Nationalization is a magnificent journey that mainstream liquor brands and leading liquor companies will inevitably take, and it is also one of the main themes of the next liquor competition cycle.
From Beijing, Xi'an, Xiangyang, to Shenzhen, Hainan and Xinjiang, Yangshao Liquor Industry has steadily advanced on the road of nationalization, and has now formed a "big Yangshao" layout with "one line and two corners" radiating the whole country.
[Eight banquet activities in two days in Xiangyang, the "Yangshao model" broke the situation nationwide].
In this Spring Festival file, in Xiangyang, Hubei, Yangshao Painted Pottery Workshop Wine appeared in eight banquet activities in two consecutive days, covering four major banquet types: full moon banquet, first birthday banquet, wedding banquet, and corporate annual meeting.
Eight banquet activities in two days, such a high-density activity frequency, undoubtedly proves that Yangshao has formed a strong market influence in Xiangyang. Yangshao's great success in the Xiangyang market is inseparable from the support of its brand strategy.
On September 29, 2022, the Yangshao Painted Pottery Workshop Xiangyang Market Product Launch Conference with the theme of "China Yangshao, Intoxicated Xiangyang" was opened in Xiangyang, and the new Yangshao Painted Pottery Fang Zang 15, Zang 18 and Zang 25 series products of Yangshao Liquor Industry's nationalization strategy were unveiled for the first time.
The Yangshao Painted Pottery Fang Zang 15, Zang 18 and Zang 25 series products officially released at this press conference are a blockbuster upgrade of Yangshao Liquor Industry's cultural inheritance and innovation of the times.
In terms of quality, the "Tibet" series of liquor is made of 9 kinds of high-quality raw grains, which are brewed by Yangshao's original four-pottery process, and melt the grain, qu and process, and three into one "fusion", forming the thirteenth flavor type of Chinese liquor - Chinese Tao Rongxiang. At the same time, Yangshao Liquor adheres to the traditional ecological brewing technology of Mianchi, and constantly improves the Yangshao brewing process, integrating intelligent brewing and traditional brewing in the new era, so as to escort the quality of Taoxiang liquor.
In terms of storage, the liquor pays attention to "three points of brewing and seven points of storage", and the "Tibet" series is stored in the Shili Liquor Cave of Yangshao Xianmen Mountain, a national 4A-level scenic spot, which has a natural microbial flora in the cave, and has a unique taste of "balance, coordination and roundness" after years of aging.
In terms of bottle design, the "Tibet" series continues the classic cultural relics of the Yangshao cultural period - faience fish pattern gourd bottle, and is painted with Yangshao faience pattern - rose petal pattern, which is simple and elegant. Shining with the brilliance of 7,000 years of Chinese culture, the "Tibet" series shows the charm of China with a cup of Yangshao pottery incense, and expresses the Chinese's yearning for a better life with auspicious elements such as "fish pattern" and "gourd bottle".
In order to do a good job in the Xiangyang market, Yangshao Liquor has also made sufficient preparations: as early as before the product is listed, it has organized a professional team to visit and investigate many times, and initially signed high-quality merchants such as channels and ** to lay the foundation for the market; Formulate investment plans to carry out all-round and high-density accurate delivery of outdoor advertisements such as high-speed rail stations, urban business districts, and cross-bridges in the city, so as to release brand voice; Carry out customer cultivation activities such as tastings, industrial tours, and free night markets to strengthen consumer experience; At the same time, the Yangshao Painted Pottery Workshop "Tibet" series of products opened a driving service.
A series of measures not only effectively enhanced the popularity of Yangshao Painted Pottery Workshop in the Xiangyang market, let consumers know the brand of Yangshao Painted Pottery Workshop, but also strengthened the confidence of dealers in the "Tibet" series. Nowadays, the high-frequency activities of eight banquets in two days are the best example of the Yangshao brand that has been deeply rooted in the hearts of the people in Xiangyang.
["Steady, low-key and calm", Yangshao's national offensive and defensive road].
A glimpse of the whole leopard, Yangshao's success in the Xiangyang market is the epitome of Yangshao's national breakthrough. Unlike other liquor companies that blindly carry out nationalization or pan-nationalization, Yangshao Liquor's nationalization strategy has always adhered to the principle of "steady and steady, low-key and calm".
