Xiaolang Liquor in the Central Plains： How did the manufacturer detonate the local small wine consumption with combination boxing in six years？
In the last month, Langjiu took Luzhou as the first stop, and launched a nationwide tour of key markets, approaching consumers and boosting the confidence of dealers in the form of "winning locomotives, drawing gold bars and visiting manors".
At present, its footprint started in Luzhou, Sichuan, and has passed through Zhengzhou, Henan, and Nanjing, Jiangsu …… With several major activities being promoted throughout the country, 40 locomotives, hundreds of gold bars, and several manor tour prizes have been sent out one after another, and a single spark has finally become a prairie fire.
We are curious, how do the dealers really feel in the joy of the event under such a grand occasion? What are the specific characteristics of their relationship with Langjiu?
To this end, the Chinese businessman interviewed Mr. Wang of Xiaolangjiu Zhengzhou Yuanzhibo-since 2016riseSince August, the company has introduced Xiaolang Liquor as a pioneer in expanding the local small wine market in Henan …
【1】
Drinking in the Central Plains has a long history, and it is also very different from the South in terms of habits and atmosphere.
On the flavor type, the main preference is Luzhou-flavor liquor, andwithYangshao, Song He, Baofeng, Du Kang, Zhanggong and Shedian are also called the six golden flowers of Yujiu. At the same time, people in the Central Plains have a good capacity for drinking and enjoy themselves, so small bottles of liquor are not suitable in the traditional party drinking mode.
This is why, in Henan market of Nuoda, only Jinjiu was slightly famous at that time.
"At least in Henan, the habit of drinking is that as long as there are more than three people, they will not drink small bottles of white wine." Mr. Wang recalled.
The situation changed around 2016. At that time, the concept of healthy living was widely circulated, and people began to pay attention to the nutrition of diet structure. In drinking habits, they also began to emphasize "drinking less".
In the same year, when Mr. Wang went to Hunan, Sichuan and other places for business trips, he found that "in the streets and lanes, many people like to drink some wine at meals, among which Xiaolang wine is the most, and the drinking atmosphere is good."
After tasting it himself, he found that the taste of this wine is really good, which also conforms to the taste preference of Henan people. In order to test this intuition, he also approved some Xiaolang wine for workers, relatives and friends to taste, which was finally recognized by everyone. Under the judgment that low-dose liquor conforms to the drinking trend, Yuan Zhibo decided to become the distributor of Xiaolang liquor.
Even though Yuanzhibo has gained recognition in his own "circle", it is not easy to make Xiaolang Liquor famous and gain a firm foothold in the broader Central Plains market.
Based on the distribution network accumulated in the past, Yuanzhibo has successively promoted the marketing of Xiaolang wine in Zhengzhou market and improved the "entering rate" of the brand, which is only the first step.
"All our merchants can do is send the wine to the store as soon as possible. After arriving in the store, how to make consumers recognize this wine more is not something that a merchant can decide. "
In other words, it is the key to impress Henan consumers and realize the integration of Xiaolang wine and local life.In this process, Langjiu played an important role.
On the one hand, Xiaolang Liquor has set off a brand upsurge nationwide.Not only joined hands with a number of national variety shows, but also increasedWith the brand exposure in airports, high-speed rail and other places all over the country, the overall influence has continuously reached a new level.
On the other hand, in order to cooperate with the distributors in Henan, Xiaolang Liquor has also made a sound volume in Zhengzhou and other places, cultivated the local market through radio and television, and spared no effort to increase activities such as wine donation.
"In 2018, Zhengzhou will hold a Wanshang Conference, and the manufacturers gave more than 40,000 bottles of wine at that time. In addition, for a long time, both taxis and private car drivers can hear the brand dynamics of Xiaolangjiu on the radio. "
The channel promotion of dealers, coupled with the brand communication of Langjiu, has a remarkable effect of joint play.2016 has become a watershed. Before that, the Henan market was dominated by regional wine companies. After that, "I told the Henan store about Xiaolang wine, not to mention 100%, and 90% of the bosses knew it."
【2】
"If there is no accident, the situation of Xiaolangjiu in Henan market is much better than it is now." The accidents referred to by Mr. Wang are not only epidemics, but also floods.
"After the flood came on July 20th last year, our warehouse was flooded with three or four thousand boxes of wine. The goods that are placed at the bottom and flooded the most need to be turned out and put outside the warehouse. At that time, a large piece was placed and lost a lot. " Since then, there have been many outbreaks in Henan, and each round of closure basically lasts for half a month to one month.
In this regard, Langjiu manufacturers also responded at the first time to help dealers solve their difficulties. "The first time after the disaster, we received a phone call from the manufacturers and promised to replace all the goods. What we have to do is to clean up the scene." However, compared with these direct difficulties, we were most worried about the impact of consumer mentality at that time.
However, the data show that in recent years, the urban light bottle products of Langjiu, mainly Shunpinlang and Xiaolangdi, have maintained a rapid growth momentum in Henan.
Especially in 2019, Xiaolang Liquor Division launched Shunpinlang, which formed a "big and small" light bottle combination with Xiaolang Liquor. With several advantages of quality, brand and high cost performance, the market growth button was quickly opened in Henan, a major liquor consumption province. Even if the market went against the trend, it was driven by the accumulation of large and small light bottles, and Xiaolang Liquor Henan business area always maintained an overall upward trend.
"We plan to at least double this year … If it is normal, it will be halfway up the mountain, for example, it would have been 70-80%",Recently, Mr. Bo Wang of Zhengzhou Yuanzhi, Xiaolang Liquor, said that going against the trend will definitely have an impact on time or efficiency, but compared with the situation that there was no epidemic before July 2021 (but there was no scale in Henan), Xiaolang Liquor has already started the trend-showing a continuous growth as a whole.
But how to make the growth trend continue and rise again? Need a greater energy to boost the confidence of the market, just like the situation when Xiaolang Liquor first entered the Henan market, whichalsoThe fundamental reason why Langjiu started a series of activities in key markets.
In addition to planning specific awards such as "winning the motorcycle", "drawing gold bars" and "visiting the manor", Langjiu considers that the dealers who receive the notice of the event will transmit the information to the terminal stores, but they cannot guarantee that consumers will know this information through these nodes, because "10,000 store owners can’t be equated with the 5 million consumers behind him."
To this end, Langjiu also specially sought the help of local media and lifestyle in Henan, including the urban channel of Henan Radio and Television Station, to create a marketing plan that is more suitable for the consumption scene, and to gather advantages for Langjiu on the road of branding, high-end, refinement and circle development, so as to reach more consumers and integrate into their lives.
Linkage play has once again played its role.
According to Mr. Wang, a series of market activities have become new selling points and highlights of terminal businesses in addition to quality, which has helped them promote the promotion of Xiaolang wine. On the consumer side, the unprecedented market action has also received enthusiastic response. By the end of the interview, more than 40 locomotives have been sent out nationwide, and 3 locomotives have also been drawn from the statistics in the Henan market. The activity of "drinking Xiaolang wine to win locomotives" has also caused unprecedented topic interaction on the Internet.
Based on the above, we can already answer the questions raised at the beginning of the article.
In the long-term cooperation, Langjiu and its distributors have formed a close partnership, and the distributors have the advantage of being close to the market, while Langjiu can empower the distributors in terms of overall quality and brand building, forming such a tacit understanding:Only on the basis of mutual trust, can we jointly realize the promotion of brand influence and sales.
As for the attitude of key market activities, Mr. Wang said: "We also want to make this business better and bigger with the support and cooperation of Langjiu. Maximizing the effect of resource use is one of our current directions. "
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