Mengzhinan hotel

"Yanghe people always choose to face challenges without hesitation, and it is an eternal truth in the business field to adopt innovative strategies according to the changes of the times. In the next ten years, we will show a brand with outstanding position in liquor industry to represent Yanghe's value proposition and development trend. This brand is' Dream Blue M6+', which is a masterpiece of the connection between Chinese dream and brand dream, and will also become the axis brand of new era and new consumption. " 10 June10, Liu, executive vice president of Yanghe, chairman of the group trade and secretary of the Party Committee, issued a new round of brand charge at the "Dream Blue+"core dealer dinner of the 2020 Jinan National Autumn Sugar and Wine Party.

In less than a year after the listing of 20 19,1and June, "Dream Blue M6+" not only quickly became the new favorite in the field of high-end liquor, but also sounded the majestic voice of Yanghe. What kind of "password" is hidden in the "dream blue+"that Liu has high hopes for, and what kind of strategic ambition is hidden in the appearance of autumn sugar?

Debut in autumn sugar, "Dream Blue M6+" became the focus sought after by dealers.

Every year, the "high-end liquor area" of major convention and exhibition hotels is often the focus sought after by dealers, because it represents the active force of liquor industry, the emerging trend of industry development and the greater and stronger investment demand. In the high-end liquor area of Shandong Building, Yanghe's "Dream Blue M6+" exhibition area is particularly conspicuous, and the dealers who come to know about "Dream Blue M6+" are in an endless stream, which surrounds the exhibition area. It is understood that on the same day, more than 300 core distributors of "Dream Blue M6+" from Lu Yu Province gathered in Jinan, which is enough to show the infinite development charm of "Dream Blue M6+" facing the future.

At the end of 20 19, "Dream Blue M6+"made its debut in Nanjing, which was like a thunder in the liquor industry. As a gift for the next decade, "Dream Blue M6+" has been upgraded in quality, specification, image and anti-counterfeiting on the basis of the original "Dream Blue M6", creating a more mellow taste of "Dream Blue M6+" and making it a characteristic product in the new consumption era. The brand spirit of "The next decade, a better era, deserves a better you" makes consumers realize that choosing "Dream Blue M6+" is a thing full of the sense of the times. So "Dream Blue M6+" quickly won the recognition of high-end consumer groups and established a first-class market reputation.

People familiar with Yanghe believe that the success of "Dream Blue M6+" is not only an overall upgrade of quality brands, but also Yanghe's "courage to face changes and challenges without hesitation". 17 years ago in 2003, which coincided with SARS, Yanghe successfully launched the blue classic series products. With the brand concept of "the widest sea in the world, the sky higher than the sea and the man's feelings wider than the sky", Yanghe's overall sales have increased from several hundred million to tens of billions now, and it has also created tens of millions of billionaires in the field of wine marketing. After a lapse of 17 years, under the challenge of COVID-19 epidemic, Yanghe is facing challenges again. "Dream Blue M6+"leads the times with the brand spirit of "Better Times, Worth Better You", makes a brand-new personalized expression on the quality of China liquor, and opens another magnificent new development of Yanghe.

Liu stressed that "it is an eternal truth in the commercial field to adopt innovative strategies according to the changes of the current situation and finally achieve the goal of pulling out onions in the dry land." In the next decade, we will display a prominent brand in the liquor industry to represent Yanghe's value proposition. This brand is' Dream Blue M6+', which is a masterpiece that connects the Chinese dream with the brand dream through the times, and it will soon become the axis brand of new consumption in the new era. "

From Jiangsu to the whole country, the "blue flame" rose in Ran Ran.

What is Liu's confidence in the strategic positioning of "Dream Blue+"as "brand of new era and new consumption axis"? The unique brand charm of "paying equal attention to character and quality" may be its magic weapon to win.

Liu said, "Since the listing of19 and 165438+ 10, we have invested the most critical and core diversified resources full of the times, and the brand building and promotion system of' Dream Blue M6+' has been continuously enriched and improved. Through multi-theme, multi-angle and integrated planning, we have made a brand with both character and quality. "

Adding the spirit of the times to the brand connotation, the brand building of "Dream Blue M6+"is considered as an ice-breaking move in liquor industry. The brand concept of "the next decade, a better era, deserves a better you" and the brand spirit of "don't wait for a better era, we want to achieve a better era" connect the Chinese dream with the brand dream. In the "big river" of the times, everyone can find their own feelings. Through this way of expressing personal destiny and the development of the times, "dream"

In the past year, "Dream Blue M6+" reached a strategic cooperation with China Aerospace Foundation, launched the "Million Space Partnership Program", witnessed the launch of Tianwen-1, Chang 'e-5 and Beidou-3, and realized the common prosperity of Yanghe and Galaxy. At the same time, it launched the Mars landing site "Write our names on Mars", which set off a "space fever" and let more people in China fully see the "dream blue M6". In addition, through a series of "Love Relay" public welfare activities, a "strong connection" between "Dream Blue M6+" brand and public welfare has been formed, which has continuously deepened consumers' brand memory.

