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熱看新品發布會!2020酒企推新、產品升級,劇透了什么?

發布日期:2020/3/24

文章摘要

 熱看新品發布會!2020酒企推新、產品升級,劇透了什么? 核心內容:品牌整合營銷、品牌百度推廣? “一年之計在于春”。3月,歷來是白酒行業的“選...

 熱看新品發布會!2020酒企推新、產品升級,劇透了什么?

核心內容:品牌整合營銷、品牌百度推廣?

“一年之計在于春”。3月,歷來是白酒行業的“選品季”,但是受疫情影響,傳統春糖延期,2020年無論是廠家推新,還是商家選品,都發生了變奏曲。
It is worth noting that in the extraordinary period, moutai, wuliangye, yanghe, luzhou laojiao, lang wine, gujing gong wine, shide, gutai, jinsha and other powerful brands have been organizing or planning new product cloud release, product upgrade and other actions.
那么,這些推新、升級的舉措,劇透了哪些新的產品方向?這又會對市場和商家,帶來怎樣變化?
非常開局,2020新品有哪些?
2020年的行業節奏受疫情影響,基于市場突圍、廠家布局和商家選品的多方需求,產品推新以及升級換代依舊成為近期的熱點,各家酒企都在相繼推出或在謀劃新品:

茅臺最新上市了“走進俄羅斯•莫斯科”、“走進意大利•米蘭”、“走進智利•圣地亞哥、“走進坦桑尼亞•達累斯薩拉姆”4款走進系列紀念酒。 

據悉,這款青花郎紀念酒,將延續經典詠流傳的經典文化傳承,在2020年02月02日由大師小批量勾調完成,產品具有鮮明的Collection value and memorial significance.
As wuliangye company to meet new consumption, new demand, focus on creating a high number of high-quality products. 70° hot original degree of small wine, hot index of "five fire", not only for the enthusiasm of the extreme taste of the fashion consumer groups, but also to meet the pursuit of fashion young consumer groups.
Ancient god as a little food 72 - degree, 100 ml bottle of liquor, is the ancient group after 42 degrees ones small food, heavy sheet is tasted, the layout of a strategy to redefine the famous winery small bottles of liquor new height of the mainstream market. On the marketing mode, different from traditional ones small food god way of listed products on February 26th night in Tmall, jingdong, suning, spelling and so on various wraps a lot line booking.
In terms of wine quality, the product is made up of aged wine more than 6 years old and aged wine more than 15 years old. The wine is more full in age, more outstanding in flavor, more smooth in entrance and more comfortable after drinking.
摘要(四大名著)、摘要(喜慶版)、金沙回沙酒鉆石七星,這三款產品是金沙酒業重磅亮相的新品。其中,摘要(四大名著)、摘要(喜慶版)均是以高端代表大單品摘要為基礎做得文創細分:
摘要(四大名著)以“書讀經典、酒飲摘要”為創意主題,將中國最具代表性的經典名著與摘要酒書形酒瓶結合,具有很高文化價值與收藏屬性;
摘要(喜慶版)則將煙花作為設計元素進行創作,寓意著各種喜慶、吉祥、宏偉、歡樂、熱情的場面和心情,更好地迎合當前大熱的喜慶市場需求;
鉆石七星則以鉆石和五角星入手,瓶蓋以及瓶子肩部采用鉆石切楞效果處理,寓意產品歷經時光雕琢的恒久品質,進一步把The brand image and style characteristics of "alcohol soft miso fragrance, jinsha back to sand" go deep into consumers' hearts.
Moutai not old wine "raise, elegant, strange"
Maotai bulaojiu is about to launch "Yang, ya, strange" three series of new products. The product concept of "Yang" series is "natural, Yang changsheng", the concept of "ya" series is "quality life, taste life", and the concept of "qi" series is "chant classic, salute legend". Wait for "raise, elegant, strange" after 3 series appear on the market, moutai not old wine will have 6 series at the same time in the market contend for strange and colorful, satisfy the difference of consumer, individuation demand.
Very new, what new trends does it represent?
在看過這些產品推新以及煥新升級之后,我們能感受到酒企在打造“非常新品”,個性化、場景化、經典性的特征表現明顯,這在一定程度上也代表了非常時期,酒業破局的新思路和新方向。具體來看:
一是個性化的紀念版產品,在價值感和市場定價上都有鮮明標簽。如茅臺的“走進系列”、國窖1573的封藏大典紀年酒以及青花郎的經典詠流傳冠名紀念酒等。
注重產品的設計感、限量發售以及收藏價值,更突顯其稀缺性與尊貴感。作為經銷商來說,這類主要由名酒代理商來運作,對于商家的資金實力、渠道資源以及團購客戶都有非常高的要求。
二是因疫情影響而受關注的高度酒,五糧液的70°火爆原度小酒、古井的72度小罍神都屬于這一類別,在疫情非常時期而形成的高度酒“應時之需”。
As consumers, many people are out of health protection and curiosity, but this also puts forward higher requirements on the production level and quality threshold of wine enterprises, after all, to ensure the quality of reliable, but also to provide consumers with a good drinking experience.
Third, the advantages of the main products of the new upgrade, taste willing, the national standard of Taiwan wine and jinsha abstract, are typical representatives.
In fact, for wine companies, whether new products are launched or to build core products, the cost is increasing and the risk is also increasing. In terms of product thinking, many brands will not "push the new" without foundation, but tend to focus on competitive products, cultivate strategic single products, and "make the long board become longer" to maximize the extension of product life cycle.

整體來看,在“非常新品”的背后,透露出“非常時期”品牌的最新動向。無論是打造賣點突出的高附加值產品,還是對主力產品的升級賦能,目的在于強化品牌價值、提升產品價格,持續搶占消費者心智、強化市場認知,最終獲得更加強大的戰略優勢和品牌實力。

歡迎各位親愛的甲方爸爸來電咨詢了解,我們將以專業、全面的服務為您的品牌營銷創造不一樣的價值。http://www.hzxieq.buzz/?

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