On January 10 and 12, two brand renewal and upgrading conferences of xiaomuduxian were held in Hangzhou. At the meeting, xiaomuduxian wine group newly released three series of xiaomuduxian brand - xiaomuduxian · classic series, xiaomuduxian · sauce wine series, xiaomuduxian · Rui series, as well as the heart, environment and collection of xinleiran brand "xinleiran · state of Mind Series", and the "national porcelain series".
Xiaohutuxian brand has declared the brand of high quality Baijiu and has built a high quality liquor product. Xiaohutuxian Baijiu group is the best product to enhance the tension of the small liquor industry group. It will push the group to realize high-end products, high-end brands and brand China.
With wine as the medium, inherit China's excellent traditional culture and bring spiritual prosperity to consumers with profound and rich cultural connotation. Xiaomuduxian Liquor Group will work with the people to achieve high-quality life
comprehensively rejuvenate
practice Oriental wisdom
On January 12, at the conference of "learning from the East and moving towards the new" xiaomuduxian brand renewal and upgrading strategy, three series of xiaomuduxian brand - xiaomuduxian classic series, xiaomuduxian sauce wine series and xiaomuduxian Rui series were officially unveiled, which were comprehensively upgraded from three aspects: brand connotation, brand image and product matrix.
After sublimation and deduction, the root culture of xiaomuduxian brand "xiaomuduxian Shanghai Dzh Limited(601519) " has formed the brand cultural connotation with "Oriental wisdom" and "Oriental thought" as the core. Each product is the carrier of culture. The newly released little confused fairy classic series and sauce wine series are the practitioners of Oriental wisdom; Xiaomuduxian Rui series is the disseminator of Oriental thought.
At the same time, xiaomuduxian deeply studied the sauce wine market from four aspects: brand positioning, price segment, crowd and wine body characteristics, launched three new products of sauce 6, sauce 9 and sauce 12, took "National Sauce wine" as the brand positioning of the series, laid out the secondary high-end sauce wine market and realized the advanced brand value
At the press conference, Liang Guojie, director and vice president of xiaomuduxian liquor group, delivered a speech, describing the ingenuity, persistence and renewal of xiaomuduxian liquor group, and looking forward to a new journey in the future. Liang Guojie said that in order to meet the needs of consumption upgrading and bring high-quality life to the people, in the new 2022, xiaomuduxian liquor industry will move towards a new direction, promote the process of "high-end products", "high-end brands" and "national brands" with "new thinking", "new products", "new image" and "new kinetic energy", and help the innovation and development of the industry, Bring greater business opportunities to partners and achieve a better high-quality life with hundreds of millions of people.
It is worth mentioning that the packaging design of xiaomuduxian · classic series (classic Puxian, collection and zhenzang) was personally created by Zhang Chaoyang, founder of Chengdu beilingjun design firm, whose works have won the German Red Dot Design Award for many times. Zhang Chaoyang said that the classic series has been packaged and refreshed by strengthening cognition, optimizing elements and upgrading experience. On the basis of retaining the brand mark, it further expresses the brand personality and shows "the change from life to a better life", which is a sublimation interpretation from "little confused Shanghai Dzh Limited(601519) " to "Oriental wisdom"
Besides, xiaohutuxian wine series is designed by the lush strategic design team focusing on the development and design of Chinese Baijiu products. Lin Maosheng, founder and creative director of maux strategic design, said that the design of Baijiu is the biggest design of liquor, and the super totem is a super brand asset. The design team, based on the strategic positioning of the product, re engraved the classic maiden bottle, with the Chishui Valley and the "thousand li River map" as the inspiration source, conveying the traditional artistic atmosphere of the products and displaying the Oriental wisdom culture. p align="center">
leisurely symbiosis
redefine high-end sauce wine
On January 10, xinyouran brand of xiaomuduxian also released the strategic product of high-end sauce wine of xiaomuduxian wine industry (Group) in the future - "xinyouran · mood series" for heart, environment and collection, and "national porcelain series" for Tibetan Yu, humble and simple. Xinleiran also vividly demonstrates the integration of Oriental taste and the trend of the times with a new brand image, culture and concept
At the meeting, xinyouran announced a new logo: it is composed of abstract Taiji, heaven and earth, landscape and the brand name of "xinyouran", supplemented by the natural Chinese traditional color system, which originates from Taiji and takes shape in landscape, creates leisurely image with oriental aesthetics and unique character with oriental thought.
