Zodiac wine "broken volume" strategy: "go new" and "go to the heart"

The year is approaching, and the zodiac wine, which has maintained a high popularity in recent years, has once again become the "red dan"
in the year-end product line of many liquor companies.
"Zodiac wine is a typical monumental product, and many highlights such as famous wine genes, artistic value, and scarce attributes make zodiac wine attract the attention of all parties
.
" Industry insiders said that nowadays, zodiac wine has become the standard configuration of many wine companies, and zodiac wine is not only an all-round embodiment of the comprehensive strength of the brand, but also the best test
of brand value in the market.

Competition in the zodiac wine track intensifies

As a typical representative of cultural and creative wine, zodiac wine has always been a popular product
for collection and gifts.

In 2014, Moutai launched the first zodiac wine, strong brand power and product power, coupled with the concept of "one release a year, limited release", so that it quickly detonated the liquor circle, the zodiac wine market was also activated, and the zodiac wine became a new star
in the liquor collection category.
In 2017, the liquor collection market is becoming increasingly hot, and the value of zodiac wine is widely recognized by the industry.

To this day, the number of wine companies entering the zodiac wine track is still rising
step by step.

Last year, dozens of liquor enterprises such as Yanghe, Langjiu, Zhenjiu, Drunkard Wine, Fenjiu, and Niulanshan, launched zodiac wine
.
This year, the zodiac wine war, which kicked off earlier, may usher in more players
.

On October 25th, Wuliang Fragrant fired the "first shot"
in the Chinese zodiac wine market for the Year of the Rabbit.
Wuliang Fragrant Lunar Rabbit Chinese Zodiac Wine is limited to 99,999 bottles, including 99,000 bottles of 888mL gift boxed products and 999 bottles of 2.
888L salute.

"Zodiac wine has strategic leading significance
for the Wuliang Perfume brand.
" Liu Hua, chairman of Wuliang Perfume Company, said that the company's layout of zodiac wine has changed from "opportunity-oriented" to "strategy-oriented", from "vertical comparison" to "industry benchmarking", and the company will fully integrate its own brand resources, channel resources, social resources and human resources to formulate a medium- and long-term development plan
for zodiac wine.

On October 28th, the Luzhou Laojiao 2023 Lunar New Year Wine Conference was held
in Chengdu, Sichuan.
Luzhou Laojiao launched the Chitu Baofu on the occasion of the 7th year of the Luzhou New Year Wine Gift Series, which integrates baijiu culture, zodiac culture and oriental culture, and highlights the charm
of China's excellent traditional culture with customized wine bodies and unique designs.
Liu Miao, Secretary of the Party Committee and Chairman of Luzhou Laojiao Group and Joint Stock Company, said that as an important part of China's excellent traditional culture, zodiac culture has special meanings and folk value
like Chinese liquor.
Every year, Luzhou Laojiao Custom Wine Co.
, Ltd.
explores the elements of traditional Chinese zodiac spirits, combines modern aesthetics, and is market-oriented, and is committed to promoting the vigorous development
of the festival wine market in China's liquor industry.

On November 11, Guizhou Zhenjiu released the 2023 Year of the Rabbit zodiac wine Zhenjiu Wrong Golden Rabbit
.
This product is inspired by the Guanfu Museum's "Wrong Gold and Silver Rabbit-shaped Town", highlighting the craftsmanship
of Zhenjiu.

On November 17th, Langjiu released three commemorative wines of the Year of the Rabbit, each bottle with an independent collection certificate and number, and the total amount of circulation is the same as that of the Year of the
Tiger.

On December 1st, Gujing Gongjiu 2023 Lunar Rabbit Year Zodiac Edition Vintage Gu 20 was first launched online, limited to 22,999 bottles
.

In addition, it is reported that the Chinese zodiac Moutai wine will be launched on the i Moutai App
at a price of 2499 yuan on January 2, 2023.

