Intensive cultivation of Yuncang winery to reconstruct the new marketing model of people, goods and field

Competition in the wine market is becoming increasingly fierce, but looking at the operation of the wine market, most companies are still in an extensive state, and rarely carry out intensive cultivation. This leaves an effective space for the operation of beverage companies. As long as there are companies that can make more efforts in this area and carry out intensive cultivation in all aspects of market operation, they will definitely be able to achieve gratifying results and obtain huge gains.

With the development of the Internet and digitalization and the rise of new retail, Yuncang Winery is also actively exploring a new model. Starting from consumers, grasping the changes of consumers, consumption scenes, consumption patterns and consumption behaviors, Yuncang Winery combines new needs, new media and new technologies, and gradually establishes links between people. Developed to the link between people and the field, people and goods, people and brands, to achieve sales and brand development.

Yuncang Winery pays attention to the shaping of brand culture. It owns three major brands, including LEESON, Bold & Generous and HOMANLISM. They use different brand decision-making strategies for different categories. Multiple categories are used to meet the differentiated needs of different market segments, which is conducive to meeting the different consumption needs of consumers and helping to occupy more market segments.

On the basis of the traditional wine industry, Yuncang Winery uses Internet thinking and big data technology to combine online and offline to reconstruct the new marketing model of people, goods and markets. It has become a model case in the industry. Its new thinking, new The model has also achieved a new speed and a new miracle in its growth in the beverage industry. According to industry insiders, the case of Yuncang Winery reflects from the side that as a traditional wine industry, the brand is important, but a set of effective models is equally important.

Yuncang Winery is a combination of Yuncang + winery. Cloud warehouse delivery, winery experience, the traditional wine business is online, and offline tasting is advocated. Offline purchases can also be placed online, and can be picked up in batches or by order. Orders are shipped one by one, and dealers do not advocate hoarding except for wine for display and basic inventory, and the operation is flexible. It is a sales platform that transforms the traditional liquor business online, and is a member unit of the China Alcoholic Drinks Association.

For wine companies, a suitable marketing model is the best. The transformation of the traditional marketing model is also valuable, but the adjustment of the marketing model is a work involving the entire marketing system, which requires the support of the top leader, the need for a suitable new model strategy plan, the change of concept of the sales staff, and the adjustment of the organizational structure, finance, Cooperate with background departments such as sales management.

Management is the basic work, but it is also the core work. Because the growth of sales figures in the market is often attributed to marketing strategies and methods, the excellent product quality of Yuncang Winery is not blown out, not detected, not supervised, but managed. When management becomes a marketing method, it can effectively promote market sales.

Product quality and marketing should not be separated. Yuncang Winery is a combination of Yuncang + winery. In order to enhance the interaction and experience with consumers, let the brand imprint be branded in the hearts of consumers for a long time, and greatly enhance consumers' favorability. For a wide variety of wines from different production areas, Yuncang Winery gives consumers the right to choose. Through blind tastings held in various places, consumers and professional wine lovers can choose wines that are suitable for consumption through blind tastings. Consumers like products with high repurchase rate.

Wine is also alive. A bottle of wine is constantly evolving from the time of brewing, which is the birth of life, to the end of life when it is drunk. Yuncang Winery believes that in the blind tasting, if everyone can start talking from the beginning of grain planting to the beginning of brewing, and record the process in detail, it will make this blind tasting unique. This is a very good marketing method especially for identifying the products of different brands under Yuncang Winery. Let consumers feel the life of a bottle of wine, and they will cherish it even more.