Chinese banquet social etiquette is still inseparable from liquor. As the main consumer group, young people originally had a demand for liquor. However, due to the lack of contact and interaction with young people in the packaging and consumption scenes of traditional liquor in the early days, the taste and consumption concept did not conform to the diversification of young people. The needs of social scenes are therefore largely ignored by young people.
With the continuous warming of Chinese traditional culture, the era of national tide is coming. Today’s young people excavate and present the essence of Chinese traditional culture from all aspects and angles and take it as a trend. Consumer products with a Chinese traditional cultural background are beginning to be sought after by young people.
For example, a makeup brand founded in 1913 Pecho Antelope, Fully embrace the aesthetic and beauty needs of young people, and redesign the packaging after R&D came out; sportswear brand Li Ning, Take the lead in showing the combination of ancient and modern sportswear characterized by Chinese traditional cultural symbols at New York Fashion Week, which has been well received by all parties; during the period of the popularity of small white shoes, traditional Chinese sports shoes brands Pull back, double star Other brands also took advantage of the opportunity to refurbish, and took advantage of the national tide to bring a wave of “memory killing” marketing, which not only earned the childhood feelings of young domestic consumers, but also made the old domestic brand famous and directly promoted sales.
The liquor industry, which has inherited thousands of years of history, culture and traditions, has also taken advantage of the opportunity to break the barriers. With the help of the national trend, it has launched a younger wine that is suitable for young people’s consumption habits and taste. Such as Beijing A toast of Erguotou, Liang Daxia, Yizui Xiaolang Wine, and Wuliangye Other wine brands have received the attention and love of young people.
These young wines show their individuality on the packaging, and the taste is soft and gentle. They can be used to drinking, and they also have their own topical and fashionable styles. The brand-new improvement that breaks through the traditional territory, coupled with the full emotions and the peculiar psychology of young people, gives the young wine lovers a rich and varied sense of experience and characteristics of the times. The lives of young people and consumer brands are becoming more and more closely connected with traditional culture.
In this wave of rejuvenation of liquor, a Hunanese, Fu Zhigang, must be mentioned.
With innate tyranny and ingenuity, Hunan native Fu Zhigang made young people fall in love with a sweet, moist, mellow and soft youthful taste. The young liquor brand “Liang Daxia” that he created has gained nearly 100 million fans and There has been an upsurge of “xia culture” in the north and south.
Let young people fall in love with Chivalry and Wine
This year, 39-year-old Fu Zhigang is also the number one figure in the liquor industry. Before founding “Da Xia Liang”, he worked for Jinliufu, a top 500 private enterprise in China, which was called the Wine Whampoa Military Academy by industry insiders. Fu Zhigang, who started as an ordinary employee, took five years to achieve the position of National Marketing Director of Jinliufu Liquor Industry and became the youngest executive of the company. He also sold 10 million bottles of Jinliufu within a month. Record.
Young and aspiring, with an annual salary of one million, Fu Zhigang is not reconciled to stop here.
After 80, he has always had a martial arts dream related to wine. In his heart, The real and hearty world is the world of knights and wine, and the world of justice. However, Fu Zhigang, who is very sensitive to marketing, found that the rigid packaging of traditional liquor and its extremely spicy taste have kept most young people away. This discovery made Fu Zhigang realize that the long-standing Chinese liquor culture and the rich sense of liquor experience would undoubtedly be very regrettable if the young people missed the tide of this era.
then, How to let young people understand the long-standing traditional Chinese liquor culture? How to change their stereotyped and outdated impression of liquor? How to make them really like Chinese liquor? It became the knot in Fu Zhigang’s heart. Seeing the problem, he began to work hard to find a solution.
At this time, Tao Shiquan, a fellow senior who worked with him at Jinliufu, also noticed this phenomenon. Riding the east wind of the Internet economy, Tao Shiquan in 2012 Resign decisively and succeed Established the “Jiang Xiaobai” wine brand that is very popular among young people, It broke the market dilemma of young people’s rejection of liquor in one fell swoop, and explored a new path for the rejuvenation of Chinese liquor.