"The concept of the zodiac gives baijiu a deeper cultural connotation and enhances the premium ability of related products, although there are no other liquor categories with hundreds of billions or hundreds of billions of volumes, but the scarcity and high premium of zodiac wine have always been the focus of the
liquor industry.
" Industry insiders believe that for consumers, zodiac wine can not only meet their appreciation needs, but also have higher investment collection value; For wine companies, the launch of zodiac wine can effectively enhance brand tonality, customer stickiness, increase revenue, and may become a new growth point
.

Aesthetic function is indispensable

Data show that the market size of zodiac wine in the liquor industry is as high as 20 billion yuan, and it is expanding
rapidly at a rate of more than 30% per year.
"The scale of the zodiac wine market continues to expand, the number of incoming enterprises is increasing, and the competition will be further intensified
.
" Industry insiders frankly said that the profits of zodiac wine are considerable, especially the scale and production capacity of regional brands and new famous wine enterprises have the largest benefits, but in the face of famous wine companies, the difficulty coefficient of competition will be further increased, coupled with this year's slowdown in liquor consumption, insufficient consumption momentum and other factors, whether it can win the market, for most wine companies is still unknown
.

"If you want to break through and win in the "inner roll" serious zodiac wine track, wine companies must work the comprehensive competitiveness of products, and create products to 'follow the heart'
.
" Industry insiders said that although there are many cultural elements attached to the zodiac wine, what can really attract market attention is brand value, cultural expression, etc.
, which is also the foundation
of the long-term investment value of zodiac wine.
"When consumers choose products, they will consider whether the product has value-added premium space, the potential of aging and fragrant, and whether it has a certain collectible value in product design
.
"

Chinese food industry analyst Zhu Danpeng also said that the scale of zodiac wine in the alcohol market is not large, and the main thing to be able to get out of the circle is the prospect
of quality and development.
In the future, if wine companies want to deepen their cultivation in this field, they must still enhance brand tonality, increase financial attributes, improve product profits and enhance customer stickiness
.

"Zodiac wine is not equal to zodiac bottles, can not simply change the appearance of packaging, good zodiac wine products, aesthetics, function, connotation, three aspects are indispensable
.
" Industry insiders explained that many wine companies are still obsessed with the competition on special-shaped bottles and exaggerated gift box packaging, which makes the meaning and value of zodiac wine diluted and easy to cause aesthetic fatigue
for consumers.
The key to the success of a zodiac wine lies in how to resonate emotionally with consumers through the zodiac culture, and its essence should be the synergy
between the value expression of liquor quality and brand culture.
How to make fine wine and culture fully collide, generate sparks, awaken people's spiritual needs, realize the organic integration of art and liquor, and amplify and strengthen brand culture is a problem
that wine companies need to think about.

"It is not easy to stand out among the many zodiac wines, and now, with the maturity of the market and the refinement of consumer demand, the return of culture and brand value is the mainstream
.
" Industry insiders proposed that on the one hand, cultural and creative design should strive for cultural identity, wine companies should fully integrate zodiac culture and brand culture, create the value core of consumer recognition, and do a good job in inheriting and carrying forward excellent traditional culture, showing cultural self-confidence, and highlighting Chinese characteristics; On the other hand, brand endorsement is the basic principle, and it is necessary to continuously enhance the comprehensive competitiveness of the brand and have a strong brand endorsement in order to have the right
to be "seen" by consumers first.
In addition, efforts must be made on product marketing
.
The promotion of zodiac wine is a systematic project, and enterprises need to comprehensively consider the positioning of the product, the mission undertaken, and the promotion methods adopted when formulating the promotion strategy
.

"The zodiac culture is thick and colorful, which can be added and multiplied with the raw materials of winemaking, brewing technology, wine body design and production area
.
" Song Shuyu, chairman of the China Liquor Association, said that zodiac wine should present more wonderful creativity, more special quality expression, and richer product connotation
.

(Gu Yufei, comprehensive sorting)

China Food News(Version 04, December 19, 2022)

(Responsible editor: Gu Yufei)