Wine companies, distributors, and consumers win-win for all parties. What did Wuliang Rich Fragrance do right?
On October 8, the National Day holiday just ended, and good news came from Wuliang Rich Fragrance Company.
data shows that from October 1st to 7th, the average daily number of consumers who opened bottles and scanned codes by brands under Wuliang Rich Fragrance Company increased by 91% year-on-year, and Wuliangchun , Wuliangyuan , Wuliang Special (tou) Qu, and Jianzhuang all increased significantly.
In recent years, Wuliang Danxiang Company has actively promoted digitalization. After the company’s WeChat mini program “Dongwu’s Tavern” was launched, it has received praise from terminal owners such as famous hotels and tobacco and alcohol stores. The company’s market fees and rewards are tilted towards the terminal. Consumers will open bottles and scan codes to get corresponding rewards to help channel sales. During the National Day holiday, the company's opening and scanning codes increased significantly year-on-year, further boosting market confidence.
open the bottle and scan the code, and many cities have risen sharply.
has entered September. In order to welcome the Mid-Autumn Festival and National Day, Wuliang Qianxiang Company has vigorously launched the theme event of "Wuliang Qianxiang Golden Autumn Gift", lighting up the landmarks of hundreds of cities offline, and promoting and promoting large-scale online promotions. It has set up a prize-winning event for opening the bottle and scanning code in the "Dongwu Tavern", attracting a large number of consumers to participate.
data shows that during the National Day holiday, the number of bottle-opening codes in Wuliangchun in a single day increased by 3 times year-on-year; in the past three months, the second-generation Wuliangchun sales data have also continued to grow.
According to the analysis of the city, the number of scan codes for opening bottles in 10 cities including Chengdu and Lanzhou ranks among the best. The average number of scan codes for individual cities has grown rapidly compared with the same period last year. The model market has achieved significant results, and the performance in Sichuan and Chongqing is particularly obvious.
From the terminal level, the average daily purchase volume of terminal stores in Wuliangchun increased by 2 times during the same period. The banquet activities and consumer scanning code lottery have significantly improved the terminal's acceptance of products.
In addition, among the top ten cities with the number of scanned codes for consumers during the National Day holiday, Wuliangyuan increased by more than 30% year-on-year. The average number of scanned codes in a single city increased significantly compared with last year. The strategic achievements of regional development driven by model markets have gradually emerged, and cities such as Handan and Chengdu ranked among the top in growth.
At the same time, the opening and scanning rate of Jianzhuang, Wuliang Special Qu , and Wuliang Touqu bottles increased significantly year-on-year.
A wine merchant told Yunjiu headlines that during the National Day holiday, the company's agent Wuliang Rich Flavor Products' bottle opening rate soared, terminal sales momentum was good, consumers were benefiting, and wine companies, distributors and consumers achieved win-win results.
Digital empowerment boosts channel consumer confidence
In 2022, due to the external environment, liquor dealers have increased inventory, slow sales, and high channel pressure, and need to be empowered by manufacturers.
How to help wine merchants relieve market pressure? Wuliang Qianxiang Company has achieved good results through digital empowerment.
In 2020, Wuliang Nongxiang Company’s mini program “Nongwu’s Tavern” was launched to build a digital consumer service platform.
Focusing on consumer services, "Danwu's Tavern" introduces the company's Wuliangchun, Wuliangchun, Wuliang Special (Tou) Qu, Jianzhuang and other brands on the homepage to set up purchase links, and at the same time, it regularly carries out various theme promotion activities. Consumers can get points and rewards by participating in the activities.
By connecting online and offline, consumers have received feedback from "Dongwu's Tavern" with great strength and easy to use. Many tobacco and alcohol store owners not only install and use it themselves, but also recommend and register to consumers, and jointly form another product sales platform for Wuliang Rich Fragrance Company with offline sales.
At the same time, Wuliang Nongxiang Company is also actively cooperating with ByteDance, Tencent and other platforms to carry out online brand promotion activities, and through digital empowerment methods such as "one bottle, one code" and "a tavern of 5", it connects online and offline to serve dealers and consumers.
In Chengdu, Lanzhou, Xuzhou and other cities, many agents said that through the 2022 "Wuliang Rich Fragrance, Golden Autumn Gift" event, the terminal bottle opening rate has increased significantly, and Wuliang Rich Fragrance Company's confidence in serving dealers and consumers has doubled, and cooperation has become more stable.
Regarding the surge in the number of consumers' interactions during the National Day holiday, the relevant person in charge of Wuliang Danxiang said that the market is under pressure in 2022. The company is considering the most about how to help partners and invest costs and resources to carry out digital empowerment activities.
Next, Wuliang Danxiang Company will continue to upgrade and iterate in terms of business model, organization of teams, online and offline combinations, and launch more measures to help dealers serve consumers. (Text｜Yunjiu Team)
