After launching cross-border perfumes, Luzhou Laojiao and Uncle Tongdao increase sales of Constellation liquor

Liquor leader Luzhou Laojiao cooperates with Mr. Dao, a big IP from Constellation. What kind of sparks will be created between the two parties?

Luzhou Laojiao announced on the evening of December 28 that its subsidiary Luzhou Laojiao Baidiao Liquor Industry (hereinafter referred to as Luzhou Laojiao Baidiao) and Shenzhen Tongdao Uncle Cultural Communication Co., Ltd. (hereinafter referred to as Tongdao Uncle) ) *** jointly invested in the establishment of Luzhou Baidiao Tongdao Uncle Constellation Liquor Sales Co., Ltd.

Luzhou Laojiao said that this move is intended to promote the development of the company’s younger and more fashionable product lines.

Following the cross-border perfume launch, Luzhou Laojiao has set its sights on the Internet Constellation Big IP Fellow Uncle.

On September 8 this year, Luzhou Laojiao Baidiao and Uncle Tongdao cooperated cross-border and held a new product launch conference in Taikoo Li, Chengdu. The two parties signed a cooperation agreement and officially launched the Constellation Xiaojiu.

This time, the two parties once again joined forces to establish the Constellation alcohol sales company, mainly targeting young consumer groups. It is understood that the newly established company has a registered capital of 5 million yuan, and Luzhou Laojiao Baidiao invested 3.5 million yuan in cash, accounting for 70% of the total share capital, and is the controlling shareholder. Uncle Tongdao invested 1.5 million and held 30% of the shares.

In Luzhou Laojiao’s view, this move is to promote the company’s youthful and fashionable product line development. The partner this time is Uncle Tongdao, who is good at making pointless comments in a simple and crude style. He has a total of more than 35 million fans on various platforms.

Luzhou Laojiao has also been focusing on exploring the market with innovative marketing ideas such as the Internet and big data. At the beginning of 2017, Luzhou Laojiao launched "Peach Blossom Drunk" in conjunction with the popular TV series "Three Lives Three Worlds, Ten Miles of Peach Blossom"; at the beginning of 2018, it launched the "Whispering" custom perfume, which was once sold by scalpers for 999 yuan a bottle, making it a veritable hit.

Wan Xinggui said that the purpose of this cross-border marketing between the two parties is to win more young consumer groups. In his opinion, the cooperation between Luzhou Laojiao and Uncle Tongdao is a new attempt. "It is gratifying to dare to try. Subsequent development also depends on the product itself, marketing and market system, as well as whether the product solves consumer pain points and how to tap potential emerging consumer groups."

With the consumption Scene changes, the penetration of wine and beer have made young consumers more diversified in their consumption, and liquor is no longer their first choice. The spicy taste of liquor and the strong discomfort after drinking are also difficult to please young people. Against this background, liquor, which has always given people a traditional and conservative impression, has also tried to adapt to the tastes of young people in terms of packaging, price, taste and marketing in recent years to compete for the future market of this consumer group.

"People under 35 years old generally prefer youthful and fashionable liquors, but as personal social roles and experiences change, traditional liquors will be more preferred. As we all know, no matter how lively the annual sugar and wine fair is, The real star of the China Food and Drinks Festival is liquor,” said Zhao Yixiang.

Public data shows that as age increases, the frequency of men drinking liquor shows a positive growth trend. Among men aged 45 to 60, the proportion of consumers who drink liquor every day is 34, which is higher than that of men aged 30 or 30. ~This data is 11 percentage points higher for consumers aged 45 and under 30 and 24 percentage points higher.

Zhao Yixiang said that the primary factor that determines product trends is the demographic structure. The consumption habits of the post-90s and post-00s generations are quite different from the current mainstream liquor consumers. Therefore, youth and fashion liquors have emerged as a specialty. Special varieties and demand-driven products determined by the population structure.

Wan Xinggui believes that the rejuvenation of liquor should emphasize the rejuvenation of liquor consumption, and the form of liquor can also be rejuvenated, including product packaging, product form, and taste, which must adapt to the habits of young consumer groups. "Liquor is sold in the market In the process, it is very critical to make the healthy consumption habits and drinking concepts of liquor deep into the consumer group, and to use rational industry concepts to promote the healthy development of liquor."

Daily Economic News