Go upstream and you are a hero. Inverse, is to be unique, to be different, and then to stand out. Heroes are like this, so are good products. At present, fruit wine enterprises are all one-sided. No one can "stand out from the crowd", not because they are unwilling, but because they have not found the trick to open the market. Some enterprises have invested a lot, but their strategies are wrong and they have been tepid. In fact, fruit wine, like dwarfism, has never grown up since its birth. It lives in an awkward world. The wine industry is a big industry. Liquor, beer, wine, foreign wine and even health wine are all popular all over the world, but fruit wine has never been established. As a new category, it is a foregone conclusion that the fruit wine industry is a trend with the improvement of consumers' consumption concept and consumption level, but the fact is that the whole fruit wine industry is like entering a fog, and it has never found a market breakthrough and has been wandering, unable to form a climate. Throughout the liquor market, we find that there are three kinds of people who drink liquor. One is to save face, so you will buy expensive liquor, such as Wuliangye. The second kind drinks the atmosphere, so it will drink a lot, such as Jin Liufu; The third kind of drink is loneliness, such as Erguotou. Specific to fruit wine, because the degree is not high, and you can't drink the atmosphere, not to mention loneliness, so the development direction becomes blurred, and some even once positioned fruit wine as a woman's wine, but in real life, it is difficult to see someone consuming it. Li Mingli believes that there are many reasons for the poor management of fruit wine market, but only by clarifying three problems can we find a way out: first, fruit wine should have a big development direction and know where to go to have a positioning; Second, clear competitors, who is the fruit wine competing with, and the fruit wine itself? Or white wine, red wine and health wine? Only with clear competitors can we produce operational strategies; Third, we must recognize what kind of people drink fruit wine, that is to say, we must identify the breakthrough crowd. And all this needs to "know yourself and know yourself." The so-called confidant is to understand the industry situation, industry trends, industry advantages, disadvantages and opportunities; Know yourself: consumer demand, consumer value, advantages and disadvantages of competing products, etc. And a solid understanding of consumers is the starting point of the breakthrough, and satisfying the unsatisfied consumer demand of competing products with the strongest advantage is the way out. Whoever can touch the most sensitive heartstrings in consumers' hearts is the biggest winner in the fruit wine industry based on consumer demand to break down consumption barriers. In the special investigation of fruit wine by brand marketing organizations in Fiona Fang, the awareness, popularity, consumption pattern, consumption scene, taste and culture of fruit wine are all important factors that affect the hot sale of fruit wine. However, most fruit wine enterprises do not attach importance to consumers' psychology and do not regard it as the key point to solve the problem. Instead, they just emphasize the nutritional value of fruit wine and hope that consumers will regard "the nutritional value of fruit" as the core demand for buying fruit wine. These are precisely a directional mistake made by fruit wine enterprises: most consumers do not drink alcohol to supplement nutrition and beauty. In the liquor market, some enterprises once played the concept of "nutritious wine" in the fierce competition, but they were eliminated faster. Therefore, the understanding of consumers' minds is not thorough enough, and I don't know why consumers buy it. As a result, enterprises have been scratching their boots and doing useless work, both in publicity and marketing. Therefore, for such a promising industry, although many enterprises have a good foundation of fruit wine products, they have not realized their due value, and even appeared the phenomenon of "begging with golden dolls". According to Fiona Fang brand marketing agency, if we want to crack the spiritual resources of consumers, we must have a good understanding of modern people's psychology and drinking culture. People in China drink, paying special attention to the reasons, atmosphere and drinkers. Liquor, especially high-grade liquor, is the best choice for business and official business and the largest market for liquor consumption. In places where friends and relatives get together, beer is often the first choice for family consumption; Red wine is the best choice in relaxed and romantic bars and couples' parties; At home, middle-aged and elderly people often drink some health wine, pay attention to prolong life and keep fit. On the contrary, what fruit wine lacks most is such a support. It can't find where the drinker is, where to drink, and why to drink fruit wine. Ningxia Hong, which advises everyone to "drink a little every day and be healthier", has gradually faded out of consumers' sight, which proves in real time that this road has been difficult to move forward. From the development of wine and beer, it can