What is the advertising creativity of Jiang Constellation _ Jiang Constellation?

Su, Jiang and Gu social wine: defining a new generation of new drinking methods

Wine is not a simple, functional and quick-selling product, nor is it a 3c product that iterates synchronously with high-speed technology. All wine products contain profound emotional elements and social functions. Therefore, we should not only meet their physiological needs through products, but also meet their psychological needs through cultural ability, especially product creativity, and show their social personality.

Sue Meng Xiao-Chanel in wine

Regarding the positioning of products and brands, Su used a unique perfume bottle design to create high-value wine and position the wine of youth dreams. Why are you drinking? As we all know, it is a social tool and an emotional connector. Especially high-end liquor, in addition to social functions, there are brand added values, but they are much more flexible in young expression and interactive marketing. Many people are saying that young people don't drink white wine. In fact, traditional brands have abandoned young people. The new brand Su Like Meng Xiao has given new consumers a chance to try white wine, and a new generation of consumers are willing to drink new wine.

Grasping high viscosity minority groups with KOL

It takes time for emerging brands to be accepted by users, and the test is not only the quality of products, but also the marketing ability of businesses: how to accurately and quickly seize users and firmly stick to them?

One: high value: packaging high-end atmosphere, mainly for young consumers;

Second, channel innovation: not the traditional agency model, directly facing consumers. For example, several popular Internet sales methods, such as B2C, fan community, social e-commerce, operate Internet liquor;

3. Digitalization of marketing: In marketing, it is mainly the social media on the Internet, such as Weibo, WeChat, Tik Tok, Internet celebrities and other Internet platforms related to young people.

The essence of a good social currency product is actually a medal. For example, Su's products are social currency, and the design is very eye-catching and the overall design sense is very high-end. Inviting friends to drink at the wine table itself represents an identity and a kind of talk. You share a special face in a circle of friends. Therefore, a good social currency product should have a value recognition similar to the medal itself, and you are willing to share it.

What is social currency? On the one hand, it is the authentication of social value system. For example, if you drink Moutai, it proves that you are a certain class. If you drink Sue, you prove that you are a upstart group on the Internet. If you drink a small pot of tea, you are an ingenious consumer. Something that can make you talk or shine on your face and leave a good impression on others. Just like money, you can take it out and use it in social activities, and you can gain the favor of others.

Young liquor brands are sought after, and social products and marketing are the trend.

Alcoholic beverages are a large category with a long history and huge market scale. After years of development, many giants and mature companies have emerged in this field. Today, I mainly look at some cases of new brand innovation of liquor at home and abroad. Among the liquor companies that were paid attention to by capital in the early days, we found the following two trends by analyzing the startups that received more financing in the past year:

① There are more and more young wine brands, and their products cover many categories such as red wine, white wine, spirits and beer. ② Liquor brands featuring design, classic, retro and local characteristics are sought after by capital.

What do young people drink? -white wine, red wine, beer and spirits. More and more traditional wines have appeared brands aimed at young people. We are concerned that, in addition to cocktails, fruit wine and other brands with relatively young tastes and scenes, entrepreneurial brands of traditional wines such as red wine, beer, liquor and spirits have also begun to expand their markets with younger and more personalized tonality. These brands usually pay attention to the presentation of young people's personalized needs in terms of taste, packaging and channels, and have already made deep use of social media in marketing.

New liquor brands such as Su, Jiang, and Gu have rushed to the liquor market.

Under such circumstances, Jiang, the initiator of subverting the stereotype of liquor, appeared. No matter the emphasis on the spirit of "freedom is an attitude" and "simplicity and purity" in brand positioning, the taste is "light taste" and "refined raw materials", and the packaging design is different from traditional liquor, using "damp" and "cool" elements. And the spread of emotional consumption scenes such as "reunion after a long separation", "homesickness", "reunion", "friendship days" and "ego" in marketing, as well as the deep understanding of Internet marketing channels and means such as dual micro-operation and ip shaping, all show the intention of targeting young people. This wine has no historical heritage.

From April 2065438 to April 2008, Gu, a young liquor brand, received 30 million yuan of angel round financing from Zhenge et al., which is an early case with a large amount of financing in domestic and even global markets in recent years. Ancient Xiao Jiu attached great importance to the construction of self-operated channels (such as rice products). ) and create a vertical new retail platform for alcohol and peripheral products. The price of slightly tipsy liquor is 5 bottles * 100 ml in 99 yuan, which is very suitable for young people's purchasing power and price expectation.

In foreign markets, beer, red wine and other categories are relatively prominent. In the American market, Budweiser InBev (beer) and Diageo (spirits &; Beer) and Constellation (Wine) are listed companies with outstanding market value and revenue in these sub-categories.

Electric sky, Drake's organic spirit, JAJA spirit?

Young foreign wine brands

Electrical Sky, which received $2 million in financing, is a typical young alcohol consumer product. The product has made a subversive breakthrough in the category of red wine from the packaging design and taste, positioning "sharing red wine" and "matching with music", focusing on the social scenes of young people. The bottled red wine is packaged in small cans that can be shared, and the design is very trendy and cool; Find the breakthrough point of the music festival in marketing, and do in-depth promotion in the scene where young people who love the trend gather.

Drake's Organic Spirits raised more than $3 million last year. Its main product lines, such as vodka and Blum, are undergoing a series of rejuvenation attempts, including emphasizing the food concept labels that young people are concerned about at present, such as organic certification, gluten-free, non-genetically modified, vegetarian, and launching some cocktails and even popsicle recipes that young people like.

Behind these brands, we can see that in addition to the historical accumulation emphasized by traditional classic wines, there is also a fashionable "retro" trend. Whether it is the emphasis on the origin, technology and raw materials, or even the craftsmen and stories behind them, it is the embodiment of anti-industrial sentiment and personalized appeal. In the category of wine, paying attention to the craftsman spirit behind it and shaping the artistic conception have become a way for entrepreneurial brands to seek breakthroughs. JAJA Spirits is a liquor brand, which received $2 million seed round financing before its product launch, mainly promoting tequila with Mexican characteristics. At present, it is shaping a mellow Mexican style experience on social media such as Instagram.

Casamigos, a high-end tequila brand founded by Hollywood movie star George Clooney. Other tequila brands owned by Diageo include Don Julio, Drian and Paley Grosso. In 20 12, Diageo began to distribute the famous tequila brand Jose Cuervo in overseas markets outside Mexico.

East London wine is a British winery brand with a history of 100 years, and its vodka, gin, whisky and so on. All have a certain reputation in the local area. Its brand core emphasizes "the return of industry tradition" and "let an industry return to its roots", which is a retro craftsman spirit.

On the whole, alcohol has a long history, stable consumption habits, high unit price and outstanding market scale. Today's capital tells us that in this big market, companies with opportunities should combine new market segments, new regional consumption habits and preferences to make breakthroughs, shape distinctive products from the perspectives of taste, packaging and experience scenes, and make full use of new channels and social marketing strategies to open the market.