Luzhou old cellar is in a hurry to return to the top three?
Text | Selling the drunkard team
| Yu Xiaomei
On October 17, the 1952 listing conference of Luzhou Laojiao was held in Shanghai, which was known as a strategic brand that led the comprehensive rejuvenation of Luzhou Laojiao, with a price of 899 yuan / bottle.
On October 22, Luzhou Laojiao 2022 Lunar New Year •New Year Gift Wine "Tiger Tiger Shengfeng" press conference was held in Chengdu, locking in the price band of 1,000 yuan.
Luzhou old cellar 1952, Luzhou old cellar "tiger tiger shengfeng", within 7 days, Luzhou old cellar under the 2 new products have been launched, such a speed is not faster? What are the deep considerations behind the operation of Luzhou Old Cellar?
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<h1 class="pgc-h-center-line" data-track="111" > strategic brand and Chinese New Year gift wine, front and back feet launched! </h1>
According to Luzhou Laojiao, "Luzhou Laojiao 1952 is a high-end strategic single product born to undertake market strategic tasks!" ”
Liu Miao, secretary of the party committee and chairman of Luzhou Laojiao Co., Ltd., said that for Luzhou Laojiao and China's liquor industry, "Luzhou Laojiao 1952" will shoulder "three major values":
1. Shoulder the value of famous wines. Convey to the world the determination of the revitalization of China's national industry, Luzhou Laojiao will unswervingly promote Chinese liquor to the world, so that the world can taste China;
2. Shoulder the quality value. Adhere to the orthodox incense process, give full play to the brewing advantages of "living double national treasure", and integrate the ingenuity and craftsmanship inherited by Luzhou Old Cellar for hundreds of years, so that consumers can taste the best art;
3. Shoulder the brand value. As the head liquor enterprise in China, Luzhou Laojiao has created a clearly focused brand system of "double brand, three strains, and strategic large products", and the dual brands of "National Cellar 1573" and "Luzhou Laojiao" coexist and prosper and complement each other.
Therefore, "Luzhou Laojiao 1952" is positioned as the strategic leading brand of Luzhou Laojiao product system, and is a high-end strategic single product that supports the benign and rapid development of the company.
The Luzhou old cellar New Year ceremonial wine "Tiger Tiger Shengfeng" is to "meet the market demand and create brand IP".
It is reported that since 2017, Luzhou Laojiao began to launch the Chinese New Year liquor designed with the zodiac year as the core, through the form of limited production and sale, to stimulate consumers' "philatelic psychology", so that the purchase of New Year liquor from simple product consumption to inertia consumption, the cultivation of consumers of New Year liquor is becoming more and more perfect.
At the same time, Luzhou Laojiao's customized wine business has also achieved rapid growth.
According to the data released by Luzhou Laojiao, in 2021, Luzhou Laojiao Custom Wine Company has achieved sales revenue of 560 million yuan. In 2021, the company's customized wine sales revenue increased by 103% compared with 2020 and increased by as much as 1800% compared with the beginning of its establishment in 2016.
One is a strategic high-end single product, the other is a New Year gift wine, each has a different market positioning and market tasks, even if it is released continuously in a short period of time, it seems that there is no problem.
However, some people in the industry still believe that such a new speed is "dizzying" and is not conducive to the focus of new products.
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<h1 class="pgc-h-center-line" data-track="109" new products are launched >, there should be intervals! </h1>
On the one hand, in the same market, the price difference between the two new products is limited, even if there are different market positioning and market tasks, but the liquor consumer groups faced and the upcoming Spring Festival consumer market are consistent. Therefore, there will inevitably be a "collision" between these two products.
On the other hand, Luzhou Laojiao 1952 or Luzhou Laojiao "Tiger Tiger Shengfeng", there is a key similarity, that is, they are all endorsed by the Luzhou Laojiao brand, that is, their sales need to borrow from the Luzhou Laojiao brand.
However, the brand power of Luzhou Laojiao is relatively stable, and the power to only provide help to one new product will be different from the help provided to two new products at the same time.
Third, the focus time of new products is too short, Luzhou old cellar 1952 has just come out, should be hot iron, continue to promote the stage of rising popularity, but the arrival of "tiger tiger shengfeng" robbed the original focus on Luzhou old cellar 1952 attention.
In this regard, some industry experts said that Luzhou old cellar in 7 days in a row to launch two new products, which itself does not have too much problem, with the "soft and hard power" of Luzhou old cellar is enough to solve.
More emphasis should be placed on "Why?" ”
Experts believe that at the beginning of this year, Luzhou Laojiao Wine clarified the "14th Five-Year Plan" strategic plan and 2030 targets, and clearly stated that it would insist on returning to the "top three" positions of China's liquor industry.
But the competition is cruel, the status of "Mao Five" can not be shaken at the same time, Yanghe, Fenjiu is not a light opponent, if there is no new breakthrough, Luzhou old cellar back to the industry "top three" is difficult.
Therefore, from last year to this year, everyone can clearly feel the acceleration of the old cellar in Luzhou.
After the national cellar 1573 stood firm in the price band of 1,000 yuan, the highlight series was immediately launched in 2020. Subsequently, the black lid light bottle wine positioned at 98 yuan / bottle was launched, as well as the recently launched Luzhou Old Cellar 1952 and Luzhou Old Cellar "Tiger Tiger Shengfeng".
The original intention of Luzhou Old Cellar should be to stand in the high-end thousand yuan price band at the same time, support new products to occupy the sub-high-end and light bottle wine market, and improve the performance of the three markets of high- and low-end at the same time, so as to return to the "top three" of the industry more smoothly.