The sweatshirt brand launched by the "National Goddess" Lao Gan Ma has landed on the New York Fashion Week, the newly opened "Zero Shop" of the long-established pastry brand Daoxiangcun has become a check-in point for Internet celebrities, and the sub-brand "Shabu Bureau" launched by "China's time-honored brand" Donglaishun has successfully entered the young market... More and more long-established brands are in the process of keeping and changing, and they are accelerating the "turning red".
As a unique mark of the city, the long-established brand has won the favor of many consumers with its feelings and quality. However, when a new generation of consumers gradually become the main force of consumption, some old brands have fallen into a business dilemma, and the traditional cultural connotation and brand value cannot make them "moved", so the old brands represented by the liquor market have begun to seek new changes.
Following the old dry mother sweatshirt and the Donglai Shun Shabu Bureau, the Beijing Erguotou donkey kicking horse quickly became popular, exceeding 100 million yuan in half a year
In the strifeed light bottle wine market, there are many long-established brands that focus on emphasizing their own "golden signboards", which cannot revitalize the new consumption track and walk off the altar.
Therefore, with a century-old history, Yongfeng Yaofang and a post-90s guy join hands to create the "Beijing Erguotou No. 1 Plan", and after three years of brewing, the launch of "Donkey Kicking Horse Beijing Erguotou" (hereinafter referred to as "Donkey Kicking Horse") is strongly shortlisted in the light bottle wine market, and its optimistic and generous, interesting and informative brand value is welcomed by young consumers, and the market valuation is only half a year after listing for hundreds of millions of yuan!
Qin Nan, founder of the "Donkey Kicking Horse" brand, believes that in order to eliminate the "old-fashioned" and "old-fashioned" traditional liquor in the hearts of young people, it is necessary to cater to the preferences and needs of consumers in the Z era, both retaining the "original taste" and achieving "doing what it likes".
Product, face, love, three points "reshape" the old brand
As a liquor upstart standing on the outlet of new consumption, Donkey Kicking Horse is precisely with "high quality", "high value", "high feelings" and civilian price referred to as "3 high and one flat" products to quickly open the market, with a dark horse posture in the light bottle wine market successfully occupied a place.
At the beginning of the business, Qin Nan, who has been in the industry for 8 years, knows that the quality of products is the top priority to retain consumers. After much deliberation, Qin Nan believes that old trees have sprouted new shoots and should be innovated on traditional liquor. In order to better ensure the taste, Qin Nan took care of Maolu and invited the Chinese wine appraiser to brew it himself, and after hundreds of evaluations, he got this "delicious and not on top" taste.
Packaging is the key to young people's choice, so in the packaging, a change in the liquor "solemn and serious" stereotype, the choice of emerald green base, donkey laughter of the distinctive design, not only let consumers shine, but also become a very representative unique logo of the brand.
Not only that, the distinctive name of "donkey kicking horse" is both historical and brand characteristics. It contains the allusion of Jinlan Wine, the predecessor of the second pot head, "not only does not get drunk on the donkey, but makes the donkey kick the horse", and also has the brand spirit of "optimism, kindness, persistence, and a little bit two" given to the brand by Qin Nan.
In addition, before the listing, it adhered to the original intention and chose the civilian price segment of 30-40 yuan, so that more consumers can drink good wine.
Not only is it good to drink or not to get drunk, marketing can also play "tricks"
In order to penetrate the market, Qin Nan and his team relied on their industry experience of several years of deep cultivation to choose to adopt a new marketing model of "online digitalization + offline refinement" to get close to young people and quickly tear open the market gap.
Online, the distinct image of "Donkey Brother" is deeply rooted in the hearts of the people, around the theme of "donkey and horse" short videos, funny memes active in major Internet platforms, but also with "Jigong Descending Dragon Descending", "Our New Life" and other popular film and television works; offline advertising around major business circles, through the mode of in-depth distribution successfully entered hundreds of millions of families.
Aiming at young people, "Donkey Kicking Horse" knows that brand rejuvenation is the trend of the times, and it is also the only way for the old brand to move from "pop red" to "long red".