After 313 days on the market, how did Kuisheng Zhenxi perform?

Text | Lonely Hongzi

In 2018, the historically legendary "Kuisheng" of Niulan Mountain was reborn, taking the lead in testing the waters on the Internet and achieving unexpected results. In May 2021, with the attitude of folk wine, we stepped into the Niulan Mountain of the 10 billion camp, and promoted the listing of new products of Kuisheng And Zhuxi, priced at 1598 yuan / bottle, achieving a major breakthrough among the thousand-yuan high-end market.

It is 100 yuan more expensive than the official guidance price of Feitian Moutai, and the brand tone has been upgraded from "Beijing taste" to "Beijing taste", and Kuisheng No. Tsuki has really locked in the high-end positioning. Since its listing, the structural upgrade product of Niulan Mountain has also attracted wide attention.

After nearly a year of listing, how is the market performance of Kuisheng Bottle Seal? Recently, Weijiu interviewed two representative Beijing distributors.

01

"Non-Moutai or Kuisheng"

Zeng Fuxing, chairman of Beijing Rongchen Xinxing Trading Co., Ltd., is a veteran dealer in Shunyi District, Beijing, who has accumulated rich group buying resources and terminal sales contacts over the years. As an old Shunyi person, he is full of feelings for the second pot head of Niulan Mountain. Years of distribution relationship, let him maintain close cooperation with manufacturers.

As early as 2018, Zeng Fuxing came into contact with niulanshan Kuisheng, when this product became a hit on JD.com, "indicating that consumers and the market still have demand for niulanshan high-end products."

On May 31 last year, Zeng Fuxing participated in the new product launch of Kuisheng Zhuxi at the China World Hotel, and was deeply impressed by the cultural interpretation of the product's Beijing flavor and the positioning of the spire of the second pot head category. Afterwards, I also paid for the purchase from the manufacturer.

"As a high-end product, the market performance of Kuisheng Andruxi is still OK." Zeng Fuxing said that some old Beijing customers are very fond of, "these old Beijing naturally have a sense of closeness to Beijing culture, and their circles have even formed a consumption phenomenon that is not Maotai or Kuisheng, which is very surprising." ”

For the high-end competitive advantage of Kuisheng Andryu, Zeng Fuxing believes that there are several points.

The first is good quality, NiulanShan as a 10 billion wine company, has the technical strength to do a good job of high-end products, "customers reflect that the wine quality is quite good, after drinking can not be drunk, after the wine is not uncomfortable, everyone said afterwards that this product 'can drink'"

The second is good taste. The bottle type of Kuisheng is an ancient bronze grain lifting, the outer box adopts a plaque with a classic royal style, the overall design is easy to remember, and the unique oriental charm is in line with the aesthetics and taste of the high-end circle crowd.

The third is that it is very compatible. Zeng Fuxing mentioned that "no one knows the second pot head, no Beijing people don't like the second pot head, and no Beijing people think that drinking the second pot head will be cheaper", now on the wine table to take out the most high-end Beijing two pot head for everyone to drink, Beijing people will feel that this matter is very exquisite, more tasteful.

Zeng Fuxing said that if it were not for the impact of the epidemic on catering, product sales should be better. But the performance of the past year still gives him confidence, he believes that this product will perform better in the future with the increase of publicity and circle promotion.

In addition to tasting, many people think that Kuisheng · bottle seal has collection value, Zeng Fuxing suggested that in the future, manufacturers can consider the development of Kuisheng · bottle seal cultural and creative products, collection market, is expected to trigger a wave of collection fever.

02

High-growth high-end samples

Beijing Haoshengming Trading Co., Ltd. was established in 1996, operating a variety of well-known domestic and foreign liquor, red wine and foreign liquor, etc., is a professional retail tobacco and alcohol backbone enterprises, currently has 8 Shengming tobacco and liquor stores.

Li Jun (female), general manager of Beijing Haoshengming Trading Co., Ltd., said that they have been operating a tobacco and alcohol shop for more than 20 years, and have been cooperating with Niulanshan, and They are also actively promoting Kuisheng And Zhuxi, "Whether it is market sales or consumer recognition performance, it will be better for a long time."

As the highest-end limited product produced by the current Niulanshan Distillery, Li Jun believes that the positioning of Kuisheng Anduxi should belong to "light luxury", and the sales scale of Beijing's light luxury liquor exceeds 10 billion, but it currently lacks the share of local leaders, and Kuisheng Bottlexi will fill this space.

The so-called "light luxury" is not only about the price, but also expresses the quality and experience. Kuisheng No. 1 Bottle Seal is a fragrant liquor, which is hand-controlled and brewed by the master winemaker of Niulan Mountain, the packaging design is exquisite and elegant, and it has both a sense of history and the cultural atmosphere of Niulan Mountain, and the tasting experience is excellent.

Talk about the sales of this product. Li Jun said that the Kuisheng Bottle Seal performed very well on three levels.

First, the product quality and flavor are high, the packaging design has visual recognition, the strength support of the 10 billion Niulan Mountain and the landing of Beijing culture, so that Kuisheng Zhuxi has a market in Beijing's state-owned enterprises and group subsidiaries, "because it is attached to the traditional Beijing culture, it is easy to win the trust of consumers, and it supports high-end consumption from the culture."

Second, Beijing characteristics and Beijing taste, so that it in the gift /tourism gift performance outstanding. Beijing's market position as China's capital and megacity determines that it has a huge gift market, and Kuisheng No. Tsuki, as the representative of Beijing's local high-end liquor, is expected to achieve strategic success by deeply cultivating the gift market.

Third, the huge and rich user base of Niulan Mountain determines that Kuisheng No. Tsuki is a high-growth high-end product. With the gradual locking, cultivation and precipitation of Kuisheng users and fans in Niulan Mountain, "Kuisheng" is expected to link and lock in target consumer groups through high-quality merchants, platforms and circles, forming a unique high-end brand cultivation system.

"Kuisheng Bottle Seal currently has an overall stable sales, and with the easing of epidemic prevention and control, with the platform and circle layer as the guide, there will be a new round of consumption boom in products." Li Jun said.