"Huaxia Wine News" reporter Liu Xuexia.
In the future, the operation of the brand should return to consumer-centric, high-quality content as a bridge, and find a more effective communication window with high-quality people, so as to find the right direction for the high-quality development of liquor enterprises
As China's liquor industry enters a new round of adjustment, the industrial structure, product structure, market and consumption structure are all facing changes and adjustments, and the liquor industry has entered the era of stock competition from incremental development. In the era of stock, grabbing increment is a challenge that every liquor company must face, especially in recent years, the impact of thinking, technology and creativity brought about by the tide of mobile Internet is forcing more and more liquor companies to accelerate the effective reach of brand communication to the C-end.
In the face of the surging liquor market, how to grasp the development trend of the industry, and explore new marketing points to achieve high-quality development?Just on December 28th,The 2023 Wine Industry High-Quality Development Forum and Tencent News Wine Rhyme Forum with the theme of "Inheriting the Essence of the Millennium, Gathering Boutique Wine Rhyme" was held in Beijing, focusing on the changes in the wine industry under the new consumption cycle, focusing on topics such as macro situation, consumption scene iteration, and chain changes
We have also participated in this and conducted with a number of industry authorities and wine companies. Combined with the current marketing environment of liquor companies, it may be possible to gain insight into new opportunities for the growth of liquor business from the following aspects.
Deeply cultivate the scene track and reach the high-quality crowd
Nowadays, the industry is entering the era of "liquor +", that is, liquor links everything, and the boundaries of scene marketing can be further expanded. Whether it is business, culture, or academic, science and technology and other fields, multi-level scenes, can be linked with liquor. The "Baijiu+" era will stimulate stronger innovation.
According to the "2023 China Liquor Industry Consumption Report", affected by the increase in social occasions and the increase in liquor consumption scenarios, consumers' enthusiasm for liquor demand continues to rise, with 53% of consumers saying that they will increase their liquor consumption in the coming year.
From the perspective of subdivided scenarios, business entertainment will become the most used scene of liquor in the coming year, followed by festivals, family and friend gatherings and daily gatherings. Under different scenarios, the factors that consumers consider when choosing liquor products are also quite different. Liquor brands can anchor matching scenarios according to their own brand positioning, and deepen the brand's mental occupation of users through continuous value content output, so as to promote consumers' purchase decisions.
Taking the business gathering scene as an example, according to the survey, the business and management crowd has a higher level of position, more high-end business entertainment, and the pursuit of quality and grade is also higher.
Wuliangye and Tencent News once launched a follow-up dialogue program for entrepreneurs - "Discretion", which is to build a multi-dimensional tentacle in the form of "good wine + friends", export liquor culture through entrepreneurs' social scenes, accurately reach business elites, and expand the circle of high-end friends.
In the program, Yu Minhong, the coupler, met with Feng Lun, Wang Xiaochuan and other 8 guests to drink, talked about life with a glass of wine, and respected the classics with classics, which not only reproduced their struggle stories of the year, but also awakened the audience's unique memories of the times with the unforgettable image of "plum bottle", passed on the concept of Wuliangye to carry forward historical inheritance, brewing and beautiful life to consumers, and realized the deep reach of high-net-worth consumers.
Different from the business gathering scene of Wuliangye, Jian Nanchun set his sights on the banquet of relatives and friends, and carried out a series of content marketing based on the insight of the crowd behind the banquet.
At the end of June this year, Jian Nanchun and Tencent News jointly launched the youth inspirational speech program "Youth of a Strong Country" to cheer for students who have experienced the first big test in life, and work together with the youth of a strong country to build the dream of a strong country.
The program invited Xu Mengtao, Wei Kunlin, and Yu Shicun as dream mentors, and around the theme of "choice", the guests shared their growth experience and mental journey with the audience with full passion, told the story of their talents on the stage of life, and pursued their dreams on the bright road, and established the scene association between the brand and the college entrance examination through various content forms such as college entrance examination theme columns. During the program, the total amount of ** achieved was 4700 million times, with a total of 1 live broadcast4.3 billion times, with a total of 18.6 billion times. As a result, Jian Nanchun has embedded the favorability of consumers, so that it can firmly occupy the minds of users in the banquet scene.
