Jiangyang constellation

After the cross-border perfume, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and his fellow uncles increased the sales of constellation wine.

LU ZHOU LAO JIAO CO.,LTD Co., Ltd., the leading liquor maker, cooperates with fellow uncle and big IP in constellation field. What kind of sparks will the two sides spark?

LU ZHOU LAO JIAO CO.,LTD announced on the evening of February 28th that its subsidiary LU ZHOU LAO JIAO CO.,LTD Baidiao Liquor (hereinafter referred to as LU ZHOU LAO JIAO CO.,LTD Baidiao Liquor) and Shenzhen Tongdao Uncle Culture Communication Co., Ltd. (hereinafter referred to as Tongdao Uncle) jointly invested to establish Luzhou Baidiao Tongdao Uncle Constellation Wine Sales Co., Ltd.

LU ZHOU LAO JIAO CO.,LTD Co., Ltd. said that this move is intended to promote the development of younger and more fashionable product lines.

Following the cross-border perfume, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. took aim at the Internet constellation Big IP fellow uncle.

On September 8th this year, LU ZHOU LAO JIAO CO.,LTD Baidiao Co., Ltd. cooperated with your uncles to hold a new product launch conference in Taikooli, Chengdu. The cooperation agreement between the two departments officially launched Constellation Wine.

This time, the two parties jointly established Constellation Liquor Sales Company again, mainly targeting at young consumers. It is understood that the newly established company has a registered capital of 5 million yuan, and LU ZHOU LAO JIAO CO.,LTD Co., Ltd. contributes 3.5 million yuan in cash, accounting for 70% of the total share capital, and is the controlling shareholder. Fellow uncles contributed RMB 6,543,800+0.5 million, accounting for 30% of the shares.

In the view of LU ZHOU LAO JIAO CO.,LTD Co., Ltd., this move is to promote the younger and more fashionable product line of the company. This time, the partner is a fellow uncle, good at spitting, and his style is simple and rude. The total number of fans on all platforms has exceeded 35 million.

LU ZHOU LAO JIAO CO.,LTD Co., Ltd. has been focusing on exploring the market with innovative marketing thinking of Internet and big data. At the beginning of 20 17, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. launched Peach Blossom Drunk in combination with the popular TV series to the sky kingdom; At the beginning of 20 18, the "stubborn taste" customized perfume was launched, which was once fried by scalpers to 999 yuan a bottle, becoming a veritable explosion.

Wan said that the cross-border marketing between the two sides aims to win more young consumer groups. In his view, it is a new attempt for LU ZHOU LAO JIAO CO.,LTD Co., Ltd. to cooperate with fellow uncles. "It is gratifying to dare to try. Subsequent development also depends on the product itself, marketing and market system, and whether the product solves the pain points of consumers and how to tap potential emerging consumer groups. "

With the change of consumption scene, the penetration of wine and beer makes the consumption of young consumers more diversified, and liquor is no longer their first choice. The spicy taste of liquor and the strong discomfort after drinking are also difficult to please young people. In this context, liquor, which has always given people a traditional conservative impression, has been trying to adapt to the tastes of young people in packaging, price, taste and marketing in recent years in order to compete for the future market of this consumer group.

"People under the age of 35 generally recognize youth and fashionable liquor, but with the changes of personal social roles and experiences, traditional liquor will be more popular. As we all know, the annual liqueur will be lively again, and 80% of the protagonists of the real liqueur will still be white wine. " Zhao said to him.

According to public data, with the increase of age, the frequency of male drinking is increasing. Among men aged 45-60, the proportion of consumers who drink liquor every day is 34%, which is 1 1 percentage point and 24 percentage points higher than that of consumers aged 30-45 and under 30 respectively.

Zhao said that the primary factor that determines the product trend is the demographic structure. The consumption habits of mainstream liquor consumers after 90 s and 00 s are quite different, so youthful and fashionable liquor came into being, which is a characteristic variety and demand-driven product determined by the characteristic population structure.

Wan believes that the rejuvenation of liquor should emphasize the rejuvenation of liquor consumption, and the rejuvenation of liquor form, including product packaging, product form and taste, should adapt to the habits of young consumers. "In the process of liquor marketing, it is very important to let the healthy consumption habits and drinking concepts of liquor penetrate into the consumer groups and promote the healthy development of liquor with rational industry concepts."

National business daily