In 2007, a company approached Hu Jun and offered him a sky-high price of one million to shoot an advertisement focusing on only ten words. Hu Jun readily agreed. A few months later, the company's advertisements were everywhere on CCTV: Hengshui Laobaigan, Drink Be manly. In that

In 2007, a company found Hu Jun and offered him a sky-high price of one million to shoot an advertisement focusing on only ten words. Hu Jun readily agreed. A few months later, the company's advertisements were everywhere on CCTV: Hengshui Laobaigan , drink out the manliness.

In that era, this simple advertisement was extremely successful, as if drinking other wines was not enough for a man. In those years, the sales of Hengshui Laobaigan were soaring. We even created our own old white dry flavor , aiming to compete with fine wines such as Moutai and Wuliangye .

As the company continues to add value to the Hengshui Laobaigan brand, this wine has also occupied a certain market share.

But starting in 2018, Hengshui Laobaigan suddenly changed the core of its marketing from "manly" to "not high-end", and like some wines, it made the worthless Panama International Exposition a cold meal.

Even connotation peers, while flaunting themselves as pure and not superior, also said that they are far healthier than strong-flavored and Maotai-flavored wines.

A series of operations, "Hengshui Laobaigan" made the entire industry "top".

The bosses of Laobaigan should also be very high-end. They are racking their brains for sales. However, whether they switch styles or change their positioning, it is difficult to hide the embarrassing scene of Laobaigan’s market share shrinking wildly and ranking at the bottom among listed wine companies. The change of the slogan

clearly shows that the bosses of Laobaigan are anxious for changes.

In the past, the value they assigned to Lao Baigan was like spring and snow. For example, "The longer you practice, the more persistent you are; the more you think, the more you have foresight." This is a slogan that is meant for successful people.

Now, they shout out the slogan in a concise and concise manner: Lao Baigan, not the top. The goal is to let the product sink and enter the hearts of the people.

Nowadays, the high-end liquor market has been locked up. Moutai, Wuliangye, Guojiao dominate the high-end market, followed closely by Diaoyutai, Fenjiu and other liquors, dividing the mid-range liquor market.

wants to break out of the tight siege. If there is no huge financial support for Lao Baigantianxiang, it can only harvest the bottom market and use quantity to accumulate quality, hoping to turn around and keep pace with big names such as Moutai.

At this point, Hengshui Laobaigan has done a good job.

According to the financial reports disclosed by Laobaigan, Hengshui Laobaigan has not made much money in recent years, but it is also slowly rising. Compared with the sales points of other wineries, Laobaigan's sales points are naturally much smaller. Its influence It will be greatly weakened beyond Hebei.

also shows that it has great market prospects. With one sales point and one more dealer, the profits they can bring together are very considerable.

The reason why the income is only rising slowly is because Hengshui Laobaigan has put down its arrogance, but not completely.

First, they make the fatal mistake that most businesses make: making simple things complicated. Made up a new term "ground vat fermentation" out of thin air and gave it a professional explanation. Consumers don’t understand the professionalism behind the word

, nor do they want to understand it. When faced with something they don’t understand, consumers have a simple and crude way of dealing with it: block it.

In this society with excessive communication, companies must change their thinking: stop fantasizing about leading the trend, and instead proactively adapt to consumer preferences.

Even Maotai is making ice cream to please young people, and Hengshui Laobaigan is still dreaming of "high-end liquor" during the weak period of the liquor industry, so I can only wish them good luck.

Laobaigan has a wine called "Hengshui Laobaigan 1915". A single bottle sells for 1,688 yuan, which is nearly 400 yuan more than products such as Wuliangye, Guojiao 1573 and Shuijingfang of the same grade.

Hengshui Laobaigan’s marketing operations department believes that high-end is a kind of differentiation. Claiming that it is more expensive than Moutai and healthier than Wuliangye is a very high-quality publicity point and a selling point to attract consumers.

This is standard wishful thinking and self-impression.

Maotai is expensive because it has a broad enough market and value, while Hengshui Laobaigan does not have such a wide audience. In the minds of the general public, Laobaigan is rounded up to Erguotou , which is 10% mid-to-low-end liquor.

In this way, wine can have a pillar brand, but the price must not be excessive.

From the current point of view, Hengshui Laobaigan's efforts to save sales have so far been unsatisfactory. Judging from the current environment in which the domestic market tends to favor low-alcohol wine, Laobaigan, which is proud of its high numbers, will only face challenges. getting bigger.

High-strength wine must be high, so that you can be worthy of being endorsed by a tough guy like Hu Jun, and you can have the boldness and joy of a horse roaring in the west wind. Without high-quality wine, how can you still be masculine? The excellent golden signboard of

was finally thrown away by Hengshui Laobaigan himself.