1 thought on “Yu Tang Sports Report ｜ Market analysis of liquor industry (below): Sports marketing exploration of top brands”
Sandy
Here Yu Tang Sports focuses on the sports marketing strategies of several important domestic liquor brands in China, hoping to bring more thinking and inspiration to the industry. After thousands of years of development and evolution, liquor culture has been rooted in my country's cultural genes. Due to the large population base in my country and the common habit of drinking liquor, the total consumption of liquor products is high. According to the sales data provided by the authoritative data website Statista, in 2018, liquor is the highest sales of the international distilled wine industry. In addition, under the diversified needs of the market, the number of liquor merchants has shown a rapid growth trend. In 2017, there were 1,593 liquor companies above designated size, an increase of 0.95%year -on -year. In recent years, the Chinese wine industry has continuously consolidated the international influence of wine culture with the help of Chinese culture. The top domestic liquor companies in China have accelerated the implementation of international strategic steps. However, in general, the export scale and sales scale of my country's liquor are very limited. In different economic and cultural environments abroad, the promotion of liquor products is facing heavy barriers. . After decades of deep cultivation, some domestic heads of liquor brands have also begun to occupy an important position in the global spirits industry, which also shows that Chinese liquor companies have more room for expansion in the international market. With the gradual saturation of the domestic market, if companies want to seek further development, while innovating product content and attempting different marketing methods, markets with small march occupation have become inevitable. In in recent years, the marketing trend of the years is more and more enthusiastic about marketing methods other than traditional advertising, and sports sponsorship has become a firm choice for many top brands. In the domestic market, they use sports to contact the fixed circle to stabilize the foundation of consumer groups. In the international market, they use top competitions as stairs. While promoting Chinese liquor culture, they also label themselves for themselves. Here Yu Tang Sports focuses on elaborating the sports marketing strategies of several important domestic liquor brands in China, hoping to bring more thinking and inspiration to the industry. Mumai wine is Chinese traditional specialty wine. One of the three major distilled wines with Scotch whiskey and French Copinic Bailan, and the originator of Dakutan sauce -flavored liquor, has a history of more than 800 years. As an old -fashioned company in China, Guizhou Moutai has a long history and unique craftsmanship, and the name of "National Wine" has provided a deep resource advantage for the brand building of Moutai. It 2019 is a key year for Moutai Group to achieve the "100 billion target". With the continuous heat of the brand heat, Moutai Group has worked hard on positioning, direction, weight loss, standardization, and reform, accelerate the construction of cultural Moutai, further strengthen the ingenious concept of "quality as life", and incentive and cultivate suppliers of integrity operations. , Manufacturers together with the Moutai's distribution system, devoted to environmental protection and precision poverty alleviation, in order to brighten the "golden signboard" of Moutai. In recent years, as the commercial value of the sports industry has gradually been developed, more and more liquor companies have begun to try sports marketing. With the help of sports advocating health, they need to strengthen the cultural connotation of liquor products to the public. As a leading company in the liquor industry, Guizhou Maotai also tested water in the sports industry. From the perspective of the brand's public welfare undertakings, Moutai sauce wine actively carried out square dance activity. To accurately meet the needs of the target population, this is the foundation of the brand activity to be stable and far away, and it is also the final expression of the purpose of the Moutai sauce series wine "to benefit the people". While actively entering domestic sports events, Maotai also focuses on the international market, joining the international top competitions and clubs to expand the international market with the help of high -quality IP. In January 2018, the Golden State Warriors played with the Cleveland Cavaliers, and a huge red advertisement appeared on the big screen behind the Tencent NBA studio. The eight eye -catching characters of "National Wine Moutai, National Boutique" jumped. Prior to this, Maotai had purchased the advertising seat on the basketball rack at the Golden