Brand Day ｜ Qianlong Think Tank publishes a report on the influence of brand value in the liquor industry
Sauna Night News (training reporter Xue Chen) has transformed the liquor industry and gradually entered a new round of reshuffle. The major liquor brands have adopted diversified brand management strategies around the key point of enhancing the brand value, becoming the industry words for liquor brandsRights, an important replacement for expanding market share.On May 9th, Qianlong Think Tank released the “China Brand Day and China Real Estate Industry, New Energy Automobile Industry, Liquor Industry and Online Education Industry Brand Value Influence Communication Report” for the first time.The achievements of brand value enhancement were visualized.Sauna and YeeNet noted that Qianlong Think Tank, which was selected as the first batch of 14 high-end think tank pilot units in the capital, before releasing this report on the brand value impact of the liquor industry, took 226 product series of 19 listed liquor companies as research targets., Using big data methods, a detailed analysis of the brand management results of the liquor industry in the period from May 1, 2019 to April 30, 2020 was formed, forming the “Chinese liquor industry brand value influence communicationThe “Report” provides the basis for decision-making when enterprises formulate brand strategies.From this report is not serious enough, the brand breakdown of the liquor industry has become increasingly clear.In Maotai, Guizhou, the two major brands of Wuliangye are the best in terms of brand value influence. The competition pressure of waist enterprises is increasing.Gradually increase in size.It is worth mentioning that this report not only fully reflects the increasingly prominent differences between brands in the liquor industry, but also for the first time through a unified standard evaluation system, proposed to establish refined brand value impact evaluation standards based on different industry attributes.It provides consumers with a brand new perspective to understand the brand value and the business logic behind the rankings, as well as to companies to recognize the problems, possibilities, challenges and trends facing Chinese independent brands.It is reported that the report will be released regularly in the future.China Liquor Industry Brand Value Influence Ranking List of China’s 19 Listed Liquor Enterprises Brand Value Influence Ranking (201905-202004) Description: This list relies on Qianlong Think Tank’s all-media public opinion information technology platform to capture May 1, 2019-All media platform data on April 30, 2020, comprehensive analysis of regional media and overseas Chinese media communication, self-media platform communication and interaction, complaints from netizens on various complaint platforms, combined with quality, service, technological innovation, tangible assets,Through the matching of weights, intangible assets and other factors are comprehensively calculated and ranked according to the industry brand value influence index.Judging from the overall ranking of enterprises, Wutai Liquid in Maotai, Guizhou, as the leading enterprise in the liquor industry, has a score of 9.07 and 8.42, ranked in the top two, Guizhou Moutai has a clear leading advantage.State Laojiao, Shanxi Fenjiu, and Yanghe shares followed closely behind, ranking third, fourth, and fifth, with a distribution of 7.Above 5 points.On the whole, the Matthew effect of brand communication in the liquor industry is obvious, and the difference between head and tail data is transmitted.Liquor companies are deeply digging into the domestic market, and overseas markets are still pale. According to the monitoring data of the Qianlong Think Tank Big Data All-Media Public Opinion Information Technology Monitoring Platform, from May 1, 2019 to April 30, 2020, information dissemination involving 19 listed liquor companiesA total of 1048855 articles.Among them, the domestic dissemination volume of 1044069 articles, accounting for 99.54%; 4,786 international spreads, accounting for 0.46%.The listed liquor companies all focus on domestic market promotion, while the international market is still pale.In the liquor companies, the international communication influence comparison (201905-202004) In the listed liquor companies, the international communication influence comparison (201905-202004) in promoting domestic and international influence, Maotai leads the way, and the brand communication value is prominent.Its domestic communication accounted for 35% of the total domestic communication of listed liquor companies, and its market attention exceeded the share; in terms of international communication, it accounted for more than half, reaching an alarming 52%.According to the data of the 2019 Moutai Overseas Distributors Conference, the “Overseas Moutai” team has expanded to 107 dealers in 64 countries and regions, covering tax markets and important ports in five continents: Asia, Europe, Africa, America, and Oceania.Duty-free market.Other wine companies are also actively trying to target overseas markets. For example, on February 6, 2020, Jinhui wine officially entered the Australian market for 18 years. This is the second time Jinhui wine has entered the US consumer market and entered the Australian dollar.The expo represents a new stage of