The Spring Festival of the Year of the Tiger is getting closer and closer, and the happiness of reuniting with your family is getting closer and closer. Many Hangzhou people, as well as new Hangzhou people who are ready to stay in Hangzhou for the New Year, are already busy with Zhang Luo's New Year goods these days.
Hangzhou people like to be lively, every New Year's Festival, relatives and friends gathering, liquor as a must-have new year goods, used to entertain guests, treat themselves, or send elders, send friends, is an indispensable "atmosphere group" on the Spring Festival table of Hangzhou people. Recently, we walked around the major liquor markets and counters in Hangzhou and found that the high-end liquor market has become lively early, and the peak sales season of the Spring Festival stalls has obviously arrived.
As a "regular customer" on the Spring Festival table of the Chinese people, Wuliangye launched a series of New Year activities this year to present consumers and help the New Year flavor to become stronger.
There are many gifts for buying wine in the New Year, and the consumption activities are strong in the year
Speaking of good wine, I believe that the first reaction in most people's minds is Chinese liquor. For example, Wuliangye, the typical representative of strong aromatic liquor, takes sorghum, rice, glutinous rice, wheat and corn as raw materials, brewed with ancient process recipes, and has been passed down for more than a thousand years since the Tang Dynasty, mellow and plump, delicate and luscious, becoming a model of aromatic liquor.
Hangzhou people who grew up in Jiangnan Water Town, although their personality is gentle and introverted, but when they drink liquor, their favorite is still high wine. Taking Wuliangye as an example, the best selling wine in Hangzhou is a 52-degree high wine. The clerk of a Wuliangye store in Gongshu District, Hangzhou, said that the most popular Wuliangye in Hangzhou is mainly the eighth generation of Wuliangye, the classic Wuliangye, and the gold Wuliangye, and some old customers are not these three wines, "Recently, because the Spring Festival is coming, there are many customers to buy every day, the eighth generation of Wuliangye sells particularly well, drinking or giving people are very face-saving." ”
According to him, Wuliangye specialty store also launched the "Wufu Chengxiang" New Year gift box this year, because it meets the personalized needs of many consumers, and it is currently very popular.
In addition to personalized products, consumers who buy wine during the Spring Festival this year can also participate in the "Set Fu Card, Win Fu Gift" activity, from now until January 28, consumers search for the "Wuliangye Specialty Store Cloud Shop" Mini Program through WeChat, collect five Fu Cards of "Ping An Fu, Struggle Lu, Sports Shou, Contented Jubilee, and Heqi Cai", you can get a lucky draw ticket, the prize includes 50 yuan cloud store wine purchase coupon, Jinzhuo Mantang gift box, 2580 yuan Wuliangye • Yuanding Jingsheng (ring model), 1.5L classic Wuliangye worth 9999 yuan, etc., have a 50% chance of winning the lottery.
In addition, consumers who come to the store to buy two bottles of classic Wuliangye, one box of the eighth generation of Wuliangye or one box of gold Wuliangye have the opportunity to receive a limited edition "Jihu Yingruifu Gift Box".
The "new" year has a "heart" intention, and the online and offline linkage is more intimate
Mr. Zhou, a senior marketing expert in the liquor industry in Hangzhou, said that the Spring Festival is the most popular season of alcohol consumption in the year, from the current market trend, high-end liquor is relatively better to sell in Hangzhou, low-end liquor is not easy to sell in traditional sales channels, which is mainly low-end liquor is divided by various e-commerce platforms, the amount is also shrinking, there are more and more new Hangzhou people, these new Hangzhou people are basically high-end consumer groups, the quality of life requirements are also higher.
