subject: Wine Network Marketing Positioning To Conquer Another Internet Users [print this page] Ms Lau screen name " Red wine Life ", has been doing wine business, products imported from South America, are superior products, has been smooth sailing. But recently, by Financial Crisis, her sharp decline in wine sales, the latest to try to network Marketing , Set up their own online store, but to no avail, sales recovery did not.
The specific requirements of online market
Original, Sharon are big red wine Glass bottle Installed, many users of the product may occur during transport expressed doubts about the damage. Though these large bottles in the store is very popular, giving people the image of inexpensive, but online and allows users consciously or unconsciously, have a "mental disorder."
Addition to transportation reasons, mainly to younger users, the habit Coke The convenience of soft drink category, if one-time drinking red wine can not complete, will lose value. This shortcoming hardly let users purchase desire. Therefore, the red wine is preferred in the network market, a small bottle.
Can see, not all the line products, are suitable for invariably get online Sell , To repackage "the re-packaging."
But the packaging change will not solve the fundamental problem, as plenty of online wine bottle, why do you buy? Just stay at the functional level, the level of competition, homogenization is difficult to stand out.
As packaging has changed, the brand positioning is also about fine-tuning to do, to avoid branding homogenization.
Red wine is the experience-based products, taste and other features are important, but the stories of origin and brand experience factor, it is red wine consumption, where the culture and brand value. For the young breed of Internet users, how to attract the key to their purchase, how to integrate into their lives.
Therefore, Sharon tried to "wine of life" in a bold transformation of brand positioning, positioning for the young family's "MINI mini" couple of red wine. For the majority of the young family, birthday, Valentine's Day Such a specific point in time, red wine for the couple between the parties, not only with a twist, and a small bottle for a one-time consumption is also consistent with the target user's spending habits.
Change the customer perception "MINI mini" couple of red wine's positioning, sales channels to meet the characteristics of the network, and the target user group's spending habits. But how to influence and change the user's consumer awareness, the need to boot.
Ms Lau to a 360-degree all-round communication.
First step, selected in the search engine and "MINI mini" couple of 20 wine-related keywords, including: birthday gifts, girlfriend birthday, wedding anniversary and other terms consistent with the user context, a precise match .
Second, start from the news, writing and "MINI mini" couple of red wine stories and topics related to fashion information, to attract media coverage reproduced.
Furthermore, the name of Bo recommendation, we find that in 80 years after the crowd has a very well-known name Sina Bo, through story-topic, bring out "MINI mini" introduction into the topic of communication style, Strip out the good quality brand of romance, given the positive brand association.
Finally, the second communication network community, with opinion leaders of the topic to topic in the online community of word of mouth spread through Guoqingrenjie, 38 Women's Day, White Day, and other speculation particular point in time, quickly the network formed a word of mouth spread, and led the search behavior of Internet users, and before we do search engine optimization SEO and SEM marketing coincide spread multiplier effect has been magnified level.
After six months of meticulous planning and network wide spread, "MINI mini" wine opens quickly in the network profile, orders continue to grow by nearly 80%, as the eyes of the local young fashion consumer, but also a young couple birthday party on a unique landscape. At present, the "Wine Life" is intended to "MINI mini" to the national market.
Wine Network Marketing Positioning To Conquer Another Internet Users
