Yutang Sports focuses on the sports marketing strategies of several important liquor brands in China, hoping to bring more thoughts and inspiration to the industry.
after thousands of years of development and evolution, liquor culture has been rooted in Chinese cultural genes. Because of the large population base and the common habit of drinking liquor in China, the total consumption of liquor products is high. According to the sales data provided by the authoritative data website Statista, in 218, liquor was the highest-selling sub-category in the international distilled liquor industry. In addition, under the diversified demand of the market, the number of liquor merchants showed a rapid growth trend. In 217, there were 1,593 liquor enterprises above designated size in China, a year-on-year increase of .95%.
In recent years, with the help of China culture, China liquor industry has continuously consolidated the international influence of liquor culture, and the top domestic liquor enterprises in China have accelerated the pace of internationalization strategy. However, on the whole, the export scale and sales scale of Chinese liquor are very limited. In different economic and cultural environments abroad, the promotion of liquor products faces many barriers.
After decades of deep cultivation, some domestic liquor brands have begun to occupy an important position in the global liquor industry, which also shows that China liquor enterprises have more considerable room for expansion in the international market. With the gradual saturation of the domestic market, if enterprises want to seek further development, it is inevitable for them to enter the market with a small share while innovating product content and trying different marketing methods.
According to the marketing trend in recent years, liquor is increasingly keen on marketing methods other than traditional advertisements, and sports sponsorship has become a firm choice for many top brands. In the domestic market, they use sports to contact the fixed circle and stabilize the foundation of consumer groups. In the international market, they take the top events as a ladder, while promoting China liquor culture, they also label themselves as high-end and international. Yutang Sports focuses on the sports marketing strategies of several important liquor brands in China, hoping to bring more thoughts and inspiration to the industry.
Moutai is a traditional specialty wine in China. As one of the three famous distilled liquors in the world, it is as famous as Scotch Whiskey and French Cognac, and it is also the originator of Daqu Maotai-flavor liquor with a history of more than 8 years. As a time-honored enterprise in China, Kweichow Moutai has a long history of brewing and unique technology, and the name of "National Wine" provides a profound resource advantage for the brand building of Maotai.
219 is a crucial year for Maotai Group to achieve the "1 billion target". With the brand popularity rising continuously, Maotai Group has made great efforts in positioning, orientation, slimming, standardization and reform, accelerated the construction of cultural Maotai, further strengthened the ingenious concept of "regarding quality as life", encouraged and cultivated suppliers and manufacturers who operate in good faith, and joined hands with * * * to straighten out the distribution system of Maotai and devote themselves to environmental protection and precise poverty alleviation, so as to polish Maotai's "golden signboard".
In recent years, with the commercial value of the sports industry being gradually developed, more and more liquor enterprises began to try sports marketing to express the cultural connotation that liquor products need to be strengthened to the public with the help of the health-oriented characteristics of sports. As a leading enterprise in liquor industry, Kweichow Moutai also tested the water in the sports industry.
From the perspective of the brand's public welfare, Maotai-flavor liquor actively carries out square dance activities, which is a real charity, love and happiness, and is recognized by the public; Cross-border sports marketing of liquor and accurately meeting the needs of target groups are the basis of stable and far-reaching brand activities, and it is also the ultimate expression of the purpose of "being close to the people and benefiting the people" in Maotai-flavor wine series.
while actively entering domestic sports events, maotai also focuses on the international market, joining hands with top international events and clubs to expand the international market with high-quality IP. In January 218, the Golden State Warriors fought Cleveland Cavaliers, and a huge red advertisement appeared on the big screen behind Tencent NBA Studio. Eight eye-catching characters of "National Wine Maotai, National Boutique" jumped on it. Prior to this, Maotai had purchased the advertising space on the basketball stand in the home court of Golden State Warriors. This choice to cooperate with Tencent, the NBA broadcasting platform, can be seen as further strengthening its connection with NBA resources.
In the same year, Maotai also reached a strategic cooperation with Serie A giant Inter Milan Football Club, and Maotai Technology Development became an official partner of Inter Milan in Greater China, North America and Southeast Asia. This cooperation is the first time that Maotai Technology has married sports, and it is also the first time to go abroad and cooperate with international brands. With the charm of sports events, Kweichow Moutai intends to further expand overseas markets, which is also the purpose of its transnational and cross-border marketing.
