Marketing planning case: planning notes of Golden Cube health products

Good products are planned. Marketing planning is the key to enterprise development.

------Zhuge Changqing

Marketing is the first step in enterprise development.

The first step in marketing is planning.

What is planning?

Zhuge Changqing believes that planning is a strategic process of "planning strategies and winning thousands of miles away".

Good enterprises are all bought by good planning.

Good enterprise, good product, good planning, good brand, good marketing, naturally good performance.

During the study of marketing planning cases, I saw a nutritional wine case planned by Hu Shiming, General Manager of Oriental Shengsi Marketing Consulting Agency, "China Mours, Mours for Love -- The Origin of Golden Cube Mours"

I feel that my mind is sharp, direct and worth sharing. Share the book "China Mours, Mours for Love - The Origin of Golden Cube Mours" to those who like marketing planning.

1、 Join the Golden Cube Papaya Wine Industry.

Zhuge Changqing: Only good products can have a good market. Good products are the foundation.

The Golden Cube is purely accidental. Mr. Li Hongjun, chief editor of China Fruit Wine Culture Marketing Network, a friend of Fu Zuoli, a partner of Oriental Shengsi, is also a friend of Zhao Jiawei, general manager of Chongqing Chengyuan Group, the parent company of Jinlifang. President Zhao has always entrusted Chief Editor Li to help recommend professional consulting companies to offer suggestions for the papaya wine project under his group. In a highly responsible attitude, Chief Editor Li recommended Dongfang Shengsi to General Manager Zhao in April 2010.

After contacting Lao Fu, President Zhao repeatedly invited us to Chongqing for investigation and negotiation. However, due to the lack of time, Lao Fu and I didn't arrive at the headquarters of Chengyuan Group in Qijiang, Chongqing until August 2010. Since the development of coal industry in 1994, Chengyuan Group has developed from a single coal industry in the past to a comprehensive enterprise group integrating coal industry, transportation, real estate, building materials, wine industry, etc. After 16 years of hard work, it has a registered capital of 80 million yuan, assets of 1.186 billion yuan, 1231 employees, and more than 200 middle and senior professional and technical personnel of all kinds. The Group has six subsidiaries, including Qijiang Chengyuan Coal Industry Co., Ltd., Chongqing Yuandian Real Estate Development Co., Ltd., and Chongqing Golden Cube Liquor Co., Ltd., with an overall operating income of 800 million yuan in 2010.

Zhao Jiawei, general manager, said that there are two kinds of papaya: medicinal and edible. Sichuan, Chongqing, Guangxi, Shaanxi, Anhui and other provinces in China all produce papaya, but most of them are edible papaya, while the wrinkled papaya produced in Chongqing Qijiang is medicinal papaya. Unlike the edible papaya, the medicinal papaya, commonly known as Baili fruit, contains a large amount of antioxidant activity SOD, and has multiple effects such as anti-aging, anti-rheumatism, anti-cardiovascular aging, anti-inflammatory and analgesic, and has high medicinal and edible value. Many local people in Chongqing directly soak papaya in wine to prevent disease and anti-aging, eliminate fatigue, and also treat stubborn diseases such as bone marrow injury. Many small and medium-sized enterprises also sell papaya into cosmetics, food, health care products, etc. Due to the unique geographical environment and historical origin of Qijiang, natural papaya has grown into a forest for many years. In addition to the government's advocacy in recent years, more fruit farmers have invested in papaya cultivation, but no large-scale enterprises have been involved in the deep processing of large-scale products, let alone establish brands and become stronger and larger. For this reason, Qijiang District Government has seriously injured the brain for many years. After repeated investigation, the government entrusted this glorious and arduous mission to the steadily developing Chongqing Chengyuan Investment Group. Mr. Feng Chengyuan, chairman of Chengyuan Group, has invested in local industries for many years, with a decent style and a low profile and pragmatic attitude. Under his leadership, Chengyuan Group has developed from scratch to become the top three local profit and tax giant.

With the support of Qijiang District Government, Chengyuan Group officially entered the operation of papaya wine industry in 2008. Chongqing Golden Cube Wine Co., Ltd. was wholly registered in Chongqing Qijiang Food Industrial Park, with a registered capital of 46.3 million yuan and a total investment of 120 million yuan planned to build a 10000-ton papaya series high-grade fruit wine production base in three phases. 60 million yuan has been invested to complete the first phase of 1000 tons of papaya wine project. At the same time, Golden Cube and local fruit farmers have established a contract for reimbursement of papaya planting and purchasing in the form of "company+farmer", and established long-term cooperative relations with scientific research institutions such as Southwest University, Chongqing University of Technology, Sichuan Fermentation Research Institute, etc. The production scale and product quality rank among the top of the same category of products in China.

However, with papaya base, factory building and papaya wine, I thought that after a period of time when the harvest season came, I found that things were far from simple as I thought. Because there is no professional team, no sales network, and no clear selling points of the product, the sales staff simply do not know who to sell the product to and how to sell it. In the process of sales, they often only one-sided emphasize the efficacy of medicinal papaya and the progressiveness of enterprise equipment, which basically do not interest partners. Dealers are unwilling to cooperate without understanding the company's marketing strategy, and consumers are unwilling to pay several times the price of traditional papaya wine to accept the product without understanding the product characteristics. All the places that seemed to have no problems had problems. The emerging Golden Cube Liquor found that the company was still too unfamiliar with the differences in the beverage industry and the national market. The decision-making level of Chengyuan Group also fully realized the seriousness of the problem, which was also the fundamental reason why Mr. Zhao was eager to meet with Oriental Shengsi.

In the afternoon of August 7, 2010, General Manager Zhao Jiawei invited Chairman Feng Chengyuan of the Group and the management team of the Beverage Company, totaling 11 people, to listen to the analysis and suggestions of Dongfang Shengsi on the industry status, operation mode and Golden Cube products in the conference room of the headquarters of Chengyuan Group. After my eloquent explanation for nearly three hours, the enterprise asked questions about their questions, and Lao Fu and I analyzed and answered them respectively. At last, Mr. Zhao proposed to invite Dongfang Shengsi to provide full case marketing planning support for the Golden Cube project on the spot.

2、 Lucky Gold Cube Papaya Wine

Zhuge Changqing: To open up the market is like fighting against the enemy. A good military think tank is very important. Where is your military adviser?

In the middle and late March of 2011, Chengdu was bustling with merchants. The 84th National Sugar and Wine Fair was in full swing here. While I was at the booth of Huiyuan Group, a leading enterprise in the Chinese juice industry, I suddenly received a call from General Manager Zhao Jiawei, saying that they were also attending the sugar and wine fair, and asked if it was convenient for me to go to their booth. The exhibition stand of Golden Cube at the home of Chengdu International Convention and Exhibition Center is very eye-catching. It has not been seen for half a year, and the product line has become richer. There are five series in total, with more than 50 single products in front of us. I met with Mr. Zhao, who had been waiting for a long time, once again every six months for a brief exchange of greetings, and then learned that their exhibition was just a thankless one. The number of customers signed up for the whole exhibition was zero.

Mr. Zhao hoped that Dongfang Shengsi could help Jin Cube. However, I had too many things at hand at that time. At the same time, I agreed to Huiyuan Group, the leader of China's juice industry, to take charge of the comeback project of Xurisheng iced tea brand, which Huiyuan recently acquired. Therefore, I could only agree with Mr. Zhao to take over the matter of Jinlifang as soon as possible in the middle of this year after I pushed forward several projects at hand for a period of time.

3、 Yuanyuan Golden Cube Papaya Wine

Zhuge Changqing: To plan marketing, it is not only necessary to have a plan, but also more important to put the plan into practice. The five stages of the marketing force planning system of Oriental Shengsi are very good, with a happy ending.

According to the operation process, the marketing force planning system of Oriental Shengsi is mainly divided into five stages:

The first stage is the internal visit and external transfer project stage, which mainly provides the basis for the strategic formulation of the enterprise project through the comprehensive understanding of the current situation of the enterprise's internal resources and the external market competition situation;

The second stage is the engineering stage of project strategy development. This stage is mainly based on the survey data of the first stage, combined with the background industry database of Oriental Shengsi, and formed the strategic direction of the enterprise project by the project consulting expert group, including phased strategic objectives, target realization path, brand positioning, product positioning, product line planning, product development, business model and other aspects;

The third stage is the marketing landing strategy planning and design stage, which is mainly based on the strategic planning and positioning of the second stage, forming the market layout design, channel structure design, terminal development design, sales policy design, sales organization design, team building strategy, control process design, brand communication design, consumer communication design and other aspects of the project;

The fourth stage is the stage of "getting on the horse" marketing landing and investment promotion project, mainly including the product launch forum, the first round of investment promotion work, the establishment of dealer network in target model market, the establishment of terminal network, the construction of consumer communication model project, etc;

The fifth stage is the continuous coaching stage for the implementation of the "send the whole process" marketing strategy, mainly including the organization and holding of the monthly marketing meeting, the discovery of phased problems and the introduction of solutions, and the phased team training. The implementation of each stage of work is supported by detailed market research data to achieve the quantification of strategic design, brand positioning, product design, channel expansion and consulting effectiveness. It is for this reason that the marketing force planning system of Oriental Shengsi has been honored by the industry as "Let Chinese enterprise marketing enter the era of quantification".

Zhuge Changqing, a good planning consultant is also very important to help customers implement the planning points.

On July 16, 2011, I led a team of five members of the Oriental Shengsi Golden Cube project team to officially settle in Chongqing Chengyuan Group Golden Cube Wine Co., Ltd. In order to ensure the progress and quality of the project, I decided to take the post of project director myself, and Fu Zuoli, partner and senior marketing director of Oriental Shengsi, as the project manager, Song Zuwei, planning director, Wang Wei, art director, and Li Xue, senior copywriter, respectively, as the other divisions of the project team. In addition to other copywriters, designers, data analysts and cooperative research companies in the background, the project team built for Golden Cube this time can be described as a luxurious lineup. After the simple signing and project launching ceremony, the marketing force planning project team of Oriental Shengsi Golden Cube began its consulting and planning journey in the category of papaya wine.

4、 The current situation of papaya wine market after the first round of market survey.

Zhuge Changqing: There is no right to speak without investigation. Investigation and research are very important. We should do a good job in marketing research.

After the successful completion of the two-day internal interview, the members of the project team were divided into three groups and began a one-week external market research. In order to ensure the reference value of the data, we divide the external survey into three parts: dealer interview, terminal interview and consumer interview. The dealer interview and terminal interview are conducted by three research teams, and the consumer interview is conducted by the cooperative research company organized by the background data manager of Oriental Shengsi. I am responsible for the research of target cities in the west and south of China as a team. Lao Fu leads a team responsible for the research of target cities in the north and northeast of China. Song Zuwei, the planning director, is responsible for the research of target cities in the east and central of China. In order to improve communication efficiency under the condition of information symmetry, we suggest that members of the internal project team of Golden Cube can also participate in the research. Finally, I decided to participate in the research with Ye Zhaoqiang, the product manager of the Golden Cube Marketing Department.

