Red Star Erguotou from the low-to high-end brand extension.doc

 PAGE \* MERGEFORMAT 18 Red Star Erguotou from the low-to high-end brand extension Since the last century since the 90s, as long as a turn on the TV, regardless of CCTV or the local stations, are the alcohol everywhere, liquor ads after another. China’s high number of alcohol television advertising, accounting for the large proportion of television advertising, has come to an alarming extent. From the 90’s launch of China Central Television advertising standard king, Confucian Residence dinner wine, Qin Lu Chi, several liquor companies consecutive Championship, liquor advertisements in 2000 to seize the prime time television stations across the country, a year to spend more than 1.4 billion, then known as’ China Liquor 1st Place ‘in Shuijingfang was’ China Business News’ Top Ten money-burning in 2002 as advertisers, seemed to send a message: white wine production enterprises are the main money-burning, liquor brands will be no advertising means loss of markets. But there is such a liquor manufacturer, there is no flying ads, there is no high-profile media and public relations is still in the sales of the company success, not only to firmly occupy its traditional markets, and be able to quickly enter new markets, from low - end market to the high-end market penetration, there are also achieved a good record, so that young and old, are vulgar will ya. This is the Beijing-based Red Star Double pot, a little liquor advertising is world-famous brand, with its unique cultural connotation, constitutes an important part of Beijing City’s culture. Talent, technology, the old number, Red Star Double pot, we have healthy reserves In May 1949, after the Central People’s Government, from the liberated areas of the Red Star incorporated the famous old Beijing font ‘Longquan’, ‘with the Quan’, ‘Yonghe into a’, ‘Celebration spring’ and other 10 old burning pot, set up Beijing’s first is also the only one with a considerable scale wineries. In the decades after that, Red