Bare bottle wine, that is, without cartons and other outer packaging, can directly see the bottle of wine, because of its close price, convenient channels and other characteristics, to a large extent to meet the daily liquor consumption needs of ordinary people, occupy an important area in the liquor consumption market. For a long time, bare bottle wine has been associated with words such as low-end and cheap, and in the increasingly competitive market environment of the liquor industry, bare bottle wine has gradually become the focus of the strategic layout of many wine companies, and even began to enter the high-end and ultra-high-end markets. In this context, Site Liquor has made great efforts to create a high-end light bottle liquor - Tiangong 1972, which refreshes people's value perception of light bottle wine with traditional brewing technology, unique cultural connotation and excellent quality.
Prospects: High-end bare bottle wine has a lot to offer
Price is one of the important explicit factors for consumers to judge the value of products, and in addition to price, the accurate and strict product value performance system is the internal factor that really affects consumers' willingness to choose and value judgment, which is also the only way for bare bottle wine to get rid of the "cheap" label and move from the low-end market to the high-end market.
According to the "In-depth Report on the Light Bottle Wine Industry" released by Founder Securities in January this year, since 2013, the mainland light bottle wine industry has entered the fast lane, gradually removing the "low price, low-end" label at the same time, the market size has increased from 35.2 billion yuan in 2013 to 98.8 billion yuan in 2021, and it is expected that the annual growth rate will still maintain 16% from 2022 to 2024, and the market size may exceed 150 billion yuan in 2024. It can be seen that the development prospects of domestic bare-bottle wine are very impressive.
At the same time, the bare bottle wine, which carries the obvious corporate history and brand characteristics, has been given more expectations in the environment of the upgrading of residents' consumption concepts. In recent years, many well-known wine companies have been aiming at the bare bottle wine track, promoting the gradual increase in the price ceiling of bare bottle wine, and moving towards the high-end market, trying to achieve new breakthroughs in brand image and market influence.
Under the dual expectations of the industry and society, a more complete price level and brand echelon may gradually be built within the bare bottle liquor. In this process, the performance of Site Liquor is not far behind, and the well-crafted high-end light bottle wine Tiangong 1972 handed over a "high score" answer sheet.
Birth: The feelings of the years brew scarce old wine
Looking at the high-end bare bottle wine that has emerged in the market in recent years, it can be found that it mostly makes a fuss about the body or feelings, and the same is true at first glance of Site Liquor Tiangong 1972, but it is different under the tasting. Judging from the name of the product alone, it can be known that this product integrates the cultural connotation of "Tiangong Kaiwu" and the important time node of the development of Site Liquor, and carries a unique historical and cultural connotation.
It is understood that "Tiangong" is taken from the Ming Dynasty science giant Song Yingxing's "Tiangong Kaiwu", "1972" is a memorable year of Si Te, when Deng Gong gave the praise of "the best wine in the wine, the taste is unique" after tasting Si Te. Spanning the long river of time, Site Liquor has absorbed the essence of traditional liquor brewing techniques from the Book of Ancient Wonders, combined it with the key time nodes of historical development, and created a bright new star in China's high-end liquor market with its unique special flavor and ancient brewing technology.
Tiangong 1972 is the best old liquor brewed by the ingenuity of the "Brewing Master Handicraft Class", the wine yield is very low, and the essence of the grain is condensed by drops, and the technical team of Site Liquor has spent more than 10 years from design research, repeated verification to the finished product on the market. It can be said that this bottle of wine not only carries the precipitation of the years of Si Tejiu, but also contains the ingenuity spirit flowing in the blood. The interweaving and integration of the ancient and the modern, the classic interpretation of the feelings of the years, this is the true meaning of the birth of Tiangong in 1972, rather than a simple superposition of images.
Listing: Amazing four seats
Simple but not simple bare bottle liquor is in line with the concept of rational consumption in modern society and the current hot trend of the return of the value of liquor, so it is also regarded as an important weapon in the liquor industry to break the existing battle situation of high-end products. Si Tejiu Tiangong 1972 is not the first light bottle wine to enter the price range of 1,000 yuan, but its ultra-high quality, profound cultural charm and strong brand strength have achieved the incomparable market advantage of Tiangong 1972.