The survey itinerary of Xiaoye and I includes five cities, Chongqing, Hanzhong, Kunming, Guangzhou and Dongguan. Goal selection, questionnaire design, method design and data analysis are the four key elements of successful research. Through the analysis of the regional plates rich in papaya throughout the country, we learned that the Jiuminlang Liquor Co., Ltd. in Qijiang, Chongqing, the Yijiu Liquor Co., Ltd. in Baihe County, Hanzhong, Shaanxi, and the Maoliang Group in Lincang, Yunnan are the pioneers of the papaya wine industry. Therefore, my itinerary includes the coverage of the local market and key market of the above-mentioned enterprises in Guangdong. The first stop is in Chongqing. Jiuminlang papaya wine is another local enterprise supported by Qijiang District. Jiuminlang's product line is designed broadly, with Baijiu as the main product for sale. Fruit wine covers nearly 20 varieties from high-end to low-end, but it is rarely sold in other markets except in Qijiang's specialty stores, some cigarette hotels and restaurants. In the second stop, I arrived in Hanzhong. The Yipai papaya wine in Baishui is mainly low-end products. The 500ml bottle is divided into three grades: 12 yuan/bottle, 30 yuan/bottle, and 40 yuan/bottle. The sales channels are mainly supermarkets, tobacco hotels, and small and medium-sized restaurants. There are many advertising resources in the local market, especially in the bus stop boards and bus bodies in Baishui County. The product distribution rate of Baishui is much higher than that of Hanzhong. Through telephone, we learned that there are few products sold in other cities outside Hanzhong in Shaanxi. The third stop is Kunming. In late July, Kunming has a pleasant climate with an average temperature of about 20 ℃. Xiaoye and I catch the evening flight from Xi'an to Kunming. Stepping out of the cabin door, a stream of fresh air came over, and the tiredness disappeared immediately. After arriving at the hotel in the car of my friend Mr. Zu, the head of Yunnan Lizhi Investment Co., Ltd., it was nearly 1:00 in the morning. The research in Kunming has yielded very little. Maoliang Group, which is based in Yunnan, focuses on Baijiu, Papaya wine includes "harmonious papaya fruit wine" classified by health wine, and "Sigangli papaya fermented wine" classified by fruit wine ", except for Carrefour and other big stores, there are few other channels to display. The fourth stop is Guangzhou, where there are basically no papaya wine products on the market. The fifth stop is Dongguan. According to the information we have in advance, Dongguan should be the major papaya wine brands to cover the market. Dongguan is large and scattered. Xiaoye and I got up early in the morning, from Dongguan East Station, through Hengli Town, Chashan Town, and finally to the main urban area of Dongguan, and visited Wall on foot Ma, Carrefour, SPAR, Baijia, Jiarong and other representative supermarkets visited two wholesale markets and three food streets. Only three wholesale departments saw "Longhu brand papaya wine" selling one kind of real estate. Most other hotels, wholesale shopkeepers and supermarket clerks had no concept of papaya wine, let alone consumption experience.

Based on the survey of other people, the overall market survey conclusion is as follows:

（1） Summary of internal interview conclusions:

① Chongqing Chengyuan Group has been awarded the top ten economic enterprises in Qijiang County, Chongqing for 10 consecutive years. The company has formed three industrial sectors, namely coal, real estate and wine. The company has strong strength and sufficient financial guarantee, and has the potential to further expand and strengthen the wine industry. Chongqing Golden Cube Wine Co., Ltd. is a wholly-owned subsidiary of Chengyuan Group. The total investment of the project is planned to be 120 million yuan. The project will produce 10000 tons of papaya wine per year, which will drive 20000 farmers to become rich. Now 60 million yuan has been invested, and the first phase of the project has a capacity of 1000 tons, which is ready for the industry to set sail.

② Chongqing Golden Cube adopts a high starting point to enter the market, employs national and provincial excellent bartenders to prepare the wine body, cooperates with the best scientific research institutions in the southwest to design the production process, mounts the best equipment in China, and uses ultrafiltration technology to produce papaya wine with the best quality in the country. The product was officially launched in November 2010. Due to the lack of marketing resources, the product sales are not smooth. At present, it is mainly based on group purchase from the origin. The enterprise market planning department is being formed, and the sales team is being formed. There are basically no qualified dealers to operate the market together.

③ The medicinal papaya is the fruit of a hundred benefits, with high medicinal and edible value. The medicinal papaya began to bear fruit in three years, and the holy fruit in eight years. The upstream raw material base is a scarce resource to enter the papaya industry. Papaya fruit contains 19 kinds of amino acids, 18 kinds of minerals and trace elements, of which the VC content is twice that of kiwi fruit and 6 times that of apple; The content of oleanolic acid and superoxide dismutase (SOD) is rich. The content of SOD in 1g fresh papaya is as high as 3227 international units, 20 times higher than that of apple and 300 times higher than that of raisin, ranking first in the world. SOD can eliminate excess oxygen free radicals in the body and prevent disease and aging; Eliminate fatigue; It has unique efficacy in treating bone marrow injury, diminishing inflammation and relieving pain. Papaya is widely used in cosmetics, food, alcohol, medicine and other fields. Since the beneficial ingredients of papaya are insoluble in water and soluble in alcohol, papaya can greatly retain the beneficial ingredients of raw materials. The SOD content of papaya wine brewed with Golden Cube technology equipment is 200 times that of the best red wine in China, and the best Baijiu produced in China does not contain SOD.

④ The enterprise's resource allocation plan for new projects is one of the key information for project planning. Qijiang County Party Committee and Government plan to invest 100 million yuan in 10 years to build a 10000-mu papaya production base for both medicine and food, and will achieve the title of "hometown of Chinese papaya" by the end of 2011. Chongqing Chengyuan Group is an enterprise that has been operating for more than 10 years. It has a relatively mature internal evaluation process for project investment. The group has a high vision for the Golden Cube project, but it plans to adopt a progressive conservative expansion strategy in market development, which provides a reference for us to make strategic planning and strategic realization path for the entire project.

Summary of Daohe terminal survey conclusions:

① The history of brewing fruit wine in China has been nearly 2000 years, but fruit wine has always been a marginal product and has not formed a general trend. The real production and sales of fruit wine can be traced back to the early 1990s. Some fruit wines with different flavors, such as wolfberry wine, loquat wine, jujube wine, litchi wine, green plum wine, cider, have emerged one after another. There are about ten varieties of fruit wine, but the development is slow. Until today, the fruit wine that can be accepted by consumers and has great influence is still rare, and the wine market is still a third of Baijiu, wine and beer.

② Sunshine pure fruit wine in 2001 and green plum wine from 2004 to 2005 were all popular for a while, but they all "retired" in the end. As the first of several major fruit wine brands in China, Ningxia Honghe Qinong Liquor had strong advertising force and good market acceptance when it first entered the market. However, with the gradual fading of the new craze, the advertising investment was reduced, the market promotion investment was insufficient, and the consumer's acceptance of the taste and culture of fruit wine was shallow, the current sales volume is declining.

③ As a branch of fruit wine, papaya wine is fresh in the market, and many wine dealers are not familiar with it. At present, there are more than 100 enterprises involved in the production of papaya wine in China, but only a few of them are on the scale. The market performance of papaya wine is fragmented, and the industry has not formed an industrial scale. According to incomplete statistics, at present, enterprises engaged in such products produce and sell more than 10 million papaya wine per year, which is extremely rare. Yunnan Maoliang Group, with an annual turnover of nearly 100 million yuan, focuses on Baijiu rather than papaya wine. The distribution rate of Sigangli papaya wine in Kunming market is close to zero.

④ At present, papaya wine exists in the market in two product categories: fruit wine and health wine, while fruit wine and health wine are niche products, and papaya wine, as a branch of which, accounts for a smaller share. Typical enterprises include Chongqing Qijiang Minlang Papaya Wine, Yunnan Maoliang Group Sigangli Papaya Wine, Shaanxi Baihe County Yipai Papaya Wine, Anhui Xuancheng Qiguawang Xuan Papaya Wine, etc. These enterprises have formed a relatively rich product structure with strong target groups, but the product development of each enterprise is carried out with reference to red wine or Baijiu. Sigangli and Jiangguagua are relatively high-end, while Yipai and Qiguawang are mainly low-cost products.

⑤ The main markets of enterprises producing and selling papaya wine are generally concentrated in the county-level market where the winery is located, and gradually radiate to the county-level market. The niche market generally covers no more than three prefecture-level cities. The sales of the home market mainly come from two forces, one is the public relations group purchase consumption led and supported by the government department, and the other is the recognition of the effect of papaya formed by the cultivation history on local consumers. For example, consumers in Qijiang region basically believe that papaya wine can remove rheumatism and produce some consumption. Several representative brands basically enter the market through direct marketing in their respective base markets. The product sales are mainly through closed channels of group purchase in local markets, and the public open channels are less involved. Many enterprises have made great efforts in market promotion, but the results are small.

Summary of consumer interview conclusions:

① A total of 400 valid questionnaires were collected in consumer interviews, including 128 for men, accounting for 32% of the total number of surveys, and 272 for women, accounting for 68% of the total number of surveys. The age of respondents was concentrated in the age of 20-55, of which 62% were from the age of 20-30, and 38% were from the age of 30-55. The respondents are mainly from office buildings and party and government organs. 62% of the respondents have a monthly income standard of 2000-4000 yuan, 21% of the respondents have a monthly income standard of 4000-8000 yuan, 9% of the respondents have a monthly income standard of more than 8000 yuan, and 8% of the respondents have a monthly income standard of 1200-2000 yuan.

② Analysis of the drinking frequency and single consumption of fruit wine or red wine among the surveyed people: more than 25% of the people rarely drink red wine or red wine, more than 32% drink wine only on holidays, and nearly 30% drink wine more than 2-3 times a month. It shows that the drinking frequency of red wine and fruit wine is generally low. The single drinking volume of the respondents is basically concentrated in two to three and three to five grades, of which one to two to two accounts for more than 42%, three to five accounts for more than 31%, and within one or two accounts for nearly 19%. It shows that the target group has relatively less single consumption.