In 2017, I felt that the Internet economy was promising and saw the feasibility of the Chinese liquor rejuvenation market. Fu Zhigang also resolutely gave up his senior management position and millions of annual salary, even sold his own house, joined the market, and created a more suitable experience for young people. And the younger liquor brand “Liang Daxia” of preference.
Before the emergence of Liang Daxia, the classification of Chinese liquor market had become mature, with many similar products, homogenized marketing routines, and there was almost no room for new products to be accepted. However, Liang Daxia succeeded in breaking through and quickly occupied the young people’s market.The shop has also begun to have “There is Jiang Xiaobai in the south and Hero Liang in the north” So, what exactly is Daxia Liang’s method of leveraging the market?
According to the founder, Fu Zhigang, Liang Daxia’s breakthrough originated from “understanding the way, taking advantage, and superior skills.”
“Mingdao”: the brand achieves “truth, goodness and beauty”
Fu Zhigang, who was born as a Fang Niu baby, loved Chinese traditional culture since he was a child, and was deeply influenced by Sun Tzu’s Art of War, Wang Yangming’s Philosophy of Mind, and Zeng Guofan’s Neo-Confucianism. Knowing the importance of “Tao, Power, and Skill” running through the front line, he boldly applied the ideas of “Dao, Power, and Skill” to the innovative practice of Liang Daxia liquor brand, and therefore became a young wine brand. Successfully break through. In his own words: “For three years, Da Xia Liang has not only not been put on the ground by the market, but has grown. This is a success in itself.
In Fu Zhigang’s concept, To accomplish something, a person must first understand why it is done and what it means. This is the “Ming Dao” in Sun Tzu’s Art of War. A brand is destined to exist to solve a certain social problem. This is the natural mission of the brand. Coming to explore the younger Chinese liquor market is the “Tao” of Da Xia Liang. Fu Zhigang believes that, in the context of the current consumption upgrade, finding a solution to the rejuvenation of liquor can touch the hearts of young people and open the door to wealth.
Based on the level of “Tao”, Fu Zhigang requires products to be “truth, goodness and beauty.”
The so-called “true”, Refers to the quality of the liquor itself, it must be the unique one among the same products; “good” It refers to the feelings of the product, which not only reflects the traditional culture, but also stimulates the resonance of consumers; “nice” It is the product’s aesthetic appeal in place, changing the dullness and outdatedness of traditional liquor from the packaging, name, and value meaning, and it is close to the aesthetics of the current young people to the greatest extent.
“High quality corresponds to truth, high feelings corresponds to goodness, and high appearance corresponds to beauty”, Fu Zhigang hoped that Hero Liang could make traditional liquor look new in these three dimensions.
In terms of quality, Fu Zhigang believes that “sweet, moist, mellow, and soft” are the primary factors that impress consumers and always rank first. “If a liquor tastes bad, the others are all fantasy.” Before the product of Liang Daxia was officially launched, it had undergone 192 blind taste tests, and it was not officially introduced to the market until it received 87% of the taste praise.
In terms of appearance, Fu Zhigang believes, “If the appearance cannot attract consumers, you will not even have the opportunity to reflect your connotation.” Therefore, Liang Daxia designed a “light-emitting yellow bottle”, which has been polished by more than ten crafts. , The bottle body presents a kind of glass texture, placed in a crowd of liquor, the recognition is very high, “let young people shine.”
In terms of feelings, Da Xia Liang pioneered a unique approach, and successively opened rivers and lakes pubs in various cities across the country. These rivers and lakes pubs are decorated with the experience of chivalrous culture as the starting point to provide gatherings, leisure and exchange places for young people who like knight culture.
In Fu Zhigang’s view, in order for a product to be favored by young people, not only the quality and packaging must be individual and fashionable, but it must also resonate with them in terms of emotions, collective memory and other internal environmental factors. It is the traditional Chinese knight culture that can combine the two.
What Liang Daxia conveyed to the world was to become a fellow young man on the road of struggle. Treat young people with traditional culture, and infuse them with passion, true colors, struggle, free and easy, responsible, and affectionate chivalrous personality. Hope that young people can be accompanied by these six chivalrous spirits, Go bravely and practice the beauty of life.
