The combination of liquor and cultural IP is actually the collision and rebirth of culture.
Text | Luo Yaling
When we talk about Dunhuang, what are we talking about?
Not only the murals, not only the Mogao Grottoes, not even the area of Dunhuang, but also contain the mysterious, beautiful and charming unique culture represented by these two words. In a certain sense, Dunhuang is a condensed symbol of cultural inheritance, which is what we usually call cultural IP.
The liquor industry has always favored cultural IP, on the one hand, liquor itself is a representative of a type of culture, on the other hand, the essence of favoring cultural IP is to pay attention to such culture. The deep meaning of the combination of the two is actually the collision and rebirth of cultures.
So, have you ever wondered what the collision of three types of cultures looks like?
Guojiao 1573 Taste Dunhuang (hereinafter referred to as "Taste Dunhuang") is to put Dunhuang, international music master Tan Dun and Guojiao 1573 three major IPs into this bottle of wine.
01
How does "a bottle of wine" fit into the three major IPs?
How can a bottle of wine hold three big IPs?
From the appearance point of view, the taste of Dunhuang collection version of six pieces for a set, its bottle body using national porcelain Yongfengyuan, six products with blue, purple, black, red, apricot, white as the main color - this is also the typical color of Dunhuang Mogao Grottoes murals, and then paint the typical elements of the murals, this set of products is the freehand version of the Dunhuang murals.
It is worth mentioning that the products of six different colors also symbolize the beautiful meaning of prosperity, auspiciousness, honor, solemnity, wisdom and harmony in Chinese culture.
In terms of wine body, Dunhuang is brewed by the "living double national treasure" of Luzhou Laojiao, which has lasted for 448 years and the traditional brewing technique of Luzhou Laojiao, with the traditional brewing techniques of Luzhou Laojiao, which has been stored in The Pure Yang Cave at constant temperature and humidity for more than ten years, and finally carefully reconciled by the secret formula of the chief winemaker of the National Cellar.
Therefore, the wine body of Dunhuang tastes mellow and sweet, plump and round, with a long aftertaste and typical style of 1573 wine.
The connection between taste Dunhuang and Tan Dun has to start from the source of the concept of this product. Since 2017, Luzhou Laojiao Guojiao 1573 and Tan Dun have opened cooperation; in 2020, Luzhou Laojiao Guojiao 1573 has joined hands with Tan Dun's "Dunhuang Ode to Mercy" tour, and Taste Dunhuang is an ultra-high-end cultural and creative liquor product produced by this event as an opportunity.
02
The value behind IP fusion "fusion"
Set the three major IPs in one, the taste of Dunhuang products itself can be said to be the spark of excellent cultural collision, so it has a high cultural value. But the value of tasting Dunhuang is not only about culture.
From the perspective of appearance alone, taste Dunhuang will reproduce the splendid and magnificent bottle body of Dunhuang murals, and Tan Dun's "Ode to Dunhuang Mercy" will make it connected with the music field, and the products have been given high artistic value in both tangible and intangible;
As mentioned above, taste Dunhuang is brewed from a "living double national treasure", coupled with long-term storage and careful blending, its wine flavor has the tasting value of giving people to enjoy;
It is worth mentioning that this taste of both inside and outside Dunhuang adopts a limited sale policy in terms of sales, and limited sale means that the product is scarce, and the collection value is presented;
The slogan of the product is "Taste of China, starting from the taste of Dunhuang", which means that Taste Dunhuang will position itself as the carrier of China's excellent traditional culture, carrying the heavy responsibility of leading Chinese liquor and Chinese culture to the world, and also unlocking new stories and filling new connotations for Chinese liquor, which is the value embodiment of the industry.
Integrating five major values such as culture, art, tasting, collection, and industry responsibility, taste Dunhuang can be regarded as a unique existence in the liquor industry, and such a existence is difficult to imitate and copy.
03
The "rock point" of the old cellar in Luzhou
A few days ago, Luzhou Laojiao released the third quarter report, according to the financial report, its operating income from January to September 2021 was 14.11 billion yuan, an increase of 21.65% year-on-year; the net profit attributable to the shareholders of the listed company was 6.276 billion yuan, an increase of 30.32% year-on-year.
This performance has aroused the continuous attention of the industry, because the data shows that the performance of high-end wines represented by The National Cellar 1573 in Luzhou Old Cellar has been further enhanced, and the product structure has continued to improve.
"On the one hand, for the head of the famous wine companies, the high-end and above market is the key point of competition; on the other hand, with the upgrading of consumption and the leadership of the leader, the ceiling of the high-end market is opened, and the wine companies still need to continue to 'climb the rock'." Some industry insiders said.
Rock climbing, on the other hand, requires rock points (protrusions on the climbing wall, which are the focus points for upward climbing).
<< swipe to see more >>
It is understood that the average price of a single product in Dunhuang is about 3,000 yuan, which is higher than the mainstream high-end price band of the current market. From this pricing, it is not difficult to see that the taste of Dunhuang is not only the product matrix layout of Luzhou Old Cellar in the high-end market, but also one of the "rock points" for Luzhou Old Cellar to achieve upward climbing, which is of great strategic significance.
At the 2020-2021 Luzhou Laojiao Annual Dealer Commendation and Marketing Conference held in April this year, Luzhou Laojiao planned the short-term goal of returning to the "top three in the industry" during the "14th Five-Year Plan" period and the long-term goal of "making Luzhou Laojiao great again" in 2030.
Obviously, Luzhou Old Cellar has a clear plan for the height of its own climbing, and what role will the taste of Dunhuang play in it? Can be expected.