③ The main reasons for the respondents to drink red wine or fruit wine: The main reasons for the respondents to drink alcohol are mostly parties including festivals and holidays. The factors for drinking alcohol at the parties account for more than 55%, followed by work entertainment, which accounts for 21%. In addition, the survey shows that most people will drink wine for happy events, while the proportion of people who drink to drown their sorrows accounts for 1%. It shows that the main marketing channels of red wine or fruit wine are catering channels, night market channels and supermarket channels.

④ The key factors considered by the surveyed people when buying red wine or fruit wine: the taste, brand and price of the wine when they drink it ranked the first three, the recommendation of others ranked the fourth, and the popularity factor was less than 1%. When entertaining others, the brand, taste and price rank the top three. Compared with self-use, consumers pay more attention to the brand than the taste when entertaining others. In addition, the packaging reason is also more concerned, ranking the fourth, accounting for about 9%. It shows that taste is the key factor affecting the consumption of red wine or fruit wine, and good reputation is extremely important for liquor marketing, and the popularity factor of liquor marketing is low.

⑤ The main channels for the surveyed people to obtain red wine or fruit wine information: friend recommendation, TV and restaurant are the main channels for consumers to obtain information, ranking the top three in order. The car body and newspaper have a small impact on consumers. In addition, other media, such as frame and car, are currently more concerned. It shows that the core consumer public relations, the appropriate amount of TV media and the recommendation of the terminal hotel promoters are the marketing means that need to be considered.

⑥ The degree of red wine or fruit wine frequently consumed by the investigated people: the degree of alcohol selected by the investigated people to drink red wine or fruit wine is basically below 18 degrees, of which 50% is 12-18 degrees, 30% is below 12 degrees, and the other 20% is 18-28 degrees. None of the respondents choose more than 28 degrees. It indicates that the attribute of high product is no longer fruit wine category.

⑦ The price choice of red wine or fruit wine purchased by the respondents: the price choice of red wine or fruit wine purchased by the respondents themselves is 131-200 yuan, 41-80 yuan, and more than 201 yuan. The difference between the top three percentage points is small, with a gap of three percentage points between the first and second, and only two percentage points between the second and third. When entertaining others, the prices selected are: more than 201 yuan, 131-200 yuan, and 41-80 yuan. The top two places are in the same order as those for self-use, indicating that most consumers will choose products of a higher grade than self-use when entertaining others. This also shows the three mainstream price bands of popular red wine or fruit wine products.

⑧ The influence of the origin of the selected fruit wine or red wine brands of the surveyed population: the selected fruit wine brands of the surveyed population, more than 57% of the population preferred the national brands, followed by 24% of the population will choose the brands at will due to advertising, packaging, price and other factors, and the other 10% of the population will choose the provincial brands, ranking third. The data shows that no one will choose the provincial brands subjectively. It can be seen that small and medium-sized growth enterprises will enter the market smoothly if they start from the region.

⑨ Analysis of the purpose of the respondents to choose red wine or fruit wine: the main purpose of the respondents to choose red wine or fruit wine is beauty and health care, followed by taste, accounting for nearly 20%, and taste is also the main reason for consumers to choose red wine or fruit wine. Here we can basically see the main starting point for Chinese people to choose fruit wine or red wine products.

⑩ Analysis of the acceptance and acceptance of SOD by the respondents: only 15.5% of the respondents have heard of SOD, and some have only heard of "Dabao SOD Honey" products, but do not know the properties of SOD. Of the 15.5% who know about SOD, only 9% have the intention to buy fruit wine containing SOD.

The 10-day survey is over, but the current situation of papaya wine market reflected by the survey results makes me completely dumbfounded! Papaya wine belongs to the category of fruit wine or health wine, but in China, other fruit wines except wine are in an awkward situation. The overall market capacity is not more than 2 billion, and the audience of papaya wine is smaller. The best papaya wine enterprise in China has an annual turnover of more than 10 million, which can be said to stand up to the ceiling! The market capacity of health wine has reached nearly 20 billion yuan and is still growing year by year. However, with an annual turnover of nearly 4 billion yuan, Jinjiu is the largest one, accounting for more than 20% of the share of the health wine industry. Its scale is 8 times that of the second place Coconut Island Deer Turtle Wine. There are nearly 1000 other large and small brands. In addition to confusing consumers more and more, it is difficult to do more in the market. I began to think, where is the future of snack fruit wine? Where is the outlet of papaya wine?

2. We have found the industrial direction of Golden Cube

The re-examination of the way out of papaya wine made me gradually fall into thinking about the overall industrial layout of Jinlifang and even Chengyuan Group. Broadly speaking, any emerging industry will grow, but the growth cycle is the key issue. At this stage in China, it is difficult for most private enterprises to spend more than five years to cultivate an industry. On the premise that the industry cake is small, all enterprises participating in the slicing cake will be limited, and even if they are the first brand, it will be difficult to get a foothold.

After 15 years of development, Chengyuan has gradually formed three business segments, namely coal, real estate and wine, through continuous evaluation and definition of its main industries. The wine industry is in the initial stage, and the coal industry is a resource-oriented industry. Its prospects are challenged by sustainable development. Under the background of tight monetary policy, the real estate industry is subject to great fluctuations under the influence of the macro economy. After the formation of the future industry, only the food sector will have more potential to form the most stable and sustainable business. Chengyuan's entry into the food industry is a forward-looking measure to ensure the Group's sustainable growth in the future. However, as a branch of fruit wine, when the category of papaya wine is not formed, the competitors will be expanded to the whole wine industry, at least the wine industry, which will further inhibit the growth of the industry.

After careful analysis, we believe that the papaya industry will be superior to the growth of the papaya wine industry as a small product category. If Golden Cube can become the first brand of the papaya industry, it will easily become the leader of the papaya wine industry. Zhuge Changqing: It is very important to select the right breakthrough point. From the perspective of consumers, consumers' cognition of papaya is far higher than that of papaya wine. It is more meaningful to be the first in the papaya industry than to be the first in the papaya wine industry. More importantly, the capacity of the papaya industry is far greater than that of the papaya wine industry. According to the current industry scale, the enterprises that achieve the first place in the papaya industry can achieve large-scale development, while the enterprises that achieve the first place in the papaya wine industry may not be able to feed themselves. Therefore, I suggest that Chengyuan Group redefine and plan the food industry structure to realize the development of the food industry and truly find new growth points for the group.

Under the planning framework of making the whole papaya industry, the first key breakthrough category can be placed on the beverage.

With the ambition of operating the Golden Cube to the first place in the papaya industry, the blueprint of the food industry empire of Chengyuan Group will be broad.

First, look at the layout of the national industrial chain. The future food industry will rely on the industrial chain to win, especially in industries with limited upstream resources such as papaya. The raw material base is one of the key resources for enterprises to win;

The second is the product line planning and production layout. The product forms of papaya deep processing include wine, snack food, health care products, over-the-counter drugs, papaya soup, and so on. Only by keeping the layout of the upstream base and the plant relatively synchronized, can we better serve the future market.

Finally, the integration of resources. Each local government is strongly supporting the industries with regional characteristics, but the small steps and quick runs have little effect. If Chengyuan Group can seize the opportunity to fully cooperate with local governments and diversify and integrate resources within various policies, it will certainly accelerate the pace of enterprise development and take the lead in the next round of wealth redistribution. In the whole papaya industry, the channel model in the form of exclusive stores will also make it easier to connect products with consumers.

Zhuge Changqing, in the new era, franchise stores have become the main frontline of direct market penetration.

Because this part of the plan involves many sensitive topics, it will not be detailed here. Fortunately, Chairman Feng of Chengyuan Group is a very bold and forward-looking entrepreneur. When we put forward the above suggestions, Chairman Feng was extremely excited, and immediately said that he fully adopted them and began to make arrangements.

3. "Chinese Mujiu", I discovered the broad road to achieve papaya wine

Planning the layout of the large food industry for Chengyuan and Golden Cube does not belong to our service scope. However, many years of professional habits tell me that the growth of customers is our growth. Therefore, no matter how the initial service scope is defined, Oriental Shengsi must make every effort to keep improving. My team and I started the journey of writing the future of papaya wine on the established big food industry map of Chengyuan and us.

First of all, what should be the product category of papaya wine?

Zhuge Changqing: Whatever you do, you should have your own market positioning and market objectives.

Is it fruit wine, red wine, Baijiu, health wine, health wine, papaya wine, or what kind of wine? The consumption cognition of red wine is wine. Baijiu and papaya obviously do not meet each other. The concept of fruit wine is large and popular, and papaya wine is a small product that is difficult to grow. Therefore, I finally delimit the product category of papaya wine into the category of health wine and health wine.

In China, health wine is directly understood as sexual health care by more people. Ten years ago, health wine competed with Baijiu, beer and other categories, striving to pick up a small market share from the large categories of wine. At that time, the market capacity of health wine in China was only 500 million yuan. As long as the enterprises had common characteristics in the industry such as improving immunity, strengthening yang and tonifying kidney, they could differentiate from Baijiu. Now, the number of Chinese health wine brands has exceeded 1000, including nearly 100 brands with sales of more than 10 million yuan and more than 10 enterprises with sales of more than 100 million yuan. A variety of health care efficacy appeals have left consumers at a loss. If the product does not have a distinctive personality, it is difficult to gain a foothold in the fierce competition.

The concept of health preservation has a long history in China, but the large-scale production of health preservation wine enterprises are still rare, and the consumers are also mainly middle-aged and above. At the same time, the concept of health preservation has a high degree of compatibility with the functions of papaya itself, such as beauty and breast enhancement, dredging meridians, expelling wind and activating blood, strengthening, excitement, analgesia, calming the liver, harmonizing the spleen, removing dampness and relaxing tendons, treating dampness and arthralgia, etc. Therefore, I determined that the most suitable product category for papaya wine must be health wine!

Define the category, and then enter the creative stage of product name and selling point extraction. At this time, I encourage you to make full use of the unique horizontal thinking and creative method of Oriental Shengsi to pull the project team's thinking back to the association of horizontal products. At this time, I think of strong wine again! Think of Wang Laoji! Think of pulse! As a health wine, the strong wine is not directly named after "Gegen Wumei Jujube Wine". As a herbal tea, Wang Laoji is not directly named after "chrysanthemum, honeysuckle and licorice drink". As a sports drink, the pulse is not directly named after "vitamin drink"! In fact, there are Wumei wine, bayberry wine, honeysuckle drink, chrysanthemum drink and vitamin drink everywhere in the market, but none of these products has ever been successful!

Since the method of selling products based on content can not make consumers buy it, it must not be a desirable marketing method! If papaya wine goes through the same mistakes again, the failure must be inevitable!

After further study, we found that even if it has thousands of functions and formulas, it can only be summarized with a word of "strength". However, a good word of "strength" is enough. Now, the strong wine represents the health wine, and the brand has become the synonym of the category!

