Before165438+1October 18, I'm afraid not many people in China will know about this liquor enterprise from Nantong, Jiangsu. However, this situation may change after participating in CCTV advertising bidding.
At CCTV's 20 10 gold resource advertising bidding meeting, Yisheng Liquor won the A-segment advertising space after Focus Interview in May and June of 20/kloc-0, and subscribed to the advertising time slots of these famous CCTV columns: News 30 Minutes, Dialogue and China Financial Report. As a "dark horse" in CCTV advertising bidding, what is the mystery behind the "birth" of Yisheng wine industry this time?
The past life of wine industry in one's life
"Yisheng wine has a history of one hundred years, and won the gold medal of wine appraisal in 1906 World Expo. After continuous development and growth in recent years, Yisheng wine industry has the foundation to go out of Nantong and go to the whole country. Expo 20 10 held in Shanghai is a rare opportunity for the development of life-long wine industry. Our participation in CCTV advertising bidding this time is to use CCTV, a national communication platform, to improve the brand awareness of Yisheng and realize the sales growth of Yisheng wine. " In the face of an exclusive interview with the reporter of Advertiser, Gao Lisheng, the chairman of Yisheng Liquor Industry, came straight to the point.
When it comes to the gold medal for alcohol in the World Expo, many people immediately think of Maotai, the national wine. At the Panama World Expo 19 15 (the predecessor of the World Expo), Moutai won the gold medal in liquor, and its brand story of "rejuvenating the country by throwing bottles angrily" is still widely circulated.
In fact, it was Yisheng wine, not Maotai, that won the first gold medal in the World Expo in China, although this fact is not widely known.
Nantong Yisheng Liquor Co., Ltd., formerly known as Yisheng Winery, was founded in 1894 by Zhang Jian, a famous industrialist in China in modern times and a champion in the late Qing Dynasty, and has a history of more than 100 years. Yisheng Liquor 1906 won the gold medal in the Italian World Expo, nine years earlier than Moutai.
Like most state-owned enterprises, Yisheng Liquor, which had a glorious history, missed an excellent development opportunity in the system transition from planned economy to market economy, and even declared bankruptcy in July 2005 because of poor management. That is, in that year, Gao Lisheng, the chairman of Haimen Communications Steel Rope Co., Ltd., became the new owner of Yisheng Liquor at the price of 1 1.6 million yuan through bidding.
Main brand: Gold Award for a lifetime
Judging from the product quality, Yisheng wine is brewed by extracting a variety of herbal essences, which has the function of health care and conditioning human body functions. Therefore, probiotic wine is different from traditional liquor and traditional tonic wine, but "healthy wine".
After analyzing the competition pattern and its own characteristics of liquor market, Yisheng Liquor decided to take "Gold Award Yisheng" as the main brand in the future, and its market positioning was high-end commercial liquor on an equal footing with Maotai, Wuliangye and Jiannanchun. The reason why Yisheng Liquor subscribed to programs such as Dialogue and China Financial Report for advertising this time is to find the target consumers of Yisheng who won the gold medal.
"It turns out that we and Maotai are at the same starting point. Before the cultural revolution, it was a few dollars a bottle, bought by ticket. Unfortunately, Yisheng wine did not seize the development opportunity after the reform and opening up. " Gao Lisheng doesn't think it is arrogant to dare to compete with famous brands such as Maotai, Wuliangye and Jiannanchun. He said that regardless of history, culture or product quality, the Gold Award has the strength to compete with these brands all its life.
"What gold medalists lack now is popularity. The World Expo to be held next year is a good opportunity for gold medalists to achieve brand breakthroughs." Gao Lisheng said.
Differential communication: the first wine in the gold medal of the World Expo
Being able to occupy the "first" position in the hearts of consumers is undoubtedly the best positioning of a brand. Gao Lisheng said that in order to form differentiated communication with other brands, the Golden Award has taken "the first wine in the World Expo Gold Award" as its communication proposition. In the specific target market, Jin Yisheng will first focus on the Yangtze River Delta, with the Beijing-Shenzhen market as its two wings, and attract investment for the national market, forming a "point, line and surface" market layout.
Tan, director of advertising media strategy in Chang Rong, said in an interview with Advertiser that the Shanghai World Expo will be officially opened on May 20 10/day, which will surely attract extensive attention from the media and the public. Yisheng Liquor Industry participated in CCTV advertising bidding this time, hoping to take advantage of the great attention of the opening of the Expo at this stage to maximize the advertising communication effect.
Tan believes that Gold Medal Yisheng can choose another famous person as the brand spokesperson to shape the brand image. Because only with the influence of spokesmen can the brand image of the Golden Award be more concrete and vivid. In addition, aviation magazines and other media that can reach the target consumers should also be included in the consideration of advertising. In addition, the name of Nantong Yisheng Liquor Co., Ltd. had better be changed to China Yisheng Liquor Co., Ltd., so that consumers will think that the enterprise is a big enterprise facing the national market. Tan said to him:
Offline activities: around the theme of the World Expo
Gao Lisheng revealed that in view of the communication theme of "the first wine in the World Expo Gold Award", the brand promotion activities of the Golden Award Lifetime 20 10 will definitely be launched around the Shanghai World Expo, and the market plan is currently being worked out. The proposed scheme includes presenting the gold medal Yisheng Expo wine to the Shanghai World Expo Organizing Committee and the Shanghai Municipal Government, sponsoring the selection of "Expo image ambassadors" in Jiangsu Province, and auctioning the donated gold medal Yisheng wine.
According to informed sources, Yisheng Liquor tried to apply to be a sponsor of the liquor brand of Shanghai World Expo, but it was regrettable that it lost in the competition with Maotai. It is reported that the total sponsorship of Maotai is as high as 1. 1 billion yuan, including cash 1 billion yuan and the value of Moutai products 1 billion yuan. Obviously, such a high degree of sponsorship is beyond the competition of Yisheng wine industry with limited strength.
Brand culture: Confucian merchant culture and health preservation culture
The competition of liquor brands is not only the competition of brand image, but also the competition of brand culture. With a history of one hundred years, how can Yisheng wine industry spread its own brand culture in the future marketing communication?
Gao Lisheng revealed that the brand culture of Yisheng Liquor Industry is mainly reflected in two aspects, one is the culture of Confucian merchants, and the other is the traditional health-preserving culture of China.
Mao Zedong once said: "When it comes to China's national industry, two people can't forget: when it comes to heavy industry, you can't forget Zhang Zhidong;" When it comes to light industry, you can't forget Zhang Jian. "This shows the influence of Zhang Jian on China's modern light industry. In Gao Lisheng's view, Zhang Jian, the founder of Lifelong Liquor Industry, was not only a scholar in the late Qing Dynasty, but also started an industry. His refined and patriotic qualities in life and business activities can be said to be a typical representative of Confucian merchant culture. The establishment of a corporate brand culture is largely related to the founder of this enterprise. Zhang Jian's elegant temperament has also become a culture represented and pursued by the wine industry all his life.
As for the health culture, Gao Lisheng said that it can be reflected from the word "life", which means "life support". China culture has always attached importance to health preservation, and Zhouyi Tiaoci Zhuan says that "the greatest virtue between heaven and earth is to care for life". "The product feature of Yisheng Liquor itself is healthy liquor, which is in line with the current concept of consumers pursuing healthy drinking, and also conforms to the concept of health preservation in terms of product efficacy." Gao Lisheng said.