Brand power strategy

At the beginning of 2006, the equity transfer of Jin Xue, which attracted the attention of the global beer industry, was finally settled. Belgian InBev Group acquired 0/00% equity of Jin Xue/KLOC at a sky-high price of 5.886 billion yuan. A regional beer brand with only over 500 million net assets sells 10 times the net assets! This is rare in the history of brand development in China, and it is also the highest premium for foreign investors to acquire China brands since 1980s. In May 2006, Jin Xue Beer Nanchang Production Base, covering an area of 350 mu, was officially put into production, and the annual output of the first phase of the project reached 654.38+10,000 tons. It is reported that settling in Nanchang is the first step in Fujian, and it also started the "first shot" to enter the East China market in an all-round way.

However, the success of a brand is not achieved overnight, especially for brand operators like Jin Xue.

Throughout the history of brand development, we sum up eight key factors of its success. These eight factors show their magical powers at different stages of development, just like "Eight Dragons", which made Jin Xue brand grow from scratch, from weak to strong, and finally became a bright star in China beer industry.

The first part: Interpretation of Emperor-the core appeal of brand.

Emperor Shi, also known as the "Emperor", is the protector of Buddhism and the leader of God.

As the backbone of the brand, core appeal guides all aspects of brand marketing activities.

Before 1999, Jin Xue was a low-end brand, with no clear core appeal, no main line of brand communication and no focus of advertising. Although it spent a lot of money on marketing activities, it did not "add" brands. Especially because of participating in the price war of 1998, the brand image has been greatly damaged and the bottleneck of development has become increasingly prominent. In the competition with the "powerful and attractive" Fujian Huiquan beer, it is obviously at a disadvantage.

1999, the leading group headed by Chen Zhihua took office. The first problem they face is: how to dig and extract a core appeal that is obviously different from competitors? If the core appeal is to have tension, it must be different. Jin Xue launched a large-scale advertising campaign around the unique core appeal of "true feelings", and successively explained "friendship feelings" and "father-son feelings" for consumers. In 2002, the famous 4A advertising company was invited to refine the "true feelings": with love as the carrier, to explore the "purest true feelings" between couples who can arouse consumers' voices.

The second part: Mohologa-the advertising language of brand.

Mohologa, a man and a snake head, represents a kind of strength and belief.

Advertising language, as the external expression of brand core appeal, is bound to have strong tension and extensive penetration.

At the end of 1999, Jin Xue excavated the core appeal of "true feelings", so "Your Snow Area, My True World" stood out. This slogan closely focuses on the core appeal of the brand, becomes a bridge between the brand and consumers, and promotes effective communication between the brand and consumers. However, because "The World of True Feelings" is too general, the intensity is not enough. Subsequently, the slogan of "the taste of true feelings" with great penetration and semantic pun was extracted.

Jin Xue not only strives for perfection in the main advertising language of the brand, but also is unambiguous in the choice of auxiliary advertising language when launching new products. In 2002, in the second wave of cold beer promotion, the sub-advertisement of "pure feeling, pure, pure" was used. At the end of 2005, at the beginning of the introduction of wheat, "the first expensive!" Also used. Advertising language. All these sub-slogans are closely related to the main slogan "the taste of true feelings" for a deeper and more wonderful interpretation. The organic combination of main and auxiliary advertising languages has promoted the rapid spread of brands.

The third part: Ganda is quite deep-the innovative power of the brand.

Gandapa, a god who does not eat wine and meat, but only seeks incense as nourishment, is a happy god who serves the emperor.

Technological innovation is the "soft rib" of many China brands, and it is also the key for brands to get rid of various unfavorable factors. Whoever has strong innovation ability will have a future.

Jin Xue attaches great importance to technological innovation of products and regards technological innovation as the source of brand vitality. 1999, they launched the first chilled beer product in China; In 2000, Fujian introduced the first draft beer; At the end of 2005, the first beer in China came out. This series of product innovations makes it far ahead of its competitor Huiquan Beer, with a market share close to 50%.

