Pen | Hong Dada
Edit | Yang Ling
In the past 2023, the changes in the external environment and the adjustment of the industrial cycle have made the industry show a stronger squeeze trend.
At the same time, the new marketing model composed of "wine + cultural tourism" is becoming a new outlet leading the development of the wine industry. The emergence of this new integrated development model can not only bring new market opportunities, but also become a breakthrough direction for liquor brands to seek new growth points.
Recently, the Yangtze River Liquor Road learned that Wuliangye Aromatic Liquor Company will hold a launch conference of the "Reading Mountains and Seas, Drunk Spring and Autumn" Wuliangye Aromatic Liquor Secret Flavor Liquor brand product launch conference tomorrow (January 26), and the full product matrix of the Secret Liquor Secret Liquor Positioning Brand of Cultural and Tourism Integration will be officially unveiled.
Take advantage of cultural tourism to increase momentum
Mijian opens up new ideas for the cultural and creative track
As we all know, as a symbol, liquor is not only reflected in the commodity attributes of the product, but also in the cultural attributes of "historical inheritance".
In fact, behind the linkage of culture and tourism is the expansion of the scale of the tourism market, which has led to the expansion of related cultural and tourism products. According to the prediction of professional institutions, the tourism industry will reach an all-time high of 7.3 trillion yuan in 2025. The tourism industry has become one of the engines of China's economic development.
The vigorous development of China's tourism industry has fully expanded the market for cultural tourism souvenirs and gifts related to the tourism industry, providing a good market environment for the "liquor + cultural tourism" model.
With the upgrading of consumption, the needs of consumers are becoming more and more diversified, and they hope to understand the local natural ecology and cultural climate through products, so the linkage development of culture and tourism is an important pole for enterprises to break through.
In addition, as far as the cultural and creative market is concerned, cultural and creative wine has broad prospects. Under the consumer demand and market changes in the new era, Chinese liquor from the tradition urgently needs to present the charm behind the tradition with a new attitude, and based on this, the cultural and creative liquor with the dual empowerment of emotional resonance and value consensus has become the best carrier to present the traditional charm of baijiu.
At the same time, according to the data of the China Liquor Industry Association, the scale of China's cultural and creative liquor is expected to be 35 billion yuan in 2024 and 50 billion yuan in 2025. The cultural and creative liquor market has broad prospects, and it has naturally become the focus of liquor companies.
Therefore, both cultural and creative and tourism have a very large market development space. The new Mijian brand is jointly created by Wuliangye Aromatic Liquor Company and Sichuan Shunan Cultural Tourism and Health Industry Investment Group Co., Ltd. (hereinafter referred to as "Shunan Cultural Tourism Group"), and the brand potential under the strong alliance is particularly obvious. Shunan Cultural Tourism Group is a leading state-owned enterprise in the region with diversified culture, tourism and health industries, and has comprehensive advantages in credit, capital and channels.
The most important thing is that in addition to its strong strength in the tourism industry, Shunan Cultural Tourism Group also involves the intelligent manufacturing of cultural and creative products, which coincides with the development direction of the Mijian brand, which may also be an important reason for the active cooperation between the two sides.
On the whole, there are few products in the liquor market that focus on the concept of cultural tourism, and the Mijian brand takes cultural tourism as the entry point, which is a new consideration for enterprises to cope with the current environment. With the continuous precipitation, evolution and maturity of the brand in the future, Mijian is expected to become a representative business card of cross-border cooperation.
The mystery is about to be revealed
New masterpiece "Shocking Attack"
For cross-border cooperation products, the excavation and release of product connotation has always been a compulsory course for wine companies, and the secret brand is naturally among them.
Purely from the point of view of words, secret has the meaning of "mystery and law," and Jian is identification, identification, and authority. The greatest "secret" is the secret of nature, the secret of the universe, and the secret of the future, and the best "appreciation" is the sublimation of the way forward and the positive energy attitude of advancing with the times.
The connotation of the brand name determines the brand tonality, and also determines that it will be a high-quality product with high cultural value and strong commemorative significance.
In addition, although the product has not yet been officially launched, the words "Reading Mountains and Seas, Drunk Spring and Autumn" and the content of the poster screen have aroused everyone's conjecture about the ecological storage attributes of the product, which is not only a commemoration of time, but also a beautiful mood of consumers yearning for the accumulation of years, which truly reflects the leisurely artistic conception of "Drunk Spring and Autumn".
At the same time, the innate emphasis on brand creation is also the key to the brand's widespread attention before it is even relaunched.
It is understood that the Mijian brand is a product innovated by the growth brand operation department of Wuliangye Aromatic Liquor Company, which is included in the company's self-operated category, and will be empowered by the brand, quality and operation team of Wuliangye Main Brand and Wuliangye Aromatic Liquor Company, further enriching and improving the five-series brand matrix and product form.
At the same time, as the brand innovation base of Wuliangye Aromatic Liquor Company, the Growth Brand Operation Department continues to output surprises on the road of innovation, and the concept products, sports IP co-branded products, and exclusive products for the banquet market have been sought after by channels and consumers.
From the perspective of the enterprise side, from cooperating with PetroChina to joining hands with Shunan Cultural Tourism, Wuliangye Nongxiang Liquor Company has become more and more handy on the road of cross-border cooperation in the industry. The secret identification of the cultural and tourism integration brand will also become an important measure to further convey the culture of harmony to consumers.
What kind of charm does this characteristic brand that is in line with the times and the environment have it? Just tomorrow, the "Reading Mountains and Seas, Drunk Spring and Autumn" secret brand product launch conference will be held in Yibin, and the information about products, culture, value, price and other aspects will also be revealed one by one, which is worth looking forward to in the industry!
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