This article is original by xn Zhijiu Without authorization and may not be reproduced
Text | Zhijiu Team (id: xnzhijiu)
In the recent content push of the relevant articles of the public account of Baomei Famous Wine, an article entitled "Li Shiyi: All the Emergence of the World, Are "Planned for a Long Time" Thick accumulation" has attracted special attention from Xn Zhijiu, and was instantly shaken by the objective self-summary of Li Shiyi, founder, chairman and president of Baoshu Group. To be a brand, which is so easy to "debut is the peak", behind all the phenomenal level, it is the hard work and sweat of the team.
▲Li Shiyi, founder, chairman and president of Baoyi Group
From the "interception" of sauce wine for half a spring in April this year, to the tide set off on the shore of Hangzhou's West Lake in June, and then to the golden autumn in October, five consecutive cities and explosion of autumn sugar. Today, Baosheng has become one of the few phenomenon-level brands in the industry with its own traffic, and its explosive growth in the past year or so has been called "Baosheng phenomenon" in the industry. Observe the industry phenomenon, but also to gain insight into the brand logic behind the phenomenon. In this golden autumn October, why does Baoshu want to provide one good play after another for the industry? What is the "Red October" behind the "5 cities, 3 halls and 1 single product"?
Not long ago, the film "Peak Explosion" starring Huang Zhizhong, the spokesperson of the Baoshu liquor brand, swept the whole network, and an old railway soldier played by him used the dedication of "giving up a small family for everyone" to make the audience in front of the screen collectively break the defense. And just when everyone has not yet returned from the touch, the last unit drama of the TV series "Meritorious Service" "Yuan Longping's Dream" was played, and Yuan Longping, played by Huang Zhizhong, presented the audience with the selfless dedication of a model of the times" "a straw hat, two feet of dirt".
Since the broadcast of the TV series "Meritorious Service", it has occupied the top four in the ratings of the same period of provincial satellite TELEVISION for many consecutive days, leading the evening hit drama. While being praised by netizens, the degree of topic discussion continued to rise, with 179 hot searches on the whole network, and the cumulative number of topics at the end of the month exceeded 7.9 billion. In this wave of praise, the unit of "Yuan Longping's Dream" has triggered hot comments on the whole network, and the film and television "double material king" Huang Zhizhong has also ushered in a wave of praise again with his dedicated and dedicated character image.
Huang Zhizhong's recent good dramas have been continuous and well received, which has aroused strong concern from netizens, so that everyone can feel greatness through the role stories of Hong Yunbing and Yuan Longping, and his portrayal of the glorious image of positive characters has also formed a "word-of-mouth effect", which can be described as a good drama. Similarly, in front of the screen, Huang Zhizhong has a good drama, and in the Chinese wine industry, Bao Dai also presents a good drama for the industry in this golden autumn october.
In October, just after the Mid-Autumn Festival National Day "Double Festival", Baoshu ran non-stop in major cities across the country, launching intensive offline activities around baoshu wine "Baosheng feast". The "Baoyi Team" led by Li Shiyi, founder, chairman and president of Baoshu Group, and other senior executives began a journey of 5 cities.
On October 15th, the theme activity of Baoshu Wine "Baojiao Feast , Yujian Beijing" was held in Kaifeng, Henan. Settled in the ancient capital with a history of more than 4,000 years, Baoshu Wine has brought a historical and cultural exchange with the ancient city of Kaifeng with its profound brand cultural heritage, providing consumers with a new choice of high-quality sauce wine.
