Landing in the blank market and focusing on user experience
Text | Qiu Fanxuan
Recently, Weijiu learned from the market that the cultural and creative product released by Yanghe, "Dreamer", has been officially launched, and will hold a brand strategy and product launch conference in Nanjing on May 9.
It is understood that the first product released by Yanghe Dreamer, the Dreamer Star Edition, is positioned at the sub-high-end, priced between 400-500 yuan. According to the research report of Changjiang Securities, from 2016 to 2023, the CAGR (compound annual growth rate) of sub-high-end liquor revenue will be about 30%, which is the fastest growth rate among all price segments, and 400-500 yuan is one of the price segments with the largest market capacity.
The person in charge of Sichuan Century Drive Liquor Co., Ltd., the general operator of Dreamer, said, "The Dreamer series is a powerful supplement to the Yanghe market. Through new brand appeals, product ideas, content, interaction and marketing scenarios, optimizing and subverting the inherent perception of liquor consumption, the Dreamer brand hopes to create a more vivid, more surprising, more valuable, more modern, and even more futuristic product experience. ”
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In the name of "dream", the brand has reached a new height
As we all know, in the liquor industry, liquor brands mostly face the market with a more traditional image, and products that can achieve the integration of tradition and modernity can seize the initiative in the highly competitive market environment.
It is understood that the series of products of the Dreamer brand will be committed to creating a full range of products with the connotation of the times, fashion, art, and the future.
The person in charge of Century Drive said, "The Star Edition first launched by Dreamer is an innovative marketing product launched for young consumer groups, and in the future, it will combine real products and virtual scenes, and strive to create a combination of brand and excellent quality through a new marketing model." ”
It is worth mentioning that the Dreamer series is not only unique in terms of brand connotation and design, but also the "lining" of the product is also very sophisticated.
From the perspective of brewing technology, Yanghe Dreamer adheres to the traditional and unique brewing process of Yanghe, adopts the ancient brewing techniques such as the old five retort slag method, midway sand return, slow fire distillation, graded storage, etc., plus long-term fermentation and long-term storage in the old cellar pool, and finally achieves the soft and soft taste of the product, and the wine is thick and delicate, and the feeling after drinking is also more comfortable.
From the brand point of view, the brand concept of Dreamer is "Starlight Shines, Dream Walks", hoping to convey to consumers the value concept that everyone is a dreamer, which not only reflects the brand's emphasis on dreams and personal achievements, but also conveys the brand image of positive pursuit of excellence, which is more in line with the spirit of the times.
In the eyes of industry insiders, the Dreamer series products not only carry the excellent quality of Yanghe liquor, but also innovatively focus on the eternal theme of "dream", giving the product a deeper cultural significance. Every bottle of dreamer is a commitment to quality, the inheritance of culture, and a vision for the future.
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Aiming at cultural creativity and customization to create a better user experience
The relevant person in charge of Yanghe once said, "The Dreamer brand is the first interactive digital cultural and creative liquor in the wine industry, and it is also the strategic core brand IP of Yanghe. ”
It is understood that each bottle of the dreamer's physical products has a unique two-dimensional code, and is the first to integrate digital collections and a variety of marketing methods in the digital world.
The person in charge of Century Drive said, "The QR code of the Dreamer Star Edition is not only a carrier of information, but also a bridge for consumers to interact with products. By scanning the code, consumers can not only understand the detailed information of the product, but also experience the digital collections carefully prepared by the operator, and feel the convenience and novelty brought by technology. ”
It is understood that in the first phase of the digital marketing campaign of the future product launch - the moon landing plan, the dreamer will give a specific "dreamer digital blind box" to each bottle of product, which not only endows it with the attributes of digital collections, but also can be superimposed and synthesized in a special way, and consumers will also have the opportunity to obtain personalized rewards. On the one hand, the name of the moon landing program echoes Yanghe's support for China's aerospace, and on the other hand, it also lays a series for subsequent marketing activities, echoing people's dreams of the stars and the sea.
In addition to digital collections and the gameplay of the digital world, Dreamer will continue to carry out technological innovation in user experience, and in the future, web3.0 and AIGC will gradually join the digital marketing activities of Yanghe Dreamer in the later stage, so as to create new marketing of alcohol and innovate a better user experience.
In the future, it plans to join hands with well-known IPs such as cross-border fashion, art, and culture to develop a series of co-branded custom works for consumption scenarios such as art, collection, and gifts.
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Lock in the private economy and land in the blank market
After the 2023 "destocking" cycle, 2024 is crucial for the wine industry. For dreamers, they have their own unique opinions.
"Yanghe Dreamer will conform to the trend of national economic development, actively lay out the construction of cross-border, cultural marketing and new consumption scenarios, and achieve a new marketing dimension and sales breakthrough for the brand through online and offline linkage, focusing on community and private domain, and cross-border cooperation. The person in charge of Century Drive said.
In the context of national economic development, the Dreamer Star Edition is positioned in the sub-high-end price band, with a huge market capacity of 400 yuan price range, which will provide Dreamers with a broader development space and also show the brand's accurate insight into market trends. In addition to the Star Edition released in the first phase, the follow-up versions of the Dreamer, such as the Bright Edition, the Shine Edition, and the Youth Edition, have also been fully created.
From the perspective of consumption, the Dreamer series also keenly captures the call of the country to develop the private economy, locks the consumer group in entrepreneurs, business owners and entrepreneurs with a wider age distribution, and uses the Dreamer brand as a link to create a strong cultural and brand resonance with the consumer elite, carries out resource and marketing interaction through the circle and private domain, and provides general products and flexible customized services.
The person in charge of Century Drive said that Yanghe's products have strong brand potential, and Dreamer will develop in dislocation with Yanghe's main product system, so as to build a new marketing dimension system of Dreamer, and take community group buying, content e-commerce and cross-border channels as the main sales channels, and is committed to expanding the blank area market as a strong supplement to the Yanghe market.
In the survey, Weijiu learned that in the past two years, the consumption power of the first- and second-tier consumer markets has gradually declined, while the third-tier cities and county-level markets have low daily fixed consumption pressure and great market development potential. This will also provide a broader market space for Yanghe dreamers.
The Dreamer series of products is the brand's insistence on innovation and a brave pursuit of dreams. On the journey of the sea of stars, Yanghe Dreamer invites you to set sail together, explore the unknown, and create the extraordinary. On May 9th, let us witness the arrival of this brilliant moment.
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