Jingjiu ****Jingjiu's path to growth and expansion is full of legend. It has now grown into a leading brand in the health liquor category, but its product's health concept has an obscure side, causing many consumers to be 'ashamed to consume.' However, as a commodity, Jingjiu's marketing approach is no different from that of baijiu. In recent years, Jingjiu's growth momentum has been obvious, and it has dominated the health liquor category, leaving other similar brands far behind. What is the secret? Find the right product positioning and target consumer group, and you won't have to worry about selling! Jingjiu's ability to survive and thrive in a complex market environment must be due to its exceptional qualities. The most clear-cut aspect is precise product positioning, because a product launch is not necessarily suitable for all groups; precise targeting of consumer groups is the most important step before a product enters the market. What kind of product suits what kind of people, and what kind of people are suitable for consuming what kind of product. Only when the consumer group aligns with the product positioning can smooth product marketing be ensured. The Chinese baijiu market is huge, with major brands like Moutai, Wuliangye, Jiannanchun, Yanghe, and Luzhou Laojiao dominating the market, and countless local brands vying for a share. Therefore, Jingjiu's predecessor, Daye Xinjian Distillery, was once insolvent and on the verge of bankruptcy. Thus, it voluntarily abandoned its main baijiu business and took a different path into health liquor. Through product reform, the first generation of Jingjiu saw supply exceed demand upon launch, making Jingjiu a successful case of focusing on a small category. The success of its transformation laid the foundation for Jingjiu's rise, but the success of product positioning is the foundation for Jingjiu's growth. Jingjiu's main consumer target is men aged 30-45. This group generally faces high life and work pressure and is in a sub-health state. Jingjiu's special health benefits can meet the consumption needs of this group. Although it is a niche group, the foundation is solid. If you can't 'rely on price to eat,' you have to work hard on marketing! Channel operations focus on distribution. Jingjiu's ability to circulate in the low-end consumer market is also related to its deep distribution. Due to the differences in product positioning, Jingjiu is destined not to 'rely on price to eat' like famous liquors, but rather 'rely on volume to eat.' Doing deep distribution well is common in channel operations for mid-to-low-end brands, and the strength of product terminal sales determines their survival. 'Connect far lines, do surfaces near' is the core philosophy of Jingjiu's market operations. Break through in core urban areas, use edge effects to drive surrounding areas; at the same time, develop deeply in township networks, fully cover terminal catering, follow up on wholesale and retail, penetrate households, and focus on increasing terminal retail efforts. Because it takes the catering channel, and given the many catering points, Jingjiu places great importance on the coverage and speed of distribution. Advertising costs, entry fees, POP, roll-up banners, menu cards, and other terminal materials are provided by Jingjiu, and the salespeople recruited are managed and assigned work by distributors, with wages shared by the manufacturer and distributor in proportion. Relying on a market deep-cultivation strategy, Jingjiu is steady and solid, making the market very solid. Manufacturer-led, let our salespeople go deep into the places where they are most needed! Jingjiu always insists that the market should be controlled by the manufacturer, implementing a deep distribution strategy where the manufacturer controls primarily, distributors cooperate secondarily, and manufacturer offices go deep into secondary markets. This way, the manufacturer operates the market directly. In terms of channels, Jingjiu pursues intensive cultivation and full coverage, creating a strong market consumption atmosphere, which is more experiential and can effectively stimulate consumers' purchase desire, greatly improving purchase convenience. On this basis, Jingjiu follows up by launching wholesale and retail markets, gradually penetrating into consumer households. 'Jingjiu is good, but don't be greedy'—do you know how much sales this phrase has driven! Given the special nature of channel operations, Jingjiu's marketing momentum differs slightly from other brands' promotional methods. Because its main channel is catering, and the movement in the catering channel depends on the deep impact of marketing activities on consumers. Among these, marketing momentum is an important aspect. In 2008, when the global financial crisis began to spread, many liquor companies significantly reduced their TV advertising investment, but Jingjiu did the opposite at this time, increasing investment in CCTV, and with the slogan 'Jingjiu is good, but don't be greedy' shouted against the trend, boosting the confidence of channel partners and consumers in Jingjiu, while enhancing Jingjiu's brand identity and reputation. Jingjiu firmly grasped the increasingly strong health demands of consumers and changes in drinking habits and awareness. In the homogenization and disorderly competition of baijiu, it rose by leveraging the trend, forming a unique brand personality and product image, effectively targeting the mainstream baijiu consumer group with good economic conditions, sub-health status, and certain pressures, and is also a drink suitable for young, middle-aged, and elderly people. Experiential marketing has a lot of potential! In order to quickly further implement the brand appeal, in recent years Jingjiu has increased its brand experiential marketing efforts, making a big deal out of experiential marketing. Experiential marketing, simply put, is to complete consumers' cognition of the product through their personal participation and experience, thereby forming brand loyalty. On one hand, Jingjiu has zero-distance consumer experience. Jingjiu holds large-scale brand activities like 'Travel with Jingjiu,' allowing consumers to enter Jingjiu and truly understand the quality story behind every bottle of Jingjiu. Only through personal experience and participation can it truly touch consumers' nerves. On the other hand, Jingjiu creates surprises for consumers during the experience. When Jingjiu is served with ice, the mellow liquor blends with the cool sensation, making it easy to drink, easing anxiety, and dispelling summer fatigue. Only experiences that are remembered are the most effective, and to be remembered by consumers, there must be surprises. In addition, Jingjiu always insists on making offline tasting experiences a regular strategic promotion method, continuously instilling health liquor knowledge in customers and strengthening the awareness of Jingjiu's health functions. Because a single experience activity can only arouse curiosity, it will not promote a change in consumption cognition. The ultimate goal of experiential marketing is to accumulate a large number of loyal consumers for the brand. It can be seen that Jingjiu has become a pioneer in experiential marketing. Source: Jiu Shuo -END- Content Selection Reply with the following keywords to query and read related articles: Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Slow Sales, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Trade Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing Deals, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Cross-region Sales, KA, Terminal Visualization, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, New Salespeople, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Attraction, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Pressure Stock, Holidays, Distributor Cost Control, Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Work Report, Work Report.