cigarettes are called "cigarettes", and the aroma is undoubtedly the soul of cigarettes. Smokers will develop different personal taste preferences after long-term experience of cigarette aroma, and there are profound backgrounds of different regions, races and cultures behind personal preferences.
China has a vast territory, and many consumers of Chinese cigarettes naturally have similar taste preferences due to geographical reasons. The climate in the north is dry, consumers' diet tastes heavy, and they are greatly influenced by Yunnan tobacco, preferring cigarettes with strong momentum and rich aroma; Consumers in the south can be divided into spicy areas and non-spicy areas. Although the cigarette taste of consumers in spicy areas is lighter than that of smokers in the north, it is obviously more important than that in non-spicy areas.
The taste styles represented by Huaxi Louwang are quite different, and of course they are mainly determined by the taste geography. Under the influence of geographical differentiation of tastes, after years of development, Chinese cigarettes have first formed three representative aroma styles, namely, "strong aroma, faint fragrance and intermediate aroma", and their corresponding representative brands are China, Yuxi and Furong Wang. However, with the diversified development of consumption, these three flavors can no longer meet the market demand, and Chinese cigarettes obviously need more connotation extension and flavor style to support them. In this case, the unique "elegant fragrance" created by the brand of Yellow Crane Tower, which has paid great attention to innovation for many years, came into being. The appearance of light and elegant fragrance and its recognition by the industry mark the formal establishment of the four popular fragrance types of Chinese cigarettes: clear, strong, elegant and medium.
The aroma styles of "clear, strong, elegant and medium" can be described as follows.
Luzhou-flavor (representative brand: China) is rich in smoke, rich and full, with harmonious aroma; The smoke is fine, long and layered, with moderate strength; The aftertaste is clean, giving people a sweet, harmonious and comfortable feeling after smoking.
Fen-flavor (representative brand: Yuxi) is elegant, natural and mellow, and the original flavor of tobacco is prominent; Flue gas is soft and rich in layers; Taste sweet, delicate and round; Can give people an elegant, fragrant, natural and fresh feeling.
The natural fragrance of tobacco with elegant fragrance (representative brand: Yellow Crane Tower) is naturally combined with the natural herbal fragrance, which is elegant, sweet, extremely mellow, elegant and has good hair permeability, and can leave an obvious comfortable feeling for the throat.
The middle aroma type (representative brand: Furong Wang) is between clear and strong aroma and tends to be clear. The original aroma of tobacco is full, elegant and round, the smoke is delicate, the taste is harmonious and mellow, and the aftertaste is refreshing and long, and the aftertaste is fluid and sweet.
Taste geography affects consumption preference, which in turn affects the styles that cigarettes produced by tobacco industrial enterprises cater to, so China tobacco has diversified its styles. Of course, the development of style will not stop at "clear, rich, elegant and medium". As long as there is further consumer demand in the vast market, as long as many enterprises persevere in their innovation activities, today's four golden flowers will surely attract a hundred flowers to bloom tomorrow. The fundamental driving force for the development of enterprises and industries always comes from the consumption influence of the market. The laurel of "Four Kings" just fell on the head of Huaxi Louwang, making it a well-deserved representative brand of the four fragrances. It all depends on the general recognition of Huaxi Louwang in the market. In other words, the four kings were "selected by the consumers with banknotes instead of votes". In the eyes of many consumers, the status of the king of Huaxi Louwang is irreplaceable at present.
explore the deeper reason, that is, whether the enterprise has enough strong resource strength. Resource strength is not only the support of enterprise brand development, but also the platform for all-round development of enterprises. Due to the particularity of China tobacco and historical reasons, the cigarette industry enterprises have different characteristics and strengths in the resource system. With the deepening of market operation, the methods and attitudes of enterprises in dealing with their own inherent resources may be quite different. Or take it lightly and make poor use of it; Or turn a blind eye, abandon it, and eventually lose it; Or strive to evolve their own resource characteristics into resource strength with competitive advantages. In this way, the result is naturally different.