Zhuge Changqing: What is your brand when a first-class brand trades for a first-class market? Is it famous? Does the customer recognize you? This is a problem that enterprise managers must think deeply.

Who is the papaya wine of Golden Cube?

Many product names are eager to try, but have not blurted out! At this point, I further determined to define the future product name within two words, One of these two words must be the major attribute of the product, "wine", and the other word must be as wonderful as the "strength" of "strong wine"! That word is "nourish", "supplement", "god", "beauty", and "safety". One by one, the related decoration words were told by the project team colleagues, and one by one, I ruthlessly crossed out! That word is "mu"! I was very excited at the moment of blurting out! "Mu" "Harmony with papaya" wood "The health wine brewed with papaya as the main raw material has multiple effects, such as beauty and beauty, dispelling wind and dampness, dredging meridians, expelling wind and activating blood, and strengthening the body. No matter what kind of effect, it is enough to make peers admire! No matter what kind of effect, it is enough to make consumers who experience the effect make others admire! Beauty is admirable, health is admirable, so it can be deduced that the Huahua society, all living beings, are busy, all to achieve their desired success In the effort, the essence of success is still admirable! Yes, it is "wine"!

Another advantage of naming "Mujiu" is that it has completely jumped out of the pattern of efficacy appeal, entered the category of emotional appeal, and completely opened up its own market blue ocean! Because the efficacy is easy to be copied, but the emotion is easy to make a single brand occupy the high ground of a family's words! So far, we have determined the product name of "Chinese Mujiu". SOLGAN is almost natural. "Chinese Mujiu, because of love", is almost perfect! All the colleagues in the project team cheered, and the nerves that had been tense for many days were suddenly relieved for a short time

I often say that even the Qianlima needs Bole to discover, and good ideas still need discerning and enterprising entrepreneurs to identify! However, after a year of tossing and turning, Dongfang Shengsi was lucky to serve the Golden Cube! The management team led by Mr. Feng Chengyuan can be said to have an eye for the pearl. At the site of the strategic proposal on August 12, 2011, when we reported our creative ideas, Chairman Feng was the first to applaud for approval. He only said one sentence, "Thank you for the East and West, which we have been looking for, we have found!"

The resulting packaging design and bottle type selection, I let designers give full play to their imagination, not be limited by the existing products on the market, and fully highlight the meaning of "Mu" on the basis of reflecting the health care elements.

For FMCG, first of all, it is necessary to "eye to eye" with the target consumers, and to meet the aesthetic tastes, psychological needs and value orientation of consumers. We call this "impulsive attempt".

Zhuge Changqing: Good products should make customers envy and impulse. Does your product make customers feel impulsive?

With the first step of impulsive attempt, the subsequent "backtracking verification" may occur, that is, to find rational support for product benefit points and solve the question of "really good". This order is irreversible, and this rule is common in the consumption process of FMCG industry.

Mujiu packaging design must follow this rule. Undoubtedly, as my right arm, Wang Wei has been following me through five hurdles and six strokes for many years. His creativity is impeccable. Six days later, the brand new design and bottle shape were presented to the customer, which was unanimously approved by the Chengyuan team.

In the first stage, we have planned 125ml, 375ml, 500ml and 750ml products for Golden Cube, with different capacity locked in different channels. Since the product is defined as health wine, we have completely freed ourselves from the restriction of fruit wine category and determined the body wine precision as 28 degrees. The bottle type and bottle material are very important for the marketing of a bottle of wine. For this reason, I chose the high-brightness glass baking vase type for the wine, and personally went to the bottle factory to select the type and sample. The new wine bottle type has a certain western style in its simplicity. On August 25, the finished product development was completed.

4. Three steps for the growth of Chinese Mujiu

Based on the analysis of enterprise resources and the grasp of the market, we focus on the core competitive strategy of Golden Cube Mousse: drive the surrounding areas with the center, fight against the brand with the channel, adopt the strategy of raising high and beating low, promote the brand image, and support the sales at the low end! Concentrate resources, implement targeted sales, first channel, then brand, sales is the basis of supporting brand.

High-end promotion: establish and enhance the brand image of Chinese Mujiu in the eyes of core consumers through the promotion of some image stores and consumer-centered activities, and the corresponding public relations promotion of consumer opinion leaders.

Medium and low end sales volume: 125ml bottles of wine will be sold. According to the maturity of each target market, the promotion activities with hotel attendants as the core will shape and improve the brand image of Mujiu. Through the operation of the model market, breakthroughs in sales volume will be achieved.

Dongfang Shengsi has always been "stubborn" that for growth enterprises, there is no brand without sales volume

Zhuge Changqing: Without sales, there will be no brand and benefit. You must increase sales.

There is no star who became famous overnight, and there is no product that became famous in a day. What we see is the star who became famous in a short time. What you see is the moment when she became famous, but not the hardships she has come along. The same is true for enterprises to build successful products. It is impossible to become a household name in an instant. The accumulation of brands is a long process. The continuous penetration of products and the recognition of consumers are the cornerstone of building successful products.

Based on this, the breakthrough route set by Oriental Shengsi for Jincunmu is: adhere to the principle of "walking on two legs" in the initial market promotion, first put resources into the establishment of its own base market, and gradually assist in attracting investment and promotion in a wider range of markets. Among them, the construction of the basic market also creates a team for the operation of the later peripheral market to adapt to the competition in the current liquor market. The market construction is carried out first in Qijiang, then in Chongqing, then in Sichuan and Chongqing, and finally in the national territory. We call it the "growth trilogy of the wine".

Zhuge Changqing: A trilogy of market development, step by step.

The first step is to build a model market and establish a foundation. Select Qijiang as the model market to start first, and realize three types of market strategies: "small area, high occupancy", breakthrough in central cities, two-wheel drive surrounded by township markets, and "1+4" surrounded by inside and outside.

The urban market strategy is to take the urban area as the core base market, adopt the manufacturer's direct-controlled terminal strategy during the introduction period, adopt the strategy of high occupancy of small and medium-sized restaurants and large bottled products by category, effectively combine the strategy of "end to end" with "consumer to end", group purchase marketing, and the vigorous promotion and systematic public relations activities of opinion leaders, and bundle the joint marketing model of the core famous brands and hotels, and launch the market through three-plate interaction;

The strategy of township market is to select some sample township markets, adopt the mode of joint marketing or cooperative marketing during the introduction period, select distributors with resources, contacts, social background, financial strength and network to cooperate in depth, develop customer growth plans, reach strategic partners, seize local core terminals and distribution networks, and partners prefer customers with official business background; According to local conditions, other towns and townships should seek, select and determine cooperative customers of alliance nature to form a joint marketing cooperation relationship. The market is intensively cultivated and deeply coordinated, striving to become a local representative brand, and expanding to the outside when the time is ripe.

The second step is to radiate outward. The foreign markets around the core market are launched, mainly in Chongqing and some cities in Sichuan. Dispatch sales directors stationed in other cities to develop markets, start investment promotion, and guide and maintain dealer operation by sales directors; The success of the core market establishes the foundation for the entry of the surrounding foreign markets, and uses the successful experience of the core market for reference to complete the radiation of the surrounding markets, thereby expanding the sales scope of Mujiu and further enhancing the influence of Mujiu brands.

The third step is to expand the market and launch the remote foreign port market. It mainly focuses on other potential markets except Sichuan and Chongqing. The remote foreign market adopts the trade-type sales strategy, attracting investment in the way of one-step market support, which is operated by dealers themselves. The remote foreign port market mainly adopts the resource-based investment promotion method to achieve investment promotion and sales.

With the determination of various strategies, the new Golden Cube "Chinese Mujiu" officially set sail. During this period, we issued three sales policies in a row. By the end of October 2011, we had digested the original inventory of old products of Golden Cube Company as scheduled. At the same time, as time went by, in December 2011, in order to further consolidate the marketing team of Golden Cube, at the invitation of Chengyuan Group, I also recommended Mr. Yang, a senior professional manager, to join Golden Cube as the executive vice general manager, and lay a solid foundation for the company's annual layout in 2012.

1. China Mujiu made a high-profile appearance at the launch conference!

Zhuge Changqing: The product press conference is a good way to build momentum and build a brand.

From September 9 to 11, 2011, the 2011 Western China Sugar and Wine Fair hosted by Chongqing Municipal People's Government was held at Chongqing Nanping International Convention and Exhibition Center. Nearly 3000 enterprises and institutions of all kinds attended the meeting, many of which were intended dealers invited by Golden Cube. On the afternoon of the opening day of the Western Sugar and Wine Fair, the "Golden Cube Mouth Wine Listing Conference", which was planned by Oriental Shengsi, was held in the conference room on the fifth floor of the Chongqing Wanda Emmy Hotel. More than 600 people were invited to the conference, including the executive deputy secretary general of the Chongqing Municipal Government, the deputy chief of Chongqing Qijiang County, the professor of the Food College of Southwest University, representatives of the district and county governments, dealers of the district and county, Chongqing Daily and other relevant units. Due to our full preparation, thorough consideration of all details, and the warm atmosphere at the scene, representatives of the district and county governments and intended customers have a strong response to the creative planning of Mujiu, which is highly praised. I was invited to explain the creative background and marketing strategy of Chinese Moor's Wine Planning to the customers at the meeting, and then Mr. Li Ping, the sales director of Golden Cube, and Mr. Hong Xiaoyong, the director of marketing planning, organized the Golden Cube marketing team and the customers at the meeting to sign the bill, which achieved a good result of more than 80 signed cooperative customers on the first day of the new product launch, with a contract amount of nearly 6 million yuan. Three months after Mujiu was launched, Chongqing Golden Cube Wine Co., Ltd. was officially listed in Chongqing Stock Transfer Center (Chongqing OTC Center) on November 28, 2011 with excellent market feedback. The company is referred to as Golden Cube, code 800027, which laid the foundation for Golden Cube to further enter the capital market.

2. The golden phoenix has hanged the golden turtle son-in-law, and the poetic fairy Taibai is holding the golden cube!

After the official appearance of Golden Cube China Mousse in Chongqing in September through the Western Sugar and Wine Fair, the market received a warm response, especially in the local market of Chongqing, which was widely recognized by cooperative dealers and consumers, and became a dark horse in the 2011 beverage market in Sichuan and Chongqing. With the smooth promotion of Golden Cube, it attracted the attention of Shixian Taibai, an old brand Baijiu enterprise in Chongqing. In July 2012, Shixian Taibai and Golden Cube signed a joint venture. Golden Cube Moujiu borrowed a ship to go to the sea. With the rapid expansion of Shixian Taibai's sound sales network in the western region, it realized the third leap after the listing of new products.

