text | Pan Yuanli - Brand Director of Xiajun Liquor
On the Internet and in real life, there are always many friends who are interested in the Xiajun Liquor brand we have created, and there are always many questions. Today I will take advantage of the Chengdu epidemic isolation While at home, I compiled these answers into articles so that everyone can know more about our brand.
Xiajun Liquor (Chengdu)
Xiajun Liquor brand originates from my country's traditional chivalrous culture, gentleman culture and gratitude culture, so the brand name "Xiajun" is to hope for " chivalrous style, gentleman's product ". We also hope to promote this kind of culture to the public as much as possible, and also put forward the great ambition of "the great knight, serve the country and the people; the great king, care about the world!" We hope that one day our brand will be strong enough and we will be able to make greater contributions to society.
In 2012, we officially submitted a trademark application for "Xiajun" in 33 categories to the State Trademark Administration and obtained the trademark registration certificate as expected. Subsequently, we applied for other categories of trademarks, basically achieving full category protection. We sincerely hope Xiajun can truly become a well-known brand and be known and recognized by more people.
Xiajun Academy
After nearly ten years of development and hard work, a brand with "Xiajun Wine" and "Xiajun Tea" as its main projects has been initially formed. There are also "Xiajun Bistro", Business segments such as "Xiajun Wine Cellar" may also involve Xiajun Hotel and Xiajun Club in the future, but all this must be done slowly and step by step, and there must be no rush.
Xiajun Liquor is currently based on high-quality Maotai-flavor liquor from Maotai Town, Guizhou Province. We chose the "Guizhou Guchuan Distillery" which has been established since 1951 and reached an in-depth cooperation. Two brands, " Xiajun " and " Xiajun drunk ", have been launched. One is used for high-end business banquets and gift-giving, and the other is used for socializing among friends and is positioned at the entry level. I usually like to explain it as: " is drunk at an age when you can get drunk, and is drunk at an age when you dare not say drunk easily" .
In order to move from a niche brand in the entrepreneurial circle to a well-known mass brand, this year we placed offline advertisements at Chengdu Shuangliu International Airport and at the security checkpoints of subways and high-speed railways. In the future, more offline advertisements will be gradually launched, just to make people look familiar. This year, the brand slogan has been upgraded to: ", drink Xiajun wine, make real friends! ".
Xiajunjiu offline advertising
After internal efforts, we have carried out comprehensive reports through various self-media and official media, and have also cooperated with big V to launch various evaluation videos. Establish branches offline and hold tastings and various business activities. A series of physical advertisements have been launched offline one after another. The current estimated exposure of should be in the hundreds of millions and close to one billion of . It should be considered a well-known brand in the liquor circle, but compared with brands such as Moutai, Wuliangye , Luzhou Laojiao , the gap is too big, and we still have a long way to go. .
As a "new" brand, we Xiajun have established a business model of our own. That is to take the Group Corporation as the main body, set up branches in provincial capital cities across the country, set up terminal physical stores of Xiajun Wine Cellar or Xiajun Liquor Shop in each region, and then use the physical stores as the base to develop the team Long and city partner . Only in this way can we fully utilize the role of community economy and fan economy. After ten years of development, the
Xiajun brand has formed a certain degree of popularity and reputation among consumers in the entrepreneurial circle. What we have to do now is to expand this circle, let more people know the brand meaning of Xiajun, let more people know Xiajun and drink Xiajun wine. We will also launch many marketing strategies in the future, such as "Xiajun Boxing Championship" and "Looking for Xiajun Characters". The implementation of these activities will definitely bring Xiajun's popularity to a higher level.
is currently in a period of rapid development. If you join us at this time, the future returns should be the greatest.You are welcome to pay attention to our brand, and I hope you can send me a private message so that we can communicate and make progress together. Thank you.