In the traditional Chinese cultural ideology, the chivalrous culture and the wine culture are always inseparable, and jointly promote the heroic and vast chivalry spirit. The use of chivalrous spirits to promote the rejuvenation of Chinese liquor has become an objective carrier of classic chivalrous culture. Abstractly chivalrous culture has become easier to inherit and carry forward and become more iconic.
Fu Zhigang said: “We hope Taking wine as an opportunity to establish a lasting emotional link for young people, connect and connect the power of young people’s hearts, so that those young people who are tired but still willing to chase their dreams can interact with each other in the rivers and lakes of Liang Daxia. Encourage and sympathize with each other. “
Da Xia Liang, who has longed for the truth, kindness and beauty in life, quickly won the recognition of the new generation of young people and inspired their enthusiasm for the consumption of improved versions of liquor. It also unintentionally closely coincides with the rising tide of the country, ethnic style, and Hanfu culture in recent years. Naturally, it unlocked the password for brand rejuvenation.
“Take advantage”: Take advantage of the east wind in the era of the rise of great powers
In terms of end consumers, Liang Daxia’s strategy is to “make clear”, that is, to create products that are true, good and beautiful. In terms of channels, Fu Zhigang puts forward the concept of “taking advantage”.
In the era of “mass entrepreneurship and innovation”, for those with entrepreneurial dreams, Da Xia Liang is obviously a good project with feelings and responsibility.
In Fu Zhigang’s view, good entrepreneurial projects have standards. “It allows customers to travel far and wide, by train and airplane from as far away as Xinjiang and other places”, Brand advantage Must be clearly visible:
1. Low risk and controllable: Liquor does not expire, the capital share is extremely low, and county-level cities only need one hundred thousand yuan to start;
2. Long lasting time: Liquor collection is not outdated, and the longer the time, the more you can gain and become a friend of time;
3. Sufficient growth: From an investment perspective, China’s liquor market has a trillion-level capacity, and its explosive power is very sufficient;
4. Great sense of brand: Entrepreneurs who invest in liquor can combine making money with a personal favorite culture and brand.
For the creation of product franchise channels, Liang Daxia is doing exactly according to these standards. A hundred thousand yuan can represent the Liang Daxia brand in county-level cities, which greatly reduces the threshold for entrepreneurship; through marketing and appeals to young people, it solves the gap in the liquor consumer group and expands the scale of consumers; builds through the connotation of “xia culture” Product brand power and so on.
Fu Zhigang introduced: “Some consumers drink small wine and gradually become partners and own people of Daxia Liang. And this is also in the past three years, Daxia Liang’s influence and sales have continued to expand, and he has become more and more personal. The main reason is known.”
On the other hand, it coincides with the renaissance of the “national tide” culture and the rise of national cultural self-confidence in many products. The heroic cultural characteristics of Liang Daxia itself can easily attract traditional culture lovers and entrepreneurs.Therefore, in the process of building an exclusive marketing team, Liang Daxia proposed “Don’t look for agents, just look for cultural spokespersons” Slogan.
At present, Liang Daxia has nearly 400 cultural spokespersons all over the country, and they are scattered to various county-level markets. As far as Golmud, Haixi County in Northwest China, and even cities such as Kashgar in Xinjiang, there are entrepreneurs and distributors of Liang Daxia.
Through the Internet, Fu Zhigang continues to empower the team, leading the team through the overall design mechanism such as online data plan explanation, online and offline market training, intra-city and same-town bond management, employee initial development planning, professional marketing activities, and other overall design mechanisms, and cooperate with distributors and partners To achieve a win-win situation.
Fu Zhigang concluded that Da Xia Liang could achieve rapid development, Mainly with the help of the following two “potential” energies: First, Quick response to the general trend of the “consumption upgrade” era; second, This fully satisfies the psychological appeal of consumers’ yearning for traditional chivalrous culture.
“Excellent Skills”: Three major campaigns for marketing
For Liang Daxia, “Ming Dao” is the pursuit of truth, goodness and beauty; “Take advantage” is to meet the needs of the times and the psychological consumption of the public; “Excellent skill” is a unique marketing strategy: terminal (outlet) battles, group buying battles, and traffic battles.
