In recent years, the affinity of small animals seems to be gradually being tapped by all walks of life, the most obvious of which is the Internet industry. Take a closer look at your mobile app and you'll find that your phone seems to have become a miniature version of the offline physical zoo!
Following the Internet, the liquor industry has revived the animal wave!
From the initial "cat", Jingdong "dog", Tencent's "penguin" all the way to the "kangaroo" of the US group, box "horse", search "fox", Baidu's "bear paw" and so on. With the gradual enrichment of animals in the Internet zoo, it has gradually set off a wave of animal name on the whole network!
Today, this wave of animal naming has spread to other industries. For example, in China's traditional liquor industry with a history of nearly 5,000 years, not only has the industry "big brother" Niulanshan who has entered the 10 billion club in front, but now it is running out of the sinking market with a "donkey", not only in just 3 months of listing, it has been valued at over 100 million by capital, and the "cow and horse dispute" between it and the 10 billion giant Niulanshan is even more enjoyable to many netizens!
This "donkey" was listed for 3 months with a valuation of more than 100 million, and set off a "cow and horse dispute" with the 10 billion giant Niulan Mountain!
This "donkey" is a new generation of Beijing Erguotou "donkey kicking horse" that has recently set off a "green storm" online and offline. Don't look at its youth, but its strength should not be underestimated! Not only is it backed by a century-old Chinese time-honored Beijing Erguotou Distillery, but it also has an experienced team. What is even more shocking is that its founder is a post-90s boy Qin Nan, as the first batch of post-90s to enter the liquor industry, its teacher inherits the Golden Luk Fook Liquor Industry, which is known as the "Liquor Industry Huangpu", and has rich experience in the liquor industry and keen insight. And it is even more with the donkey temper of "not abandoning and not giving up" like Xu Sanduo and the appearance that resembles his actor Wang Baoqiang, which is called "Xu Sanduo in the wine industry" by many people in the industry!
It is precisely because of the spirit of "no abandonment and no abandonment" of things and its excellent observation and sensitivity that it was found that in the case of the continuous boom in high-end wine and sauce wine at that time, it became very rare for young people to drink affordable wine. Therefore, under many investigations, he decided to resign and start a business to create a "fun, material" cost-effective wine suitable for young people! Not only that, but it also set the implementation standard of "three highs and one level" at the beginning of its business, and implemented it strictly.
This pure grain wine with mellow aroma, soft entrance, sweet aftertaste, and delicious taste is not on top", but gao Lianhua, a national winemaking master invited by its founder Sangu Maolu, has innovated and upgraded on a wine body that has won an international gold award, coupled with the blessing of a century-old brewing process, as well as the strict control of the brewing process, and strictly adheres to the national first-class fragrance-type brewing standards to create this "high-quality" pure grain wine that has won nearly 90% taste praise!
In terms of packaging design, its founder integrated the design of the traditional two-pot head bottle type and the vodka bottle type, and repeatedly modified it with the top design team more than 300 times to create a crystal bottle with a round bottom and a transparent body; Coupled with the palace emerald green as the main color of the product, and the "thick and lifelike" donkey brother on the bottle, it is more interesting!
Cultural empowerment + model innovation, to achieve a counter-trend of 680% growth!
At first hearing the name "donkey kicking horse", because it is impossible to immediately judge what it is doing, it will stimulate the curiosity of many people, but its name is derived from the historical allusion of the predecessor of the second pot head, Jinlan Wine, "Instead of getting drunk on the donkey, but making the donkey kick the horse", it has the beautiful meaning of "good to drink but not to the head"; In addition, it contains the spirit of "not abandoning and not giving up, optimism and persistence" of young people to treat things, and gives it to the IP image of "donkey brother", and its brand is more affinity.
Finally, "yiping" is worth the price of civilians, the affinity of the price; After conducting a survey of the light bottle wine on the market, it was found that in addition to the 30 yuan price range, the rest of the price range has its own king. Therefore, it is set in the price range of 30-40 yuan.
Of course, in addition to the creation of products, its team has also made some efforts in the brand model, innovating the model of "traffic detonation + deep distribution + contracting joint venture". It is also its innovative model of contracting and joint venture system that has enabled it to enter nearly 50,000 catering outlets across the country without setting up any investment department!