State Warriors. This time to choose to cooperate with the NBA broadcast platform Tencent, it can be regarded as further strengthening its connection with NBA resources. The same year, Moutai also reached strategic cooperation with the Serie A Milan Football Club. Moutai Technology became the official partner of Inter Milan in Greater China, North America and Southeast Asia. This cooperation was the first time that Moutai Technology opened with sports, and it was also the first time that they had gone abroad and conducted cross -border cooperation with international brands. With the charm of sports events, Guizhou Maotai is intended to further expand overseas markets, which is also the purpose of transnational and cross -border marketing. I. As the old name of my country's liquor industry, Wuliangye Wine has won the Gold Award of the "Panama World Expo" for the first time in 1915, and has won a total of 39 international gold awards at the world's expo. High -quality products drive output and sales to increase year by year. In 2018, Wuliangye Group achieved sales revenue of 93 billion yuan. In 2020, the company ranked 768th in the Global 2000 list of Forbes, and 26th in the "2020 Chinese Brand 500" rankings. In from the product structure of Wuliangye, it can be seen that the company's new market situation will continue to stabilize the high -end liquor market. Getting forward with the times, market -oriented, and helping products in new situations in new situations to a wider and more comprehensive consumer group. I. As a long -established national brand, Wuliangye Group also puts its own focus on sports marketing in content with national characteristics. In 2008, Wuliangye Group reached a strategic cooperation with the National Sports Archery Sports Management Center and was awarded an excellent partner of the "National Shooting Team and the National Flying Store Shooting Team". In 2013, Wuliangye became the main title of the Chinese table tennis team and the official main title of the Chinese Table Tennis Association, and fully supported the "National Ball" to prepare for the 2016 Olympic Games, and used "marriage" to further shape and strengthen the brand advantage. In addition, Wuliangye always supports sports events held locally in Yibin. The 2016 National Archery Championship and the 2018 Nanxi China Automotive Field Cross -Country Championships were supported by Wuliangye. I. As a high -quality product of the group, Wuliangye has also built in the domestic sports industry in recent years. In 2015, Wuliangye 1618 assisted in hosting the 22nd Global Chinese Badminton Championship. This event attracted 4,380 players from more than 20 countries and regions to participate, and its participation scale broke the Guinness World Record. The scale of such an competition coincides with the marketing strategy of Wuliangye 1618. With such high -quality events, the company highlights the cultural value of the product and achieves the organic unity of economic and social benefits. With sports marketing, Wuliangye 1618 effectively enhances the reputation and social value of the product, which will help enterprises establish a good interactive relationship with consumers, and finally realize the establishment of consumer groups and the rise in sales. In recent years, with the increasing demand for liquor companies to expand overseas markets, Wuliangye has also begun to focus on top sports IPs with international influence. In 2019, Wuliangye joined hands with Shiseido's Shenzhen WTA year -end finals as a "top partner". The two will work together to promote the vigorous development of China's tennis business. Shiseido Shenzhen WTA year -end finals are the highest -level single sports events since the founding of Shenzhen. It is also the highest -level tennis event in Asia and the highest global women's tennis events. The Yanghe has won many "international wines" and was selected as the eight major wines in China. In December 2019, Yanghe was selected as 100 brands of the 2019 China Brand Gessor Ceremony. Unlike Moutai, Wuliangye, etc., which are derived from the main producing area of the southwest liquor, the history of production and its long liquor brands, the Yanghe series products come from the distant "Yangtze River Delta" area, and the cultural accumulation is relatively weak. In the process of product marketing, the enterprise almost almost It is impossible to occupy the slightest advantage at the culture and place of origin. Therefore, Yanghe relied on its own product characteristics and the living habits of modern work. Relyingly on the development of modern information technology, Yanghe carefully designed at the promotion level, and launched an integrated marketing system covering all aspects. Enterprises lay out TV advertisements online, with "Chinese Dream, Dream Blue" as the starting point to carry out large -scale advertising. In