In 2014, Luzhou Laojiao Special Qu 60 Edition (hereinafter referred to as The Special Qu 60 Edition) was born in the deep adjustment period of the industry, which was a "miracle trick" for Luzhou Laojiao to cope with the policy environment and market changes at that time, and soon became a phenomenon-level product with a high degree of topicality in the collective pressure stage of the wine industry.
At the end of 2017, Luzhou Laojiao set up a brand revival group, with Liu Miao, secretary of the party committee and chairman of Luzhou Laojiao Co., Ltd., as the group leader; Lin Feng, deputy secretary of the party committee and general manager, as the deputy group leader, and officially established the 60th edition of Luzhou Laojiao special qu as the "banner product" of Luzhou Laojiao brand rejuvenation, officially kicking off the prelude to brand rejuvenation.
Perhaps no one realized at the time that it was such a "unintentional willow" product that could become a pioneer who deeply influenced the industry and spawned a new category in the future. It is precisely because of the 60th edition of the special song that the word "reproduction" has been written into the history books of the wine industry and has become a keyword for an independent branch.
In this regard, "New Food" magazine launched the "Special Planning" feature "Nugget Replica" in 2018, and used a long article of 10,000 words to describe the huge market value and industry significance contained in the word "reproduction". As the most market-expressive and comprehensive value endorsement product in the current category, the 60th edition of Tequ is undoubtedly the absolute protagonist in this field from the perspective of birth time, volume scale, operation strategy and development prospects.
It is reported that the sales volume of the 2021 sales year of the special qu 60 version in the national market has approached 2 billion, so from the perspective of market scale and industry impact, the special qu 60 version is undoubtedly the current "first brand in The Chinese famous wine reproduction category". With the further establishment of status and benchmarks in the industry circle and the consumer circle, it also means that the sub-high-end large single product of the 60th edition of Tequ has once again entered a new stage.
Below we will start from the three key words and three advantages to present the transformation and persistence of the king of the category of the 60th edition of the special song.
Three key words: feelings, famous wine, story
The so-called replica product refers to the product that the enterprise has copied its own launch, with collective memory, market scale or word-of-mouth satisfaction, which is not only a reproduction of the appearance and temperament of the copied product, but also a tribute and upgrade to the classic. From the perspective of image and value core, the fork product is a kind of accurate "reproduction"; but from the perspective of positioning and marketing, the fork product is a comprehensive innovation and transcendence.
Sentiment is the market. From the listing of the 60 version of The Special Qu (including the 80 version of the Special Qu), it can be seen that as a positive response to the policy environment at that time, Luzhou Laojiao chose the "Gongnong Brand Special Qu" that has a deep memory among consumers to reproduce it, so that the Special Qu 60 version can quickly enter the market, greatly reducing the communication process between new products and consumers.
The reason why we can regard the 60th edition of Tequ as the "first brand in the category", in addition to the operation and deep cultivation of the replica products in Luzhou Laojiao in terms of time, the most important reason is that it took the lead in exploring the core value of the reproduction products in the liquor industry, and gradually rose to the strategic level.
In fact, in other fields, the value and market potential presented by "feelings" have been fully tapped, such as the common replica costumes and sneakers, remade games, remade movies, replica watches and so on in recent years. Just like the retro coat in the Korean TV series "Squid Game" that was popular all over the world before, it once again triggered the emotional memory of the Chinese people and ignited the enthusiasm of the merchants.
In the 60th edition of the special song, it can be seen from the early spontaneous dissemination and promotion of consumers that the key to the rapid formation of word of mouth and volume is the rapid activation of the emotional value contained in the product. The memories of the quality and scarcity of this product, such as "old county magistrate" and "wine ticket purchase", have been continuously awakened, and the number of users in the circle has been rapidly expanded.
As a material and spiritual dual consumer product with profound influence and running through Chinese life, liquor is inherently emotionally valuable, especially in the long historical development process, many classic products with national or local influence have been born. Luzhou Old Cellar relies on the thinking and exemplary value brought to the industry by the 60th edition of the special qu, first of all, it is to take the lead in comprehensively exploring and landing the continuous cultivation value behind the feelings, so that the products that once withdrew from the historical stage can regain their vitality and provide great help for the strategic breakthrough of the current enterprise.
