Research on the Marketing Strategy of Joybo

DOI

10.2991/aebmr.k.220603.080How to use a DOI?

Keywords

Liquor industry; Young customers; Customers-centered; Copywriting marketing; Mild aromatic

Abstract

With the rapid development of China, more and more young people’s consumption power has become much stronger. They were eager to find a much more tasty and fashionable liquor band. And Joybo was designed for them and it has become very popular among young people in a short term due to its customer-centered and great marketing skills. The data in this thesis was collected from different sources including the public lecture given by CMO Mr.Ye Ming of Joybo, public reports and videos about Joybo on the Internet. Through detailed data about Joybo, we could find the reason of its success and SWOT (strengths, weakness, opportunities, threats). Joybo created SLP product code (smooth, light, pure), which makes it taste lighter, purer, softer, and delicious especially suitable for young people who have no interest in many spicy traditional Chinese liquor brands. Furthermore, the secret of Joybo’s success is mainly its great marketing skill such as fashionable copywriting marketing. Joybo, which has much less history compared to other traditional liquor brands such as Maotai and Wuliangye, has been very famous in the whole country, and even internationalization. Joybo saw the attributes of youth and had mainly aimed at the young market, this was why it has achieved rapid development in the market with extremely high thresholds such as wine.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Haiyan Yang
PY  - 2022
DA  - 2022/07/01
TI  - Research on the Marketing Strategy of Joybo
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 503
EP  - 506
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.080
DO  - 10.2991/aebmr.k.220603.080
ID  - Yang2022
ER  -