For example, in the use of traffic resources, Fu Zhigang placed limited resources in the most critical position. He believes that in the era of information fragmentation, perhaps Liang Daxia is not well-known on TV screens, but on the mobile side, he must maintain unparalleled activity.
Liang Daxia’s chivalrous cultural gene is particularly suitable for content story marketing. That is, relying on the hard-core quality of wine and good brand stories, we will continue to exert our efforts in the field of consumer ideology and continue to form an influence. As far as content is concerned, Liang Daxia focuses on three aspects to consolidate market awareness:
■Good brand story
Become a brand with yourself. Fu Zhigang, who has been a farmer and the founder of the brand, said that from the beginning of his work, he joined a well-known enterprise called the Whampoa Military Academy. He was the first batch of Chinese liquor industry born in the 1980s. He is not only the founder of Liang Daxia’s youthful liquor brand, but also a stickler who has been working in the liquor industry for more than ten years.
■Good product
From the Tao level, insist on making products that are true, good and beautiful. Visiting famous Chinese liquor masters to strictly control the taste and quality of the liquor; from packaging design to naming, careful consideration, step by step.
■Good IP development prospects and space
Fu Zhigang’s plan for Da Xia Liang is extremely long-term. The first is to commercialize Hero Liang, turning him into a living person. Secondly, Da Xia Liang gradually turned into a classic IP similar to Marvel movies and Disneyland; became a cultural symbol of chivalry passed on from China to the world; he could even gradually become the protagonist of movies and animations, full of his own soul and story…
Up to now, the growth rate of Liang Daxia’s brand capacity and sales has been more than three times faster than that of the start-up period. The capital valuation in 2019 reached 500 million yuan.
Build and test teams in business wars
“The fierce generals must be sent to the army, and the prime ministers must be sent to the state and county. Fu Zhigang used this sentence to express Liang Daxia’s talent selection and team building logic.I.e. from To cultivate people in practice, build and test teams in business battles.
Fu Zhigang said frankly: In the past three years, Liang Daxia has been able to continuously expand and grow. In addition to following the underlying logic of “Taoism”, it is inseparable from the team members’ hard work in the market, and countless cities. Offline training is inseparable from the Xiangyang City Light-up event, China’s Chivalrous Good Landlord Initiative (rent free during the epidemic period to send Liang Daxia liquor), and the organization of weekend charity activities (for the elderly, school condolences, various cultural expressions of chivalrous), etc. Business deduction.
Fu Zhigang emphasized: Whether in the past or in the future, Da Xia Liang’s executives will come from the front lines of the market, rather than professional managers who are airborne. Because, in the process of promoting the rejuvenation of Chinese liquor, what we have always been fighting for is a kind of cognition, a kind of unity of values, and what we believe is miracles in action. And as long as he enters the door of Liang Daxia, he will definitely be able to feel the impact mentally and cognitively.
“Respect for love, love for struggle, and responsibility are the core values advocated by Mr. Liang Daxia. Therefore, we advocate and call on everyone, To start a business like a hero, with enthusiasm and responsibility, not just for money, to do a certain thing. “
In Fu Zhigang’s view, only if young people dare to be their own heroes can they become heroes of the times. But in China, every young man who is in the world may have such an idea. With stunts in their bodies, and in their hearts, this group of young people who love to drink Heroes Liang has the courage to travel through time and space, and the tenderness of being kind to life. Through Heroes Liang, they take advantage of their age in poetry and wine. This is exactly the life experience and lifestyle that Liang Daxia hopes to give young people.
“I haven’t been fucked down since I was born”, Behind Liang Daxia’s ability to go all the way up, there is a complete set of underlying logic and implementation.
The outside world has always thought that Da Xia Liang is just playing emotional cards, playing pan-entertainment marketing, and playing routines. but in fact, From the perspective of the long-standing Chinese traditional culture’s macroscopic pattern of understanding, taking advantage, and superior skills, the past, present, and future of Liang Daxia are instantly clear. (Text / Known)
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