In ancient times, people said that the fragrance of wine is not afraid of the deep alley. I don’t know when the fragrance of wine starts to "be afraid" the deep alley is "also afraid of" the deep alley.
Judging from the development trajectory of Chinese liquor, the era of TV advertising has also come with the rapid development of liquor industry since the 1970s and 1980s. In 1992, Shandong's Kongfujiajiu fired the first shot in TV advertising, and the torrent of the era of TV advertising followed the trend.
30 years ago, all four grain wines that often "advertise" on TV were rarely seen.
The first one: Fenjiu
In fact, although Kongfujiajiu started the first shot in TV advertising, strictly speaking, the first one to advertise on TV was Fenjiu, but because the effect was not obvious, people usually do not count Fenjiu in it.
Fenjiu has developed into a state of unshakable status of several well-known liquors in China, thanks to its own strength. Fenjiu has won the title of famous liquor for 5 consecutive years with its excellent quality of wine, and no longer has to advertise. Therefore, advertising does not seem very important for Fenjiu.
The second type: Kongfu family wine
90s CCTV began the first wave of prime time advertisers. Kongfu family wine bravely took the lead. Unexpectedly, the effect was unexpectedly good. Film and television actor Wang Ji was the spokesperson. The slogan "Kongfu family wine makes people miss home" became popular everywhere for a while. Kongfu family wine became famous and wine merchants from all over the country flocked to the front door. It is said that the queues lined up to buy wine at the opposite door.
The third type: Qinchi wine
Qinchi wine and Kongfu family wine are in a certain sense. Before Qinchi wine, there was an Kongfu banquet wine "Dongshi Xiaopin". The same advertising effect was full. In order to gain fame, Qinchi wine, which is the same place, bought CCTV's golden advertising space at a higher price, and vigorously promoted its own liquor. Coincidentally, Qinchi wine became popular.
The fourth version: Zhang Gongjiu
Zhang Gongjiu comes from Henan. Although Henan wine is not as good as before, there are not many famous white wines, but for 30 years, it is completely the world of Henan wine. And this Zhanggong wine was so popular 30 years ago.
Several Shandong liquors became popular first due to TV advertisements. Zhang Gongjiu "envious" the dividends brought by the advertisements, so she invited the crosstalk master horse season to endorse it. The catchy slogan pushed Zhang Gongjiu to the highest peak.
These wines that often advertise on TV are still on the list of famous wines, while others disappear. From this we can see that advertising dividends cannot be eaten for a lifetime, but it cannot be done without advertising exposure. Therefore, good wine quality and certain advertising exposure are the successful model for wine companies. Take this Guizhou Zunrentai Liquor for example. This is the successful model.
Zunrentai comes from a winery in Maotai Town, Renhuai City, Guizhou. Since its launch, its reputation in Guizhou has been rising steadily and is hailed by locals as a dark horse in the Guizhou sauce wine circle. What is a dark horse? You must have quality and strength to be called a dark horse, and Zunrentai Liquor is a sauce-flavored wine with strength and wine quality.
Zunrentai Distillery is built in Maotai Town. The raw materials are used like Moutai wine . The local red tassel glutinous sorghum is the main raw material, organic wheat is the auxiliary material, and the water source is from the river water rich in minerals and trace elements of the Chihe River. Although the raw material cost is too high, high-quality sorghum can greatly enhance the taste of Zunrentai sauce wine, which is more mellow than ordinary sauce wine .
Zunrentai's wine quality has always been strictly controlled by an expert group composed of more than 20 national wine tasting masters in Renhuai Sauce-Style Wine Association.
Although Zunrentai wine has good quality and taste, the winery has also taken many detours. In the early stage, it focused most of its energy on the research and development of wine quality, so it ignored the power of advertising, which led to frequent blows when this wine was released. Fortunately, the winery leaders were wise enough and quickly adjusted their development route and increased appropriate exposure, which made Zunrentai Liquor achieve such achievements.
OK. The above is today's sharing. Have you ever drunk the several white wines that became popular because of advertising?