Zhuge Changqing said that the scheme of sailing by boat is very good, and the grafting leap of marketing network will be realized in a short time. Only with the help of advantageous forces can we achieve a great leap.

The planning of Golden Cube Mousse has invested nearly three months of energy in me and some of my team. I am very pleased that the overall work is progressing smoothly. However, due to the long mold opening cycle and high mold opening cost of the bottle type we selected, as well as the large number of remaining old packages purchased by Golden Cube, the officially launched products are not filled according to the bottle type we suggested, but have made some choices in the original bottle type, The adverse effect of this is that the packaging of the products after marketing is different, which is not conducive to the building of the overall visual identity image and brand communication. It is still a great regret in my heart!

The success of Mujiu has not only brought a promising future to Golden Cube, but also brought profound inspiration to the marketing of new products in the FMCG industry. The Golden Cube has gone through a difficult journey from blind worship, complete imitation to taking its own path. From infatuation to abandonment, and then from innovation to perseverance, this process is closely related to the help of Dongfang Shengsi, but more closely related to the improvement of the marketing power of the Golden Cube itself. With its own unique characteristics, the present Mujiu has temporarily emerged in the vast liquor market. Perhaps the future road is still full of thorns, but at the moment, the Golden Cube has stood at the highest starting point.

Finally, I use the heartfelt feeling of Chairman Feng Chengyuan of Golden Cube after the launch of the new product, holding my hands tightly, as the end of this planning note, "All enterprises need marketing planning, but more importantly, they need to bring quantitative changes to the development of the enterprise with a pragmatic attitude! I did not make a mistake this time when choosing Oriental Shengsi“

amitabha. Blessed life is limitless. Confucius, the supreme teacher of Dacheng.

Don't do any evil, and do all good. Persistence and responsiveness.

Zhuge Changqing wishes all the people who are destined to respect their parents and do good deeds and accumulate virtue rich and auspicious!

营销策划案例：金立方养生品策划手记

好产品是策划出来的。营销策划，是企业发展的关键。

------ 诸葛长青

    企业发展，首在营销。

    营销之路，第一是策划。

     什么是策划？

    诸葛长青认为，策划就是“运筹帷幄之中、决胜千里之外”的谋略过程。

    好的企业，都是好的策划换来的。

    好企业、好产品、好策划、哈品牌、好营销，自然好业绩。

    研究营销策划案例过程中，看到东方盛思营销顾问机构总经理胡世明策划的一个营养酒案例，《中国慕酒，因爱而慕——金立方慕酒策划手记缘起》
感到思维敏锐，直指人心，值得分享。将《中国慕酒，因爱而慕——金立方慕酒策划手记缘起》分享给喜欢营销策划的有缘者。
　　一、结缘金立方木瓜酒业。

   诸葛长青：好的产品，才有好的市场，好产品是基础。

    金立方纯属偶然。东方盛思合伙人付祚礼的朋友中国果酒文化营销网总编李红君先生，同时也是金立方母公司重庆成远集团总经理赵加伟的朋友。赵总一直委托李总编帮助推荐专业咨询公司为其集团旗下木瓜酒项目献计献策。李总编本着高度负责的态度，于2010年4月份向赵总推荐了东方盛思。

　　联系到老付后，赵总反复邀请我们到重庆考察洽谈，但由于时间安排不过来，直到2010年8月份，我和老付才赶到了位于重庆綦江的成远集团总部考察。成远集团自1994年发展煤业开始，经过16年的打拼，由过去单一的煤炭产业发展为集煤业、运输、地产、建材、酒业等为一体的综合型企业集团，现注册资本8000万元，拥有资产11.86亿元，员工1231人，有各类中高级专业技术人员200余人。集团下设綦江县成远煤业有限公司、重庆远典房地产开发有限公司、重庆金立方酒业股份有限公司等6家子公司， 2010年总体实现经营收入8亿元。

　　赵加伟总经理介绍，木瓜分药用和食用两种，国内的四川、重庆、广西、陕西、安徽等省份均出产木瓜，但大部分为食用木瓜，而重庆綦江生产的皱皮木瓜为药用木瓜。与食用木瓜不同，药用木瓜俗称百益果，内含大量抗氧化活性物SOD，具有防衰老、去风湿、防心血管老化、消炎止痛等多重功效，有极高的药用和食用价值。重庆当地民间很多人直接把木瓜泡酒，用来防病抗衰、消除疲劳，也可治疗骨髓损伤等顽症。也有不少中小型企业将木瓜制成化妆品、食品、保健品等销售。由于綦江独特的地理环境和历史渊源，天然木瓜多年来成林成片，加上近年来政府的倡导，又有更多果农投入木瓜种植，但一直没有大型企业介入做规模性的产品深加工，更谈不上树立品牌和做强做大。为此綦江区政府多年来大伤脑经。后经反复考察，政府将这个光荣而艰巨的使命交给了稳健发展的重庆成远投资集团。成远集团董事长冯成远先生多年来在当地投资实业，作风正派，低调务实，在他的带领下，成远集团由白手起家发展为当地排名前三的利税大户。

　　在綦江区政府的支持下，成远集团于2008年正式介入木瓜酒产业的经营。在重庆綦江食品工业园全资注册重庆金立方酒业有限公司，公司注册资金4630万元，计划总投资1.2亿元，分三期建设10000吨木瓜系列高档果酒生产基地。已投资6000万元，建成1000吨木瓜果酒首期工程。同时金立方与当地果农以“公司+农户”方式确立了木瓜种植收购包产报销协议，并与西南大学、重庆理工大学、四川发酵研究院等科研机构建立了长期合作关系，生产规模与产品品质居国内同类产品前列。

　　然而，有了木瓜基地，有了厂房，有了木瓜果酒，本以为经过一段时间孕育到了收获季节，才发现事情远不如想象的简单。由于缺乏专业团队，没有销售网络，产品没有清晰卖点，销售人员根本就不知道产品该卖给谁，怎么卖，在销售的过程中，往往只片面强调药用木瓜的功效及企业设备的先进性，而这些基本都提不起合作伙伴的兴趣。经销商在不明白公司营销策略的情况下不愿合作，消费者在搞不懂产品特性的情况下，也不愿意支付高于传统木瓜泡酒几倍的价格去接受产品。所有原来看似没问题的地方都出了问题，新兴的金立方酒业这才发现公司对酒水行业、对全国市场的差异还有着太多的陌生，成远集团的决策层也充分意识到了问题的严重性，这也是赵总急于约见东方盛思的根本原因。

　　2010年8月7日下午，赵加伟总经理邀请了集团冯成远董事长和酒水公司管理班子共11人，在成远集团总部会议室聆听东方盛思对行业现状、操作模式及金立方产品的分析建议。经过我滔滔不绝近3个小时的讲解后，企业方面又就他们的疑问进行提问，我和老付分别给与了分析和回答。最后，赵总当场提出请东方盛思为金立方项目提供全案营销策划支持。

　　二、缘续金立方木瓜酒业

   诸葛长青：开拓市场，就像打江山，好的军师智囊团，好的策划十分重要啊。运筹帷幄之中，决胜千里之外，你的军师顾问在哪里？

　　2011年3月中下旬的成都，客商云集，热闹非凡，第84届全国糖酒会在这里如火如荼的进行。正在中国果汁业龙头企业汇源集团展位现场的我，突然接到了赵加伟总经理的电话，说他们也在参加糖酒会，问我是否方便去他们的展位坐坐。金立方设在成都国际会展中心主场的展台异常抢眼，半年不见，产品线变得更加丰富，总计五大系列，共50多个单品呈现在眼前。我与等候多时的赵总时隔半年再次见面简单寒暄后，才得知他们这次设展纯粹是费力不讨好，整场展会下来签约客户数为0。

    赵总希望东方盛思能实实在在的帮帮金立方。但碍于我当时手上的事情实在太多，同时答应了中国果汁业老大的汇源集团，为汇源新近收购的旭日升冰茶品牌复出项目亲自坐镇把关，因此只能和赵总约定待我将手头的几个项目推进一段时间后，尽量于年中旬再接手金立方事宜。

　　三、缘圆金立方木瓜酒业

    诸葛长青：策划营销，不仅要有方案，更重要的是要把策划落实到实际之中。东方盛思营销力策划体系五个阶段非常好，圆满结局，皆大欢喜。

　　东方盛思营销力策划体系依作业流程，主要分五大阶段：

   第一阶段是内访外调工程阶段，主要通过对企业内部资源现状及外部市场竞争局面的全面了解，为企业项目的战略制定提供依据；

   第二阶段为项目战略制定工程阶段，此阶段主要根据第一阶段的调研数据，结合东方盛思后台行业数据库，由项目咨询专家组形成企业项目的战略方向，包括阶段性战略目标、目标实现路径、品牌定位、产品定位、产品线规划、产品开发、商业模式等多个方面；

    第三阶段为营销落地策略策划设计阶段，主要基于第二阶段的战略规划和定位，形成项目产品市场布局设计、渠道结构设计、终端开发设计、销售政策设计、销售组织设计、团队建设策略、管控流程设计、品牌传播设计、消费者沟通设计等方面；

    第四阶段为“扶上马”营销落地招商工程阶段，主要包括产品上市发布论坛、首轮招商工作开展，目标样板市场经销商网络搭建、终端网络建立、消费者沟通样板工程建设等方面；

   第五阶段是“送全程”营销策略落地持续辅导阶段，主要包括营销月会组织召开、阶段性问题发现及解决方案出台、阶段性团队培训等方面。每一阶段工作的开展都以翔实的市场调研数据为支撑，实现战略设计量化、品牌定位量化、产品设计量化、渠道拓展量化、咨询实效量化。也正因如此，东方盛思的营销力策划体系，才被业界冠以“让中国企业营销进入量化时代“之美誉。

   诸葛长青，好的策划顾问要帮助客户落实好策划要点，这也是十分关键的。

　　2011年7月16日，我带领东方盛思金立方项目团队一行5人正式入驻重庆成远集团金立方酒业股份有限公司。为确保项目进度和项目质量，我决定由我亲自担任项目总监，由东方盛思合伙人兼资深营销总监付祚礼担任项目经理、策划总监宋祖伟、美术指导汪伟、资深文案李雪分别担任项目组的其他分工，加上后台其他文案、设计、数据分析员及合作调研公司，这次为金立方搭建的项目组可谓阵容豪华。在简单的签约和项目启动仪式后，东方盛思金立方营销力策划项目组开始了在木瓜酒小品类上的咨询策划征程。

