The next stop of liquor!"Take down" young people

China Well -off Network Exclusive Specialty

Text | "Well -off" · China Well -off reporter Yuan Shuai

Contemporary consumers who grew up with soft drinks have begun to be dissatisfied with single -taste drinks, and the same is true for liquor. This session of consumers like to try something new and like all kinds of flavors to choose from, which has also made many liquor brands start to expand new flavored white wine.

In recent years, three major changes in the liquor consumer market are: diversification of consumer scenes, diversified product taste, and maximizing emotional value. Photo/Jiang Xiaobai

"Now young people, I would rather drink beer, drinks, and don't like to drink liquor." In the liquor circle, there has always been a kind of hidden concern, that is, as the aging population of the Chinese population has intensified, the new population has continued to decrease. How can the liquor market maintain high -speed growth Intersection "Well -off" magazine and reporter from China Well -off network found in the visit, "I can only drink the fragrance of liquor only once or twice, and I don’t understand." "Good liquor is too expensive. Young people are going to see "... The reasons why young people do not like to drink liquor are diverse. How to solve these problems, thus winning young consumption power, becoming a major problem on the growth of sales of major liquor companies.

Cross -border cooperation to satisfy strange psychology

In order to adapt to the changes in consumer ecology that tended to be younger, major wine companies have attracted more attention and favor of young consumers through the reshaping and innovation of brand culture, symbols, images, and product value experience, and enhance their favorability. Among many measures that attract young consumption power, cross -border cooperation has become the best way. With different forms of brand cross -border combinations, by meeting consumers' strange psychology, it can activate the brand's vitality and deepen the emotional connection between the brand and users.

This year, Moutai cooperated with Mengniu to launch ice cream. Once the new product was launched, it was on the Internet. The original price of about 60 yuan a box of Moutai ice cream was fried to more than 3,000 yuan for a box. In view of the hot sales situation, the sales scope of Moutai ice cream also expanded from offline flagship stores in 9 provinces, cities and 9 cities to 19 provinces, autonomous regions and cities. Moutai's innovation lies not only in the integration of "liquor+", but also the innovation of marketing models. After recognizing that the current market youthful groups are the mainstream of consumption, Maotai makes full use of the online public domain traffic to actively open up the channel channels for the "I Moutai" digital marketing platform to improve the efficiency of marketing, but also laid a solid foundation for the popularity of Moutai ice cream.

Moutai Ice Cream is not a precedent for the cooperation between liquor companies and non -alcoholic food brands. Zhong Xue Gao launched the white wine ice cream "broken film" with Luzhou Laojiao in 2019. It first made people from the name, which caused a high degree of attention. After the release of the new product, the topic of the topic of "Broken Broken Broken Broken Broken Broken Wine" on Weibo reached 150 million. From the "broken sliced ​​ice cream" to the "broken milk tea" launched with tea -breaking milk tea, to the "leesgle mask" produced by the old Chinese medicine cosmetics ... Luzhou Laojiao's measures to compete for the young consumer market are one after another.

Coincidentally, Jiang Xiaobai Breaking the Cross -border Mengniu's ingenious ice brand "Suizhu" ice cream, launched the joint model "Jiang Xiaobai -flavored ice cream" with two flavors of caramel -flavored chocolate and white peach flavored chocolate. Combined with the drinking scene, "I have done it, you change with it", organically combine the two brands. This is not Jiang Xiaobai's first cross -border cooperation. Earlier, Jiang Xiaobai and Baiqi launched the joint gift box for biscuits with biscuits, including Jiang Xiaobai Baiqi, chocolate flavor Baiqi, Jiang Xiaobai Baiqi expressing bottle and custom wine glass; the cooperation with Lele Tea broke through The dimension wall of liquor and tea; the Lemon -flavored sparkling wine with Sprite Limited Gift Box is designed to stimulate young people's freshness; Cross -border cooperation with an IP image in the promotion of brand image.

