As the wheel of time keeps rolling forward, the main body of consumption in society is also constantly changing. Nowadays, the main body of consumption is continuously tilting towards the young groups of the post-95s and post-00s, who are collectively referred to as Generation Z. For them, their consumption concept is more inclined towards "heart price ratio," which is "I like it." For example: products with high appearance, strong personality, and high recognition of hobbies.
Is "cost-effectiveness" outdated, and "heart price ratio" becoming the key?
The consumption concept of the mainstream consumer group seems to be the weathervane in the market. From the initial rational return, the rise of "cost-effectiveness," the strong rise of various brands and markets such as Mixue Bingcheng, Pinduoduo, and naked bottle liquor. Then to the era of the beauty economy, the rise of "face price ratio," and the rise of various high-value products such as Qu Wan. Now, in the era of "heart price ratio," major companies have also entered the market one after another, what kind of innovation will they make?
Take the white wine market as an example, it seems that there is a problem of disconnection between young people and the traditional white wine market, whether it is from "cost-effectiveness," "face price ratio," or "heart price ratio," and this problem still exists, and there is a trend of intensifying. In this situation, many traditional white wine companies have begun to seek changes, and many new people have also entered the market.
The combination of old brands and post-90s, this "donkey" has both traditional and trendy genes!
"Lv Ti Ma" is one of the many newcomers, but don't underestimate this "donkey," it is a product that combines the traditional genes of Chinese old brands and the trendy genes of post-90s young people, and it is a product that combines "cost-effectiveness," "face price ratio," and "heart price ratio."
Why do we say this? First of all, this "donkey" has both tradition and trend because it is jointly created by Beijing Erguotou Liquor Factory, one of the three major liquor factories in Beijing with the title of Chinese old brand, and a post-90s entrepreneur "Qin Nan" specially for young people. It not only has both tradition and trend in product creation but also uses both means of communication.
Secondly, its "cost-effectiveness," "face price ratio," and "heart price ratio" are mainly reflected in the creation of its products. In-depth understanding of young people's preferences, creating from taste, packaging, culture, and pricing in all aspects. To this end, Qin Nan has fully exerted his Xu Sanduo "never give up, never give up" characteristics and has made great efforts to achieve the goal.
A combination of "cost-effectiveness," "face price ratio," and "heart price ratio"!Compared to the pungent taste and strong aftertaste of traditional Chinese liquor, young people, due to their fast-paced lives, prefer a mild taste and a feeling that doesn't lead to a hangover. To cater to this preference, the team engaged in in-depth discussions with the Beijing Erguotou Distillery and decided to innovate while ensuring the quality of the product. They invited Chinese liquor appraisal masters Gao Lianhua and her husband, Gong Xianwen, to personally brew the liquor. After numerous rounds of blending and tasting, they finally created a pure grain liquor that is "rich in aroma, soft and smooth when sipped, sweet aftertaste, and pleasant without a hangover."
In contrast to the heavy packaging and culture of traditional Chinese liquor, young people favor packaging that is personalized, trendy, and culturally resonant. To achieve this, Qin Nan and his team, after reviewing thousands of liquor packaging designs, chose a bottle shape that combines Chinese and Western elements, with an upper round and lower square design. They adopted a striking emerald green color, paired with off-white. However, Qin Nan felt that this was not enough; the packaging lacked personality, fun, and recognition... it seemed to have hit a creative block.
But after days of pondering, Qin Nan was inspired by an anecdote from historical records about the predecessor of Erguotou, Jinlan liquor, which was said to "not only fail to intoxicate a donkey but also make it kick a horse." This not only amused Qin Nan but also reminded him that the liquor he was creating was also "pleasant without a hangover." Thus, he named the liquor "Lv Ti Ma" (Donkey Kicking Horse), and his own "stubborn donkey spirit" like Xu Sanguo's "never give up, never abandon" attitude also infused the brand with a soulful character. He even depicted the endearing "donkey" on the bottle, giving it aesthetic appeal, recognition, and fun.
With both "aesthetic value" and "emotional value" in place, the "performance value" seemed lacking. To address this, the team conducted thorough market research and ultimately chose a price range of 30-40 yuan, making the product officially "launched."
Taking a dual approach, the valuation exceeded 100 million within half a year.
In an era where even the finest liquor fears being hidden in a deep alley, the team adopted a marketing strategy that combines tradition with trendiness. Tradition is reflected in the large-screen advertisements in major offline business areas and the creation of offline markets; trendiness is reflected in the online creation of the Liang Xia IP, the spread of various emoticons and jokes, and collaborations with popular films and television shows, as well as endorsements from popular celebrities.Thus, this "donkey" was valued at over a hundred million by capital in just half a year, entering dozens of districts and counties such as Changsha and Qingdao, and creating a "green storm" in the offline market.
