Text / Hong Min
Tell the story of Yangshao well and highlight the Chinese style.
The evolution of the liquor industry in the past decade has made us clearly realize that industrial concentration will become the main trend in the future, and it is also the key to supporting the longevity of the liquor industry and fully releasing competitive advantages. As far as regional brands are concerned, how to grasp the right direction at a time when the industry adjustment and change are most intense has become a topic that regional brands need to think about. However, this topic is being broken and interpreted by Yang Shao, a leading enterprise in Yujiu, this year.
In 2021, Yangshao Wine Industry relied on Yangshao culture to establish its own cultural marketing system, and through the creation of a series of cultural IP activities, completed the historical and cultural expression of brand inheritance, cohesive strength, external image shaping, and established its unique core values of Yangshao.
Under the marketing layout of Yangshao, the number of banquets in Yangshao Liquor Industry in 2021 has achieved rapid growth again than in previous years, breaking through 900,000 tables in one fell swoop, covering more than 10 million consumers, occupying a pivotal position in the Henan liquor market.
Standing at the beginning of the new year, Sugar and Wine Express sorted out Yangshao's efforts and achievements in 2021, in order to find the reasons why this regional brand has long been sitting on the "Yujiu Leader" and the core secret of widespread industry praise.
Seize the high-end to achieve marketing breakthroughs with IP culture
Yangshao culture, with a history of 7,000 years, is the first dawn of Chinese civilization. Due to the discovery of the fire, the ancestors of Yangshao began to move from Ru Mao drinking blood to slash and burn, firing the original pottery and brewing the earliest wine in China. The brewing culture of Yangshao Wine is the sum of brewing history, humanistic feelings, brewing techniques, wine art, and wine stories.
Yangshao cultural characteristics of the pottery house koji, clay fermentation, pottery distillation, pottery altar storage of the "four pottery process", as well as the world's representative of China's first impression of ceramic art, are condensed into a bottle of the most original, purest, the most Chinese wine, to create a unique Chinese liquor pottery symbol - Chinese pottery incense.
With the blessing of Yangshao culture, the series of IPs created by Yangshao Wine Industry in recent years have also been presented.
In 2019, yangshao wine industry strategic big single product caishifang tianshi wine strategic marketing activity - "tianshi feast" kicked off, focusing on showing the unique value of the painted pottery tianshi wine, presenting the living inheritance of the winemaking cultural heritage, interpreting the living beauty of wine culture, and playing the brand strong sound of "becoming a big thing, responding to the heavens".
In 2020, we will cooperate with big businessmen in depth to carry out the "Faience Pottery Workshop Tianshi Famous Artists Forum", jointly carry out cultural marketing with celebrities, and help cultural inheritance and product sound and effectiveness.
In 2021, yangshao wine industry and Henan satellite TV jointly created the "Dragon Boat Wonderful Tour" and "Qixi Fantastic Tour" has become a phenomenon-level IP, dominating the screen Weibo hot search, through exploring the creative transformation and innovative development of traditional Chinese culture, so that "Yangshao Pottery" stands out in the blowout cultural IP, becoming a very unique cultural symbol in Henan.
All along, Yangshao Wine Industry is putting its own culture and concept in the terroir and humanities, with the help of continuous interaction and collision with other carriers, discovering and transmitting brand personality, and these activities are the tandem of culture, with this IP, Yangshao Wine's charm value and perception have been continuously strengthened.
Stand at a high-end level and achieve a marketing breakthrough for cultural IP. In 2021, Yangshao Wine Industry will always adhere to the high-end quality of Tao Rongxiang, through careful planning of the "three meetings and three banquets" strategy, accurately seize the hot spots and focus of Henan, and make strategic moves of transformation and development and breakthrough with high-end, specialization and differentiation, so as to achieve marketing breakthroughs under the classic cultural IP.
The C-end is at the top, the second pole of Yangshao's growth
At present, the competitive environment of liquor has gradually changed from the channel end to the consumer side, and the construction of circle layers and user cultivation have become the top priority, and Yangshao Liquor industry has also successfully entered the market through a series of activities in 2021, accumulating strong momentum for consumption cultivation.
