As the motherland strides into a new era, a variety of "new" things emerge in life, such as new-style tea drinks, new-style hot pots, and new-style pastries. It seems that in this new era, anything labeled with the word "new" becomes extraordinarily popular.
The market share reaches a hundred billion, and the "survivors" after the ebb of new consumer goods!
With more and more new consumer brands receiving hundreds of millions of dollars in large financing rounds, the wave of new consumption has become increasingly fierce. However, the good times didn't last long, and by the second half of 2021, the continuous negative news seemed to have brought a "cold snap" to this wave of new consumption!
Surprisingly, after the setbacks for previously popular brands in new catering and new tea drinks, there is an industry that has been spared, with a market share reaching 180 billion yuan! It is the tavern industry that has recently become the focus of major capital.
As a result, various taverns have sprung up in the market. For example, Luzhou Laojiao has created a "High Light Luxury Pop-up Store" in Chengdu, defining a "new way to play" with white liquor; Jiang Xiaobai's tavern, which focuses on the "taste of wine and dishes"; and Yanjing Beer's community tavern, among others.
Cultural empowerment, nearly a hundred stores opened in half a year.
However, many people are asking, in the current climate where new consumption is cooling down, how should the small tavern market, mainly led by liquor companies, play to stand out among the crowd of taverns? The Liang Daxia Jianghu Tavern, which has recently opened nearly a hundred stores across the country, has answered this question with practical action.Liang Daxia's Jianghu Tavern sets itself apart from other taverns not only by focusing on product innovation and service but, more importantly, by emphasizing the empowerment and implementation of culture. From its name, one can sense a strong Jianghu (martial world) atmosphere. In an era filled with anxiety and unease, Liang Daxia aims to accompany and encourage the younger generation with the Jianghu spirit of "loyalty, struggle, authenticity, responsibility, carefreeness, and passion."
To achieve this, Liang Daxia has put in significant effort, infusing a Jianghu vibe into every aspect of the tavern. The most important element, the liquor itself, is not only a collaboration with the century-old "Beijing Erguotou Distillery," inheriting its century-old brewing techniques, but also features the personal concoction by the renowned Chinese liquor appraiser Gao Lianhua and his spouse. After numerous iterations and refinements, they have created a smooth sorghum liquor that is "sweet and gentle on the palate, delicious without a headache."
Moreover, to cater to the contemporary aesthetic preferences of young people, they have spent a hundred thousand on air tickets to travel across the globe in search of inspiration. After dozens of prototyping attempts, they have crafted an amber glass bottle resembling a wine pot, with a texture akin to glass and a pattern that resembles both water ripples and tree rings. The image of a chivalrous hero on the bottle catches the eye, and the mechanism at the bottom has earned it the nickname "confession device" among netizens.
Cultural Implementation, Walking with the Youth
The above descriptions are the internal structure and the foundation for the implementation of culture. The most important reflection of cultural implementation is seen in the establishment of the Jianghu tavern and its practical actions. First, upon entering Liang Daxia's Jianghu Tavern, the antique plaque at the entrance and the red lanterns, a staple of ancient inns, instantly immerse visitors in the atmosphere at night. The tavern's wooden-style tables and chairs, the various private rooms designed with Jin Yong's martial arts stories as themes, and the carefree calligraphy on the tavern walls further enhance the Jianghu ambiance.
The practical actions of Liang Daxia's "chivalrous culture" are evident during the pandemic, with the launch of the "Chivalrous Good Landlord" plan to alleviate the rent burden for distributors; the ongoing "Liang Daxia New Youth Entrepreneurship Plan," which establishes a 50 million hero fund to encourage young entrepreneurship. In addition, they also provide free design and renovation support for potential catering partners in the creation of Jianghu taverns.
