems to be a perfect market positioning, chasing hot easy to resonate. Market survey results also proved that the effect of the publicity, sales of hotels, restaurants do have greatly increased. However secondary following winter soon discovered that this must be a major hidden danger exists, "drink is not the taste, but that kind of state, said that from this point, the gas can never reach the effect. More importantly, such positioning is actually doing market narrow."

Found this problem after autumn salinger gas brand team began to think about a question of origin - kvass exactly is what? "Why people love to drink kvass? Because it digestion, drink the stomach uncomfortable. Autumn salinger where is the difference between gas and other drinks? Is it not essence and pigment, is a healthy drink." Zhong after winter said.

With the market, by working through the autumn salinger gas finally determine its brand positioning, only the two simple words, nourishing the stomach.

Market positioning is "what? Is lock in the crowd, and then give them a reason to buy." The northeast agricultural university, engaged in brand marketing research and teaching Su Baohua teacher said, why do people drink nongfu spring? Because buy a bottle of is equal to the children in the mountain areas contribute a cent. Why use head and shoulders? Because of dandruff. Why to drink autumn salinger gas? Because of nourishing the stomach. Qiu ling gas combined with the characteristics of the product green healthy brand image, satisfy the consumer demand, and conform to the development requirement of our times, let a person can't refuse. And determine the final again and again before the brand positioning is also very normal, "Coca-Cola or as when the stomach medicine to sell?"

The most authentic industry runners-up

We produced the first bottle of kvass

Lattice gas sales of about $400 million this year after clear brand positioning, autumn salinger gas began to plan the national market. In 2012, China's largest lattice gas production base, annual output of 100000 tons of qiu ling ha nam gas production base, and tianjin branch plant, put into production. Qiu ling, gas out of the three northeast provinces into the Beijing and tianjin and north China region. However, qiu ling gas "born again" soon after the biggest crisis, at the beginning of 2013, the beverage giant strong lattice gas market, gas and other local kvass brand Harbin autumn salinger, pushed into a corner. At that time, one hundred green health brand image and brand influence, began to work.

"In front of the beverage industry aircraft carrier, we might be a little sailing boat." Zhong, the winter is very clear with the FMCG giant spell channels, the price can only to fight is a dead end, but the autumn salinger has natural gas marketing advantage - "we are the Chinese the first bottle of kvass maker."

Then, in order to "authentic inheritance, industry one hundred" as the theme of brand publicity expand rapidly. The brand marketing soon get surprise effect, those who do not learn about the history of autumn salinger gas consumers, began to actively to understand such a remote city brand in one hundred, the autumn salinger gas from numerous Harbin kvass local brands stand out, become consumers in the mind that "the most authentic industry. 2.

With the aid of brand awareness of ascension, autumn salinger gas also completed the perfect sales network, 300000 stores in 21 provinces and cities. Sales also from at the beginning of millions, jumped to $2013 in 260 million, the year of 400 million yuan sales target and basic nailing on the plate.

Su Baohua said, in this process, the autumn salinger gas completed the most important step in the marketing - become "candidates". Research has shown that for a category, consumers can remember the brand's only six, don't become one of the six, the product quality is again good also useless.

The meaning of successful samples

Heritage of the brand in one hundred

Really do not copy?

Autumn salinger gas of drawbacks, it looks as if can only envy letting a person, cannot be mimicked, because inheritance can not every enterprise has one hundred, but Su Baohua think that success can completely copy, because the time problem, can through advertising, using modern brand marketing solutions, brand awareness is not strong is the biggest problem restricting the development of Harbin city green food enterprises ".

Famous agricultural products brand planning expert, blue lion intellectual bond cloud-l (Beijing) brand design co., LTD., general manager, has the same feelings, and Su Baohua "Harbin and heilongjiang agricultural enterprises, investment in tangible assets willing to spend money, said hundreds of thousands of millions of devices on the top, but a serious shortage of investment in intangible assets, think that money isn't worth. Modern, standardized production conditions, product quality has almost no difference. For example, rice is all companies use with bamboo equipment, what is the difference between your product and others? Really can enhance bargaining power, not technology, not quality, is a brand. A simple example, the same factory production T-shirt, no brand 10 yuan of money, as li ning can sell 100 yuan, with big brand can sell 300 yuan, this is the role of the brand."

Cloud-l said that at present a lot of agricultural products, green products enterprises in a "the Italian thin" dilemma, "I know a Harbin enterprises, annual sales of 120 million yuan, net profit is only about 2%. The risk is big, too tired to death, but just don't make money, not in the way the product brand, just doing a 'nature of the porter' there is no bargaining power."

Cloud-l said now is the golden development of agriculture, green food industry, the enterprise leaders should through training and learning to solve their own thinking limitations, increased investment in intangible assets, to make their own brand culture and connotation, "or it can only be price war, although won't die, but will live very hard".