Li Zhenjiang Lin Lin
In the process of reshaping the discourse system to create a cultural IP, domestic wine should follow a core: Chinese culture, think about four dimensions: interpersonal, intergenerational, mental, and emotional, and achieve four goals: region, scene, situation, and experience. It is hoped that Chinese culture will empower the development of Chinese wine, and domestic products should be self-reliant.
China is an important wine producer and consumer in the world, and data show that in 2021, China's wine production will be 136,000 kiloliters, an increase of 1.5% year-on-year. The China Commercial Industry Research Institute predicts that in 2021, China's wine consumption will rise to 867,000 kiloliters.
In this context, we can truly feel that at present, the wine marketing process has invested too much In Western cultural symbols, too much emphasis on scenes and rituals, demanding tasting methods and food matching, emphasizing compulsion, leaving consumers with a high-end stereotype. In the whole wine context and discourse system, Chinese characteristics and China's profound cultural heritage are not reflected, and the Chinese people are accustomed to understanding wine as an imported product, and can only imitate it step by step.
With the upgrading of consumption, domestic wines need to reconstruct the discourse system of domestic wines in the future high-end field to seize market share, create a content super IP of domestic wines, and enable the whole industry to gain industrial confidence and cultural self-confidence. Chinese wine must reflect on itself, find its own cultural genes in China's long history, and walk out of a road of de-Westernization to attract the attention of the world.
According to the current world wine pattern, it can be divided into the old world and the new world, the old world is based on the old European countries, and the keywords can be summarized as terroir; the new world can basically be regarded as the colonial relics of the former, and the keywords can be summarized as the inheritance of the former.
China obviously does not belong to these two, according to the relevant literature records, China's grape cultivation can be traced back to the Zhou Dynasty, although the grape varieties currently used to make wine are basically Eurasian species, but rooted in the land of China will be conquered by the strong assimilation ability of Chinese culture, the following is some thinking about the IP of Chinese wine culture, the right to throw bricks and jade.
At the recent Global Old Wine Festival, a set of Scotch whiskies with the "Han Xizai Night Feast" by Gu Hongzhong, a Southern Tang dynasty painter in China during the Five Dynasties period, was auctioned for 70,000 yuan.
To further understand the British wine company named Roman Lake,D. Su Wei, we found that there are several series of commemorative limited liquors based on Chinese cultural elements, including the commemorative series of Zi Ugly Yin Hour series with the hit drama "The Twelve Hours of Chang'an" as the background, and the Twelve Golden Noodles series with the classical novel "Dream of the Red Chamber" as the element, which are unique and eye-catching throughout the exhibition.
Coincidentally. In recent years, The Japanese Wines Yamazaki and Baizhou, which have begun to rise in China, have deeply won the recognition of the Chinese people and become an important promoter of their hot sales just by reflecting the Chinese character elements on the wine label.
The world-famous brand Lafite brewed in Penglai, China, the wine Ofte, and the Moët Hennessy Group in Shangri-La, Yunnan, Ao Yun, etc., all have a strong core of Chinese cultural elements, and these examples make people inevitably have the illusion that it is not a foreign monk who can chant the sutra. And what about the Chinese scriptures?
Under the background of the rise of China's great powers, the global eyes are focused on China, domestic products are confident at the right time, domestic wine should be more unyielding, in the commemorative wine, large single products, limited bottles and other brand wines actively absorb the essence of Chinese culture, broaden the brand width and length.
Culture is by no means a small wine label can be reflected or transformed, it is the carrier and content of IP, is the core of the scene, is the new construction of the entire marketing, a glass of wine culture is the soul, in order to highlight the difference to improve recognition, so that the brand stands out, leading the way.
Using good culture and telling good stories is the core value of establishing a domestic wine discourse system, which is a long road, but it is worth trying.
Interpersonal: Chinese emphasis on ethics, circles, and relationships, which directly constitutes the social and life trajectory of Chinese. In these trajectories of Chinese, culture is the link, wine is the medium, in the key context of the combination of interpersonal and wine, you can refine a word to summarize the underlying logic here, that is, "bureau". "Bureau" is an important cultural symbol in the interpersonal exchanges of the chinese people, setting up bureaus, organizing bureaus, and creating patterns have become the core of interpersonal exchanges, and the "bureau" has long become a powerful background board in the wine industry.
