dhibooks Chapter 360 Positioning
Chapter 360 Positioning
"Build a brand!" Chu Zhuang looked at the crowd and said loudly.
"Establish a brand?" Everyone looked at each other in blank dismay.
"Not bad!" Chu Zhuang nodded and said, "We want to establish our own wine brand while there is no wine on the market!"
"But what is a brand?" Yunhong asked everyone's aspirations. For those Yue Chao people, they don't know such an advanced concept of a brand!
"The brand is..." Chu Zhuang hesitated.
Of course he knew the concept of the brand, but Yunhong and the others might not be able to understand it directly!
So it must be explained in a way that they can understand and understand.
"If we mentioned restaurants, what would everyone think of first?" Chu Zhuang asked after thinking about it.
"Zuixian Tower!" Yun Zhanfei said directly without thinking.
He still couldn't forget the hot pot of Zuixianlou, Yunhong and Yunmengxi also nodded at the same time, agreeing with what Yun Zhanfei said.
"That's right!" Chu Zhuang nodded and said, "When we mention academy, the first thing we think of is Yushan Academy."
Chu Zhuang explained: "What we mentioned above is the brand. The function of the brand is to distinguish our products from other competitive products. It can be a name or a symbol, or it can be a part of our attitude towards it. an impression."
Everyone nodded with half understanding, they seemed to understand, but at the same time they felt that they didn't fully understand.
"Does it mean good reputation?" Yunhong asked.
"Yes or not, a good word of mouth is the most important part of the brand!" Chu Zhuang replied.
"But shouldn't we sell red wine first before we can build a good reputation? We haven't started selling it yet, so how do we establish this brand?" Yunhong asked puzzled.
"Now that we are selling such a bottle of red wine, what will be the word of mouth?" Chu Zhuang asked while looking at the crowd with the bottle in his hand.
“One of a kind wine!”
“Good taste, ordinary appearance!”
Chu Zhuang briefly said two points, and continued: "Other than this, there are no other characteristics."
Everyone pursed their lips tightly. Although they didn't want to admit it, what Chu Zhuang said made sense.
"And such a wine, when there is a second wine on the market, it can easily be replaced!"
Chu Zhuang put down the bottle in his hand, and said: "The wine we have worked so hard to produce, you definitely don't want to see it become mediocre in the end."
"What we hope is that even if there are two, three, or even countless wines on the market in the future, our wine will still be the one that everyone remembers firmly and is irreplaceable!"
The three of them nodded at the same time, obviously Chu Zhuang spoke their minds.
Yunhong got up and went to the desk beside him to get a pen and paper, apparently to record what Chu Zhuang said.
These are the habits he left behind from listening to Chu Zhuang's lectures.
"And to be able to do this, we need to make a complete plan before launching the wine!" Chu Zhuang explained.
"Not to mention anything else, the appearance of the wine is everyone's first impression of our wine, which is very important!" Chu Zhuang picked up the blue-yellow wine bottle and said, "Obviously this bottle is not qualified."
This is like a person, if he is dressed in tatters and looks extremely wretched, although it is not ruled out that there are people who do not judge people by their appearance, but this is a small number of people after all, and most people must not be good at his first impression !
In particular, they cannot force consumers to discover the inner beauty of the product through its unpretentious appearance.
Yunhong frowned. He naturally agrees with what Chu Zhuang said, but right now it's not that they don't want to change the wine bottle, but that they have nothing to do!
Yunhong looked at Chu Zhuang and reminded: "We can only produce this kind of bottle at the moment. If it is changed, we have to go out to buy it, which will be a big expense."
"Since there is a pottery workshop, of course we produced this bottle ourselves!" Chu Zhuang said with raised eyebrows.
Yunhong was stunned for a moment, but suddenly he came to his senses, looked at Chu Zhuang with wide eyes and asked, "You mean you know how to make ceramics?!"
He had already told Chu Zhuang just now that the craftsmen in the pottery workshop could only make this kind of porcelain, but Chu Zhuang still told them to make it, which meant that Chu Zhuang could make other kinds of porcelain.
"Well, yes!"
Chu Zhuang nodded slightly, like the paper making and printing before, these are the materials Chu Zhuang found in the space, but he really knows how to make porcelain!
In his previous life, Chu Zhuang liked porcelain very much. He not only liked to collect it, but also liked to try it out by himself.
He is really good at firing porcelain.
Everyone gasped and looked at Chu Zhuang in horror, but quickly calmed down again.
Chu Zhuang knows how to make ice and paper... He knows too many things, and it seems that there is nothing wrong with firing porcelain now!
If there was something Chu Zhuang didn't know, then they would be even more shocked.
"What kind of porcelain do you know how to make?" Yunhong was the first to react, looking at Chu Zhuang and asked.
