Three single products are out of stock, and the treasure wine wants to come up with a new trick?

In addition to scarcity, how to define the collection value and investment value of sauce wine products?

Wen | Cloud Wine Team(ID:YJTT2016)

Entering April, Yunjiu Toutiao learned from Guizhou Zhenjiu that due to the limited number of products that have been subscribed, two products such as Zhenjiu 2011 Real Vintage Wine, Zhenjiu Tang Sancai Fengshou Jug and so on have been discontinued this month; Zhenjiu Andujin Inscription Tiger has also carried out the last round of pre-sale work this month, and will close the order on April 22.

As a high-end cultural and creative product of rare wine, the above three products have aroused strong repercussions at the beginning of the listing, and the rare wine, wrong gold inscription tiger, and the rare wine and Tang Sancai phoenix first pot are evaluated by the industry as the classic works of liquor cultural and creative products.

What are the characteristics of the three products, and what impact will this suspension bring?

Explore industry boundaries

"Guizhou Zhenjiu is the continuation of the spirit of the original Moutai Distillery craftsman, but also the continuation of the long-cherished wish of the great man, who has always strictly adhered to the quality of brewing for 47 years and has never stopped the production of sauce wine." In the future, Guizhou Zhenjiu will continue to take the mission of 'let more people drink high-quality sauce wine' and continue the legend of sauce aroma of 'treasures in wine'. ”

As one of the high-end image products of Zhenjiu Vintage Wine, Zhenjiu 2011 Real Vintage Wine has Wu Xiangdong, chairman of Jindong Investment Group, doing the "think tank" behind it, and is regarded as a product of Guizhou Zhenjiu's ten years of painstaking brewing.

▼Click on the video to appreciate the real vintage of 2011

As a tribute to the "Yidi Maotai Experiment" of rare wine, Zhenjiu 2011 Real Vintage Wine has held a high-level liquor appraisal meeting. The expert group was led by Ma Yong, secretary of the party committee, vice president and secretary general of the China Food Industry Association, and liquor experts Gao Jingyan, Lu Jianchun, Wang Guiyu, Wang Yiju, Wu Jianjun, Xie Yigui, Xie Yuqiu, Xiong Xiaomao, Zhou Xinhu, etc. participated in the tasting (in alphabetical order by surname).

This product not only carries Wu Xiangdong's thinking on the quality of rare wine and sauce wine, but also places his deep hopes on rare wine.

Different from the Zhenjiu 2011 real vintage wine, zhenjiu and wrong gold inscription tiger belongs to the zodiac wine series, as one of the traditional models of sprinting into the high-end market, the rare wine of the golden inscription tiger has achieved obvious advantages in the zodiac wine market with significant characteristics.

▼ Click on the video to appreciate the rare wine and the wrong gold inscription Tiger Zodiac wine

The tiger is crouched, the tiger's mouth is wide open, and the tiger's tail is bent into a "8" shape, showing a command taken from the Western Han Dynasty to dispatch troops. The markings on the tiger's body are made of 60 pieces of gold leaf, and on the front of the tiger there is an inscription of wrong gold, "The King's Order che disciple", which is given a variety of uses such as collection, gift, and town house with its lifelike appearance, while adding symbolic meanings such as auspiciousness, power, wealth, and disaster relief. It not only reflects the integration and inheritance of traditional Chinese skills and traditional culture, but also becomes a trump card for zhenjiu to shape the high-end brand image.

As a dual expression of corporate value and culture, cultural and creative wine focuses on innovation. How to break through the boundaries of the industry, Zhenjiu Tang Sancai Fengshou Pot has explored a new path for this. The products are similar to the Zhenjiu Andojin Inscription Tiger, and also have a strong traditional cultural color, but there is still a distinction between the two.

▼ Click on the video to appreciate the rare wine Tang Sancai phoenix head pot

In order to excavate the combination of historical culture and wine culture, Guizhou Rare Wine and Xi'an Museum are based on the "Tang Sancai Fengshou Pot", one of the treasures of the town hall of the hospital. During the period, in order to highly restore the Tang Sancai Phoenix Head Pot, Guizhou Zhenjiu invited Master Gao Shuiwang, the representative inheritor of Luoyang Tang Sancai firing technique, to create it by hand, integrating the artistry of traditional craftsmanship with the ingenuity and quality of Zhenjiu, becoming a high-end sauce wine product with considerable collectible value.

It can be said that the three products of rare wine have at least three cultural attributes of tribute, innovation and inheritance, and shape the brand image by excavating the inherent culture of the brand. Not only enriching the diversity of the sauce wine collection market, but also providing different thinking directions for more enterprises to tap culture and express culture, the suspension not only enhances the scarcity of three products through a limited quantity, but also further strengthens its collection value.

Product upgrades, rare wine plus cultural and creative enthusiasm

In addition to scarcity, how to define the collection value and investment value of sauce wine products; what kind of signal does the suspension of rare wine send?

Art stems from the ultimate pursuit of time and aesthetics, and the collection community generally believes that if a particular object has high aesthetic, literary, historical and other artistic attributes, it will have a higher collection value. However, for liquor products, it is not only necessary to pay attention to the external form of expression, but also to excavate the inherent cultural attributes and value attributes of cultural and creative products themselves. Otherwise, consumers may have the impression of "concept marketing" of zodiac wine.

Therefore, some insiders said that cultural and creative wine, especially for high-end cultural and creative products, in addition to packaging innovation, it is more necessary to have high-quality wine bodies and profound brand culture as support. Zhenjiu · 2011 real vintage wine, zhenjiu · wrong gold inscription tiger, zhenjiu • Tang Sancai phoenix head pot can quickly become popular after listing, which confirms this point.

At present, the head sauce wine brand is focusing on product quality, process connotation, terroir characteristics, etc., enriching its brand value and forming a value system that can be perceived by the market. In the face of the rising cultural and creative wine market, Zhenjiu positions it as one of the company's main business lines, and further builds the product matrix while polishing the product quality details.

The suspension of goods has also been interpreted by many people in the industry as a signal of product value improvement and continuous upgrading. That is, by strengthening the scarcity attribute, highlighting the cultural connotation of the rare wine brand, laying a solid foundation for adding cultural and creative tracks and developing more products, and attracting the attention of channels and consumers.

With the creation and operation of three cultural and creative products as the starting point, how Zhenjiu will go further in product upgrading and contribute more innovative cases to the sauce wine category is still worthy of attention and research.

The three cultural and creative items of rare wine have been discontinued one after another, what do you think? Leave a message at the end of the article waiting for you to share!

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