~Date:~November 08~

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In Cuba, there are still a few brands left that resist themselves. The most powerful one is the Count of Monte Cristo, also called Montecristo. Montecristo is by far the most popular Havana cigar. Of course it is.

When Li Cong's healthy cigars didn't come out, now he could only persevere.

Previously, about half of the cigars exported from Cuba each year were of this brand, which had a simple brown and white label. This brand was introduced to the world in 1935 and is still produced in the upmann factory or partagás factory. It

The unique taste makes cigar smokers feel happy, and it has occupied a superior position among Havana cigars for 20 years.

In 1935, when Alonzo Menendez and Pepe Garcia founded the brand, they deliberately limited production and sales and only launched 5 sizes. At that time, they had just purchased it from the British Franco Company.

The Upmann brand focused on expanding its volume. The predecessor of Montecristo was Upmann's ontecristoselection series, which was placed for sale under the Denlu Company in New York. At that time, it was a very promising brand, and it was also a test for Mene.

The touchstone of Des's tobacco technology and Garcia's production knowledge. Later, under the influence of another British agent, John Hunter, this cigar brand got the simplified name "ontercristo".

Since the Franco Company was responsible for the sales of Upmann cigars and the Montecristo cigars could not be sold independently, the Hunter Company designed the eye-catching red and yellow crossed swords trademark pattern on the humidor. During World War II

, the sales channel of Havana cigars to the UK was interrupted, so the brand was mainly sold in Dunhill cigarette stores in the United States.

Film director Alfred Titchcock has been obsessed with Montecristo for a long time. He even regularly sent cigars to British friends who could not smoke cigars due to wartime material restrictions. After World War II, Montecristo added tubos.

size, otherwise the series would have remained the same. Shortly after the Cuban Revolution, the Menendez and Garcia families moved to the Canary Islands. However, a small number of Montecristo cigars are still produced on the island of Cuba, and are called by those who stayed on the island.

The legendary Joseph Manuel Gonzalez of "asinguila" is responsible for the production. To this day, he is considered to be the best cigar maker in Havana and the strictest supervisor in the eyes of cigarette workers. He is famous for maintaining Monteque

Risto cigars are highly praised for their consistent high quality and unique blends.

In the early 1970s, the brand added three new sizes: a and especial, and joyita, which were made based on aguito (., no.2, no.3). After that, the brand developed rapidly and became many

Entertainers, such as singer Tom Jones and British film mogul Lou Grard, are a favorite of Egrade. But success also brings some problems, such as ensuring the high quality of the large quantities of cigars sent to Spain.

Problem № Many people believe that high-quality cigars can only be bought in small markets such as the United Kingdom. However, when the Spanish National Tobacco Bureau and the Cuban Tobacco Bureau had a trademark dispute and planned to suspend the import of Montecristo cigars, Spain was

This almost led to a civil war. Montecristo cigars use a unique slightly oily brown wrapper with a soft smell. The flavor is medium-rich to rich. It has a unique and strong taste. Among them, No. 2 (torpedo shape) is very famous.

And it’s worth trying. Many old customers also think that the size of No.1(ervante) is slightly inferior.

The current boss of Count of Monte Cristo is an American. He used to earn at least 200 million U.S. dollars in profits from this brand every year. But in the past two months, he has only sold less than 3 million U.S. dollars in goods.

, these were all ordered by old customers, and those new customers have basically fallen into the arms of the energy group. At this moment, the boss Mort Randall was looking at the empty workshop, in a daze, how could he not

He couldn't believe it. Two months ago, this place was still very busy. Why would it be temporarily suspended two months later? In the past, he was always thinking about how to expand his production workshop. But now he wants to

This is not the problem at all. What he thinks about is how to maintain it. People from the energy group have come to him a lot, hoping that he can sell it all, and the price offered is not very low, at least for himself

There is no compensation, but I didn’t agree at the time. On the one hand, I felt that my brand would still survive, and this brand was founded by my grandfathers. If others told me to sell this brand, then

He is a complete prodigal, and besides, he is really not short of money.

"It's really sad. Please forgive me Mr. Randall. I didn't mean to barge in directly. I only came in because the guard at the door told me that I could come in. And I also registered in accordance with your company's regulations. I

He is the person in charge of cigars in Cuba at the Energy Group. You can call me Mr. Li. My people came to you two months ago and I offered $500 million to buy your factory and this brand.

You told me that you don't want to sell, now I'm offering 20 million US dollars, I wonder if you are willing to do so?" Li Cong said with a smile, it was the guy in front of him who blocked his great cause of reunification, even though he is now on the verge of bankruptcy.

But I can't give the other party any chance. You must know that a single spark can start a prairie fire.

"So you are that Mr. Li. Take a look at my factory. A factory run by three generations of our family has now become like this. Are you satisfied? Do you find it fun? Let me tell you, 20 million US dollars

I don’t care about a place that’s nothing to me. I still have a lot of industries in the United States. Even if I lose money every year, I will keep running this place. If you want me to sell it to you, just dream.” Randall

He stood up and said loudly, this guy is really a man. There are not many people who dare to reject the energy group like this nowadays, but he is considered a relatively tough one.

