Yang Menghan, chief reporter of "Huaxia Wine News".
With the full implementation of the "high-end, national" strategy, Xifeng Liquor has established a channel network all over the country. In addition, the direct sales system based on Internet technology has gradually taken shape, which means that Xifeng Liquor has the capital to face consumers...
After the "Red China" in 2023, another huge festival across the north and south of the river is preparing to be launched under the promotion of Xifeng Wine.
It is reported that it is called "Drink Xifeng wine and spend a happy year; Exceeding 10 billion, giving back with true feelings" will be fully promoted on February 9, 2024 (Chinese New Year's EveChinese New Year's Eve dinner).
The relevant person in charge of Xifeng Liquor said frankly that this series of activities is to "take advantage of the opportunity of Xifeng's 10 billion yuan to set off the consumption atmosphere of Xifeng Liquor in the national market, further strengthen the cultivation of core opinion leaders and consumers, and enhance the brand image of Xifeng Liquor".
So, for Xifeng Liquor, which has just crossed the 10 billion mark, what is the significance of this terminal drink giveaway activity that runs through the north and south? When thousands of doors are opened and thousands of stores are celebrated together, what help can it help Xifeng Liquor, which has launched the project of "marching towards first-class famous liquor in the post-10 billion era"?
Hong Xifeng led the way, and then set off a second wave of nationalization
According to the official poster information of Xifeng Wine, the terminal drink giveaway activity will be on February 9, 2024 (Chinese New Year's EveChinese New Year's Eve meal), and the target of the activity is consumers who dine in the designated hotel at Chinese New Year's Eve night.
Xifeng Wine's series of free drinks for the "Chinese New Year's Eve Dinner" covers as wide a range as possible.
According to the information officially revealed by Xifeng, the terminal drink giveaway activity is divided into two scopes: within the province and outside the province. Outside the province, it covers a number of key markets including Guangdong and Guangxi in the south, Hebei in the north, Shandong in the east, Xinjiang in the west, and Henan and Hubei in the middle.
The time is short, but the coverage is vast. Ma Fei, an expert in the wine industry and chairman of Jiudu Consulting, said that the positioning of Xifeng Liquor in this event is both accurate and broad.
The reporter found that this terminal drink giveaway activity is mainly based on Red Xifeng Wine, Red Xifeng 1978, Gold Award Old Green Bottle Xifeng Wine, and Xifeng Wine Collector's Edition.
Among them, the scope of Hongxifeng's terminal drink giveaway activity is mainly located in the city hotel in Guanzhong, Shaanxi, and the newly launched Hongxifeng 1978 in 2023 will be nationwide and cover a larger area.
In the eyes of industry insiders, this not only represents the two products at different stages of development, but also represents the different strategies of Xifeng Liquor in the new year.
After several years of continuous promotion of the 'Red China' series of activities, it has formed a relatively strong brand influence across the country, and is currently in the stage of steady improvement. Ma Fei believes that as the main force of the 1,000-yuan file, the standard version of Red Xifeng, this time to promote the Guanzhong market to promote the free drink activities, is more similar to the "return of clothes" to the local market after the "return of clothes".
Red Xifeng 1978 was listed late, its positioning is sub-high-end, compared with the standard version, Red Xifeng 1978 has a wider range of consumption, and the development potential is still in the stage to be explored, so in this event, Red Xifeng 1978 has become the widest coverage and the largest cutting-edge product.
This also means that following the first wave of nationalization launched since 2019, the Red Xifeng series will also launch a second wave of nationalization, of which "Red Xifeng 1978" will become one of the key products covering the whole country.
In addition to the Chinese New Year's Eve Meal Gift Campaign launched with the four main products of Red Xifeng Wine, Red Xifeng 1978, Gold Award Old Green Bottle Xifeng Wine and Xifeng Wine Collector's Edition, Xifeng Wine Direct Store launched a "free drink" activity for all its products - from January 21, 2024 to February 29, 2024, consumers who enter the directly operated store to purchase any product can receive different products according to the amount.
Facing consumers, Xifeng started the next decade
A noteworthy change is that Xifeng Wine's free drink campaign this time is more precise and direct.
In the past, brand campaigns often lasted for weeks or even months in order to continue to shape and strengthen the brand. According to industry analysts, the Xifeng Liquor Gift Drink Activity is more accurate in terms of duration, target groups, targeted products, and free drink conditions.
From the perspective of time, this event is limited to one day, that is, February 9, 2024 (Chinese New Year's EveChinese New Year's Eve dinner); From the perspective of event venues, it is limited to designated cities and designated hotels; From the perspective of the target group, it is limited to Chinese New Year's Eve and Chinese New Year's Eve dinner consumers in designated restaurants.
Previously, Xifeng Liquor has released a series of posters of "Dragon and Phoenix Chengxiang" and "Drinking Xifeng Liquor and Celebrating a Happy Year", highlighting traditional cultural elements such as the Year of the Dragon in the Lunar Calendar, reflecting Xifeng Liquor's brand promotion close to elements such as "family", "happiness" and "Spring Festival".
As one of the four famous liquors, the quality of Xifeng Liquor is undoubted, so its various promotions have evolved to a high-level stage of empathy with consumers and integration with traditional culture, emphasizing moisturizing things silently. Some industry experts believe that this is a major change in the promotion of Xifeng wine.
Choosing a place for direct consumption, such as the restaurant where the Chinese New Year's Eve dinner is located, also represents a change in the concept of Xifeng Wine simplifying the channel hierarchy and directly facing the end consumer.
The industry generally believes that with the nationalization of the sales scope and the centralization of the brand, for famous wines, seizing the channel is no longer the focus of enterprise development, and the key to being invincible in the future competition is to go through the intermediate channels and face consumers.
According to data from the National Bureau of Statistics, from January to December 2023, the output of liquor (65 degrees, commodity volume) of enterprises above designated size in the country was 44920,000 kiloliters, a year-on-year decrease of 28%。
Since 2016, China's liquor production capacity has been declining year by year, and the industry has produced a trend of concentration and differentiation. While the total production capacity is less than one-third of the peak in 2016, a small number of famous wine companies are continuing to increase production and expand capacity, and continue to rise steadily.
After the completion of the 30,000-ton high-quality base liquor project, Xifeng Liquor is continuing to promote the "100,000-ton high-quality base liquor and supporting production project" and "70,000-ton koji-making system", which means that the production capacity of Xifeng Liquor has been effectively guaranteed.
Industry insiders believe that with the full implementation of the "high-end, national" strategy, Xifeng Liquor has established a channel network all over the country. In addition, the direct sales system based on Internet technology has gradually taken shape, which means that Xifeng Liquor has the capital to face consumers...