文丨酒业家团队（ID：jiuyejia360）
Planning丨Cold Spring and Twilight Snow Editor丨Yunheng Editor丨Yunding
A wine brand from the world's highest altitude is rising strongly and becoming the "new dark horse" of the Chinese wine market.
Wine industry experts have paid attention to the fact that since January this year, Pazhu Winery, a cutting-edge domestic wine brand, has taken advantage of aviation advertising to reach cooperation with many popular domestic routes, setting off a huge brand movement with a high attitude.
The wine market has not yet come out of the trough, in this context, the strong attack of Pazhu Winery is not only the accumulation of ten years of grinding a sword, but also will inject valuable confidence into the Chinese wine market.
01
Focus on key domestic consumption cities
Pazhu Winery has opened up a new channel for Tibetan wine
2024 is recognized as a year of brand differentiation and turning point in the industry, and for the fledgling Pazhu Winery, it is also a year of attack on the strong layout of the brand.
In January this year, Pazhu Winery took the lead in cooperating with Lucky Air, selected a number of domestic main routes, and pasted the product introduction of Pazhu Ice Wine on the luggage rack shell of each cooperative flight.
It should be noted that the brand of Pazhu Winery is not a passive one-way contact with passengers, and on the flight, the flight attendants will also provide each passenger with Pazhu ice pure tasting service. Tasting plateau ice wine at an altitude of 10,000 meters, its refreshing tasting experience not only captured the taste buds of thousands of passengers, but also made them yearn for the mysterious Pazhu Winery.
In addition to the tasting service, Pazhu Winery also uses Lucky Air's channels to sell products to meet the needs of passengers who want to buy what they see is what they get, and passengers have the opportunity to enjoy a 4.5% discount on Pazhu Ice Pure Pure Delivery to their homes.
The winemaker learned that during the event, the unique winery culture and the brand advantage of the world's highest vineyard made Pazhu Winery very memorable, which not only left a deep impression on passengers, but also gradually attracted widespread attention among the dealer group with the continuous improvement of attention.
Pazhu Winery revealed to the wine industry, "Since the launch of aviation advertising, dealers from all over the country have actively consulted, hoping to establish agency cooperation as soon as possible, including some distributors who are mainly engaged in liquor." ”
Some industry insiders pointed out that "with the intensification of the current involution of the liquor market, the profit margin of famous liquor is getting lower and lower, coupled with the advent of the era of consumption diversification, in addition to liquor, looking for wine brands with quality, brand and profit margins has become one of the main jobs of many liquor distributors, and Pazhu Winery, which has brand scarcity and firm market investment with long-termism, is undoubtedly the first choice." ”
After a successful test in the early stage, Pazhu Winery has reached a long-term and stable cooperative relationship with Lucky Air and West Airlines. At present, there are nearly 60 planes flying from Xining, Xi'an, Chengdu, Chongqing, Hefei, Kunming, Urumqi and other key cities in China to Tibet every day, and each flight flies an average of 4 times a day, quickly covering the brand influence of Pazhu Winery to more consumers.
Qu Tianwen said, "In addition to the existing cooperation, after May Day, Pazhu Winery will also add 4 flights with Chengdu Airlines, and China Eastern Airlines also has 19 flights under active negotiation, and it is expected that there will be 23 flights to be flown in May." ”
At that time, with the official take-off of the new cooperative flight, the brand building of Pazhu Winery will once again set off a new height.
02
Take advantage of aviation advertising
Pazhu Winery has achieved a breakthrough in brand differentiation
Located on the plateau, far away from the core consumer market, and coinciding with the birth of the industry trough, no matter from what point of view, the brand road of Pazhu Winery is difficult, however, the strong never complain about the environment, a clever chess trick to drop the aviation advertisement, so that the brand road "desperate survival".
From the perspective of flight passenger flow, Pazhu Winery has stepped on the dividend of the growth of tourism and business demand in Tibet. According to the data, in 2023, the number of flights in Tibet will be 60,700, a year-on-year increase of 63.2%, and the annual passenger throughput will be 6.897 million, a year-on-year increase of 106.1%, both of which will hit a record high.