On October 21st, the Private Tasting of Baoxi Wine with the theme of "Baoxi Feast , Jinling" was held in Nanjing Summer Palace, providing a high-end, immersive sensory feast for local distributors and friends. At the event site, Jin Wei, general manager of Nanjing Yuanhefeng Trading Co., Ltd., said: "Today, when the value of liquor returns, the differentiation of the industry has intensified, the brand concentration has increased, and the brand value has been further amplified. As a sauce wine brand, its quality, culture and brand all reflect the brand mission and vision of inheriting Chinese traditional culture, Chinese wine culture and creating a better life, and is a good sauce wine that is trustworthy and selected. ”
▲Liu Yuan, executive vice president of China Liquor Circulation Association
As soon as the Nanjing station ended, the high-level people and horses rushed again, all the way to the south, pointing to the "Greater Bay Area". On October 22, the launch conference of Baosheng Sauce Wine with the theme of "Baoxi Feast , Cantonese Drink Pengcheng" lit up Shenzhen, Guangdong Province, and ushered in the on-site witness and praise of Liu Yuan, executive vice president of the China Liquor Circulation Association, and Xie Bao, president of the Shenzhen Liquor Industry Association. Guo Youping, chairman of Guangdong South China Liquor Co., Ltd., clearly stated in his speech: "The focus of the future competition of sauce wine is the brand, and mastering the high-quality brand will master the better development of the future, and the advantages of Baosheng wine are being highlighted." ”
In addition to rushing to Guangdong, Henan and other markets with a better atmosphere of sauce and wine, Baojiu has also extended its tentacles to the "virgin land" of sauce wine, and took the initiative to attack with strength. On October 28th, "The Treasure of the Sauce World, Born of The Momentum" Baosheng Sauce Wine Hubei Listing Conference and "Baosheng Feast · "E-Drink River City" was held in Wuhan, Hubei Province, and the brand cooperation awarding ceremony and on-site signing ceremony were carried out for nearly 100 partners. In a warm atmosphere, Gu Hu, vice president and secretary general of the Hubei Liquor Circulation Industry Association, said: "Hubei's sauce wine consumption shows an upward trend, wine consumption has entered the stage of transformation and upgrading, brand effect is highlighted, is a sauce wine market with great potential, and the rapid development of Baoshu wine is bound to attract the attention of wine merchants and consumers." ”
Within a month, 5 consecutive cities were laid down. From north to south has gone deep into Henan, layout Jiangsu, blitz Guangdong, breakthrough In less than 15 days, Baoxi Wine to "Baoqiu Feast" as the IP carrier, the beauty of its own brand culture and the cultural characteristics of various places, to the dealers and consumers in these 5 cities to bring Baomei a different kind of immersive experience, can not help but be said to be "good drama and stage". Since the beginning of this year, Baoshu wine has landed successively, Sichuan, Anhui, Fujian, Henan, Guangdong, Jiangsu, Hubei and other places, and the picture of the national layout is being opened one by one.
Before Baomei wine opened the 5-city running mode, Baoshu once again copied the "interception" effect during the spring sugar period this year, bringing highlights to the industry with the explosive output of "3 halls and 1 single product".
If you are a "Treasure Brew fan", then you should also feast your eyes on the "3 Halls and 1 Single Item" that Bao Qiu unveiled during this year's Autumn Sugar. Although this year's autumn sugar still continues the fiery temperature of the sauce wine during the spring sugar period, it is not a treasure to capture the "brightest star" in the overall "autumn" atmosphere.
It is understood that during the autumn sugar period, Baosheng Group "enlarged the move", respectively, in the Tianjin Hotel, Tianjin Jinwei Hotel, Tianjin National Convention and Exhibition Center set up Baomei Group Wuliang Impression Hall, Baomei Famous Wine Sauce Tavern, Tiansai Winery three major exhibition halls, and for the target 5 billion yuan + large single Wuliang Impression came to a national listing conference, throughout the autumn sugar period became a hit.
"Hall 3", that is, the three exhibition halls of Baomei Group Wuliang Impression Hall, Baomei Famous Wine sauce tavern and Tiansai Winery, respectively, covering the three categories of strong fragrance, sauce fragrance and wine, the concentrated appearance not only shows the brand power of Baosheng to the industry, but also provides one-stop service and franchise demand for the majority of dealers, so that the market can see that the company is practicing the strategic route of "super brand + super channel".
