In the past two days, the paragraphs of the sunrise masses have made meritorious contributions have been screened on the Internet in various ways. For many companies that hope to enhance brand awareness through spokespersons, they think that only the traffic artists who are blown up by fans are a "high-risk investment", and they did not expect that children who learn piano will also "become bad".
High-quality idols, artists, celebrities, and artists are increasingly becoming "scarce products" in the market. But I don't know if you have found that there is an industry brand spokesperson the overall quality of the sense is very high, the industry's head brand in the choice of spokespersons in the thousands of choices, every spokesperson who enters the industry can be called a national artist.
This industry is the liquor industry.
Rongda Sauce Wine, known as the "Legendary Brand of Moutai Town's Four Great Sauce Wines", recently officially announced a national-level "ratings male god" as the chief tasting officer - Li Naiwen. Coupled with Jiang Wen's endorsement of Guizhou Anjiu some time ago, Cui Jian's endorsement of guojiao 1573 ice drinking liquor, Wu Jing's free delivery of goods in "Wolf Warrior", Liu Ye's endorsement summary, Lin Yongjian's endorsement of Xiao MuXian, special actor Liu Jin's endorsement of zhenjiu... The traffic may not be as good as small fresh meat, but the professional strength is absolutely obvious to all. It can be said that the liquor circle has almost become the "gold content ranking" of male stars in China's performing arts industry.
So the question is, why can brands in the liquor industry please move these "strength factions"?
01
Endorsement pays attention to "door to door", and strength is the best traffic
Establishing emotional links with consumers is the core of brand building, and signing a spokesperson is the key action for enterprises to shape "brand symbols". How do you pick a spokesperson who matches your brand? Is it to choose an Internet celebrity traffic star, or a treasure actor who has been neutral in the industry for many years by his acting skills?
At this point, the choice of the liquor industry has maintained a high degree of consistency, and the team of Rongda Sauce Liquor has not hesitated at all.
Li Naiwen, who can maintain a very high degree of popularity on the big screen and TV series, and even on variety shows, is the best candidate. Whether it is the National Day gift blockbuster "My Father and My Father", or the national treasure director Zhang Yimou's new spy war film "On the Cliff", or the thriller suspense film "Perfect Victim" that grabs the attention of young people, the annual big production "My Father and My Father", and even the TV series such as "Great Qin Fu", "Warm Taste", "Liu Yong's Pursuit" and other TV series that are highly received on TV, each will have that "familiar and strange" face: obviously it is Li Naiwen, but the roles created are ever-changing, good and evil.
Brands need traffic, but they need quality traffic, traffic that has been tested for time. Li Naiwen, who graduated from the Chinese opera class, has experienced 18 years from participating in the first TV series "Good Things and Many Things" in 2003 to today. Not only that, Li Naiwen is also a "shoulder handle" on the drama stage, and since he was 5 years old, he has performed in the theater with his mother for nearly 40 years. Actors who can withstand loneliness and polish their acting skills through the drama stage are scarce in the industry.
The Rongta Sauce Wine team wanted to sign Li Naiwen, but it is said that the Li Naiwen team in turn conducted a months-long comprehensive inspection of Rongda Sauce Wine. What is the condition of the winery of Rongta Sauce Wine? What is the yield? What about the old wine reserves? How is the process? What is the price? What is the quality of the wine? What do industry experts say about tasting reports? The head of Rongda Sauce Wine Team admitted in an interview that it was the first time he had encountered such a rigorous and responsible brokerage team.
In the end, Li Naiwen, who was known as the "bone of the changeable drama" and "the male god of ratings", successfully held hands with Rongda Sauce Wine, which was "the legendary brand of four sauce wines in Moutai Town".
02
The real needs of Mesozoic users are also the "mainstream aesthetics" of society
When it comes to liquor, especially sauce liquor users, many people's first reaction is: the old man's favorite. What good aesthetics can the brands and stars that "old men" like?