　　四、第一轮市调后木瓜酒市场的现状。

   诸葛长青：没有调查就没有发言权。调查研究十分重要，我们要认真做好市场营销调查。

　　两天的内部访谈顺利结束后，项目组成员分为三个小组，开始了为期1周的外部市场调研。为确保数据的参考价值，我们将外部调研分为经销商访谈、终端访谈、消费者访谈三部分。经销商访谈和终端访谈由三个调研小组负责，消费者访谈由东方盛思后台数据经理组织合作调研公司开展。我自己为一组负责西部和华南目标城市的调研，老付带领一个小组负责华北和东北目标城市调研，策划总监宋祖伟的小组负责华东和华中目标城市调研。为在信息对称的情况下提高沟通效率，我们建议金立方内部项目组的成员也能参与调研。最后，确定和我一同参与调研的是金立方市场部的产品经理叶兆强。

　　我和小叶的调研行程安排有重庆、汉中、昆明、广州、东莞五座城市。目标选择、问卷设计、方法设计、数据分析是成功调研的四大关键要素。通过对全国盛产木瓜区域板块的分析，我们了解到重庆綦江的酒民郎酒业有限公司、陕西汉中白河县的逸酒酒业有限公司和云南临沧的茅粮集团是木瓜酒行业的排头兵，因此我的行程安排包括了对上述企业本土市场及重点市场广东的覆盖。第一站调研地是重庆地区，酒民郎木瓜酒是綦江区扶持的另一家本土企业，酒民郎产品线设计宽泛，以白酒为主销产品，果酒涵盖从高端到低端的近20个品种，但除了綦江的专卖店及部分烟酒店、餐饮店外，其他市场鲜有销售。第二站我到了汉中，白水的逸牌木瓜酒以低端产品为主，500ml瓶装分为12元/瓶、30元/瓶、40元/瓶三个档次，销售通路以超市、烟酒店、中小餐饮店为主，在本土市场广告资源投放较多，尤其白水县的公交站牌、公交车体随处可见逸牌木瓜酒的宣传。白水的产品铺货率远高于汉中。通过电话了解，陕西地区汉中外的其他城市产品销售很少。第三站是昆明，7月下旬的昆明气候宜人，平均气温在20℃左右，我和小叶从西安赶晚班飞机到达昆明。踏出舱门，一股新鲜空气铺面而来，浑身疲倦顿时消失，坐上好友云南励志投资有限公司负责人祖先生的车子到达酒店后，已接近凌晨1点。昆明调研收获甚小，坐镇云南的茅粮集团以白酒为主业，木瓜酒有按保健酒分类的“和谐木瓜果露酒“，有按果酒分类的”司岗里木瓜发酵酒“，但除家乐福等几家大卖场外，其他渠道很少有展示。第四站是广州，市面基本没见着木瓜酒类产品。第五站东莞，按照我们提前掌握的信息，东莞应该是几大木瓜酒品牌重点覆盖市场，东莞面积大而分散，我和小叶起了个大早，从东莞东站，经横沥镇，茶山镇，最后到东莞主城区，徒步走访了沃尔玛、家乐福、SPAR、百佳、嘉荣等多家代表性超市，走访了两个批发市场，三条美食街，只在三家批发部内看到有销售一种地产的”龙虎牌木瓜酒“，其他绝大部分酒店、批发店主、超市营业人员对木瓜酒没有概念，更无消费经历。

　　结合其他几路人马的调研情况，整体市调结论如下：

　　（一）内部访谈结论汇总：

　　① 重庆成远集团连续10年荣获重庆市綦江县经济十佳企业，公司形成煤业、地产、酒业三大产业板块，公司实力雄厚，资金保障充裕，具备进一步做大做强酒水产业的潜力。重庆金立方酒业有限公司为成远集团全资子公司，项目计划总投资1.2亿，建成年产10000吨木瓜果酒项目，带动20000农户发家致富。现已投入6000万，一期工程产能达1000吨，具备了产业起航条件。

　　② 重庆金立方采用高起点切入市场，聘请国家级和省级优秀调酒师调制酒体，与西南地区最好的科研机构合作设计生产工艺，上马国内最好的设备，利用超滤技术，所产木瓜果酒品质居全国最好水平。产品于2010年11月正式上市，困于营销资源匮乏，产品销售不畅，目前主要以产地团购为主。企业市场策划部门正在形成，销售团队正在组建，基本没有合格的经销商共同操作市场。　

　　③ 药用木瓜为百益之果，有极高的药用和食用价值，药用木瓜3年开始挂果，8年开始挂圣果，上游原料基地是进入木瓜产业的稀缺资源。木瓜果实内含19种氨基酸、18种矿物质和微量元素，其中VC含量是是猕猴桃的2倍，是苹果的6倍；齐墩果酸和超氧化物岐化酶（SOD）含量丰富，1克鲜木瓜SOD含量高达3227个国际单位，比苹果高20倍，比葡萄干高300倍，居全球水果之冠。SOD具有清除体内过剩氧自由基，防抗病衰；消除疲劳；治疗骨髓损伤，消炎止痛等独特功效。木瓜被广泛应用于化妆品、食品、酒类、药品等领域，由于木瓜有益成分不溶于水而溶于酒精，因此木瓜做酒可极大保留原料有益成分。用金立方技术设备所酿木瓜酒SOD含量是国内最好红酒的200倍，中国所产最好白酒不含SOD。

　　④ 企业对新项目的资源配置计划是项目策划要掌握的关键信息之一。綦江县委县政府计划在10年内投入1亿人民币，打造10000亩药食两用木瓜生产基地，2011年底将实现“中国木瓜之乡”冠名。重庆成远集团是经营了10多年的企业，其内部对项目投资有相对成熟的评估流程，集团对金立方项目立意高远，但在市场开发上计划采用逐步推进的保守型拓展策略，这为我们对整个项目的战略规划及战略实现路径制定提供了参考。

   道和终端调研结论汇总：

　　① 我国酿造果酒的历史已近2000年，但果酒一直是边缘产品，未形成大风气，而果酒真正进入生产销售，可追溯到上世纪90年代初，一些诸如枸杞酒、枇杷酒、枣酒、荔枝酒、青梅酒、苹果酒等不同风味的果酒相继出现，果酒品种约有数十种，但发展缓慢。直到今天，能够被消费者接受、有很大影响力的果酒仍是凤毛麟角，酒类市场依然是白酒、葡萄酒和啤酒的三分天下。

　　② 2001年阳光纯果酒、2004～2005年的青梅酒都曾风靡一时，但最终都“退隐”江湖。作为国内几大果酒品牌之首的宁夏红和杞浓酒在刚刚入市时，厂家广告力度强悍，市场接受度不错，但随着新鲜热潮的渐渐平淡，广告投入减少、市场推广投入不足，以及消费者对果酒的口感及文化的接受度浅等原因，目前销量均趋于下滑。　

　　③ 木瓜酒作为果酒的一支，更是鲜于市场，很多酒水业经销商都不熟悉。目前国内参与木瓜酒生产的企业有上百家，但上规模的屈指可数。木瓜酒的市场表现呈碎片化状态，行业未形成产业规模。据不完全统计，目前从事该类产品的企业，年生产并销售木瓜酒过千万的异常罕见，年营业额近亿元的云南茅粮集团，主打产品是白酒，而非木瓜酒，司岗里木瓜酒在昆明市场的铺货率接近于零。

　　④ 目前木瓜酒在市场上以果酒和保健酒两种产品类别存在，而果酒和保健酒均为小众产品，木瓜酒作为其中的一个分支，所占份额更少。比较典型的企业有重庆綦江酒民郎木瓜酒、云南茅粮集团司岗里木瓜酒、陕西白河县逸牌木瓜酒、安徽宣城奇瓜王宣木瓜酒等。这些企业均形成了相对丰富、目标人群针对性较强的产品结构，但各企业的产品开发均参照红酒或白酒展开。司岗里与蒋瓜瓜定位相对高端，逸牌和奇瓜王以低价产品为主。

　　⑤ 各产销木瓜酒的企业，其主销市场一般都集中到酒厂所在地的县级市场，并陆续辐射到县所属地级市场。利基市场横跨范围一般不超过3个地级市。家门口市场的销售主要来自于两种力量，一为政府部门主导支持的公关团购消费，二为由栽培历史对当地消费者形成的木瓜功效认知，如綦江地区消费者基本认为木瓜酒能去风湿而产生部分消费。几大代表性品牌在各自根据地市场基本都以直营方式切入市场，产品销售以局部市场的团购封闭渠道为主，大众开放渠道涉及少。不少企业市场推广力度大，但收效小。

　　■消费者访谈结论汇总：

　　① 消费者访谈共收集有效调研问卷400份，其中男性128份，占调研总数的32%，女性272份，占调研总数的68%，被调研人员的年龄集中在20-55岁，其中20-30人群占62%，30-55岁人群占38%。被调研对象主要来自写字楼及党政机关，被调研人群月收入标准在2000-4000元的占62%，4000-8000占21%，8000以上占9% ，1200-2000占8%。　

　　② 被调研人群果酒或红酒饮用频率及单次饮用量的分析：很少喝红酒或果酒的人群占25%以上，节假日才喝酒的占32%以上，每月2-3次以上的占将近30%。表明普遍来看红酒和果酒类饮用频率偏低。调研对象单次饮酒量基本集中在一两到三两和三两到五两两个档次，其中一两到二两占42%以上，三两到五两占到31%以上，在一两以内占近19%。表明目标群体单次饮用量相对偏少。

　　③ 被调研人群饮用红酒或果酒的主要原因：被调研人群主要饮酒原因多数为包括节、假日在内的各种聚会，因聚会饮酒的因素达到55%以上，其次为工作应酬占21%，另外调查表明多数人会因喜事而饮酒，而借酒浇愁的占1%。表明红酒或果酒的主销渠道为餐饮渠道、夜场渠道和商超渠道。

　　④ 被调研人群购买红酒或果酒时考虑的关键因素：自饮时口感、品牌和价格原因依次位居前三，他人推荐因素位居第四，流行因素不到1%。招待他人时品牌、口感和价格位居前三，与自用相比，招待他人时消费者对品牌的关注度高于口感，另外招待他人，包装原因也较受关注，位居第四，占比约9%。表明口感是影响红酒或果酒消费的关键因素，同时好口碑对酒水营销异常重要，酒水营销流行因素偏低。

　　⑤ 被调研人群获得红酒或果酒信息的主要渠道：朋友推荐、电视和饭店是消费者获取信息的主要渠道，依次排名前三，车体和报纸对消费者的影响力度较小，另外其它媒体，如框架和车载目前较受关注。表明核心消费者公关，适量的电视媒体投放，终端酒店促销员的推荐是需要重点考虑的营销手段。

　　⑥ 被调研人群经常饮用的红酒或果酒的度数：调研对象饮用红酒或果酒选择的酒精度数基本在18度以下，其中12-18度占50%，12度以下占30%，另外20%为18-28度，无一例选择28度以上。表明高度产品的属性已非果酒类别。