"Love the new and hate the old" is the nature and * * * of consumers. Advertising can only bring temporary noise, but it can't guarantee consumers' "continuous enthusiasm" for the brand. Only product innovation can bring eternal vitality to the brand.

The fourth part: Gruda-the communication power of the brand.

Goruda, also known as "Dapeng Golden Wing Carving", has a miserable singing voice and feeds on dragons (snakes).

Dissemination and promotion are the key means to achieve brand dark horse. No pains are spared, and the law of the jungle prevails. Whoever can break through will be able to make a positive result.

Jin Xue's powerful communication power comes from four wonderful interpretations of communication strategies:

First, the three-dimensional propaganda offensive, the perfect combination of online and offline. Whether it is the listing of chilled beer, pure raw beer, pure raw chilled beer and wheat primary products, the establishment of Sanming Company, the commissioning of Nanchang Company, or the hype of "flying over the century and unforgettable snow", Jin Xue will give full play to the marketing function of every event.

Second, take advantage of the situation to create momentum. In 2000, four provincial media in Fujian jointly broadcast the Sydney Olympic Games, which was exclusively sponsored by Jin Xue Beer. 200 1, taking advantage of Beijing's Olympic bid, made a big bid. At the same time, with the help of Mid-Autumn Festival, National Day, Christmas, New Year's Day and other major festivals, holiday marketing.

Third, the high-end route. Jin Xue has formulated a "high-end-driven" marketing strategy. Since 1999, 80% of the funds have been invested in the promotion of high-end products that only account for 20% of the sales, such as the promotion of cold beer, pure beer and the beginning of wheat. At the same time, we always adhere to the urban fashion line in brand image propaganda such as TV advertisements.

Fourth, the principle of safflower. It needs the best way, even a unique way, in TV, newspapers, outdoor advertising, event marketing and other publicity. For example, it still spent millions of yuan to win the best advertising space in Fuzhou (Wuyi Square intersection) when the enterprise was in the most difficult time, and exclusively locked in the high ratings of Fujian News Channel at 1999, and exclusively broadcast Fujian News Network at 200 1.

Part V: Hag God-the quality of the brand.

Hag god, the original meaning in Buddhist scriptures is the god who can eat ghosts, which means that he can do anything, but he doesn't make public.

As the foundation of a brand, quality often determines the firmness of brand building and the reputation and loyalty of consumers to the brand. In the process of brand marketing, many enterprises often ignore the strengthening of this basic work.

Jinxue takes "excellent quality, perfect service and value-added enjoyment for consumers" as its quality policy. Strengthen cooperation with China Academy of Sciences, China Food Fermentation Industry Research Institute and other scientific research institutions, develop advanced beer production technology, and introduce foreign advanced production equipment to ensure excellent physical and chemical indicators and high quality of products. Jin Xue has established a strong beer sensory evaluation team and evaluation system to comprehensively improve the taste of beer and meet consumers' demanding requirements for taste.

It is precisely because of the great emphasis on quality that every product launched by Jin Xue can be warmly sought after by consumers.

Part VI: Dragon King-the channel power of brand.

The Dragon King Sha Luo Ji, at the age of eight, listened to the Buddha in front of Ling jiusan, turned into a male body, and showed the Buddha's appearance.

As a link to realize the "thrilling leap" of the brand from the enterprise to the consumer, the channel will directly determine how far, how fast and how long the enterprise products can run, and it is also a key factor to determine the brand competitiveness.

It has been nearly seven years since the transformation of Jinxue from 1999, and the cultivated area is actually only one Fujian province plus half of Jiangxi province. In this narrow position, all the superior resources are concentrated, and finally the absolute leading edge of the market is achieved, making its image as a leader daunting to competitors. On the contrary, Huiquan Beer was eager to expand to the whole country without doing a good job in Fujian market, and finally ended in failure.

The successful experience of intensive channel cultivation in Jin Xue is as follows:

First, the channel "drip irrigation" strategy. That is, concentrate on building a model market, through the demonstration effect of the model market, from point to area. For example, in order to open the Jiujiang market in Jiangxi, Jin Xue invested 690,000 yuan to contract a famous hotel in the city.