In terms of airports, the annual passenger throughput of Lhasa Gonggar Airport exceeded 5 million for the first time, reaching 5.471 million passengers, a year-on-year increase of 111.8%, the annual passenger throughput of Qamdo Bangda Airport exceeded 420,000 passengers for the first time, reaching 424,000 passengers, a year-on-year increase of 60%, and the annual passenger throughput of Nyingchi Mirin Airport exceeded 600,000 passengers for the first time, reaching 683,000 passengers, a year-on-year increase of 133.1%. The annual passenger throughput of Alikunsha Airport exceeded 190,000 for the first time, reaching 194,000 passengers, a year-on-year increase of 71.7%. It should be noted that the above airports have a layout of Pazhu Winery on flights.
From the perspective of flight passengers, Pazhu Winery has captured the core consumer group of wine by occupying Tibetan wine and the world's highest altitude winery.
An industry insider said, "Passengers who fly between Tibet and the mainland are either loyal fans of the mysterious Tibetan culture, or work-related business groups, either of which are the core consumer groups of Pazhu Winery." ”
Qu Tianwen revealed, "Not only domestic consumers, but also several French people who came to Tibet a few days ago to travel to Tibet and wanted to drink Tibetan local wine, they came to us one after another, especially when they heard that we are super high-altitude wines, they were even more excited and excited." ”
From the perspective of flight advertising, the current advertising of Pazhu Winery is mainly on the back of the luggage rack shell and the small table, especially the small table advertising has the characteristics of high exposure and strong exposure.
Some industry insiders pointed out that the wide coverage of aircraft table advertising can reach a large number of target audiences, and due to the particularity of air travel, passengers will inevitably be exposed to desktop advertising throughout the flight, thereby increasing the exposure and memory of the Pazhu Winery brand.
In addition, relying on the big data of airlines, whether it is luggage rack advertising or small table advertising, it can be targeted according to the destination of the flight, the age, gender and interests of passengers, etc., to improve the pertinence and effectiveness of Pazhu Winery advertising.
03
Rooted in Tibetan terroir and culture
Pazhu Winery breathes new life into domestic wines
As early as the first year of the brand in 2023, Pazhu Winery has steadily made efforts to build its online and offline brands with long-term and firm market investment.
In terms of online, starting from the second half of 2023, Pazhu Winery has successively established official accounts and official malls in the three major social media camps of Douyin, Channels and Xiaohongshu, sparing no effort to promote the brand building and consumption cultivation of Pazhu Winery.
It is worth mentioning that thanks to the unique brand advantage, the product test of Pazhu Winery's online platforms has achieved phased success, and from the beginning of the year to the present, the cumulative revenue of each platform has exceeded 100,000. It is foreseeable that in the future, with the continuous accumulation of brand potential energy, the online transaction of Pazhu Winery will reach a new high.
In terms of offline, with the continuous establishment of distribution channels in various places, Pazhu Winery began to unite with distributors in various places to carry out a surging offensive of integrating product and sales in the local market.
Taking the Yueyang and Zhuzhou markets in Hunan Province as an example, in order to cooperate with the rapid sales of partners in various channels, Pazhu Winery decisively launched many advertisements such as anti-aircraft advertising, electronic screen advertising, bus advertising, etc., which rapidly increased the brand exposure of Pazhu Winery in the local area.
The winemaker learned that at present, the planned planting area of Pazhu Winery is 10,000 mu, and with the continuous deepening of the research on the plateau terroir, the vineyard planting area of Pazhu Winery has increased from 4,000 mu in 2022 to 8,500 mu in 2023, and the yield has also increased steadily on the basis of ensuring quality.
In the stock competition of oversupply, consumers' demand for alcohol products is no longer limited to high quality, and products and brands with scarce attributes have gradually become the focus of competition in the alcohol market.
In this context, Pazhu Winery, which holds the dual certifications of Guinness "World's Highest Altitude Vineyard" and WRCA "World's Highest Vineyard of Vidale Grape Plantation", is becoming the key for wine merchants to break through in the new cycle.
The world is full of fragrant flowers in April, and the peach blossoms in the mountain temple are in full bloom. Although the brand of Pazhu Winery started late, it is rooted in Tibetan terroir and culture, occupies the highest altitude of the world's Portuguese garden, and is leading the domestic wine to rejuvenate and embark on a differentiated brand competition path, and will also inject new impetus and vitality into the domestic wine with its own high-quality development.