recent years, in the context of media diversification and information fragmentation, brand creation has increased difficulty. Yanghe's creation of the brand also keeps pace with the times, focuses more on marketing content, conducts brand promotion related and closely integrated brand, and quickly seizes consumers' minds in a "subtraction" method. This is the area where young consumer groups gather, and Yanghe Co., Ltd., which positions the new generation of consumer markets, also use sports marketing as an important part of the enterprise marketing system. In 2015, the company sponsored the Nanjing International Marathon and began to create my own running event IP- "looking for the blue of heaven". In 2016, the Chinese Dream · Dream Blue series became the official sponsor of the National Men's Basketball League (NBL). In 2017, Yanghe · Mengzhi Lan became the official liquor supplier of the Super League of the Super League, which marked that Yanghe Co., Ltd. has reached a new level in the field of sports marketing. While with the help of top -level events, companies show the public to the public that the brand cares about the development of the football industry is very hot. It chooses to support it when the development of the national football team is not good. Excellent social benefits. The improvement of social reputation will naturally bring a high market reputation to the brand. The Laojiao in Luzhou, Sichuan, is one of the four oldest wines in China. Its 1573 National Treasure Cellar Pond Group became the first national key cultural relics protection unit in the industry in 1996. In 2006, traditional brewing skills were selected as the first batch of national intangible cultural heritage lists. Known as "brewing of living relics" and "Chinese liquor appreciation standard wine". In December 2019, Luzhou Laojiao was selected as 100 brands of the 2019 Chinese Brand Gexia Ceremony. I. as an old liquor company, Luzhou Laojiao and industry giants such as Maotai and Wuliangye emphasize tradition. The strategy of returning to classics is different. Luzhou Laojiao customizes the potential young consumer groups. Marketing strategy. During the 2018 World Cup and Christmas, Luzhou Laojiao launched the wine -hearted chocolate football version and the planet's theme wine chocolate, close to the market hotspot, and once became the top card of netizens. In a marketing camp, Luzhou Laojiao did not blindly highlight the cultural tradition of the company's own own. Instead, it focused on the current social hotspots. From the perspective of target groups and young consumers The vitality behind the image shows consumers. In the eyes of a new generation of consumers, taste and cultural heritage are no longer the only criterion for measuring product value. It's intended to work among the young groups. In April 2017, the Luzhou Laojiao Cup ITF International Men's Tennis Tour · Luzhou stood at the Tennis Center of the Luzhou Olympic Sports Park. As the title company of this competition, Luzhou Laojiao showed it. Its extraordinary brand image and cultural connotation. In June of the same year, the first "Luzhou Laojiao · Guojiao 1573 Cup" Badminton League was launched. In 2018 is a year for Luzhou Laojiao to make full efforts in the field of overseas marketing. The World Cup in Russia is undoubtedly the most important sports competition at that time, and Guojiao 1573 became the official white wine for the event. The spirit and claim of promoting world cultural exchanges with culture transmitted by Guojiao 1573, and the spiritual connotation of combining collisions with the World Cup to promote different civilizations is highly consistent. At the same time, as the international leader of Chinese liquor, with the popularity of Chinese culture in the world, consumers of various countries are eager to understand and try Chinese liquor, especially in Russia, a country that integrates wine into national blood, Luzhou Laojiao series products He and Guojiao 1573 have a very high liquor brand awareness. In October 2018, Luzhou Laojiao signed a contract with the Australian Tennis Open. The two sides reached the cross -border handling of Chinese liquor and tennis in the form of strategic cooperation. Luzhou Laojiao officially became the official partner of the Australian Open, and Guojiao 1573 became the only designated white wine in the Australian Tennis Open. This is the first time in the history of the Australian Open with the Chinese liquor brand. Luzhou Laojiao is also the highest -level Chinese partner in the history of the Australian Open. The authority and influence of top -level events IP will be displayed to the public in the specific scenarios. As a top sponsor, companies can rely on competition resources to carry out marketing in a higher level, further release the commercial value of marketing, and improve the quality and level of marketing.