Second, the channel "bundling" strategy. Although Jin Xue's operating market is relatively rich in funds, it has always advocated the policy of sharing interests and risks with dealers, guiding dealers to ask for resources from the market, not from manufacturers. Every promotion, I always forget to "tie" the dealer to the chariot, and the dealer is willing to be "tied". Because the profit is high, the rebate is also high. This strategy fully mobilized the subjective initiative of dealers and abandoned the concept that dealers should wait, rely and be important, thus making the market operation flourish.

Third, channel control strategy. Cross-selling and other behaviors that disrupt the market are strictly prohibited to ensure the profits of dealers. The guarantee of dealer's profit in turn promotes the company's better control channels; Establish a complete network account, including all dealers, second batch and retail outlets, and actually control these channels through the company's own salesmen; It is forbidden for dealers and the second batch to distribute other brands of the same grade, which ensures the loyalty of the channel; Through the concept of "Fanxue Tianjin people", dealers will be brought into the snow Tianjin family, and emotional input and training will be strengthened.

Part VII: Asura-the internal strength of brand management.

Asura, a special Shinto, has great power.

No matter how good the brand appeal is, no matter how good the planning is, no matter how excellent the quality is, if the management and implementation are not in place, the brand ideal will be like a mirage.

Jin Xue's internal management strength first benefited from the ability of general manager Chen Zhihua. Low-key, but extremely strong, pursuing speed and demanding execution. In Jin Xue, everyone is in awe of Chen Zhihua. If there is deviation in the work and the execution is not in place, he will scold you. However, it is worthwhile to be scolded. Not only did he improve himself, but many people with him were scolded as millionaires.

Secondly, it is precisely because of Chen Zhihua's low-key and foresight that Jin Xue's management abandons individual heroism, pursues team collectivism and attaches importance to delegation. They advocate: top managers should have a high degree in macro and depth in micro, and constantly improve their decision-making ability, employment level and management methods; Middle-level management cadres are required to cultivate organizational ability and innovation ability, so as to be truly talented and independent.

Third, the management of the market is meticulous. Abandoned the regional general agent system adopted by Hui Quan and other brands, and established the county-level agency system. And besides controlling the second batch, it also controls retail stores. It is understood that they have formulated a set of effective retail store management methods and set sales targets for each retail store every month. Not only can not sell less, but also can not exceed 20%, otherwise it is suspected of cross-selling and must be investigated.

From the successive victories of Jin Xue's market operation over the years, we can easily see that the reason for its brand "Mao Ye" is the "deep foundation" of internal management.

Part VIII: Kinnara-the cultural power of brand.

Kinnara, which means "man is not man" in Buddhist language, is good at singing and dancing, and is the music god of Emperor Shi.

Culture is the soul of the brand, and excellent culture will be the driving force for the brand to take off.

Jin Xue regards "true feelings" as the core values of brand culture. Established the business philosophy of "sincerely contributing to society and striving for the future through science and technology". They make wine with true feelings, serve dealers with true feelings, care for consumers with true feelings, and contribute to society with true feelings. True feelings, the core of this brand, are inspiring infinite tension.

Jin Xue attaches great importance to cultivating employees' * * * and actively advocates a harmonious family atmosphere full of true feelings. It is particularly worth mentioning that in recent years, the ideal of "Pan-Golden Snowman" has been vigorously promoted, bringing local dealers, terminal shopping guides and even consumers into Jin Xue families. Therefore, real culture permeates all aspects of brand marketing.

In addition, Jin Xue spared no effort to cultivate the team spirit of its employees. Actively advocate "* * and customers, the same performance; * * * Bring team and value; The trinity concept of "advancing with colleagues and strengthening quality together" requires employees to dialectically understand the relationship between individuals and teams, be pragmatic and enterprising, and be brave in innovation.

With the internationalization of China market, brand competition is becoming increasingly fierce. The story of becoming a brand dark horse because of a golden idea has become history. Only by being far-sighted, practicing internal strength and comprehensively using the protection skills of "Dragon Eight Branches" can the brand dragon soar for nine days.