On the night of August 1, the lights of the table tennis arena of the Paris Olympic Games focused on the fierce clash of the men's singles quarter-final. Fan Zhendong staged a thrilling Jedi counterattack. In the face of his strong opponent Zhang Benzhihe, in the extreme unfavorable situation of 0:2 and 2:3, with extraordinary perseverance and excellent technology, the final reversal was achieved. Made it to the final four. The match, like a gripping sports blockbuster, made every audience outside the stadium feel a surge of emotion, and the Internet platform is exploding, netizens left messages saying, "The heart is racing, this scene is too exciting!"
After the game, Fan Zhendong spread his arms as a winner and enjoyed the hard-won victory moment. At the same time, the circle of friends of Luzhou Laojiao staff is also filled with joy and pride, they not only cheered for Fan Zhendong's feat, but also cleverly used the opportunity to promote, referring to "today's drinking celebration wine" - a celebration wine specially tailored for the Chinese national team, implying the highest tribute to the outstanding performance of sports athletes.
For wine companies who are actively seeking to develop internationally, the Olympic Games will undoubtedly become an excellent showcase. It gathers the attention of the world, but also a valuable platform to convey brand culture to the world and enhance international influence.
Liquor enterprises to carry out Olympic marketing
At present, the global sports event is in progress, and athletes from all over the world are striving for excellence and realizing their dreams. During the Paris Olympic Games, a number of Chinese liquor enterprises are also actively acting to enhance brand influence and market share through intensive brand marketing.
The reporter learned that in order to further expand the international influence of the brand, Luzhou Laojiao has set up a "China House" in the heart of Paris. This innovative platform can not only receive friends from all over the world, sports elite delegations from various countries, Chinese media and embassies abroad during large-scale sports events. Moreover, it integrates multiple functions such as high-quality service, in-depth social communication, authoritative news release and Chinese culture communication, and becomes a bright window to display the charm of China and the brand spirit of Luzhou Laojiao.
In addition, Luzhou Laojiao has launched eye-catching giant advertisements in global transportation hubs such as Paris Charles de Gaulle Airport, skillfully using these high-traffic areas to accurately convey brand information to global travelers. With the opening of the Olympic Games, Luzhou Laojiao also launched the offline publicity campaign of "Drinking celebration wine together today", which quickly became a unique landscape during the Olympic Games.
Luzhou Laojiao said that in 2021, Luzhou Laojiao reached a four-year strategic cooperation agreement with TEAM CHINA/ China National team, and this IP resource is the most core asset of Luzhou Laojiao brand in the sports marketing section, and the cooperation between the two sides will cover the 2024 Paris Olympic Games cycle. As the most influential event in the world, the Olympic Games is also the most important node in the global sports marketing project, and the 2024 Paris Olympic Games project will also be one of the important plans of Luzhou Laojiao's brand sports marketing plate this year.
Not only Luzhou Laojiao pays close attention to the halo of the celebration wine, but the naming rights of the Olympic sports delegation are equally fierce all over the country.
Kweichow Maotai was designated by the China Media Group as the exclusive celebration wine for the broadcast of the 2024 Paris Olympic Games; The high-end brand "Guoyuan V9" of today's World Fortune witnessed the glory moment of Jiangsu sports athletes and became their exclusive celebration wine; Its products have become the only liquor designated by the Hunan Sports delegation for the 2024 Paris Olympic Games, further enhancing the regional influence of the brand; With its extraordinary quality, Xiangjiao Wine has successfully locked in as the only liquor designated by the Hunan Sports delegation for the 2024 Paris Olympic Games.
Liquor industry analyst CAI Xuefei told reporters that the Olympic Games once every four years, is a major event at the world level, its own high attention, social influence, for the brand empowerment value is very high, it can be said to be a rare scarce marketing resources, participation in the Olympic Games is the display of corporate strength, but also an important scene for enterprises to display their brand image. The relevant marketing and promotion activities carried out around the Olympic Games have positive significance for expanding the visibility of enterprises and driving product sales, and also have very important enabling value for enterprises to establish high-end brand image and global promotion.
