Keywords: maotai liquor wine health brand brand management in the Chinese Civil Aviation Magazine February 2007 contains Mr. JI keliang Kweichow moutai co., Ltd "moutai to colds, also can cure many other diseases," the author.
Article wrote: "in accordance with the principles of modern medicine, diabetes is not to drink alcohol. However, at the end of 1993, Tianjin quality assurance company of Mr. Chen, Mr. ye confirmed maotai is an exception. These two gentlemen have already 60 years old and suffer from four plus of diabetes, to moutai distillery before his wife went out of his way to call reception of Guizhou province economic and Trade Commission of comrades, don't let them drink. After arrival, moutai temptation, two gentleman or soiled moutai. Start also carefully try to drink, and then later have no scruples. Wait until the Spring Festival, with a nervous feeling back in Tianjin, a check into the hospital, the incredible thing happened: diabetes has not increased, but reduced to four plus turned to two plus ... "
The article also wrote: "moutai into many of the older party and State leaders lifelong sense of health drinks."
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In fact, in recent years, maotai liquor in the media frequently hit health cards, publicity maotai have unique health care function, liver, and other benefits "maotai, drink out of health", maotai seems to have become a health drink.
Moutai frequently hit health card is a smart move?
Regardless of moutai "can cure many diseases" is arrested for false propaganda, I think, from brand building to call health licensing, maotai is totally unnecessary.
Moutai? it is China's "State", in 1915, when the people in the famous Panama's fair on anger roll maotai, bouquet, won the Golden Crown from the time when they laid their moutai in China, no one can out to the right of the "national liquor" extreme position. Subsequently, with the major Chinese maotai liquor on political and diplomatic events frequently intervene, increased its distinguished mysteries.
In 1972, when Zhou Enlai took out the storage of more than 30 years of moutai and United States President Richard Nixon drink drink, world record this precious moment, also remember moutai.
In the consumers mind resource, "State" is the core value of the brand maotai, exclusive, history, heavy, power, the monarch is moutai distinct personality, people drink more want to experience moutai "moutai" honor and authentic.
Arguably, maotai liquor brand core values when you determine that it should be to influence the forces, perseverance to maintain it. Moutai distillery of all marketing communications activities, from the price, packaging, advertising, public relations, sponsorship, sales promotion to press speculation, the soft article promotion, market shengdonghua after-sales service, etc., should be around interpretation of "national liquor" to go, in the long years, the "snap into the Castle not relax", which means that businesses of every marketing campaign, every advertising fees are to deepen consumers ' "moutai" noble memory and identity, both in the brand for addition. However, maotai hit health card from the "State" of the brand's core values, the main line, a departure from the "national liquor moutai" honor and power and massive cultural connotations, a trait that will enable consumers to look at the flowers fog, confused what exactly representative of moutai, this significantly diluting the brand value of moutai.
In fact, people drink maotai, is to go to experience the "State" of noble and authentic, if the pursuit of health, can select medicines, diet, fitness and other means, and why must drink moutai? a bullet would like to lay all the birds of the tree, and ultimately can only be a hit, too big and full of brand culture actually is no connotation, to deeply resonant, a "one size fits all" brand is very difficult to have a long life, let alone play a timeless, endless legend.
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