Famous wines are priceless. The reason why the 60 version of the special qu can make consumers pay the bill and fully understand its current price positioning and value attributes, in addition to the memory awakening and emotional resonance mentioned above, the fundamental reason is the consumer's recognition of the value of Luzhou Laojiao Chinese famous wine, which also makes it an important force in the current Luzhou Laojiao brand rejuvenation strategy.
In the development process of Chinese liquor, Luzhou Laojiao is naturally an extremely important existence, especially in the decades after the founding of New China, Luzhou Laojiao has become the driving force for the comprehensive development and comprehensive growth of China's fragrant liquor. Historical imprints such as "Luzhou Laojiao Daqu Wine", "Liquor Huangpu Military Academy" and one of the three pilot units are the best interpretations of "authentic and fragrant" and "originator of strong fragrance".
As a classic product that carries the memories of several generations, the Gongnong brand special song is naturally an important carrier of the identity and quality cognition of The old cellar chinese wine in Luzhou, from the leader's love for it to the "old county chief" label widely circulated in the industry circle, it has become the "recommendation letter" that quickly pry opened the market after the 60th edition of the special song was re-engraved.
It is understood that the intact special music of the workers' and peasants' brand is often hundreds of thousands of yuan in the auction house and collectors, so under the price comparison, the 60 version of the special song can obtain the basis for value upgrading. In March this year, Luzhou Laojiao Nostalgic Wine Marketing Co., Ltd. also issued the "Notice on the Implementation of Vintage Pricing for the 52-degree Conventional Packaging of the 60th Edition of the Special Qu", which officially launched the policy of implementing the year pricing of the 52-degree Luzhou Old Cellar Special Qu 60 Edition of the Conventional Packaging based on the date of packaging production.
Behind the increasing scarcity of bottle storage vintage wine resources, it is undoubtedly an important proof that the 60th edition of Tequ has been carrying out quota control and maintaining the health and sustainable development of the channel, and it is also another embodiment of the value thickness and full premium right of Luzhou Old Cellar as a famous wine in China.
Word-of-mouth effect in stories. As an important force that stands out in the 60 version of the special song, the word-of-mouth effect is indispensable, which seems to provide the best template for later reproduction products. Looking back at the three years after the release of the 60th edition of Tequ, the main force of the initial quality promotion and product promotion of the product was not the official of Luzhou Laojiao, but the senior consumers of liquor from Luzhou and subsequently Sichuan-Chongqing region.
Liquor products that are drunk or held out by consumers naturally have the vitality of continuous growth.
"Mystery" is a significant feature of the first few years of the birth of the 60th edition of the special song, because there is not much official expression, speculation about the background of the birth of the product and the composition of the wine body, has become a weapon to promote the continuous heating of the brand, which is based on the rich story and the interesting conversation with the wine table, but also makes this product from history more differentiated and recognizable.
As mentioned earlier in the Sugar and Wine Newsletter, the 60th edition of Tequ is to tell the story of "quality, simplicity, and nostalgia", so it has achieved a big business, and there are still a lot of articles on the Internet that discuss the body and quality flavor of the 60th edition of Tequ, and it is a first-line evaluation from consumers. This is the key point that many liquor reproduction products are committed to excavating and even creating, but behind the seemingly simple consumer logic of the 60 version of Tequ, it is inseparable from the time and place and people, which is also the key to its growth path is difficult to copy.
Three major advantages
Adhere to the determination, tactical matching, continuous innovation
When we fully understand the three keywords in the growth stage of the 60th edition of Tequ, we can truly understand its confidence and self-confidence in carrying the banner of "the first brand in the Chinese famous wine reproduction category". At the same time, the three major advantages of the 60 version of Tequ in brand management and market operation are the basis for its courage to show such positioning.
The "first brand" certification on the 60th edition of Tequ is manifested in three aspects: the earliest innovation exploration and rule making, the most comprehensive and scientific strategy and tactical practice, and the most positive market feedback and consumer cognition. Especially with the continuous upgrading of pricing, image and strategy in the past 3 years of the Special Qu 60 edition, the "tailor-made" strategy adhered to by the nostalgic company has also been better superimposed.
