Yutang Sports Report

Yutang Sports focuses on the sports marketing strategies of several important liquor brands in China, hoping to bring more thinking and inspiration to the industry.

After thousands of years of development and evolution, liquor culture has been rooted in the cultural genes of China. Because of the large population base in China, people generally have the habit of drinking liquor, so the total consumption of liquor products is very high. According to the sales data provided by the authoritative data website Statista, in 20 18 years, liquor was the highest-selling subdivision in the international distilled liquor industry. In addition, under the diversified market demand, the number of liquor merchants shows a rapid growth trend. In 20 17, there were 1593 liquor enterprises above designated size in China, with a year-on-year increase of 0.95%.

In recent years, with the help of China culture, China liquor industry has continuously consolidated the international influence of liquor culture, and domestic top liquor enterprises have accelerated the pace of internationalization strategy. However, on the whole, the export scale and sales scale of China liquor are very limited. In different economic and cultural environments abroad, the promotion of liquor products faces many obstacles.

After decades of deep cultivation, some domestic liquor brands have begun to occupy an important position in the global liquor industry, which also shows that China liquor enterprises still have considerable room for expansion in the international market. With the gradual saturation of the domestic market, if enterprises want to seek further development, it is inevitable to enter the market with a smaller share while innovating product content and trying different marketing methods.

Judging from the marketing trend in recent years, liquor is increasingly keen on marketing methods other than traditional advertising, and sports sponsorship has become a firm choice for many top brands. In the domestic market, they use sports to contact the fixed circle and stabilize the foundation of consumer groups. In the international market, they take top-level events as a ladder, while promoting China liquor culture, they also label themselves as high-end and international. Yutang Sports focuses on the sports marketing strategies of several important liquor brands in China, hoping to bring more thinking and inspiration to the industry.

Moutai is a traditional specialty wine in China. As one of the three largest distilled spirits in the world, it is as famous as Scotch whisky and French cognac, and it is also the originator of Daqu Maotai-flavor liquor with a history of more than 800 years. As a time-honored enterprise in China, Kweichow Moutai has a long history and unique technology. The name of "national wine" provides a profound resource advantage for Maotai brand building.

20 19 is a crucial year for maotai group to achieve the "100 billion goal". With the continuous improvement of brand awareness, Maotai Group has made great efforts in positioning, orientation, slimming, standardization and reform, accelerated the construction of cultural Maotai, further strengthened the ingenious concept of "regarding quality as life", encouraged and cultivated suppliers and manufacturers who operate in good faith, worked together with * * * to straighten out the distribution system of Maotai, committed to environmental protection and accurate poverty alleviation, and polished Maotai's "golden signboard".

In recent years, with the commercial value of the sports industry being gradually developed, more and more liquor enterprises began to try sports marketing, advocating health through sports and expressing the cultural connotation of liquor products to the public. As a leading enterprise in liquor industry, Kweichow Moutai has also tested the sports industry.

Judging from the brand's public welfare, Maotai Maotai-flavor liquor actively carries out square dance activities, which is really giving public welfare, care and happiness and has been recognized by the public. Cross-border liquor marketing, accurately meeting the needs of target groups, is the foundation of stable and far-reaching brand activities, and also the ultimate expression of the purpose of "benefiting the people and the people" in Maotai-flavor liquor series.

While actively entering domestic sports events, Maotai also focuses on the international market, joining hands with top international events and clubs to expand the international market with high-quality IP. 20 18 1 month, Golden State Warriors and Cleveland Cavaliers fought a battle, and a huge red advertisement appeared on the big screen behind the live broadcast room of Tencent NBA. Eight striking Chinese characters, "Maotai, a national product", jumped onto the paper. Previously, Maotai had purchased the advertising space on the basketball stand at home of Golden State Warriors. The choice to cooperate with Tencent, the NBA broadcasting platform, can be seen as further strengthening the connection with NBA resources.

In the same year, Maotai also reached a strategic cooperation with Serie A giant Inter Milan Football Club, and Maotai Technology became the official partner of Inter Milan in Greater China, North America and Southeast Asia. This cooperation is the first marriage between Maotai Technology and sports, and it is also the first time to go abroad and cooperate with international brands. With the charm of sports events, Kweichow Moutai intends to further expand overseas markets, which is also the purpose of its transnational and cross-border marketing.

