Multi-brand operation has become the intangible asset of Yuncang Winery
It is understood that Yuncang Winery belongs to Hainan Yuncang Winery Co., Ltd. and is the operator of several brands, including FENDI CLUB beer, LEESON red wine (LEESON), Bold & Generous red wine (Bold & Generous) and HOMANLISM liquor (HOMANLISM) ).
As the operator of multiple brands, Yuncang Winery believes that brand operation is a three-dimensional model, which is a systematic thinking and work, rather than simply adopting one-and-a-half tricks to conquer consumers. There are tens of thousands of brands in the market, which seem to be chaotic, but in fact, they are classified into attributes and groups just like species in nature. In addition to physical attributes, this classification is more importantly the perceptual division made by consumers in their hearts. So one of the most important points is the positioning of the brand. An excellent brand must have a high degree of individuality, which can be clearly distinguished from any other brand. A brand without individuality will only be submerged in the ocean of brands. A personalized brand creates a sense of belonging for consumers and an irreplaceable relationship with the brand. After seeing a certain brand, consumers will think that this product and brand are tailor-made for themselves and are what they need. Therefore, we need to find out the distinct value difference of the product, magnify, magnify and then magnify the value difference, repeat, repeat and repeat the value difference, and through powerful and clear expression, consumers will be activated in every information link, thus forming an effective cognitive purchases.
Many brands under Yuncang Winery have clear positioning. It is understood that Yuncang Winery first entered the market with red wine, and then launched customized red wine, white wine and beer, and gradually increased the integration and sales of various wines, with precise positioning. Simple. Judging from the brand layout of Yuncang Winery, it currently has red wine, white wine and beer. It is not difficult to see that as the scale increases in the future, it does not rule out the selection of other wines, such as whiskey, brandy, beer, and nightclubs. Liquor, pre-mixed cocktails, fruit wine and some household fast-moving consumer goods, etc., are advancing towards the trend of the whole category, meeting the different needs of agents and consumers in various places, and expanding the market.
Yuncang Winery believes that once the brand positioning and brand value proposition are identified, it is necessary to persevere, so that it can be deeply implanted in the minds of consumers, so that consumers who are loyal to them believe that these brands have always been around them.
Yuncang Winery hopes to enhance the competitiveness of the enterprise through a multi-brand strategy, and use multiple brands of different categories to meet the differentiated needs of different market segments, meet the different consumption needs of consumers, and occupy more market segments.
Brand can be said to be an intangible asset of an enterprise, which has unlimited vitality. A good brand will invisibly affect consumers' willingness to buy. Yuncang Winery shared that, for example, there are two identical products, one is produced by an unknown company, and the other is produced by a well-known brand. At this time, most consumers will choose products produced by well-known brands. Because the products of well-known brands are valuable and guaranteed. Brand value includes many things, such as business reputation, quality assurance, cultural value, market share and so on.