Mr. Zhou also said: "Among the high-end liquors, the most purchased by Hangzhou people is mainly the aromatic liquor represented by Wuliangye. Although the attention of sauce-flavored liquor is relatively high, there are too many new brands at present, and the fish and dragons are mixed, making it difficult for consumers to distinguish. ”
Judging from the recent Hangzhou market, the price of high-end liquor before the Spring Festival is as firm as in previous years, but in order to send the "new" year "heart" to the majority of new and old customers, Wuliangye will continue the concept of "Spring Festival does not close", online and offline linkage, multi-platform and multi-channel joint efforts, to provide consumers with convenient and warm wine purchase services.
Consumers in METRO, RT-Mart, China Resources Vanguard, BBK, Gome, Carrefour, Bailian, Dennis and other stores, to buy designated Wuliangye products, each consumption of 1666 yuan can participate in a lottery, prizes are worth 298 yuan worth of small gift boxes and 1688 yuan worth of gift boxes.
If you don't want to go out, you can buy Wuliangye by sitting at home and using your fingers. This year, Wuliangye online launched the "Wuliangye New Year Goods Festival" activity, consumers only need to board the Tmall Wuliangye official flagship store, Jingdong Wuliangye official flagship store, WeChat Mini Program Wuliangye official flagship store, Jingdong self-operated, Tmall supermarket, Suning self-operated, Douyin Wuliangye official flagship store" and other platforms, you can buy Wuliangye products. At the same time, consumers will also have the opportunity to receive limited Chinese New Year gifts such as "Panda Wine Gift Box" and "Sifang Nafu Ru Kiln Tea Set".
At the same time, during this year's Spring Festival, Wuliangye's "Prosperous China Banquet" activities will continue to be carried out nationwide. If consumers have wine needs such as wedding banquets, birthday banquets, full moon banquets, reunion banquets, and celebration banquets, they can receive an altar of 5L banquet collection wine by ordering the number of gold-loaded Wuliangye, Wuliangye 1618, 39 degrees Wuliangye to reach 3 pieces or more, and the number of banquet tables to reach more than 5 tables.
The consumer experience continues to improve, and it continues to lead the high-end liquor market
In addition to the above-mentioned rich consumption activities, Wuliangye also focused on circle marketing during the Spring Festival this year, launched a variety of consumer cultivation activities, and strengthened and improved the consumer experience.
For example, Wuliangye seized the spring peak season to continue to carry out large enterprise visits, cooperated with merchants to visit 5,000 key enterprises, and maintained more than 10,000 VIP consumers.
At the same time, the cultivation activities focusing on VIP consumers are also in full swing. On the one hand, Wuliangye has created a "VIP exclusive tasting meeting" to accurately target VIP consumers to spread wuliangye brand culture and pass on the value of Wuliangye wine. On the other hand, focusing on the high-end product "Classic Wuliangye" for consumer cultivation, in 2021, Wuliangye launched the "Classic Through Time and Space" classic Wuliangye Exclusive Tasting Meeting in Hangzhou, Jiaxing, Ningbo and other cities, inviting nearly 60 core consumers to attend the event.
In fact, Wuliangye has a deep friendship with Hangzhou City. In recent years, sponsored by the Propaganda Department of the Hangzhou Municipal Party Committee of the Communist Party of China (Civilization Office), Yibin Wuliangye Co., Ltd., the Hangzhou Municipal Committee of the Communist Youth League, etc., the Wedding Ceremony of Wuliangye Rose in West Lake, China, has added excitement to the love capital of Hangzhou and has been loved by the citizens of Hangzhou. At the same time, Wuliangye's brand culture concept has also been interpreted and highlighted in successive wedding ceremony activities.
Over the years, Wuliangye has been practicing the mission of "carrying forward historical inheritance, brewing and beautiful life", and the "Hemei" culture it transmits is in line with the Spring Festival "Hemei" and "Hemei" pursued by Chinese.
In the eyes of industry insiders, Wuliangye's New Year series of activities not only provide consumers with the convenience of buying wine during the Spring Festival, but also enhance the consumer service experience, which is an important factor for Wuliangye to continue to be favored by people, and it is also an important reason for Wuliangye to become popular in the Hangzhou market on the occasion of the traditional Chinese New Year festival every year.