In recent years, the trend of domestic products has seemed to be increasing, especially this year. Judging from the financial reports and hot search lists announced by major companies in the first half of this year, the decline in sales of sports giants Nike and Adidas in Greater China, the three sisters of international fast fashion brand ZARA withdraw from the Chinese market, and the closing of offline stores of international beauty brands Maybelline , etc., are all indicating the recent decline of international brands in China.
domestic products are rising, and Pinduoduo went overseas and reached the top of the list in less than two months!
The opposite is that the domestic brands are constantly breaking through, the sports brand Anta surpasses Adidas, the car brand BYD surpasses Tesla becomes the first, etc., all of which show the rapid progress of domestic products.
Of course, the rise of domestic products is not only reflected in China, but in recent years, there have been many domestic brands going overseas. Even under such a severe economic situation, many brands have left the country with their own innovation and achieved good results.
Some time ago, Pinduoduo not only achieved a counter-trend growth of up to 36% in the domestic market, but its overseas version of Pinduoduo Temu was also launched in just two months and reached the top of the US application list on October 18.
domestic products went overseas. This tavern entered the Korean market and achieved a 150% counter-trend growth
Not only that, in the cold winter of catering, there is still a tavern withstand the pressure and goes overseas, and has achieved a 150% counter-trend growth in recent months. This tavern is the Liang Daxia Jianghu Tavern, which has been popular among consumers recently. It is an immersive tavern built mainly with chivalrous culture. In it, you can not only feel the atmosphere of "eat meat with big mouthfuls and drink with big mouthfuls", but also instantly dream of returning to the martial arts world of childhood.
It is understood that behind this tavern is a young man born in the 1980s, "Fu Zhigang", who has another identity, the founder of the chivalrous liquor "Liang Daxia" brand. He has the title of "Hi Jiang Xiaobai in the south and Liang Daxia in the north". Before the epidemic, it developed very smoothly. With the "three highs" product strategy and innovative marketing strategies, it has valued over 500 million in just two years, entered nearly 200 district and county markets across the country, and has nearly 100,000 outlets, and has received call support from more than 60 popular stars such as Guo Degang, Wang Qianyuan, and Xiao Yang.
But what is the connection between this liquor brand "Liang Daxia" and "Jianghu Tavern"?
It is reported that Liang Daxia, a chivalrous liquor brand, was indeed developing rapidly at first, but with the outbreak of the epidemic, he was in trouble like most small and medium-sized enterprises. For a period of time, there was no offline customer, which also caused it to lose nearly 10 million in just three months.
This is not enough. It is the Spring Festival again. When its founder Fu Zhigang returned to his hometown in Hunan for the New Year, he went to the former residence of Zeng Guofan , "Siyun Pavilion", on the first day of the Lunar New Year, and thought through the 6 words "build a camp and fight a stupid war". Then he summoned his partners to discuss, and Liang Daxia Jianghu Tavern was born.
super IP entrepreneurial model, creating a closed-loop consumption
Of course, the purpose of establishing the Liang Daxia Jianghu Tavern is the "IP scenario-based" proposed by its founder. By creating an immersive experience tavern "Liang Daxia Jianghu Tavern", through this scene, quickly open up people and goods yards and build a closed-loop consumption. The location of the Liang Daxia Jianghu Tavern Xingsha flagship store, the entry of dozens of district and county markets across the country, and the establishment of the first Liang Daxia Jianghu Tavern in South Korea and the achievement of the Liang Daxia brand's growth of 150% against the trend are proof of its successful opening of people and goods yards.
In addition, in addition to the dishes and environment of Liang Daxia Jianghu Tavern, Liang Daxia soft sorghum wine is the most popular among consumers. It is known as "a time-honored Chinese brand and a new flavor in Beijing". It is not only backed by Beijing Erguotou Winery, one of the three major wineries, but also has a Chinese wine reviewer personally. The taste of its four signature flavors of "glycrystal and mellow" has made it receive nearly 87% of the taste praise in hundreds of blind taste tests.
and the design of Liang Daxia's luminous bottle that "just a little light, it will be transparent all over the body". The texture of amber glass is like water patterns and annual rings, making consumers unable to put it down. The design that will shine has set off a wave of illuminating luminous bottles on the Internet.
Finally, its founder Fu Zhigang called Liang Daxia's model of going from a bottle of wine to an IP and then to a tavern "super IP entrepreneurship model". In short, it is "brand personalization, personality IP, and IP scenario". This model has attracted more capital attention.
