"Don't give up, don't give up, live to do more meaningful things!" 」 This simple but powerful line makes the audience remember the role of Xu Sanduo, and also remember Wang Baoqiang.
Xu Sanduo is a character played by Wang Baoqiang in "Soldier Assault". In a later interview, Wang Baoqiang said: "Seriously, I think I am Xu Sanduo. Indeed, Wang Baoqiang, like Xu Sanduo, although his image was not very favorably, he counterattacked from a grassroots to the king with his own strength.
In the recent liquor industry, there is also a "liquor industry Xu Sanduo" who has achieved a counterattack from the grassroots to the king. It is the founder of this liquor brand "Donkey Kicking Horse", which has been valued at more than 100 million yuan in only half a year of listing - Qin Nan, a post-90s Henan guy, who has had a kind of "sharp energy" since he was a child, and he must do what he wants to do the best. In order to enter his favorite key university, he took the college entrance examination three times. After graduating from a key university, he interned in a liquor brand company, and unexpectedly, this work was 8 years, from an obscure intern to a brand publicity director.
In the past 8 years, because of a chance, the company invited Wang Baoqiang to do publicity, which made everyone find that they not only had the same "donkey temper", but even looked so similar. Since then, Qin Nan has had a title of "Xu Sanduo in the wine industry". He thought he would retire here like most people, but an old friend party changed his life.
In 2017, Qin Nan took a phone call that made him happy, and several old classmates with good relations came to Beijing. He happily met with his old classmates. After a long time of reunion, everyone has a lot to say, and Qin Nan also plans to take his friends to the Great Wall the next day. But because of the fun, everyone drank a lot of wine at the dinner table. As a result, the plan originally set the next day could only be canceled.
After waking up, a group of people began to sit together and chat, and said yesterday's wine, saying, "Can you people who make wine push more wine that the people can afford to drink, don't move is the face of consumption, like those of us who have not graduated for a few years often can't afford to drink hundreds of pieces of land, you know that after we are 90, we are the main force of consumption."
The speaker may have casually complained, but Qin Nan took this remark to heart. Subsequently, a detailed investigation was made immediately on the market of Beijing Erguotou, and it was found that there were no less than a thousand kinds of products in Beijing Erguotou alone, and the products were even more mixed and uneven. There are even fewer suitable drinks for young people, which makes Qin Nan can't help but think, can you make a pure grain good wine suitable for young people to drink interestingly and materially?
In 2019, Qin Nan quit his job, made a plan seriously, gathered some like-minded friends, and started his own entrepreneurial path. At the beginning of its business, it has formulated a strict product strategy, that is, "3 high and 1 flat" - high quality, high value, high feelings, and affordable price. In order to achieve the standard of "3 high and 1 flat", Qin Nan can be said to have brought his "donkey temper" into full play.
On the road to entrepreneurship, the hardships are unimaginable, let alone to make a brand new product. In order to make the liquor not on the top, the taste is good, Qin Nan went to invite the Chinese wine critics to contribute to the text, Gao Lianhua and his wife, in order to invite them to personally go out of the mountain, Qin Nan gave full play to the "donkey temper" of "Xu Sanduo", visited many times, in order to show the greatest sincerity, it is said that he even gave the couple three kowtows on the spot.
Brewed and checked by the two masters personally this wine soon came out, it took the traditional brewing process, take the most essential part of alcohol, does not contain any edible alcohol additives, it can be said that it is a fine product of ingenuity, the biggest feature of this wine is that the taste is soft to drink but not on the head, such a good wine, Qin Nan but it will be positioned at 30-40 yuan price range, to achieve the original intention - super high cost performance.
In this era of looking at faces, Qin Nan knows the importance of appearance. It invited the top design team to open the mold more than 300 times, and finally confirmed the bottle body below the upper circle. The outer packaging is a change from the traditional color of liquor, using bold emerald green with off-white, which looks noble and not tacky.
Quality, appearance have been, without a loud name is not enough. Therefore, Qin Nan flipped through the history books and found the allusion of the Jin Dynasty and Jin Lan wine that "instead of drunk the donkey, but made the donkey kick the horse", he named it "Donkey Kicking Horse". Coupled with its own "optimistic, persistent, a little two" "donkey temper" injected its soul into it. Later, he painted this "donkey brother" who was "thick and handsome" to the bottle.
In this era of extreme fragmentation of information, Qin Nan is well aware of the truth that "wine is also afraid of deep alleys". Therefore, it adopts the model of "deep distribution + traffic detonation" and carries out online and offline two-wheel drive. Online, donkey kicking horse has captured the hearts of many consumers with the optimistic and slightly two personality of "donkey brother". Offline, it is also advertising in major supermarkets and core locations, and for a time the "green storm" swept the country.
In this way, this post-90s young man, using his "vigor" like "Xu Sanduo" and his 8 years of industry experience, has realized the counterattack of rural boys to over 100 million founders. The "donkey kicking horse" brand founded has also brought the gospel to more people who like wine and love wine.