　　⑦ 被调研人群购买红酒或果酒的价位选择：调研对象购买红酒或果酒自己饮用选择的价位依次是：131-200元，41-80元，201元以上，前三名百分比间的差距较小，第一和第二隔三个百分点，第二和第三仅隔两个百分点。招待他人时选择的价位依次是：201元以上，131-200元，41-80元，前两位和自用的排名互换了一个次序，表明多数消费者招待他人会选择比自用较高一个档次的产品。由此也表明大众红酒或果酒产品的三个主流价格带。

　　⑧ 被调研人群选择果酒或红酒品牌的产地影响：被调研人群选择果酒品牌，57%以上的人群首选全国品牌，其次有24%的人群会因广告、包装、价格等因素随意选择品牌，另外选择本省品牌的约占10%，位居第三，数据表明主观上不会有人选择外省品牌。由此可见中小成长型企业先从区域做起会较顺利的切入市场。

　　⑨ 被调研人群选择红酒或果酒的目的分析：被调研人群选择红酒或果酒的主要目的是美容保健，其次是口感，占到近20%，另外有品位也是消费者选择红酒或果酒的主要原因。这里我们基本可以看到国人选择果酒或红酒类产品的主要出发点。

　　⑩ 被调研人群对SOD认可度与接受度的分析：被调研对象中仅15.5%的人听说过SOD，且有些人只是听过“大宝SOD蜜”产品，但并不了解SOD的属性，在知道SOD的15.5%人群中，仅9%的人有购买含SOD果酒的意向。　

　　为期10天的调研结束了，然而调研结果所反映的木瓜酒市场现状，让我彻底傻眼了！木瓜酒属于果酒或保健酒的范畴，但是在国内除葡萄酒外的其他果酒整体处于不伦不类的尴尬境地，整体市场容量不超过20亿，木瓜酒的受众更小，国内做的最好的木瓜酒企业，其年度营业额也超不过1000万，可谓抬头就顶住了天花板！保健酒的市场容量已近200亿且仍在逐年增长，但劲酒以近40亿元的年营业额一家独大，占据保健酒行业份额的20%强，其规模是第二名椰岛鹿龟酒的8倍，其他大小品牌近1000个，各式各样的保健诉求除了令消费者越来越迷惑外，很难在市场上有更多的作为。我开始想，小品类果酒的未来在哪里？木瓜酒的出路在哪里？

　　2.我们找到了金立方的产业方向

　　重新审视木瓜酒的出路，让我逐渐陷入对金立方乃至成远集团整体产业布局的思考中。从广义来说，任何一个新兴产业都会成长，但成长周期是关键问题。在现阶段的中国，大多数民营企业都很难花5年以上时间去培育一个产业。行业蛋糕小的前提下，所有参与切分蛋糕的企业都会受限，即使做到第一品牌也难以立足。

　　成远经过15年发展，经过不断评估和定义主营产业，逐渐形成煤业、地产、酒业三大业务板块。酒业处于起步阶段，煤业为资源主导型行业，前景受到可持续发展的挑战，地产业在银根紧缩的大背景下，受宏观经济影响的波动很大。未来产业成型后，只有食品板块将更有潜力形成最稳固、且能持续增长的业务。成远进军食品业，是保障集团未来持续增长的前瞻性举措。但作为果酒分支的木瓜酒，在品类未成型时，竞争对手将被放大到整个酒水产业、最起码也会是红酒产业，这将进一步抑制行业的成长。

　　仔细分析后，我们认为作为小品类来说，木瓜产业将优于木瓜酒产业的成长，若金立方能做到木瓜产业第一品牌，就很容易顺理成章成为木瓜酒产业的排头兵。诸葛长青：选准突破点十分重要。而站到消费者的角度，消费者对木瓜的认知远高于对木瓜酒的认知，做木瓜产业的第一名比做木瓜酒产业的第一名更有意义。更关键的是，木瓜产业的容量要远大于木瓜酒产业容量，按照现在的行业规模，做到木瓜产业第一名的企业可实现规模化发展，而做到木瓜酒产业第一名的企业不一定能养活自己。因此，我建议成远集团重新定义和规划食品产业结构，以实现大食品业的发展，真正为集团找到新得增长点。

　　在做全木瓜业的规划框架下，可将第一步重点突破的品类放在酒水上。

   有了将金立方运作到木瓜产业第一名的雄心，接下来成远集团的食品产业帝国蓝图将海阔天空。

   首先是放眼全国的产业链布局，未来的大食品业是将靠产业链致胜，尤其像木瓜等上游资源受限的行业，原料基地是企业致胜的关键资源之一；

   其次是产品线规划和生产布局，木瓜深加工的产品形态有酒水、休闲食品、保健品、非处方药品、木瓜汤等多种，只有上游基地与厂房的布局保持相对的同步，才能更好的服务于未来的市场。

   最后是资源整合，对地域特色产业每个地方政府都在大力支持，但小步快跑均收效甚微，成远集团若能抓住时机与各地政府充分合作，多样化整合多种政策内资源，必将提速企业发展步伐，在下新一轮财富的再分配中占尽先机。而做全木瓜业，专卖店形式的渠道模式也将更容易实现产品与消费者的对接。

   诸葛长青，新时代，专卖店成为直接渗透市场的前线主要阵地。

  这部分规划由于涉及到不少敏感话题，这里将不在再详述。可喜的是，成远集团的冯董事长是一位颇具魄力的前瞻型企业家，当我们将上述建议提出后，冯董表现得异常兴奋，当即表态完全采纳，并陆续着手布局。

　　3.“中国慕酒“，我发掘了成就木瓜酒的康庄大道

　　为成远和金立方规划大食品产业布局，本不属于我们的服务范畴。但多年的职业习惯告诉我，客户的成长就是我们的成长，因此无论最初的服务范畴如何界定，东方盛思必须做到知无不言，言无不尽，不遗余力，精益求精。在我们和成远既定的大食品产业版图上，我和我的团队开始了书写木瓜酒未来之旅的征程。

　　我首先考虑的是，木瓜酒的产品类别到底应该是什么？

    诸葛长青：不论你做什么，都要有自己的市场定位，市场目标。

  是果酒、是红酒、是白酒、是养生酒、是保健酒、是木瓜酒、还是什么酒？红酒的消费认知就是葡萄酒，白酒与木瓜显然不搭界，果酒的概念大而范，木瓜酒又是个难以成长的小品类，由此我最终将木瓜酒的产品类别圈定到养生酒和保健酒的范畴。

  在中国，保健酒被更多的人直接理解为性保健，在十年前保健酒与白酒、啤酒等品类竞争，努力从酒的大品类里拾取一点小的市场份额。那时中国保健酒的市场容量仅有5亿元，企业只要打出提高免疫力、壮阳补肾等行业共性，就可以与白酒进行差异化。而如今中国保健酒的品牌数量已经超过千个，其中销售额在1000万元以上的品牌就有近百个，亿元以上的企业有十余个之多。各种各样的保健功效诉求已令消费者目不暇接，无所适从，如果产品没有鲜明的个性，很难在残酷竞争中立足。

  养生概念在中国由来已久，但规模化生产的养生酒企业还鲜见，消费人群也以中年以上人群为主。同时，养生概念与木瓜本身的美容丰胸，疏通经络、驱风活血，强壮、兴奋、镇痛、平肝、和脾、化湿舒筋，治湿痹、风湿性关节痛等功效契合度较高。由此，我确定，最切合木瓜酒的产品类别一定是养生酒！

   界定了类别，接下来进入产品名称和卖点提炼创意阶段。这时，我鼓励大家充分运用东方盛思特有的水平思维创意法，将项目团队的思想拉回到了横向类别产品的联想中。此时，我又想到了劲酒！想到了王老吉！想到了脉动！作为保健酒的劲酒没有直接以“葛根乌梅大枣酒”命名，作为凉茶的王老吉没有直接以“菊花金银花甘草饮料“命名，作为运动饮料的脉动也未直接以”维生素饮料“命名！其实，在市场上随处可见乌梅酒、杨梅酒、金银花饮料、菊花饮料、维生素饮料，但这类产品没有一个获得过成功！

   既然就内容物卖产品的方法无法让消费者买账，那就一定不是可取的营销方法！木瓜酒若重蹈覆辙，那失败一定是必然的！

   进一步研究劲酒我们发现，其纵有万千功能和配方也都只以一个“劲”字概括，然而好一个“劲“字了得，现在劲酒就代表了保健酒，品牌成了品类的代名词！

   诸葛长青：一流品牌换来一流市场，你的品牌是什么？是否有知名度呢？客户是否认可你呢？这是企业经营者必须深入思考的问题。

  那金立方的木瓜酒是谁呢？

   许多产品名在嘴巴里跃跃欲试，但一直未脱口而出！此时，我进一步确定将未来的产品名称就界定在两个字以内，这两个字中的其中一个一定是产品的大类属性”酒“，另一个字必须要达到如”劲酒“之”劲“般的异曲同工之妙！那个字是”养“、是”补“、是”神“，是”美“，是”安“，一个个关联修饰字被项目组同事讲出，一个个又被我无情的划掉！那个字就是”慕“！脱口而出一瞬间，我激动异常！”慕“谐音同木瓜之”木“，以木瓜为主原料酿造的养生酒，有美容养颜、祛风湿、疏通经络、驱风活血、强生健体等多重功效，无论是哪种功效，都足以令同行羡慕！不论哪类功效，都足以使体会到功效的消费者令别人仰慕！美丽令人仰慕，健康令人仰慕，由此演绎，花花社会，芸芸众生，忙忙碌碌，都为达到心目中的成功在努力，而成功的本质仍是令人仰慕！没错，就是“慕酒”！

   以“慕酒”命名的另一优点是完全跳出了功效诉求的窠臼，进入情感诉求的范畴，完全开辟了自己的市场蓝海！因为功效很容易被复制，而情感却很容易使单个品牌占据一家之言的高地！至此，我们确定了”中国慕酒“的产品命名，SOLGAN几乎是水到渠成，“中国慕酒，因爱而慕”，几乎是一气呵成，无可挑剔！项目组全体同事欢呼雀跃，多日连续紧张的神经一下子都得到了短暂的放松…

　　我常说，即使是千里马也需要伯乐去发现，好的创意，仍需要有眼力、有魄力的企业家去甄别！然而，辗转一年后服务了金立方，此时的东方盛思是幸运的！以冯成远先生为首的管理团队，可谓慧眼识珠，在2011年8月12日的策略提案现场，当我们将创意思路汇报后，冯董事长第一个鼓掌通过，他只说了一句话，“谢谢东方盛思，一直冥冥中寻找的东西，我们找到了！”

