Text / Gao Jinhe
In this spring, liquor distributors have seen the rise of a new species that explores cultural connotations and has outstanding product design; senior liquor investors have seen the growth of a differentiated new product that is different from the existing market; and for entrepreneurs in the custom liquor industry, they have found a brand that has created a new era of liquor customization here - Jia Chunqiu.
On the afternoon of March 29, 2022, the "All Things Life Spring and Autumn 2022 Spring Trading Special Conference" was officially held in Chengdu Jinniu Park Home Spring and Autumn Life Aesthetics Hall. At this conference, the new sichuan liquor force "Jia Chunqiu" lit up the spring of Chengdu with her and positive response to the concerns of the times, a distinct brand appearance, and growth goals for the next three years.
Under the melody of the times of the strong revival of Chinese culture, representing the strong family thinking of the Chinese, as well as the universal feelings of this nation's "one family under the heavens", the spring and autumn of the home has been listed for one year, opening up a new era of Chinese liquor culture and aesthetics.
"New Generation":
Echo the call of the times and tap the value of "house wine"
In 2021, Chengdu Spring Sugar, "Home Spring and Autumn" officially debuted in Chengdu, in just one year, this new generation of liquor brand in its own cultural symbols through its own cultural symbols, marketing model innovation continues to bring surprises to the liquor industry at the same time, but also brought its partners a broader development prospects.
From the beginning of brewing in 2018, to the start of trial operation in 2020, to the official listing in April 2021, to the new marketing team in place and the announcement of the development plan for the next three years, the growth of Jia Chunqiu can not be described as rapid. Behind the rapid growth of this brand is its management team's accurate grasp of the needs of the times and the pain points of the industry.
"We're all in the midst of upheavals." At this special 2022 spring trading conference exclusive to the Home Spring and Autumn brand, Wang Qiang, founder of the Home Spring and Autumn brand, sighed.
In Wang Qiang's view, the epidemic since 2020 has reconstructed the development logic of the whole industry and even the whole society, and after the world has experienced such changes, the reshaping of values will become a proposition of the times. For enterprises, "all the business rules in the past will be broken, who can solve the social plan is likely to solve the business plan, who can shake the arm and stir up the emotions of the crowd will be able to get the tiger charm that summons tens of millions of people." ”
In this era when Chinese cultural self-confidence is gradually returning, doing an important thing on behalf of Chinese culture will surely bring greater business opportunities - this is exactly the concept that Wang Qiang brewed to create and operate the Spring and Autumn brand.
Before founding the Jia Chunqiu brand, as a senior creative person who has been deeply involved in china's wine industry for more than ten years, and also the president of Chengdu Liquor Industry Association, Wang Qiang once initiated and created the Qingmei wine brand "Bingqing" as a co-founder, which was a great success in the light wine market. In the more competitive liquor market, Wang Qiang has found a new opportunity.
In 2018, the liquor industry, like all other industries, has withstood the impact of the Internet, facing the test of "doing it again", and also facing a "big cycle" of "from old liquor to new liquor" and the rise of the new generation of liquor.
That year, Wang Qiang discovered "Home", China's largest and longest-lasting IP. A new brand that not only cares about the "small family" represented by the hundred families and the individuals living in the small family, but also cares about the unique eight-party common domain of the Chinese nation and the oriental universal feelings of the world family was born.
"We hope to use the brand of home spring and autumn to create a super symbol, the symbol of 'home' is very abstract, it is not easy to visualize it, but this IP and image advantages Chinese do not need to talk more in their hearts, just need to wake up." In the fall of 2021, Wang Qiang and Zhang Chaoyang, co-founder of Jia Chunqiu, said in the "First Interview" column of the Sugar and Wine Newsletter about the original brand design of Jia Chunqiu.
In the spring of 2022, Jia Chunqiu Wine announced its development plan for the next three years in its own aesthetic space: Jia Chunqiu Life Aesthetics Museum: by 2024, the operating income of Jia Chunqiu Liquor Industry will reach 500 million yuan, and 400 aesthetic halls (stores) will be opened across the country, fully caring for the wine scene of 400 million families in China and fully tapping the vast market of 100 billion.
"New Species":
Innovate business models and create a new track for the wine industry
As a spiritual drink Chinese, baijiu is born with a distinct cultural brand. As a new brand with a strong rise in the liquor industry, Jia Chunqiu carries a heavy cultural inheritance of "family wine", and through every detail of its operation process, it cares for the unique spiritual care and cultural pursuit of each visitor.
The "Home Spring and Autumn 2022 Spring Trading Special Conference" was held in the exclusive aesthetic space of home spring and autumn - the Home Spring and Autumn Life Aesthetics Hall.