Here Yu Tang Sports focuses on the sports marketing strategies of several important domestic liquor brands in China, hoping to bring more thinking and inspiration to the industry.
After thousands of years of development and evolution, liquor culture has been rooted in my country's cultural genes. Due to the large population base in my country and the common habit of drinking liquor, the total consumption of liquor products is high. According to the sales data provided by the authoritative data website Statista, in 2018, liquor is the highest sales of the international distilled wine industry. In addition, under the diversified needs of the market, the number of liquor merchants has shown a rapid growth trend. In 2017, there were 1,593 liquor companies above designated size, an increase of 0.95%year -on -year.
In recent years, the Chinese wine industry has continuously consolidated the international influence of wine culture with the help of Chinese culture. The top domestic liquor companies in China have accelerated the implementation of international strategic steps. However, in general, the export scale and sales scale of my country's liquor are very limited. In different economic and cultural environments abroad, the promotion of liquor products is facing heavy barriers.
. After decades of deep cultivation, some domestic heads of liquor brands have also begun to occupy an important position in the global spirits industry, which also shows that Chinese liquor companies have more room for expansion in the international market. With the gradual saturation of the domestic market, if companies want to seek further development, while innovating product content and attempting different marketing methods, markets with small march occupation have become inevitable.
In in recent years, the marketing trend of the years is more and more enthusiastic about marketing methods other than traditional advertising, and sports sponsorship has become a firm choice for many top brands. In the domestic market, they use sports to contact the fixed circle to stabilize the foundation of consumer groups. In the international market, they use top competitions as stairs. While promoting Chinese liquor culture, they also label themselves for themselves. Here Yu Tang Sports focuses on elaborating the sports marketing strategies of several important domestic liquor brands in China, hoping to bring more thinking and inspiration to the industry.
Mumai wine is Chinese traditional specialty wine. One of the three major distilled wines with Scotch whiskey and French Copinic Bailan, and the originator of Dakutan sauce -flavored liquor, has a history of more than 800 years. As an old -fashioned company in China, Guizhou Moutai has a long history and unique craftsmanship, and the name of "National Wine" has provided a deep resource advantage for the brand building of Moutai.
It 2019 is a key year for Moutai Group to achieve the "100 billion target". With the continuous heat of the brand heat, Moutai Group has worked hard on positioning, direction, weight loss, standardization, and reform, accelerate the construction of cultural Moutai, further strengthen the ingenious concept of "quality as life", and incentive and cultivate suppliers of integrity operations. , Manufacturers together with the Moutai's distribution system, devoted to environmental protection and precision poverty alleviation, in order to brighten the "golden signboard" of Moutai.
In recent years, as the commercial value of the sports industry has gradually been developed, more and more liquor companies have begun to try sports marketing. With the help of sports advocating health, they need to strengthen the cultural connotation of liquor products to the public. As a leading company in the liquor industry, Guizhou Maotai also tested water in the sports industry.
From the perspective of the brand's public welfare undertakings, Moutai sauce wine actively carried out square dance activity. To accurately meet the needs of the target population, this is the foundation of the brand activity to be stable and far away, and it is also the final expression of the purpose of the Moutai sauce series wine "to benefit the people".
While actively entering domestic sports events, Maotai also focuses on the international market, joining the international top competitions and clubs to expand the international market with the help of high -quality IP. In January 2018, the Golden State Warriors played with the Cleveland Cavaliers, and a huge red advertisement appeared on the big screen behind the Tencent NBA studio. The eight eye -catching characters of "National Wine Moutai, National Boutique" jumped. Prior to this, Maotai had purchased the advertising seat on the basketball rack at the Golden State Warriors. This time to choose to cooperate with the NBA broadcast platform Tencent, it can be regarded as further strengthening its connection with NBA resources.
