On August 1, on the bank of the beautiful West Lake, Wuliangye made a grand launch of the new product launch conference on the smooth sailing of 05 models and Jinbang wine. Although this is a new-to-market investment fair that seems to be very common in the liquor industry, it has attracted the attention of many participants because of its novel packaging, unique taste, and romantic expression. Level "distributor's attention. At the press conference, “fashion” became the most frequently mentioned word among participants. The “tradition” of liquor and “modern” were harmoniously integrated. People suddenly discovered that they constantly tried to dream up their liquor. The original can be truly realized.

Fashion liquor is a requirement for the development of the times In recent years, the liquor market has been shrinking, and the sales of foreign wines in China have steadily increased. Taking Chengdu as an example, at present, there are more than 2,000 entertainment venues such as medium-sized bars, discos, and KTVs in Chengdu. These places are almost monopolized by foreign wines. The monthly sales of foreign wines are about 50 million yuan. White wine is in these places. It is impossible to stand on foot.

The reason for this situation is mainly the huge difference between liquor and wine in fashion and internationalization. As more and more young and middle-aged consumers are keen to pursue a fashionable consumer experience, the full enjoyment of mental pleasure and individuality has become their main demand for consumption. However, most of the liquor brought to them are historical appeals, explanations of craftsmanship, etc. They rarely meet their real needs.

In fact, for people who drink alcohol, the psychological feeling is the first, that is, we often say the spiritual role. This is where today's economically advanced and fierce competition should become the main appeal of products (especially new products), otherwise it will be perceived by consumers as a product with no personality or attractiveness.

Therefore, when liquor is facing the reality of aging consumers, companies should consider how to combine the positioning, connotation, brand building of the product with mainstream consumer groups, make the products keep pace with the times, and make traditional liquor culture and modern fashion. Culture is integrated to lead the consumer trend.

It is an indisputable fact that fashion liquor is a homogenization of individualized liquor products. There is no difference, of course, but there is no advantage at all. If you think of perfume as a woman's highly personalized fashion choice, white wine should also be a symbol of a man's personality. So, in the end there is not a white wine like Chanel No. 5, after years of washing, can still emit a long-lasting personality charm? Can Golden Bill wines be done? This needs to be measured in the following three aspects.

The first is the product itself. The product quality and quality of the famous wine list of Jinbang certainly need not be said. Combining with Wuliangye, the king of Chinese wine industry, is the brand advantage, technical advantage and quality advantage of Wuliangye. On this basis, Jinbang wines are infused with more content for the product, such as the addition of a special rose in the raw materials, which makes the fragrance of flowers and flowers together. When drinking, the faint fragrance makes people feel infinitely delusional; the bottle body is elegantly designed and flows. Line modeling is very artistic, stylish coffee packaging, natural, original, Italian and French teachers everywhere embody the ingenuity...... These are all related to fashion, from the inside out to change the traditional liquor. Gao Jingyan, a famous liquor expert, believes that Jinbang wine is an innovation in Chinese winemaking technology that satisfies consumers' fashion needs.

Followed by the form of expression. What fashion products bring to people is a kind of psychological satisfaction, a sense of well-being. Many people think that only wine tasting will bring romance and fashion. The tour of Hangzhou with the gold medal title also made the industry's peers feel the romance and fashion brought by liquor. When the beautiful Hangzhou lady presented the wine in front of the guests, the atmosphere of youth also rushed forward; when the body painting first appeared in the liquor exhibition, people discovered that in fact, the manifestation of liquor can have so many elements; When the tantalizing couple dances the golden connotation of the brand name of yin and yang, and blends perfectly, the feeling of fashion has firmly occupied the heart of everyone in the scene.

The last is to promote communication. Specific products targeted at special consumer groups have always been the emerging channels for the names of fashion bars, KTVs, high-end clubs, and new concept restaurants in foreign wineries. In terms of the dissemination of product information, Jin Bang’s title will be the main carrier of the fashion boutique magazine. If television is the face of communication, then fashion boutique magazines are the point of communication. Since the readership of the fashion boutique magazine is the target consumer group of the gold medal title, this “precision guidance” approach can maximize the benefits of advertising placement and can more effectively achieve the brand image of fashion.

Fashionable Liquor is a Systematic Engineering Liquor fashion is not simply changing the taste, design and channels of liquor, but is a systematic project. In this system engineering, the most important thing is to change consumer awareness of consumption. Otherwise, exquisite designs cannot achieve the conversion to commodities. In fact, it has been proposed for a long time that liquor has become fashionable, but there are not many successful ones. The reason is simple. It is difficult to operate, operates for a long time, and is slow. Therefore, the author believes that the operation of fashion liquor is indispensable for the following aspects.

First, changing the concept of consumption takes time and requires companies to continuously invest in communications for a long time. This not only requires the brand operators to have confidence, but also has to prepare for protracted battles. Otherwise, it is very likely that all efforts will be abandoned. Therefore, there must be sufficient financial strength to make fashionable liquor.

Second, changing consumption patterns requires guidance. Drinking wine and green tea will greatly increase the consumption of foreign wines and become the first choice for entertainment venues. How to use the fashion liquor to win the hearts of young and middle-aged consumers is a key issue that operators should consider.

Third, the product's taste, degree, and packaging should meet the requirements of the target consumer group, and how to continue this style, how to continue to innovate in the future development.

Fashion liquor is a further subdivision of the liquor consumer market. It aims to satisfy some consumer groups. Jinbang wine is a famous liquor brand, and it should be said that it has a unique business vision, because the traditional liquor really needs a variety of elements to inject, so that we can follow the pace of the times. On the other hand, the increasing number of high-end white spirits, but limited consumption channels for liquor, seeking new sales channels and avoiding brutal competition in store fees, promotional fees, publicity fees, etc., should be said to be a promising step in channel innovation. .

Reprinted from: Consumer Daily