It is another core strategy of "Dream Blue M6+" brand to connect thousands of households with the feelings of home and country and interact with consumers enthusiastically. "Dream Blue M6+" started a dialogue with consumers in the form of an economic forum to discuss the opportunities and changes in the post-epidemic era. It has been spread all over the country for more than two months since it set sail from Nanjing Station. "Dream Blue M6+ Global Economist Forum" has also become a "gas station" to help the development of dream economy. "Dream Blue M6+" and CCTV jointly launched a variety show "Challenge Impossible" to realize communication and dialogue with consumers with the brand tonality of "dream" and "struggle". At the same time, "Dream Blue M6+" also launched digital promotion activities such as "Spring Blossoms First", "Yanghe Mid-Autumn Festival Gift, Deep China Love", scanning code to win red envelopes, and Alipay ARCAR collection, and established a brand-new digital operation system with consumers as the core to continuously enhance competitiveness.

A series of combination punches show the strong development potential of "Dream Blue M6+", which quickly radiated the whole country after gaining a foothold in Jiangsu base camp, showing great vitality. "From the initial stage of listing, the demand for distribution rights during the Mid-Autumn Festival was in short supply, and consumers' unpacking and repurchase of group buying units were constantly improving. It can be said without reservation that' Dream Blue M6+' has been successful in Jiangsu Province, and' Dream Blue M6+' has achieved quality and ideological quality among consumers. This can also fully prove that the strategic decision of' Dream Blue+'is completely correct. "Liu said that with the completion of the national layout, a star-studded blue flame of' Dream Blue M6+' rose in Ran Ran, Ran Ran, north and south of the motherland. "

When the curtain of nationalization opens, dealers are "* * * born with money".

"Dream Blue M6+" has been singing all the way in Jiangsu market, and this autumn sugar effort also means that the national strategic layout has entered a substantive stage. On the same day, more than 300 core distributors of "Dream Blue M6+" from Lu Yu Province attended the dinner. Liu expressed the hope that everyone would "join hands to make' Dream Blue M6+' the axis brand of the new era and achieve * * * wealth."

In order to build a new type of manufacturer relationship with stronger fighting capacity, Yanghe Company put forward a brand-new concept of "one manufacturer leading, multiple manufacturers matching", and gave different profit distribution schemes for "Dream Blue M6+" dealers with different strengths. Under this distribution cooperation mechanism of survival of the fittest, more dealers with super strength and enterprising spirit stand out, which also gives "Dream Blue M6+" a stronger impetus in the development process. Manufacturers and distributors will enjoy resources, and they will become equal cooperative relations, and there will be no phenomenon of who is the protagonist and who is the supporting role. Everything is brand-oriented, with market development as the goal, forming a contractual management system and creating a healthy operating ecology. At the same time, "Dream Blue M6+" rationally allocates resources in the channel value chain by digital means, accurately arranges 30,000 tobacco and alcohol terminals, and implements a strict quota system to change the disadvantages of traditional channels in the wine industry, so that dealers and terminal stores can maintain reasonable and sustainable profits.

Facing the dealers in Yulu, Liu expressed "two expectations". The first expectation is, "I hope that the dealers and friends present here can make up their minds, allocate resources, seize the good opportunity for this manufacturer to leap forward together, and be the defenders and promoters of the' Dream Blue M6+' brand." Liu said that all of you present here are the partners of Yanghe Group to practice the development concept of "one industry is the mainstay and multiple industries are supporting". "You are not the only first. We look forward to your determination to start a business, your energy and boldness of vision, and working with the factory to create the strategic product of' Dream Blue M6+'. As a factory, we will also seek truth.

The second expectation is, "I hope you can seize a strategic opportunity to create personal wealth and realize life wealth." Liu said that Shandong is the hometown of Confucius and Mencius, and Mencius said "helping others". "We have always believed that only by creating value for others will others be willing to associate with us. We hope to make us permanent by creating "Dream Blue M6+".

"Look at the sky, the sky is an upside-down sea. Take a look at the sea, the rolled-up sea is a dream. We work together and work together. " This is Liu's message to dealers and Yanghe's strategic ambition. In the next decade, in a better era, the attacking Yanghe is surpassing the continuation of the classics and writing another legend with "Dream Blue M6+".