As a time-honored brand in China's liquor industry, Wuliangye liquor has won 39 international gold medals in the world expositions successively after winning the gold medal in Panama World Expo in 1915. High-quality products drive output and sales to increase year by year. In 218, Wuliangye Group achieved sales revenue of 93 billion yuan. In 22, the company ranked 768th in Forbes Global Enterprise 2 list and 26th in "Top 5 Chinese Brands in 22" list.
From the product structure of Wuliangye, it can be seen that the enterprise, in view of the new market situation, continues to stabilize the high-end liquor market, and at the same time, improves and upgrades the products for the young group and the international market camp, effectively keeping pace with the times at the product level and taking the market as the guide, helping the products to reach a wider and more comprehensive consumer group under the new situation.
As a national brand with a long history, Wuliangye Group has also focused on the content with national characteristics in sports marketing. In 28, Wuliangye Group reached a strategic cooperation with the Shooting and Archery Sports Management Center of the State Sports General Administration, and was awarded the excellent partner of "National Shooting Team and National Flying saucer Shooting Team". In 213, Wuliangye became the main title dealer of China Table Tennis Team and the official title dealer of China Table Tennis Association, fully supported the "National Ball" to prepare for the 216 Olympic Games, and further shaped and strengthened its brand advantage through "marriage". In addition, Wuliangye always supports local sports events in Yibin. The 216 National Archery Championship and the 218 Sichuan Nanxi China Car Field Cross-country Championship were all supported by Wuliangye.
as a high-quality product under the group, Wuliangye 1618 has also made achievements in the domestic sports industry in recent years. In 215, Wuliangye 1618 helped hold the 22nd Global Chinese Badminton Championship, which attracted 438 players from more than 2 countries and regions, and its participation scale broke the Guinness World Record. Such a scale of participation and the composition of athletes group coincide with the marketing strategy of Wuliangye 1618. Joining hands with such high-quality events, the enterprise highlights the cultural value of the products and achieves the organic unity of economic and social benefits. With the help of sports marketing, Wuliangye 1618 has effectively improved the reputation and social value of its products, which will help enterprises to establish a good interactive relationship with consumers, and finally realize the establishment of consumer groups and the increase of sales.
in recent years, with the increasing demand of liquor enterprises to expand overseas markets, Wuliangye has also begun to focus on top sports IP with international influence. In 219, Wuliangye will join hands with Shiseido Shenzhen WTA year-end finals as a "top partner", and they will work hand in hand to promote the vigorous development of tennis in China. Shiseido Shenzhen WTA year-end finals is the highest-level single sports event since Shenzhen was founded, and it is also the highest-level tennis event in Asia and the highest-level women's tennis event in the world.
Yanghe has won "International Famous Wine" for many times and was selected as one of the eight famous wines in China. In December, 219, Yanghe was selected as one of the top 1 brands in the 219 China Brand Power Festival. Different from Maotai, Wuliangye and other liquor brands which originated from the main producing areas of southwest liquor and have a long production history, Yanghe series products come from the distant "Yangtze River Delta" region, and the cultural accumulation is relatively weak. In the marketing process of products, enterprises can hardly occupy the slightest advantage in the cultural and producing areas that traditional liquor likes. Therefore, Yanghe, relying on its own product characteristics and the living habits of modern working people, has found a new way and created a blue ocean.
relying on the development of modern information technology, Yanghe has carefully designed and launched an integrated marketing system covering all aspects. Enterprises arrange TV advertisements online, and carry out large-scale advertising with "Chinese dream, blue dream" as the starting point. In recent years, under the background of media diversification and information fragmentation, it is more difficult to build brands. Yanghe also keeps pace with the times in brand building, pays more attention to marketing content, carries out content-related and closely integrated brand promotion, and quickly seizes consumers' minds by "doing subtraction".
Sports is an area where young consumers gather, and Yanghe Company, which locates a new generation of consumer market, also regards sports marketing as an important part of the enterprise marketing system. In 215, the company sponsored the Nanjing International Marathon and began to build its own IP—— for running events-"Looking for the Blue Sky". In 216, China Dream Dream Blue series became the official title sponsor of the National Men's Basketball League (NBL). In 217, Yanghe Dream Blue became the official liquor supplier of the Super League, which marked that Yanghe shares have reached a new level in the field of sports marketing.
