Edit | Yu Bin
Produced by | Chaoqi Network "Yu see column"
In this era of extreme material abundance and continuous upgrading of consumption, the pursuit of a relaxed and minimalist lifestyle has also become the yearning of many people's hearts. As a representative of the simplification of wine products, light bottle wine has also become a hot concept and product category.
Light bottle wine, as the name suggests, is that there is no outer packaging, you can directly see the wine of the bottle, and the opposite is the packaged wine.
From the packaging to achieve minimalism, light bottle wine is also loved by young users. However, everyone has a heart for beauty. In order to cater to the aesthetics of young people, many liquor brands have also begun to make a fuss about wine bottles, and even become popular because of this.
In recent years, liquor brands with relatively large spreads, in addition to Jiang Xiaobai, who sold feelings in the early years, there is also the guangliang liquor industry that has quietly risen. It is understood that Sichuan Guangliang Liquor Co., Ltd. was established in 2019, and the coordinates are located in Chengdu. What is amazing is that this company has only been operating for more than 2 years, that is, it has reached the annual sales of tens of millions of bottles, and has been blessed by a number of star capital.
According to reports, Guangliang Wine has accumulated more than 100 million yuan in financing in 2020, and its target sales in 2021 are 3 billion yuan. Under the prosperity of the world, is Guangliang Liquor expected to become a dark horse in the liquor market, or is it like many cutting-edge brands, high and low and short-lived? We may wish to explore from the height of the industry and the internal and external layout of guangliang wine industry.
The light bottle of wine went viral, and the false prosperity under the survivor bias
As we all know, the past Chinese consumer market was an era of "not looking at curative effects and looking at advertisements". Advertising in traditional media has brought huge brand voice. The way to make a brand that throws money at it has been tried and tested. Therefore, it has also driven the ladder media platform of Focus Media and New Wave Media to the peak moment.
However, after the arrival of the mobile Internet tide, times have changed, and traditional media advertising has become ineffective. Therefore, new media has also become a new position for the marketing of major brands.
However, compared with the cutting-edge brands born in the Internet era, so they understand the Internet and new media marketing more, the traditional liquor brands seem to be old and heavy, and have not kept up with the pace of this era. This also gives some new liquor brands more opportunities to emerge. With the rise of the brand of Internet new media marketing, Jiang Xiaobai can be described as second to none.
Coincidentally, with the help of new concepts such as liquor digitalization and social media marketing, Guangliang has also broken through the siege in this track, forming a communication volume that far exceeds that of traditional liquor brands. Coupled with its strong emphasis on the concept of "light bottle wine", it also makes people form an illusion that light bottle wine may become the future development trend of the liquor market, is this really the case?
According to the "Yumi Column", this is nothing more than a survivor bias effect. You know, light bottle wine is relatively traditional packaged wine, and it is a hard wound in terms of price. The average price of less than 100 yuan of light bottle wine is destined to be only the tip of the iceberg of the liquor market, and whether it can become a big climate is still unknown.
According to the data of China Research Network, the market size of China's liquor industry in 2019 was 561.7 billion yuan, and enterprises above designated size showed a downward trend, at about 1,000. There are also data that show that in recent years, the average growth rate of the high-line light bottle wine market has been about 20%, and the future growth rate will continue to remain at 15%-30%. However, although some liquor brands have been born in recent years, the scale of the liquor market and the light bottle wine market is also expanding simultaneously, but the market size of the light bottle wine is less than 100 billion.
It is not difficult to see that the positioning of Guangliang Liquor is also a relatively low-end consumption category and is not the mainstay in the liquor market. However, no matter how small the fly is, it is also meat. The head liquor company has not turned a blind eye to this future market.
It is understood that Luzhou Laojiao, Shede Wine, Wuliangye and other well-known wine companies have also laid out the high-line light bottle wine market, and the first signs have begun. Therefore, high-line light bottle wine is also regarded as a weapon for traditional distilleries to break the industry.
However, this also means that guangliang liquor, which positions light bottle wine, is bound to face huge competition from traditional wine brands. And is its new media marketing, which it is good at, enough to support its market position and occupy a place in this chaotic and strifeed market of liquor? Obviously, putting aside the survivor bias to dig up the truth about the entire industry is not an easy task.
Is the dataization of light bottle wine a gimmick or a selling point?
Looking deeply into the reasons behind the attention of light bottle wine in recent years, it is not difficult to see that this is closely related to the consumer groups it targets. According to tripartite survey data, the proportion of post-70s, post-80s and post-90s is about 29%, 42% and 23% respectively. Moreover, with the post-80s and post-90s becoming the mainstay of today's society. The supply of liquor in traditional distilleries has long been difficult to match their demand for liquor.
It is worth noting that the needs of this part of the group and the consumer group of high-end liquor are very different. Although the light bottle of wine goes to the outer packaging, the appearance of the bottle, the taste and quality of the liquor will also become the key factors in the consumption decisions of such consumer groups. Therefore, the pursuit of cost performance and the pursuit of fashion and new trends have become the new demand of the new era, and rational consumption has been fully reflected in the liquor market.
