自2012年下半年开始,白酒进入第三次行业调整期,行业遇冷,领导白酒消费潮流的那股“高端、大气、上档次”的热潮,一夜之间销声匿迹。行业竞争者的盲目扩张,大众消费的盲目崇拜等现象广受诟病。白酒从“名酒”到“民酒”的理性回归,品类市场消费需求发生明显变化。与消费者沟通从产品本身的浮夸转变为消费者的心智共鸣。怎样赋予白酒品牌“低调、内涵、接地气”的性格,成为白酒新营销时代需要思考的问题。 Since the second half of 2012, Liquor has entered the third industry adjustment period, and the upsurge in the cold industry leading the consumption trend of white liquor has disappeared overnight. Blind expansion of industry competitors, blind worship of public consumption and other phenomena are widely criticized. Liquor from “wine” to “wine” rational return, consumer demand in the category of market changes significantly. Communicate with consumers from the exaggeration of the product itself to change the mind of consumers. How to give liquor brand “low-key, meaning, grounding gas,” the character, become the new marketing era of liquor need to think about.