First, health wine should have obvious health care function.
Although health wine is wine rather than medicine, the purpose of consumers drinking health wine is to pursue its health care function. Otherwise, it's better to drink other wine to refresh yourself. Because health wine contains traditional Chinese medicine ingredients, even the most scientific process will inevitably have some drug residues. If there is no health care function or the health care function is not obvious, this health wine will not have strong vitality. Even if the "concept" is hyped, the life cycle will not be too long. With the maturity of consumers' consumption concept, even being cheated is only once. Therefore, the health care function should be the life of health wine. Health care comes first, alcohol comes second.
Second, the function of health wine should be clearly targeted.
Nowadays, the popular health wine on the market often has many functions. Even advertised a bottle of entrance, all diseases are removed. It seems that the more functions, the wider the scope, the larger the consumer group, and the higher the sales volume and profit. In fact, this is a misunderstanding in the development and promotion of health wine. There has always been a saying in China that "one trick can be eaten all over the world, and a hundred talents can be exhausted". Militarily speaking, although the shrapnel of soil guns and soil guns has a wider range of attack, it is not as lethal as the bullets hitting the target now. The same is true of product development and promotion. One thousand accidental consumption is not as meaningful as one hundred perennial consumption. At the same time, the function of curing all diseases is slowly losing its market, which is difficult to be recognized and accepted by consumers.
Third, health wine should have a name that conforms to traditional culture and has a distinct personality.
As the saying goes: if the name is not regular, the words will not be smooth, and nothing will be achieved if the words are not smooth. The name of health wine is also very important. For example, what's on the market now, such as "golden gun doesn't pour wine", "macho man gets on the horse and drinks", "Du Kang Viagra wine" and "Hongdu Viagra wine", and so on. The name clearly explains the content, but it violates the traditional moral culture of China and consumers' consumption psychology, resulting in artificial consumption obstacles. Because this kind of product is something you are willing to enjoy and ashamed to export, but it can't be too hidden or too exposed. Imagine: consumers with a certain status, status, educational level and spending power, who is likely to publicly display, drink or give away the products of the other party with this name?
Fourth, the advertisement of health wine should avoid carpet bombing.
Because health wine has different health care functions, if it is bombarded like liquor, fruit wine, medicine and cosmetics, the effect is not ideal, and it will waste a lot of advertising resources and increase the market development cost. Therefore, the advertisement of health wine should carefully study the question of "who to talk to, what to say and how to say it" according to the health care function, market positioning and consumption target. This can not only save a lot of marketing expenses, but also get twice the result with half the effort.
Fifth, the internal and external packaging of health wine should have distinct personality and pursue the differentiation of similar products.
The packaging similarity of existing health wine is serious. One is too antique, the other is full of foreign flavor, lack of personality, and more assimilation. It is difficult to show the personality and distinctive features of the products on the counter of the store. Therefore, under the premise of safety, convenience and practicality, health wine should improve its grade, style, personality and cultural taste as much as possible according to its functions and characteristics. Only in this way can we increase its chances of standing out among many health wines.
Sixth, the development and promotion of health wine should focus on the pockets of the rich.
Although people's living standards have been greatly improved in recent years, there are still a few people who are really rich, and only a few people can use their power to spend freely. Although these people are small in number and proportion, they are said to account for about 15%. But its consumption capacity accounts for more than 70% of the health care market. Therefore, the development and promotion of health wine should first study what these people are doing, thinking and needing most. What kind of products and under what circumstances can you give generously? This problem has been thoroughly studied, and the development and promotion of health wine can be "outlined". If you catch watermelon and sesame together, you may lose sight of one thing and lose sight of the other.
Seventh, health wine should sum up the experience and lessons of other liquor sales and create a new marketing model.
Compared with drugs and other alcoholic products, health wine has similarities and its own characteristics. Therefore, it is often not ideal to promote the market completely according to the methods of drugs or other alcoholic products. It is convenient to buy wine in supermarkets and specialty stores, and it is more reassuring to buy medicine in hospitals and pharmacies. This kind of product, which is between medicine and wine, must open up new sales channels, transform or establish new networks, and achieve better terminal sales results.