On November 5, Jinliufu held the first TED-style new product release meeting in the liquor industry to talk about products only instead of investment attraction. President Leo of Jinliufu said “A Jar of Good Liquor” is a super single product which “subverses Chinese liquor industry with sincerity”. It shows subversive innovations in such aspects as packaging, taste, price and promotion. It keeps the feature of being affectionate to people with high price-performance ratio of RMB79. It aims to become No. 1 brand of Chinese civilian liquor with “double-hundred quality + new packaging design + brand personalization”. Over 130,000 people watched the release meeting on live.

What kind of good liquor is it?

Leo said, “Competition in the liquor industry will be quality competition. Jinliufu has lots of liquor products with high price-performance ratio which are priced at RMB200. But if packaging is simpler and money is spent on liquor, products will be more affordable.” The above is his original intention about making “A Jar of Good Liquor”.

Gorgeous packaging is abaondoned and a liquor product is made with sincerity to bring high quality and low price. Leo said “A Jar of Good Liquor” redefines a concept- “Double-hundred Standard”, namely 100% no added edible alcohol, 100% stored in ma jar earthen building.

“A Jar of Good Liquor” is stored in Pottery Jar Liquor Warehouse designed in the style of earthen building in Qionglai. The storage condition is favorable for ensuring sufficient air flow and acclerating liquor body ageing. The base liquor of “A Jar of Good Liquor” has been stored in such environment for totally seven years.

To promote fans’ understanding of “A Jar of Good Liquor”, Xiong Dingzhao, a post-90s winemaker of “A Jar of Good Liquor” was invited to explain brewing techniques. He said “A Jar of Good Liquor” was made through careful blending by national science team of master blenders based on “two-step method”.

Pottery jar which is very suistable for storing liquor is used as inner packaging of “A Jar of Good Liquor”, and sack is used as outer packaging. The label on pottery jar is made from nature paper which is totally handmade. Leo showed British humour while asking people to guess the price. When he announced the price of “A Jar of Good Liquor” is only “RMB79”, it really surprised people at the site.

Target at post-80s and post-90s consumers in prefecture-level cities

Leo said low price of “A Jar of Good Liquor” is aimed to attract post-80s and post-90s consumers. It is a trend that people who drink liquor are younger. VATS made arrangment in advance for marketing among young consumers. 

“Post-80s and post-90s are a new generation of consumer groups. They pursue quality and taste. They don’t like external things which are too flashy. They pay more attention to simplicity and sincereity.” Fu Zhigang, the Marketing Director of Jinliufu thought this product can meet the demand of post-80s and post-90s.

Leo chose prefecture-level cities as the market entry point for “A Jar of Good Liquor”. He thought prefecture-level city markets have extendability and it is easier to cultivate consumers by focusing on food & beverage. Advantages of core outlets of Jinliufu are also concentrated in prefecture-level cities, which can lower promotion cost to a certain extent.

Focusing on food & beverage and e-commerce is a channel method about “A Jar of Good Liquor”. Leo thought this product is very special and does not have competitive products. The key of success of “A Jar of Good Liquor” lies in continuous investment. About this product, he has no intention of making profit quickly but the precondition of investment is professional channel and consumer cultivation.

Industry insiders think “A Jar of Good Liquor” has totally abaondoned the thought of “face consumption” and focuses on “producing liquor for people who understand liquor”. In terms of channel selection, more attention is pad to direct communication and the previous thought of “channel first” has been changed. Nowadays young consumers are more rational about consumption. It is worth expecting whether a new path can be broken.

Promotion: creating super IP

Apart from “subversive” packaging and “subversive” price, “A Jar of Good Liquor” also features “subversive” promotion method. Fu Zhigang said that different from traditional marketing modes such as product, price, channel and sales promotion, digital marketing modes such as hot product, content, community and e-commerce are adopted for “A Jar of Good Liquor”. Great efforts are made to create super IP. Purpose is to enhance reputation among users through content marketing, build consumer communities and create a super hot product.

“Create super IP of Jinliufu family through brand personalization”. Fu Zhigang said advantageous resources of e-commerce platform will be deeply integrated to lay a channel basis for creating a hot product. A zero-distance communication platform with consumers will be built through “Sincere Drinking Community” of consumers to realize community-based operation.

“A Jar of Good Liquor” achieved No. 1 sales on Jinliufu e-commerce platform on November 11. Although the new product release meeting was held to talk about products only instead of investment attraction, over 1,000 channel dealers from different places sought cooperation by such means as phone and background of official account within a week after launch of “A Jar of Good Liquor”. So far, “A Jar of Good Liquor” has made a good start with high sales and reputation. It has passed the market test for the first time.