In 2018, Yangshao Painted Pottery Workshop Liquor was listed in Xi'an, Shaanxi. Yangshao Liquor Industry began to go out of Henan and to the whole country, embarking on the drunken journey of "Chinese Taoxiang", which is also a pilot for Yangshao Painted Pottery Workshop to explore the path and mode of national operation. Henan and Shaanxi are geographically close and culturally inherited, and the Shaanxi market has a strong drinking atmosphere, and it is the gateway to the northwest market, which is located in an important place. The layout of Yangshao Painted Pottery Workshop in Shaanxi can be said to have realized the synchronous exchange of liquor industry and culture, comprehensively enhanced the core competitiveness and comprehensive strength of Yujiu, and accelerated the further nationalization.
Following Xi'an, in 2021, Yangshao Liquor will launch the "Yangshao Painted Pottery Workshop Sun" screen advertisement in the waiting room of Beijing West Railway Station, and reach a cooperation with Beijing General Distributor - Beijing Jingtao Commerce and Trade, marking the second time that Yangshao Painted Pottery Workshop has landed on the national chessboard. As the second market outside the province for Yangshao Liquor Industry to go out of the province and go to the whole country, the Beijing market carries the strategic functions of exploring replicable market operation mode, marketing strategy, product design, organization building, sales breakthrough, etc., which has important reference significance for Yangshao to develop other markets outside the province.
For key markets outside the province such as Beijing, Xi'an, Xinjiang and Hami, Yangshao Liquor has carried out all-round and high-density advertising in high-speed rail stations, urban business districts and other high-density areas, with dealers and consumers as the main body, further optimizing channels and fine services, continuously strengthening quality brands, consumer cultivation and channel profits, and constantly consolidating and expanding the breadth and depth of the market.
[Seize the market highland, Yangshao's "one line and two corners" of the southward strategy].
Shenzhen and Hainan are the reasons why Yangshao Liquor has extended its precision marketing tentacles to the forefront of high-quality economic development after successfully laying out the markets in Xi'an, Beijing, Xiangyang and Hami in Xinjiang.
So, why did Yangshao aim at Shenzhen and Hainan when he went south to open up?
In the "14th Five-Year Plan" of Yangshao Liquor Industry, it is clearly proposed to realize the strategic development plan of "one line and two corners" in the process of nationalization. The "first line" is a north-south line centered on Henan, north to Beijing and south to Hainan. The "two corners" are the Yangtze River Delta and the Pearl River Delta.
The southern market, with the "Pearl River Delta" as the core, is a high-speed growth area of China's economy. Shenzhen is the core city of the Pearl River Delta and the bridgehead of China's reform and opening up, with a good business environment and a world-class economic and trade network. Therefore, Shenzhen is also an important step for Yangshao to expand the market in the south and promote the process of nationalization.
2023 is the fifth year of the construction of the Hainan Free Trade Port, with a good business environment, a highly developed, free and convenient open economic system and system, making Hainan a new highland for China's opening up. At the same time, the Hainan Free Trade Port interacts frequently with the Pearl River Delta and the Yangtze River Delta, which is a highland that Yangshao Liquor must seize to explore the Pearl River Delta and Yangtze River Delta markets. With the gradual establishment of the policy system of Hainan Free Trade Port, Yangshao Liquor Industry will also have more room for development when it settles in Hainan. In fact, in November 2022, Yangshao Liquor joined hands with AIIC 2023 Liquor Industry Innovation and Investment Conference, showing many highlights in terms of forums and brand **, and fully releasing brand voice in Hainan.
From Beijing, Xi'an, Xiangyang, to Shenzhen, Hainan and Xinjiang, Yangshao Liquor has made a series of major breakthroughs in the process of brand nationalization. As the first stop of Yangshao's nationalization, Xi'an provides a model for Yangshao's nationalization; As a political, economic and cultural center, Beijing has huge market potential, which is of far-reaching significance for Yangshao to enhance its brand awareness and height; Shenzhen and Hainan have played a strong role in the nationalization of Yangshao Liquor's brand......On the road to nationalization, Yangshao has laid a deep foundation in a series of key areas, and the layout of the national "Greater Yangshao" has begun to take shape.