The brand thinking of imported wine

The purpose of creating a brand is to expand sales, and the regional nature of wine limits its output. Therefore, for imported wines, the two “degrees” of brand – reputation and popularity – are very important, but may be the role of the former. Be bigger. For the huge Chinese market, there are two ways to extend the product line by expanding the reputation and then solving the output problem (not the expansion of production, but the extension of the product line). One way is to use the main brand and then the brand. In order to subdivide products at different price points, they are sold under the reputation of big brands; the other way is to take the “P&G-style” route, that is, a system is divided into different brand operations, just like Rejoice, Head & Shoulders, Sassoon and other brands belong to Procter & Gamble.

The representative case of the former is the Lafite series. The Lafite range can be extended to over a dozen wineries and dozens of products. The downside of this approach is that it may reduce the brand's reputation. For example, Viña Los Vascos in Chile has had a negative impact on Lafite's brand. Rafi’s current sharp decline in domestic prices, one of the reasons is that the Lafite range of product lines extended too widely, consumers can not tell the difference between products. The use of reputation to expand sales, when the popularity rises, the reputation has been lost. The DRC of Burgundy appears to be in the same way, but because it strictly controls the extension of the product line, it guarantees a good reputation, but at the same time it is far less famous than the Lafite series. The representative case of the latter is the LVMH Group's various brands: Hennessy, Chateau Cheval Blanc, Chateau d'Yquem, Moët et Chandon, etc. In addition, there is a more high-end champagne brand, Dom Perignon. These are all 100-year-old brands that are jointly managed and promoted by the LVMH Group.

If you want to give a brand that can be used for reference in China, it should be Chateau Puech Haut in France. At the time of entering the Chinese market, there were serious differences within the Phuket International in France: According to the experience of the developed countries, the global managers had to be a brand “Phu Ao” in China and sell in different regions. I insisted on sub-brand operations. So, in a short period of five years, new brands such as "Bib'Art", "Chateau Puech Haut" and "Domaines Bru" have formed in China. Reputation.

Two "skills" for the name of the wine

Everyone has different opinions on the translation of wine names. Some people like to transliteration of the name of the wine, because the Western style; others like to localize a little translation. How exactly is it? Consumer choice is the answer. The meaning of the wine name itself is more important at first, but the meaning itself is not the key when other brands form a certain reputation. Everyone knows Lafite, this name is certainly a success, it is simple, generous, catchy, but when the brand becomes household name, the meaning of "Lafite" (Lafite) itself has been diluted. Penfolds is also a good example. Although it is popular in the literal sense, it is still vulgar. It can be studied from the pronunciation of the wine name. It is still catchy and easy to spread. Therefore, one of the “skills” for translating the name of the wine is that the pronunciation is loud and the last syllable is open speech.

"Surgery" of the second, concrete. The figurative refers to the consumer's association with the brand. Representation is particularly important for a new market. For example, Baima Zhuang, this name can always be reminiscent of a white horse that is set up by a mane, because its name is "fictitious," and its fame even surpasses that of Saint Emillon of the same producing region. Château Ausone. Let's take a look at Château Haut-Brion, the weakest celebrity of the five famous names. Because of its pronunciation and insignificant name, brand awareness has been weak. Now the winery decided to change its translation to “Huber. king". Chateau d'Yquem is also known as the Dijin Chateau. I personally like the latter because it vividly describes the golden liquid and its precious value. It is both vivid and vivid. Therefore, it is easy to pronounce and easy to remember. This is the two aspects of brand translation.

The Chinese and foreign differences in brand promotion are in France. The wine brand promotion methods are mainly wine tastings, restaurant promotion meetings, or inviting reporters to live and study in the field, or cooperate with some film festivals as their designated wines. Winemakers rarely invest hard and broad for three reasons: First, consumers have a certain understanding of wine, do not need to guide consumption; Second, the French people's thinking is more personalized, the concept of consumption is also very pragmatic, not follow suit; Wine in France is like China's rice. It is a daily consumer product.

However, the promotion of wine brands needs to take into account the actual situation in each country's market. Chinese consumers have limited knowledge of wine; they like to follow suit; China's pervasive advertising... These are the differences between China and the world. Therefore, the way in which wine brands are promoted in China is broadly based on the following aspects: looking for distributors and attracting business through industry magazines and website advertisements; for dealers, the most effective way is street sign advertising, or sponsorship activities. The wine tasting is also a model of new wines listed on the market or the passive cooperation of foreign producers. This is the difference between Chinese and foreign wine brands. Understand each other's brand promotion concepts and methods, can maximize the benefits of the brand.

Brand positioning and analysis of products to understand the market is the premise of positioning. In Wenzhou, "the sheep's head is red, drink a little expensive!" This slogan is a good position. This wine retail price of 1600 yuan. How many people will buy themselves to drink at home? Therefore, the word “expensive” does not affect household consumption at all. In China, when it comes to dinner, how much money is spent represents how respectful it is to the guests. This slogan is apparently derived by the creators after thinking about the positioning of wine and the characteristics of the market. As a result, the effect of this advertisement is that: Wenzhou people are invited to dinner. If they do not drink Lafite, the next choice is to drink this label as "expensive" wine. The advertisement for the Barclays Art Barrel is “art* product”. This product is a limited art bucket wine, a simple three-character, highlighting the art, but also highlights the essence of the wine "products", together it is a catchy "artwork", it can be seen their brand positioning is Not the same as the former. There is also a good slogan: "Not only neighbors of Baima Chateau, but also competitors!" A word that not only pointed out the source of the wine, but also pointed out the level of wine, but also shows the arrogance and confidence of the winery.