Don't drink white wine, drink royal pomegranate wine
At the beginning of 2021, Sixi's newly designed royal pomegranate juice was once the new favorite of Lintong tourism market after the product was launched.
In the spring of 2022, Sixi's second newly designed product, medium and high-end pomegranate wine, was successfully delivered and the product will soon be on the market!
Next, Xiao Bian will introduce the new work of Sixi: Royal Pomegranate Wine
Sixi does things, strategy first.
Pomegranate wine is not just needed, the category is small, the consumption frequency is low, and most customers have not formed drinking habits.
What is the fundamental problem facing pomegranate wine?
Which brand does the customer choose? Is it a question of competition between different brands of pomegranate wine in the market?
Assuming that customers choose royal pomegranate wine, will it certainly bring more sales to the enterprise?

Royal pomegranate wine, by the category itself limited. If a product wants to achieve greater sales, first of all, it is not to solve the problem of competition between pomegranate wine and pomegranate wine, but to solve the problem of why to drink pomegranate wine.
In other words, it is necessary to solve the problem of drinking red wine or Ningxia red (medlar wine), sweet wine (alcohol blending) or pomegranate wine.

Category selection is the main issue, while which brand of pomegranate wine to choose is the secondary issue.
Therefore, the major issue facing pomegranate wine is primarily the category value: why drink pomegranate wine.
How to solve the problem of why customers buy pomegranate wine?

First of all, the problem of category naturally needs to be considered from the perspective of category: what is the value of category?
Pomegranate wine has geographical characteristics. Specialty products are one of the category values of pomegranate wine and belong to the bottom value.
However, the law tells us that specialty products are limited and cannot be overemphasized at the first level. If they are overemphasized, the consumption frequency is greatly limited. It seems that pomegranate wine is only a gift with a sense of ceremony on specific occasions, and it seems that it is not so right to drink it at ordinary times.
Unable to drive daily consumption, it is naturally difficult to achieve more sales.
Therefore, we need to find the reason to drive the daily consumption of pomegranate wine. This reason is more valuable and more driving than specialty products.
To drive daily consumption, we must return to the mass daily consumption scene. To think: when will customers choose to drink pomegranate wine? Who are drinking pomegranate wine?
In Chinese wine table culture, liquor is the protagonist. But we always meet a few people who don't drink white wine, so what do they drink? Don't drink white wine, drink some red wine, beer and pomegranate wine?
Although the pomegranate wine category is small, we can borrow from the largest category in the market-liquor.
Strategic comparison with liquor:
Don't drink white wine, drink royal pomegranate wine
Benchmark with liquor, give direct purchase instructions, at least tell customers how to choose and know under what circumstances to drink pomegranate wine.
"Drink royal pomegranate wine if you don't drink white wine" is both a purchase order and a reason for purchase.
It has solved the main problem of this packaging and attracted customers to the category of pomegranate wine. To let customers make choices and drink clearly, it is necessary to talk about the highlights of the product itself. Use your own highlights to gain a competitive advantage and win customer choices.