"Haha, there are so few businessmen like you now. I was joking just now. I thought you would sell your business after listening to what I just said. After all, if this month passes,

, I don’t think anyone will pay 20 million US dollars, but after listening to what you just said, I changed my mind. I will give you a chance to work in my company. I know that your family is engaged in this industry. If

If I give you a platform, maybe you will become the king of cigars in the world. And I can guarantee that your annual income will definitely exceed the 200 million US dollars you made before." Li Cong said with a smile. He has always been

I have investigated this guy's background. He has many industries in the United States, but none of them are very profitable. Moreover, this guy is not willing to run other things. He still prefers the one his ancestors left for him.

Industry, so Li Cong felt that he would receive this guy in his own name. He couldn't resist the temptation of this cigar king, of course, provided that everything he investigated was true.

"You mean to ask me to work at your place?" This guy's brain is not too stupid, and he quickly thought of Li Cong's idea, but this time Li Cong's abacus was wrong. This guy is not born with

Those who work for others, "Haha. Stop being delusional. I will not work for my enemy. Stop dreaming. Even if I go bankrupt, I will still protect our family's property." This guy said firmly,

After saying that, he just left regardless of what Li Cong said. After such a long time, Li Cong has really rarely seen such a person. This person is really interesting, but even if this guy doesn't come to help him, the energy

The group's cigar industry has also begun to be launched globally. At this time, Li Cong suddenly came up with the idea of ​​establishing a luxury brand. Some of the products operated by the Energy Group are already luxurious enough. If they are all gathered together, it will definitely

It will be very profitable.

In short, a luxury brand is a brand that serves luxury goods. It is the highest level brand in the brand hierarchy classification. In life, luxury brands enjoy a very special market and a high social status. In commodity classification, it is related to luxury.

The counterpart of luxury goods is mass commodities ≥ Luxury goods are not only goods that provide use value, but also goods that provide high added value; luxury goods are not only goods that provide tangible value, but also goods that provide intangible value. For luxury goods,

In other words, its intangible value is often higher than its visible value.

The brand charm of a luxury brand is that of wealth and luxury. Luxury (uxury) comes from the Latin word for "light" (ux. Therefore, luxury goods should be shiny, bright, and enjoyable. Luxury products are identified through their brand visuals.

The system conveys these contents. From a sociological perspective, luxury goods are items belonging to the aristocratic class. They have status, status, and superior privileges. They are the representative of the image of the aristocracy. Although society is becoming democratized nowadays, people

The "view of wealth" has not changed, and luxury brands can just meet people's instinctive needs.

In the eyes of Western consumers, the British "Rolls-Royce" car is a symbol of aristocratic cars. The extra-long "Phantom" launched in 1925 was selected by the Queen of England as a special car and used as a way to receive foreign heads of state.

The Cuban "Romeo" brand, which has been supplying cigars to the United Kingdom since 1875, later created the "Churchill" model with the length (7.48) of Prime Minister Churchill's favorite cigar, and it has long been a world-famous cigar.

So it can be said with certainty that the "wealth" element is the core value of luxury brands.

Luxury goods must be the most beautiful products. No matter how many aesthetic consciousnesses people have, there is only one kind of luxury goods, and that is "praise when you see it". The products served by luxury brands must be the "highest level" and the "highest level"

"It must be reflected one by one from appearance to quality. The high-end nature of luxury goods should be visible. Because people are amazed by its beauty and luxury, it can bring glory to the owner. Therefore, luxury goods should provide more

The "visible value" - it makes people look good. Those who buy luxury goods are not pursuing practical value at all, but are pursuing the "best" feeling for all mankind.

This is true for "Vacheron Constantin" watches; so is "Dior" fashion. "Cartier" jewelry, which was born in Paris in 1847, not only represents class, wealth, nobility and taste, but is also a symbol of eternal beauty. Italian "Bulgari" jewelry

The brand initially followed the rigorous style of the French academic school. However, in 1934, it integrated the essence of Greek and Roman classicism, and added the forms of the Italian Renaissance and the 19th-century Roman goldsmith school, gradually deducing its own unique luxury classics.

.So, products without aesthetic enjoyment are not luxury goods.

Luxury brands are often proud of themselves. They constantly set up the banner of personalization and create their own highest realm. "Mercedes-Benz" pursues top quality, "BMW" pursues driving pleasure, and "Rolls-Royce" pursues hand-made products.

, "Ferrari" pursues sports speed, while "Cadillac" pursues luxury and comfort. They are unique and show their talents. It is because of the personalization of the products that creates reasons for people to buy. It is also because of the nature of luxury goods

Personalization is very different from mass products, which shows its noble value.