In 2021, Yangshao Liquor Industry has successively carried out the activity of "Faience Pottery Into Famous Enterprises", successively entered hundreds of famous enterprises such as Henan Wujian, communicated and exchanged, and frequently carried out conference activities with major governments and businessmen inside and outside the province to cultivate key opinion leaders. At the same time, it organizes and carries out 1v1 tasting sessions to create an immersive and experiential marketing model, establish a brand image, and cultivate core consumer groups.
Yangshao Liquor also actively embraces the trend of new media, and joins hands with Douyin Big V to explore the wine code of the Faience Pottery Workshop, helping core consumer groups to feel the charm of Yangshao at close range, which has become a well-known topic in Henan media circles.
At the same time, in order to better maintain the relationship between manufacturers and build a community of common destiny, Yangshao Wine also organizes customers to participate in outdoor activities such as equestrian exchanges and industrial tours of Yangshao Winery, maintains core customer groups, contacts customer emotions, and deeply cultivates consumer loyalty.
Not only that, Yangshao Wine Industry is even more rapid in 2021, frequently appearing in important activities inside and outside the province. For example, the 2021 Yellow Emperor's Hometown Worship Ceremony in April, the 5th Global Cross-border E-commerce Conference in May, the Confucian Culture Promotion Conference held at the Henan Provincial Museum in July, the China Beidou Application Conference and the 10th Annual Conference of China Satellite Navigation and Location Services in October, and the Henan Top 100 Enterprises Launch Event in December, etc., have participated in a total of 2,500 government affairs activities in a year, with an average of 7 per day.
In terms of brand promotion, Yangshao deeply cultivates the provincial market and carries out high-density investment in core crowded places such as high-speed rail stations, airports, and communities.
From the perspective of the current C-end model of wine enterprises, the core is to continuously build scenes through new technologies and new concepts, and constantly narrow the emotional distance between enterprises and consumers, so that the two sides can interact with each other, recognize each other's values, establish brand image, and cultivate core consumer groups.
Yang Shao: The flag bearer of Yujiu revitalization
There is such a saying in the wine industry, "Those who win the Central Plains will win the world", which is enough to see Henan's position in the territory of China's wine industry.
Similarly, Yangshao also occupies an important position in the Henan liquor industry, mentioning Yangshao has to be reminiscent of "aroma fusion", in 2008, after nine grains and nine steaming, four pottery craft brewing, innovative launch of a new category of "multi-fragrance fusion" represented by the faience pottery. In order to carry forward the Yangshao culture and Yangshao wine culture, the company named it Taoxiang type.
Today, the Taoxiang-type winemaking craft project has been rated as "the overall technology has reached the international leading level" by the China Light Industry Federation and the China Liquor Industry Association, and has been identified as the thirteenth aroma type of Chinese liquor.
Innovation in categories also helps enterprises move from "quantitative change to qualitative change". In August 2021, Yujiu Jinhua and Yinhua announced that Yangshao Liquor industry is located in the first place of "Jinhua" enterprises, which once again confirms that Yangshao is the leader of Yujiu's revitalization.
In addition to the innovation in categories, Yangshao is also constantly building around the wine industry, so that the company itself has embarked on a high-quality development path of transformation and upgrading. In May 2021, the first phase of yangshao liquor industry's 30,000-ton taorong liquor brewing workshop project was officially started, which ignited a new engine for Yangshao liquor industry to accelerate the construction of production capacity, expand the volume of production areas, and achieve high-quality development.
At the same time, the "14th Five-Year Plan" of Yangshao Wine Industry also proposes to join the "Digital Yangshao" in the next five years on the basis of the six major strategies of "Technology Yangshao, Quality Yangshao, Cultural Yangshao, Ecological Yangshao, Sincere Faith Yangshao, and Public Welfare Yangshao" to realize the digitization of consumption, channels, management, and the intelligentization and digitization of brewing.
2021 is the key year for the 100th anniversary of the discovery of Yangshao culture, under this node, every action of Yangshao wine industry has a far-reaching impact, looking forward to 2022 Yangshao wine industry will continue to help the high-quality development of Yujiu industry through brand building and innovative marketing, with the rapid transformation of the industry.
Source | Sugar & Wine Newsletter (ID:tjkx99)