The liquor body of Tiangong 1972 is based on 10-year-old jar base liquor, and a certain proportion of more than 30-year-old liquor is added to form a rich and unique taste. In terms of design, Tiangong 1972 takes Tiangong as the core, adopts the classic bottle of Liansi, highlights the product grade with the capping and plastic sealing process, supplemented by the "1972" "the best product in the wine, the taste is unique" and other elements to express the product concept, and the box is also equipped with kraft paper material handbag, which not only conforms to the packaging characteristics of the light bottle wine dilution product, but also makes the product present a simple and elegant style as a whole. Overall, Tiangong 1972 is a rare product with high quality, scarcity and high value.
In 2022, Tiangong 1972 will be officially launched, and the popularity is high, which has attracted great attention from the industry. In the bidding announcement for the distribution rights of "Tiangong 1972" issued by Site Liquor, it not only stated that it would adopt the investment promotion method of "bidding and bidding", but also listed many requirements for the strength of the dealers participating in the bidding. Despite the threshold, there is still a steady stream of dealers who come to smell the wine. Many dealers said that the performance of "Tiangong 1972" on the market is amazing, and it is a rare high-end product in recent years, which not only happens to hit the market outlet of "old wine fever", conforms to the market demand of consumption upgrading, but also has a natural "scarce" attribute, and the collection value is extremely high, which should not be missed.
Climbing: The value of the rising light is getting stronger
In the case of the overall poor environment and the impact of liquor sales, Tiangong 1972 went against the wind to achieve a gorgeous bloom, and after nearly half a year of sales, it ushered in a new price increase. As the high-end core product of Site Liquor, Tiangong has been selling well since its listing in 1972, showing a certain quota scarcity, and the price increase is not only to improve the matching degree between product configuration and product value, but also to ensure the healthy and orderly development of the market and terminals.
It is understood that after the upgrade of "Tiangong 1972", the price has been increased to 1288 yuan / bottle, and the product packaging has also been redesigned and the material has been upgraded. The LOGO and logo on the front label of the bottle body have increased the bronzing process, which is more high-end and atmospheric, and a new back label has been added, which contains ingredients and other information and product introduction, indicating that the product is "high-end old wine small batch blending", which can give consumers a more intuitive understanding. At the same time, the upgraded "Tiangong 1972" also added changes in small details such as bottle openers and corks to make it more convenient for consumers, and also made the product more unique and improved the overall texture.
Since its listing, Tiangong 1972 has been widely recognized by the industry, and has successively won many honors such as the Style Characteristic Award of the Central and South Core Production Areas of Chinese Baijiu and the Symbol Product of the Core Production Area of Special (Concurrently) Fragrant Baijiu. In the context of consumption upgrading, Tiangong 1972 shows another possibility of bare bottle liquor, which can not only meet people's needs for reminiscing about the feelings of the years, but also lead the liquor consumption market to upgrade its quality with extremely high quality and appearance.
Into the cup: really drink the real feeling to get "quality and effect unity"
Whether the wine is good or not, you don't know until you drink it. Because the body of the liquor can be seen through the bottle, many liquor companies in the market display the quality of the liquor in the form of shaking hops, pulling the "wine line", shaking the "tornado", etc., in fact, this kind of tasting method is more affected by the alcohol content, and cannot be completely used as a criterion for judging the quality of the liquor.
Compared with the external form of expression, Site Liquor attaches more importance to the actual tasting experience of the liquor itself. Up to now, Site Liquor has carried out hundreds of Tiangong 1972 tasting activities around high-net-worth target consumer groups, and actively appeared in high-end banquets and elite gatherings, directly exporting product quality to end consumers. Not long ago, in the Zhangshu City "Three Invitations and Three Returns" Work Conference and the first general meeting of the third session of the Nanchang Zhangshu Chamber of Commerce, more than 400 business elites drank Tiangong 1972 together, achieving a more experiential and valuable exchange and interaction.
Through a series of activities, Tiangong 1972 allows more consumers to perceive the high-end quality of Tiangong products through real experience, and thus produces a strong word-of-mouth fission. Tiangong 1972 enhances the high-end value expression of the bare bottle wine category with the ingenuity and craftsmanship inherited for thousands of years and the quality of Didi scarce and non-renewable old liquor, and also integrates the thousand-year-old brand story of Site Liquor into the slightest hint of wine aroma, interpreting the inheritance and continuation of wine culture.