Text / Hong Min
"Rooted in the landscape of xiangxi, adhere to a rich ingenuity, and hold high a cultural wine flag."
2021 is the beginning of the "14th Five-Year Plan", the complex and changeable environment has prompted the liquor industry to enter a rational development cycle, and many liquor companies will take "steady progress" as the general tone of future development. In the same year, a phenomenon-level enterprise also appeared in the liquor circle - liquor.
Recalling the brand actions of the alcoholic liquor last year, from the official landing of the national standard of the tulip liquor to the construction of the core production area of the tulip type, from the single ride of the wanli to the "drunk" series, from the internal reference seminar to the fu yu hui, when we returned to the basic attributes and competition logic of liquor, we found that the liquor was using these actions to connect a picture full of imagination.
Cultural drunkard, Wenhui Guanyuan. When we look at this quality benchmark from Xiangxi, we can also tell more people that drunkard liquor is not only a inheritor, but also an innovator and leader.
Therefore, the Sugar and Wine Newsletter will conduct an annual review of the liquor from the multi-dimensional level of culture, aroma, circle layer, etc., and then spy on the true essence and realization path of the liquor to carry the "first brand of Xiangjiu".
Culture in the bones The drunkard in the bones
Sishan, Sishui, Slovak.
Xiangxi culture has a long history, and the high mountains and rivers here constitute an independent geographical and cultural space, giving birth to a unique Miao, Tujia and Wudu culture. Everyone has a Xiangxi in their hearts, which is waiting in Shen Congwen's book, vivid in Huang Yongyu's paintings, floating in the fragrant wine, slowly fermenting in people's hearts, becoming a poem and a distant place to be yearned for.
Xiangxi is located in the world-famous golden winemaking belt, with unique natural geography and human history advantages, where ecology, soil, grain, water quality, brewing technology and folk culture make Xiangxi wine culture famous in the world.
Wine reflects the national personality and humanistic plot of the Xiangxi people. Born in Xiangxi, the drunkard liquor is the master of xiangxi culture, and it is like heavenly brewing. With the blessing of Xiangxi culture, drunkard liquor has created two top cultural IP with the most discussion and topic in the industry: "Drunken" Series and "Ten Thousand Miles Single Ride".
From April to June 2021, Drunkard Liquor, together with National Geographic of China and Hunan Provincial Museum, held the "Drunken Xiangxi - Landscape humanistic image exhibition", which comprehensively displayed the beauty of "nature", "humanities" and "change" through the expression of Xiangxi culture, and led the audience to explore the Xiangxi in everyone's heart. In September, the drunkard liquor once again joined hands with China National Geographic to hold the "Drunken West Lake - Landscape and Humanities Image Exhibition", one is the Huxiang terroir blocked by mountains, and the other is the southeast shape of the Yanliu Painting Bridge, and the two civilizations that shine from afar are destined to sparkle different sparks when they meet together.
The two touring exhibition activities of the "Drunk" series aim to continuously interpret the spiritual core of "freedom, true self" of alcoholic liquor and China National Geographic, which strongly resonates with the innovative spirit and creative vitality of young people.
As the business card of Xiangjiu, the connection between alcoholic liquor and Xiangxi culture has long been engraved in the genes. As Shan Jixiang commented: "Why is the drunkard wine delicious? The answer is three words: cultured. Why can drunkards leapfrog in 2021? The answer is still three words: culture. ”
All along, drunkard liquor has placed its own culture and philosophy in the terroir and humanities, and discovered and transmitted the brand personality with the help of continuous interaction and collision with other carriers. "Ten Thousand Miles And a Single Ride" is a cultural tandem, and with this IP, the charm value and perception of drunkard liquor have been continuously strengthened.
In January 2021, the first season of China's first world heritage-revealing interactive documentary program "Ten Thousand Miles to Ride Alone" officially launched under the exclusive title of Alcoholics Liquor. Throughout the season, the show walks into 12 World Heritage Sites, showcasing the unique value of heritage sites in an all-round way and writing world heritage stories that belong to a young perspective. According to third-party statistics, the secondary spread led by alcoholic liquor generated up to 1.1 billion traffic.
