Weijiu learned that on December 4, Tanjiu 1935 banquet version of the new product strategy conference (Henan Station) will be held at the Hilton Hotel in Zhengzhou CityA banquet single product positioned in the price range of 100 yuan will be officially unveiled and swept Yuzhou
In 5 years, it has sold more than 12 million bottles
The 100-yuan sauce flavor is well deserved
Soy sauce wine has always been synonymous with high-end, and the market is getting higher and higher, getting farther and farther away from the mass line, and it has been separated from the essence of wine. In 2013, Fang Jiulun, chairman of Tanjiu, publicly stated,"Tanjiu is to guide the soy sauce wine to return to its proper essence, and only the products that take root in the mass consumers are the most viable products
Fang Jiulun, chairman of Tanjiu Group.
In 2018, Tanjiu 1935 was officially launchedThis product, which is "prominently fragrant, elegant and delicate, mellow and long-lasting", is priced at only 100 yuan per bottle in the market, and is favored by the majority of ordinary salaried people. Real product + affordable**, Tanjiu has proved itself to implement with practical actions".The sauce flavor is popularAside from a series of behaviors such as concept hype, the main marketing strategy is more in line with the rational consumption psychology of consumers. By virtue of".Don't lose the qualityThe marketing model has made the general public have a high evaluation of Tanjiu, so that the sales in the liquor market are wide.
Micro-wine learned,Since its launch in 1935, the cumulative sales volume of Tanjiu has exceeded 12 million bottles, and the 100-yuan sauce fragrance product is well deserved. After gaining market recognition, where is the next stage of increment?
This time, Tanjiu 1935 aimed the battlefield at the banquet scene.
From the mass ration wine to the public banquet wine
If there is a happy event, drink the small red bottle of pond wine
The banquet market has always been an important part of the liquor industry, which not only carries the value of corporate brand communication, but also directly drives the achievement of brand sales. The long-standing Chinese banquet culture has long become an important medium for Chinese etiquette and social interaction.
As a scene of gathering and drinking, the banquet has a large scale of single wine consumption and a large number of participants, which is easy to form word-of-mouth publicityAt the same time, banquets are also prone to follow-up consumption, which can successfully transform the potential customers behind the banquet wine brand and strengthen the firm position of brand positioning appeal in the minds of consumers.
According to the feedback of many Tanjiu 1935 dealers, the original Xiaobaitan (Tanjiu 1935) has accumulated a certain number of fans and drinking friends in many provinces and cities, but most of them are mainly self-drinking or small drinking scenes. In this context, the 1935 banquet version of Tanjiu came into being.
The outer packaging of the new Tanjiu 1935 banquet version is mainly red, which means auspicious and festive, and gold is used as the color scheme, which means good luck and wealth. The handmade box with red and gold, under the eye-catching "Tan" word mark, is covered with UV dark lines of the word "banquet", and then matched with a metallic red roasted flower wine bottle and a gold electroplated bottle cap, giving people a festive, elegant, atmospheric and delicate sense of exquisiteness, which is very suitable for all kinds of banquet scenes. Relevant people said: I believe that soon, "if there is a happy event, I will drink the little red bottle of Tan wine!".The slogan will be resounded all over the country.
In fact, after three years of the epidemic, the daily consumption of the public group has been sluggish, and many liquor companies are looking for liquor consumption exportsThe market value of the public banquet is becoming more and more prominent, according to the quality of our Tanjiu 1935 liquor, a single product suitable for the banquet is extremely critical to the cultivation of consumers in Tanjiu 1935 in the future. ”Tang Heng, head of the 1935 business department of Tanjiu, introduced.
China's soy sauce liquor base liquor factory is built with great efforts
On December 4th, Yuzhou, Central Plains, saw a new life
Tan Distillery was built in 1964 and is a long-established sauce distillery in Chishuihe. In the past 40 years, Tanjiu has been the first liquor merchant of major well-known liquor companies in China due to the outstanding quality of the original liquor produced, so it has also been named "the king of soy sauce liquor" and "the famous brand behind the famous brand" by its peers. At the same time,3.With an annual production capacity of 50,000 tons, an energy storage capacity of 80,000 tons and a reserve of more than 40,000 tons of old liquor, it has also established its industry status as "China's soy sauce liquor base liquor factory".
A panoramic view of Xiantan Distillery.
Tanjiu 1935 banquet version of the selection of Luzhou local high-quality glutinous red sorghum and Chishui River surface mountain spring water fairy pond water as the main raw materials, using Tan liquor production four unique skills brewed, after one year of water storage, two years of altar storage, the sauce is elegant, mellow and soft, the pricing focuses on the price of 100 yuan, under the premise of promoting the cultural geography and quality style of Xiantan, continuing the original intention of its series of products "high-end liquor popularization".
Tanjiu Taohuapo water storage and wine storage base, covering an area of 100 acres of peach blossom forest, with an energy storage of 40,000 tons.
It is reported that the Tanjiu 1935 banquet version of the new product strategy conference (Henan Station) will be held on December 4 at the Hilton Hotel in Zhengzhou City, at that time, Tang Heng, the head of the Tanjiu 1935 business department, will take the new products to the official appearance, the scene announced the market pricing of the product, and explained the channel cooperation policy in detail. Let's wait and see what surprises this year-end masterpiece will bring to everyone!