“Treasure, are you ready? Follow Xiaomao Benmao!”
Recently, microblog user Xiaomao I Maotai wrote this on his own platform, accompanied by simple and lovely cartoon characters of I Maotai.
It is reported that Kweichow Moutai Co.Ltd(600519) launched the official digital marketing platform I Moutai APP shortly ago, and launched the official micro-blog and WeChat official account named Xiao Mao I Moutai. It is in line with consumers in an online manner through innovative service and marketing methods.
Not only Baijiu, such as Kweichow Moutai Co.Ltd(600519) , Wuliangye Yibin Co.Ltd(000858) , Fen Liquor, but also in recent years, they have constantly innovating marketing ideas, enriching consumption scenarios, increasing technological input and running out of “acceleration” in structural reform.
launch marketing channel reform and inject new momentum into the market
Around the reform of marketing channels, expanding the proportion of direct selling and promoting digital marketing, many Baijiu enterprises are becoming the focus of their work.
Wuliangye Yibin Co.Ltd(000858) group is systematically planning the eight generation Wuliangye Yibin Co.Ltd(000858) Wuliangye Yibin Co.Ltd(000858) delivery channels and structures through reform, reducing and optimizing the delivery volume of traditional channels, increasing the delivery volume of new retail and e-commerce systems, expanding the direct sales channels of enterprises, and further improving the channel profits of high-quality merchants around cultural and creative products. At the same time, we consolidated the channel foundation in the series of wines, created a model market, and promoted the sales revenue to continue to maintain a double-digit growth.
Fenjiu publicly stated at the employee congress held not long ago that in 2021, the market operation efficiency of the company will continue to improve, the team of high-quality dealers will continue to grow, the structure and classification of partners will be optimized, and the terminal management ability will be greatly improved; The sales volume of flagship stores of e-commerce platform has increased steadily, realizing the effective integration of e-commerce channels and physical channels.
Maotai has also made continuous breakthroughs in the conceptual layout and path of digital marketing, reaching more consumers directly through e-commerce of digital marketing. At the 12th Party committee (enlarged) meeting of Maotai Group in 2022 held recently, Ding Xiongjun, Secretary of the Party committee and chairman of Maotai Group, said that we should fight a tough battle for the market system, deeply promote the “five in one” marketing method and promote the reform of the marketing system.
It is reported that the “five in one marketing method” is the reform path proposed by Ding Xiongjun at the 2022 market work meeting of Maotai Group in February 2022. Among them, it is clearly proposed to implement the active marketing method, accurately locate customers, and realize the accuracy, standardization and efficiency of active marketing; We should implement the digital marketing law, speed up the completion of the new retail short board, build and improve the digital marketing platform, and inject new momentum into Maotai marketing.
Observers believe that the liquor industry marketing system reform to further break through, focus on regulating the original channels, explore new retail channels, optimize the brand price system, is conducive to Baijiu Baijiu products. Meanwhile, through reform, the relationship between manufacturers and consumers based on consumption demand and market supply gradually forms, and fully stimulates and releases the vitality of Baijiu market consumption.
breaking circle consumption scene reform and rich value experience
Consumption scenario is the key to guide consumers to buy. How to make the younger generation of consumers feel the Baijiu culture more clearly through innovative scenes becomes the direction of reform that many Baijiu enterprises are exploring.
In the process of promoting the “five in one marketing method”, Maotai has made it clear that it should be consistent with culture, implement the cultural marketing method, fully integrate the advantageous cultural resources of Maotai, adhere to cultural energy gathering around the “extreme of wine culture”, and transform the cultural potential energy of Maotai into development efficiency by refining cultural products, building cultural platforms, creating cultural scenes and enriching cultural activities.
