Luzhou Laojiao December 28 evening announcement that the subsidiary Luzhou Laojiao Hundred tunes wine industry (hereinafter referred to as Luzhou Laojiao Hundred tunes) and the Shenzhen Tongdao Dajie cultural communication limited company (hereinafter referred to as Tongdao Dajie) *** with the establishment of the Luzhou Hundred tunes with the same road Dajie Constellation Wine Sales Co.
According to Luzhou Laojiao, this move is intended to promote the development of the company's youthful and fashionable product line.
Following the cross-border perfume, Luzhou Laojiao has also taken aim at the Internet constellation IP Dajie.
On September 8 this year, Luzhou Laojiao and Uncle Tongdao cross-border cooperation, held a new product launch conference in Taikoo Li, Chengdu, the two sides signed a cooperation agreement, the official launch of the constellation of small wine.
This time, the two sides once again joined forces to establish the constellation liquor sales company, mainly targeting young consumers. It is understood that the newly established company registered capital of 5 million yuan, Luzhou Laojiao hundred tune to cash contribution of 3.5 million yuan, accounting for 70% of the total share capital, as the controlling shareholder. Tongdao Dajie contributed 1.5 million, accounting for 30% of the shares.
In the view of Luzhou Laojiao, this move is to promote the development of the company's youthful and fashionable product lines. The partner of this time, Tongdao Dajie, specializes in simple and brutal style to hit the nail on the head, and the fans of various platforms have totaled more than 35 million people.
Luzhou Laojiao has also been focusing on the Internet, big data and innovative marketing thinking to open up the market. in early 2017, Luzhou Laojiao combined with the popular TV series "Three Lives, Three Worlds, Ten Peach Blossoms" to launch "Peach Blossom Drunk"; in early 2018, it launched the "Tenacious Taste" customized perfume, which was once used in the production of the "Ten Lives, Three Worlds" customized perfume. "Customized perfume, once fired by scalpers 999 yuan a bottle, becoming a veritable hit.
Wan Xinggui said that the two sides of this cross-border marketing, the purpose is to win more young consumer groups. In his view, Luzhou Laojiao and Tongdao Dajie cooperation, belongs to a new attempt. "Dare to try is welcome. The subsequent development also depends on the product itself, the marketing and marketing system, and whether the product solves consumer pain points and how to tap potential emerging consumer groups."
With the change of consumption scenario, the penetration of wine and beer makes young consumers' consumption more diversified, and liquor is no longer their first choice. The spicy taste of liquor and the strong discomfort after drinking also make it difficult to please young people. In this context, has always given a traditional, conservative impression of liquor, in recent years, also tried to adapt to young people's tastes in packaging, price, taste and marketing, to compete for the future market of this consumer group.
"People under 35 years old generally more recognized youth, fashionable liquor, but with the individual social role as well as experience changes, traditional liquor will be more favored. As we all know, no matter how lively the annual Sugar and Wine Fair, 80% of the real protagonists of the Sugar and Wine Fair is still liquor." Zhao Yixiang said.
Public data show that with the increase of age, men drink liquor frequency is a positive growth trend, 45 ~ 60 years old men, daily drinking liquor consumers accounted for 34%, respectively, than the age of 30 ~ 45 years old, under 30 years old age group of consumers of this data is higher than 11 percentage points and 24 percentage points.
According to Zhao Yixiang, the primary factor determining the product trend is demographic structure, and there is a big difference in the consumption habits between the post-90s and post-00s and the current mainstream liquor consumption crowd, so youthful and fashionable liquors came into being, and belong to the featured varieties and demand-driven products determined by the characteristic crowd structure.
Wan Xinggui believes that the rejuvenation of liquor should emphasize the rejuvenation of liquor consumption, liquor form can also be rejuvenated, including product packaging, product form, taste to adapt to the habits of young consumer groups, "white wine in the process of market sales, the need to make white wine healthy consumption habits and drinking concepts in-depth consumer groups, and rational industry concepts to promote the healthy development of white wine, which is very critical. The company's business is to provide the best possible service to its customers, and the company's business is to provide the best possible service to its customers.
Daily Economic News