The brand concept of "leisurely symbiosis" is "mutual benefit, cooperation and win-win", which is the integration of the traditional philosophy of "unity of heaven and man" and the development concept of "value co creation and symbiosis". Through the five innovations of "quality, taste, appearance, character and quality", the new strategic products of mood series will redefine the high-end sauce wine and deduce the Oriental taste and oriental aesthetics with a strong sense of the times
Under the gathering of famous wines and Matthew effect, high-end has become an inevitable trend for liquor brands to improve their brand image and establish a moat. The newly released mood series carries the leisurely high-end mission.
The mood series is produced in the Chishui world Valley sauce wine core producing area. It integrates Baijiu culture, Oriental traditional culture and oriental aesthetics. It has three obvious advantages: master design, master manufacture and master brewing. Adhering to the "12987" ancient brewing technique, the wine is mixed with aged wine by national first-class brewing masters, so as to achieve the ultimate combination of aged wine, soft original wine and seasoning wine. Among them, Jianxin takes ten-year Qiongjiang as the base wine, and Jianjing takes eight-year Qiongjiang as the base wine. The wine is more soft, fine, mellow, sweet and smooth, which is the product of three softness and three smoothness
Mr. Huang Lei, chairman of Beijing Weijiu century culture media Co., Ltd., said: "the high-end is first based on the high-quality production capacity of long-term ism. The current technical gene of good wine is aging and optimization." The essential demand of the consumer side is good wine, and the "sauce and wine fever" may continue. With the systematic advantages of timing, geography, harmony, capital and strategy, the mood series has a great imagination space.
I believe that in the future, Huanxin leisurely will bring more excellent consumption experience and deeper value resonance to consumers. With the theme closer to the pulse of the times, more touching thoughts, and more levels of content communication, it will continue to expand the brand culture and bring more surprises to the market
develop thick sauce simultaneously
step into a new journey of 10 billion
Xiaohutuxian Baijiu group's product system is more perfect with the brand's whole strategy upgrading. The brand positioning of each series is further defined, and a more recognizable Cultural Liquor image is established.
So far, xiaomuduxian Liquor Group's new core brand strategy matrix - "two thicknesses and two sauces" has been constructed.
China's xiaohutuxian brand, which is rooted in the foundation of Chinese traditional culture, continues to focus on the development of traditional culture. In the industry, it has established a unique Baijiu culture that keeps pace with the times. It has upgraded to create a new brand connotation of "Oriental wisdom". Through the two wheel drive of "Luzhou flavor and Maotai flavor", it has solidify the brand concept of "achieving high quality life with the people". Firmly hold the national brand position. On the other hand, through the cutting-edge Luzhou flavor xiaomuduxian Rui brand, it has captured the high-end Luzhou flavor market, refined marketing, reached the high-end consumer group, and continuously promoted the construction and upgrading of the overall brand image
The multiple advancement from product image to brand connotation, quality and taste reflects that xiaomuduxian liquor group always adheres to its original intention, is a inheritor of China's excellent traditional culture, stimulates the vitality of traditional culture with continuous innovation, brings high-quality products to the people, makes the people deeply feel the truth of brand culture and achieve high-quality life with the people.
The xiaohutuxian Chinese Baijiu Baijiu group's brand strategy is upgrading and will add a touch of Oriental culture to Chinese liquor, inject new impetus to the development of the industry, set up a benchmark for cultural liquor value, promote the upgrading of the overall image and brand quality of the industry, and promote the high quality development of Chinese baijiu.
The xiaohutuxian China Baijiu group will use the product matrix as a tool to enhance the product tension of the group and push the group to achieve high-end products, high-end brands and brand nationalization. Take wine as the medium, inherit China's excellent traditional culture, bring spiritual prosperity to consumers with profound and rich cultural connotation, and achieve high-quality life with the people.
