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The deepness of culture decides the height of liquor brand
From;  Author:Stand originally
The chance of Olympic Games of Beijing of have the aid of of red star a strong spirit usu. made from sorghum, rolled out with " swim the Great Wall, eat roast duck, drink a strong spirit usu. made from sorghum " those who give priority to a problem " red star a strong spirit usu. made from sorghum Beijing flavour culture special train " , during becoming an Olympic Games Beijing together beautiful beautiful scenery.

The first day of January 2008, in the subway on a line, slowly sail the train that gave to be decorated anew, the draw on automobile body became full the Imperial Palace, Great Wall, roast duck, Beijing opera, alley having deep Beijing taste the design that culture insides information, particularly marked is the design of red star a strong spirit usu. made from sorghum that bottle of among them blue and white porcelain packs, people is in it seems that the thick alcoholic drink of red star a strong spirit usu. made from sorghum is sweet in, see the train rumble ground that representing new Beijing sailed Olympic Games year, began to welcome the force of the passion of fire of Olympic Games emperor. And this time of subway, this is " red star a strong spirit usu. made from sorghum Beijing flavour culture special train " .

Subsequently, hold in Beijing news edifice " flavour of red star Beijing date " on press conference of the ceremony that start, bequest of Beijing immaterial culture protects the leader of the office, the 8th generation that is craft of brew of a strong spirit usu. made from sorghum, the 9th generation sends a person, awarded " promote Beijing flavour culture " old standard. General manager of red star stock expresses at Jian, with this " date of flavour of red star Beijing " for the mark, it is a foundation with be being approved to be the inheritance of the craft of authentic a strong spirit usu. made from sorghum of immaterial culture bequest to carry on, red star will hold high Beijing flavour culture old standard, assume case to the whole nation, glorious mission that extends bright culture of Beijing characteristic culture, China to the whole world.

How will evaluate red star a strong spirit usu. made from sorghum " sale of Beijing flavour culture " ? Although since roll out the series such as curiosa, collect carefully since high-grade wine breed, red star also obtained the market outstanding achievement of level sex, but, the author thinks, with respect to the brand to the strategy with outspread high end character, of red star " sale of Beijing flavour culture " the one side that has beautiful Huan of United States annulus truly: The brand transmits a scenery to change, reveal communication beauty; Brand symbolism, compose builds the beauty that the brand experiences; Use Olympic Games business chance opportunely, transmit the beauty of China! However, have the one side of a blemish in an otherwise perfect thing more.

Why to see?

Above all, since " drink a strong spirit usu. made from sorghum " and " swim the Great Wall, eat roast duck " had become euqally (perhaps be its abstraction) the symbol of Beijing flavour culture, so " swim the Great Wall, eat roast duck, drink a strong spirit usu. made from sorghum " this remains a kind " people culture " , " popularize culture " . Self-evident, since be people culture, popularize culture, it is place of common common people certainly zealous with happy path, so, building brand culture from compose is to manage brand of promotion red star goal of this one strategy, the compose of this culture builds a base is to have those who biased. This was equal to the old road that the market that returned common a strong spirit usu. made from sorghum again locates to go up. On this problem, can have a controversy probably: High-grade wine is wine confined to high-end crowd to consume only? Masses crowd regards gift wine as it, even if consume every year 9 times each, be also a very considerable market demand? Such doubt itself no less than " whose home spends the New Year to still do not eat a dumpling " such civilian adage, itself does not have a problem, the crucial point of the problem is: Even if ordinary people, whether to regard you as really high-grade wine, gift wine? What kind of brand fulcrum did red star give the masses? It is especially inside the other market limits besides Beijing, this question appears more obvious.
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