Text |Yang Wen
With the approach of the Spring Festival in 2024, the prelude to the "Spring Grabbing" marketing war in the liquor industry has also slowly kicked off. The arrival of the traditional peak consumption season of liquor and the recovery of the consumer market have made many liquor companies begin to prepare for the Spring Festival in advance.
Shede Liquor, which is well versed in the way of social marketing, has already begun to take action and played a set of marketing "combination punches".
Channel 9 learned that in order to meet the Spring Festival, Shede Liquor began to launch the Spring Festival market theme activity of "Longyao China Blessing in Shede" on December 1, and launched an all-round peak season offensive online and offlineAt the same time, Jiachen Year of the Dragon Shede Zodiac Wine was launched for the first time on December 10, helping the brand to break through in the Spring Festival marketing of the Year of the Dragon.
The series of high-frequency, all-round and long-term actions are conducive to continuously creating a consumption atmosphere for the Spring Festival and seizing the highland of marketing communication during the Spring Festival, so that Shede Liquor Industry can win the initiative in improving the terminal atmosphere and market sales.
01 Jiachen Year of the Dragon Zodiac wine is new, inheriting the cultural heritage
In recent years, Zodiac wine has been based on traditional zodiac symbols, impressed and attracted consumers with quality and culture, which not only highlights the characteristics of traditional culture, but also has multiple values, and has a high popularity in the consumer market and the collection market.
Looking at the Zodiac wine market, a successful Zodiac wine in the market not only needs to simply extract the elements and symbols of the zodiac culture, but also needs a mature logical expression system to express deeper cultural thinking and brand connotation with differentiation.
Since the Year of the Rabbit, Shede Liquor has made efforts in the Zodiac wine track, launching the Year of the Rabbit Zodiac Liquor, Star Chaser and Moon Looking, which stand out from the crowd of Zodiac wine products with super high appearance and connotation, and are widely loved by consumers.
This year, Shede Liquor continued to deepen the Zodiac wine track and launched Jiachen Shede Zodiac Wine in the Year of the Dragon, skillfully combining the Zodiac culture with Shede old wine, and conveying the good wishes of good luck in the Year of the Dragon and the dragon all over the world.
Judging by the design,Extracting the auspicious meaning of the zodiac culture of the Year of the Dragon, inspired by the story of "carp turning into a dragon", the overall picture is meticulously drawn and brightly coloredAnd using Chinese red as the main color, with a unique appearance design and product quality, with exclusive wine utensils, interpreting the brand's unique cultural confidence.
The dragon is the spiritual totem of the Chinese nation, which contains countless emotions for the Chinese. Jiachen Dragon Year is willing to give up the Zodiac Liquor, which integrates the inheritance of "Oriental Life Aesthetics" with the thousand-year-old winemaking technology, and integrates the traditional culture with the brand connotation through special technology, which can quickly arouse the emotional resonance of consumers.
From the point of view of quality,Selected 6-year-old base wine, 15-year-old flavored wine, limited to 100,000 sets, each set of zodiac wine is equipped with an exclusive wine set and an exclusive collection certificate, the unique number in the certificate makes each bottle more special, more scarcity value.
It is reported that the price of Jiachen Dragon Year Shede Zodiac wine is 698 yuan bottle, which can be purchased both online and offline, and is only available online on mainstream platforms such as Tmall and Jingdong, and only sold offline through channels such as Shede*** image stores and old taverns.
Some people in the industry believe that the Zodiac wine has the characteristics of famous wine quality, traditional culture, artistic value, etc., as well as the concept of "the older the wine, the more fragrant" and the hot collection market, which has promoted the prosperity of the Zodiac wine market.
Channel 9 believes that in the context of the heating up of the Zodiac wine market, Jiachen Dragon Year Shede Zodiac Liquor takes Zodiac culture as the foundation and old wine as the quality strength, endows Zodiac Liquor with high-end, collection, gifts, exhibitions, tasting and other attributes, which not only further enriches the product matrix of Shede Liquor, but also effectively promotes the Spring Festival marketing layout and helps stand out in the Spring Festival marketing.