　　结下来的包装设计和瓶型选择，我让设计师充分发挥想象空间，不要被市面现有产品所局限，在体现养生元素基础上，充分突出“慕“之释义。

   对于快消品来说，首先要与目标消费者 “对眼”，要符合消费人群的审美情趣、心理需求和价值取向，我们将这称之为“冲动型尝试”。

   诸葛长青：好产品，要让客户产生羡慕和冲动。你的产品，让客户有冲动的感觉吗？

   有了冲动型尝试作第一步，才有可能发生后来的“回溯型验证”，也就是寻找产品利益点的理性支持，解决“真的好吗”这个疑问。这个次序是不可逆的，这个规律普遍存在于快消行业的消费过程中。

   慕酒包装设计一定要遵循这个规律。无疑，作为我左膀右臂的汪伟，多年来一直随我过五关斩六将，他的创意是无可挑剔的，6天后，全新的设计和瓶型摆到了客户面前，获得了成远团队的一致通过。

   第一阶段，我们共为金立方规划了125ml、375ml、500ml、750ml四款产品，不同的容量锁定不同渠道。既然将产品界定为养生酒，我们就完全摆脱了果酒品类的束缚，将酒体酒精度统一确定为28度。瓶型和酒瓶材质对一支酒水的营销非常重要，为此，我为慕酒选择了高亮度玻璃质烤花瓶型，并亲自到瓶厂选型、定样，新的慕酒瓶型古朴中透着一定的西洋风格，8月25日，成品开发完成。

    4.中国慕酒的成长三步曲

　　基于对企业资源的分析和市场的把握，我们将金立方慕酒的核心竞争战略聚焦为：以中心带动周边，以渠道对抗品牌，采取举高打低的战略，品牌形象要宣传，销量支撑靠低端！集中资源，实施定向销售，先渠道，后品牌，销售额是支撑品牌的基础。

　　高端拉升：通过部分形象店的拉动和以消费者为核心的活动，并配备相应的消费者意见领袖公关拉动，建立并提升中国慕酒在核心消费者心目中的品牌形象。

　　中低端走量：以125ml装小瓶酒走量，根据各目标市场的成熟度，分别辅以酒店服务员为核心的促销活动，塑造提升慕酒的品牌形象，并通过样板市场的运作，获取量的突破。

　　东方盛思一直“固执”的认为，对于成长型企业来说，没销量就谈不上品牌

   诸葛长青：没有销量就没有品牌和效益。你必须把销量拉起来。

   没有一夜成名的明星，也没有一日成名的产品，我们所见到短时间走红的明星，你看到的只是她成名的那一刻，却没看到她一路走来的艰辛。企业打造成功的产品也是一样，不可能一瞬间就做到家喻户晓，品牌的积累是漫长的过程，产品的不断渗透与消费者的认可才是塑造成功产品的基石。

   基于此东方盛思为金立方慕酒设定的突围路线是：初期市场推广坚持两条腿走路原则，首先投放资源建立自身根据地市场，同时逐步辅以对更大范围的市场进行招商及推广。其中根基市场的建设也为后期外围市场运作打造一支适应现阶段酒水市场竞争的团队，市场建设以先綦江，再重庆，后川渝，最后全国的版图推进，我们称之为“慕酒的成长三部曲”。

    诸葛长青：开拓市场三部曲，循序渐进。

　　第一步，打造样板市场，树立根基。选择綦江为样板市场先行启动，在渠道的规划上实现“小区域，高占有”，中心城市突破，乡镇市场包围的双轮驱动、里外合围的“1+4”三类市场策略。

   市区市场策略为，以城区为核心基地市场，在导入期采取厂家直控终端策略，分品类采用中小型餐饮店高占有率进店及大瓶装产品“终端盘中盘“策略，有效结合”消费者盘中盘“、团购营销、意见领袖人群的大力推广与系统性公关活动，并捆绑核心名烟名酒店的联销模式，三盘互动来启动市场；

   乡镇市场策略为，选择部分乡镇样板市场，在导入期采取联销或协销模式，选择有资源、有人脉、有社会背景、有资金实力、有网络的分销商深度合作，制定客户成长计划，达成战略合作伙伴，抓住当地的核心终端和分销网络，合作伙伴首选官商背景客户；其他乡镇根据当地情况因地制宜，寻找、选择、确定联盟性质合作客户，形成联销式合作关系。市场精耕细作，深度协销，努力成为当地代表品牌，待时机成熟，向外部拓展。

　　第二步，向外辐射，核心市场周边的外埠市场启动，主要以大重庆和四川部分城市为主。派驻外埠销售主任开发市场，启动招商，并由销售主任指导、维护经销商操作；核心市场的成功为周边外埠市场的进驻建立基础，并借鉴核心市场的成功经验，完成对于周边市场的辐射，由此扩大慕酒的销售范围，进一步提升慕酒品牌的影响力。

　　第三步，扩展市场，远程外埠市场启动。主要锁定川渝以外的其他潜力市场。远程外埠市场采取贸易型销售策略，以一步性给予市场支持的方式招商，由经销商自行操作。远程外埠市场主要采取资源型招商方式，实现招商销售。

　　随着各项策略的确定，全新的金立方“中国慕酒”正式起航。期间，我们连续出了三个销售政策，至2011年10月底，将金立方公司原有老产品库存按计划如期消化完毕。同时随着时间的推移，于2011年12月份，为进一步夯实金立方营销队伍，应成远集团邀请，我又为金立方推荐了资深职业经理人杨先生加盟金立方公司掌舵，担任常务副总经理，为公司2012年的年度布局打下坚持基础。

　　1.中国慕酒借上市发布会高调亮相！

    诸葛长青：产品新闻发布会是一个好方法，借势造势，打响品牌。

　　2011年9月9日至11日，由重庆市人民政府主办的2011中国•西部糖酒商品博览会在重庆南坪国际会议展览中心举办。现场到会各类企事业近3000家，其中有不少是受金立方公司邀请到会的意向经销商。于西部糖酒会开幕的当天下午，由东方盛思全程策划的“金立方慕酒上市发布会”在重庆万达艾美酒店五楼会议室隆重举行，现场受邀到会的有重庆市政府常务副秘书长、重庆綦江县副现长、西南大学食品学院教授、各区县政府代表、各区县经销商、重庆日报等各相关单位600余人。由于我们准备充分，对各项细节考虑周全，现场气氛热烈，各区县政府代表和意向客户对慕酒的创意策划反响强烈，好评如潮。我受邀现场向与会客户详解了中国慕酒策划创意背景及慕酒营销策略，其后由金立方销售总监李平先生和市场策划总监洪晓勇先生组织金立方营销团队和到会客户现场签单，一举实现了新品上市首日签约合作客户80余家，合同金额近600万元的好成绩。慕酒面市的三个月后，重庆金立方酒业股份有限公司凭借极佳的市场反馈于2011年 11 月 28 日在重庆股份转让中心（重庆OTC中心）正式挂牌，公司简称金立方，代码800027，为金立方进一步走进资本市场奠定了基础。

　　2.金凤凰吊来了金龟婿，诗仙太白牵手金立方！

　　金立方中国慕酒于9月份借西部糖酒会正式亮相重庆后，市场反响热烈，尤其在重庆本土市场取得了合作经销商和消费者的广泛认可，成为川渝地区2011年度酒水市场的一匹黑马。随着金立方的顺利推广，引起了重庆老牌白酒企业诗仙太白的关注，2012年7月份，诗仙太白和金立方强强联合签约组建合资公司，金立方慕酒借船出海，借助诗仙太白在西部地区健全的销售网络快速扩张，实现了新品上市之后的第三次飞跃。

   诸葛长青，借船出海方案非常好，短时间内实现市场营销网络的嫁接飞跃。借助优势力量，才会实现巨大飞跃。

　　金立方慕酒的策划，投入了我和我的部分团队近3个月的精力，整体各项工作进展顺利，令我倍感欣慰，但最后由于我们选定的瓶型开模周期较长，开模成本较高，加之金立方原有采购好的老包装剩余较多等原因，正式上市后的产品并未按我们建议的瓶型灌装，而是在原有瓶型中做了部分选择，这点造成的不良影响是产品上市后包装各异，不利于整体视觉识别形象的打造和品牌传播，不至今仍是我心中的一大遗憾！

　　慕酒的成功不仅为金立方带来了充满希望的未来，更给快消行业的新产品营销带来深刻启发。金立方从盲目崇拜、全盘模仿，到走自己的路，走过了艰难的路程。从迷恋到放弃，再从创新到坚守，这个过程，与东方盛思的帮助密不可分，但更与金立方本身企业营销力的提升紧密相关。现在的慕酒以自己独有的特色，在广阔的酒水市场上暂露头脚。也许未来的路还遍布荆棘，但此刻的金立方已经站在了最高的起点。　

　　最后，我用金立方冯成远董事长在新品上市发布会后，紧握我双手发出的由衷感慨作为本策划手记的结尾，“所有企业都需要营销策划，但更需要以务实态度为企业带来发展量变的营销策划！选择东方盛思，这次我没犯错！“
   本文作者简介：

    胡世明：东方盛思营销顾问机构总经理，多家咨询公司首席顾问，资深品牌营销专家、营销渠道专家、商业模式专家，实战营销经理人。胡世明先生曾任中国汇源果汁集团营销总监、德隆国际战略投资有限公司战略规划总监、宁夏红枸杞产业集团总经理，宝洁（中国）通路行销经理等职务。对国内成长型企业的行业背景、生存环境、业务模式、发展阶段、发展前景等有深刻认知。本篇文章来源于“有效营销”网站原文链接：http://www.em-cn.com/z/201301/6993_3.html

阿弥陀佛。福生无量天尊。大成至圣先师孔子。

诸恶莫作，众善奉行。持之以恒、有求必应。       

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

Selected Articles in Previous Periods

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往期精选文章

点击文章标题查看

1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement

1 国学智慧改命运：孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 （十五步简洁版）

3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)

3 诸葛长青施食仪轨 （十五步简洁版）

4How to repent: the ritual of repentance and the method of repentance (full version)

4   如何忏悔：忏悔仪轨忏悔方法（完整版）

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

5 如何念地藏经：念地藏经仪轨方法（完整版）

6How to release? The ritual of releasing life

6怎样放生？放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

7诸葛长青忏悔文化：改变命运忏悔方法案例

8Free Life Culture: Free Life Culture in Ancient China

8放生文化：中国古代的放生文化

9Shocking photo of feeding: Buddha, Bodhisattva and Dharma Protector come to the scene

9施食震撼照片：佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

10施食仪轨回向：回向修改为简洁回向