France's "Afite" wine was already quite famous in the 14th century. At that time, it not only required a 10-year storage and aging period, but also the Bordeaux region's late climate, gravel soil, and average grapevine age of 40 years, making it

The flavor is mellow and fragrant, delicate and different. A bottle of "Chateau Lafite" wine produced in 1787 was sold at Christie's auction house in London in 1985. The transaction price was US$1.6 million, becoming the most expensive wine in the world at that time, but this record is now

It has been completely defeated by Great Wall Wine of the Energy Group, and the back of the head can no longer be seen. Therefore, luxury goods often create unique product forms. Personalization makes them each lead the way.

Luxury brands are very specific and cannot be easily extended and used at will. The so-called specific positioning of a brand means that the brand only serves a certain product or a certain type of product. And the brand classification level cannot be changed ≥ luxury brands cannot

Develop a marketing strategy for popular brands. It is difficult to see a luxury brand being used across multiple industries and achieving the same success. Brand diversification itself is a taboo in brand management. Li Cong wants to combine multiple companies in the energy group

There is still a lot of risk involved in bringing together luxury goods.

In the 1960s, "Pierre Cardin" clothing changed from customization to widespread franchised production. It is no longer a real luxury product.

Mr. Pierre Cardin once said: "I am an adventurer like James Bond (the British agent codenamed 007 in the movie)." It is precisely in this way that this costume master not only purchased the Maxim restaurant, but also

It once extended its brand to the wine industry and produced a batch of "Pierre Cardin" wines, but it failed. Marketing is regular. If "BMW" dares to launch a shampoo, "Procter & Gamble" will definitely be happy and generous. Therefore.

.Do not change the nature of the brand and maintain its positioning and value. This is a very difficult task for luxury brands.

But in fact, real luxury brands have deep roots, and some luxury brands have existed for hundreds of years. After a long period of testing, their main products have been deeply rooted, and it is natural to derive more products at this time. dir

Brands such as Dior, Fozens, Ouisvuitton and Louis Vuitton all span different industries.

To create a sense of distance among the public, a luxury brand must create a feeling of being out of reach. It is the mission of luxury brand marketing to make most people feel unattainable. In terms of market consumption positioning, luxury brands serve a small number of "rich people" ≥ Luxury

Consumers of luxury goods are even less willing to use a product that everyone has. Therefore, to maintain the sense of superiority of target customers, we should make the public feel distant from them. Distance creates beauty. Luxury brands must constantly set up consumption barriers to exclude the public.

Consumers are thousands of miles away. There is a huge contrast in the number of people who know the brand and those who actually own the brand. This is the charm of luxury brands.

A common method to create a "public sense of distance" is to raise the price threshold, adopt an ultra-high pricing strategy, and use extremely high prices to make people feel inferior. The price of a 9-meter-long "Cadillac" car is US$600,000, which is about 3 million yuan.

Renminbi; the lowest price of the popular "Rolls-Royce" Phantom car on the market is 460,000 US dollars; the top-level Ferrari Enzo is priced at 650,000 US dollars and is still unavailable in the queue. So for most people, luxury brands can only be "dreams"

s brand.

Historical reputation is also an important connotation of luxury brands. The cultural value of luxury brands is very high. This cultural value of a brand mainly comes from its historical reputation. The longer the history of a product, the richer its cultural connotation will be.

From the perspective of brand traceability, the brand is determined by blood. The British "Chivas Regal" whiskey comes from the Chivas Regal (ivas) brothers in the town of Aberdeen, Scotland in the 19th century; the Chinese "Maotai" liquor evolved from the "Lai's" in the town of Maotai, Guizhou

Family. In 1929, a man named Lai Yongchu inherited the "wolfberry sauce wine" brewing method in Maotai Town in 135 AD during the reign of Emperor Wu of the Han Dynasty and built the later famous "Hengchang Shaofang", which was the earliest

Moutai has a brand name. China's "Dahongpao" is known as the "Emperor's Tea" because in ancient times, a student went to Beijing to take the exam and became critically ill at the foot of Wuyi Mountain. Fortunately, the monks rescued him with tea from the temple and he became the top scorer in high school. Another chance encounter

The queen suffered from abdominal distension and pain, and the imperial doctor had no skills (Yuan offered tea. After drinking it, the queen recovered from her illness. The emperor then gave the tea tree a "red robe". So the tea tree's tea leaves were immediately worth a hundred times. From this, we realize that a luxury product is only

Quality is not enough, you must tell more brand stories.

From the perspective of production management, luxury goods are "top quality" products manufactured using "precious raw materials" and "mysterious craftsmanship". The founders of "Rolls-Royce" Rolls (RS) and Royce

(rye) is called the perfect combination of "the most advanced material provider" and "the most advanced technology applicator". They only use the best cowhide from the "Scandinavia" peninsula and the "Lombard" plateau of Italy

The best walnut wood from the forest, and only pure handcrafts are used to manufacture car interiors. The Swiss "Piaget" watch was produced in 1874. In the 1960s, it was the first to use colored gemstones such as black onyx, turquoise and lapis lazuli as its surface.
To be continued...