Heavy! Liu Miao and Lin Feng sent a circle of friends to stand for the "mysterious new product"?

Just now, "Wine Talk" noticed a special phenomenon:

On the first day after the National Day holiday on October 8, Liu Miao, secretary of the party committee and chairman of Luzhou Laojiao Co., Ltd., and Lin Feng, deputy secretary of the party committee and general manager, both chose to release their personal circle of friends at 19:52, and they released the following graphic content:

Liu Miao: "5 consecutive Chinese famous wines, 24 generations of ingenuity inheritance, 70 years of fragrant leadership, standing on the 70 years of historical glory of China's famous wines, Luzhou Old Cellar Guojiao people will open a new historical chapter, achieve a leap from quantitative change to qualitative change, and create a new era of famous wine"!

Lin Feng: "Let the brand value and revenue volume return to the status of China's famous wine, reshape the top three patterns of Chinese liquor brands, and achieve the strategic goal of the comprehensive rejuvenation of the Luzhou Laojiao brand!" It's my high hopes for this product"!

At the same time, both of them silently and high-profile posted this picture:

People familiar with the old cellar in Luzhou know that last year was also at this time, the new light luxury liquor "highlight" turned out, when Lin Feng also "spoiled" it through the form of a poster in the circle of friends, which caused great concern in the industry. And obviously, this new product seems to be bigger: because it is Liu Miao and Lin Feng who are working together to preview. According to the poster, we get a few key pieces of information:

1. The new product listing release is selected on October 17;

2, the new products and "1952" related, in addition to the two leaders of the "pinch point" release selected at (19:52), the poster on the product bottle body obviously has the "1952" logo, while the small characters on the top write: "In 1952 won the first four famous wines in China", obviously the product may take the road of commemoration.

3. "Classic of the times, tribute to the creation" as the core word, combined with Liu Miao and Lin Feng's circle of friends copywriting, it can be seen that "the revival of famous wines, tribute to the classics" has become the original intention and core of the new product.

Combined with the current product structure of Luzhou Laojiao, the above copywriting and poster information, Jiu said that there are several conjectures about this strategic new product of Luzhou Laojiao:

The first is price and positioning. Products to 1952 as the core creative points and elements, obviously the purpose is to pay tribute to the specific landing and bearing of the glory of famous wines, while considering the five famous wines, it is definitely a new product under the luzhou old cellar brand framework system, so from the current product structure of the luzhou old cellar, the high-end representative is the national cellar 1573, the sub-high-end representative is the Luzhou old special qu 60 version, the century-old luzhou old cellar age of 90 years, the highlight G3, obviously the new product price will be between the high-end and the sub-high-end.

Therefore, the price band is theoretically the "700-900 yuan price band" that is vacant in the current product system of Luzhou Old Cellar, and the positioning is classic and commemorative.

The second is creativity and vision. In this era when the value of value is becoming more and more important, especially for new products, the expression of value is also an important bearing and expression of value. Judging from the poster, black gold may be an important color, while the product creativity is subject to positioning, product positioning classics and commemorations, obviously such a way in the past the industry commonly used creativity is retro style, typical such as Luzhou old cellar special qu 60 version, of course, do not rule out retro + modern creative integration.

The third is marketing and gameplay. Luzhou Laojiao is one of the few representatives of famous wine enterprises in the industry with full price belt product coverage, and is also a master with multi-price end marketing capabilities. If the new product positions the new high-end price band, it is obvious that there is a reference model such as the Luzhou Old Cellar Special Qu 60 Edition, and there is a "planting grass" game of the new track such as "Highlight", we are also looking forward to this new product that is biased towards the theme of commemoration, and at the same time positioning a special product mission, it is obvious that Luzhou Old Cellar has a longer-term and stable plan in the choice of volume and price.

What do you think about this mysterious new product?