Introduction: History as a mirror, we can know the rise and fall; carrying forward the past, we can forge ahead. Text: Qiao Yunchang, senior liquor marketing expert Source: Tangjiu Kuaixun Foreword: History as a mirror, we can know the rise and fall; carrying forward the past, we can forge ahead. The typical characteristic of China's baijiu industry development is a major cycle every ten years and a minor cycle every three years. Since the 1980s, every famous liquor enterprise has experienced several rounds of troughs and peaks in its development cycle. In each peak cycle, we have witnessed the tremendous value that the mainstream marketing model of that era contributed to enterprise growth. Similarly, in each trough cycle, when the mainstream model that brought dividends to enterprises significantly reduced its effectiveness, we felt the pain of cliff-like declines in market, sales, and prices. The logic of model development and iteration is that during peak periods, it acts as an accelerator; during trough periods, it becomes a guiding light to re-understand the industry, identify directions, find methods, and break through difficulties. It is during periods of rapid change that liquor enterprises need to re-establish their understanding of the industry, discover new models, new combination strategies, and new action methods, and through trial and error, find the correct direction to break the deadlock and then find new growth paths. Below, this article will analyze the development of new marketing models for Chinese baijiu enterprises from four major aspects:

1: The background of the development of new marketing models for Chinese baijiu enterprises and the topics that need corresponding consideration;

2: Analysis of the development path of mainstream marketing models for Chinese baijiu enterprises;

3: The implementation system tools for marketing model 4.0 for Chinese baijiu enterprises: the principles, principles, and key strategic action paths of new marketing models;

4: Four typical cases of new marketing models for Chinese baijiu enterprises: Yanghe Co., Ltd., Shede Spirits, Jiangxi Lidu Liquor, and Chongqing Jiangxiaobai.