In December, the second season of "Ten Thousand Miles alone" was launched. Before the broadcast, Drunkard Wine invited Shan Jixiang and Li Shuke, editor-in-chief of China National Geographic Magazine, calligrapher Zhang Xuguang, and opera performance artist Wei Chunrong to launch the attitude blockbuster "World Heritage in Life, Culture in bones", which jointly dismantled the value of "heritage" through multiple dimensions such as heritage, geography, calligraphy and opera. This season, Shan Lao will walk into eleven cultural heritage sites across the country with star guests, continue to write the voyage of ten thousand miles to protect the world cultural heritage, and pay tribute to the years of civilization with wine in a glass.
Alcoholics use rich social interaction experience methods and entry points that meet the needs of young consumers to vividly interpret the guardian world heritage culture, and deeply participate in the co-creation of program content, which is the deep integration and vivid interpretation of Chinese wine culture and world heritage culture, and this cultural connection and survival is also an important reason for the further penetration of drunkard wine to the C-end through "Ten Thousand Miles Single Ride".
With the two major activities of "Drunk" Series and "Ten Thousand Miles Single Ride", the alcoholic liquor further completes the IP expression, and the efficient allocation and innovative interpretation of this resource make the cultural value of the alcoholic liquor more full, and it is also a key part of the "alcoholic culture" to move towards the "cultural drunkard".
Tulip-type national standardization
Alcoholics carry the flag xiang liquor revitalization
In the first half of 2021, the most popular part of the liquor industry is that the fu tulip type has become the eleventh national standard of Chinese liquor, which also means that under the leadership of the liquor, the Xiangjiu with the tulip type has entered the shaping stage of the core production area.
But the birth of an incense-type national standard is behind the accumulation of years.
In the 1990s, tulip liquor has gradually matured. In 2007, the tulip style was determined, and in 2008, the alcoholic liquor was certified as a "National Geographical Indication Protected Product" with the tulip type. Until 2021, this new liquor flavor type has officially reached the height of the national standard.
"The ability of alcoholics to participate in the formulation of national standards is an important sign and milestone towards a first-class enterprise." Long Yongtu, chief negotiator for China's accession to the WTO and former secretary general of the Boao Forum for Asia, commented on this matter.
For alcoholic liquor, the establishment of the aroma type is not the end, but a new starting point, for the next market development to remove obstacles, enhance product competitiveness, the value of the tulip category to create a high degree of brand differentiation, laying a new position for liquor in the industry.
Looking at the development and evolution of the liquor industry in the past decade, let us clearly understand that the production area is the source of all quality and cultural stories, and it is also the key to supporting the longevity of the liquor brand and fully releasing the competitive advantage, which is fully illustrated by the rise and growth of the Renhuai production area under the hot sauce wine.
How to reawaken the advantages and resources of the Xiangxi baijiu production area and rely on the most representative resources and methods at present is a topic that must be considered on the road to the revitalization of the production area, and in 2021, the breakthrough and interpretation of this topic has brought continuous surprises to the drunkards.
In the 14th Five-Year Plan, the Xiangxi Prefecture Government proposed: adhere to the quality improvement and development of advantageous industries, put the liquor industry at the top of the nine industrial chains that are focused on building, and make every effort to build "China's tulip liquor core production area" to make the liquor industry chain bigger and stronger. COFCO Liquor also proposed in the 14th Five-Year Plan to focus on supporting liquor, and carry forward the "tulip" to become the mainstream aroma of liquor juxtaposed with strong, clear and sauce, and at the same time, as the leading enterprise of Xiangjiu, liquor will also carry the banner of the revitalization of Xiangjiu, and promote Xiangxi to become the core production area of China's tulip liquor.
In September last year, the construction of the third new production area of liquor was officially started, which is a landmark project to build the core production area of China's rich tulip liquor, and is also a major strategic measure to accelerate the revitalization of Xiangjiu with liquor as the leader.
In addition, in terms of infrastructure, Xiangxi is also moving towards the era of high-speed rail and aviation in 2021, and the tourism marketing and experience marketing of the rich and fragrant liquor production areas will provide huge development opportunities for the integrated development of wine and tourism, and provide flanking protection for the revitalization of the production areas.
