subject: Why Are So Brand Strategy, "volatile," The Chinese Character For Whom Bereavement? [print this page] If you are fond of Wine Or pay attention to the Chinese consumer Spirit Advertisement The industry will find that River Song has changed the language of advertising, from the "true peace I" to the "Chinese character Songhe." Songhe Henan in recent years as larger efforts to promote the well-known white wine, from the early "traveling all the Song river to drink good wine" to "share the Song River, the world and win-win" re-Creation to today's "Chinese character Songhe, "change is indeed very" big. " In fact, River Song is a series of brand re hired in 2002 as a product image voice actor Zhang Fengyi started to produce a series of commercials in major media such as CCTV put in operation. For a time, "Song River grain solution worth sharing," "Men drink, do not cause" resounded through the river north and south. River Song inactive for many years, once again the public are familiar brands. In the Central Plains of the street, it seems overnight, and everywhere is full of pictures River Song Zhang Fengyi and advertising.
River Song is really great for the economic and social benefits, but the passage of time to 2005, the brand communication to "share the Song River, win the world", to create so-called "winning culture." But not last ah, 2007, revised again, brand communications, as "calm in the table, the Pentium in the li" and "Peace really me." Before New Year's Day 2009, Henan Province, all within the high-speed intersection, airport and railway stations, major thoroughfares, Zhengzhou Office overnight, replaced with a clear "Red Cliff" logo's "Return of the King" screen, "Chinese Character Song River grain liquid "overwhelming appeared. Look at this series of changes in brand communication, really makes people feel happy and worry.
In brand strategy, which compelled people to admire the River Song "volatile." Professional, this is a big mistake, the Song River in brand building, dissemination of the input is always less than the cost, brand values are constantly pushed to keep returning to, the final result? Caused great waste of resources, the brand, leading to Brand ambiguous. Invested heavily to create the "winning culture", he was late, "Peace" replaced, and now they demand "Chinese character", during which consume, how much effort and cost. Industry experts believe that, if the win does not select the external world as the market was a breakthrough, but the delineation in Henan and insists to this day, it has long been the first high Henan Brand wine . To know that in the Jiangsu Province, Yang insisted the five years after the start to do more than 20 billion out of breakout, Luzhou (31.21,0.11,0.35%) of the National Pits 1573 more long gone, and today did not achieve 3000 tons at full capacity sales, but the price is a sky-rocketing, and led a series of wine increased. Luzhou Group General Manager Zhang described as: "excellent quality, from adhere to." River Song is the lack patience to do a market, business is not doing a lot of things, if one insist on doing the right thing successful.
"Chinese character", turned out to really explode like a bomb in the industry are discussing the meaning of "Chinese character"? A senior reporters Song River to explore this issue, the top response was River Song "If we The liquor business is also conservative, he sacrifice the long corner, How can we allow that optimistic about the future prospects of it? only in-depth to explore the cultural property of Liquor, Liquor noble display of traditional 'national character', be invincible, to make this example, It is 'Chinese wines' responsibilities and play. "" If I can not represent all of China with the character of Confucius, who compared imagine? If the Song River, inherited culture there are no saints natures clock, why the Millennium fragrance?
And China today, gone through natural disasters in 2008, experienced Olympics The sudden release of the Chinese character is the focus of world attention, and in the liquor industry, the Song River naturally stir up the banner of national spirit. "In their view, the main form of Chinese culture comes from the Taoist culture and the Confucian culture pavilions, all Chinese character traits from this interpretation of heritage. Is the Song River, a liquor company to support any so-called" Chinese character ", a liquor company dared to use the" Chinese character "as its corporate culture, I really can not help but admire its spirit of enterprise.
The meaning of "Chinese character"? There was a lot of dealer friends have asked me this question, I do not know how to explain it. But I have seen on the network on Feb. 2, 2009 Premier Wen Jiabao of China University of Cambridge in the UK section of the video presentation, so: I am young and long-term work in northwest China.
Why Are So Brand Strategy, "volatile," The Chinese Character For Whom Bereavement?