Stick to the concentration and adjust efficiently. After the first two or three years of word-of-mouth accumulation period, the Special Qu 60 edition quickly entered the strategic operation stage, and continued to maintain the exploration and strength in brand creation and market expansion, becoming more and more a force to be reckoned with in the sub-high-end camp of Chinese liquor, and its position in the product matrix of Luzhou Laojiao was also more prominent.
From beginning to end, the 60th edition of Tequ has a clear positioning of its own value, as the basic attributes and core selling points of replica products, it has not changed due to the upgrading of market scale and strategic mission, and maintains a healthy and efficient development strategy.
Especially at the market level, in order to maintain its competitive advantage in the sub-high-end field, nostalgic companies adjust prices in real time according to the market situation in an orderly manner, firmly adhere to the sub-high-end core price band, and at any time according to the implementation of sales tasks and dealer inventory timely regulation and control policies. It is precisely because of the firm implementation of offline group purchase and quota system from the beginning of the listing that the special qu 60 version has truly become the backbone of Luzhou Laojiao in the sub-high-end field, and has completed the transformation from a strange soldier to an ace.
It can be seen that the 60th edition of Tequ continues to use innovation and brand determination to maintain market vitality and healthy attributes, while strengthening consumers' full awareness of its value positioning and expression.
Tactical support and orderly advancement. In recent years, it has been a critical stage in the high-quality development of the 60th edition of Tequ, and nostalgic companies have continuously launched tactical actions to ensure that products can logically cope with the current more complex competitive landscape.
In 2018, the 60th edition of Tequ opened the national operation, officially entered the stage of super single product cultivation, and began to copy and expand from the rhythmic presentation of the Sichuan-Chongqing base market; in 2019, the nostalgic company upgraded the group purchase model again, incorporated the city partners and the city alliance body, implemented the survival of the fittest management for dealers and strengthened the collection of high-quality resources, and the 60th edition of tequ officially stepped into the 1 billion camp; in 2020, the exclusive brand activity IP "banquet" of the 60th edition of Tequ met with consumers. Once launched, it has become a popular IP in the industry with innovative expression and wonderful interaction.
Therefore, under the top-level design of healthy and efficient strategies, the framework of co-construction and sharing of manufacturers and the strategy of consumer cultivation, the 60th edition of Tequ will inevitably take advantage of the trend of concentrating on famous wines and high-quality brands in the liquor industry today.
Continuous innovation and benchmarking. In addition to quality, the brand is almost the biggest added value of liquor, so brand culture innovation is a very important direction for liquor innovation. The 60th edition of Tequ has grown from an initial opportunistic product to a current strategic force, which is inseparable from continuous innovation in consumer docking and brand expression. Because as the pioneer and leader of the category, the 60th edition of Tequ has always been responsible for opening up an exclusive development path for the famous wine reproduction category.
The continuous exploration and innovation of the 60th edition of Tequ is reflected in the brand creation and user cultivation. As early as 2017, Luzhou Laojiao Nostalgia Company customized the self-owned IP "Time" theme series of activities for the 60 version of the special song, building an immersive scene for consumers to fully release their feelings and evoke memories, thus further strengthening the most significant reproduction label and emotional value on the 60 version of the special song.
Since last year, the 60th edition of Tequ has been newly innovated ip "ceremonial banquet", with a high-frequency national landing, once again setting off a fork in the industry circle. By upgrading the traditional liquor cultural experience and the interactive way of tasting the banquet, the "Ceremony Banquet" strengthens the participants' awareness of integration, and highlights the "wine morality and wine fun" in the activities, forming a unique set of cognitive labels belonging to the 60th version of the special song.
In the future, with the expansion of the 60th edition of the national territory of Tequ, the demand for in-depth brand cultivation and innovative expression is still strong, as a sentimental product born with a story, to become a landmark brand of the sub-high-end belt of the crowd, continuous differentiation and value output is an inevitable measure. Since the beginning of this year, the 60th edition of Tequ has instigated a new round of deep-ploughing actions in the circle, and is also meeting with new and old consumers with new forms of expression and interactive content, maintaining its benchmarking cognition in the reproduction category and further consolidating the brand position.