I don't know if you have noticed that in recent years, domestic products have frequently appeared on social **, from the popularity of Hongxing Erke to the explosion of white elephants, from Huawei's mobile phone "far ahead" to the "reverse output" ...... domestic automotive technologyIn all aspects of our clothing, food, housing and transportation, there are more and more domestic products, and this "national tide fever" has been derived from online to offline, and many time-honored brands have risen against the trend and rejuvenated.
Recently, "Chinese's own whiskey" has also suddenly become popular, and it turns out that this generation of young people has discovered a treasure domestic product - Chinese spirit. Almost overnight, the trend of milk tea "exploding" healthy wine is all over the Internet, so what is "Chinese's own whiskey"?Why can it gain the popularity of consumers in such a short period of time?
Spirits, the Chinese's own "whiskey".
At the end of last month, there was a hot stalk on social **: "Chinese's own whiskey", I believe many people have brushed it on the short ** platform.
At the beginning, it was several Internet meme masters who toasted to the camera with strong wine, "Chinese's own whiskey"!attracted a group of netizens to watch, calling "too good at playing".
As more and more people watch and discuss, the topic of "Chinese's own whiskey" continues to rise, and there are more than 400 million ** on the Douyin platform aloneVery creative netizens also began to "blow up" the wine in a fancy way while "following a glass": oriental leaf wine, milk tea cup with wine, simply sit at the convenience store to measure how to drink better, with the familiar and ** BGM of "Wujia Po", simple happiness is coming.
Whether the strong wine is good or not, look at the ingredient list" "It's not that foreign wine can't afford to drink, but strong wine is more cost-effective" "This pouring wealth is finally the turn of strong wine" ......The more fun memes there are, the more people are eager to try their hand at hard drinks.
For a time, "Chinese's own whiskey" seemed to have become a social code, young people understood everything, and many people said that "it is impossible to say without a glass". The "national whisky" that is fun and delicious in the hearts of young people has jumped into the hearts of young people. However, it is estimated that even the strong wine brand itself did not expect that it could become the "favorite" of many young people in a short period of time.
A wine company that allows consumers not to be greedy for cups.
There are new memes on the internet every day, but not every meme resonates with the whole network. Why do so many people like the statement that strong wine is "Chinese's own whiskey"?
At the beginning, many people were curious and watching, but in the end, whether it was the real raw material list, the unique color and taste, or the real feeling of being hot after drinking, it once again triggered waves of discussion and sharing among netizens.
As one evaluation said, "whether the wine is good or not, look at the ingredient list", I don't know if I don't look at it, but if I look closely, it is angelica, yam, wolfberry, fairy grass and other Chinese herbal medicines, which is not the appetite of young people who are keen on health preservation?
But what many people don't know is that in addition to the ingredient list, there are many amazing things behind the spirit.
The story of Jinjiu can be traced back to 1953, when the new distillery in Daye County, the predecessor of Jinpai Company, began to be put into productionIn 1978, the older generation of Jinpai product personnel began to get involved in the development of tonic wine, and since then Jinpai has embarked on the road of healthy differentiation of inheritance and development of herbal wine.
Since then, Jinpai has successively developed tonic wines such as longevity wine, imperial wine, Caofu lotus white, hibiscus jade liquor, etc. Among them, "Caofu Lotus White" and "Hibiscus Jade Liquor" soon opened up the domestic market and were exported to Malaysia.
In 1989, Chinese liquor was born under the multi-party argument and many times of polishing, and four years later, the advertising slogan "Although the liquor is good, don't be greedy" appeared on the CCTV screen, and immediately became popular all over the country, and the liquor became a well-known health wine. To this day, this advertising slogan is still familiar to people.
You know, at that time, distilleries wanted their products to sell more and sell well, but the spirits seemed to be "the opposite", and it was indeed a novelty to take the initiative to remind consumers to drink in moderation and not to be greedy.
Time passes, and now, many years later, looking back on the 70-year history of Jinpai Company, we can also feel the forward-looking and powerful sense behind this advertisement.
For decades, the health concept of Jinjiu has been deeply rooted in the hearts of the people, and the pace of Jinpai's improvement and advancement with the times has not stopped. Here I want to show you a set of data: the cumulative investment in technology research and development of Jinpai in the past 7 years has exceeded 21$1.8 billion. At the same time, it has more than 380 full-time R&D personnel, of which more than 40% are masters and doctors.
Nowadays, the concept of healthy drinking that Jinjiu has been advocating is fully in line with the current mainstream concept of health: the "wine table culture" of drinking to the bottle and not stopping until the fragment has long been abandoned by the new generation of young consumers, and "drink less and drink better" is the truly recognized drinking concept.
The resurgence of Jinjiu seems to be accidental, but it is actually inseparable from Jinpai's persistence and innovation for decades.
Bloodline Awakening!The craze for domestic products is unstoppable.
It is worth mentioning that the process of this "Chinese's own whiskey" really being recognized and liked by more and more young people is completely the result of the spontaneous formation of popularity and discussion among netizens, and many comments under the short ** are "this is really cool", "domestic products are too good" and "accompany a glass".
In fact, the outing of Jinjiu this time is also a microcosm of domestic products to win back consumers and regain confidence. According to the "2022 Douyin Youth Observation Report", more than 2 3 young people will focus on product quality and ** when shopping online, and refuse impulse shopping and IQ tax. Today's young consumers are becoming more and more mature in their consumption minds, focusing on personality and emphasizing practicality, not only cost-effective but also good quality.
Thinking of the recent discussion of "down jackets and military coats", it is the best evidence of the new generation of consumer pragmatism. "Can you accept a domestic down jacket of more than 1,000 yuan?While netizens were still arguing, the college students who "rectified the down jacket market" had already put on military coats and cotton jackets. A number of shopping apps show that the sales volume of many ** military coats are more than 10,000+, and ** are between 40 and 100 yuan.
The change in young people's consumption outlook has also made more domestic products that are sincerely good products seen, recognized and loved. Taking this year's Double 11 as an example, data from the China International Electronic Commerce Center Research Institute shows that during the Double 11 period, among the top 20 brands in online retail sales in all categories, domestic brands occupy 11 seats;Tmall data shows that there are 243 domestic brands with a turnover of more than 100 million yuan, and new and old domestic brands have shown strong momentum in various industries.
The collective "popularity" of domestic brands is not a whim of "retro" sentimental consumption, but the sense of identity and self-confidence of their own national culture generated by young consumer groups, and it is also the historical necessity of domestic brands to keep pace with the times, pioneer and innovate.
In the past, people sought after imported products, and domestic products were mostly regarded as the "replacement" of foreign brands. Nowadays, with the upgrading of consumption, comfort and quality at a reasonable price have become the mainstream. Domestic products have also made a qualitative leap in quality, performance and technology, "cost-effective" is no longer the only label of domestic products, many domestic products have gone abroad, to the world, recognized by international consumers.
In this "national whisky" craze, many foreigners were also Amway Chinese spirits, and their feedback was "really good", "love to drink" and "like", thinking that "Chinese whisky" is also unique.
The style of an era is always most vividly reflected in young people. As young consumers say: supporting domestic products is an expression of emotion, but also a rational choice. With the rise of domestic products and the general trend, we should be full of confidence that "we can look at the world with an eye level", embrace the Chinese's own brands, and continue to create impressive stories.