Facing the current trend of younger liquor consumption, what measures has tanggou liquor industry taken?

Nielsen report shows that in 20 17 years, the sales growth rate of high-end liquor was 37.3%, and the post-80s and post-70s became the main consumers of liquor. Among the liquor consumption exceeding one trillion yuan, the post-80s accounted for 42. 1%, the post-70s accounted for 29.4% and the post-90s accounted for 23%. After several years of deep adjustment, the liquor industry gradually picked up and ushered in a new recovery cycle. In the context of consumption upgrading, in addition to "high-end", "younger" is also becoming a new trend facing the liquor industry.

Simply put, the person born in 1980 is 38 years old this year, and the person born in 1989 is 29 years old. In other words, the post-80s generation is 29-38 years old, the post-90s generation is 19-28 years old, and the post-70s generation is already 39-48 years old. /kloc-Ben San in 0/990, Ben Si in 0/980 and Ben Wu in 0/970. From this point of view, the younger generation, who was born in the 1980s, has both spending power and rising career. Therefore, with the increase of their social activities and business activities, they are becoming the main consumers of liquor. How to deal with the wave of "rejuvenation" of liquor? Tanggou wine industry is constantly innovating.

Many wine companies try to "revitalize" the market.

Liquor, which has always given people a traditional conservative impression, has also adapted to the tastes of young people in packaging, price, taste and marketing in recent years, striving for the future market of young people. Maotai, Wuliangye, LU ZHOU LAO JIAO CO.,LTD and other established liquor brands have voiced their voices and devoted themselves to liquor alcoholization technology to make low-alcohol liquor. At the same time, traditional liquor brands began to be frequently implanted in film and television dramas and variety shows.

For example, Maotai, a national wine, launched a new product of rejuvenation strategy, focusing on young urban women, and at the same time implanted Ode to Joy 2, which successfully entered the young women's consumer market. When he was on Tanabata, Maotai also played the trick of "drunken love on Tanabata", which effectively provoked the nerves of young couples and singles.

LU ZHOU LAO JIAO CO.,LTD, the originator of Luzhou-flavor, also decided to go upstream and take the initiative to embrace the development wave of "rejuvenation". LU ZHOU LAO JIAO CO.,LTD founded a new young brand-Baidiao, and under the banner of "born for liquor innovation" and "China innovative liquor IP symbol", tried to enter the young consumer market.

Not only that, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. also implanted a new peach blossom drunk in the TV series to the sky kingdom, which became popular all over the country. Peach blossom drunkenness appeared 43 times in the play, which was perfectly integrated with the protagonist's character and plot. It is not only a beautifully packaged wine, but also a wine brewed by folding face, and it is also the favorite of Bai Qian and Bai Zhen. Such products quickly gained the love of young people after the TV series was exposed.

Other liquor companies are not far behind. Jiannanchun's "Chunxiang 2 1", Wuliangye's Constellation Liquor and Hongxing Erguotou's "Subian Liquor" were put on the market one after another, and they began to take a younger and more fashionable route. According to China Times, Wuliangye participated in the launch of "Sichuan New Generation Liquor Strategy" as early as two years ago, implemented the supply-side reform strategy of liquor industry, vigorously explored new channels and markets, and continuously developed a new generation of liquor. Plum wine, pomegranate wine, Myrica rubra wine, and night ice explosion all received good market response.

Speaking of "rejuvenation", Jiang, who has been adhering to the brand strategy of rejuvenation from the beginning, is undoubtedly one of the reasons why it is so handy in the current consumer market. Before that, who would have thought that as a liquor company, it could also set up music scenes in cities all over the country, create its own IP, launch cartoons with the same name, connect with the international community, and play street dance graffiti competitions.