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Du Kang has recovered well in recent years.

On products: the design and promotion of new products are good;

Quality: Huge improvement, really delicious;

Brand: sponsoring football, etc., the investment is not small;

But in terms of performance, it cannot compare with the status of the Du Kang brand, compared with Yangshao in the same province, or compared with non-famous liquors in other provinces such as Shiyuan, Maopu, and Li Du.

How can we achieve faster and better revival within five years? The following 10 questions must be answered well.

It's five years, not ten, let alone twenty years. I don't have the ability to come up with a longer-term plan.

Miao Guojun｜Written by

01/‍‍‍

Brand positioning issues

In Henan Province, Moutai has reached the same height as it has in the national market.

1. It is Henan Province, not the whole country

First, given the current economic situation, it is difficult to do business nationwide;

Secondly, judging from the competitive situation in the industry, it is difficult to do business nationwide;

Again, judging from Du Kang’s current situation, it is difficult to be national;

Finally, judging from the capacity of the Henan market, the Henan market is sufficient;

Jinseyuan made nearly 10 billion yuan in Jiangsu alone.

2. Height

Moutai’s brand is highly sought after across the country;

Moutai's product line is long and covers enough to grab the largest market share and profits;

Can Du Kang achieve this goal in Henan?

Of course.

Why not?

Du Kang is not a small brand, nor is it a bad brand.

But if Du Kang wants to reach this level in the next five years, it must implement it in steps.

02/‍‍‍

Brand communication issues

Traditional brand communication is basically ineffective:

1. Airports, high-speed rail stations, and city landmarks:

How does being flashy help sales? How does it help attract investment?

2. Various feasts

It is extremely luxurious, and the so-called inviting opinion leaders to enhance brand value, but in fact, except for the nouveau riche, opinion leaders with a sense of social responsibility may not buy into this.

A table of food costs thousands or tens of thousands of dollars. It may be more valuable if you do charity work.

Communication under the new situation should do well in three aspects:

1. Height issue

To achieve the height of Moutai, we must achieve the height of communication;

For example, the blessing of an expert:

The masters of the business world, such as Wang Shi who endorsed mobile phones at the time;

Experts in the cultural field, experts in the entertainment field, and so on.

Not only do we need to give support, the key is to spread it well.

2. Brand communication innovation issues

In the new media era, Tik Tok is everywhere, even among society’s opinion leaders.

Even the President of the United States uses it.

Dong Yuhui’s current success is largely due to Yu Minhong’s invitation of celebrities from all walks of life to the live broadcast room to support him.

How to make use of new media is something that must be done well.

3. Depth Issues

If Du Kang wants to achieve full market share in Henan, it must penetrate deeply into consumers’ life scenes in terms of media communication.

Advertising should penetrate into communities, office scenes, catering scenes, tourist scenes, etc.

From provincial capitals to prefecture-level cities to county towns, we have full coverage.

The most effective medium currently is the elevator framework.

4. Strength issues

The current essence of wine is still a matter of face.

Whether it is a business reception or a wedding banquet, the quality of the wine depends on the grade.

There is a huge gap between Du Kang's status in consumers' minds today and the brand positioning it wants to occupy in the market.

To achieve this level, the brand must invest heavily, be focused and innovative.

03/‍‍‍

PR issues

"If you want to accomplish great things in the world, you must win the hearts of the people in the world"

Advertising solves the problem of awareness, but it may not necessarily solve the problem of purchase.

How to solve purchasing problems?

Touch the heart.

How to enter the heart?

Public relations.

How to do public relations?

Learn from Huawei, learn from Luckin Coffee, and learn from Lei Jun of Xiaomi.

Xiaomi Motors sold as much as Xpeng and other automakers in a year in just a few days. How?

Huawei's pioneer program, MATE60, queue up to buy;

Why are the M9 and M7 of Celes so expensive and so popular, and incredibly surpassing BBA?

Purely relying on product strength?

Purely relying on advertising?

Purely relying on low prices? Very expensive.

04/‍‍‍

Core product issues

Undisputed: Du Kang, the ancestor of wine.

In other words, products in the price range of 100-200 yuan from the brand name "Du Kang, the ancestor of wine".

In other words, the 12 cellar areas of Du Kang, the ancestor of wine, can be a blended aroma type.

Who says it can’t be a combination of fragrances?

1. Name

The ancestor of wine must be called Du Kang.

Why not call him the ancestor of wine Du Kang?

History has given you a gem, why do you insist on treating it as trash?

Can't understand.

2. Price range

It can only be in the price range of 100-200.

Anything above this, I think, means there is not a clear enough understanding of the economic situation and the company's own circumstances.

In how many scenarios can you afford to drink or give away a small sealed jar that costs 800 yuan?

In how many scenarios can you afford a bottle of 1988 that costs nearly 300 yuan?

Just like Jiannanchun, the price range of 300-400 is determined by the market environment and historical status. Jiannanchun wants to go higher, but what achievements have they made over the years?

As for the small sealed jar, it is fine as a high-end product, just like Moutai's 15-year-old.

As for 1988, as a group purchase product, it is fine, just like Luzhou Laojiao's Xiaoguojiao (Special 60 Edition);

05/‍‍‍

Advertising Focus Questions

Which product is the advertising inventory focused on?

Of course it is the 12 cellar area of ​​Du Kang, the ancestor of wine.

Some people say the slogan is: Go back to my hometown in Henan and drink Du Kang. Not bad.

1. Focus on small sealed altars?

In the price range of 400-800, who gives you the courage?

Besides, can a small closed forum be registered?