As one of the leading brands of China's sub-high-end liquor that is deeply bound to Wuliang, Wuliang Impression is given great attention and great potential. As Li Shiyi, founder and president of Baojiao Group, said: "We are confident in positioning the sub-high-end, and we are more confident in the future development of Wuliang Impression." The goal of Wuliang Impression during the '14th Five-Year Plan' period is 5 billion+! In the previous article content "Baoqi this golden signboard, attracting strong incense and financial resources rolling in| zhijiu good taste", xn zhijiu has fully analyzed and commented on the impression of Wuliang, and is also full of expectations for this future High-end single product of Chinese banquets.
Whether it is 5 cities in one breath, or during the autumn sugar period, the bright "3 halls and 1 single product" detonated in the industry, I have to say that this golden autumn October treasure is like "a fire in winter", burning the entire wine circle. In addition to paying attention to Baoyao for more than 1 year with the aura heat from the traffic, why did Baosu run so densely and so heavily in October? What kind of market message is being conveyed?
There are two major elements worth paying attention to: the market and the brand.
From key markets to national layouts, Baoyi runs fast and steadily. Looking at the current industry environment, there are two major opportunities for certainty: one is famous wine, and the other is sauce wine. Obviously, Bao's left hand famous wine and right hand sauce wine clench the "double fist", which is the opportunity of the times to create heroes, and it is also the highlight of the company's emergence. Friends who have long been concerned about Baoshu should be clear that before this "Red October", Baoshu famous wine sauce taverns have been frequently landed in important cities such as Guangdong, Fujian, Hubei and so on, and the IP activities around the "Baoshu Feast" have also successfully gone out of the circle, absorbing countless powders.
From the surface, the initiative to open up various markets is the only way for Baosheng as a "young and not unfamiliar" brand to develop its power stage, but behind the seemingly natural is the "Baosu power". Li Shiyi, founder, chairman and president of Baomei Group, once said: "Running too fast is easy to become a martyr, running too slow will fall into the Red Sea, Baoyi is to be half a step faster than the industry, to achieve ten to nine stable." How to achieve "ten to nine stable", find a balance between "fast" and "stable"? From the perspective of market layout, Baoyi has taken a combination path of "points, lines and surfaces" that first breaks through the key markets and then blossoms in an all-round way.
From the perspective of time nodes, Baoyi ran faster in the second half of the year, why? Spring sugar debuted in April, Hangzhou set sail in June, and in the first half of the year, Baoyi was more around the internal preparations such as forming a team, planning offices, and solving offices. As a result, we have seen the eight major operation centers in Beijing, Chengdu, Guangzhou, Wuhan, Nanjing, Hangzhou and Xi'an, as well as the six high-standard logistics and warehousing centers established in Beijing, Tianjin, Wuhan, Chengdu, Guangzhou and Anji, Zhejiang, successively put into use, especially the relocation of the Beijing headquarters has set the central banner for the subsequent development of Baosheng. This series of specific work is preparing for the "new species" to open up the road of national market layout, covering the completion of the construction of the national marketing system, which means that the national strategic layout has entered a critical stage.
But this speed is too fast, so fast that the industry has not yet reacted to baoshu and showed the next action, which can be described as overwhelming and exciting. Therefore, the arrival of "Red October" is a collective "chorus" of Baoshu, and the tone of the lyrics conveys the "fast and stable" development rhythm of the national layout process. Bao's face is menacing, but every step is steady.
Brand building is to adhere to the "long-term doctrine", but also to withstand the "loneliness". During the "Red October" period of Baomei, Li Shiyi, founder, chairman and president of Baomei Group, has participated in two industry forums, and he believes that "the whole sauce wine has really begun to shift from category development to the stage of brand development" and "sauce wine brands that want to develop for a long time must adhere to brand management". In other words, what Bao Dai wants to express is not only to be a "long-term" sticker, but also to be a seed runner who runs a "marathon".
As he put it: "As an entrepreneurial and innovative company, Baosheng Group looks at the real long-term goal and takes the long-term road. Therefore, when everyone looks back at what BaoMei has done in the past 10 months, behind every action landing is not empty, which just confirms the voice of the sentence "All the out-of-the-box is a thick and thin hair that has been planned for a long time". It can be seen that the secret of Bao's "Red October" is not complicated, but it is firm and powerful.