How is the original Internet liquor "hill" made?
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If the Chinese liquor brand is simply divided, it can be divided into two camps: one is the traditional liquor brand represented by Maotai, Wuliangye, Jiannanchun, Honghualang, Yanghe, Shuijingfang, etc., with wide brand awareness and offline The channels have strong features such as strong control and complex product systems.
The other is the emergence of a new force represented by Jiang Xiaobai in the trend of e-commerce and consumption upgrades in recent years, targeting target users to a younger group after 90, with excellent copywriting marketing and precise positioning. And product innovation capabilities, and ultimately occupy a glimpse of the liquor market.
Jiang Xiaobai was able to quickly become popular, letting the outside world see the liquor brand with Internet genes begin to accelerate its rise and find a new market foothold in the process of consumption upgrading.
Coincidentally, another original Internet white liquor brand “Mountain” recently sold water through social media, and the first batch of nearly 10,000 bottles was basically sold out. Although this result is average, it is enough to capture the attention of the followers.
Before interviewing Hill CEO Li Yibo, I have a series of questions, such as "Now most young people like to drink red wine and beer, why choose to make white wine?" "The liquor market is very mature, how to quickly open the market?" What is the difference between hills and other white spirits?” “Who is the target population of the hills” and so on.
After three hours of conversation, we eliminated doubts. As Li Yibo said this sentence: understand Li Zongsheng, drink and understand the hills. Jiang Xiaobai conveys an attitude, and the hills express an emotion.
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