Maintain strategic focus and create a lasting Yuncang winery brand in the minds of consumers

Competition in the liquor industry is getting fiercer! Whether it is high-end famous wine brands or low-end wine brands, there is fierce competition in terms of brand value. With the influence of consumption upgrades, demand changes and other factors, the liquor industry will enter a brand new era.

The value of wine brand is rooted in Chinese traditional culture. Wine is a representative symbol and business card of the Chinese nation. The world is one family, harmony but difference, different cultures and different characteristics have created different wine cultures and unique wine-making techniques. At present, there are as many as twelve types of liquor flavors in China alone, not to mention that the brewing technology is still developing, and the types of flavor types are constantly emerging.

In many wine industries, how to make the brand valuable has become the key to stand out from the encirclement. Brand value is the core part of brand management elements, and it is also an important symbol that distinguishes a brand from similar competing brands. Yuncang Winery mentioned in the brand competitive advantage that the brand assets are mainly reflected in the core value of the brand, or the core value of the brand is also the essence of the brand.

Hainan Yuncang Winery Co., Ltd. (referred to as Yuncang Winery) is a wine wholesale platform and a member of the China Wine Association. Yuncang Winery owns three major brands, including LEESON, Bold & Generous and HOMANLISM. By making part of the winery's business online, it supports both offline business and online procurement. The display of offline suppliers and online suppliers is consistent with the business model. This method of one-piece delivery in the cloud warehouse, offline winery experience, and online shopping allows distributors to operate at low cost and consumers to buy wine more affordable , dealers can pick up the goods in batches or send them one by one according to the order.

Yuncang Winery believes that it is not a matter of overnight, but a long-term process to develop a valuable brand that belongs to the enterprise. So what is the definition of brand value?

First, it refers to the comprehensive image of the brand in the minds of consumers, including its attributes, quality, grade (taste), culture, personality, etc., which represent the value that the brand can bring to consumers.

Second, it refers to the amount calculated by a brand at a certain point in time using a method similar to tangible asset evaluation = market price. If it is appropriate or identifiable, it may appear on the balance sheet.

Third, the diversification of value theories makes brand value endowed with different connotations. According to the theory of labor value: brand value is a series of joint actions taken by brand customers, channel members and parent companies, etc., which can enable the brand product to obtain greater sales and more benefits than when the brand name is not obtained, and can also make The brand gains a stronger, more stable and more specific advantage over the competition.

Fourth, according to the neoclassical value theory: brand value is whether people will continue to buy a certain brand, which can be measured by indicators such as customer loyalty and market segmentation. This definition focuses on evaluating brand value through customer utility.

In an increasingly crowded market, Yuncang Winery believes that relying solely on price competition is not a strategy for sustainable corporate development. Every effort should be made to create a lasting brand in the minds of consumers. To make it feasible, you need to understand its concept and operation method, and more importantly, take a reliable way to link it to brand value. At present, with the in-depth development of economic globalization and technological revolution, consumption patterns are undergoing profound changes, and the Chinese wine industry is facing new development opportunities and challenges. Only by maintaining strategic focus, grasping the general direction, and taking advantage of the trend can we promote the development of the enterprise.