This aesthetic space shows the visual beauty through the connotation of "capsule museum" and black technology elements, presents the beauty of taste through high-quality products and compound catering, and brings consumers a full range of aesthetic experience through rich ritual activities and high-value services, which has become the ultimate embodiment of terminal space innovation in the liquor industry.
"Home" is the "greatest common denominator" pursued by the Chinese spirit, for decades, there are many brands that exalt the "home" element, but the reason why home Spring and Autumn can become a real "Chinese house wine" is that on the basis of fully excavating the family culture, through brand expression and business model, it has created a series of "home aesthetics" expressions represented by the Home Spring and Autumn Life Aesthetics Museum.
In the "First Interview" in the fall of 2021, Zhang Chaoyang said: "As an industry insider, if we want to make our own products, every detail must be pursued to the extreme. Many attempts have not been done in this industry, and a lot of experiments need to be done, and finally gradually reach a relatively near-perfect state. ”
As a german red dot award design master, Zhang Chaoyang has served many famous wine brands since entering the liquor industry in 2013, creating a series of super IPs that are widely praised by the market and recognized by the industry. His "family bottle" designed for the spring and autumn of the home and the exquisite design known as "the most beautiful wine utensils in China's wine industry", innovative use of yard, eaves, tiles and other distinctive family culture elements, greatly strengthen the aesthetic value of this brand.
Based on the cutting-edge design of the home-type bottle, Jia Chunqiu also created the "C2M personal customization system", which cares about the wine needs of each family and individual; develops the omni-channel operation strategy composed of city partners, surname partners and individual partners; at the same time, Jia Chunqiu also actively expands the customization service of the e-commerce platform and deeply cares for the needs of consumers' family wine.
At the 2022 Spring Trading Special Conference, Sun Hang, Vice President of Jia Chunqiu, led the new sales team of Jia Chunqiu to make an official appearance.
Sun Hang said that in the future, Jia Chunqiu will clarify the positioning of "a new species of Chinese national tide liquor", dig deep into the liquor stock market through "100 cities and 100 merchants", and continue to expand the incremental market through innovative methods such as surname partners. Taking the three central cities of Beijing, Shanghai and Chengdu as the starting point, we will deeply cultivate strategic markets, develop key markets, develop development markets, and allocate different markets in various markets
"Insisting on doing the right thing in this era" is the driving force for the rapid development of the Spring and Autumn brand, and it is also the industry value of this "new species of liquor industry" to promote the aesthetic innovation of Chinese liquor.
"New Aesthetics":
Lead the aesthetic trend of the industry
Nowadays, as the new force of Sichuan liquor, Jia Chunqiu is proudly standing at the head of the tide in the torrent of the aesthetic era and leading the new direction of development of this era through the aesthetic empowerment of the national IP of "home", covering all aspects of aesthetic performance such as brand concept, business model, product design, etc.
The concept of "aesthetic consumption of liquor" advocated by Sugar and Wine Express believes that in the past few decades, liquor has experienced a step-by-step development process from the era of quality and culture to the era of aesthetics today.
Just as the cultural era should promote brand cultural expression on the basis of good quality, in the aesthetic era, cultural excavation is no longer an abstract symbolic expression, but on the basis of deep excavation of cultural connotations, make a warm response to the aesthetic care of consumers in their daily lives.
As far as the development trend of the industry is concerned, consumption upgrading is by no means simply the increase of commodity prices, but the comprehensive upgrading of consumers' emotional needs; the new era of comprehensive well-off requires a perceptual economy, and the performance of the perceptual economy is the rise of the aesthetic economy.
This cup of "Chinese house wine" not only brings consumers a unique "house wine" drinking experience in terms of quality, but also echoes China's long-standing "family culture" inheritance in culture, and builds a comprehensive aesthetic system for every consumer, every drinking scene and every partner that runs through the trend of the times, personal emotions and cooperation concepts.
Wine bridges people's real life and their spiritual world, so the wine industry is also based on the spiritual resonance between people and wine. A successful brand needs to constantly care for the individuals in the big times.
The cultural aesthetic brand represented by Jia Chunqiu uses a design with great aesthetic value, a concept with a high aesthetic height, and a model with a very aesthetic temperature to provide the liquor industry with a new aesthetic paradigm that is more in line with the development trend of the times, more in line with the needs of the times, and more concerned about the individual spiritual pursuit of each individual who loves wine in the alcohol consumption ecology.
Under the background of the beginning of high-end liquor consumption entering the "circle layer consumption" and "value recognition consumption", this new generation of liquor industry, the new species of the national tide, is opening up a new aesthetic channel for the liquor industry through the cycle and long-term high-quality development with the unique expression of the new aesthetics of liquor.
Source | Sugar & Wine Newsletter (ID:tjkx99)