Wen / Shuk
After experiencing the initial menarche of the category outbreak, the sauce wine market has now officially entered the "golden age" of brand competition.
From the brand story, to the creation of the production area, to the cultural height, the wine company with excellent brand power is sparing no effort to show the industry its leading edge in the market. The industry also deeply perceives the strong market appeal of the word "brand".
Recently, the sugar and wine news reporter learned from many parties that the latest high-end cultural and creative customized product "Heirloom Treasure" launched by Guizhou Zhenjiu has received a blowout contract from distributors around the world and has been widely praised. Some insiders revealed to the Sugar and Wine Express that the "treasure of the world" lasted a year of polishing, and in fact, it has aroused widespread concern in the industry before it was launched. "Heirloom Treasure" is a value carrier with a wide range of emotional resonance foundations, "Chinese characters", a collection of quality, brand, culture as one of the fine cultural and creative sauce wine, and strive to reflect the high-end style of rare wine cultural creation.
In the view of Sugar and Wine News, a newly launched sauce wine innovation can be highly recognized from the dealer level, which also fully demonstrates the market's certification of its "high-end" value. At the same time, the initial success of "Heirloom Treasure" has undoubtedly injected a strong new force into the soy sauce wine sales market that is now frequently affected by the epidemic. The industry can fully expect how the value benchmark of this high-end cultural creation of soy sauce wine will continue to write the "legendary" story belonging to the precious wine in the future.
Pass on the thousand-year-old Kanji Continuation
The treasures passed down from generation to generation pay tribute to the Chinese context
Over the past thousand years, the form of Chinese characters has undergone several evolutions, from oracle bones and gold scripts to small seals, Lishu and Kaishu, but the Chinese civilization carried by Chinese characters has never stopped. Chinese characters have built an important monument of Chinese culture, constantly relaying the historical glory of the Chinese nation to future generations, and continuing to describe the present and the future.
"Heirloom Treasure" is the first high-end cultural and creative wine in China that takes the root of the Chinese context - "Chinese characters" and "oracle bones" as the direction. In terms of overall cultural creativity, "Heirloom Treasure" takes the super cultural symbol of "Oracle" as the core, and relies on the important role played by Henan in Chinese civilization that "lives in the world", paying tribute to the Chinese millennium cultural context.
In terms of box design, the "Treasure of the Inheritance" is decorated with oracle bones and figurative cultural symbols scattered in the south of the great river, and the color of the box body is mainly emperor blue and gold, and the appearance is luxurious and solemn, high-end and elegant. In terms of bottle design, "Heirloom Treasure" is even more exquisitely crafted, integrating many representative elements of Central Plains culture such as writing, architecture, martial arts and religion, painting and carving, music, etc., and strives to perfectly present the huge Central Plains cultural system represented by oracle bones.
From the outline of the lines, to the presentation of colors, to the construction of the structure, the "Treasure of the Inheritance" vividly depicts the Chinese civilization for thousands of years, and constantly conveys the depth and charm of the Chinese civilization, highlighting the self-confidence of the Chinese civilization, and looking forward to the cultural rejuvenation.
For the sons and daughters of China, Chinese characters are undoubtedly the most directly emotional resonance of the value carrier, "heirloom treasures" to China's oldest cultural IP "Oracle" as the line, connecting the four seas at the same time, but also awaken the cultural memory hidden in the hearts of consumers, and the spiritual consumption value attached to the product to a new height.
These rich cultural connotations and emotional experiences have also completed the first step in the value construction of "legendary treasures" as cultural and creative products. At the same time, "Heirloom Treasure" also has the double endorsement of quality and brand from the aspect of rare wine.
Recount the legend of rare wine
Heirloom treasures perfectly present the flavor of sauce
The "Heirloom Treasure" wine body comes from the unique "Chishui Underground River Valley Sauce Wine Production Area" of Zhenjiu, and is brewed by selecting local organic red tassel glutinous sorghum in Zunyi, adhering to the traditional Brewing Process of Daqu Sauce Fragrant Wine and the long-term storage of wine in the pottery altar.
Moreover, "Heirloom Treasure" is the third generation of rare wine, the deputy general manager of Guizhou Zhenjiu Brewing Co., Ltd., the national first-class sommelier Wu Changgui as the leading winemaking, hooking team ingenuity and refinement, selecting long-term storage of scarce premium or above base wine as the basic wine, adding different years of rare old wine ingenuity to create a rich aroma level and distinctive personality of the connoisseur-grade wine body, can be described as "Didi treasures".
In addition to bringing consumers the top sauce experience and cultural experience, "Legendary Treasure" also has a strong collection value: the annual limited edition is 60 tons, and the first batch is limited to 18888 bottles. Reasonable quantity not only ensures the scarcity attribute of the product, but also effectively solves the sales pressure and profit problems of dealers.
At the same time, in the high-end cultural and creative track, if you want to establish a persistent "value system" and "value-added space" at the consumer end, brand power is a crucial factor. The "treasure of the world" endorsed by the brand of rare wine is also far superior to similar products in terms of brand value.
The unique growth trajectory has achieved the legendary color of the zhenjiu brand, and also accumulated the brand potential energy that followed on the sauce wine track for the "heirloom of the world". Previously, Zhenjiu proposed the brand strategic layout of "3 core products + N cultural and creative product empowerment" to ensure that product value and brand value resonate with the same frequency. From the efforts of this "treasure of the world", it is not difficult for us to see the gradual deepening of the treasure wine on the cultural and creative track.
Market value determines the choice
The treasures passed down from generation to generation lead the cultural and creative direction of sauce and wine
From the perspective of products and consumer terminals, "Heirloom Treasure" is undoubtedly a high-quality cultural and creative sauce wine that integrates "brand + culture + quality", with certain high-end product attributes and potential huge appreciation space.
From the perspective of the business thinking of channel dealers, "Heirloom Treasure" is a rare product on the market, and at the same time has many operational advantages such as cultural creativity, volume, model, capital, team, management, platform and so on.
For dealers, brand is always the core factor in their selection, but choosing a brand often means choosing one or even more "partners", and whether the cooperation after the choice is harmonious also determines whether the two sides can reach an agreement on interests. Especially in the operation of high-end sauce and wine products, the relationship between distributors and brands is more complicated, and win-win is an ideal situation, but the reality is often unsatisfactory.
Therefore, the product operation system and market operation mode closely around the core of the "brand" also profoundly affect the final choice of dealers. Especially at a time when the sauce and wine fever tends to be rational and distributors are choosing more cautiously, whether they can bring tangible commercial value to dealers and provide sustainable market development opportunities has become a key factor for dealers to measure whether a sauce wine product is qualified.
It is reported that the heirloom will use a new investment model - limited, limited business, focusing on the market in Henan Province, and the distribution of markets with certain resources outside the province, the specific quota will be regulated according to the actual situation of each place, fully protecting the interests of dealers. Under the support of the sound operating model, management team, financial strength and platform advantages of The Legendary Treasure, it can also further promote the market sales of dealers in the later stage.
In this way, the "Heirloom Treasure" has accumulated a solid force for the later development of products, brands, channels and market operations, and is ready to go. With the joining of many distributors in the future, "Heirloom Treasure" is bound to further leverage the consumer market, lead the trend of cultural and creative sauce wine, and bring more "rare wine legends".
Source | Sugar & Wine Newsletter (ID:tjkx99)