internationalization for Chinese wine companies after entering Israel.Another extreme value spread at home and abroad is Huangtai Wine Industry.In the first quarter of 2020, the domestic top-ranked liquor Alibaba channel hot-selling brand list TOP10, the name of Huangtai liquor was not found, and its overseas spread was minimal.From May 13, 2019, Huangtai Liquor suspended its listing due to negative net profit for three consecutive years and negative net assets for two years.The lack of Alibaba’s hot-selling brand rankings may be directly related to the fact that Huangtai Liquor has not yet resumed its listing.The study believes that China’s international influence and Chinese cultural penetration are the key factors that determine the internationalization process of Chinese liquor. Under the background of the significant improvement of the “two forces”, wine companies can go out by telling their own brand stories and international promotion capabilities.Important factor.Alcoholic wine trapped in cyclamate has become the focus of the annual quality problem. Alcoholic wine transmission trend trend (201905-202004) On March 13, 2020, China News published an article “Tianyanzhan: Liquor companies are growing 7 times in 10 years. The quality problem is still a chronic illnessIt is said that the data of liquor quality sampling from January 1, 2015 to December 31, 2019 released by the national and provincial market supervision and management departments show that alcohol content, solids, cyclamate, total acid and other items have become liquor quality problems.”Disaster Area”, in which more than 20% of unqualified liquor is added with supplementary sweeteners.According to the monitoring data from May 2019 to April 2020, the “alcoholic wine surrounded by cyclamate” has become the focus of quality problems in the liquor industry in the past year.In mid-December, 2019, the original alcoholic liquor distributor Shi Lei reported to large media that it had added cyclamate to the 54-degree 500ml old alcoholic liquor ordered from alcoholic liquor in 2012.Subsequently, the alcoholic liquor issued an announcement stating that cyclamate was never purchased, and that cyclamate was never added to the 54-degree 500ml old alcoholic liquor.The incident immediately aroused great attention from public opinion, and media reports and netizens’ discussions on Weibo both reached the highest annual ranking.On December 23, 2019, alcoholic liquor was mixed with a daily limit and closed.On December 26, the Xinhua website published an article “Is it ‘sweet’ or ‘bitter’?”Alcoholic drink trapped in the cyclamate”, causing a lot of reposting.One party complained in the end, one party refused three companies, and the alcoholic wine surrounded the sweet Su Luosheng door.Following the storm of the plasticizer closure in 2012, the brand image of alcoholic liquor was once again impacted.The digital drive is strong, and skull enterprises accelerate the transformation of marketing models. Under the new normal of economic development, technological innovation has become an important driving force for the development of corporate brands.Although the liquor industry belongs to the traditional industry, in the past year, it has frequently acted to promote the digital transformation of enterprises.In August 2019, Wuliangye and Alibaba joined hands to create a new economic model for the wine industry and vigorously promote the new digital retail marketing model.In November 2019, “Maotai + Xiaomi” joined hands to create a model of perfect integration of traditional craftsmanship and modern technology.In March 2020, Maotai and Huawei jointly promoted the construction of the “smart Moutai” project from the high-level design stage to the actual landing implementation.Statistics show that, including Guizhou Maotai, Wuliangye and other liquor companies on the right, nearly 90% of the listed liquor companies are introducing and implementing intelligent technological transformation projects and laying out modern intelligent parks.Affected by the epidemic, mobile internet terminals are accelerating. Liquor manufacturers have also accelerated the deployment of online and Internet channels, and digitalization has become a must-have for head wine companies in the future.The golden period of consumption was suspended, and the anti-epidemic of wine companies showed a sense of social responsibility. During the epidemic, the spread of social responsibility of 19 listed wine companies (202001-202004) During the epidemic, although the wine industry was clicked on the “pause button”, liquor companies have taken action, To help fight against epidemic donations and donations, social responsibility is highlighted.Relevant data show that as of March 18, the wine industry has donated more than 1.5 billion US dollars.Guizhou Maotai, Wuliangye and other brewing companies have transferred to Hubei and enterprises through various channels to donate cash or masks, protective clothing and other medical protective equipment to support relevant regions to carry out epidemic prevention and control work, which has aroused high public opinion.As mentioned in the article “Service Substitutes Timely and Effective Online and Offline Synergy in Disease Resistance” published by the “People’s Daily”, including the multi-industry and multi-enterprise within the Maotai Group, actively provide