"The key depends on what is suitable for this wine." Chu Zhuang raised his eyebrows and said, there are so many ceramics he can fire, it is impossible to fire all of them, the key is to choose which one is suitable as wine bottles.
"The most suitable one must be the glass bottle you took last time! We can't possibly use a glass bottle to store it in, right?" Yun Zhanfei pursed his lips and said.
Chu Zhuang gave Yun Tingfeng a bottle of wine when he saw Yun Tingfeng first. The wine bottle was still a glass bottle, which shocked them at the time.
This wine is packed in a transparent glass bottle, which looks so good-looking and high-end that anyone who looks at it can't take their eyes off it.
But glass is too expensive, how could they use it to hold wine?
Chu Zhuang nodded and said: "Brother is right, glass bottles are indeed the most suitable!"
"Yeah, I just said..." Yun Zhanfei suddenly realized something was wrong, he opened his mouth and looked at Chu Zhuang, shook his head to wake himself up, and then asked: "What, what, what did you just say?" say what?"
"Glass bottles are cheap, and they are high-end enough right now. They are indeed the most suitable for wine." Chu Zhuang looked at Yun Zhanfei and said again with certainty.
"The glass bottle is the one you brought to the house last time?" Yun Zhanfei asked in horror, "You said it was cheap?!"
"Second brother, Chu Zhuang actually said that the bottle is cheap!" Yun Zhanfei exclaimed, holding Yunhong's hand.
"If Chu Zhuang can fire it, this thing is really cheap for him!" Yunhong thought for a while and said.
Chu Zhuang nodded, looked at Yunhong and said, "Second brother, borrow a pen!"
Yunhong immediately handed over the pen in his hand, and Chu Zhuang picked up the pen and began to write on the rice paper.
Yun Zhanfei sat on the stool in a daze, looked at Yunmengxi beside him and asked: "Mengxi, I, I must not be hallucinating? Mengxi, come and slap me twice! "
"Brother, stop making trouble!" Yunmengxi said angrily.
Isn't it a brain disorder to let him hit him gracefully?
"Chu Zhuang said he can make glass bottles!" Yun Zhanfei said in horror.
Chu Zhuang knew how to fire porcelain, Yun Zhanfei didn't have much reaction, but what Chu Zhuang was talking about right now was a glass bottle worth thousands of gold!
"Yes, is there any problem?" Yunmengxi knew about Chuzhuang's secrets, and didn't have much reaction to it, looking at Yun Zhanfei and asked indifferently.
Yun Zhanfei looked at Chu Zhuang's number one fanboy, and felt helpless in his heart. He was afraid that even if Chu Zhuang sold Yunmengxi, his stupid brother would be happy to count the money for Chu Zhuang!
Chu Zhuang simply wrote down the plan he had just thought up, and then he put down his pen and began to formally explain it to everyone.
"First of all, we need to understand that the positioning of our products is also the positioning of wine!"
"What is positioning?" Yunhong asked for advice.
"It is the target of our wine sales, which part of the people will come to buy our products!" Chu Zhuang explained.
"I know this, people who like to drink will come to buy!" Yun Zhanfei replied with his hands raised.
"No, there are poor people among those who love to drink, and those who have no money to buy wine cannot be regarded as our customers!" Chu Zhuang shook his head and said.
"Then according to what you said, our customers are rich people?" Yun Zhanfei asked after thinking about it.
"That's right!" Chu Zhuang nodded with a smile and said, "Keep this in mind, the people we want to make money are rich people!"
"So correspondingly, our positioning of wine is luxury!" Chu Zhuang pointed to the word "luxury" on the rice paper and looked at the crowd.
"But rich people don't necessarily like to drink?" Yun Zhanfei asked suspiciously.
"Once we position wine as a luxury product, it is not just wine." Chu Zhuang explained: "We can divide the functions of wine into three types!"
"The first effect is drinking. Wine not only tastes good, but also nourishes the body. Long-term drinking in small amounts can prolong life, and it can also beautify women and children."
"Then stop me from drinking it!" Yunmengxi blamed Chu Zhuang with his eyes shining when he heard this.
Three black lines appeared on Chu Zhuang's forehead, and he said, "I'm talking about drinking in small amounts, Mengxi, are you drinking in small amounts?"
Once it is excessive, it is alcoholism. Unless Yunmengxi reaches the level of Wuzong like Huiming, and can expel alcohol from the body from the inside, drinking too much will still hurt the body.
"Okay..." Yunmengxi shrank his neck a little guilty, he seemed to have drunk a little too much.
Chu Zhuang shook his head helplessly, and continued: "The second function is to give gifts. Wine is high-end and valuable, and it is not vulgar. Whether it is a gift for friends, colleagues or officials, it is a very good gift. "