Text |Qiu Mengsi.
The end of the year and the beginning of the year are often the time of "year-end summary".
Looking back at 2023, the wine industry has had an extraordinary year, with industrial adjustment and consumption reform, some speculative capital is gradually retreating, while high-quality industrial capital is still firmly invested. However, it is gratifying that in the midst of challenges and changes, there are still some categories that have formed a new boom, creating new opportunities for the industry and guiding the development direction in 2024.
One of the most important answers is "fragrance fever".
As we all know, in recent years, the popularity of the fragrance category has further increased, and the Yellow Crane Tower Liquor Industry has also anchored the "Southern Great Fragrance" and started a new round of revival of famous wine.
In 2023, Huanghelou Liquor will further "strengthen the confidence of the fragrance category", face up to change, innovate and develop, and create outstanding achievements in products, brands, marketing and other aspects in an extraordinary year, adding momentum to the great development of the fragrance category.
Focus on building 20,Strengthen BC linkageWhen we try to review the 2023 year of Yellow Crane Tower Liquor, Lou 20 is one of the highlights that have to be mentioned. As a strategic product of Yellow Crane Tower Liquor, Lou 20 not only has outstanding quality and is well received by industry insiders, but also has a group of loyal consumers with its effective marketing work.
In recent years, the popularity of fragrant liquor has risen, showing an increasingly fierce consumption momentum in many major liquor provinces. In 2023, Huanghelou Liquor Co., Ltd. decisively chose to take Hubei as the center and held listing press conferences in Anhui, Henan, Shandong, Guangdong, Hunan, Inner Mongolia and other places, widely conveying the traditional fragrance process of Lou 20 Liang "Chinese Famous Liquor", and narrowing the distance with target customers with lectures and tastings.
In terms of brand communication,Yellow Crane Tower Restaurant 20 also landed on the national platform - * Radio and Television Station, landed on CCTV's core channel CCTV-13, and enhanced its brand influence with the help of a central media platform covering tens of billions of people.
In terms of channel construction,Huanghelou Liquor has reached cooperation with a number of domestic distributors with resources and strength, and is still continuing to dig deep into the outlets with strong channel digestion ability, and at present, there are more than 20,000 effective outlets such as circulation, hotels, and first-class units in the country, with a rapid growth momentum.
On the one hand, the star effect is used to stimulate product sales and help dealers improve the dynamic sales of key products, and on the other hand, it also faces consumers in this way, passing on the brand impression of "Nanlou Beifen" to a wider region, further amplifying the effect and influence of brand promotion.
Firmly grasp the consumption node,Accurately mobilize C-end emotionsIt is worth mentioningThis year, Yellow Crane Tower Liquor also firmly grasped the consumer sentiment, stimulated the emotional resonance between the brand and consumers with differentiated festival marketing, and achieved effective brand output.
In addition to traditional festivals such as the Spring Festival, Lantern Festival or Mid-Autumn Festival, as well as festivals with "limited" roles such as Father's Day and Teacher's Day, Yellow Crane Tower Liquor has also found another way, either to amplify the potential warmth behind the festival, or to open up ideas and interact cordially with the C-end.
On Father's Day in June, Yellow Crane Tower Liquor successfully "broke the circle" with a short ** of 56 seconds; On Teacher's Day in September, Yellow Crane Tower Wine connects with target consumers with the theme of "A Good Wine Thanks"; In the summer, Yellow Crane Tower Liquor and Feifei Shrimp Village open the carnival season ......At the same time, Huanghelou Liquor has also launched activities in key markets at the same time, deeply linking consumers through various preferential policies to achieve online and offline linkage.