You call it Du Kang, the ancestor of wine, in a small sealed jar. If someone comes with a Yangshao small sealed jar or a Shedian small sealed jar, what will you do?

2. Focus on 1988

Can 1988 become Du Kang's prince?

If he is not the crown prince and does not have the aura of a king, isn't that a waste of resources?

Like Moutai's Feitian, Wuliangye's Pu 5, Jiannanchun's Crystal Sword, Yanghe's Haizhilan, and Yangshao's Dili?

What about five years later?

What about ten years later?

Besides, like the small sealed jar, other wineries also produce a 1988?

Didn't you see 1935 flying all over the sky?

06/‍‍‍

Fragrance problem

1. Does Du Kang have to be a strong aroma?

no.

2. If Du Kang wants to make a blended aroma, does it have to be a separate product?

not necessarily.

3. Ordinary people, do you know very well what fragrance is?

This is just self-deception by the so-called experts in the wine industry.

Any wine company with a little bit of qualifications will develop a flavor profile, purely for their own amusement.

In the minds of ordinary people, good wine is simple: it tastes good and doesn’t make you drunk.

As for what fragrance it is, I don’t care at all and I don’t even know.

So, why not spend so much effort on the blended-flavor 1988 and use it on the ancestor of wine, Du Kang?

Du Kang, the ancestor of wine, has 12 cellar areas (with a fragrant taste), which is a good choice.

As for the sauce, it’s okay to try it. It’s also okay not to try it.

07/‍‍‍

Core market issues

Or it is a problem of the base market.

Undisputed: Henan.

Jinseyuan Jiangsu’s business reached nearly 10 billion.

Du Kang made 5 billion in Henan, which is not too much. At least 3 billion, no problem, right?

I had dinner with the new boss of a famous winery in Henan a while ago. He told me that Henan is doing well in the brand and that he will invest heavily in the market outside the province in the next few years. The boss praised it repeatedly. Why? Taste it yourself.

Just like the world situation today, the United States used an open conspiracy, betrayed Europe, weakened Russia, and also harmed us.

Given the current strength of Henan's wine brands, no one can do well in markets outside the province.

It is no problem to use the out-of-province market as a market for investment promotion and make money;

Now trying to expand and become stronger outside the province is, to put it bluntly, overestimating one's capabilities.

08/‍‍‍

Team stability and strategic continuity

In recent years, Du Kang’s team has not been stable enough, and the continuity of its strategy is naturally not good.

Change the team, change the style of play;

Change a team, change a few products;

For example, core product issues, core market issues, and core methodology issues. If these are unstable, the company will either encounter performance fluctuations or poor performance.

In the frozen food industry, the stability of the team and the continuity of the strategy are crucial to Anjing's success in surpassing the top two players.

The fundamental reason why Yangshao was able to come from behind and win was the stability of its team and the continuity of its strategy.

Huawei makes B-end products, no problem;

Mobile phones are C-end products, so there is no problem;

There is still no problem making cars today.

Why?

Methodological issues.

Like Xiaomi, there is almost no failure under the Xiaomi methodology.

Only with the stability of the team and the continuity of the strategy, the methodology can be accumulated, replicated and form a compound interest effect.

A team can never build a tall building if they only build a bungalow.

09/‍‍‍

Organizational construction issues

Henan has 18 prefecture-level cities and the province's liquor production capacity is 60 billion.

Every prefecture-level city deserves to hire a high-level sales manager with an annual salary of over one million.

I have visited several wineries in Shandong. Many of them have cultivated the local market, with annual sales of hundreds of millions and are very stable, such as Jingzhi, Huaguan, etc.

If Zhengzhou and Luoyang each invest 1 billion yuan, and other regions each invest 300 million yuan, Henan will have no problem investing 5 billion yuan.

is it hard?

Without talent, it is difficult.

Could the Liaoshen Campaign have been won without Lin Biao?

Could the Huaihai Campaign have been won without Su Yu?

How can people with annual salaries of 100,000 or 200,000 or 300,000 yuan conquer a market worth hundreds of millions or billions of yuan?

Real talent is always the most cost-effective asset and the asset with the highest input-output efficiency.

Dong Yuhui, who has been hotly discussed these days, is worth hundreds of millions, which is enough to illustrate the value of talent.

10/‍‍‍

Stability of the dealer team

After arriving, Zhang Deqin said in his speech: "Distributors are Moutai's family and an important support for Moutai's growth." Zhang Deqin expressed his gratitude to the distributors for their long-term trust and companionship. He said that Moutai is the result of the hard work, hard struggle and inheritance of Moutai people from generation to generation. Along the way, distributors have done a lot of work and are an indispensable key force for Moutai. In the future, Moutai will continue to respect and care for distributors, and manufacturers will work together to promote the better development of Moutai.

Family, can we exchange them?

Du Kang, what is the proportion of Du Kang's dealers in the past five years? What about the proportion of dealers in the past ten years?

Also, what about the number and stability of big merchants?

In a sense, the stability and quality of the dealer team are more important than the stability of the company team.

What should we do in the future when we have hurt batch after batch of dealers?

Is there any big brand that has grown big and strong relying on a group of non-mainstream dealers or people outside the industry?

I still wish Du Kang to become bigger and stronger as soon as possible.

If Henan liquor is to be revitalized, Du Kang must be the leader.

About the Author

Miao Guojun

Former Vice President of Sanquan Foods

General Manager of Luoyang Du Kang Sales Company

General Manager of Haoxiangni Jujube Industry Company

Now starting a business selling sweet potatoes

(Pictures from the Internet)