With the help of top-level competitions, enterprises show the public that the brand cares about the development of football, and choose to support it when the national football development environment is not good, which undoubtedly helps enterprises to obtain excellent social benefits. The promotion of social reputation will naturally bring high market prestige to the brand.
LU ZHOU LAO JIAO CO.,LTD, Sichuan is one of the four oldest famous wines in China, "the originator of Luzhou-flavor, the leading wine", and a large-scale liquor listed company in China. Its 1573 national treasure cellar pool group became the first national key cultural relics protection unit in the industry in 1996, and its traditional brewing technology was selected into the first batch of national intangible cultural heritage list in 26, which was called "Double National Treasure Unit" in the world. Its product, National cellar 1573, was praised as "Living Cultural Relics Brewing" and "China Liquor Appreciation Standard Grade Liquor". In December, 219, LU ZHOU LAO JIAO CO.,LTD was selected as one of the top 1 brands in the 219 China Brand Power Festival.
As an established liquor enterprise, LU ZHOU LAO JIAO CO.,LTD has a different strategy from Maotai, Wuliangye and other industry giants in emphasizing tradition and returning to classics. LU ZHOU LAO JIAO CO.,LTD has customized a cross-border marketing strategy that is more popular with the younger generation of consumers for potential young consumers. During the 218 World Cup and Christmas, LU ZHOU LAO JIAO CO.,LTD launched the Soccer Edition of Wine Heart Chocolate and the Planet Theme Wine Heart Chocolate respectively, which were close to the market hotspots and once became the number one online brand that netizens must turn over.
in the marketing camp, LU ZHOU LAO JIAO CO.,LTD did not blindly highlight the cultural tradition of the enterprise, but focused on the current social hotspots, from the perspective of target groups and young consumers, and showed the vitality behind the orthodox image of the enterprise to consumers with a brand-new marketing model. In the eyes of a new generation of consumers, taste and cultural background are no longer the only criteria to measure the value of products.
LU ZHOU LAO JIAO CO.,LTD, who intends to make efforts among young people, also does a lot in sports. In April, 217, LU ZHOU LAO JIAO CO.,LTD Cup ITF International Men's Tennis Tour Luzhou Station was held in the Tennis Center of Luzhou Olympic Sports Park. As the title enterprise of this competition, LU ZHOU LAO JIAO CO.,LTD demonstrated its extraordinary brand image and cultural connotation by helping this top international competition. In June of the same year, the first "LU ZHOU LAO JIAO CO.,LTD Guojiao 1573 Cup" badminton league was launched in Xingtai.
218 is a year in which LU ZHOU LAO JIAO CO.,LTD has made full efforts in overseas marketing. The World Cup in Russia was undoubtedly the most important sports competition of the year, and Guojiao 1573 became the designated liquor for official hospitality. The spirit and proposition of promoting world cultural exchange with culture conveyed by National pits 1573 is highly consistent with the spiritual connotation of promoting the blending and collision between different civilizations in the World Cup. At the same time, as the leading brand of China liquor internationalization, with the popularity of China culture in the world, consumers all over the world are eager to know and try China liquor, especially in Russia, a country where liquor has been integrated into the national blood. LU ZHOU LAO JIAO CO.,LTD series products and Guojiao 1573 have very high liquor brand recognition.
In October 218, LU ZHOU LAO JIAO CO.,LTD signed a contract with the Australian Open, and the two sides reached a cross-border cooperation between China Liquor and tennis in the form of strategic cooperation. LU ZHOU LAO JIAO CO.,LTD officially became the official partner of the Australian Open, and Guojiao 1573 became the only designated liquor in the Australian Open. This is the first cooperation between the Australian Open and China liquor brands, and LU ZHOU LAO JIAO CO.,LTD is also the highest-ranking China partner in the history of the Australian Open.
with the authority and influence of IP of top-level events, the features and images of products will be displayed to the public in specific scenes. As a top sponsor, enterprises can rely on competition resources to carry out marketing at a higher level, further release the commercial value of marketing and improve the quality and level of marketing.