  1. Background of the Development of New Marketing Models for Chinese Baijiu Enterprises and Topics Requiring Corresponding Consideration Since 2018, China's baijiu industry has gradually entered a new development cycle. Based on my analysis, it mainly presents the following six performance characteristics and six topics for breaking through with new marketing models: Six performance characteristics:
  2. Macroeconomic development level: Uncertainties in internal and external policies persist, economic growth slows, and factors such as the Sino-US trade war, tax issues, environmental issues, and regulation of internet cultural content dissemination will directly impact the high-quality, high-growth trend of China's baijiu industry. New consumption driven by domestic demand becomes the new growth engine for future markets. The future growth strategy of mainstream liquor enterprises will be dominated by "stability first, rational growth," shifting from pursuing growth speed to pursuing growth quality.
  3. Industry development pattern: The past situation of simultaneous volume and price increases and overall prosperity in the baijiu industry no longer exists; the era of prosperity at the top and widespread depression at the bottom has arrived. Industry differentiation continues to intensify, showing a Matthew effect: the strong get stronger, the weak get weaker. It is particularly noteworthy that the strategic value of core large single products among leading famous liquor enterprises has been releasing in a concentrated and multiplied growth trend in recent years, contributing the most value. Most small and medium-sized liquor enterprises are affected by the squeeze competition growth strategies of famous liquor enterprises, and the superposition of factors such as consumers' brand recognition, quality perception, value alignment, brand purchase preference, and "drink less, drink better" further compresses their survival and growth space.
  4. Brand competition pattern: The advantages of famous liquor brand barriers are concentrated and amplified, brand concentration further increases toward advantageous famous liquors, and the echelon pattern of national leading famous liquor brands, provincial leading famous liquor brands, and regional leading famous liquor brands has basically formed. The era of matrix competition among leading brand famous liquors has arrived.
  5. Brand content marketing: In the fragmented era of mobile internet, more and more mainstream baijiu enterprises are paying increasing attention to value-driven, people-centered cultural marketing, shifting more from advertising communication and public relations to content marketing. It can be predicted that in 2019, Maotai Chairman Li Baofang proposed making cultural Maotai the core marketing strategy, which will become the tipping point for mainstream liquor enterprises to carry out cultural marketing. Mainstream liquor enterprises will adopt strategies of cultural leadership, content communication, and activity interaction to engage in deep dialogue with consumers.
  6. Consumption demand upgrade: Currently, the stratification of Chinese social structure, diversification of lifestyles and values, and diversification of life and work scenarios have formed different demand subjects in the baijiu industry. The first is the new wealthy group, characterized by low-key luxury, circle consumption, high quality in products, services, and experiences, and spiritual pursuit of common values and resonance. This group is the core demand subject for high-end baijiu. The second is the new middle class, mainly composed of the post-70s and post-80s generations, pursuing self, health, quality, and efficiency in work and lifestyle. This is the most active mainstream business consumption group in the market, and the core demand subject for mainstream government and business liquor, social drinking, and banquet liquor. The third is the new generation, mainly composed of the post-90s and post-00s generations, characterized by a simple, light luxury lifestyle, preference for scenario-based experiences, and special attention to the integration of practical and emotional value. This group is the key demand subject for liquor enterprises pursuing a younger-oriented route.
  7. Digital marketing strategic transformation: 2019 will be the year of explosive digital marketing transformation driven by new technologies such as big data, cloud computing, the Internet of Things, and artificial intelligence for mainstream Chinese baijiu enterprises. In the past three years, on the one hand, mainstream leading baijiu enterprises represented by Maotai, Wuliangye, Yanghe, Luzhou Laojiao, and Fenjiu have been actively exploring paths and methods for transforming traditional liquor enterprises into digital marketing strategies, establishing strategic cooperation alliances with IBM, Tencent, etc., to seek solutions for building digital marketing strategy systems suitable for their own enterprises; On the other hand, experts such as Professor Bao Zheng, founder of deep distribution and community business integration theory; Lin Feng, practitioner of community business integration model; Professor Liu Chunxiong, founder of new marketing model; Professor Shi Wei; Niu Enkun; Wang Jinghua from Miduo Big Data; and Zhao Bo from New Distribution have been deeply researching since 2014 how to explore a set of new marketing model systems suitable for the baijiu industry, including epistemology, methodology, and practice, and formulate a standardized, systematic comprehensive solution for baijiu digital marketing strategy, under the circumstances that the effectiveness of traditional marketing models (including traditional e-commerce) such as plate-in-plate, consumer plate-in-plate, and deep distribution has significantly declined as demographic and traffic dividends come to an end. This part of research and practice mainly targets small and medium-sized baijiu enterprises: Chongqing Jiangxiaobai, Jiangxi Lidu, Henan Huanggou, Guangdong Shiwan Distillery, etc. (PPT illustration of six performance characteristics of the new cycle in China's baijiu industry) Six topics for breaking through with new marketing models that need corresponding consideration:
  8. Leading famous liquor enterprises of different scales will face the realization of strategic goals of 100 billion, 10 billion, 5 billion, and 1 billion. The key focus is: in a highly uncertain market economy environment, how to combine digital marketing strategies, through what new marketing methodology and practice, turn "crisis" into "opportunity" and achieve implementation within planned time nodes?
  9. For small and medium-sized liquor enterprises to survive and thrive, becoming "excellent, special, and beautiful" enterprises like Jiangxiaobai and Lidu, they need to quickly learn, explore, and summarize a new marketing model that can optimize and empower existing traditional marketing, while possessing differentiation and sustainability.
  10. Between leading famous liquor brands of different echelons, in different regional markets, they also face squeeze competition from numerous famous liquor competitors and regional small and medium baijiu brands. How to firmly stand in the echelon camp pattern is the primary issue, and then consider how to further break through upward. Standing firm in the echelon camp is ability; breaking through the echelon camp is vision, plus a bit of luck. "Elevate thinking, dimensionality reduction strike" is a new core topic that any liquor enterprise in any echelon camp needs to face at all times in the mobile internet era.
