According to incomplete statistics, there is every two days, a new company to join the national health wine industry. Health wine investment boom continued in 2007, is expected to heat up. Combined effect of the planning agency received almost monthly health wine business phone, asking how to make health wine marketing. "First Financial Daily" and other media also health wine industry, interviews with the author.
Inquire health wine business types are manifold, both traditional liquor and pharmaceutical health care products company, also holds a secret, or proprietary institutions and individuals, and even animal and plant breeding institutions. They are Chinese and the rapid development of industry and higher profits, eager to rely on health wine overnight, but most companies are very vague understanding of health wine.
China's Top Ten planning agency - that the combined effect of planning, public health wine to be had before the taste, quality, selling point, mentality and customs personnel 5. This five relevant is the basis of product sales, can not be ignored. If the foundation is to play well, like construction of buildings on the beach, the greater the disappointment will be a dream.
First off: taste off. Changyu wine three whip, brand and effectiveness are good, but slow growth performance, which is a major reason for poor taste. On the contrary, light cool taste a leader - one of King magic wine of success. Health wine to meet consumer taste first, rather than efficacy. Many health wine companies that their products are well-known universities in China jointly developed a patented product or a traditional remedy, efficacy is very good, certainly not the problem in future sales, but often neglect the first element of health wine: taste. Health wine now, first of all alcohol, not drugs. Taste (not efficacy) was a re-purchase of the most important factor. Efficacy is not embodied in a short time, requires the test of time. But the taste tests, will immediately lose market opportunities.
Care taste wine from the base wine, taste, alcohol and sugar content and other elements in degrees. Health soak liquor by the drink from, particularly important for the quality of liquor, alcohol liquor in any case can not make good health wine come. Taste to be elegant, Yao Wei can not be too strong, can not have odor and flavor, the entrance to foam. Alcohol is generally not more than 35 degrees, but the gap between the region greater flexibility to adjust according to sale of alcohol content area. Most health wine have sugar, but sugar content can not be too high, at least not feel sticky throat. New IPO, taste must be tested, not just by the business leaders to determine the taste. Enterprises with their own subjective judgments of product preferences, the results have often considerable error.
The second hurdle: the quality. 2005 will wine, turned out in the national rum on and run on millions of CCTV funding, but ultimately short-lived. Wine will have many reasons for the failure, but the quality of its lethal but related reasons. 90% of the health of Chinese wine does not pass drug tests in countries where the Ministry of Health or certification, nor in accordance with the GMP standard. But the company's quality standards can not be reduced, quality is the life, loss of quality, the company has no life. Inferior liquor, pigments and other raw material is determined not to use the wine to clear, can not appear cloudy and foreign matter. General quality of its wine business is not easy to go wrong, but the packaging easier to ignore. Untight seal, label fade, labels and so on from the side, though they are small problems, but the effect on their trust of consumers will be a barrier.
Third off: selling off. Full scorpion wine is the specialty of old revolutionary base areas Yimeng Mountain, in the absence of a clear selling point before, and always get out of the mountains. Through effective planning of a comprehensive packaged together to determine the selling point for the Chinese scorpion first wine, function as: "Immunity to keep fit, Qushi detoxification", use different strategy to make it into a national market, a dark horse. Health wine competition, similar products, there is no accurate positioning and selling points, is hardly the show late. Selling point may come from health advantages of wine itself, but also may come from the psychological feelings of the target audience may also come from value-added products. If the enterprise's own poor planning, looking for a professional planning company is a shortcut.
Fourth off: off mentality. Health wine is rapidly developing high-profit business, but health wine, after all, is in its infancy, the investment return on a long cycle. If the lack of market awareness training did not prepare to fight the ideological war endurance, as early as possible out of health wine industry. Current alcohol consumption among health-care relatively narrow, health alcohol consumption only 1% of white wine, many people need to lead the market. Market education requires a lot of money and time, quick success can only be Banded. Education is not a good market alone advertising bombardment, it is difficult to open the market. There are many companies in the product immaturity, when the network is not perfect, they mistakenly put in the CCTV television advertising, the root cause of health wine industry is not clear. Jizao psychology, marketing strategy will lead to mistakes. Combined effect of the planning that the new health wine business step by step, do a down market, basic job done, the use of aerial advertising, will be even more powerful. Health wine market despite the slow start, but the relatively liquor, the product life cycle should be long over.
Fifth off: Talent off. Now do the market, talent is the core competitiveness. Even the best product, not an effective fighting force, it is difficult to sales success. Health wine different from white wine, the market operated with more refined and professional, more demanding on human resources professional. Old wine in new businesses rely on health professionals, is difficult to achieve. Effective planning of the proposed joint use of airborne lead the professional army, the formation of complementary team. Please do professional marketing consultancy guidance, but also to improve the professional talent to good laws.
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