There is a kind of master who always lets others pat his thigh and say that he always does what I want to do but doesn't do. Things that you want to do but don't do, including what you want to do but don't dare to do, what you want to do embarrassed to do, what you want to do can't do, what you want to do but haven't done it, etc., in short, I didn't do it. As far as the wine industry is concerned, this master is "listening to flowers" (Qinghai Spring).
Text |Ouyang Qianli
Approaching the end of the year, in the elevator room of the office building, I saw an advertisement for listening to flower wine. The advertisement is eye-catching, "98 Chinese Culinary Masters: I Can't Imagine Baijiu Can Be So Delicious!" "Boutique 58600 yuan bottle Standard 5860 yuan bottle", "Listen to why flower wine is so delicious and so expensive, please ask the Nobel Prize winner to be the chief scientist" and so on.
Some time ago, I swiped Weibo and saw a hot search about listening to flower wine for two consecutive days. On January 24th, I saw the hot search of Why I asked Nobel Prize winners to study liquor, and on January 25th, I saw the hot search of "Does Drinking a Drop of Liquor Cause Cancer", and these two hot searches are related to the sky-high price of liquor Tinghua, and the former harvested 1100 million reads, the latter received 1600 million views.
Listening to flower wine has once again become a hot spot in the industry and outside the industry. Tinghua Liquor, which was born with the characteristics of "focus", has once again become a "focus" and is under the spotlight to accept the scrutiny of **, liquor practitioners, and the public. Personally, I thinkThere is no way, the wine industry has developed to this day, and it is not broken or established, because it is impossible to replicate success along all the successful paths.
To be honest, Tinghuajiu has always been a hot spot in the wine industry, and it is often the focus of the public, but people who have been paying attention to it for a long time have found that it is completing the transformation from "savage growth" to "turning into a butterfly", and this process is1% improvement
Track and positioning, ultra-high-end liquor positioning
Cordyceps is naturally a high-end product, but it is not a big track; Baijiu is naturally a big track, but not all high-end products. Let's take a look at Huajiu, we choose the high-end product positioning in the big track, and naturally have unlimited imagination space.
Tinghua Liquor, whether it is priced at 5,860 yuan bottle or 58,600 yuan bottle, belongs to the ultra-high-end positioning in the liquor track. The positioning theory has talked about the essence of the positioning of liquor, and the positioning of liquor is pricing. For high-end or even ultra-high-end liquor, there is a reference for pricing, so it is not uncommon in the liquor industry to set a price that is close to or exceeds the recommended retail price of the most important single product in the liquor industry. How effective is it, the effect is not satisfactory.
Many years ago, both the drunkard and the water well shop were the most expensive liquors sold in China, and they were hugely successful because of this. Nowadays, the price of Tinghua liquor far exceeds the actual transaction price of the most important single product in the liquor industry, which has caused an uproar in the liquor industry again.
On November 14, 2023, he led a team to visit Alibaba's Shandong operator, and during the symposium, there were wine merchants who talked about interesting anecdotes about the wine table, what is the most expensive wine in China? Listen to the flowers.
Time and potential energy, large flow is the final word
In the wine industry, it is difficult to talk about innovation in terms of seniority. In the wine industry, there are always "masters" who break through the limits and achieve their own careers. Thinking back to the youth liquor and vertical e-commerce in the past, looking back at the bare-bottle liquor and soy sauce liquor in previous years, and then looking at the current ultra-high-end liquor, they all grasp the "time" of different stages.
With the decline in per capita alcohol consumption, per capita consumption frequency, and the age-appropriate alcohol population, alcohol consumption is forced to continue to upgrade, and the alcohol consumption ecology is facing "reshaping". From the perspective of the market, alcohol consumption is increasingly focused on business banquets and festival gifts, which means that ultra-high-end liquor ushers in new development opportunities.
In fact, even in the face of economic fluctuations, the consumption power of ultra-high-net-worth individuals has been little affected or even increased. From an overseas point of view, the global economy is in a downturn, but luxury goods are selling better and better, such as LVMH and Rolls-Royce, which have reached new highs.
One of the prerequisites for the success of the ultra-high-end Tinghua wine is that it needs to influence its target group, whether it is the people who consume the Tinghua or the people who distribute the Tinghua.
How does Tinghuajiu do it? Tinghuajiu has made a large number of dissemination in Xinhua News Agency, CCTV, People's **, Banyuetan, airport and aviation magazines, etc., which has greatly enhanced the brand reputation; Tinghuajiu became the focus of high-traffic moments such as the Women's Asian Cup final and the live broadcast of the Sky No. 4 launch, which greatly enhanced the brand awareness; Tinghua Liquor has been mentioned on the whole network for many times because of its "sky-high price", "Nobel Prize", "International Patent", etc., and under the huge attention, it has gained an audience that wants to taste and distribute it.
At present, the positioning of ultra-high-end Tinghua Liquor, the brand continues to break the circle, and the reputation is rapidly improving, and it is reasonable to seize the business banquet and festival gift market of some high-end wines.
Cognition and authenticity, scientific stereotyping of liquor
On December 12, 2023, the Rees team believes that one of the five opportunities for regional liquor to achieve a breakthrough is the "healthy trend", conforming to consumer cognition and creating a credible new category of "liquor that can reduce physical harm".
Just as the Rees team said, there is a perception of "healthy liquor" and "healthy liquor" in consumers' cognition, but most of the liquor on the market cannot be "verified", so that "healthy liquor" exists in consumers' minds, but not on the market. Since the advent of Tinghua Liquor, it has cooperated with relevant institutions to prove its characteristics such as "harm reduction gain", "activation of parasympathetic nervous system" and "Shengjin", and invited many first-class reporters to participate in drinking test research and experience the value of its products.
Back to the press conference on November 11, 2023, Tinghua Liquor announced the official finalization of the liquor and released the "Internal Control Indicators and Inspection Methods for the Body and Quality Characteristics of Tinghua Liquor". Its chief designer Zhang Xuefeng announced that Tinghua had found the "golden key" to solve the problem of alcohol harm to the human body.
At the same time, Tinghuajiu announced that another Nobel laureate, Avram Hershko (2004 Nobel Laureate in Chemistry, dedicated to the research of ubiquitin-regulated protein degradation mechanism and metabolic repair theory), has joined the chief scientist research team and will guide Tinghuajiu to carry out research in the field of metabolic repair.
Postscript
In the wine industry, whether it is a winery, a wine merchant, a wine friend, or a wine media or a smart company, they are mostly "dismissive" about any new wine brand, because the mainstream view in the industry is "genes and bloodline". As everyone knows, as the wine industry enters a period of deep adjustment, it is precisely those non-mainstream alcohol brands that will set off huge waves, such as Tinghua Wine.