when it comes to the resource strength of Chinese brands, it is not difficult for people to find the shadow of history and political color. Zhonghua was founded in 1951 when the Republic of China was born, and it has always been the core brand of Shanghai Cigarette Factory, a time-honored enterprise. Before the 198s under the planned economy, as a national leader, China was able to gather the main scientific and technological strength of the national tobacco system in many aspects, such as research and development, raw materials, technology and even market, which was enough to create high-quality products and excellent brands. Its industrial status was naturally well-known, and it is still highly valued by the State Tobacco Bureau and supported by policies on tobacco distribution. The consumer loyalty of Chinese brands has always been very high. In addition to historical reasons, it is mainly because China later established its own database marketing model by drawing lessons from the advanced practices of European and American marketing systems, carefully classified and analyzed the consumer profile data, sorted out the key consumer groups and consumers for one-on-one communication, strengthened the interaction between the two sides, and formed perceptual marketing. The unique brand history and profound brand culture have created China's unique competitiveness, which is difficult to compare with other enterprises and brands. The representative brand of Chinese cigarettes is naturally China.
the resource strength of Yuxi brand mainly lies in tobacco raw materials. The excellent natural conditions in Yuxi give the most suitable environment for tobacco growth. In history, Yuxi tobacco leaves are famous for their orange Huang Guangliang color, rich and mellow aroma, ideal burning performance and comfortable smoking taste, and are praised by tobacco experts. The "Honghuadajinyuan", which was mutated from the excellent tobacco variety "Dajinyuan" imported from the United States in the 192s, has already become the bright pearl of China tobacco. Yuxi area enjoys the reputation of "the land of clouds and smoke". Since the mid-198s, hongta group, which belongs to Yuxi brand, has started to implement the tobacco field cultivation strategy in Yuxi area with the management concept of "tobacco field is the first production workshop", and has long insisted on giving a lot of financial support to tobacco farmers. As the main raw material base of Hongta, Yuxi area now grows more than 6, mu of cigarettes all the year round, and the annual purchase volume is stable at around 1.7 million tons. The unique high-quality tobacco raw materials are transformed into the unparalleled quality and market energy of cigarette products, which is the resource strength behind Yuxi brand as the representative of Chinese cigarette fragrance.
The resource strength of the Yellow Crane Tower brand is more manifested in the scientific and technological innovation strength of Hubei Zhongyan, and behind the "elegant fragrance" is the strong support of the Yellow Crane Tower Science and Technology Park, which attracts the attention of the industry. The Yellow Crane Tower Science and Technology Park is an open and integrated scientific and technological innovation platform established by Hubei Zhongyan. It consists of thirteen institutes and one room, including Institute of Natural Herbal Flavor, Institute of Thin Film Application Technology and Institute of Filter Technology, and three extension parks, namely Hongping Shennong Herbal Garden, Yunpan Tobacco Ecological Park and Baiquan Science and Technology Ecological Park. Since its establishment in 23, the Yellow Crane Tower Science and Technology Park has been closely following the four strategic topics of tobacco breeding, cigarette flavoring, characteristic technology and harm reduction and coke reduction, and has implemented major special breakthroughs and continuously promoted independent innovation, which has optimized tobacco raw materials, made the flavor characteristics more prominent, greatly improved the product quality, and achieved fruitful results in the research on the "low harm and soothing throat" project carried out in cooperation with Courtyard University. Over the years, Hubei Zhongyan has always insisted on creating a new flavor style of Chinese cigarettes as the main direction, supported by the open platform of Industry-University-Research's three-in-one series, and based on patents, standards and characteristic techniques, and finally independently innovated the elegant and fragrant style, which was officially recognized by the tobacco industry conference in 28. Since the Yellow Crane Tower created the elegant fragrance style alone, it naturally became the representative brand of this fragrance type.