Baijiu go out
Affected by the profound changes in the economic cycle and consumption environment, the liquor industry has entered the adjustment stage in the past two years. The domestic liquor industry began to gradually change from the incremental market to the stock market competition, liquor "going out" to find new increments is imminent, and many liquor enterprises are accelerating the pace of going to sea.
In 2024, Moutai's "going to sea" pace accelerated, first appearing at the 2024 Winter Davos Forum, and then entering Switzerland, Italy and other European countries to carry out 2024 Moutai brand promotion and cultural exchange series activities, creating more narrative channels and ways for Chinese liquor to go to the world. Enhance the brand's visibility and influence in the international market through events such as appearances at the World Economic Forum.
"The internationalization of Moutai is the trend of The Times, the key to its future development, and it is also the responsibility of Moutai as a representative brand of Chinese liquor. Moutai will continue to increase its investment in the international market," Zhang Deqin, chairman of Moutai, stressed during a survey of the Hong Kong market in June.
Wuliangye continues to deepen its "Harmony Global Tour" activities, since April, has held economic and trade and cultural exchange activities in New Zealand, Auckland, Chile, Brazil and other countries, to convey Chinese liquor culture and Wuliangye's "harmony" cultural concept to the world. In addition, Wuliangye has set up overseas marketing centers in Europe, the Americas, Asia Pacific and other places, and has built tasting centers in many places to better serve the local market.
It is worth noting that in this year's "going to sea" action, wine companies began to focus on expanding sales channels and establishing a sound supply chain system to ensure that products can be supplied in a timely manner and circulate smoothly. For example, through cooperation with local distributors and enterprises, Wuliangye has jointly explored effective ways to integrate Chinese liquor into local consumer life.
Luzhou Laojiao told reporters that up to now, Luzhou Laojiao has established a distribution network in more than 70 countries and regions around the world, becoming one of the Chinese liquor brands with the highest visibility, the most extensive coverage and the best product landing and selling in the international market. It has also actively explored and built an international online sales network, established a new retail business department, and launched an e-commerce platform in 20 countries (regions) in Southeast Asia, Central Asia, Europe, Oceania and North America, opening up a new situation for overseas business. In addition, Luzhou Laojiao also actively cooperates with international mainstream channels and operators to promote the integration of Chinese liquor into the international mainstream market. At present, the company's products have entered the local mainstream high-end supermarkets such as Costco, Aeon and Lotte Shinsegae, the professional chain system of wine such as Murphy's, and the international duty-free operation giants such as DFS, Dufry, Lotte Duty-Free, China Duty-Free Group, and Imperial Power.
Liu Guishu, general manager of Xinhe Wine industry and distributor of Yanghe Shares, told reporters that everyone may think that foreigners' acceptance of Chinese liquor is relatively low, and it is very difficult to find a bottle of Chinese liquor in Europe, but when negotiating with large foreign distributors, the real difficulties have just begun. "There is a large distributor in France, and in the early stage, we have gradually reached cooperation through exhibition layout, contact, introduction, and tasting meetings, and now it has basically formed comprehensive cooperation." This process took almost a year and a half before we really rolled out our products in his channel."
At present, the baijiu sea is still in its infancy.
According to the data of the Wine Importers and Exporters Branch of the China Chamber of Commerce for Food, Soil and Animal Import and Export, in 2023, the cumulative import volume of wine in China was 818 million liters, down 15.26% year-on-year. Among them, the import volume of spirits was 124 million liters, an increase of 6.38%. The export volume of liquor was only 15.46 million liters, accounting for 2.16% of the entire liquor export sector.
CAI Xuefei believes that objectively speaking, the domestic White Sea sea is still in the early stage, which is mainly reflected in two aspects: first, the export volume of liquor is relatively low, and the second is that the revenue proportion of liquor enterprises in overseas markets is insufficient. However, from another point of view, the international market, especially in East Asia and Europe, consumers' interest in and demand for baijiu are gradually rising, which provides a good opportunity for baijiu enterprises to expand overseas markets.