Text |Li XiaIn recent years, "traditional culture" has been surging in the field of industry and consumption, not only from the application of traditional elements to the excavation of cultural appeal, but also the liquor brand is reconstructing traditional Chinese aesthetics with a refreshing interpretation method, bringing more expression and excavation of value.
Recently, Shuijingfang Jingtai Yipin, which won the silver medal in the first "IFAAC 2023 World Famous Wine Annual Competition", can be regarded as one of the typical representatives.
Shuijingfang and Jingtai Yipin"Aesthetics in wine" recreates a classic symbolAs one of the representatives of liquor aesthetics, Shuijingfang has always integrated aesthetics into its products. Looking back on the past 20 years, from product aesthetics, brand aesthetics to life aesthetics, from tasting activities to immersive aesthetic blockbusters, Shuijingfang, as one of the "architects" of cultural context construction, focuses on the local cultural bonanza, goes deep into the cultural texture to enrich the "aesthetics in wine", and gradually associates the connotation of "aesthetics in wine" with life attitude while adhering to and reconstructing the aesthetics of liquor.
Shuijingfang Jingtai Yipin, which was officially launched at the end of last year, is such a product, and once again shows us the path of "aesthetics in wine": in the process of "returning to the mother body and strengthening the mother", it arouses the public's dual good feelings for the rebirth of traditional aesthetics and the innovation of the brand.
To put it simply, choose "Yi", one of the four styles of Chinese aesthetics, in the cultural matrix, transform it into a product symbol, and make the brand obtain the value and emotion carried by "Yi".
In the field of aesthetics, as an aesthetic taste, "Yi" is not only reflected in the pursuit of artistic creation for thousands of years, showing the unique style and spirit of the Chinese throughout the ages, but also feeding back into people's life concepts, becoming an important symbol of life aesthetics. Concrete to the product, Jingtai Yipin shows the "Yi" of the master in the body and quality of the wine, interprets the "Yi" of art in packaging design, and interprets the "Yi" of the spirit in the connotation of the product
Specifically, Lin Dong, the intangible cultural heritage brewing master of Shuijingfang, blended in small batches to integrate the beauty of his Yixing and transcendent mood; The design continues the glazed gold of the well platform and the red color of the palace wall, the gold ribbon of "Long River of Time" implies the best quality brewed by Shuijingfang for more than 600 years of "Long River of Time", and the "Yijing Picture of Shudi" and the painting at the bottom of the bottle reproduce the poetry and wine of the country of Tianfu and the scene of more than 600 years of intangible cultural heritage brewing skills of Shuijing Street Distillery.
In addition, in the three illustrations of the humanistic spirit, the outstanding handsome represents the pursuit of an extraordinary and high-quality life attitude, the fresh and handsome represents the detached, free and open-minded mentality and mental state, and the fun represents the leisurely and uninhibited life attitude and the interesting lifestyle of the land of abundance.
It can be said that in the process of internalizing the matrix of culture and actively achieving the evolution of valuesJingtai Yipin tells us that the powerful and high-end traditional Chinese aesthetics are in the same vein as the aesthetics of liquor, and can be presented with many new carriers
The thinking behind the "serialization" of large items
As we all know, as the pioneer of China's high-end liquor market, Shuijingfang Jingtai has created a new process of "one unique and two fragrances" of strong aromatic liquor with the unique flavor of "sweet and moist" liquor, and also created the "aesthetics in liquor".
On this basis, we can not simply look at the value of the product itself, but to see that Shuijingfang actively improves the product line of the well, further consolidates the status of the core single product of the well, and at the same time, gives the "aesthetics in wine" a new story, emotion and meaning, broadens the road of aesthetic inheritance, and enriches the living cultural system of Shuijingfang.
First of all, from the perspective of consumption trends, with the continuous upgrading of consumers' consumption awareness and concepts, consumption shows a trend of personalization, circle and scenarioThe diversification of demand has brought about new sub-categories, given birth to new business forms and business models, and the birth of a large number of new products and brands.
On the basis of "aesthetics in wine" in Shuijingfang and Jingtai, Jingtai Yipin integrates people's pursuit and desire for humanistic aesthetics and humanistic spirit for thousands of years, and seizes the highland to meet the cultural needs of users from the concept and design, which not only attaches importance to the improvement of consumers' aesthetic threshold, but also masters cultural genes, forming a unique expression system, expressing traditional aesthetics and detail elements with modern aesthetics, so that products can meet the needs of more consumers.
Secondly, strategically, "serialization" is the most mainstream and effective way to extend the cycle of food and beverage products, especially in large single productsThis R&D logic is a path that has been fully verified by countless mature giants, and its essence is to dig deep into consumers and their needs, and create a large single product group in this way.
Focusing on Jingtai Yipin, as a new product in the Jingtai series, in addition to helping the connotation of "aesthetics in wine" to be extended and improved, and enriching the value expression, it will also accumulate brand potential energy for Shuijingfang on the basis of value enhancement, and increase the possibility of deterministic growth for the enterprise in the adjustment cycle.
Business codes in the age of humanism
More than 20 years ago, Shuijingfang Jingtai created history and gained great attention inside and outside the industry; In 2022, a new generation of Shuijingfang Jingtai will be officially unveiled, opening a new era of aesthetic consumption of liquor on top of the classics; At the end of last year, the emergence of Jingtai Yipin means that Shuijingfang's perspective of looking for increment is not short-term "traffic growth" but based on long-term "brand value growth".
Zooming in to the industry, if Jingtai Yipin is regarded as a new carrier and new expression of Shuijingfang Jingtai's "aesthetics in wine", then consumers cannot simply be regarded as consumers, but should be complete individuals with independent thoughts, hearts and spirits, because this product has aesthetic presentation and more life attitude.
As Philip Kotler said, marketing 10 era is product-centric, marketing 20 era is user-centric, marketing 30 times are values-oriented, to marketing 4The 0 era is the era of brand building based on building deep relationships.
In this era, consumers' decision-making factors have shifted from the choice of goods to the pursuit of lifestyle, and the focus of brand management has gradually changed from product management to consumer management. That is to say, the enterprise is people-oriented, pursues to establish a deep connection with users, and the status of both parties is equal, and in the value resonance, the perceptual advancement of brand recognition is realized.
Take Shuijingfang as an exampleOn the one hand, we will do quality innovation around the well-platform YipinOn the basis of the Jingtai liquor, the base liquor of a higher year is fused with the scarce batch of old liquor, which not only continues the sweet, full-bodied and moist taste of the Jingtai liquor, but also adds more elegantness; On the other hand, Shuijingfang refines the needs of the target group and launches Jingtai Yipin, which is to restore consumers to a "complete person".At the humanistic level, we have carried out the upgrading thinking of communicating with users, and deepened the value proposition of the product to "the correspondence between spirit and values".
In addition, based on the "2023 China Consumer Trends Report", rational consumers who "buy only when they need and make the best use of things" and planned consumers who "make plans and consume rationally" are dominantThe emergence of Jingtai Yipin is also helping them to make trade-offs and reduce the cost of choice and use of consumers
Some industry observers believe that the increasingly weakening of consumer barriers, brands must have in-depth insight and understanding of consumers and consumer trends, which reflects the typical humanism of Shuijingfang, and is also the highest level of appeal of the industry to enterprises and brands in the new cycle