The same year, Moutai also reached strategic cooperation with the Serie A Milan Football Club. Moutai Technology became the official partner of Inter Milan in Greater China, North America and Southeast Asia. This cooperation was the first time that Moutai Technology opened with sports, and it was also the first time that they had gone abroad and conducted cross -border cooperation with international brands. With the charm of sports events, Guizhou Maotai is intended to further expand overseas markets, which is also the purpose of transnational and cross -border marketing.
I. As the old name of my country's liquor industry, Wuliangye Wine has won the Gold Award of the "Panama World Expo" for the first time in 1915, and has won a total of 39 international gold awards at the world's expo. High -quality products drive output and sales to increase year by year. In 2018, Wuliangye Group achieved sales revenue of 93 billion yuan. In 2020, the company ranked 768th in the Global 2000 list of Forbes, and 26th in the "2020 Chinese Brand 500" rankings.
In from the product structure of Wuliangye, it can be seen that the company's new market situation will continue to stabilize the high -end liquor market. Getting forward with the times, market -oriented, and helping products in new situations in new situations to a wider and more comprehensive consumer group.
I. As a long -established national brand, Wuliangye Group also puts its own focus on sports marketing in content with national characteristics. In 2008, Wuliangye Group reached a strategic cooperation with the National Sports Archery Sports Management Center and was awarded an excellent partner of the "National Shooting Team and the National Flying Store Shooting Team". In 2013, Wuliangye became the main title of the Chinese table tennis team and the official main title of the Chinese Table Tennis Association, and fully supported the "National Ball" to prepare for the 2016 Olympic Games, and used "marriage" to further shape and strengthen the brand advantage. In addition, Wuliangye always supports sports events held locally in Yibin. The 2016 National Archery Championship and the 2018 Nanxi China Automotive Field Cross -Country Championships were supported by Wuliangye.
I. As a high -quality product of the group, Wuliangye has also built in the domestic sports industry in recent years. In 2015, Wuliangye 1618 assisted in hosting the 22nd Global Chinese Badminton Championship. This event attracted 4,380 players from more than 20 countries and regions to participate, and its participation scale broke the Guinness World Record. The scale of such an competition coincides with the marketing strategy of Wuliangye 1618. With such high -quality events, the company highlights the cultural value of the product and achieves the organic unity of economic and social benefits. With sports marketing, Wuliangye 1618 effectively enhances the reputation and social value of the product, which will help enterprises establish a good interactive relationship with consumers, and finally realize the establishment of consumer groups and the rise in sales.
In recent years, with the increasing demand for liquor companies to expand overseas markets, Wuliangye has also begun to focus on top sports IPs with international influence. In 2019, Wuliangye joined hands with Shiseido's Shenzhen WTA year -end finals as a "top partner". The two will work together to promote the vigorous development of China's tennis business. Shiseido Shenzhen WTA year -end finals are the highest -level single sports events since the founding of Shenzhen. It is also the highest -level tennis event in Asia and the highest global women's tennis events.
The Yanghe has won many "international wines" and was selected as the eight major wines in China. In December 2019, Yanghe was selected as 100 brands of the 2019 China Brand Gessor Ceremony. Unlike Moutai, Wuliangye, etc., which are derived from the main producing area of the southwest liquor, the history of production and its long liquor brands, the Yanghe series products come from the distant "Yangtze River Delta" area, and the cultural accumulation is relatively weak. In the process of product marketing, the enterprise almost almost It is impossible to occupy the slightest advantage at the culture and place of origin. Therefore, Yanghe relied on its own product characteristics and the living habits of modern work.
Relyingly on the development of modern information technology, Yanghe carefully designed at the promotion level, and launched an integrated marketing system covering all aspects. Enterprises lay out TV advertisements online, with "Chinese Dream, Dream Blue" as the starting point to carry out large -scale advertising. In recent years, in the context of media diversification and information fragmentation, brand creation has increased difficulty. Yanghe's creation of the brand also keeps pace with the times, focuses more on marketing content, conducts brand promotion related and closely integrated brand, and quickly seizes consumers' minds in a "subtraction" method.
