of Yuncang Winery is to build a brand with a high sense of value to drive transformation

In the context of online liquor and market rejuvenation, the Internet has become the core channel for users to obtain liquor information . According to a survey, 89% of liquor users will obtain liquor information through the Internet. The online platform is not only a sales channel but also an excellent position for product promotion. Only by mastering the combination of product promotion and traffic can we win the recognition and reputation of the brand from fans and users and achieve continuous conversion and repurchase. Yuncang Winery believes that user value recognition is the key to realizing the unity of product and effect . How to create a sense of high brand value requires effective brand building .

It is understood that Yuncang Winery is affiliated to Hainan Yuncang Winery Co., Ltd., which is an online sales platform for traditional wine business, and is a member unit of China Wine Association. Yuncang winery is a combination of cloud warehouse + winery, cloud warehouse delivery, winery experience, some of the traditional wine business is online, offline tasting is advocated, offline purchases are also possible, and online orders can also be placed (online orders are only for Order records and logistics inquiries do not support online payment, buyers need to find suppliers offline to pay themselves), can pick up goods in batches or ship them one by one according to the order, dealers do not advocate stockpiling except for display wine and basic inventory , flexible operation.

Compared with the traditional wine business, Yuncang Winery provides dealers with online services such as product display, ordering, statistics, and customer management, realizing the integration of online and offline sales business. Customers can experience in the physical winery, and can purchase on-site or online. Orders are shipped from the warehouse according to the order information, reducing multiple transshipments and saving costs, allowing consumers to enjoy more affordable prices.

The brand building of Yuncang Winery is mainly reflected in the three steps of fan circle, word of mouth and communication .

circle powder

Tell the brand story well, and talk to users to attract fans with strength . Traditional brands and white brands convey different focuses to users. The reputation of traditional brands is already there, and the focus is on continuous expansion. For white brand wine, a good brand story is a shortcut to break out in the Red Sea . "There is no history, no liquor", the brewing year of liquor, Maotai Town and other liquor production areas, the water quality advantages of Chishui River, and the brewing techniques of 12987 and Kunsha are all one of the core elements that confirm the brand power and product quality.

word of mouth

Celebrity endorsement head strong endorsement, started brand reputation . As a product with a high unit price, the liquor category relies more on celebrity endorsements for endorsement and delivery, and promotes new products or core products to attract official accounts. The focus is on brand promotion and product reputation building. As a brand, it can use celebrity planting materials to spread in multiple channels, quickly increase the popularity of the brand and products, and create explosive models. From multiple dimensions such as wine table scene implantation, winery visits, and plot fusion product endorsements, the quality of grass wine is planted to consumers.

spread

Build a self-media matrix account, widely spread user contacts to promote conversion, establish a brand matrix account for normalized content release , and use multiple self-media portals to reach and undertake users to achieve continuous communication . Different accounts publish differentiated content to attract multiple circles of people and accumulate a huge number of fans.

After the brand building of Yuncang Winery has achieved the three steps of fandom, word-of-mouth, and dissemination , it is to complete the traffic-driven offline links , tap business growth, use data-driven to help the scientific management of liquor brands, and collect online user analysis. Big data understands consumption status and trends, and provides precise insight into industries.

to deeply understand crowd characteristics from four aspects: crowd penetration tracking, crowd portrait insights, popular Internet content, and industry content trends. In terms of content insight, it is necessary to conduct in-depth analysis on dimensions including brand creativity analysis, product selling point mining, product structure, single product potential analysis, and deep mining of growth potential. In terms of product insight, it is necessary to track products in the industry to market segment insights, choose the right focus and advantages, focus on strategy, and make precise efforts.

Yuncang Winery is far-sighted, allowing its brands to complete the infrastructure construction through all-round matrix promotion , scrolling free traffic in the public domain, forming fan accumulation and growth; in order to accelerate brand growth, the brand can use commercial domain traffic to connect the business field with the content field, Tap more traffic potential to achieve business growth. And in the way of private domain operation, long-term operation cultivates consumers' continuous repurchase habit.