Text / Huang Xuemei
Although since its listing, the rare wine and wrong gold inscription tiger have aroused strong concern in the industry, but it is always the market that can really test its achievements. April 22 is the deadline for the last round of pre-sales of Zhenjiu Andijin Inscription Tiger, and Sugar wine newsletter learned that before this time node, this ultra-high-end cultural and creative product that was awarded the "Best Zodiac Wine of the Year" has been sold out for the first time, once again handing over amazing results.
Prior to this, Zhenjiu released another ultra-high-end cultural and creative product Zhenjiu Tang Sancai Fengshou pot and Zhenjiu · 2011 real vintage wine also triggered the market's pursuit - the market's recognition of the quality and brand of rare wine is far beyond our imagination. So, what is the reason behind it?
The foundation is the foundation of cultural and creative wine
At the end of each year, the zodiac wine party is concentrated, and what can really attract attention is often the enterprise and brand with excellent quality, deep heritage and market reputation. After all, in high-end liquor products, the concept of "cultural creation" can give liquor a profound connotation and enhance the premium ability of its products, but the company's heritage, brand, culture, value orientation, etc., is the foundation of ultra-high-end cultural and creative liquor. Or rather, this is the "threshold" for enterprises to enter the high-end liquor cultural and creative market.
Now, the sauce wine category has entered a period of rational development, and the tide has faded, and the rootless Ping has been exhausted, and it is precisely such a deep and deep-rooted enterprise as zhenjiu that can stand at the head of the tide.
The new round of competition that follows is not only the competition of product quality, but also the competition of brand systematic construction, and the competition of capital strength. After all, sauce wine is a long production cycle, a large amount of capital precipitation. Its quality and brand are down-to-earth, with time and money in exchange. Without sufficient foundation and strong capital, it is difficult to make a good sauce wine in a reasonable logic.
We can see that before the outlet, Zhenjiu has been solidly laying a solid foundation, including continuously expanding production capacity, as well as deeply polishing quality and brand, and establishing sufficient brand stickiness with consumers with excellent quality. This allows it to take the lead in the outbreak when the wind comes, taking the lead and occupying a pivotal position in the sauce and wine army.
The heart of zhenjiu is undistracted, as well as the characterization and belief of the enterprise, which is reflected in doing a good job in infrastructure construction and consolidating basic skills, so that the brand can have today's height, not only the victory of capital, but also a victory of productists and long-termists.
It should be said that all this is an important reason why zhenjiu and the wrong gold inscription tiger have been recognized by the market and consumers. Of course, Zhen Fifteen and Zhen Thirty, which have become the industry's major items, have also made an excellent preparation for the popularity of Zhenjiu And Zhenjiu, The Wrong Gold Inscription Tiger, as well as the Popularity of The Tang Sancai Fengshou Pot and the Zhenjiu 2011 Real Vintage Wine.
After all, in the past few years, Zhen Fifteen and Zhen Thirty have promoted the better development of the Zhenjiu brand with excellent quality and good experience, and at the same time, they have been recognized by consumers, accumulating loyal fans in the market and having a deep market foundation.
Differentiation
It is the key to breaking the game of cultural and creative wine
For enterprises, high-end cultural and creative liquor is the product of the profound heritage of the enterprise, and it is also a demonstration of the strength of the enterprise. For the market, it is an expression and pursuit of the spirit or values of consumers at a certain stage of economic development. In addition to self-drinking, consumers have more demand for gifts and collections of high-end cultural and creative liquor.
Cultural and creative wine needs cultural taste, design beauty, and even more needs differentiation. Excellent cultural and creative liquor not only has a unique visual presentation, but also can appropriately and fully reflect the connotation of the corporate brand, and even help it enhance the original brand value.
Just as the breeze on the river and the bright moon in the mountains are given by the Creator and shared by mankind, culture and history are also left behind by predecessors and shared by future generations. It is true that culture and history can endow cultural and creative wine with a unique soul, and even become a "traffic code" with great market heat, but when brands and products try to inherit traditional humanities, differentiation has become the key to breaking the situation of cultural and creative wine.
After all, a misunderstanding of the current cultural and creative products is simply copying, or fragmented capture and splicing in the tube, and lack of truly profound cognition and understanding. More importantly, each liquor company has its own unique culture and historical heritage, which naturally has personality and differences, but to combine corporate culture and external culture to achieve a cultural and creative product, it is a great test of enterprise skills.
Zhenjiu has obviously been quite experienced in the creation of cultural and creative wine, which has allowed the industry to see its inheritance and integration of Chinese and history, and formed its own unique surface, and now Zhenjiu 's wrong gold inscription tiger can be recognized by the market and consumers, which once again proves that Zhenjiu has a deep understanding of traditional Chinese culture.
This product is visually presented from the Cultural Relics of the Western Han Dynasty " False Gold Inscription Tiger Festival". The cultural relic was judged by experts to be a letter symbol for the mobilization of carriages and horses at that time because of the wrong gold inscription on the front of the cultural relic, "The King Ordered the Car Disciple". It is the only wrong Golden Tiger Festival found so far, and it is now in the collection of the Museum of the Nanyue King of the Western Han Dynasty, which has high research value.
Zhenjiu Andijin inscription The tiger of the tiger becomes a crouching posture, the tiger's mouth is wide open, and the tiger's tail is bent into a "8" shape. The markings of the tiger's body are made of 60 pieces of gold leaf, and the front of the tiger is also engraved with a five-character wrong gold inscription of "King's Order and Order Car Disciple", which means auspicious and sets the use of collection, gift, town house and so on. At the same time, the rare wine and the wrong gold inscription tiger choose the top body of the rare wine, the taste is pure, the old and mellow, the aftertaste is long, and it is a small batch of hooks, which strives to show its extreme scarcity, which also has a high value.
In 2021, Zhenjiu launched the "strong brand" strategy, and this year is the year of its story. "Brand year" to "story year", zhenjiu is obviously based on its brand, to deepen its legend, shape its unique brand culture, and excellent cultural and creative products are the excellent carrier to continue the legend.
At the same time, Zhenjiu Andijin Inscription Tiger is also in line with the strategy of "in 2022, Zhenjiu products will be upgraded in a new way" proposed by Zhenjiu at the partner conference at the end of last year. Among them, vigorously developing distinctive and influential cultural and creative products is one of its plans for 2022, and the purpose is to enhance the core value of the rare wine brand.
All of this is in line with the vigorous and ostentatious atmosphere presented by the Wrong Gold Inscription Tiger Festival - its corporate strategy drive, the core of the brand spirit, and even the current high-spirited style of the society, and the formation of an organic synergy, thus achieving a bottle of "Wrong Gold Inscription Tiger" that belongs to the treasure wine.
This is probably the truth behind the popularity of the zhenjiu and the wrong gold inscription tiger.
Source | Sugar & Wine Newsletter (ID:tjkx99)