The new chapter of the tulip type, opened by the drunkard wine, will also be led by the drunkard wine. It is foreseeable that with the acceleration of the process of the national market for liquor and the continuous creation of the core production areas of China's rich tulip liquor, the liquor brand represented by internal ginseng will usher in a round of rising boom.
Circle blasting
The consumer side of alcoholic liquor "evolutionary theory"
At present, China's liquor competition is gradually from the channel end to the consumption end, in this top competition, user cultivation and circle layer construction has become the top priority, and the liquor has also successfully entered the game in 2021 through the "Fu Yu Hui" and "Internal Reference Value Seminar", aiming to provide a strong backing for the national market for the liquor to develop.
For the alcoholic liquor, the tulip is the vitality of the brand, but also its core competition, if the liquor is refined into a core selling point, it is definitely a tulip. In the name of "Fu Yu", Fu Yu Xiang constantly gathers core consumer groups and excellent dealers, continues to export brand cultural value with high intensity, and strengthens the interaction and recognition between brands, consumers and channels, and "Fu Yu Hui" has accumulated a strong potential energy for the long-term development of alcoholic liquor.
"Fu Yu Hui", which is based on the region as the unit, led by the manufacturer, relying on internal reference and drunkard brand publicity activities, aggregates industry opinion leaders and core consumer groups, creates a platform that integrates "service, exchange, cooperation and win-win", and continues to convey the beauty of "Fu Yu" to the market, thereby enhancing the cultural value of the alcoholic liquor brand.
In 2021, the alcoholic liquor "Fu Yu Hui" will make full efforts, successively landing in North China, Central Plains, East China, Southwest China, Xiangbei, Shonan and other regions, further increasing consumer sales investment in C-end operation innovation, and building an integrated atmosphere of terminals in liquor stores, restaurants and supermarkets. And with "Fu Yu Hui" as a platform, we will continue to strengthen the integration of online and offline.
With the gradual realization of the future nationalization journey of "Fu Yu Hui", it will also become a new trend of the development of the liquor to break the brand circle, the tulip category out of the circle, and the Hunan liquor culture circle, and then realize the new journey of the strategic development of the liquor.
Under the marketing path of the circle of alcoholic liquor, the "internal reference value seminar" can also be described as wonderful in the whole year last year. In the whole year of 2021, the internal reference will carry out 11 value seminars in 11 cities across the country, participating in nearly 10,000 customers, and continuing to affect consumers in the core circle.
As a high-end liquor in the industry, internal reference needs to continuously strengthen its own high-end cognition, and the deep experience and perception system brought by the "internal reference value seminar" is to lead consumers to reach the value core of internal reference.
After the successful creation of the value seminar, the focus shifted to accurate docking of consumers, the drunkard innovatively launched the regional market small promotion meeting, internal secret banquet, secret tour three major IP activities, while focusing on the sports circle at the circle level of activities, coordinating with local government departments, grasping the precise consumer population, through the activity as the carrier, output brand and culture.
Through continuous promotion activities, cooperation activities, terminals and customers in various forms of activities to promote brand output, so that China's high-end cultural liquor liquor is known, recognized and accepted by more consumers.
Because these colorful brand IP are innovatively created in terms of tonality and presentation, they can accurately output the brand language, form a wide resonance in the core circle and complete fan cultivation, which is also in line with the main theme of the current liquor high-end market "robbery war".
Whether it is "Fu Yu Hui" or "Internal Reference Value Seminar", it has become an innovative case of high-end liquor brand tonality and circle marketing, and with the expansion of high-end liquor market space and the improvement of competition intensity, we will further recognize the industry value of these two dynamic IP.
Chinese liquor has a basic success logic, that is, the brand and the region are deeply concluded, the production area is used as the unit to present the characteristics of the enterprise, and the circle layer is the goal to show the quality style, and one of the best enterprises can also integrate the customs and customs of the land and build a cognitive system that integrates corporate culture and quality benchmarking.
Such a process is being staged in Xiangxi, and we should go deep into Xiangxi, the place where the past, present and future of the drunkard liquor is hidden.
Source | Sugar & Wine Newsletter (ID:tjkx99)