assistance to fully support epidemic prevention and control, “Wuliangye survived 920010,000 yuan to fight against the epidemic ”“ Luzhou old warehouse: the first batch of donations of 20 million to fight against the epidemic for emergency start of global procurement of prevention and control materials ”“ Hengshui Laobaigan donated 3.6 million in cash and more than 10 million yuan worth of disinfection materials to support the fight against the epidemic ”“ Shunxin Agricultural Niulanshan WineThe factory donated 10 million yuan to help fight the epidemic. This demonstrates that liquor companies have a high sense of social responsibility and perform well.The third-party e-commerce platform has many complaints, and the proportion of consumer complaint issues with better complaints from related companies (202001-202004) combed from May 2019 to April 2020. Sina ‘s vast consumer service platform “Black Cat Complaint””, People’s network leadership message board, Sina Weibo and other network platforms, netizens evaluation or complaint information found that consumers reflect the liquor industry issues are: third-party platform issues accounted for 93%, customer service issues accounted for 2%,Wage arrears accounted for 2%, and corporate issues accounted for 1%.Third-party platform issues: Netizens ‘complaints were mainly directed to issues with broken third-party platforms, slow logistics, false propaganda, poor attitudes, and return and replacement issues.Guizhou Maotai, Wuliangye, Yanghe, Shunxin Agriculture and other enterprises are on the complaint list.The study believes that such problems are not directly related to the corporate brand itself, but they have a negative impact on consumer buying confidence and will also reduce corporate reputation.Customer service issues: Netizens ‘complaints are mainly directed to issues such as the lack of customer service in official flagship stores or malls.Wuliangye, Luzhou Laojiao is on the complaint list.Such problems do not account for much, and related companies have feedback and dealt with them properly, with little impact on consumers.Wage arrears: In February 2020, some netizens complained that the Golden Seed Group was in arrears and deducted the employee distribution of the former driver.This problem was caused by disputes over vehicle maintenance and violation fees, and has been arranged by Fuyang Municipal Party Committee and the company’s relevant person in charge. The employees involved are satisfied with the results.Related Links: Qianlong Think Tank is a new type of network think tank built by Qianlong Network. In September 2017, it was selected as the first batch of 14 high-end think tank pilot units in the capital and became the only media think tank among the high-end think tank pilot units in the capital.Qianlong Think Tank has many research personnel with cross-disciplinary backgrounds and rich public opinion research experience, has a big data public opinion information technology monitoring platform, launches network ideology, government affairs public opinion, industry public opinion, enterprise public opinion and other think tank products. It is a party and government organization.And enterprises and institutions provide special think tank services.Qianlong Think Tank ‘s corporate brand value influence communication report is supported by the “Five Elements” theory of brand value evaluation, and based on Qianlong Think Tank ‘s big data all-media public opinion information technology monitoring platform. Through the public opinion dimensions of communication, value, word of mouth, etc., comprehensiveEvaluate the spread of brand value influence in various industries.The first report is supported by big data, systematically interpreting 141 real estate companies, 44 new energy vehicle brands, 19 listed liquor companies (226 product lines) and 238 online education institutions, comprehensive analysis from May 1, 2019 toDuring the period of April 30, 2020, the general public opinion of the above-mentioned industries, the “five elements” of ISO 20671 international standard brand value (quality elements, service elements, innovation elements, tangible elements, intangible elements) and the reputation of users on the company ‘s brandEvaluation and other indicators, capture industry trends, examine industry hotspots, analyze industry issues, summarize industry experience, and form the “China Real Estate Industry Brand Value Influence Communication Report”, “China New Energy Automobile Industry Brand Value Influence Communication Report”, “China Liquor Industry Brand”Four items: “Report on the Influence of Value Influence” and “Report on the Influence of Capital Online Education Brand Value Influence”.For the first time, the report passed a unified standard evaluation system, and proposed to establish refined evaluation criteria for brand value influence based on different industry attributes.It provides consumers with a brand new perspective to understand the brand value and the business logic behind the rankings, as well as to companies to recognize the problems, possibilities, challenges and trends facing Chinese independent brands.It will be released regularly in the future.Sauna, Night Net Xue Chenqianlong think tank public opinion analyst Chen Longfei data support Gong Yinghui coordinating Chen Xueting editor Xu Jingjing proofreading Liu Jun