To sum up, different scenarios, different groups of people, and different demands test the brand's grasp of its own positioning, the choice of the track, the capture of customer psychology, and the polishing of differentiated marketing. As Wang Xinguo, president of the China Liquor Circulation Association, emphasized in the forum, under the new cycle, the liquor industry is facing a new consumer group, consumer demand and consumption environment, and it is difficult to implement without innovation, and unfavorable without innovation.
In the past, the staking model of distribution and store volume is useless, and through innovative and accurate marketing methods, brands can reach the right people in the right scene, so that marketing can be implemented.
With the blessing of cultural IP, we use "soft power" to "break the circle" for the brand
On many occasions, the meaning of drinking is much more than the pleasure of the mouth, but as a cultural symbol, a cultural consumption, used to express a taste and state of mind. People who drink wine, in addition to caring about the color and aroma of the wine, prefer the story behind each glass of wine.
Wine is an emotional booster, not an end in itself—it's all in the wine.
Tapping into their own culture and using their "soft power" to increase their appeal is crucial for ambitious brands. In fact, nowadays, many liquor brands are also gradually keen to take the cultural output route, with the help of high-quality cultural IP attributes, to produce exclusive cultural effects, from product image to brand concept, to cultural beliefs. When people talk about a wine, they should not only think of the contents of the glass, but also feel the cultural connotation associated with it, so as to drink it with pleasure, enjoyment and taste.
For example, Moutai has always paid attention to the perfect combination of cultural heritage and quality, and has been the most historical and cultural liquor brand in China for four consecutive years. For a mature enterprise like Moutai, the pursuit is not only to occupy the minds of users, but also to continuously strengthen the minds of users with the value density of content, and to bind the brand image and social responsibility more closely, which is the manifestation of corporate long-termism and brand power.
At the same time, we also noticed that Kweichow Moutai has been serving as the "Inheritance Officer of Ingenuity" for two consecutive seasons and co-presented the documentary "Dunhuang**" with Tencent News to deeply interpret the values of "Inheritance of Ingenuity", and continue to help cultural inheritance and cultural self-confidence.
In the first season of "Dunhuang**", Kweichow Moutai helps spread the beauty of Dunhuang culture through new digital technology. Not long ago, the second season of "Dunhuang**" was 3The 500 million+ brilliant results ended successfully, and the program took the "Mesozoic Generation" of Dunhuang cultural inheritance as the main line, telling the story of how cultural relics workers in the new era seek innovation in inheritance and constantly confirm their own value.
For the brand, the blessing of Wenbo IP, the deep integration of documentary content and the heritage of Moutai Feitian culture is also constantly strengthening Moutai's distinctive brand image, realizing the resonance of Dunhuang culture and brand concept, and helping the brand gain more consumer recognition.
It should be pointed out that a high-quality content IP is also precious for brands, and it is even more difficult to find it in terms of cultural heritage. Take Moutai's "Dunhuang **" as an example, Tencent News, the producer behind it, has always insisted on producing high-quality content.
At the forum on December 28, He Yijin, head of Tencent News, also put forward his own views on liquor brand marketing. He pointed out that Tencent News has been paying attention to and participating in the wine industry through professional reports and in-depth research. "The news and wine industries may seem like two tracks, but in a sense, they also have something in common. "Tencent News has always adhered to the high-quality route, and wants to provide users with the best quality news content, which is the same as wineries to launch the best quality wine to wine loversTencent News has also always adhered to long-termism, giving value to time and being a friend of time, which is the same as the need for good wine to inherit long-standing brewing skills. ”
In the future, based on diversified consumer groups, consumption characteristics, and consumption scenarios, the operation of brands will no longer be driven by a certain "long board", but will return to consumer-centric, high-quality content as a bridge, and find a more effective communication window with high-quality people, so as to find the right direction for the high-quality development of liquor enterprises.