  11. The communication value of traditional centralized communication models has greatly decreased in the fragmented mobile internet era, and the era of mass traffic dividends has basically ended. Establishing new communication models and new social traffic pools has become a key issue for any mainstream baijiu enterprise to focus on and study. Two aspects need consideration: one is how to establish a content production mechanism; the other is how to establish a communication distribution mechanism.
  12. The primary issue in marketing is to figure out who our real customers are. The demand directions, forms, and characteristics of each demand subject have obvious distinctions and differences. But they all revolve around a core keyword: demand upgrade. The 400 million new middle class and the huge new generation group are the core consumer groups for all baijiu enterprises. Correctly aligning with the consumption demand upgrades of these two groups will directly affect the size of enterprise and market growth space, the increase or decrease of revenue scale, and the size of consumer groups. In the mobile internet era, the interaction of mainstream consumer groups is increasingly online and digital. The key point for liquor enterprises in consumer strategy decisions is how to correctly position the "precise connection" between "customers and enterprises," allowing users to interact socially with the enterprise and turn users into an obligatory promotional media platform for brand communication.
  13. The digital marketing strategic transformation of traditional liquor enterprises is a top leader's strategic project. The transformation of thinking is crucial, requiring a shift from traditional marketing thinking to new marketing thinking, from channel thinking to user thinking, data thinking, supply chain digital thinking, and omni-channel marketing thinking, from having strategic thinking to good strategic thinking, from virtual strategic thinking to real strategic thinking, and then from real strategic thinking to fast strategic thinking, advancing layer by layer and landing layer by layer. The degree of attention from the top leader determines whether a liquor enterprise can quickly and successfully carry out digital marketing strategic transformation, rather than simply staying at the level of concepts and tools, nor is it a low-dimensional combination and geometric superposition of various social self-media and other marketing tools. Without systematic digital transformation paths and methods, without digital experiences centered on consumer needs, without supply chain digital transformation centered on the operational needs of F-end brand owners, B-end distributors, and R-end retailers, and without resolute implementation actions, all transformation is just empty talk! The digital marketing strategic transformation of traditional liquor enterprises requires decision-makers to consider clearly how to integrate traditional marketing models with digital marketing strategies driven by new technologies such as big data, cloud computing, IoT, and AI, how to optimize, restructure, or subvert them, thereby forming a new marketing model system suitable for the enterprise and a corresponding new organization. (PPT illustration of six topics for breaking through with new marketing models in China's baijiu industry) Summary of this section The six performance characteristics of the new development cycle for Chinese baijiu enterprises and the six topics for breaking through with new marketing models are one-to-one corresponding, and are content that Chinese baijiu enterprises need to focus on and deeply study at the current stage and in the next 3-5 years. For marketing strategy decision-makers of baijiu enterprises, uncertainties in the digital era are increasing, competition intensity is growing, tactical situations are becoming more complex, and massive fragmented information makes decision-making more difficult. In this context, finding the correct development strategy and tactical mainline becomes key. How to respond? First, accurately grasp trends, discern the overall situation, and make direction judgments; second, precisely identify gaps, recognize problems, formulate action plans, and execute quickly.
  14. Analysis of the Development Path of Mainstream Marketing Models for Chinese Baijiu Enterprises In China's baijiu industry, marketing models, as systematic tools of the baijiu marketing revolution, have played a leading role in innovation and pattern reshaping at different development stages. Different liquor enterprises, through their own strategic positioning, have structurally combined and differentiated various marketing elements: strategic layout, product positioning, market segmentation, price system, channel model, brand communication, resource allocation, organizational system, performance assessment, etc. This has not only played a leading role in innovation and pattern reshaping of the baijiu industry but also, the optimization, restructuring, or subversion of marketing models has changed the growth logic of every liquor enterprise. In the development path of mainstream marketing models in China's baijiu industry, researchers have different perspectives, but the main thread is generally consistent. According to Kotler's theory of marketing revolution evolution, I believe the mainstream marketing models of China's baijiu industry can be divided into four stages: marketing model 1.0, marketing model 2.0, marketing model 3.0, and marketing model 4.0. Each stage's mainstream model includes different sub-models, and the further development, the more diversified and composite the underlying logic of model combination, differentiation, restructuring, and subversion becomes. This indicates that the mainstream model of each stage changes due to market environment, demand changes, channel models, technological innovation, and other factors, and thus evolves from the previous stage's model through optimization, restructuring, or subversion. Marketing model 1.0 stage: Product-centered, with large circulation + large regional distribution rights segmentation as the main manifestation; Main implementation tools: Liquor enterprises divide and restructure large distribution regional business units by city. Representative enterprises: Wuliangye, Luzhou Laojiao Time node: Before 1996 Marketing model 2.0 stage: Customer-centered, consumer-oriented, with single drive of channel or brand, and dual drive of brand + channel as the main manifestation; Main implementation tools: Plate-in-plate model, direct distribution model, 1+1 model, deep distribution model, etc. Representative enterprises: Yanghe, Gujing Gong Time node: 1997 to 2011 Marketing model 3.0 stage: Consumer-centered, with combined application of traditional mainstream marketing models + value drive as the manifestation; Main implementation tools: Innovative application combinations of traditional mainstream models such as plate-in-plate, consumer plate-in-plate, direct distribution, 1+1, 4*3, deep distribution, etc., with value-driven system as the outline, establishing the brand 3I super marketing model [(brand, positioning, and differentiation) + (brand logo, brand ethics, and brand image)], i.e., a new type of consumer super trust system. Representative enterprises: Maotai, Shede Time node: 2012 to 2015 Marketing model 4.0 stage: Consumer experience-centered, with digital marketing strategy as the platform, systematically integrating, optimizing, upgrading, and even restructuring "innovative combined application of traditional marketing models + value-driven system based on brand 3I super