the resource strength of furongwang brand may have another unique aspect, which is characterized by excellent image communication and market operation under the guidance of brand marketing. Furong Wang has successively won the honorary titles of "China Well-known Trademark", "China Famous Brand" and "China 5 Most Valuable Brand", and is one of the top cigarette brands in China in terms of production and sales scale and brand awareness, leaving a good impression of "the treasure of the tobacco industry" in the hearts of consumers all over the country. While concentrating on the image and making the market bigger and stronger, Changde Cigarette Factory, its manufacturer, also pays attention to the research of cigarette technology and the improvement of the scientific and technological content of its products, which fully meets the various needs of high-quality production of Furong Wang. The enterprise has also formulated the standard product standards for the intermediate flavor, which ensures the stability of product quality and highlights the nature of cigarette flavor. Image and market are two important factors that Furong Wang relies on, which makes it a representative brand of intermediate fragrance.
exactly like this, China takes historical influence as the core, Yuxi takes the characteristics of raw materials as the core, Yellow Crane Tower takes scientific and technological innovation as the core, and Furong Wang takes image communication as the core, carefully creating their respective representative brand positions. Wang Zhi, the king of Huaxi Building, was honored as the "Four Heavenly Kings", which is well-known and deserved. The aroma type that reflects the taste-absorbing style actually represents the so-called "category" of products-the clustering of products with the same function or characteristics. Usually, there are many brands under a category. There are exceptions, that is, in its initial stage, a newly-created category will always be monopolized by a certain brand that founded the category for a long or short time, just as the elegant and fragrant category is monopolized by the Yellow Crane Tower at present.
nowadays, enterprises pay more and more attention to building new categories, because categories are more powerful, and new categories can give brands greater differentiation advantages, thus making better performance in the competitive market. Category construction is like the "highway" of brand development. If the highway is built, more cars will run. Therefore, the representative brands of categories will focus on expanding and extending their product lines, so that brands can gain more market benefits from product expansion. Based on taste geography and resource strength, the Four Heavenly Kings have built four categories of Chinese cigarettes, namely "clear, strong, elegant and medium", and expanded their categories through product line expansion, which is divided into two levels: high-grade tobacco market and mass fine tobacco market.
since 24, Huaxi Louwang has been developing new products with different prices and tastes to meet the needs of market segmentation, so as to build its own colorful product system. Today, the four heavenly kings have developed from a solitary product to a thriving "four big families" product system.
Chinese brands with a long history, as outstanding representatives of high-grade cigarettes, have been firmly in the first place, but they have never stopped developing new products. At present, it has five main sales specifications: soft package China, hard box China, 11mg China, full open China and China 5. Among them, soft package China and hard box China firmly occupy the main market with the same price, while Zhonghua 5 was launched in 27 to meet the demand of 5 yuan price market. Through these products, we can see that Chinese brands always adhere to the compound aroma type with strong aroma as the main tone, strive to create rich and full three-dimensional smoke aroma characteristics for themselves, and ensure their high grade by strictly controlling quality factors such as aroma quality, irritation and aftertaste.
Yuxi brand has won the favor of consumers with its unique fragrance style, and it is a traditional high-grade brand in China cigarette market. On the basis that soft and hard Yuxi has already sold well all over the country, Yuxi brand has successively added family members such as "Realm Yuxi", "Dacheng Yuxi", "Harmonious Yuxi" and "Shangshan Yuxi" in product development, and built a complete product system from 2 yuan/Tiao to 1 yuan/Tiao, thus forming its own structural protection barrier in the high-end cigarette market. 1 yuan's "Realm Yuxi" and 7 yuan's "Dacheng Yuxi" are based on the safflower, gold and gold in Yuxi's small producing area, fully demonstrating the profound connotation of the fragrant style, highlighting the expert appreciation quality of Yuxi cigarettes, which brings consumers a natural, fresh, elegant and aromatic feeling. Through product expansion, the market sales of Yuxi brand increased from 14, cases in 24 to 4, cases in 28, with an average annual growth rate of 3%.