In recent years, three major changes in liquor consumer markets are: diversified consumer scenes, diversified product tastes, and maximizing emotional value. Since the three -year -old consumption in 2012, the three or five friends's small gathering scenes have begun to expand, and even the consumption scenarios that have been independent have begun to become more. These factors have promoted the consumption scenario of liquor to become diverse. In addition, contemporary consumers who grew up with soft drinks have begun to dissatisfied with single -taste drinks, including liquor. This session of consumers like to try something new and like all kinds of flavors to choose from, which has also made many liquor brands start to expand new flavored white wine. At the same time, the continuous evolution of the epidemic has made people pay more attention to their emotional value. It is becoming more and more important, and the maximization of personal emotions is the true portrayal of contemporary consumers.

According to the "Baijiu Consumption Trends Report in the first quarter of 2022" released by Jingdong Supermarket in June this year, although the consumption group aged 31 to 40 is still the highest, young consumer groups from 21 to 30 years old have the fastest growth. This also strongly proves why liquor companies have exploded in recent years to attract young consumption power.

"Product is the best marketing"

When other liquor brands are racking their brains and thinking about how to attract young consumers, Jiang Xiaobai has adopted the development path of the opposite. Since the founding of the card in 2011, Jiang Xiaobai's slogan goal is "the first white wine of young people". In order to achieve the youthfulness, liposity and fashion of Chinese liquor, Jiang Xiaobai designed a unique expression bottle and harvested the love of the post -80s and post -90s. In response to the different needs of contemporary consumers, after the user co -created the conference, Jiang Xiaobai launched a variety of flavored drinks with female consumers as the target -fruit cube. Since then, Jiang Xiaobai has continued to innovate and launched a variety of flavored brands such as green plums and rice wines to meet consumers with different preferences. "The packaging design of the product largely affects whether consumers are willing to try the products that have never been purchased. After deep insight into the characteristics of the product and the characteristics of the consumer group, start from the design, color, craftsmanship, and consumer experience. Create packaging, from a simple face value economy to the current experience economy, packaging can bring better consumer experience to consumers, it is part of life. " CEO Chen Yan said that packaging is the first medium for the brand to reach consumers. In this regard, Jiang Xiaobai also did full homework, and launched a well -cooler street graffiti packaging that is more in line with the aesthetic of young people.

Zhang Tao, a bartender from the Sanlitun Bar in Beijing, told a reporter from Xiaokang Magazine and a reporter from China Well -off that most of the guests who came to the store were young people aged 20 to 35. Although they would not order liquor directly, many of them prefer cocktails. "Baijiu, especially high liquor, spicy taste, young people are difficult to accept for a while, but the cocktails made of liquor as base wine, mixed with drinks, juice, and soda are different." Zhang Tao often chooses to rivers when preparing cocktails. Xiaobai is represented by white wine as base wine. He said that the same is true of the sobble masters of several other bar nearby.

Jiang Xiaobai's product manager Deng Jiev said that at present, Jiang Xiaobai has deployed more than 2 million terminal catering channels across the country, spreading throughout the district, county and above, and basically achieved "buying everywhere" and "drinking everywhere." Since the realization of nationalization, Jiang Xiaobai has rarely invested in marketing, but has devoted more energy to the entire industry chain. He analyzed that in terms of the market for young consumers, the taste of the product is the most important, and the packaging is back.

"In essence, products are the best marketing, 'good products can speak'. At present, Jiang Xiaobai already has 760 acres of Jiangji winery and tens of thousands of acres of sorghum planting bases. It will radiate 100,000 acres in the future. In terms of products and brands, in the future, Jiang Xiaobai will continue to refine the quality of sorghum wine. In addition to the original sorghum wine, we will launch more flavor sorghum wine products and brands. "Deng Jeff revealed that Jiang Xiaobai focuses on sorghum wine -based The expansion of wine and drink category has no plans to launch products other than wine and drink.

Jiang Xiaobai has gradually developed from the earliest "young people's first white wine" to a "national grain wine" brand. With the launch of Jin Gai and 52 -degree Jiang Xiaobai, the company has also received the love of more middle -generation consumer groups. At present, Jiang Xiaobai is more like a wine ecological company. Consumers of different ages and different gender can find their favorite brands and products in their product matrix.

Based on the insight into the wine market, Jiang Xiaobai said that in the future, he will still adhere to the strategy of "easy to drink", focusing on the consumption scenarios of easy drinking, and for different consumer groups, in addition to the basic models of liquor, launch more more Taste brand. Deng Jef said, "‘ creating youthful and easy -to -drink lifestyle ’is our unchanged pursuit and concept."

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in early September 2022

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