marketing model [(brand, positioning, and differentiation) + (brand logo, brand ethics, and brand image)]", achieving "data sharing, panoramic resonance, and full-chain win-win" as the manifestation; Main implementation tools: Traditional marketing model + new marketing model + mobile internet tools Representative enterprises: Maotai, Wuliangye, Yanghe, Luzhou Laojiao, Fenjiu, Jiannanchun, Jiangxi Lidu, Chongqing Jiangxiaobai Time node: In 2016, mainstream baijiu enterprises began to deeply explore digital marketing strategic transformation; in 2019, mainstream baijiu enterprises began to fully implement digital transformation strategies. (PPT illustration of the development path analysis of mainstream marketing models for Chinese baijiu enterprises) From the rough division above, it can be seen that most mainstream liquor enterprises in China still mainly apply marketing model 3.0, while a few leading enterprises show entry into marketing 4.0, but the underlying logic of application has begun to change qualitatively in the past three years. In the era of consumer sovereignty, the effectiveness value of traditional marketing models in the frontline market is indeed decreasing year by year. Many mainstream enterprises recognize this problem and are actively seeking ways to break through: on the one hand, they implant digital marketing thinking genes, technical means, and strategic tools into traditional marketing models, targeting the rising post-80s, post-90s, and post-00s new middle class mainstream business consumption groups and new generation groups, by introducing digital marketing concepts, technical tools, and strategic means, actively trying to establish new consumer touchpoint systems and communication discourse systems; For example, Wuliangye Group reached a strategic cooperation with IBM in 2017 and officially launched the Wuliangye e-store + APP online store on November 19, taking the first step in digital transformation. Before June 2019, core products must fully achieve three major digital "closed loops" to realize digital new momentum. For example, Jiangxi Lidu Liquor: Under the guidance of Professor Lin Feng's team from Beijing Chain-e-Chain, Lidu Liquor carried out marketing reform, introducing the "new culture + new marketing" model, using the immersive experience model of "small temple guides traffic, medium temple performs rituals, large temple makes conversion" for user cultivation, with progressive and three-level interaction; using the "store-to-store, person-to-person, village-to-village" e-based three-way model for online-offline integrated channel digitalization and user privatization. On the other hand, in the value-driven model, through various large and small public relations activities, tasting experience activities, brand IP communication, cultural IP combined communication, social welfare activities, sports event sponsorship, circles, communities, cross-border cooperation, etc., to give brands new connotations in the new era and establish a new cultural system that resonates with new consumers' values. For example, Luzhou Laojiao Group, on February 27, 2019, Luzhou Laojiao·Guojiao 1573 joined hands with China National Opera & Dance Drama Theater and China Performing Arts Agency to launch the 2019 global tour of the dance drama "Confucius". The national-level IP cultural matrix constructed by Luzhou Laojiao is actually based on the value-driven system, building the brand 3I super marketing model [(brand, positioning, and differentiation) + (brand logo, brand ethics, and brand image)] for Luzhou Laojiao·Guojiao 1573. That is, a new type of consumer super trust system in the era of consumer sovereignty. Through this system, Luzhou Laojiao·Guojiao 1573 builds a super matrix of historical celebrities, forming a super social traffic pool platform for brand social interaction in the new era, and then forming a digital communication matrix system for super fans of Luzhou Laojiao·Guojiao 1573 internationally. For example, Jiangxiaobai: Jiangxiaobai's founder Tao Shiquan once said vividly: "When the product comes out, the script comes out; when the script comes out, the IP comes." Jiangxiaobai has built its own IP matrix system: one is the super founder IP: Tao Shiquan; one is the super brand IP, representing youth small liquor. One is the scenario-based, self-traffic super product IP, such as Sanwu Zhiyou, Shiren Yin, etc. At the same time, in cross-border cooperation with different industry IPs, Jiangxiaobai has also built a cooperation matrix system: Jiangxiaobai + culture, Jiangxiaobai + art, Jiangxiaobai + animation, Jiangxiaobai + film and television, Jiangxiaobai + music, etc. Behind these breakthrough actions of liquor enterprises, the implied development direction is actually the prelude to Chinese baijiu mainstream innovative enterprises fully entering the marketing 4.0 stage. On April 26, 2018, Wuliangye held the kick-off meeting for the digital transformation project, formally confirming strategic cooperation with IBM, based on "one center, six capabilities" to carry out digital transformation work and create a digital Wuliangye in the new era. On January 30, 2019, at the Wuliangye work summary conference, Chairman Li Shuguang further improved and confirmed the "1365" digital transformation strategy, completing the overall digital special blueprint planning for Wuliangye, and carrying out the construction of digital systems for marketing front, middle, and back offices. In May 2018, Maotai launched the first phase of the full industry chain digital platform construction, mainly building two basic platforms: Maotai Cloud and Maotai Data Lake, and three application provincial platforms: "Smart Maotai" application center, raw material base platform, and quality and video safety control platform, with an investment of 104 million yuan. On December 4, 2018, Luzhou Laojiao Group became the first baijiu enterprise to reach a digital marketing strategic cooperation with Tencent, aiming to achieve precise marketing across all digital marketing scenarios, realizing the digital path of "attracting new - activating - retaining - converting - repurchasing" for consumers, thereby establishing a "data + content + operation" trinity smart retail system to provide a series of experience solutions for young users more precisely. On December 19, 2018, Yanghe Group and Suning Group held a strategic cooperation agreement signing ceremony in Nanjing, determining that the two sides will carry out in-depth cooperation in online sales, smart retail, logistics, finance, capital, big data, etc. Chairman Wang Yao said: "At present, competition for offline market resources in baijiu is increasingly fierce. With the popularity of the internet, the number of online consumers is increasing. Yanghe Co., Ltd. has already entered major e-commerce platforms as early as 2011. To better implement the dual-core driven development strategy, the two sides will accelerate in-depth cooperation and seek new breakthroughs." On January 10, 2019, at Yanghe Group's annual work conference, Yanghe determined the next digital strategy offensive: Yanghe will leverage the leading role of digitalization, continuously activate existing user assets, drive user operations, and gradually form a highly sticky fan group. At the same time, strengthen the support of informatization, promote scenario-based marketing combining online and offline, build smart factories with intelligent production, fully form Yanghe's characteristic smart management, and promote the implementation of artificial intelligence technology applications. --------------------------------

