Text / Luo Yuting
Michael Porter, the father of competitive strategy, said: "Advantage based on culture is the most fundamental, the most difficult to replace and imitate, the most enduring and the most core competitive advantage." ”
Culture brings not only unshakable competitive advantages, but also into objective economic benefits, according to data from UNESCO and others, in 2020, the global cultural and creative products will create an output value of 2.25 trillion US dollars, exceeding the output value of the telecommunications industry.
In China, the cultural and creative industry is also thriving, and traditional and emerging industries have successively tested the cultural and creative industry. China's liquor industry, which has a strong cultural attribute, naturally has the advantage of making cultural and creative liquor.
In fact, the history of the liquor industry in doing cultural and creative products is far earlier than the current trend. As early as 1997, Moutai launched the first cultural and creative commemorative wine on the occasion of Hong Kong's return to the motherland. Later, Moutai launched 200 cultural and creative products with a series of themes such as the Olympic Games, zodiac signs, characters, and festivals, setting a precedent for cultural and creative wine.
Nowadays, cultural and creative liquor has become a blue ocean market in the liquor industry, and since 2021 alone, a number of liquor brands have launched cultural and creative products such as museum joint models and major event commemorative wines. At the end of last year, Guotai, which had just ranked among the tens of billions, launched the Shengshi Dragon Vein Niu Shichanghong Guotai Zodiac Cultural Wine, which became the ballast work of baijiu cultural and creative liquor in 2021 with a large stroke, boldness and a big pattern.
At the press conference of Shengshi Longmai Niu Shichanghong, Zhang Chunxin, general manager of Guotai Liquor Group, said that strengthening the main product, doing high cultural creation, and making a large series of wines are the "one body and two wings" of Guotai's product structure. The implication is that cultural and creative wine will become one of the important growth points of the enterprise that guotai has been innovating and adhering to for a long time.
Less than a month after the release of Shengshi Dragon Pulse Niu Shichanghong, on the occasion of the New Year's Eve, Guotai launched a heavy cultural and creative product - Guotai Annual Memory. "Commemoration with the year, Tibet commemoration", a bottle of wine includes the major events of the year, becoming a "chronicle" that can be drunk.
According to Meng Qinghai, assistant general manager of Guotai Cultural and Creative Wine, guotai annual memory will become the "prescribed action" of guotai cultural and creative wine every year, and it will continue to be launched every year, and it will be built into another cultural and creative wine IP after the zodiac wine.
Guotai Cultural and Creative Wine
Practice the expression of "tong" culture
The vigorous development of the cultural and creative industry is inseparable from the vitality of culture itself, and the core of the consumption of cultural and creative products is cultural identity.
Liquor companies do cultural and creative liquor, through the blessing of "culture" and "creativity", to increase the premium space for the brand. Consumers' recognition of the premium of cultural and creative wine comes from the cultural identity of the spiritual level.
Perhaps it is for this reason that we look at the cultural and creative wine that has been on fire in recent years, there are two main directions: one is to go down the historical vein to the depths of time, to the dynasties to find extraordinary cultural elements, such as the zodiac, Sanxingdui bronze mask, Dunhuang flying murals, the Forbidden City and other cultural and bo big IP with its own traffic. The other is to focus on major events at present, such as major power projects such as aerospace and aircraft carriers, or commemorative major days such as the 70th anniversary of the founding of the People's Republic of China and the 100th anniversary of the founding of the Party.
Meng Qinghai said that liquor should be based on a thorough understanding of brand culture, rather than mechanically stacking cultural elements. The culture contained in cultural and creative wine, whether in ancient times or today, is to creatively express culture and build spiritual resonance with consumers. This resonance is not only a resonance of cultural elements, but also a more in-depth spiritual connection with the brand itself.
The cultural foundation of Guotai's cultural and creative wine is the "tong" culture proposed by Yan Xijun, chairman of Guotai Liquor Industry, many years ago. Guided by the idea of "Tong", Guotai has built a cultural and creative strategic pattern of "TongtianDao", "Tongdao" and "Tongren", and has built a series of cultural and creative wine product planning for Cultural Guotai and Creative Guotai to achieve the cultural expression of "Tongtiandao".
Under the guidance of the idea of "tong", the Guotai Annual Memory Series came into being. At the end of 2021, the first product of the series was launched, and 2021 is the first time that Guotai's tax-inclusive sales exceeded 10 billion yuan and the brand value exceeded 100 billion, in this context, the launch of this product is both a commemoration and an opening, and the significance is more special. Through a product, while telling the national memory and brand memory, not only build a grand narrative, but also inject brand emotions, is the best expression of the "pass" culture of Guotai wine.
After the zodiac wine
Engrave the time with the annual memory
Among the current cultural and creative wine products, the annual memory of Guotai can be said to be unique. Do not find allusions from the pile of old papers, do not "rub" the flow of major events, but with the attitude of review and summary, observe the current major events of the family and the country and the national spirit.
Before the "annual memory", in addition to the zodiac wine launched every year, forming a special category, the vast majority of cultural creativity of other cultural and creative wines is "one-time", and popular cultural IP often leads to a pile of cultural and creative wine, resulting in homogenization, and finally the original cultural dispute returns to the competition of brands and products.
Guotai annual memory has taken a different path, using the way of "commemorating the year, Tibet commemoration", bringing together the major events of each year, that is, the memory collection like the annual ring, providing consumers with products with more special commemorative significance.
"The flowers are similar from year to year, but the years are different from year to year." The underlying logic of the product of Guotai Annual Memory is similar to that of zodiac wine, but it is different. Zodiac wine is a 12-year cycle, but time is a special medium that is happening and never looks back, and each year is special and unique, which makes the national Taiwan annual memory have the characteristics of continuous introduction and self-made IP.
From this perspective, Guotai Annual Memory is also a cultural and creative product that is not afraid of homogenization. Because everyone and every brand has their own "annual memory", commonality and personality can be fully highlighted in the annual memory. On the other hand, with the official entry of the "10 billion Guotai" into people's vision, the brand power of guotai has reached a new height. With the blessing of the brand, the value of the annual memory of Guotai is more sufficient.
Guotai Cultural and Creative Wine is one of the important measures for the high-quality development of the "14th Five-Year Plan" layout of the Guotai Liquor Industry, as its important "wing", and is the first test field for the "cultural pilot" in the six major pilots of the Guotai Liquor Industry. Guotai annual memory will become an important carrier of Guotai cultural and creative wine, which will not only evoke the deep memories of consumers, but also feed back the value of Guotai liquor and empower the development of Guotai in 2022.
Source | Sugar & Wine Newsletter (ID:tjkx99)