热看新品发布会!2020酒企推新、产品升级,剧透了什么?

发布日期:2020-07-07

 热看新品发布会!2020酒企推新、产品升级,剧透了什么?

核心内容:品牌整合营销品牌百度推广

“一年之计在于春”。3月,历来是白酒行业的“选品季”,但是受疫情影响,传统春糖延期,2020年无论是厂家推新,还是商家选品,都发生了变奏曲。
It is worth noting that in the extraordinary period, moutai, wuliangye, yanghe, luzhou laojiao, lang wine, gujing gong wine, shide, gutai, jinsha and other powerful brands have been organizing or planning new product cloud release, product upgrade and other actions.
那么,这些推新、升级的举措,剧透了哪些新的产品方向?这又会对市场和商家,带来怎样变化?
非常开局,2020新品有哪些?
2020年的行业节奏受疫情影响,基于市场突围、厂家布局和商家选品的多方需求,产品推新以及升级换代依旧成为近期的热点,各家酒企都在相继推出或在谋划新品:

茅台最新上市了“走进俄罗斯•莫斯科”、“走进意大利•米兰”、“走进智利•圣地亚哥、“走进坦桑尼亚•达累斯萨拉姆”4款走进系列纪念酒。 

据悉,这款青花郎纪念酒,将延续经典咏流传的经典文化传承,在2020年02月02日由大师小批量勾调完成,产品具有鲜明的Collection value and memorial significance.
As wuliangye company to meet new consumption, new demand, focus on creating a high number of high-quality products. 70° hot original degree of small wine, hot index of "five fire", not only for the enthusiasm of the extreme taste of the fashion consumer groups, but also to meet the pursuit of fashion young consumer groups.
Ancient god as a little food 72 - degree, 100 ml bottle of liquor, is the ancient group after 42 degrees ones small food, heavy sheet is tasted, the layout of a strategy to redefine the famous winery small bottles of liquor new height of the mainstream market. On the marketing mode, different from traditional ones small food god way of listed products on February 26th night in Tmall, jingdong, suning, spelling and so on various wraps a lot line booking.
In terms of wine quality, the product is made up of aged wine more than 6 years old and aged wine more than 15 years old. The wine is more full in age, more outstanding in flavor, more smooth in entrance and more comfortable after drinking.
摘要(四大名著)、摘要(喜庆版)、金沙回沙酒钻石七星,这三款产品是金沙酒业重磅亮相的新品。其中,摘要(四大名著)、摘要(喜庆版)均是以高端代表大单品摘要为基础做得文创细分:
摘要(四大名著)以“书读经典、酒饮摘要”为创意主题,将中国最具代表性的经典名著与摘要酒书形酒瓶结合,具有很高文化价值与收藏属性;
摘要(喜庆版)则将烟花作为设计元素进行创作,寓意着各种喜庆、吉祥、宏伟、欢乐、热情的场面和心情,更好地迎合当前大热的喜庆市场需求;
钻石七星则以钻石和五角星入手,瓶盖以及瓶子肩部采用钻石切楞效果处理,寓意产品历经时光雕琢的恒久品质,进一步把The brand image and style characteristics of "alcohol soft miso fragrance, jinsha back to sand" go deep into consumers' hearts.
Moutai not old wine "raise, elegant, strange"
Maotai bulaojiu is about to launch "Yang, ya, strange" three series of new products. The product concept of "Yang" series is "natural, Yang changsheng", the concept of "ya" series is "quality life, taste life", and the concept of "qi" series is "chant classic, salute legend". Wait for "raise, elegant, strange" after 3 series appear on the market, moutai not old wine will have 6 series at the same time in the market contend for strange and colorful, satisfy the difference of consumer, individuation demand.
Very new, what new trends does it represent?
在看过这些产品推新以及焕新升级之后,我们能感受到酒企在打造“非常新品”,个性化、场景化、经典性的特征表现明显,这在一定程度上也代表了非常时期,酒业破局的新思路和新方向。具体来看:
一是个性化的纪念版产品,在价值感和市场定价上都有鲜明标签。如茅台的“走进系列”、国窖1573的封藏大典纪年酒以及青花郎的经典咏流传冠名纪念酒等。
注重产品的设计感、限量发售以及收藏价值,更突显其稀缺性与尊贵感。作为经销商来说,这类主要由名酒代理商来运作,对于商家的资金实力、渠道资源以及团购客户都有非常高的要求。
二是因疫情影响而受关注的高度酒,五粮液的70°火爆原度小酒、古井的72度小罍神都属于这一类别,在疫情非常时期而形成的高度酒“应时之需”。
As consumers, many people are out of health protection and curiosity, but this also puts forward higher requirements on the production level and quality threshold of wine enterprises, after all, to ensure the quality of reliable, but also to provide consumers with a good drinking experience.
Third, the advantages of the main products of the new upgrade, taste willing, the national standard of Taiwan wine and jinsha abstract, are typical representatives.
In fact, for wine companies, whether new products are launched or to build core products, the cost is increasing and the risk is also increasing. In terms of product thinking, many brands will not "push the new" without foundation, but tend to focus on competitive products, cultivate strategic single products, and "make the long board become longer" to maximize the extension of product life cycle.

整体来看,在“非常新品”的背后,透露出“非常时期”品牌的最新动向。无论是打造卖点突出的高附加值产品,还是对主力产品的升级赋能,目的在于强化品牌价值、提升产品价格,持续抢占消费者心智、强化市场认知,最终获得更加强大的战略优势和品牌实力。

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