It can be further judged and analyzed that leading famous liquor enterprises in China's baijiu industry have their own forward-looking considerations in the layout of digital marketing strategies. Each stage of digital transformation actions is laid out according to the trend and steadily advanced, all indicating the future scenario layout of the new marketing model in the liquor industry. The future mainstream new business system or big data growth engine of the liquor industry is also accelerating! Summary of this section Based on the above development background and the analysis of the development path of mainstream marketing models, we can predict that the implementation combination system for the marketing model 4.0 stage of mainstream Chinese baijiu enterprises: traditional marketing model + new marketing model + mobile internet tools, officially enters a new stage of comprehensive entry, deepening layout, and fine execution in 2019! As Professor Liu Chunxiong, founder of new marketing theory, judged at the opening class of 2019, 2019 will be regarded as the first year of new marketing, and new marketing has reached the stage where it can be promoted and popularized. For mainstream Chinese baijiu enterprises, the marketing revolution 4.0 era has truly arrived: using mobile internet tools for connection and empowerment, using traditional marketing models for market stock transformation, and using new marketing models for market increment innovation! 3. Implementation System Tools for Marketing Model 4.0 for Chinese Baijiu Enterprises--- Principles, Principles, and Key Strategic Action Paths of New Marketing Models

  1. Interpretation of the Principles of New Marketing Models for Chinese Baijiu Enterprises In the marketing 4.0 era, what exactly is the "new marketing model"? In recent years, several professors, experts, and big data growth engine experts who focus on researching new marketing models for FMCG have interpreted it from different perspectives. I have briefly summarized them: Professor Shi Wei: New marketing is the three-dimensional space (offline, community, and network space) and the trinity (cognition, transaction, and relationship). The core of new marketing: offline, do new positioning, channel empowerment, new promotion, new scenarios, new relationships, etc.; online, do community, operations, and promotion, and try every means to "establish relationships" with users and build connections. Professor Liu Chunxiong: New marketing tactical framework: new 4P combination: scenario, IP, community, and communication. New marketing system: centered on IP creation, upgrading the operational logic and tactical system of marketing around online and offline. The system has two key points: one is the "trinity" of cognition, transaction, and relationship; the other is the "three-dimensional space" of offline, community, and network. Professor Huang Shengmin from Communication University of China: New marketing is consumer-centered, with content that triggers emotional resonance as the driving force; through label optimization, algorithm empowerment, precise matching of products, marketing materials, and consumer scenario needs, carrying out whole-network information distribution; at the same time, establishing an effective sales undertaking mechanism, integrating and utilizing resources related to sales promotion, achieving simultaneous circulation and conversion of goods; thereby improving enterprise operational efficiency. Mr. Wang Jinghua, expert from Miduo Big Data Growth Engine: New marketing is based on the construction of a user account system, centered on user operation, and driven by data to reconstruct "people, goods, and scenes," achieving "what you see is what you get" for users. The theoretical system of new marketing mainly has three points: 1. Integrate the "trinity" (cognition, transaction, relationship); 2. Build "three-dimensional space" (online, offline, community); 3. Achieve "three all and five senses" (all-weather, all-scenario, all-experience, sense of existence, sense of participation, sense of ritual, sense of honor, sense of happiness). Mr. Lin Feng from Beijing Chain-e-Chain: Under the premise of controlling terminals, with the help of mobile internet means and tools, establish an integrated relationship with consumer users, focus resources, cultivate user needs, privatize consumer users, and block opponents. Growth logic: from "product-terminal" relationship to "enterprise-user" relationship; Competition logic: cut off the relationship between opponents and users. 123 rule: 1 investment goal facing the market - 721, 2 support points - CMO organization and product value chain design, 3 elements - good products, connectors, and marketing functions. Mr. Zhao Bo from New Distribution: Find consumers, discover needs, match products according to scenarios, tell good stories, do good communication, ignite the market, and then through efficient shared supply chain, one-click routing distribution, deliver goods to consumers. --------------------------------