This is the area where young consumer groups gather, and Yanghe Co., Ltd., which positions the new generation of consumer markets, also use sports marketing as an important part of the enterprise marketing system. In 2015, the company sponsored the Nanjing International Marathon and began to create my own running event IP- "looking for the blue of heaven". In 2016, the Chinese Dream · Dream Blue series became the official sponsor of the National Men's Basketball League (NBL). In 2017, Yanghe · Mengzhi Lan became the official liquor supplier of the Super League of the Super League, which marked that Yanghe Co., Ltd. has reached a new level in the field of sports marketing.
While with the help of top -level events, companies show the public to the public that the brand cares about the development of the football industry is very hot. It chooses to support it when the development of the national football team is not good. Excellent social benefits. The improvement of social reputation will naturally bring a high market reputation to the brand.
The Laojiao in Luzhou, Sichuan, is one of the four oldest wines in China. Its 1573 National Treasure Cellar Pond Group became the first national key cultural relics protection unit in the industry in 1996. In 2006, traditional brewing skills were selected as the first batch of national intangible cultural heritage lists. Known as "brewing of living relics" and "Chinese liquor appreciation standard wine". In December 2019, Luzhou Laojiao was selected as 100 brands of the 2019 Chinese Brand Gexia Ceremony.
I. as an old liquor company, Luzhou Laojiao and industry giants such as Maotai and Wuliangye emphasize tradition. The strategy of returning to classics is different. Luzhou Laojiao customizes the potential young consumer groups. Marketing strategy. During the 2018 World Cup and Christmas, Luzhou Laojiao launched the wine -hearted chocolate football version and the planet's theme wine chocolate, close to the market hotspot, and once became the top card of netizens.
In a marketing camp, Luzhou Laojiao did not blindly highlight the cultural tradition of the company's own own. Instead, it focused on the current social hotspots. From the perspective of target groups and young consumers The vitality behind the image shows consumers. In the eyes of a new generation of consumers, taste and cultural heritage are no longer the only criterion for measuring product value.
It's intended to work among the young groups. In April 2017, the Luzhou Laojiao Cup ITF International Men's Tennis Tour · Luzhou stood at the Tennis Center of the Luzhou Olympic Sports Park. As the title company of this competition, Luzhou Laojiao showed it. Its extraordinary brand image and cultural connotation. In June of the same year, the first "Luzhou Laojiao · Guojiao 1573 Cup" Badminton League was launched.
In 2018 is a year for Luzhou Laojiao to make full efforts in the field of overseas marketing. The World Cup in Russia is undoubtedly the most important sports competition at that time, and Guojiao 1573 became the official white wine for the event. The spirit and claim of promoting world cultural exchanges with culture transmitted by Guojiao 1573, and the spiritual connotation of combining collisions with the World Cup to promote different civilizations is highly consistent. At the same time, as the international leader of Chinese liquor, with the popularity of Chinese culture in the world, consumers of various countries are eager to understand and try Chinese liquor, especially in Russia, a country that integrates wine into national blood, Luzhou Laojiao series products He and Guojiao 1573 have a very high liquor brand awareness.
In October 2018, Luzhou Laojiao signed a contract with the Australian Tennis Open. The two sides reached the cross -border handling of Chinese liquor and tennis in the form of strategic cooperation. Luzhou Laojiao officially became the official partner of the Australian Open, and Guojiao 1573 became the only designated white wine in the Australian Tennis Open. This is the first time in the history of the Australian Open with the Chinese liquor brand. Luzhou Laojiao is also the highest -level Chinese partner in the history of the Australian Open.
The authority and influence of top -level events IP will be displayed to the public in the specific scenarios. As a top sponsor, companies can rely on competition resources to carry out marketing in a higher level, further release the commercial value of marketing, and improve the quality and level of marketing.