Endorse the strategic, liquor brands of Phoenix Nirvana

China's liquor industry, traditional brand, competitive environment and competitive means of highly complex. After emerging from the brand, the marketing concept designs, putting the cart before the powerful promotions, brand growth pattern of disregard, Jaron, China's liquor industry also makes the countless huntianheidi brand suffering.

It is in such an industry environment, still has some brand Chungching, vertical and horizontal markets.

Present and future generations of edge brand's success is an example of liquor brand revolution. Business wise is the change from the brand, flatly rejected the decades nurturing, with obvious geographical color "high Groove" brand to more vitality of new brand "present and future generations of edge" instead, through the model market building and quickly copy access market, which in turn will "present and future generations of edge" into a national famous brand of wedding, fame and fortune double.

Sichuan tuopai liquor industry is dominated by low quality wine brand in the upscale market, although those involved in the wine market, but because it has a "low quality brand" corporate image affects consumers, upscale brand. Hasty, brand is not strong.

As a result, borrowed from willing wine brand stand out, in the product form and corporate identity demands are a new concept, new cultures, new images to the Sichuan willing to wine products have hidden the CEO of competitive disadvantage. Achieve a successful brand marketing strategies.

We carefully analyse this brand, you can see that their common characteristics: avoiding the original brand of vulnerable or with the original brand advantage, the introduction of new products and communication play a latent disadvantages when strengths, as they claim to provide support and credibility. And on the packaging, just play the role of endorsement and guarantee. This is the endorsement brand strategy.

Marketing on the endorsement brand's basic definitions are implicit in the corners and behind the scenes, only serve to allow consumers to generate initial trust, driving consumers to purchase Center is an independent product brand, buy consumers generally do not think of endorsement brand, usher in a "universe" to complete the change of the brand.

The liquor industry is a special industry, 1 May 2001 to the purposes of the new tax regime, industry profitability decline, companies combat heavy. In order to restore the decline, Sichuan quanxing, CEO of wine with endorsement brand strategy STF wells square, willing to wine, walking out low-end wine, facing the high-end, in order to increase corporate profits, thus reducing new tax on enterprises.

Endorsement brand strengths lies in this, when the business idea of transformation and development strategy changes, search for new market opportunities, creation of new brands, demands a new culture and brand advocates, quickly cut the target market, complete enterprise Phoenix Nirvana, the ashes of the transfer, the realization Enterprise profit growth. To make up the wine into Xi'an market, for example, the enterprise group of Lu Kang, regional, and difficult to influence the consumer's mind, so in brand strategy planning on taking, Lu endorsement rikang endorsement hide, avoiding the Lu Kang brand of regional market demands in the weak, and all of the settings on the brand, wine from the relationship, better implementation of make up wine brand.