How to do winery marketing?

At first, the winery had the function of planting, brewing and storing wine, and later it had the function of tourism promotion. We believe that wineries should also have the functions of marketing and interaction, which is the first battlefield of wine marketing, which is conducive to strengthening on-site interaction with consumers and establishing the first place in a certain category in the minds of consumers through the image of wineries. Nowadays, with the clustering of wine brands and the proliferation of marketing models, how to make use of the advantages of wineries to promote sales and enhance brands is an important issue facing the vast number of wine winery enterprises in China. The author puts forward four steps to realize the smooth marketing of wineries, which will continuously enlarge the functions of wineries, not only making wine, but also the battlefield of marketing.

First of all, dynamic market segmentation delineates the floating population.

Subdivide the liquor market corresponding to your own brand and quickly define the specific target population. Only by subdividing the market and locking in potential activists can the marketing plan be realized in advance.

Know yourself and know yourself, and fight every battle! Nowadays, life is rich and colorful, consumer demand is increasingly diversified and differentiated, and the era of mass consumption has entered the era of focus. According to their own resources, channels and other advantages, on the basis of in-depth scientific market research, wineries should segment the market, quickly target consumers, make the brand's personality and product interests more consistent, take care of the special needs of target consumers, and naturally gain the trust and brand loyalty of this group.

Whether it is France, California, Australia with a long history, or the Great Wall and Changyu in China, it is through fully understanding their own advantages, subdividing the market and quickly targeting consumers that they have achieved today's success. Changyu Castel Winery, through the positioning of wine theme park, has locked in successful people who like to travel, so that they can unconsciously understand Changyu wine culture and become loyal customers in leisure and entertainment.

Not all wine consumers are suitable for winery marketing, only certain consumer groups are the ultimate loyal consumers of our winery. According to the individual advantages of the winery, we should quickly find the action group that truly belongs to our brand, concentrate on serving every consumer well, let them feel the supreme service compared with other brands in the same industry, and truly meet their consumption needs. Only in this way can the winery realize its marketing plan in advance, and these specific consumer groups can become the permanent action groups of the winery.

Secondly, create focus topics and form manor tourism flow.

Numerous and complicated information constantly impacts consumers' minds, whether it is guiding or misleading, and it is everywhere. After quickly targeting the target group, the winery can attract a large number of interested consumers by creating focus topics. Love to get together and follow the trend is the characteristic of consumers. If wineries can create topics of interest to consumers according to their own characteristics, they will inevitably attract the traffic of super wineries.

In order to create a focus topic, many well-known wineries have set up clubs, such as the world-famous winery (China Club) created by COFCO Wines, and a world wine trading platform for well-known wineries at home and abroad to share and develop in the China market came into being. Wangnangu Winery in Penglai, Yantai, Shandong Province, located in one of the seven wine coasts in the world, is a model in this respect, integrating grape seedling research and development, grape planting, top-class wine brewing, wine theme leisure tourism, wine culture promotion, club leisure and store management, and attracting consumers to participate in the garden through various large-scale theme activities.

The club model not only created a super passenger flow in the wine manor, but also became a good model for attracting investment, similar to the western brokerage system. Dingjun Winery is the activity place of the world-famous winery (China) club, which attracts high-quality wines from world-famous wineries and launches comprehensive marketing promotion. All club members' products will enter the market with the club logo, which will become the first basis for China consumers to choose imported wine products. Ding Jun Winery's innovative member+franchise marketing model cooperates with franchisees at all levels to build a marketing network with member clubs+specialty stores as the marketing platform, and directly sells the products of the world-famous China Club member wineries to consumers. This has attracted world-renowned wineries, such as Spadone Winery in Huailai, Paramount Winery in Australia and Richenjia Winery in Chile. In addition, it constantly lures high-end people at home and abroad. Third, the interesting manor interaction changed from passive purchase to active purchase.

Wineries attract a large number of consumers by creating focus topics. According to its own characteristics, the winery creates interesting public relations activities, allowing staff and consumers to fully interact and let consumers feel unlimited fun. For example, wineries hire professional photographers to take pictures of consumers for free. Consumers can take photos in the beautiful grape gallery, the mysterious wine cellar and the old wine in the wine exhibition hall. As long as consumers like it, within the scope allowed by the winery, consumers can interact with photographers and nature at will, so that consumers can feel the pleasure of taking pictures in the winery. Tired of playing and thirsty, drinking a refreshing wine is naturally the choice of consumers.

Changyu launched a winery tour. Changyu opened overseas Castel Winery as a wine theme park, creating a wine cultural industry chain integrating leisure, entertainment and experience. During the grape harvest season, the winery will launch a relay race of the wine-making process. Visitors can experience wine-making links such as picking, juicing, rolling oak barrels and pumping wine in barrels, and master some basic wine-making knowledge in entertainment. In addition, the winery also provides DIY wine-making services for tourists, who can make their own personalized wine labels to surprise their families or relatives. At Changyu Castel Winery, visitors can experience European winemaking techniques. In addition, the barbecue leisure center is also an excellent place for tourists to interact and communicate. Visitors can enjoy the moon, have meals and communicate infinitely along the winding pavilions and flowing water. Such a profound experience is very impressive to the brand image. Finally, put it into the winery culture to form lifelong consumption.

After consumers have a good time in the winery, if the winery can implant the winery culture into consumers' minds in a suitable atmosphere, it will be the greatest success, and the income will be lifelong consumption. For example, the president of an enterprise accidentally came to the winery. After entertainment and wine tasting, the winery awarded the honorary title of the best interactive person of the month to the president in recognition of his unique identity and good performance in the event. Although this title does not have a high status symbol, the winery of Nuoda is alone this month, and it is not beautiful to be awarded the honor after entertainment and wine tasting! Can the winery not be moved by this act of distributing wine as souvenirs? It is difficult to become a loyal consumer of the winery!

Changyu Castel Winery, as we all know, tries to build a wine cultural industry chain integrating leisure, entertainment and experience through cultural tourism marketing. One of the most distinctive tourist attractions is Changyu Wine Theme Park. After the expansion, it integrates sightseeing, leisure and entertainment. When you buy a ticket, you can visit Changyu's wine fermentation center, blending center and modern canning production line, as well as Charente brandy distillation workshop. Visitors can witness the whole process of the birth of a bottle of wine, and professional sommeliers will teach you wine etiquette and tasting knowledge. Visitors can not only enjoy wine, but also learn wine culture from professional sommeliers. Taking wine culture as consumption orientation and forming lifelong consumption must be a marketing model that every winery can't wait to realize. About the author: Mr. Chen Keqing: general manager of Sharp Cube brand organization, brand marketing expert, representative of business model innovation, founder and practitioner of research and bottom line marketing system of China Shopping Research Center. He is good at brand reorganization, marketing and shopping, and realizes three major drivers: brand breakthrough, marketing model and on-site transaction. He has two books, Bottom Line Marketing and Sales Law.