Combined with the analysis of domestic wine, from the beginning of product design to consider the suitability, the product can be separated from the audience, for different "bureaus" for application adaptation, can also be inclusive in the form of large single products to adapt to multiple "bureaus", from Chinese culture to find points to join the design, wine label design can be highlighted, the scene construction to the image close to the theme, the formation of event effects, and truly create a Chinese wine "bureau" cultural IP.
Intergenerational: China is a country with a large population, the intergenerational population base is huge, and the integration between different generations is weak, and a "root" word should be emphasized in intergenerational stratification. Chinese culture is the "root", with the root to control the system, the difference between generations is coordinated, so as to organize the implementation of the Chinese wine intensification, large single product strategy, with two words to summarize the underlying logic is "distance and gathering". "Distance" represents personality and expression, "gathering" represents commonality and integration, finds the gene of communion and commonality in culture, and creates the root of national culture of domestic wine.
Mind: Marketing is a process of seizing the minds of consumers, and in the initial "first sight" effect and continuous consumer cultivation process, mental occupation has always been dominant.
In general, in the dimension of the mind, we can focus on two key words, that is, "attention and revelation". How strong domestic wines are attracting attention, so that they bring their own traffic and lead to topics in many brands, this appeal must be found in culture. Our culture does not lack timeless genes, tonality can not be said to be not high, on the basis of effective combing, combined with the advantages of their own production areas to improve the appeal structure, to create a clear mental occupation chain, effectively attract, pay attention to and have a revelation effect on consumers, increase the texture and thickness of the brand.
Emotion: The emotional construction of the brand is a high-level appeal, and Baijiu Jiang Xiaobai effectively stimulates consumer feelings at the copywriting level, thus becoming a phenomenon-level liquor product. There are many follow-up imitators, but the market always rewards pioneers, which is tantamount to imitating followers.
The underlying logic of brand sentiment construction can be summarized into two key words, "feeling and expression". Individuals, groups, and society will have emotional desires, and need to use the outside world to give targeted reference media to trigger nostalgia, domestic wines should be keenly aware of this, and combine the common emotional elements in the culture to trigger recognition, to create a unique, emotional brand IP.
Region: China's mountains and rivers splendid, the land is vast, in the vast territory, the regional characteristics of the Chinese are extremely obvious, the local land is the mark of the Chinese, the region itself is ip attributes, domestic wine is rooted in China, we must grasp and extend the regional value, in the history and culture and geographical culture to draw nutrition, "the national is also the world", in the brand communication and promotion, reach the region of this strategic element, triggering the largest consumer population recognition and attention.
Scene: Brand in the scene application of this level, culture is an important element of the promoter; in the promotion process, culture is the root of brand differentiation, such as banquet scenes, you can find application elements in culture, family banquets, red and white events, etc., can correspond to culture, joy and funeral culture, etc., it is important to seize the commonality of consumer cultivation, large scenes to guide small scenes close to consumers, combined with the characteristics of the brand itself with culture to empower the brand, multi-scene construction, from social to life, broaden the brand ecological path.
Situation: Wine is a wine that pays great attention to the situation, the situation is the precursor of the mood, the brand side through the construction of the scene to effectively trigger the consumer situation construction, so as to produce a strong sense of involvement, in the mood to match the corresponding brand wine, the impact on brand loyalty is far-reaching. In order to form a high-end competitive advantage, domestic wine must pay attention to reaching the consumer situation, so that consumers can taste in emotions and soothe emotions in body odor.
Experience: Experience is a comprehensive investigation of the brand, in the narrow sense, it can be benchmarked against the brand's experience store and a tasting meeting, and in a broad sense, it is a sense of identity that allows consumers to participate in reality. Doing a good job of experience is the result of multi-dimensional operation, and the brand side needs to visualize key elements such as scenes and human settings in the aforementioned four dimensions of thinking, and invest resources in a timely and appropriate manner to strengthen the experience to achieve the purpose of deep recognition.
In summary, in the process of reshaping the discourse system to create a cultural IP, domestic wine should follow a core: Chinese culture, thinking about the four dimensions of interpersonal, intergenerational, mental and emotional, and access to the four target regions, scenes, situations and experiences. I look forward to the strong empowerment of Chinese culture for the development of Chinese wine, domestic products should be self-reliant, and my generation will not wait! (The author is a senior partner of Hejun Consulting, the general manager of the liquor business department and the consultant of the liquor business department of Junjun Consulting)