One article is enough for the year-end marketing plan of wine promotion

How to promote alcoholic products? An article will tell you! !

1. Overall development status of the wine industry

Figure: Wine market search trends from 2016 to 2017

In the past 30 years, people's consumption has undergone a qualitative leap. With the rise of the emerging middle class, the consumption structure of residents has gradually shifted from survival-oriented consumption to enjoyment-oriented and development-oriented consumption. The improvement in consumption power has promoted the upgrading of national consumption and also led to the recovery of the wine market. Baidu big data shows that netizens search for wine more than 25 million times per month, a year-on-year increase of 7%, with demand being strongest during festivals. Among them, wireless retrieval has grown significantly, which is related to people's increasingly convenient mobile digital lifestyle.

Figure: Proportion of attention to demand for the four major alcoholic beverages and changes in attention from 2015 to 2017

Among the four major types of alcoholic beverages, namely white wine, wine, foreign liquor and beer, the amount of search attention by netizens decreases in order. Among them, white wine is far ahead of other wines with a search share of over 50% and an annual growth rate of over 33%. The deeper reason is that liquor has its own unique product attributes and is closely related to the development of Chinese culture.

Against the backdrop of industry differentiation, the market will gradually concentrate on companies with superior brands . As a traditional industry with cultural attachment, the quality of the liquor brand pedigree determines the height of the company's future development. Tradition and culture require time to accumulate, and new brands without foundations are difficult to be accepted. Therefore, listed companies with a base in old famous liquors will be able to share the development opportunities brought about by industry differentiation in the future and have greater advantages.

2. Seeing people through wine: Data insights into wine market consumers

Figure: Basic attributes of the four major alcohol consumers

The main consumers of alcohol are young and middle-aged people aged 20 to 39, with males accounting for as high as 80%. Among them, those born in the 1980s are the main force of alcohol consumption, while those born in the 1990s are the potential force. It can be seen that alcohol consumption has become increasingly younger, and is developing in the direction of mid-to-high-end, daily and globalization.

Figure: Demand intensity distribution of four alcohol brands

Figure: Comparison of attention paid to four types of alcohol

According to the data, liquor consumers prefer to search directly for brand words, while generic words only account for 10%. This shows that, for liquor companies, it is particularly important to build a good brand awareness and popularity; the opposite is true for wine, where brand demand is relatively weak; and for foreign liquor and beer, attention to brand and generic purposes is relatively evenly distributed.

Different types of alcohol have very different concerns. Among them, there is a clear preference for paying attention to the price of liquor; wine is relatively popular, with a clear grading system, production area, etc.; while the attention to various aspects of foreign liquor is relatively scattered, and the knowledge demand accounts for a significantly higher proportion than other categories; for beer, the proportion of attention to product-related content is higher.

Figure: Distribution of interest points among alcohol consumers

People who like liquor have relatively stable interests and pay attention to careers, education, cars , finance and other contents; people who like foreign liquor also enjoy the high-end feeling and pay more attention to luxury goods; while beer lovers prefer a casual style and are keen on electronic products, film and television entertainment and travel; as for wine, it often represents quality life in the minds of consumers, so its followers also pay more attention to health, beauty and health care and other contents.

Figure: New demands for brand marketing in the digital era

In the digital age, the behavioral paths of young consumers are both traceable and quite jumpy. They like products that are novel and cost-effective, and are willing to share them. Their purchasing decisions are also easily influenced by word of mouth. Therefore, in the Internet era, if wine brands want to attract the attention of main groups and potential consumers, they must make more targeted improvements and changes in their marketing methods and approaches.

3. Huiju Jiuxiang - Integrated Marketing Solutions for the Wine Industry

Figure: Growth drivers of the alcoholic beverage market and marketing implications

Figure: Baidu's alcoholic beverage industry marketing solution

Based on Baidu's data insights into the wine industry, we combine the main growth drivers of the wine industry market in the future and the advantages of the Baidu platform itself. We have launched Baidu's marketing solutions for the wine industry from the following four aspects:

1. Enhance brand image: grasp the first information portal of the brand and build a digital window for the brand. Represented by products such as product specials, information flow , and splash screens, we provide companies with brand matrix marketing. ▼▼▼

2. Reaching young consumers: launching marketing campaigns through forums , Juping and maps, covering all kinds of life scenarios of young people and reaching the target precisely. ▼▼▼

3. Build a good reputation: Through Baidu's knowledge marketing system, comprehensively shape the brand and product reputation and enhance consumer trust and favorability. ▼▼▼

4. Innovative interactive marketing: Utilize Baidu AI technology to create innovative interactive experiences through AR, VR and other forms, while stimulating brand vitality. ▼▼▼

The author of this article is @Baidu Marketing Center and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century