With the comprehensive development of the digital economy, the baijiu industry is entering an omnichannel era integrating online and offline channels. In a time of deep adjustment and profound changes in the industry landscape, exploring new marketing models centered on users is essential for brand growth. On April 12, the 108th National Sugar and Wine Fair was grandly held in Chengdu. At the conference, Yin Guanqun, head of Tencent Marketing Insight (TMI), released the "2023 China Baijiu Industry Consumer White Paper" jointly with the China Alcoholic Drinks Association, deeply interpreting the core market insights of the white paper and proposing targeted solutions for brands to seize new opportunities in the new year. Yin Guanqun, head of Tencent Marketing Insight (TMI) Two Inheritances and Five Evolutions: Seizing the Key to Breakthrough in the Consumer Market Yin Guanqun pointed out that the comprehensive recovery of baijiu consumption scenarios this year will directly drive the growth of baijiu consumption volume. Yin Guanqun further distilled two "inheritances" and five "evolutions" of the consumer market for brands, helping baijiu brands gain insight into consumer psychology and supply-demand changes, and seize growth opportunities.• Two Inheritances 1. Competing for consumers must start from the "first sip of liquor"; 2. Brands with stories are more favored by consumers;• Five Evolutions 1. Business entertainment jumps to the top of drinking scenarios; 2. Consumption levels polarize further; 3. Consumers habitually alternate between brands and are keen to try new ones; 4. The generational shift of the main consumer group; 5. The increasing importance of online touchpoints and sales channels.Three-Pronged Approach Covering the Full Conversion Chain: Penetrating Circles to Unlock New Growth Based on the inheritances and evolutions of the baijiu industry, Yin Guanqun suggested future marketing strategies for brands: brands should start from the three key links of "awareness upgrade - favorability breakout - conversion purchase" and upgrade marketing strategies according to the situation. The continuously evolving Tencent omnichannel ecosystem, with its 1 billion+ user coverage, diverse and rich touchpoints, and close linkage within the ecosystem, provides a solid foundation for brands to build a user-centric performance marketing landscape.• Seize Key Moments to Upgrade Brand Awareness: Seize marketing nodes such as national events and traditional holidays to achieve large-scale coverage of target audiences. The Tencent ecosystem has diverse, wide-coverage, and highly interactive innovative resources such as Moments, Channels, and Search, helping brands capture user attention and increase brand heat. At the same time, brands can leverage the content capabilities of the omnichannel ecosystem to aggregate attention from node audiences, penetrate different circles, and achieve differentiated brand marketing. Taking the cooperation with Maopu as an example, the brand chose to live-stream its brand launch event simultaneously on three terminals including Channels, and used Tencent ecosystem omnichannel touchpoints to drive traffic to the live stream. Through mutual selection advertising, it linked KOLs from military, finance, and food circles to amplify the campaign, achieving explosive exposure across different user circles.• Five Major IP Content Areas x Three-Dimensional Linkage Model: Deep Co-creation to Achieve Favorability Breakout: Compared with other industries, baijiu products have unique cultural attributes. Therefore, brands can break through circles to reach deep audiences and strengthen emotional connections with consumers through in-depth content marketing. In Tencent's omnichannel ecosystem, there are accumulated diverse and high-quality content resources of different dimensions. Brands can start from five major IP areas such as national culture, business discourse, and sports competition, and through three-dimensional deep linkage with IPs, achieve effective positioning in core baijiu circles such as elite audiences and new entrants. Taking the IP cooperation between Jing Jiu and "Sword Snow Stride" as an example, the brand chose a male top-tier drama IP, bound it to a high-profile character, and embedded customized easter eggs in the drama. The interactive customized gameplay successfully ignited the social circle, greatly increasing the favorability of the drama's core audience towards the brand, and driving the brand to successfully break out.• Three Core Linkages to Create Efficient Conversion Paths: Targeting the business characteristics of the baijiu industry, Tencent Ads directly addresses business pain points and customizes three core marketing linkages for brands. Through the digital capabilities of the Tencent omnichannel ecosystem, it helps brands establish user-centric deep connections and promote efficient conversion.Offline Direct Connection: Through native landing pages, push nearby stores to users and attract them to leave their information, facilitating deep operations and truly opening up the last mile of online-to-offline conversion, improving conversion efficiency.Member Accumulation: Through native landing pages, guide users to WeCom, use WeCom as a node for continuous operations, and drive transactions and repurchases.Online Direct Purchase: Shorten the conversion path to the maximum extent. Through native landing pages, jump to mini-programs, where users can complete quick order conversion, and guide users to add WeCom for continuous operations and repurchases.Yin Guanqun pointed out that different brands have different product characteristics and operating conditions. Therefore, before formulating marketing strategies, brands can leverage the Tencent omnichannel ecosystem and digital means to evaluate their business operations based on different core indicators, prescribe the right medicine according to their operational pain points, and maximize marketing effectiveness. The comprehensive recovery of the consumer market in 2023 brings new imagination space for the baijiu industry to explore market increments. Using digital means to grasp industry trends and upgrade marketing linkages will undoubtedly bring more possibilities for brand growth. Amid industry changes, Tencent Ads will continue to deeply cultivate the baijiu industry, continuously improve product and linkage capabilities, fully leverage the unique advantages of the omnichannel ecosystem, and help brands achieve new business breakthroughs. Scan the QR code to get the full report Unlock more baijiu industry insights