With the rise of 90, 00 young consumer groups, the concept of consumption has also been upgraded from the pursuit of brands to pay more attention to quality, as a liquor country, drinkers are not in the minority, light bottle wine with its cost-effective advantages, gradually occupy the liquor market share, light bottle wine market can be expected in the future.
Light bottle wine from 1 to 2, high-end wine instead of low-end wine?
Under the influence of the recent consumption upgrade, all walks of life are undergoing changes, and even the "ration wine" in the mouth of the people - the industry of light bottle wine has not been avoided. Major liquor companies have adjusted prices, such as the price of Fenjiu Bofen raised to 50 yuan price bracket, even the "king of folk wine" NiulanShan has not escaped, and the price of some of its products has increased by about 10%. Such a market situation seems to show people a message, the light bottle of wine is in the process of crossing from 1 to 2, "high price and high quality" will replace the "low price and low quality".
But is this really the case? A post-90s "donkey" who led a "donkey" who was listed for only half a year and was valued at over 100 million yuan seemed to give us a different answer.
Donkey Kicking: Consumption Upgrade ≠ "High Price"
Under the influence of consumption upgrades in all walks of life, this emerging liquor brand "Donkey Kicking Horse", which has been valued at more than 100 million yuan in only half a year, proposes that consumption upgrades are not exactly equal to high prices, but may be pursuing an extreme cost performance.
It seems that the market is also affirming the practice of "donkey kicking horses", this emerging liquor brand has obtained a valuation of 100 million yuan in only half a year of listing, and has also entered dozens of district and county markets such as Changsha, Beijing, Hubei, etc., which is deeply loved by consumers and has set off a "green storm" offline.
The rising star of the wine industry, the trader behind it is a post-90s
What is even more surprising is that the trading team behind it is a group of post-90s. Qin Nan is one of them, since he grew up loving to watch "Soldier Assault", he learned the "donkey temper" of the protagonist "Xu Sanduo" who did not abandon and did not give up, which led to being jokingly called "Xu Sanduo in the wine industry" in his work. But it is precisely because of this belief that one thing must be determined to do well, not only let Qin Nan be admitted to his ideal university, after graduation into a top 500 liquor company to work, but also let the later entrepreneurship also achieve good results.
The donkey kicking horse he founded can achieve such good results in just half a year, which is derived from his keen observation of the liquor industry for 8 years. In the case of "Donkey Kicking Horse", the brand was founded from a drunken conversation at a classmate's party.
At that party, they were unable to plan for the next day because they had a headache due to drinking and having fun. After waking up from the wine, he said, "The wine on the market is getting more and more expensive, can't we recommend more of the wine that we ordinary people drink, we who have not graduated for a few years often can't afford to drink hundreds of wine, don't move is face consumption."
This was originally a joke after drinking, but it turned out to be remembered by Qin Nan. Immediately afterwards, a market survey was launched, which found that the low-end wines that had won by price gradually rose in price, and the quality of the varieties was mixed. At this time, he wondered why he couldn't make a high-quality, high-value, high-feeling ration wine for the people? Finally, he resigned in 2019 and began his entrepreneurial journey with a group of partners.
The sword blade came out of the grinding - "Second Pot Head No. 1 Plan"
At the beginning of the business, Qin Nan and the founding team finally decided to adhere to the original intention to make a pure grain liquor that ordinary people can enjoy, "high quality, high value, high feelings, civilian price", and the first plan of the second pot came into being, and the team made sufficient efforts to achieve the standard of "three highs and one flat".
First of all, in terms of quality, Qin Nan invited Chinese wine critics to come out of the mountain, according to the current consumer group like to be slightly drunk, tired of the head of the drinking habits, the two masters personally developed and brewed, after more than a hundred times to have today's delicious cheap liquor donkey kicking horse.
In today's era of "looking at the face", Qin Nan is well aware of the importance of appearance in today's era, the packaging is also painstaking, the design draft is more than 300, after many draft revisions, this bottle takes the vodka bottle as inspiration, and the upper circle and lower bottle body of the traditional and modern integration are determined.
Good quality and appearance are not the final result, and products without cultural heritage are doomed to go further. Qin Nan flipped through many ancient books and classics and found that the "Jinlan wine" as early as 800 years ago - "not only not drunk donkey, but made the donkey kick the horse", which is similar to the "good taste can not be top" developed by himself. With this, the name of the donkey kicking horse was settled.
Jiang Xiaobai's old opponent shot again! Online and offline go hand in hand
In today's era of extreme fragmentation of information, the product has a guarantee, and it is not possible without publicity. Qin Nan knew this well, and he and his team decided to continue the online and offline two-wheel drive play of Jiang Xiaobai's "old rival".
It adopts the method of "deep distribution + traffic detonation" to open up every marketing door. Create a red person effect online, the cute and unique donkey image can enhance the viewer's memory points, and continue to output high-quality original video content in the mainstream media, and even penetrate into daily chat expressions and GIFs.
Offline all-round multi-scene brand advertising, in a number of popular film and television works have a donkey kicking horse figure.