Pioneering Idea: Name On Red Wine

Zhu Dongfei, general manager of Beijing green time food marketing limited, asked such a question in an interview with reporters.

He used the same answer to set his own product - the Great Wall wine personalized customization service - personalized wine is not only a personal gift as a symbol of identity, but also a business card like business card.

Zhu Dongfei's business is to repackage the famous wine brands of the Great Wall, which are the best quality products in China. The logo is redesigned, not only for the logo of the customers, but also for the beautiful patterns. The outer packaging is made by the professional team.

The "pformation" of the product not only meets the customers' pursuit of personalized products, but also ensures the quality of wine.

Zhu Dongfei bought 1. red wine with his own name.

In 2003, there were not many enterprises that made customized wine, and fewer professional services.

People are still used to drinking wine like beer.

This year, Zhu Dongfei has been doing many years of food and beverage business. He accidentally visited a foreign website plated as "personal custom gifts". In Zhu Dongfei's mind, it was rapidly "Sinicization". "Why can't we make" customized personalized red wine "in China?

Zhu Dongfei burst into inspiration.

He presentis that personalized needs exist, and there must be business opportunities.

In this year, liquor, beer and red wine were hit by SARS, and as the popularity of hotels and other places of consumption declined, the liquor industry urgently needed a new channel to digest products. At this time, personalized red wine was launched at the right time.

After an inspection, Zhu Dongfei quickly turned his attention to two kinds of needs: personal birthday party, wedding banquet wine, business gifts.

In later attempts, Zhu Dongfei's business is more and more biased towards the latter, or more precisely, those that focus on employee benefits.

From the very beginning, Zhu Dongfei put great effort into building a professional service team and standardizing the service process.

He chose the different wines of different varieties and different wines from the manufacturers for customers to choose, and then redesigned the wine labels and packaging boxes according to the customers' needs. The label design added the elements representing the owner's identity according to the customers' requirements, and could print the company's name or personal name.

This special sense of "exclusive use of wine" is not acceptable to ordinary commodities. They are on occasions such as wedding banquet, company banquet, etc.

On the contrary, on the contrary, this kind of red wine that can satisfy the needs of customers and highlight the company and personal status is very moving. After a short time, many people came to buy a batch of red wine with satisfaction.

The leader of a company also expressed gratitude to his face, because the company's "personalized gifts" had never been found. The employees at a banquet accidentally saw Zhu Dongfei's "personalized red wine", only to find that someone had "worried himself urgently" and launched similar products.

With its initial "door-to-door business" and its accompanying word of mouth effect, Zhu Dongfei later succeeded in doing business like the Bank of China, the Construction Bank, CNPC and holly.

He has been one of the top industries in the field of personalized wine making. He not only has a mature design team, but also set up a professional customer service team to provide wine knowledge training for his customers and deepen his understanding of wine culture.

When Zhu Dongfei accidentally fell into the "no man's land", he took up a few years of custom wine business, and then received a call from a friend. The friend heard Zhu Dong Fei's business and then asked curiously, "do you see the blue ocean strategy when you see the" Blue Ocean Strategy "?

Zhu Dongfei asked him, "what is the blue ocean strategy"?

In 2005, the Chinese version of "Blue Ocean Strategy" was published in 2005. At that time, it was quite a long time for Zhu Dongfei to make custom wine business.

The "Blue Ocean Strategy" encourages enterprises to break through the Red Sea, which is full of bloody competition, and to find a market space without competition, namely "blue ocean" through a set of methods.

The "Blue Ocean Strategy" does not attempt to divide up the existing and often shrinking demand, nor set the traditional competitors as a target, but to show new directions to the peers.

In the book "Blue Ocean Strategy", the author referred to a wine company's case: the yellow tail wine from Australia, when a large number of European and American red wine took the "noble line", they took a "taste" route.

The wine of this brand has no mystical cultural story, and its taste is not so complicated. No need for a professional person to produce its secrets, its wine label is simple and clear -- a kangaroo without any complicated manor patterns commonly used by other wines.

It is even more incredible that the wine has added various fruit flavors and runs counter to other wine brands' efforts to create "aristocratic flavor".

After the introduction of this wine, it quickly opened up in the US and Australian markets. People regarded it as a pastime drink, drank one cup and another cup, and increased consumption.

Unlike the yellow tail wine, Zhu Dongfei's custom-made wine is still on the mainstream wine brand in China's immature wine market. However, similar to the yellow tail wine, the personalized custom wine business operated by Zhu Dongfei has added new functions to the traditional wine. The yellow tail has met the needs of people's special tastes, and personalized wine has met the needs of commercial customers for "grade, identity and personality" business gifts.

In the end, an industry will be caught up in homogenization competition, and the result will be quite tragic. Businessmen will kill a red sea. At this time, some people begin to aim at the way of differentiation, and go out to create a "blue sea".

This is the keynote of the book "Blue Ocean Strategy".

Zhu Dongfei accidentally broke into the "blue ocean" and once failed to find a competitor.

The domestic wine industry has also experienced a period of scarlet competition before finding new sales channels. Until now, there are still some enterprises who are trapped in the traditional channels of fierce competition and meager profits.

When the SARS hit in 2003, the Chinese hotel industry experienced a painful period, and a large number of restaurants were forced to close.

How can they survive? Not only is the hotel problem, but also the liquor dealers have made such a life and death question.

Against this background, Zhu Dongfei began to ponder the way that few people walked.

He is not only looking for a breakthrough in the large group of customers, but also in the near future to open up BtoC business (directly to a single consumer business), that is, to dig ten bottles of eight bottles or even a bottle of two bottles of "small business", to dig a more subdivided "blue sea market".

3. Internet Era "chicken ribs" is also a good business. The Internet connects people all over the world. Scattered people and scattered demand have begun to gather in the big Internet.

The cost of searching for customers or businesses is almost zero. The original word of mouth publicity limited by geographical restrictions has spread rapidly in the developed sound tube of the Internet.

Because of the Internet, the original chicken business began to shake Qian Shu.

Zhu Dongfei's "personalized red wine" may soon become a representative of this aspect.

Zhu Dongfei not only set up the company's website, but also plans to deepen the Internet marketing, and collect more personalized markets to meet the needs of small customers.

In 2004, American Chris Anderson put forward a sensational Theory: the long tail theory.

Anderson believes that in the Internet era, personalized small production will usher in a revival. Large-scale pipeline products will lose part of their attractiveness. "Customization", which is considered to be "uneconomical" in the big industrial age, will be given high value in the information society.

4., "wine training class" is a foreign trade.

Although consumers have been involved in various kinds of wine advertisements for many years, Zhu Dongfei said that many people still can not answer these questions correctly.

Is wine better and better?

Grapes in Xinjiang are very famous. Should the wine there be of high quality?

The answer is: wine is obtained after fermentation of grape juice. This process can not add water. Most wines are not worth storing. Only a small part of wine is suitable for storage. In people's impression, Xinjiang grapes are mostly edible grapes and are not suitable for wine making.

In fact, Xinjiang is one of the ten largest wine producing areas in China.

Zhu Dongfei said that wine, as an imported product, is a familiar product for many people. He hopes that one day he can set up a special training team to let people understand wine and then have their own wine culture.

Zhu Dongfei is looking forward to such a wine training class: students can taste wine freely, and wine can be regarded as a culture, truly experiencing and enjoying.