In fact, it is quite the opposite.
In the process of upward mobility in the workplace and family, the middle-aged user group is more and more favored for sauce wine with a higher sense of quality and stronger social attributes. The data shows that the users of liquor, especially sauce liquor, are accelerating the young and middle-aged. These post-70s and post-80s young aesthetics, even in today's entertainment circle, are all ceiling-level existence: Andy Lau, Zhou Runfa, Little Tigers, Lin Qingxia, Zhao Yazhi, Faye Wong, Jay Chou... Although a generation has a generation of aesthetics, 20-year-old young people have their favorite idols, but the aesthetics of young and middle-aged users can still be said to be the mainstream aesthetics of the current society "dinghai god needle".
This is why it took rongta sauce wine only 9 months to soar to 7.825 billion in brand value. Among the old-school sauce wine products, Rongda sauce wine took the lead in integrating the aesthetics of Mesozoic users into the brand. The classic Maitreya Buddha belly wine bottle design and fashion darling robin egg blue use, both the profound heritage of China's thousand-year culture and the fashion aesthetic of the international first-line trend, elegant and seductive, was once called "immortal beauty" by netizens.
Not only is the appearance online, the quality and taste, Rongda sauce wine has also met the needs of Mesozoic users. The newly launched Rongta aging wine, for the first time using the unique formula of 6+15+20, is based on 6-year-old wine, supplemented by 15-year-old wine to enhance the taste and 20-year-old wine to increase the fragrance, making the whole wine give people a good sense of experience.
Some insiders commented that Rongda sauce wine is the most understanding of Mesozoic users. The choice of spokesperson can also see the intention and ambition of Rongta sauce wine in the mesozoic user sauce wine market. Li Naiwen's steady and steady career development step by step, coupled with elegant and humble middle-aged temperament, is the user portrayal of Rongda Sauce Wine.
03
National-level products need national-level spokespersons
Li Naiwen, who is sharp in the play, but outside the play, he hopes that his life can be as low-key as possible, low-key enough to go to the vegetable market anytime and anywhere to buy vegetables, can squeeze the subway without scruples, can sit on the side of the road and drink with friends... Bright and beautiful left to the role, in private he only wants to live the life of ordinary people.
He may not have to be a national idol, but he must be a national actor.
Just like choosing Li Naiwen's Rongda sauce wine, you must make national-grade sauce wine.
Sauce wine in the liquor market in recent years can be described as a ride. Because of its complex process and scarce output, under the pull of Maotai, the entire sauce wine industry has entered a period of rapid growth, and the price has also risen in tandem. However, after the "price increase development" of the past few years, the soy sauce wine market is entering a period of rational value expansion, and the short-term "collection investment demand" is giving way to the real long-term "drinking demand".
In the "blind test" link of Rongta Aging New Product Launch, in the face of the comparison with thousands of yuan price products, the quality and taste of Rongta Aging wine have still been unanimously affirmed. As an authentic sauce wine inherited from the thousand-year-old Song Dynasty official cellar in Moutai Town, adhering to the high-grade ancient Kunsha process, Rongda sauce wine not only retains the delicate and mellow characteristics of the wine body itself, but also plays the characteristics of the sauce wine sauce with rich aroma and long aftertaste.
The taste and quality are not lost to the thousand-yuan ultra-high-end sauce wine, but the price maintains the rational consumption range of the national level. Rongta Sauce Wine International Blue, Rongta Sauce Wine 15 and Rongta Aging Three products are priced in the range of 400, 600 and 900 yuan respectively, and under the industry consensus of "Mao drink and not fry", it has become the real practitioner of the sauce wine industry to return to rational consumption.
To create a truly high-quality-price ratio of national sauce wine for Mesozoic consumers, Rongda Sauce Wine has a forward-looking pulse of the market. In 9 months, the brand value reached 7.825 billion, ranking among the four legendary brands of sauce wine in Moutai Town, which may just be the prelude to a new sauce wine era.