yanghe haizhilan: national characteristics make it a "national classic"
2024-09-18
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september and october are the golden months for the mid-autumn festival and national day, and it is the peak season for product promotion and sales of major liquor brands. yanghe, a famous liquor known as the "national brand", also cooperates with consumer-end gift-giving activities at holiday family banquets and wedding banquets, constantly going out of the circle to bring benefits and blessings to the national holidays.
since its launch in 2003, yanghe haizhilan has been sold nationwide for 22 consecutive years. only by coming from the hearts of the people can we reach the hearts of the people. the reason behind yanghe haizhilan's popularity is its "national characteristics".
fashionable national aesthetics, lofty national temperament
with the development of the times, people's thoughts have been renewed and their aesthetics have changed greatly, from traditional retro style to modern trendy style. for example, the popular cold-color mixed clothing and cold-tone fresh photography at that time all reflected a fashion aesthetic with a global perspective. yanghe blue classic saw this and broke the retro cultural style of liquor products dominated by yellow and red with a series of products including ocean blue, which made consumers' eyes light up.
matching the packaging is yanghe's insight into consumer psychology. at the beginning of the 21st century, the wave of globalization hit, and the world's technological innovation and talent entrepreneurship brought profound impacts to china. the business models of successful enterprises were introduced to china for localization, forming a trend of "everyone goes into business, and mass entrepreneurship". yanghe blue classic took advantage of the situation to launch the classic saying "the widest thing in the world is the sea, higher than the sea is the sky, and more broad than the sky is the feelings of men", which is in line with the increasingly lofty national temperament.
the combination of products and concepts has made yanghe’s “blue” a fashion classic, a pattern of temperament, and a sentimental dream. as zhang liandong, secretary of the party committee and chairman of jiangsu yanghe brewery co., ltd. said, it has gone from “blue storm” to “blue fashion”, and from “blue culture” to “blue power”.
soft national taste, comfortable national body feeling
corresponding to the packaging culture, yanghe has also innovated in quality culture, breaking the traditional classification of liquor flavors, and developing "mellow liquor" with low but not light, high but not strong, based on taste. consumers will not distinguish flavors and study craftsmanship like liquor experts, but as long as the taste of the liquor is soft, non-irritating and smooth, it is a good liquor. the "mellow body" of ocean blue meets this national "taste standard".
yanghe's insight into consumers goes beyond this. after 20 years of development, yanghe ocean blue has also created another key quality point in the body of the wine, namely "comfort". comfort after drinking is also an important point of recognition for good wine among the people.
before the sixth generation of ocean blue was renewed, yanghe sent more than 10 research teams to invite consumers to taste it. more than 4,000 people were involved in the "target consumer taste test" and more than 2,000 people were involved in the "consumer comfort after drinking" survey, as well as more than 200 wine tasters for professional evaluation and tens of thousands of employees for comfort after drinking. at the same time, all the base wines are soft aged wines for more than three years. this has given yanghe ocean blue a national perception of "soft when drinking and comfortable after drinking".
classic national image, trendy national interaction
haizhilan has been upgraded and renewed six times, with meticulous craftsmanship from packaging to anti-counterfeiting. each upgrade can bring surprises in details, but the overall inheritance is maintained to a considerable extent. whether it is the shape of the packaging or the design of the picture, it pursues a product attitude of "classic never ends". this approach is actually a strategic persistence of "responding to changes with the same". it is the nature of corporate development to change with the market. every time facing changes in the market environment, it can maintain its original intention and adhere to long-termism, which tests the determination of the company. the success of products of international companies such as coca-cola is all due to strategic determination, and the reason why yanghe's classic image can be deeply rooted in the hearts of the people is also due to this.
although ocean blue has always maintained a classic image, facing the trend of younger and more fashionable communication, ocean blue actively embraces change and strives to interpret products in different and diverse forms to fully interact with consumers. for example, ocean blue has developed the "blue ocean treasure hunt" ocean blue cultural and creative blind box ice cream, cooperated with pinduoduo to create offline pop-up stores, and held the "blue drink trend collection" with jd.com, and explored advanced display technologies such as ar technology, tv+internet, and holographic simulation, which integrated the classic image into the new era and accumulated the value resonance of the new generation of consumers.
unchanged national prices, universal national values
twenty years have passed in the blink of an eye. although consumption has been upgraded, packaging has been updated, and value has been improved, the price of ocean blue has always remained in the 100-yuan price range. from this point of view, ocean blue's products, whether packaging, brand or body, have a full sense of value, reflecting the high cost-effectiveness of ocean blue. for consumers, the cost-effective ocean blue is suitable for many scenarios such as personal drinking, wedding banquets, gifts and family gatherings.
it is precisely because of yanghe haizhilan's national value in terms of consumer resonance, fashion leadership, sensory satisfaction, consumer interaction, and affordable prices that this product has finally become a "national classic" that continues to sell well. the nationality is the standard for selecting good wines. haizhilan's 22 years of brand accumulation and the taste preference of 300 million people prove that this product is a classic that will last forever. (li ji)
source: guangming.com
