On July 11, Yangshao Wine Industry 's first "Yangshao Caitaofang Old Wine Appreciation and Collection" event was held at Zhengzhou Meisheng Center, with the theme of "Long-lasting fragrance, fragrant over time". specially invited Li Mingqiang, Liu Jie, Wang Ke, Wang Junxue, and Sun Shuwei to serve as a team of old wine appreciation, collection and tasting experts for this event to evaluate the quality and collection value of Yangshao old wine brought by collectors.
It is understood that Yangshao Wine Industry will subsequently launch a collection of Yangshao old wines in three major cities: Luohe on July 12, Luoyang on July 14, and Sanmenxia on July 15. At the same time, held a closing ceremony on July 16 in Mianchi, Henan, a world-famous wine production area, in order to awaken consumers' historical memories of the Yangshao brand.
"Old wine" genes and cultural genes
old means the superposition of time value, and a bottle of old wine is the incarnation of time. Under the dual trends of consumption upgrading and high-end wines, the old wine market has become a market with extensive social influence and cultural value. The old wine appreciation and collection event held by Yangshao Liquor Industry this time is based on old wine. While showing the style of Yangshao old wine, it also conveys to the liquor industry its determination to implement the old wine strategy and deploy the old wine market.
Looking at Yangshao's confidence in deploying the old wine market, there are nothing more than two points: "old wine" gene and cultural gene .
in the "old wine" gene. Yangshao The old wines collected for this event were first produced in 1975, 47 years ago. The wines produced during these 47 years are collected in the Yangshao World Wine History Museum located in the Yangshao Ecological Winemaking Park in Mianchi County. For example, the wines from the 1970s Yangshao Daqu, Yangshao Chinese Dragon series in the 1980s, Yangshao rocket launchers and crystal bottles Yangshao wine in the 1990s, Yangshao Caitaofang series wines from 2008 to the present, etc. These different types of wine have a sense of age in their packaging, bottle shape and even flavor. As people in the industry call them, these Yangshao old wines have witnessed the development since China's reform and opening up, witnessed the changes in China's liquor industry, and also witnessed the development of China's reform and opening up. Witnessing the development of Yangshao for decades, it has the gene of "old wine".
in terms of memes. In Henan, where traditional culture is prevalent, Henan Liquor Enterprises have never lost in corporate culture. Henan is a province that consumes a lot of liquor, and Henan people are good drinkers. Tracing back to its roots, Henan people’s passion for wine can be traced back to the Yangshao culture period. In the past two years, the fourth archaeological excavation of Yangshao Village, research by relevant archaeologists, domestic liquor brewing experts, and the promotion of research on Yangshao by cultural scholars have gradually made Yangshao culture the origin of Chinese wine civilization. Revealed. Yangshao wine is inherited from the 7,000-year-old Yangshao culture and is an important carrier of Yangshao culture. When "old wine" is connected with culture, the time accumulation attached to the culture itself will provide huge empowerment for "old wine".
Planning the layout and following the trend
Yangshao’s determination to develop the old wine market was not just a whim. It has a ten-year market layout.
Faced with the question "For consumers, what else can a bottle of wine do besides drinking?", Yangshao began to create the "drinking, feasting, ceremony, and storing" all-ecological consumption model in 2012.
drinks, that is, working hard on "taste" and "quality", cater to consumers' pursuit of healthy and high-quality life. In addition to constantly improving the quality of liquor, Yangshao has also made innovations in drinking tools and launched three-purpose painted pottery drinking utensils for "heaven, earth and people". In addition, Yangshao holds hundreds of themed single-table tastings every year, which not only provides consumers with healthy liquor , but also showcases its own brands.
banquet, that is, the "three meetings and three banquets" banquet marketing strategy . Influenced by Chinese traditional culture , China's banquet market is very huge. It is said that a person has an average of more than 60 banquets in his lifetime. At banquets, wine can help bring people closer together, convey feelings, and is an excellent catalyst for emotional warming.Yangshao Colored Pottery Fang carried out the marketing activities of "You have a banquet, I will give you wine" and "You drink, I will drive you", allowing consumers to get real discounts.
Ceremony is one of the important attributes of high-end liquor. China is a country of etiquette, and cultural attributes are attributes that Chinese people cannot throw away. Yangshao integrates the core of Yangshao culture "painted pottery" into all aspects of the brand. From bottle design to painted pottery packaging, Yangshao wine is a work of art. And through the "Send Yangshao on major festivals" activity, Colored Pottery has become a popular product in the high-end gift market.
Finally, it is the last link of full ecological consumption, hiding. Hiding can best reflect the value of a bottle of wine. is also included in the old wine strategy launched by Yangshao after having a certain market foundation in the three aspects of "drinking, banquets and etiquette", which reflects Yangshao's practice of long-termism and userism.
It is worth noting that the premise of "long-termism" is that the strategic direction is generally correct. In the ten years since has laid out "all-ecological consumption" in Yangshao, the development of the enterprise has led to the continuous expansion of production capacity, the continuous improvement of brand influence and reputation, the brand connotation has achieved leapfrog, and its cultural attributes and excellent quality have been widely recognized by consumers. After that, the implementation of the Laojiu strategy can be described as "going smoothly".
The old wine appreciation and collection activities launched in Zhengzhou show Yangshao’s strategic wisdom of “taking advantage of the trend” in addition to “planning the layout”.
