When Quanjude becomes a dog and ignores a cat, other old brands have sprouted new shoots from old trees, and recently another Chinese time-honored brand "bee flower" has broken into consumers' field of vision, becoming a hot spot on the Internet with simple messages. Under the new consumption, the old brand has been spelled out in order to turn the red: the sunbathing field of the old douban sauce in Pixian County, Sichuan Province; the traditional Chinese medicine coffee in Tongrentang; the new Internet red shop "Beiping Ice Factory" in the Arctic Ocean; the "No. 1 Plan" launched by Beijing Erguotou, and the Internet celebrity single product donkey kicking horse became famous in a battle...
In the new consumption era, the gap between mainstream consumers after 90 and 00 and traditional Chinese liquor is getting wider and wider, mainly in terms of appearance, wine taste and liquor culture, and it seems imperative to rejuvenate liquor.
To this end, many established distilleries and enterprises have begun to seek innovation, and Yongfeng Yaofang, one of the three major distilleries, is one of them. It just so happens that qin nan, a post-90s entrepreneur, is also worried about how to create a high-quality wine body that young people love to drink, and he believes that if he wants to make a wine that young people love to drink, he still has to find roots, and the old trees have new shoots, and the quality will have the most basic guarantee, so he visits major wineries.
By chance, he found Yongfeng Yaofang, and after saying his thoughts, the two hit it off. Immediately launched the "Beijing Erguotou No. 1 Plan", which is to create a ration wine that the people can afford to drink, which is very cost-effective and loved by young people.
The donkey kicking horse Beijing Erguotou (hereinafter referred to as "donkey kicking horse") is the product of the birth of the "Beijing Erguotou No. 1 Plan". With the "donkey second brother" thick AND cute IP image, it quickly exploded throughout the network, creating it into a new generation of Beijing erguotou super single. With the high cost performance of "3 high and 1 flat" as one, it quickly opened the market gap and entered dozens of district and county markets, and was valued at more than 100 million yuan by capital in just half a year!
In order to create a high-quality wine body, pure brewing technology is not enough, but also a pure brewing method. Therefore, Qin Nansan Gu Maolu invited the Chinese wine critic Gao Lianhua and The Contribution Wen couple to come out of the mountain. Innovate on a "Gold Award" wine to create a "soft, delicious, and untouchable" taste.
Donkey Kicking Horse adopts the bottle design below the upper circle, and each concave detail has been repeatedly polished by the design team hundreds of times to present a glass texture. The main vision is a cute donkey, very interesting, and attractive on the shelves.
The name donkey kicking horse is a very historical allusion and resonates with the spirit. It contains the historical allusion that the Jin Dynasty Jinlan wine "not only does not drunk the donkey, but makes the donkey kick the horse", and also contains the spirit of its founder Qin Nan's "optimism, persistence, and a little two", so that young people can feel emotional resonance while drinking. The pricing price of 30-40 yuan is to implement the concept of high cost performance of donkey kicking horses to the end.
Qin Nan, who has been deeply cultivating the industry for 8 years, is known as "the wine industry Xusanduo", he knows that the traditional marketing method has not had much effect on young people, so he has formulated a two-wheel model of "deep distribution + traffic detonation" for donkey kicking. Online through the "donkey brother" IP image in the traffic platform to attract attention, and consumers spontaneously participate in the spread. Cooperate with well-known film and television works, such as "My Hometown and Me", "Super Me", etc., and let consumers know about the brand of donkey kicking horse through eye-catching billboards.
Offline, the 100% opening of the jackpot benefits has become the material for consumers to spread verbally. Through various forms of marketing actions and content, a large number of sticky consumers, and even can be said to be fans of donkey kicking.
In the new consumption track, there is no eternal winner, who can understand and grasp the current consumer group, who can run faster and farther. #Baijiu ##贵州茅台 #