How northeast Light bottle 'three-step' strategy, the rapid capture of billions of market old village northeast of wine sales reached 6.5 billion a year, Longjiang home 2 billion, the data association is frightening enough. However, the Northeast Light bottle business, but there are many unknown facts but enough to shock. How do these companies do it? Are there opportunities for today's light bottle of wine market? In the Mass Cosplay Costumes wine wine people play a leading role, the low-end market, especially light bottle market, opportunities to capture, marketing has become increasingly upgrade Northeast wine prices more important research topic. In this paper, bottle-depth analysis TOHOKU how \u0026 ldquo; \u0026 rdquo ;, three steps to quickly capture a large market of billions. 1, brand strategy: positioning a clear, accurate dissemination of (1) a clear brand positioning, the flagship brand of Northeast region northeast style populist relaxed, lively local culture Northeast liquor brand gives a strong \u0026 ldquo; People \u0026 rdquo; cultural identity. This \u0026 ldquo; People \u0026 rdquo; property is home to the old village and as the representative of northeast Heilongjiang liquor bottle campaign nationwide market into a cultural light competitiveness. In the form of mainly northeast comedian (star) Endorsement and northeast couple two forms. Northeast comedian celebrity endorsements Cards: Whenever northeast of wine do branding, will ask a comedian northeast nationality or stars do brand endorsements. This clear brand positioning, due to the early focus in the Northeast Light bottle Light bottle market less than 10 yuan, the main consumer target is the village of farmers and migrant workers who are the most basic level. Northeast Light bottle brand clear target consumer groups, design spokesperson, are farmers loved comedian. This information is passed to the consumer, this wine is very intimate, very fit. You can pinch fingers calculate these star names northeast, Guo Pro, Fan Wei, Pan Changjiang, Chen Hanbo, Gong Hanlin, Li Qi, Wang force, small Shenyang, which even has a few stars, have a few brands of liquor endorsements, the country look Light bottles of wine market, wine and only half lead in the Northeast hired the spokesperson for their light bottle, close Dangjiu consumer spokesperson. Northeast couple cards: two-person show is a unique product of Northeast black land of culture, from the northeast, influence throughout the country. Many Northeast wine prices by the famous northeast couple entertainment brand naming, please person cast on tour, and even cultivate core consumer food terminal in the regional market, the two-person used to attract popularity, the effect of strengthening the implementation of activities. (2) brand communication precise, vivid ambiance focus resources to fight the spread of brand licensing northeast of wine will do three actions: inkjet advertising vehicles, publicity materials (including POP, banners, photo plates, plastic art, etc.) post, terminal gate head shop signs production. However, many people feel that something commonplace, in fact, exactly what they have been modeled and effective brand strategy. At the same time highly targeted brand communication, focus all resources around the terminal to make the brand to create an atmosphere of vivid promotion. Whether publicity material posted or door head shop signs production, they are the best steel in the blade acts. Light bottles of wine consumers, a slight exaggeration to say that those people in the village, they are weak liquidity, information flow control is relatively weak. Their drinks propaganda for information, and often from its wine sales at outlets. The delivery vehicle of propaganda, is a mobile advertising platform. This is not the first to operate the Northeast wine, but a long period of time, the country although other light bottle of wine companies are doing the same thing, but only the northeast end wine can achieve the ultimate brand extension work atmosphere. 2, product strategy: the civilian route, follow the upgrade trends and meet the diverse needs of (1) the civilian route civilians do product line, ultra-low-cost products do: Looking back now, northeast of wine in 2000 to 2005 the main push 5 yuan light bottles When taking the ultra low-cost product line, in fact, it was already conform to the trend of consumption upgrade behavior. When the beginning of the 21st century are still selling light bottle 3,4 dollars on the market, the Northeast Light bottle first breakthrough price limit, the product positioning in the 5 yuan / bottle, but not blind to touch the high-end price, the product is set to 10 yuan / bottles. Location 5 yuan, is a very scientific operations. It conforms to the national economy shift consumption trends, one devaluation has brought consumer spending on consumer shift, the second is the consumer really hands began to deposit more than wealth. Then $ 5 product positioning only has consumer acceptance and ensure the marketing of the system operational space. Brand positioning and communication promotion, organization and logistics channel depth distribution operations have provided material security. When the 5-membered, substituted 3,4 yuan into the mainstream market, the Northeast Light bottle of wine in one fell swoop laid the leading