The interpretations of the above experts and teachers are the theoretical guiding principles that Chinese baijiu enterprises must practically practice and resolutely implement when entering the marketing 4.0 era. Their core logic points to a key proposition: under the trend of online-offline integration, how to find paths, methods, and tools suitable for different liquor enterprises where traditional marketing models and new marketing models can effectively integrate and empower each other, rather than viewing this marketing revolution independently or separately. This marketing revolution in the mobile internet era is to connect everything and carry out digital empowerment. The essence of marketing is to connect customers. Liquor enterprises should use mobile internet technologies and tools to open up customer interaction chains, upgrade and develop new marketing organizational capabilities, and build an omni-domain digital platform ecosystem. Using Kotler's concept to understand, in the marketing 4.0 era of Chinese baijiu enterprises, the new marketing model is to redefine the marketing system of the digital economy, a marketing method that combines online and offline interaction between enterprises and users, building brands through combining form and entity, and increasing user participation through human-to-human interaction supplementing machine-to-machine interaction. New marketing models and traditional marketing models will complement, integrate, coexist, and win together in the marketing 4.0 era. In the marketing 4.0 era, with consumer experience as the center, digital marketing strategy as the platform, systematically integrate, optimize, upgrade, and restructure "innovative combined application of traditional marketing models + value-driven system based on brand 3I super marketing model [(brand, positioning, and differentiation) + (brand logo, brand ethics, and brand image)]"; Driven by humanistic values, build a new type of consumer super discourse communication system based on the "four new systems" platform: new product system, new brand system, new culture system, and new communication system: product scenarioization, brand IP-ization, content community-ization, and communication digitalization; Develop an empowering new marketing organizational system; Borrow and develop mobile internet big data growth engine system technologies and tools for platform empowerment; The ultimate goal is to achieve "data sharing, panoramic resonance, and full-chain win-win"; The above will become the main core content of the new marketing model transformation for mainstream Chinese baijiu enterprises. (PPT illustration of the simplified model of new marketing model transformation for mainstream Chinese baijiu enterprises) 2. Six Basic Guiding Principles for Constructing New Marketing Models for Chinese Baijiu Enterprises In the past two years or so, I have been researching and practicing new marketing models and new retail models in the liquor industry, deeply engaging in every action link of constructing new marketing models among liquor enterprises and merchants of different scales, including "research and learning - practice and landing - trial and error correction - refining models - summarizing experience." At the same time, in the process of learning from various new marketing expert teachers, I have also particularly borrowed, absorbed, summarized, and refined six basic guiding principles that I believe need to be followed in the process of constructing a new marketing model system for Chinese baijiu enterprises. Perhaps my theoretical observation and research on the new marketing model of China's baijiu industry may not be systematic and in-depth enough. Most of the industry's cognition still has contextual differences between traditional marketing models and new marketing models. The concepts, content, and frameworks sorted out here may inevitably have theoretical logic misunderstandings and structural loopholes. At the same time, I have not personally experienced the best practice value benchmark cases in mainstream Chinese baijiu enterprises to verify whether these logics can all work, and there may be immature and biased aspects, with more form than content. But I try to interpret from a grassroots practical perspective. Although it is not completely correct, I still hope to play a role in attracting jade by throwing bricks. In the logic of theoretical application, the following six principles should be core topics that any Chinese baijiu enterprise needs to deeply study, think about, and implement one by one on the path of transformation from traditional marketing models to new marketing models. Principle 1: Use offline channels as the carrier, online channels as complement, integrate the "trinity" of cognition, transaction, and relationship, and develop a digital market path of "online-offline integrated interaction"; Principle 2: Guided by user community, with the construction of a data-based "user account system" as the underlying logic, confirm the connection mechanism for building customer interaction in the "three-dimensional space" of offline, community, and network; Principle 3: Centered on customer value, transform from "product-terminal" relationship to "enterprise-user" and "user-social" relationships, that is, let consumers participate in the enterprise's business activities, become symbionts, become community business integration relationships, and jointly create a multi-dimensional value combination system with the enterprise. Principle 4: Based on the brand 3I super marketing model [(brand, positioning, and differentiation) + (brand logo, brand ethics, and brand image)], driven by humanistic values, build a new type of consumer super discourse communication system based on the "four new systems" platform: new product system, new brand system, new culture system, and new communication system: product scenarioization, brand IP-ization, content community-ization, and communication digitalization, adhere to and defend the consistency of brand genetic traits and brand codes, form content production mechanisms and communication distribution mechanisms, and form strong differentiation from competing brands. Principle 5: Benchmark against the traditional marketing 4P combination (product, price, place, promotion), integrate and evolve into the new 4P combination (scenario, IP, community, communication), the new digital 4C combination (product co-creation, dynamic pricing, participation in public activities, guiding content dialogue mechanism), and the new digital 4R combination (digital profiling and identification, digital coverage and reach, establishing continuous relationship foundation, and achieving transaction and return) of multiple dynamic marketing combinations. Principle 6: Supported by the digitalization and online development of new organizations, relying on mobile internet technology tools, driven by big data, optimize and reconstruct the digital connection functions of "sales, market, finance, logistics, operations, management" and "users, products, channels, services, organizations", achieving "brand online, product online, sales online, marketing online, management online, service online, capital online, logistics supply chain online, manufacturing online, organization online, information management system online", providing users with comprehensive, three-dimensional online-offline integrated digital comprehensive service solutions. (PPT illustration of the six basic principles framework for constructing new marketing models for Chinese baijiu enterprises) 3. Nine Key Strategic Action Paths for Implementing New Marketing Models for Chinese Baijiu Enterprises In the simplified model diagram of the new marketing model transformation for mainstream Chinese baijiu enterprises described above, it can basically be seen that the core architecture of the basic framework, structure, path, and tools for implementing the new marketing model in the liquor industry is an aggregate of "content platform + digital platform", which, when integrated with "big data operations" and "marketing strategic thinking upgrade", can produce a tenfold speed fission growth effect, and is the growth engine. This is also a core module in the business operating system of baijiu enterprises in the mobile internet digital marketing strategy era. Among them, the big data growth engine system is the most important part of the new marketing system layout and a booster for the growth flywheel of transformation actions. I have summarized and refined nine key strategic action paths for implementing new marketing models for Chinese baijiu enterprises, that is, establishing nine major system platforms: baijiu new retail experience center system platform, baijiu digital distribution system platform, baijiu digital marketing system platform, baijiu digital integrated communication value system platform, baijiu digital supply chain system platform, baijiu product innovation system platform, baijiu new marketing organization system platform, baijiu