Just as the tasting of “Maotai Maotai flavor · 10000 families sharing” has deepened consumers’ “Maotai impression” of Maotai Maotai Maotai flavor series liquor, differentiation and breaking the circle is also becoming an important way for Maotai to innovate consumption scenes. It is reported that in recent years, Maotai museums and Maotai experience halls have been established all over the country to enable more young consumers to understand and recognize Maotai culture and Maotai brewing technology with diversified culture and creative design; At the same time, the offline museums and experience halls have effectively filled and supported the continuous exploration of “cultural Maotai”. At the same time, in order to better inherit the wine culture, Maotai has narrowed the distance with young consumer groups through innovative communication of digital media, enhanced the interaction and viscosity with TA people, further promoted the implementation of the “cultural Maotai” strategy, and promoted the transformation of business ecology from “product value creation” to “cultural value output”.
How Baijiu is combined with young consumer groups has always been a concern for Fenjiu. Innovating the consumption scenario of Baijiu liquor becomes their solution. In recent years, Fenjiu has continuously increased its technological transformation in terms of brewing process. Through clean “solid-state ground tank separation fermentation” fermentation, through the manual brewing technology of national intangible cultural heritage, and through 2182 strict internal control checks, the refined pure liquor body has made Fenjiu have the closest clean and refreshing taste to international distilled liquor, making Fenjiu more suitable for making cocktails and continuously improving the consumer experience.
Wuliangye Yibin Co.Ltd(000858) pay attention to attracting consumers, cultivate and enhance new vitality, take products as the carrier, and carry out different scene, emotional, interactive cultivation and personalized services for different consumer groups. The series of wines are mainly linked by activities to promote consumers’ innovation, retention and transformation through online drainage, offline code scanning and red envelope reward. For example, Wuliangye Yibin Co.Ltd(000858) new retail company launched a fruity wine – “my tune” for young people, broke the impression of inherent consumption scenes, and let everyone involved feel the rich enjoyment scenes and ways of “my tune” in an all-round way through immersive experience.
consolidate scientific and technological innovation and reform and improve industrial efficiency
From Huang Di invented “soup liquor mash” to “nine brewing method”, from liquid fermentation to solid state fermentation, technology has promoted the technological progress of Baijiu industry since ancient times. The only way which must be passed in Baijiu Baijiu is to improve the ability of scientific and technological innovation and bring about high quality efficiency with the continuous emergence of new consumption groups and the change rapidly in liquor consumption demand, marketing and channel circulation.
At the scientific and technological innovation and talent work conference of Maotai Group on March 22, Ding Xiongjun said that Maotai liquor research is both material science and life science. Therefore, the transformation and innovation of Maotai liquor production technology should always run through green sustainable technology and intelligent digital technology. It is reported that from 2022 to 2030, Moutai will focus on 23 research directions, including 7 fields, including brewing materials, brewing environment, brewing microorganism, process control, Baijiu flavor and quality, food health and safety, and standard management, and launch 200 technological innovation projects, including the selection of raw materials and quality assurance, the Moutai regional environmental carrying capacity, and the research of microbial species, functions and collaboration. By the end of the 14th five year plan, we will strive to create 2-4 national innovation platforms such as the “Key Laboratory for advanced manufacturing of traditional fermented food” and build Maotai into a highland of scientific and technological innovation and a source of original technology in the industry. To promote the construction of key laboratories with high level and high quality and provide scientific and technological support for high-quality development is the direction for Fenjiu to consolidate its scientific and technological innovation strength.
It is reported that the national technology center of Fenjiu has undertaken 6 national scientific and technological support programs, Spark Program, key R & D plan, 863 plan, and national technological innovation capability building, 6 projects undertaking provincial science and technology tackling and 16 technological innovation projects, and made breakthroughs in Baijiu flavor, ecological brewing, new product development, mechanized brewing, process improvement and so on, and has won over 30 provincial and ministerial level technological innovation awards. Two national technology awards, with a total of more than 170 patents.
“Chinese Baijiu is the carrier of Chinese traditional culture and technology inheritance, and further enhancing Baijiu quality, improving production efficiency, and promoting consumption internationalization and youth need to rely on science and technology strength on the basis of inheritance.” Song Shuyu, director of the China Liquor Association, has said that the key points for scientific research of Baijiu industry must be adhered to: first, technological innovation must be guided by quality improvement; quality is the foundation of brand; Two, scientific and technological innovation should be based on the essence of traditional skills. Tradition does not stick to the rules, but is not a rule. Instead, tradition needs technological innovation.
