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郎酒董事长汪俊林:如何实现品牌全覆盖战略?

2017-09-03 17:30:49   新华网

新华社北京9月3日电(记者宋玉萌)如何让目标消费者每2-3分钟就能看到一次品牌形象?如何实现品牌高曝光度、高饱和度的“出镜率”?郎酒集团董事长汪俊林给出了自己直接有效的答案。

9月1日,“郎酒·分众”战略合作发布会在上海召开,宣布双方为期5年的战略合作正式开始。在会后接受记者采访时,郎酒集团董事长汪俊林表示,经过几年时间整合,公司明确“青花郎”为郎酒系列未来的“领头郎”品牌,完成品牌培育后,将在2019年-2020年实现上市计划。

汪俊林表示,经过几年的调整,公司明确了“青花郎”+“小郎酒”的主要战略格局后,摆在面前最紧要的问题,就是品牌形象再起航。如何对消费者进行品牌形象传达,成为品牌战略成败的关键。

为此,郎酒集团在不到一周的时间内迅速敲定了同分众传媒、永达传媒的战略合作。

汪俊林表示,郎酒集团将通过这些合作实现品牌“高曝光度”“高饱和度”。根据市场反馈,分众传媒覆盖2亿城市用户,借助同分众的合作,青花郎、小郎酒战略品牌将强势覆盖城市主流消费群。

郎酒集团计划通过分众电梯媒体实现“家门口、办公室覆盖”,通过电视媒体实现“客厅覆盖”,通过城市户外广告实现“街面覆盖”,通过永达传媒实现高铁等“路上覆盖”,通过新媒体移动端实现“线上覆盖”。“最终达到,让我们的目标客户在不工作等非专注时间里,每2-3分钟里都能看到一次郎酒的品牌!”

提到上市相关问题时,汪俊林表示,上市后社会股东对利润的要求会更高一些,而郎酒目前上市和不上市的矛盾在于,公司现金流十分充足,我们希望品牌的市场培育进行得快一点,这就需要前期投入高一点,所以短期利润可能会低一点,但长久来看更利于企业的发展。上市后需要考虑股东的短期回报,目前的品牌培育投入尚需时间。

“郎酒是个十分有耐心的企业。”汪俊林说,未来五年,是郎酒转型升级、冲击中国白酒旗帜性品牌和企业的关键五年;计划在未来五年内,“青花郎”和“小郎酒”分别达到100亿元的年销售规模。“我们这些年存了十二万吨的基酒。保证了新产品线有足够的库存,我们有底气能静下心来做好质量的酒。”

在此次发布会上,分众传媒董事长江南春表示,未来十年,中国企业将从低端同质化转向高端差异化,从产品价格战转向品牌价值战。未来五年,分众将运用自身资源优势充分助力郎酒品牌的传播,把“青花郎·中国两大酱香白酒之一”“小郎酒·全国热销的小瓶白酒”的独特定位和品牌价值打入城市中高端人群心中,构建郎酒品牌的认知优势,引领白酒业的消费升级。

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