As a time-honored brand in China liquor industry, Wuliangye Liquor won 39 international gold medals at the World Expo after 19 15 won the gold medal for the first time. High-quality products drive the output and sales volume to increase year by year. In 20 18, Wuliangye Group achieved sales revenue of 93 billion yuan. In 2020, the company ranked 768th in Forbes Global Enterprise 2000 list and 26th in "Top 500 Chinese Brands in 2020" list.

As can be seen from the product structure of Wuliangye, in view of the new market situation, while continuing to stabilize the high-end liquor market, enterprises have improved and upgraded their products for young people and the international market, effectively keeping pace with the times at the product level and taking the market as the guide to help products reach a wider and more comprehensive consumer group under the new situation.

As a national brand with a long history, Wuliangye Group has always paid attention to the content with national characteristics in sports marketing. In 2008, Wuliangye Group reached a strategic cooperation with the Shooting and Archery Sports Management Center of the State Sports General Administration, and was awarded as an excellent partner of "National Shooting Team and National UFO Shooting Team". In 20 13, Wuliangye became the main title provider of China table tennis team and the official title provider of China Table Tennis Association, fully supported the "National Ball" in preparing for the 20 16 Olympic Games, and further shaped and strengthened its brand advantage through "marriage". In addition, Wuliangye has always supported local sports events held in Yibin, and both the 20 16 National Archery Championship and the 20 18 Cross-country Championship at China Motor Yard in Nanxi, Sichuan were supported by Wuliangye.

As a high-quality product under the Group, Wuliangye 16 18 has also made some achievements in the domestic sports industry in recent years. In 20 15, Wuliangye 16 18 helped to hold the 22nd Global Chinese Badminton Championship, which attracted 4380 players from more than 20 countries and regions and broke the Guinness World Record. Such a scale of participation and the composition of athletes group coincide with the marketing strategy of Wuliangye 16 18. Joining hands with such high-quality events, enterprises have demonstrated the cultural value of their products and achieved the organic unity of economic and social benefits. With the help of sports marketing, Wuliangye 16 18 has effectively improved the reputation and social value of products, which will help enterprises to establish a good interactive relationship with consumers, and finally realize the establishment of consumer groups and the increase of sales.

In recent years, with the increasing demand of liquor enterprises to expand overseas markets, Wuliangye has also begun to focus on top sports IP with international influence. In 20 19, Wuliangye cooperated with Shiseido Shenzhen WTA year-end finals as a "top partner", and the two sides will work together to promote the vigorous development of tennis in China. Shiseido Shenzhen WTA year-end finals is the highest-level single sports event since Shenzhen was founded, and it is also the highest-level tennis event in Asia and the highest-level women's tennis event in the world.

Yanghe won many times the "International Famous Wine" and was selected as one of the eight famous wines in China. 20 19 12, Yanghe was selected as the 100 brand of China Brand Power Festival on 20 19. Unlike Maotai, Wuliangye and other liquor brands with a long history of production, Yanghe series products come from the distant "Yangtze River Delta" region, and their cultural accumulation is relatively weak. In the process of product marketing, it is difficult for enterprises to occupy the slightest advantage in the culture and producing areas that traditional liquor likes. Therefore, Yanghe has taken a new road and created a blue ocean by virtue of its own product characteristics and the living habits of modern working people.

Relying on the development of modern information technology, Yanghe has carefully designed and launched an integrated marketing system covering all aspects. Enterprises arrange TV advertisements online and launch large-scale advertisements with "Chinese Dream and Blue Dream" as the starting point. In recent years, under the background of media diversification and information fragmentation, it is more difficult to build a brand. Yanghe also keeps pace with the times in brand building, pays more attention to marketing content, carries out brand promotion closely related to content, and quickly seizes consumers' minds by "doing subtraction".