be seen that the two seniors adjusted their strategies in time, reversed their direction and opened the market by "emphasizing taste, fashion and lifestyle". Therefore, for fruit wine, if we want to reverse Gankun and compete with the wine industry predecessors, we must break through in learning, on the one hand, break the psychological barriers of consumers, on the other hand, find a way to survive through strategies. Obviously, competitors use differentiation to achieve a breakthrough in fruit wine. If they want to survive, they must compete, and competitors determine the way of competition. No competitor is too strong to challenge, but the challenge is slightly different. Many people in the industry think that fruit wine is a separate category. At present, there is no wine brand leader in China, so there are no competing products. Just make your own wine. In fact, Li Mingli himself did see many fruit wine enterprises do this, but "good wine is afraid of the deep alley" is more suitable for the fruit wine industry. No competing products may not be a good thing. The survival of competing products is to help each other. Looking at the development of the industry, there are almost two or more brands that promote the development of the industry, delicious VS Pepsi. Yili VS Mengniu, McDonald's VS KFC, Maotai VS Wuliangye, Nike VS Adidas, etc. Therefore, finding clear competitors is the fundamental problem for fruit wine to survive. In Fiona Fang's view, fruit wine should not only find competing products, but also find a big competitor and differentiate itself from it, so as to find living space. Just like "Mercedes-Benz is easy to sit, BMW is easy to drive and Volvo is safe", each has its own advantages and selling points. Stand with the giants, find the gap between the giants, use precise strategies, separate target consumers, and implement precise strikes, thus pushing the industry to the public's field of vision. On this basis, according to different fruit wines, we can create different selling points, such as the nobility and history and culture of litchi wine, the beauty and romance of rose wine, the nutritional value of kiwi wine, and the efficacy of mulberry wine in clearing heat and moistening lung. And add regional brands, cultural brands, channel brands and marketing brands to form different differentiation. Only the tail is left in the era of "people are superior". Today's society is an era of multiple values, and differentiation is value. This is the key to marketing competition. Even products that conflict with traditional ideas will have a market as long as they have differentiated value. This is the success of grassroots celebrities such as Sister Furong, Sister Feng and Brother Sharp. At present, the packaging, color and even taste of fruit wine are strikingly similar to that of wine. It is not difficult to imagine that this follow-up strategy will undoubtedly make enterprises consciously jump into the Red Sea of their choice. Li Mingli himself thinks that fruit wine can't simply imitate wine and health wine, but should form its own style and be different. Only by opening the blue ocean through differentiated competition can we find a bigger market and embark on a new road of characteristic marketing. Mining the cultural connotation of fruit wine for characteristic marketing is the biggest problem that puzzles fruit wine: who am I? Fruit wine, is it fruit or wine? Is it health wine or another new category? Fruit wine should give itself a clear positioning, a completely different value from liquor, beer, red wine and even health wine, which constitutes the core selling point of fruit wine. Li Mingli thinks that fruit wine should become fruit wine, but the focus of marketing should be adjusted, and the order of marketing should be: selling wine first, then selling fruit. To find living space in the field of wine, we can't simply regard wine as the carrier of fruit. The competition in the wine market is so fierce, what should I do? Cultural marketing can undoubtedly be used for reference. In recent years, liquor brands such as Jinliufu, Xiaohuxian, Fang Shuijing and xifeng liquor have done very well. With the banner of "China Fu Liu Jinfu" played by "Fu Culture", "Liu Jinfu" successfully carried a new liquor brand, and Xiaohuxian, Fang Shuijing and xifeng liquor also used our traditional national culture to varying degrees to grow into today's big brands. For consumers, liquor is no longer a simple commodity, but a consumption carrier to realize emotional sustenance and self-value satisfaction, which is the cultural connotation of liquor. Therefore, for fruit wine, cultural factors are the key points to determine whether a brand can be effectively distinguished from many competitors. Specific to all kinds of fruit wines, their origin, raw materials, technology and taste itself have very strong unrepeatable characteristics. It is entirely possible to highlight the connotation and enhance the core influence of the product through careful design. Li Mingli thinks that for fruit wine, the function is easy and the culture is rare. Whoever does well in culture will win. For example, drinking fruit wine, savoring unique culture, enjoying life, casting a respectful eye, and reaching the standard is an idea.