Yellow Crane Tower, the founding brand of quietly elegant fragrance category, is a model for the development of high-grade cigarette products in China. “1916? The Yellow Crane Tower was launched at the price of 1 yuan/piece at the end of 24 and sold well in the national market as soon as it was launched. This product is praised as "the most concerned new product in China tobacco industry in 24" with its elegant temperament of low-key luxury, and won the China Excellent Brand Image Award in 24, becoming a banner of high-grade cigarettes. Yellow Crane Tower? In 1916, it pioneered the innovation of Chinese cigarette category and became the value benchmark of the industry. Then, Hubei Zhongyan developed 2 yuan/article price "Yaxiang? "Yellow Crane Tower" has consolidated the basic position of the Yellow Crane Tower brand in the high-end mainstream market, and enabled the brand assets accumulated in the high-end market in 1916 to be reflected in the mainstream price products. In the future, 8 yuan/price "all over the sky"? Yellow Crane Tower "and 3-5 yuan/piece price"? The Yellow Crane Tower has come out one after another. In 1916, the four major products, Travel all over the sky, Talk about Taoism and Elegant Fragrance, changed from complexity to moderation and then to simplicity, which expanded the category connotation of elegant fragrance, showed the interpretation of product personality by aesthetic design, met the aesthetic psychological and spiritual needs of the elegant people in the new era, and built the product family of Yellow Crane Tower. In the fifth anniversary of the creation of quietly elegant fragrance category, Yellow Crane Tower has sold 5 billion pieces nationwide.
furongwang, the representative brand of intermediate flavor, made its debut as a fine gift for National Day in 1994, cutting into the gap between the middle price of high-grade cigarettes at that time and 3 yuan. In the past 15 years, with its unique technology, Furong Wang has gradually built an intermediate fragrance category with mellow flavor and long lasting charm, which has made it the king of this price. Furong Wang seized the opportunity to continuously enrich products and upgrade its structure. Following the prestigious "hard yellow", it successively launched blue Furong Wang products such as "soft blue", "diamond" and "blue starry sky", which set off a "blue storm" in the national cigarette market and attracted many cigarette enterprises to imitate each other.
the above is the expansion in the high-grade tobacco market. The category expansion of the four kings also involves the mass fine tobacco market. Double happiness, Hongtashan, Hongjinlong and Baisha are the "blood relatives" of Hua, Xi, Lou and Wang respectively. The four kings have expanded their categories in the mass fine tobacco market through the product line expansion of their "blood relatives" brands, forming a structural layout with one high belt and one low. Double happiness, Hongtashan, Red Dragon, Baisha and Hua, Xi, Lou and Wang are all in the same strain in category style, and they are connected by blood in brand families. China brings double happiness, Yuxi brings Hongtashan, Yellow Crane Tower, Red Dragon and Furong Wang with Baisha, and the four heavenly kings are transformed into a binary "four big families" brand system. The three brands of Hongtashan, Hongjinlong and Baisha, with annual sales of 2 million boxes, have also made the categories represented by Yuxi, Yellow Crane Tower and Furong Wang expand massively.
In p>26, Hubei Zhongyan carried out the production of "Golden Shennong" flue-cured tobacco leaves and the base cultivation of "Herbal Flavoring Plants" in Shennongjia area, which made the elegant and fragrant products have a more solid raw material foundation. The "original ecology" tobacco leaves cultivated by the "new generation" products of Hongjinlong adopt harmless biological fertilizer and biological pest control technology, inherit the category genes of scientific and technological innovation of Yellow Crane Tower, and truly achieve low tar, low nicotine and low carbon monoxide by scientific composition collocation and modern technology processing. The "New Generation" 8-12mg adjustable focus series products of Hongjinlong with low coke and free radicals will be on the market soon, which will definitely inject "new generation power" into the traditional pattern of fine tobacco market and become "new generation choice". <