new intelligent manufacturing system platform, and baijiu digital empowerment tool system platform. Key strategic action path 1: Based on the principle of developing a digital market path of "online-offline integrated interaction", centered on "customer value", with the user unified membership value system under the community business integration model as the carrier, relying on label systems and big data analysis dimensions such as "original data, behavior data, transaction data, scenario data", obtain precise portraits of user members, rely on intelligent interactive tools such as WeChat red packets, coupons, cash coupons, lottery tickets, turntables, mini-programs, etc. to precisely reach consumers, interactive experience, enhance stickiness, and establish a scenario-based experience baijiu new retail experience center system platform empowered by omni-domain data. Key strategic action path 2: Establish a user community confirmation mechanism, make good use of mobile internet tools such as "WeChat public accounts, communities, mini-programs, one-code-one-object", open up the "three-dimensional space" of offline, community, and network, and establish a "three networks in one" (sky network, ground network, human network) whole-network, full-chain, full-time baijiu digital distribution system platform; Key strategic action path 3: At the digital level of the "sales" system, through establishing multi-dimensional scenario QR codes such as "box code, bottle code, shopping guide code, traceability code, anti-counterfeiting code, anti-channel-crossing code" and other "one-code-one-object" tools, control the flow direction of each bottle of product and market activity expenses, make market order management, expense supervision management, sales business management, distributor management, and terminal retailer management all online and digital, thereby building the enterprise's own full-scenario channel big data acquisition operation platform; At the digital level of the "marketing" system, establish a user operation strategy centered on digital means such as user portraits, label grouping, rights grading, community marketing, and mini-program connections, creating multiple user experiences to obtain data operation platform. The integration and superposition of the two constitutes a baijiu digital marketing system platform. Key strategic action path 4: Establish a baijiu digital integrated communication value system platform under a new type of consumer super discourse communication system, with the "four new systems" multi-dimensional value combination system as the core, creating "product scenarioization, brand IP-ization, content community-ization, and communication digitalization" as the expression means, integrating the interactive mechanism of the new digital 4C combination (product co-creation, dynamic pricing, participation in public activities, guiding content dialogue mechanism); Key strategic action path 5: Through the "full-scenario coding of terminal consumption" and "label empowerment" technology of one-code-one-object, establish multi-code association models such as "box code, bottle code, shopping guide code", integrate C-end and B-end data to empower the supply chain, improve efficiency, and create a real-time dynamic online and data-based baijiu digital supply chain system platform; Key strategic action path 6: Establish a category innovation center, from incremental innovation from homogeneity to differentiation, to breakthrough innovation from differentiation to high quality, create high-quality core products of different grades (high-end, sub-high-end, mid-to-low-end), and new models of different categories of liquor bodies, forming a larger and stronger "core main product system", "Chinese baijiu category innovation standard system", and "Chinese baijiu quality expression new system", that is, a multi-dimensional combined baijiu product innovation system platform. Key strategic action path 7: On the basis of the traditional marketing organization system, optimize, upgrade, transform, and iterate, shifting from management functions to empowerment functions, achieving employee online, management online, and user online. The ultimate goal is to establish a transparent, shared, collaborative, competitive, and consistently iterating new empowering baijiu new marketing organization system platform; Key strategic action path 8: Guided by the "community business integration" model, build the liquor enterprise into a social, digital, and intelligent large center community integrating "sightseeing tourism, leisure vacation, business meetings, consumer experience, circle social interaction, sales, and services", open up the connection of the "three-dimensional space" of offline, community, and network space, centered on consumer experience, with digital empowerment tool systems as the platform, activate the sense of participation, ritual, honor, and value identity of three major consumer groups: local consumer groups, social consumer groups, and mobile consumer groups in different online and offline scenarios, that is, build a baijiu new intelligent manufacturing system platform deeply related to all consumption experience scenarios, business activity scenarios, life social scenarios, quality expression scenarios, etc.; Key strategic action path 9: Establish the nerve center system of the baijiu enterprise marketing department: the big data growth engine system - a baijiu digital empowerment tool system platform of "small front end, large middle platform, rich ecology, and co-governance". (PPT illustration of key strategic action paths for implementing new marketing models for Chinese baijiu enterprises) Summary of this section The essence of the new marketing model for Chinese baijiu enterprises is actually a reconstruction of the relationship between "people, goods, and scenes". By borrowing mobile internet technologies and tools, establishing a big data growth engine system, all data support will be the support for all businesses. Through the integration of the "trinity" of cognition, transaction, and relationship, connecting and opening up the "three-dimensional space" of offline, community, and network, making channels online, user data-based, and business information-based, and then achieving the ultimate goal of maximizing user value: "data sharing, panoramic resonance, and full-chain win-win". On the basis of understanding its essence, through a simple combing and summary of these nine key action paths, I believe that baijiu enterprises can fully refer to the main ideas of these nine action path models and build nine systematic strategic platforms suitable for their own actual conditions within the framework of the new marketing model. That is, overall establish a digital business operating system "169 model": 1 is based on marketing model 4.0 as the action foundation, 6 principles as the theoretical application logic, and 9 systematic strategic platforms as the action content. (PPT illustration of the "169 model" of the digital business operating system for Chinese baijiu enterprises) In this way, a digital marketing strategic blueprint of the "169 model" business operating system for baijiu enterprises with big data as the growth engine is presented before us! 4. Four Typical Cases of New Marketing Models for Chinese Baijiu Enterprises In this part, I have selected four most representative Chinese baijiu enterprises that practice new marketing models as samples for typical case studies. One is a national leading famous liquor brand enterprise representing Chinese famous liquors: Yanghe Co., Ltd.; One is a regional/pan-national leading famous liquor brand enterprise representing Chinese famous liquors: Shede Spirits; One is a traditional regional small and medium-sized baijiu brand enterprise: Jiangxi Lidu Liquor; One is a "special, excellent, beautiful" baijiu brand enterprise representing the new generation of liquor enterprises: Chongqing Jiangxiaobai. The logical structure and tools of case analysis mainly use the traditional marketing 4P combination (product, price, place, promotion) as the basic framework, combined with the new digital 4C combination (product co-creation, dynamic pricing, participation in public activities, guiding content dialogue mechanism), the new digital 4R combination (digital profiling and identification, digital coverage and reach, establishing continuous relationship foundation, and achieving transaction and return), and the new marketing 4P combination (scenario, IP, community, communication) of multi-dimensional marketing combination tools and the simplified model tool of new marketing model transformation for mainstream Chinese baijiu enterprises for brief analysis. For enterprises of different levels, the analysis combination dimensions I choose will be somewhat different, and the tools will have different emphases. Each combination only selects a few dimensions for simple research and analysis, mainly presenting the core highlights of the specific enterprise's new marketing model.

