Text / Hong Min
Editor / Lee Sen
Sauce wine culture feast, ready to go!
After experiencing the fission-type development stage, from the core production area to the key brand, the sauce wine category has begun to update the development thinking: branding, segmentation and multi-dimensional empowerment will gradually become the mainstream trend of category development, and emerging forces are ushering in the opportunity to overtake in curves.
With the transformation of "sauce wine fever" from category-driven to brand-driven, how to inject differentiated advantages into the original value logic, and upgrade the focus of brand creation from the production area and process narrative to the cultural dimension, becoming the key to the decisive victory of the new brand of sauce wine.
The Forbidden City Imperial Dining Room Wine Industry, which debuted with the advantage of being a precise latecomer, is in this talent competition from quality to culture, bringing new value experience and wealth opportunities to practitioners.
Looking at the evolution trajectory of the entire industry, the reconstruction of the cultural function of liquor and the establishment of cultural beliefs have become a compulsory course that liquor companies must dig deeper. On the basis of category potential energy, the Palace Palace Palace Restaurant Wine Industry harvests sustainable momentum based on long-term development, which is the key to its brand investment value.
Extreme cultural talent, grab the new track of sauce and wine
Push open the gate of the Forbidden City and gain insight into a new world of sauce and wine. Authoritative brand endorsement and irreproducible cultural genes have made the Forbidden City Imperial Dining Room wine industry surpass at the beginning.
In 2000, the Palace Museum and the No. 34 Supply Department of the Beijing Municipal Food Supply Department specially established The Guizhou Imperial Palace Imperial Dining Room Liquor Co., Ltd. on the banks of the Chishui River in Guizhou Province, selecting decades of aging base wine, using traditional technology, retaining the production formula of the Imperial Palace Wine, combined with modern advanced technology, and developing and blending the Imperial Palace Imperial Dining Room Wine.
In order to meet consumers' higher-level demand for sauce wine, the Palace Palace Imperial Dining Room Wine launched the "Guigong Royal Meal" series of wines in 2022, once again providing consumers with a new cultural sauce wine experience, which also means the rebirth and rise of the "Palace Cultural Wine" category.
With the return of sauce wine to rationality and enter the stage of brand growth, the exploration and practice of cultural depth and aesthetic thickness, as well as aesthetic cultivation and expression, are becoming an inevitable trend under the outlet, and the Forbidden City Imperial Dining Room Wine Industry is following the trend and is using a complete set of cultural and aesthetic systems to seize and lead this new track.
Under such an opportunity, the appreciation-level aesthetic interpretation and the expression of the thick cultural core have become the two key elements of the core value of the Imperial Dining Room Wine of the Forbidden City.
The design concept of the Imperial Dining Room Wine of the Forbidden City is to make the breadth and subtlety of traditional Chinese culture clearly perceived. The use of Baoyue bottle, one of the top ten traditional bottle types in China, interprets the solemnity and atmosphere of the product in the glittering color. The use of the Eight Treasure Pastel Technique makes the dark eight immortal patterns, tangled branches, treasure phase patterns, Shou character patterns and other ornaments on the bottle delicate and beautiful, vividly conveying the ancient charm.
And these exquisitely carved traditional patterns contain colorful cultural allusions and beautiful meanings, so that the entire product series is full of artistic aesthetic style, but also to give new life to traditional culture, so that traditional culture with a vivid and flexible posture, be remembered and inherited.
For example, the "Taoist Eight Treasures" represent the spiritual realm pursued by Chinese Taoists and express the meaning of auspicious longevity; the holy and dignified baoxiang pattern alludes to the Buddhist charm; in addition, the dragon pattern that highlights the noble and sublime power, and the palace flower and bird paintings full of leisure interest and elegant atmosphere have greatly enriched the visual and tactile experience of the Imperial Dining Room wine series of products in the Forbidden City.
And all of this is far beyond the ultimate experience brought by a bottle of sauce wine.
The Imperial Palace Palace Wine extracts the essence from the vast cultural relics assets of the Forbidden City, supplemented by top skills to make the culture exquisitely presented, proud of the liquor industry with the beauty of craftsmanship, the beauty of shape and meaning, and the beauty of ingenuity, and leads the subdivision of "Palace Culture Wine" to deliver vigorous cultural vitality and profound artistic value to consumers.
From the cultural dimension to the commercial space
Create a new benchmark for sauce wine investment
From the perspective of future trends, the sauce wine industry and market scale will be further expanded, and some data show that in the next five years, the sales revenue of sauce wine will exceed 300 billion yuan, and the industrial profit and market profit (including the circulation field) will exceed 150 billion yuan. Therefore, for distributors looking for opportunities, they should take advantage of this key node to select potential brands and new categories with growth attributes in order to continue to share the dividends of sauce wine expansion.
Some insiders believe that the current development of the sauce wine category is in the rising period of "optimization and differentiation", some speculative and trade sauce wine brands will be eliminated in the market competition, and some brands with distinctive characteristics and occupy the leading position in the field of subdivision categories will achieve curve overtaking. Only by choosing a good category and choosing a good brand can dealers have the opportunity to continue to share market dividends, and now that the head brand of sauce wine has entered the stage of "excellent business and business selection", most dealers have little chance of fighting for the agency right of the head brand.
In the current liquor market, the sauce liquor subdivision track represented by the palace culture has not yet formed a leading brand, and has a broad market space. The Forbidden City Imperial Dining Room Wine, which occupies the IP of the palace culture, has the potential value of the non-replicable competitive advantage, and also provides an excellent choice for distributors to enter the sauce wine and quickly occupy the head of the category.
If the endorsement of the core production area of sauce wine and the adherence to the traditional brewing process provide a pass for the Forbidden City Imperial Dining Room Wine to enter the sauce wine track, then the in-depth practice in the field of aesthetics and culture provides this new force with the absolute strength to lead the "palace culture wine" category.
Under the market background of promoting cultural self-confidence and digging deep into the value of the sauce and wine category, the Imperial Dining Room of the Forbidden City has its own brand logic and development potential with its high recognition, its own topic attributes and innate palace culture genes and product tone, and is expected to become a new benchmark for this subdivision category.
As a cultural boutique derived from the blessing of traditional culture, the Forbidden City Royal Dining Room Wine has an experienced and scientific management operation force behind the strong talent gene, and escorts the long-term cooperation and long-term profit between dealers and brands under the long-term cooperation concept and zero-risk cooperation mechanism of the brand.
From this point of view, from the cultural dimension to the expansion of commercial space, the Forbidden City Imperial Dining Room Wine Industry has built a complete growth system, and is ready to explore the future together with dealers who judge the situation, and a cultural feast that sweeps the sauce wine category is ready to go.
Source | Sugar & Wine Newsletter (ID:tjkx99)