For the upcoming Spring Festival in 2024, Weijiu learned that Huanghelou Liquor has opened a new round of precision marketing. In terms of channels, the preferential policies of Huanghelou Liquor for the Spring Festival peak season have begun to land, and the scratch card ** and banquet policies are widely praised by consumers; In terms of products, Yellow Crane Tower Liquor has launched a new "Yellow Crane Tower Liquor 16" focusing on the wedding banquet scene, positioning the price range of 300-400 yuan, further enriching the Nanpai Daqingxiang series product line, and adding festive colors to the most important Spring Festival for the Chinese people; In terms of brand, this Spring Festival, Huanghelou Liquor will also broadcast the "CCTV Spring Festival Gala" to celebrate the New Year ...... in the 40th anniversary of famous wine
Since 2023, due to the opening up of the general environment, the demand for wedding banquets that has been suppressed for several years has been released on a large scale, and banquet wine has become an important growth momentum for the wine industry in 2023 and will become a must for the wine industry in 2024. In the eyes of industry insidersThe launch of new banquet products and the heavy increase in Spring Festival marketing are all keen insights into consumer needs of Yellow Crane Tower Liquor, and also express to the market the company's determination to attach importance to product quality and do a good job in fragrant liquor, and also show Yellow Crane Tower's strong confidence in the fragrance category.
In addition to the festival marketing that is deeply rooted in the hearts of the people, Huanghelou Liquor has also been highly recognized by industry associations and **, and has won many major awards such as the "New Wine Award for Green Liquor" issued by the China Liquor Industry Association, the "2022-2023 Most Potential New Product of China's Liquor Industry" and the "Most Valuable Product of the Year 2023" issued by the China Wine & Spirits Exhibition.
An industry analyst told Weijiu that today's liquor products should not only be of good quality, but also of material and emotional unity to meet the spiritual needs of consumers. Obviously,The above-mentioned marketing work of Yellow Crane Tower Liquor not only deeply conveys emotional value, but also caters to the new needs of consumers for high-quality and personalized products.
Improve high-quality production capacityWelcome the 40th anniversary of "Chinese Famous Liquor".
Industry insiders who are familiar with the Yellow Crane Tower Liquor industry knowHuanghelou Liquor has laid out three major production areas in Wuhan, Suizhou and Xianning for the guarantee of raw liquor. Sufficient production and energy storage will become the fundamental guarantee for Huanghelou Liquor to anchor the strategy of "Southern Great Fragrance", revive the glory of famous liquor, and continue to provide consumers with high-quality products.
At the 2023 commissioning site of Suizhou Intelligent Brewing Industrial Park of Huanghelou Liquor, some industry insiders believe that as industrial competition becomes more and more mature, the centralization and branding of the industry will be further intensified in the future, and at the same time, the era of diversification and quality of fragrance will come, and high-quality production capacity will be the core element of industry competition.
To put it simply, what the market needs is not only to improve production capacity, but also to improve high-quality production capacity, wineries need to grasp two key points, one is selection and the other is storage, and high-quality products in the future are the core competitiveness of enterprises in the stock market.
In the opinion of the above-mentioned industry people,The layout of the three major brewing production areas is the accurate trend judgment of the return of the fragrance heat of the Yellow Crane Tower Liquor Industry, and it is a "heavy bet" on the fragrance category, and at the same time, such a large investment has also injected a "booster" into the industry, making a good start for the upcoming 2024.
2024 marks the 40th anniversary of Yellow Crane Tower Liquor being named "China's Famous Liquor" for the first time. In 1984, at the 4th National Wine Appraisal, Huanghelou Liquor, together with 13 kinds of liquors such as Moutai, Fenjiu, Wuliangye and Gujing Gongjiu, was rated as "National Famous Liquor"; In 1989, with its excellent quality, Yellow Crane Tower Liquor was once again listed as one of the "17 Famous Liquors".
Looking back at the 80s, with its short production cycle and high wine yield, fragrant liquor became the liquor category with the highest market share at that time, and had an extremely wide consumption base. Nowadays, the re-emergence of fragrant liquor is not only an opportunity for the revival of famous liquor brought about by the personalization of consumption and diversification of flavor types, but also a return to consumption rationality, which is an unstoppable development trend.
In the view of Weijiu, the revival of the famous liquor promoted by the owners of Huanghelou Liquor not only adapts to the general trend of the development of the aroma of China's liquor industry, but also opens a new development path for the 40th anniversary of "China's famous liquor".
Under the general trend of fragrance revival, along the road of revival of famous liquor, Yellow Crane Tower Liquor, which has self-confidence in quality, will join hands with more distributors to deeply link more consumers and continue to send out the strong voice of "Southern Great Fragrance" under the advantage of continuously improving market momentum and elevating brand potential.