position in the country of light bottle of wine. The civilian route, follow the consumption upgrade pricing trend: When as economic development, national consumption trend continues upward, the Northeast wine in this case, the flow of the market with more and more expensive products, the mainstream product price given to the 10 \u0026 mdash; \u0026 mdash; 12 yuan, as the old village Huang Biao, Longjiang homes sorghum and other treasures, not only conforms to the national market economy, but also conforms to the trend of shifting consumer. The civilian route, packaging diversification to meet the different needs of the market: the light bottle packaging, northeast of wine do quite a lot of attempts, an array of packaging and product specifications to meet the diverse needs of the consumer market. Visited the market, the Northeast wine packaging from plastic bags, plastic pots (also included in the scope of light bottle) products, to porcelain, pottery and glass bottles, plastic bottles, all kinds of containers, a variety of product variety , many of them quality packaging: bottle gourd, bottle grenades, bamboo bottle, wine baskets, bottles, flagon mew mew wigs bottle capacity from 50,100,125,225,250,300,330,450,550,600,700,1000, multiple specifications 1500,2000,5000ml like. These different specifications, different materials packaging, while covering different price points, to meet the Chinese drinkers extensive and subdivided aesthetic needs and consumer demand. (2) portfolio offensive line in Longjiang home, for example, it is typical of the implementation of multi-brand operation of enterprises in the Northeast Light bottle representatives. Product positioning accuracy, Longjiang homes, village eight miles, gold sorghum these series of brand exudes a strong local flavor of the Northeast, world of warcraft cosplay the local culture and the public low-grade liquor product positioning perfect match, to fully meet the public low consumer psychology characteristic wine consumers. There are enough rich product market contrast, the finished product volume growth through the main products treasures sorghum. At the same time, the advantages of multi-brand model is to fully expand the width of the channel, enriches the brand growth. This multi-product portfolio offensive strategy used to promote the brand on the terminal to create an atmosphere, specific to the regional market, by a plurality of inter-brand competition, can fully black butler wigs create and formed a series of wine consumption environment, and promote the overall promotion of liquor sales. This is a unique multi-brand model usefulness. 3, channel strategy: the depth distribution of the uncrowned king of the Northeast's largest wine guaranteed success in the implementation of the depth of the channel distribution strategy. Depth distribution has been a fast moving consumer goods industry, the food and beverage industry channels weapon. In the Chinese wine industry, light bottle business use is relatively common, but only northeast wine business, the next lot of hard work, the depth distribution to achieve the ultimate, made the uncrowned king of light bottle market. Channel to promote the brand: Northeast liquor brand essence of success is to promote the brand-building channel advantages. For years to focus resources on the terminal extension, to the channel terminal edge interception against the national wine prices brand, channel operations through sophisticated building successful civilian consumption northeast Light bottle brand. County market precision farming: the channel intensive, relying on brand sales increase, go encircling the cities, focusing on the construction of county-level market, the development of radiation driven by surrounding the center of the city; such as \u0026 ldquo; old village \u0026 rdquo; the a significant effect. Generally be divided into two such concentrated assault support, one purely promotional branding, centrally organized a large number of vehicles (all have wide publicity vehicles), the team tour travel show, broadcast propaganda broadcasts. Second, product promotion channels, centralized distribution in multi-way men act separately. When people woke up one night and found the brand has been surrounded. Many benefits of centralized assault, it quickly implement marketing actions linked, heighten the overall atmosphere of the business community and consumers visual impact and brand influence can play a double release effect. FMCG Management: standardization of work: work to establish a Terminal thumbnails, develop routes and visit visit route, visit to standardize operations on the terminal, product orders, display, vivid, Atmosphere, customer intelligence maintenance and promotion execution, which have operations standards, supervised appraisal assessment mechanism to ensure the quality of the terminal; management table, and institutionalized: through a series of forms of business people working process management, such as the development of customer sales program, visit the terminal form, terminal visited the information table, terminal development table, inventory management, promotion and other forms; through a series of work to improve the system to check the work of the implementation of the nuclear effects, such as morning and evening regular meetings, weekly, monthly meeting system.