  1. National leading famous liquor brand enterprise: Yanghe Co., Ltd. Yanghe Co., Ltd. is one of the leading famous liquor brand enterprises in China's baijiu industry with the strongest continuous innovation capability in marketing models and digital transformation capability. In terms of continuous innovation in marketing models, Yanghe Co., Ltd. has successfully carried out innovative combined applications: multiple models such as 1+1 model, plate-in-plate model, consumer plate-in-plate model, 4*3 model, and deep distribution model coexist and develop, with compound drive. Different development stages and products at different price bands have been subdivided in the application of marketing models. In integrated communication campaigns, establish a value-driven system based on the brand 3I super marketing model [(brand, positioning, and differentiation) + (brand logo, brand ethics, and brand image)] to guide various event marketing activities, maximizing the resonance between brand humanistic spirit and consumer values. In digital transformation capability, propose the three theories of "resource integration, technological change, and model innovation", creating many benchmark highlights in the industry in the application of new marketing models such as user operation, scenario models, IP matrix system drive, community operation, event marketing activities, and social communication. (PPT illustration of brief analysis of benchmark highlights of Yanghe Co., Ltd.'s new marketing model)
  2. Regional/pan-national leading famous liquor brand enterprise: Shede Spirits Since its restructuring more than two years ago, Shede Spirits has taken a distinctive strategic path: subversive innovative strategic marketing. The new marketing strategy decision-making team began to subvert the old marketing strategic thinking model, old product structure system, and old marketing pattern from the start. Every variable of marketing elements has been implanted with genes of new marketing models such as Internet+, big data+, consumer portrait digital insight, consumer stratification, community cultivation model, employee, product, customer, management online, enterprise platformization, brand personification, product IP-ization, and all-staff maker-ization. On August 1, 2018, the "Marketing Cloud" project, centered on "consumer cultivation, establishing a consumer big database, and carrying out precise marketing for consumers", was officially launched, and Shede Spirits' digital marketing entered a new stage. It can be said that currently, in the sub-high-end baijiu camp, it is the most thorough regional or pan-national leading famous liquor enterprise in practicing the new marketing model in the marketing revolution 4.0 stage from traditional marketing to digital marketing. (PPT illustration of brief analysis of benchmark highlights of Shede Spirits' new marketing model)
  3. Traditional regional small and medium-sized baijiu enterprise: Jiangxi Lidu Liquor On November 21, 2018, at the three-day and two-night learning classroom of the second New Marketing President Class in Nanchang, Jiangxi, through the teaching and explanation from theory to practice by many big shots and professors who deeply research and practice new marketing models, such as Lin Feng, Xu Yingjie from Chain-e-Chain, Wang Jinghua from Miduo, Tang Xiangyang from Lidu Liquor, and Liu Chunxiong, and field visits to the Lidu distillery, I gained a more systematic and deeper understanding of the epistemology, methodology, and practice of new marketing. A traditional regional small and medium-sized baijiu enterprise can break through the deadlock in difficulties, achieve a 10x growth counterattack, successfully enter the 2018 Golden Bull case and win the "2018 Most Brand Interaction Award", becoming an industry phenomenon-level online celebrity benchmark, leading the practice of "new marketing", and becoming the number one player in "immersive experience". Behind this, there must be a successful system of epistemology, methodology, and practice of new marketing as guidance. This is the "liquor enterprise upgrade 154 strategy", "new marketing three theories", and "new marketing practice 437 system" summarized by the Beijing Chain-e-Chain Lin Feng and Liu Zhiqiang team in the process of consulting and serving the Lidu distillery, together with frontline market personnel. (PPT illustration of brief analysis of benchmark highlights of Lidu Liquor's new marketing model)
  4. New generation "special, excellent, beautiful" baijiu brand enterprise: Chongqing Jiangxiaobai Chongqing Jiangxiaobai, the mainstream representative of the new generation "youth small liquor", has been exploring, trial-and-error, correcting, and summarizing the new marketing model system in southwest markets such as Chongqing and Chengdu since 2012, using a model that subverts and reconstructs traditional marketing, while simultaneously optimizing and innovating the product system; in 2015, it launched the Wuhan market, Hefei market, and Zhengzhou market, entering the stage of hard battles; after the new marketing model system basically matured in 2017, it fully entered the stage of deepening layout in the national market, entering more than 50% of county-level markets by city and county. I believe that the success of Jiangxiaobai in the new marketing model mainly has four core key driving elements: new category + new product, IP drive + new communication, online deep fan marketing, and offline deep distribution. Key driving element 1: New category + new product New category: "small qu light aroma" with old taste and new life: smoother entry, refreshing, pure, more in line with the taste of the younger generation; New product: product innovation strategy led by four consumption scenarios: "small gatherings, small drinks, small moments, small moods". Key driving element 2: IP drive + new communication IP drive: with the establishment of self-owned IP as the main line, establish three major IP matrices: boss Tao Shiquan, product IP, and brand IP; New communication: based on the principle of "user first, self-traffic; content as the outline, activities attract traffic", establish a new media communication matrix with Weibo and WeChat as the main communication tools, Weibo for breadth, WeChat for depth, and organize offline activities. Key driving element 3: Online deep fan marketing
  5. Establish online channels: open direct-operated stores and flagship stores on e-commerce platforms such as Tmall, Taobao, JD.com, Suning.com, etc.;
  6. Establish online social communication mainly based on interaction;
  7. Establish offline community marketing mainly based on interaction. Key driving element 4: Offline deep distribution
  8. Channel flattening, platform direct operation;
  9. Human wave tactics, intensive cultivation. (PPT illustration of four key driving elements for the success of Chongqing Jiangxiaobai's new marketing model) Conclusion Philip Kotler said in "Marketing Revolution 4.0: From Traditional to Digital": "The implementation of digital strategy is not a subversion of the original marketing; the two should complement and integrate to achieve common progress. Fundamentally, demand management is always the core of marketing. Forgetting the origin and purpose, no matter how much technology and data, is useless input." From the four cases of baijiu enterprises of different scales exploring and practicing new marketing models described in this article, it can be seen that the "change" and "unchanged" of marketing, and the "old" and "new" of models are determined by factors such as changes in market environment, demand, and technology. The essence of marketing strategy has not changed. Whether it is traditional marketing models or new marketing models, the three marketing strategic origins of "demand management, establishing differentiated value, and establishing the foundation for continuous transactions" remain unchanged. The four liquor enterprises that successfully practiced new marketing models all grasped the core essence of these three marketing strategic origins. Every market needs to break the deadlock, and so do enterprises; every model needs to evolve, and so does the system!

Reference books and literature for this article:

  1. "Marketing Revolution 3.0: From Products to Customers to the Human Spirit" by Kotler et al.;

  2. "Marketing Revolution 4.0: From Traditional to Digital" by Kotler et al.;

  3. "Marketing Strategy in the Digital Age" by Cao Hu, Wang Sai, Qiao Lin, et al.;

  4. "New Marketing" by Liu Chunxiong;

  5. "Connection" by Shi Wei;

  6. Industry official WeChat accounts such as Tangjiu Kuaixun, Jiu Shuo, Yunjiu Toutiao, Jiuye Jia, Weijiu, Jianiang Wang, Dajia Jiuping, Huaxia Wine News, Miduo Big Data Engine, New Distribution, etc.;

  7. Official WeChat accounts of baijiu enterprises such as Yanghe Co., Ltd., Shede Spirits, Lidu Liquor, and Jiangxiaobai. -END-