However, it is precisely because of this that while the demand for light bottle wine has soared, it is also because its unit price is lower than that of high-end liquor and covers a wider range of people, so it can only win by quantity. It is understood that in the early years of the light bottle wine market, the unit price was mostly below 60 yuan, and although the light bottle wine of more than 100 yuan had market potential, it had not yet exploded. Therefore, the "Yu see column" also noted that in addition to playing a cost-effective marketing strategy, the light bottle wine brand will also "package" some new concepts.
For example, Guangliang "removes the packaging and drinks good wine, and good products speak with data." The brand's data bottle series is marked with different numbers such as 19, 39, 59 and so on on, such as "Guangliang 59", which means that the content of its three-year grain-based wine has reached 59%. Although this move is indeed innovative, its differentiation is mainly from the marketing level. What has changed is marketing rhetoric, and what has not changed is the bottle of old wine.
You know, the so-called digitization of the Internet industry is more based on user needs, based on consumption scenarios, from the product side, service end, industry end to the industry revolution. From this point of view, the dataization of the ingredients of liquor is nothing more than a new bottle of old wine, which is not directly related to digitalization.
However, the reason why Guangliang Liquor, like an Internet company, has been blessed by multiple rounds of capital is also related to its marketing concept. In addition to digitizing products, Guangliang has also made efforts in user digitization.
For example, Guangliangjiu uses a marketing code of one bottle to capture omni-channel consumers, trying to turn each bottle of Guangliangjiu into a link contact point between the brand and the consumer. However, connecting users is only the first step in digitizing users. In order to form a user stickiness and fission effect, it has carried out a series of marketing to connected users with the help of a third-party platform.
For example, buy gifts, spikes, red envelopes, discount rolls, group purchases, red envelopes to be unlocked, coupons, etc. In addition, the use of a bottle of one yard anti-counterfeiting crackdown may also have strategic considerations for guangliang wine.
However, counting up, whether it is its packaging to present product data, or the use of a bottle and a yard, but it is from the perspective of marketing, another way to express themselves and protect themselves. For consumers, Guangliang liquor may only change its high-value packaging, and more people are willing to believe that although Guangliang liquor is positioned as a light bottle wine, it is still only by relying on trendy packaging and deep marketing methods to brush up the sense of existence.
It is understood that one year after its new product was launched, it won three world awards, including the German Red Dot Award, the authoritative German red dot award in the design industry. This means that Guangliang wine is remarkable in packaging design.
But from the consumer's point of view, if the quality and taste of liquor are no different from other liquor brands, but a series of cold data are placed on its bottles, how long can users be fresh? The answer is clearly uncertain.
In addition, the young people who advocate simple fashion originally just wanted to make drinking simple and interesting, so they no longer chose slightly heavy packaging wine, but the new brand has become a flower fist embroidery leg, and finally it is still fancy, or making a big fuss about product packaging.
The players on the light bottle wine track are like clouds, how can the light wine industry win?
As mentioned above, traditional wineries also keenly smell the huge market for light bottle wine, so they have gradually positioned and priced their products to the light bottle wine market of about 100 yuan.
It is observed that the competition pattern of the light bottle wine market is relatively scattered. Moreover, in the past two years, many wine companies have actively laid out low-end light bottle wine products and carried out network distribution through retail channels.
Therefore, because of the actual sales process, it is closely related to the brand marketing and channel layout of each brand, so it has also formed a relatively balanced market share distribution.
Taking the 2019 data as an example, Niulanshan, Bofen, Jianzhuang, Laocun Mayor and Red Star ranked high in the sales data, but the proportion of Niulanshan City, which ranked first in the list, was only 13.85%. This also means that the current head effect of this industry is not obvious.
On the one hand, the major brands are equally divided, on the one hand, there is still room for this market, on the other hand, it also shows that different brands are on a par with each other in this segment, and they are evenly matched, which also indirectly explains the fierce competition. Therefore, as a latecomer to the liquor industry, Guangliang Liquor industry only cut into the market with a relatively low-end light bottle of wine, I am afraid that it is difficult to rely on packaging and concept alone, you can win a big victory.
It is true that Guangliang has the blessing of star capital, and may gradually increase its taste and move towards high-end in the future. But how can the stereotypical brand perception that consumers have formed quickly reverse in the short term? This undoubtedly adds uncertainty to consumer decision-making.
Looking at the successful development path of some brands, brands that move from high-end to low-end are more likely to gain the trust of consumers. The transformation from low-end to high-end has few successful cases.
Therefore, the current glory of Guangliang Liquor industry may be short-lived, and its future is bound to encounter the problem of impacting the high-end. And how it will gain a foothold in a track full of players will also be full of uncertainty.
epilogue
Most brands in the liquor industry have indeed aged, and Guangliang Liquor is determined to deepen the cultivation of light bottle wine, trying to reshape the brand perception of liquor, so as to establish a new era of consumption, new promotion channels and consumption channels, of course, there are its innovations.
However, its revolution in the industry does not seem to be complete. In the eyes of many people, although the light bottle wine is positioned to go to the packaging, the light wine has not got rid of the trap of winning by packaging. Therefore, rather than saying that Guangliang liquor is an innovation and revolution at the industrial level, it is better to say that it is a different marketing method to promote the liquor brand, and the bottle of Guangliang award-winning wine is still filled with aged wine. And will its bet on new media and new packaging make it a constant victory? Time will tell.