02 Online and offline all-round linkage, Shede liquor industry is fully open to meet the Spring Festival
In fact, Shede Liquor has made full preparations for this "spring rush" war. Channel 9 learned that in addition to the release of the Year of the Dragon Zodiac Wine, Shede Liquor has launched the "Longyao China Blessing in Shede" Spring Festival market activity since December 1, 2023, launching an all-round peak season offensive online and offline, with more than 300 cities carrying out offline Spring Festival activities, as well as surprise customized tours, and an online Shede x Jingdong Old Wine Festival linkage ......
This set of activities linking online + offline, B-end and C-end of Shede Liquor not only conforms to the market and terminal demand, but also continues to convey the ultimate quality of Shede Old Liquor and the oriental life aesthetics contained in the products, and then accurately empowers the market sales of Shede Liquor and the realization of the annual goal.
In terms of terminal construction,Shede actively carries out terminal construction nationwide, and will achieve more than 300 city coverage and more than 30,000 terminal store construction during the Spring FestivalIn terms of the cultivation of consumer circles,More than 3,000 old wine appreciation meetings will be held across the countryIn terms of promoting dynamic sales,During the Spring Festival, a "buy and give" activity will be launched, and if you purchase a certain number of designated products, you can give away a gift box of Jiuzi Spring Festival wine or a blue and white fish and dragon treasure bottle.
For this all-round Spring Festival marketing, some people in the industry believe that whether it is a wide range of brand atmosphere building, or real measures to promote market sales, willing to use full firepower to seize the Spring Festival peak season, obviously, with the continuous release of brand potential energy, willing to product sales, market reputation, brand influence will be better and better.
It is understood that Shede Liquor has also created a special activity for key products - the collection of Shede 10 years "Dialogue with the World and Picking Up the Light". For consumers or enterprises who purchase 52 degrees or 38 degrees of collection and are willing to spend 10 years of products, they can get a private customized tour worth up to 30,999 yuan.
The unique preferential policy of Shede Liquor will also "attract countless fans", and help it promote terminal sales, further de-inventory at the channel end, and lay a good foundation for performance improvement.
In addition, Shede will also join hands with JD.com on December 18 to launch an online special event of "Tanchu Old Liquor Festival", setting up activities such as Tanchu Old Liquor Sealing Awards, winery live broadcasts, and buying Datan Liquor to give away Shede's wisdom journey, so as to build momentum for online publicity and convey the value of old liquor.
From online to offline, from channels to terminals, Shede Liquor has enhanced its brand influence through product innovation, content innovation, cultural upgrading, etc., and quickly realized the breakthrough and upgrading of brand image and brand value, which undoubtedly shows a strong brand power to the industry and brings sufficient confidence to the channel side and the consumer side.
Ma Fei, a brand management expert and chairman of Jiudu Consulting, pointed out that the Spring Festival is the most important festival for Chinese people all over the world, and it is also the most concentrated time for family reunions and visiting relatives and friends.
It is worth noting that Shede Liquor's Spring Festival marketing "combination boxing" not only covers the level of channel construction, but also covers the level of brand building. It is reported that Shede Liquor will participate in the "1st Anniversary Celebration of Chengdu High-tech Chinese Performance Grand Theater and 2024 New Year Performance Season" as the official partner of the New Year's performance season.
There will be 26 plays and more than 50 wonderful performances and activities in this New Year's performance season, and Shede will convey the charm of "Oriental Life Aesthetics" through various forms such as landing on the performance season press conference, appearing in drama performances, and holding New Year's Eve cocktail party carnivals. At the same time, through cross-border exchanges with famous troupes, famous artists, and famous dramas, it will also link different consumer circles, and resonate with the value of spiritual and cultural levels, and establish a high-end brand image in high-end consumer circles.
There is no doubt that in the upcoming Spring Festival peak season, Shede Liquor has launched this "spring-grabbing" marketing war, which is conducive to its leading position in the Spring Festival peak season. With the continuous fermentation of online and offline brand potential, it will also lay the foundation for Shede Liquor's performance sprint in 2023 and a good start in 2024.