The fierce competition in the wine market is not only manifested at the channel level, but also from the advertising. As a marketer, although we can’t go deep into every competitor’s company to learn more, from the point of view of advertising alone, The same can be found in some problems, that is, these seemingly apparent problems, but profoundly reflect the operational philosophy and thinking of a company. As the saying goes, it’s the same thing to do the right thing, and it’s always more important than doing the right thing. What is meant by "doing the right thing" is of course the right thing to do and the things to do. But then again, every company's philosophy and thinking are different. Every business is doing what they think is right and right. No one can deny this, so there is no idea to some extent. The difference between right and wrong is that everyone's cognition is different. Here, the author does not want to provoke a debate on ideas, but it is to talk about what you think, and to communicate. The chaos behind the advertisement A liquor company in Hebei produces two types of products, namely, liquor (ordinary liquor) and lamb wine (a certain function of health wine). The two types of products are also very different in terms of taste and taste. The author saw several advertisements of this company in the market: in the same period, using the same brand, some advertisements were promoting white wine, some advertisements were promoting lamb wine, and the author was once confused. What kind of product is this brand? Liquor and lamb wine? This kind of practice may be a good thing to improve the brand's popularity, but the simple popularity can not bring sales, which is not conducive to the market growth of any category products, and is not conducive to the brand building, just like the Yanjing beer at the same time. Like the Yanjing brand as a beverage product, it always makes people think of the taste of the wine unconsciously. In this case, if one type of product is strong and one type of product is weak, the association of a strong category will seriously interfere with the consumers of the weak category. If the products of the two categories are not strong, the consumers of the two types of products will be disturbed by the brand association: the white wine will not consciously think of the taste of the lamb wine, and the wine of the lamb will unconsciously think of the taste of the liquor. How many people are willing to drink such a drink or such a wine? This is a fundamental reflection of the company's brand planning problems: wrong extension, category confusion. Without scientific brand planning, investing more advertising resources will not shape the brand, and it will be more difficult to promote the effective growth of the market. Resource chaos behind advertising For small and medium-sized enterprises, in the case of limited resources, we must use the resource focus strategy, in order to play the greater efficiency of resources. In Shijiazhuang, Hebei, you can see a lot of such enterprises, such as Mudeng, Liu Wei, etc., and Song He, for example, with the idea of ​​doing a certain market, they began to advertise in the market, and the actual market. The problem is: the dealer resources are not strong, the goods are not spread to the terminal, the promotion can't keep up, the marketing team can't keep up... The market results can be imagined. This is a typical example of decentralized use of resources, and the result is a waste. This phenomenon reflects to some extent that the company lacks the idea of ​​system marketing and does not have a reasonable marketing plan, resulting in a disconnect between the various elements of marketing and waste of resources. In terms of the real estate market of these brands, it is actually worth thinking about: although the company has a good performance in the real estate market, it is not a brand, and the resource input is far from the leading brand in the market. The author is really confused: in the home market with real estate advantages and brand influence, why can't companies concentrate their resources to achieve greater success? Moreover, it has been such a long time in the liquor industry to put forward the operation concept of "the liquor company wants to develop in a benign manner and must build a market according to the local market". The above is the problem of the decentralization of resources in regional investment. There is also a situation in which the brand investment is scattered: especially in multi-brand enterprises, one market, one brand is A brand, and the other is brand B, such as the mud pit winery. Mud Pit and Fu Sheng Quan, as a result, no brand has become a leading brand in the market. Sprinkle salt everywhere, nowhere can it be sea! Product misplacement behind the advertisement There is a saying in the liquor industry very early: the image of high-end wine trees, the benefits of mid-range wines, and the low-end wines account for the market. Perhaps influenced by this sentence, many liquor companies often put higher-end products on the top when placing advertisements - since it is a tree image, it must be high. If the products in the advertisements are the ones that you mainly promote in the market and are suitable for the corporate brand and the market, it is understandable to do so. If you sell 20 yuan of wine on the market, you have to promote the 200 yuan product. Undoubtedly also a waste of resources. The establishment of the brand image is not from the higher-grade products of the enterprise, but from the products with large sales volume and more consumers' contact. This is the product image part of the brand image. Therefore, when implementing product focus, advertising resources must focus on products that have growth potential and are mainly promoted by enterprises, rather than being high-end and high-end. False big space behind the advertisement All enterprises know that brands are the magic weapon for enterprises to gain competitive advantage. All enterprises know that brand establishment and advertising are directly proportional. All enterprises also know that to build a brand, it is necessary to increase the brand's culture and connotation, and to improve advertising. Taste... Therefore, we have seen many advertisements that shout slogans, shout ideas, and shout history and culture. In fact, if the concept is good or culture, there must be a carrier. This carrier is a product. Or, the brand image is not from history and culture. It is not history and culture that can closely relate to consumers. . Therefore, the premise of advertising is productization. The secret of investment behind the advertisement This point is to listen to the dealers, but also to some companies to listen to. In the liquor industry, some companies are doing market in a down-to-earth manner, relying on step by step efforts to gain the growth of the company, while others want to gain development through the money of the circle and the dealers. Therefore, when choosing a brand, the dealer must not only look at the advertisement: the strength of the company is determined by the strength of the advertisement, and it depends on the action and the investment of the company in the actual marketing work. The big ones may not be able to do a good job in the market. If the company is strong, it will not necessarily bring a big market and big profits. Of course, nothing can be generalized. The benevolent sees benevolence and the wise sees wisdom. Although we have mentioned a lot of problems found in advertisements, we also see that there are many companies and brands that are really good in the market, such as Shuijingfang and Zhangzhou 1573. I will not say more here because of the experience and lessons. It is always more important than praise performance. Achievements are easy to bring pride and self-lost. Experiences and lessons can make people learn to understand. Throughout the history of human development, we are also born again in the constant fall and climb. I hope every enterprise They all live very well and live well. Yoga Pants,Gym Yoga Pants,Gym Pants Yoga Wear,Compression Wear,Swim Wear,High Waist Leggings Co., Ltd. , http://www.nsyogawear.com