On June 1, Sands Winery officially released the beautiful culture strategy, reaffirming that the three IPs of "Digest of the Times", "Strugglers for a Better Life", and "Reminiscent of China Festival " will become the main brand lines in 2022:
6 27 On July 4, "Times Digest" premiered on the entire network; on July 4, Sands Winery and People's Daily Online released a short video with the theme of "Time Makes Beauty", which means that "strugglers for a better life" have focused on a new generation of young people. , in this way, Jinsha Winery’s “beautiful culture strategy” is rapidly being implemented and has become the new core of the Jinsha Winery brand! Looking back, Jinsha Winery, which is in the midfield of Sauce Wine , is using to "build value on the B end of the left hand and strengthen consumption on the C end of the right hand" to tackle difficulties, overcome difficulties and seize the position!
Have a wonderful graduation season, Jinsha really escorts you!
Currently, the first batch of post-00s generation are facing the graduation season. The complex and changeable environment has also brought more uncertainty to them. Only when the new generation of young people have faith can the nation have hope and the country have strength. The new generation of young people are the focus of attention of the whole society. It is also the responsibility of every enterprise to present to them a picture of the times that is positive, striving for ideals and a better life. . As the leading brand in the sauce and wine industry in recent years, Jinsha Winery took advantage of the graduation season to step in and actively assume the corporate responsibility of protecting post-00s graduates:
In the graduation season themed video released, in addition to selecting three Graduate representatives, in addition to inspiring current graduates through their stories of struggle, also invited Guizhou Digest Wine Spokesperson Liu Ye, China University of Political Science and Law Professor Luo Xiang, famous photographer Xiao Quan , Jinsha Wine Zhang Daohong, Secretary of the Party Committee and Chairman of the Board, sent blessings to the graduates.
In "A Letter to Graduates", Zhang Daohong mentioned the "beautiful recruitment action" of Jinsha Winery to protect the employment of graduates and recruit talents, hoping that more capable young people will join Jinsha Winery career and realize self-worth. In fact, the themed microfilm is only "part" of the series of activities organized by Sands Wine Industry to pay tribute to the 2022 graduation season theme. As early as June 28, the "Time Makes Beauty - 100 Faces of Fresh Graduates" photography exhibition was held in People's The special website page is officially launched.
simultaneously launched the interactive topic #Please answer the first post-00 graduates# on Weibo, which triggered heated discussions among netizens. In addition, Tsinghua University , Chinese Opera Academy , Hubei Normal University College of Arts and Sciences, Guangdong University of Technology and other university Weibo also participated in the reposting and interaction of the event. In addition, starting from July 6, Jinsha Wine Industry has joined forces with dealers across the country to launch the "Jinsha Beautiful Recruitment Action" to truly solve the employment problems of many graduates.
It can be seen that Jinsha Winery is a "true escort" this time. Jiusayo learned that taking the "Time Brews Beauty" graduation season theme event as an opportunity, Jinsha Winery will also focus on Jinshahuisha Wine·Real Year 6 With more in-depth market layout and consumption cultivation, continues to consolidate the company's "three major single product strategies", supports brand development with a more stable three-legged stance, and continues to promote the steady improvement of Jinsha Liquor's brand influence and brand value. .
From summary of the times to striver for a better life, Sands speed!
From the release of the beautiful culture strategy on June 1st to the continuous implementation of the two major brand IPs, this more than one month has not been so much a concentrated explosion of Jinsha Liquor brand energy as the epidemic situation has improved. Jinsha Winery is urgently seeking high-frequency linkage with C-end consumers to achieve resonance of brand value and continuous consumer education.
2022 is the consumer cultivation year of Jinsha Winery. The core of this consumer-level cultivation is to open up the "last mile" of consumption through a combination of push and pull: the work of Jinsha Winery actually started in April. At that time, it was comprehensive Launch the "Consumption Cultivation Plan", use "one-table tasting sessions", "Famous wines into famous enterprises" to accurately target customer groups, "Happy weekends, mellow drinks" to cultivate the consumption of core consumer groups, "Scan the QR code to receive red envelopes" "Golden Xida Distribution" benefits consumers and triggers repeat purchases... These proactive actions are actually more like "promoting" themselves to consumers, making them visible to the core group of people through red envelopes, tastings, etc.;
The full network broadcast of "Times Digest" and the release of the video short film with the theme of "Time Brews Beauty" not only enhances the public's deeper understanding of the "beautiful culture strategy" of Sands Winery, but also allows the IP of "better life strivers" to It is presented in front of the public more concretely, highlighting the brand structure and social value of Jinsha Winery. It is also through larger brand events to reach more consumer groups, further broaden the consumer group, increase brand value and influence, "pull and attract" more consumers to pay attention to Jinsha, and become the consumer group and consumer group of Jinsha Liquor Industry's core products. user.
From the overall promotion rhythm and development logic, Jinsha Wine Industry has built a two-way bridge with the consumer market with "beautiful culture", and is still in the C-side. Of course, this action can also be seen as an upgraded version of the "Consumption Cultivation Plan" undertaken by Sands Wine Industry, and the emotional effect it has with the consumer layer will be purer. Of course, this provides nutrients for Jinsha Winery to further cultivate the market and deepen consumption cultivation, and for Jinsha Winery’s “beautiful culture” to blossom and bear fruit in the consumer market.
tackles difficulties, overcomes difficulties, and seizes the position!
The mid-term adjustment of sauce wine has undoubtedly put a sudden brake on the wild growth of the sauce wine category in the past few years. Of course, Jinsha Wine Industry has more obvious leading value, faster development speed and scale due to the leading brand of the head brand. The situation is bigger, and the pressure is also greater. Sands Wine Industry is facing the difficulties. is "turning the crisis into an opportunity" through the exertion of subjective initiative and joint efforts of all, and then grabbing new voice and voice in this tough battle. chance point!
If the rapid implementation of the C-end consumer education movement and the beautiful culture strategy is reflected in the combat effectiveness and execution ability of Sands people, the B-end brand boost and the stabilization of channel confidence are equally inseparable:
Just a few days ago, Sands The wine industry has reported from the market level that the key regulatory work will mainly focus on Digest wine. In addition to cracking down on illegal dumping, channeling, arbitrage and other illegal activities, it is also proposed for the first time that the Digest wine repurchase work will be carried out nationwide. Zhang Daohong, Secretary of the Party Committee and Chairman of Jinsha Liquor Industry, also personally took charge as the head of the Market Supervision Department, and made it clear that he would resolutely crack down on illegal dealers. Obviously, this will be a heavy blow to the current summary market of "channelling goods, arbitrary prices" and other behaviors !
It is worth noting that if Times Digest is a high-end brand IP tailor-made for Digest, the Graduation Season theme activity of Brewing for a Better Life is empowering Jinsha Huisha Wine·Real Year 6. Because there are many similarities between the innocent and beautiful graduates and the real-vintage 6-year-old wine that focuses on "authenticity", both parties need to be tempered by time to grow and mature, and Sands Winery will also further strengthen it through this move. The construction of a large single product matrix of "dual brands, three series" will further achieve multi-dimensional satisfaction of consumer needs.
"The B-end on the left builds value, and the C-end on the right strengthens consumption." Under the favorable environment of restarting consumption and recovering exchanges in the second half of the year, especially the country's all-round investment of 12 trillion, stimulating all walks of life, this will have a positive impact on the high-end industries represented by the summary. Wine is an opportunity. For Sands, on the basis of early action and quick layout, it is necessary to further strengthen market awareness and awareness of grabbing positions, grab channels, grab terminals, grab consumption, and make up for the past time!
