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1、酒文化助力二线白酒品牌腾飞（The wine culture of the second tier liquor brand take off power）History is the origin of China liquor flow long, as the saying goes no wine no seats, meet friends, wine, liquor has become the most Chinese traditional cultural connotation of the consumer goods.However, in our country at
2、 present the liquor industry in the top fifty, only Moutai, Wuliangye, Jiannanchun, Luzhou Lao Jiao and other front-line liquor brand and the Liuyang River, Zhijiang Daqu and other small second tier liquor brands occupy enough mental space in the minds of consumers, more second tier liquor still in
3、hovering stability or practicing internal strength, lack of brand influence, such as some brands of liquor, sales exceeded 1 billion mark, but its brand influence is considerable sales do not match the sales of low-end products alone to complete the product, the profit space is a premium brand value
4、 is not high.A mature market development trend is the 20% leader of the brand will occupy 80% of the market, the liquor industry did not?The future development trend is: liquor liquor market has become more and more people living in the spirit of consumer products, to meet the low-income living need
5、s of low-grade liquor consumption began to decline, and meet the needs of the business of high-end liquor consumption gradually increased. The brand will become more and more influence on liquor marketing From EMKT. Com. The CN tool, Mao five swords wines such as the market share will be further imp
6、roved, the strong stronger, this is the consensus of the industry. This means that the brand weak second tier liquor brand living space will face greater pressure, and even some will be eliminated.In the fierce competition in the liquor industry, second tier liquor to seek survival and development,
7、only one way, that is to establish the brand competitiveness, enhance brand value, the impact of the first camp liquor.So, for the second tier liquor brand value promotion space in where?The culture of wine to enhance the brand valueSince ancient times, wine and culture are inextricably linked, the
8、ancient why the worries, only Dukang this is Confucian house wine, let a person feel homesick.The wine itself is a kind of culture, culture of liquor brand value.In fact, no matter what kind of liquor, if you remove the packaging, the taste is nothing but a hot drink, drink dizzy. Although the liquo
9、r brewing process, because of the year, flavor and other factors will lead to different taste, but the taste is not the most fundamental reason consumers choose some liquor.Consumer choice of liquor is considered most factors of the brand, packaging and price of wine itself, the external manifestati
10、ons of these factors is precisely the wine culture connotation.A liquor brand value is far more than the material level, but also in that it contains the cultural connotation. In the growing homogenization of products today, more and more enterprises to the quality of products, prices, channels and
11、other aspects of making a difference, just give the wine culture and wine brand personality unique connotation, enhance favorability and better association of consumer brands, to form their own competitive advantage.If a liquor brand has become the symbol of a culture or form a habit of life, it is
12、the spread of power, influence and sales force is amazing, this brand will occupy peoples mind,The consumer will be the formation of brand trust and loyalty. So, touched the hearts of consumers of wine culture, create brand value.Before Luzhou Lao Jiao Chairman Mr. Yuan Xiuping wrote in the rule of
13、liquor consumption is the consumption of liquor culture that is a cultural needs, this kind of consumption occurs in culture under the control of behavior, such as family, friendship and emotional communication, expression of passion and spirit and dedication respect and prestige.In fact, the strong
14、 liquor brand contains the vivid cultural connotation.For example, Moutai has created the history of none of the national supreme status. A major event in history of decades of frequent intervention, given the Moutai wine wine cultural connotation. In the minds of consumers of resources, history, ho
15、nor, power, blood is thick, Moutai wine distinctive personality, people drink more wine Moutai, want to experience the wine distinguished and authentic.In August 1998, Shuijingfang found Quanxing group of Chengdu city street liquor production workshop, Shuijingfang is the worlds oldest wine brewing
16、workshop, passed from generation to generation with art and culture, so Shuijing Bonochi will be available China liquor first place, support its culture is the wine culture , although the advent of Shuijing Bono high, but the performance is still rising, quickly became known to every family liquor brand China.Once a child asked parents to come back for dinner at night or early in the morning, the parent