Sports is a field where young consumers gather, and Yanghe, which locates a new generation of consumer market, also regards sports marketing as an important part of the enterprise marketing system. In 20 15, the company sponsored the Nanjing International Marathon and started to build its own running IP-"Looking for the Blue Sky". In the 20 16 season, the Dream Blue Series of Chinese Dream became the official title sponsor of the National Men's Basketball League (NBL). In 20 17, Yanghe Dream Blue became the official liquor supplier of the Chinese Super League, which marked that Yanghe shares took a new step in the field of sports marketing.

At the same time, it is undoubtedly helpful for enterprises to show the public the brand's concern for football development with the help of top-level events and choose support when the national football development environment is not good. The promotion of social reputation will naturally bring high market prestige to the brand.

LU ZHOU LAO JIAO CO.,LTD, Sichuan is one of the four oldest famous wines in China. It is the originator of Luzhou-flavor, and also the best in liquor. It is a large-scale liquor listed company in China. Its 1573 national treasure cellar group 1996 became the first batch of national key cultural relics protection units in the industry, and its traditional brewing skills were selected into the first batch of national intangible cultural heritage lists in 2006, which is internationally known as "double national treasure units". Its product Guojiao 1573 is known as "Brewing of Living Cultural Relics" and "China Liquor Appreciation Standard Liquor". 20 19 12, LU ZHOU LAO JIAO CO.,LTD co., ltd. was selected as the 100 brand of China Brand Power Festival on 20 19.

As an established liquor enterprise, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. has different strategies from Maotai, Wuliangye and other industry giants in emphasizing tradition and returning to classics. Aiming at potential young consumers, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. has customized a cross-border marketing strategy that is more popular with young consumers. During the 20 18 World Cup and Christmas, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. respectively launched the football version of wine chocolate and the planet-themed wine chocolate, which were close to the market hotspots and once became the first online brand that netizens must turn over.

In the marketing camp, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. did not blindly highlight the cultural tradition of the enterprise, but focused on the current social hotspots, and from the perspective of target groups and young consumers, showed the full vitality behind the orthodox image of the enterprise to consumers with a brand-new marketing model. In the eyes of a new generation of consumers, taste and cultural background are no longer the only criteria to measure the value of products.

LU ZHOU LAO JIAO CO.,LTD Co., Ltd., which intends to exert its strength among young people, has also made many moves in the field of sports. In April 2007, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. Cup ITF International Men's Tennis Tour was held in Luzhou Olympic Sports Park Tennis Center. As the title enterprise of this competition, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. has demonstrated its extraordinary brand image and cultural connotation by helping this top international competition. In June of the same year, the first "Luzhou Laojiao Co., Ltd. Guojiao 1573 Cup" badminton league was launched in Xingtai.

20 18 was a year when LU ZHOU LAO JIAO CO.,LTD Co., Ltd. made full efforts in overseas marketing. The World Cup in Russia is undoubtedly the most important sports competition in a year, and Guojiao 1573 has become the designated liquor for official reception. The spirit and proposition of promoting world cultural exchange through culture conveyed by Guojiao 1573 is highly consistent with the spiritual connotation of promoting the blending and collision of different civilizations in the World Cup. At the same time, as the leading brand of China liquor internationalization, with the popularization of China culture in the world, consumers all over the world are eager to know and try China liquor, especially in Russia, a country where liquor has been integrated into the national blood. The series products of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and Guojiao 1573 have a very high degree of liquor brand recognition.

On 20 18 and 10, LU ZHOU LAO JIAO CO.,LTD co., ltd signed a contract with the Australian open. In the form of strategic cooperation, the two sides reached a cross-border cooperation between China Liquor and Tennis. LU ZHOU LAO JIAO CO.,LTD Co., Ltd. officially became the official partner of the Australian Open, and Guojiao 1573 became the only designated liquor in the Australian Open. This is the first cooperation between the Australian Open and China liquor brands, and LU ZHOU LAO JIAO CO.,LTD Co., Ltd. is also the highest-ranking China partner in the history of the Australian Open.

With the authority and influence of the IP of top-level events, the characteristics and image of the products are presented to the public in specific scenes. As a top sponsor, enterprises can rely on the competition resources to carry out marketing at a higher level, further release the commercial value of marketing and improve the quality and level of marketing.