From a price perspective, with 20 yuan as the threshold, many bottled liquor products meet this standard: Veteran companies like Niulanshan, Laocunzhang, and Longjiang Jiayuan have all launched upgraded new products: for example, Niulanshan introduced two 38-yuan Jingwei Nongxiang products and even launched a 108-yuan high-end bottled liquor called Zhenpin Chenniang; Laocunzhang launched a new product called "Lechun" at 30 yuan per bottle; Longjiang Jiayuan introduced "Chaoji Chunrou" priced at 20-25 yuan per bottle; and even famous brands like Yanghe Lanyou have high-end bottled liquors. In fact, there is a paradox: the mainstream price range for bottled liquor is still 12 yuan (represented by Laocunzhang Xiangmantang) and 15 yuan (represented by Niuer). Even considering consumption upgrades, a mainstream assertion is that "in the future, there will be no boxed liquor below 50 yuan." Therefore, from this perspective, it is worth taking stock of those:

  1. Companies whose product focus is above 20 yuan, or those with only a single product;
  2. Companies that have clearly allocated resources to high-end bottled liquor brands since the beginning of this year;
  3. High-end bottled liquors newly launched in the past year or two with typical explosive potential. This is not easy, and there are many dimensions. The editor has compiled 8 products to pay tribute to these new forces (in no particular order): 1 Luzhou Laojiao · Lübo Erqu Lübo Erqu is not simple, and this complexity lies not only in reaching 200 million yuan in scale in less than a year, but also in the latest change: in Luzhou Laojiao's latest blueprint of its five strategic products, the representative (image) product of the Erqu series has been changed from Lanrou Erqu to Lübo Erqu. The significance behind this change is extraordinary. Perhaps in the future, some of Laojiao's communication resources will be concentrated on Lübo. The Shandong meeting a few days ago sent even newer signals: first, 147 Erqu barcodes were eliminated again; second, Lübo Erqu has stopped recruiting distributors. This means that the focus for 2018 or a period of time will be: building price, value, and brand. After clarifying the strategic position of Lübo Erqu, and not recruiting new distributors to divert resources, it is clearly aimed at making it bigger and stronger. Just considering the fact that they spent a lot of money to invite Yue Yunpeng as spokesperson, how many famous liquor companies would do this for their bottled liquor products?! 2 Fenjiu · Bofen Strictly speaking, this is not a new product, but Fenjiu places considerable importance on bottled liquor. This importance lies not only in the fact that it has become a major product stabilizing the 35-yuan price range, with sales reaching 1 billion yuan, but also in that it is a powerful tool for expanding outside the province. In key markets like Henan, Fenjiu internally has a saying of "running at both ends": the high-end is the Qinghua series, and the bottled liquor is Bofen. It is understood that this product sells well in the Henan market. Although it seems that Fenjiu is indifferent to Bofen, Jiu Shuo has learned that there are actually many market actions on the ground, including terminal promotions, team allocation, and channel management. Still waters run deep—equally formidable! 3 Xifeng 375 Xifeng 375 is also a legend, going from a gift item to 500 million yuan in sales. Especially under the encirclement of various Fengxiang factions in the Shaanxi market, breaking out was not easy. As is well known, the Shaanxi market has a characteristic: excessive packaging. That is, products at the same price point in Shaanxi have much more luxurious packaging. Under the premise that there is little room for innovation in Fengxiang itself, various contract-manufactured products have taken packaging to the extreme. Until the appearance of 375, this 7.5-liang bottle returned to simple bottled liquor and carved out a new path. Taking advantage of the rational return of consumption and the rise of bottled liquor, Xifeng 375 has developed rapidly, with a growth rate expected to reach 30% this year. More importantly, it has maintained good price discipline in the Shaanxi market, even increasing slightly year by year. Currently, the price within the province is nearly 30 yuan, which is not easy to maintain. 4 Hongxing · Da Lanping Earlier this year, I was almost captivated by Hongxing's copywriting—it was so smooth. It turns out that Hongxing is also good at touching hearts. For its classic Hongxing Lanping series, which sells at around 30 yuan, the biggest move is a packaging change: The new packaging has a more prominent Hongxing logo and adds the typical number 1680. It is understood that the core of this renewal is to highlight the creation of Hongxing's super symbol, aiming to bring consumers a more fashionable and higher-quality product experience. Hongxing is presenting a new image to consumers, meeting increasingly segmented consumption needs such as different ages, tastes, and occasions, and opening the prelude to Hongxing's product upgrade. Objectively speaking, the packaging change also supports Hongxing's new needs for channel sinking and intensive distributor recruitment, achieving a dual improvement in brand and new products. 5 Xiaocunwai · Jiaoxiang Yuanjiang Xiaocunwai is quite impressive. Under the strong pressure of the two big brothers, it has managed to develop to its current state and gradually solidify its reputation as one of the top three in Northeast China. It seems difficult to simply evaluate it as a dark horse. Taking its major product Jiaoxiang Yuanjiang, which has exceeded 100 million yuan in scale, the product is innovative enough, and the brand appeal of "spelling out big dreams" is very relatable and resonant. Besides the product itself, the company's development momentum deserves more attention: First, Chairman Yang Zhanbo's strong charisma and boldness. The boss is the biggest spokesperson. Can you imagine a billionaire posting dozens of product updates on his Moments every day? Yes, that's Boss Yang! Second, the company is vigilant in times of peace. On one hand, it vigorously conducts distributor training; on the other hand, it strengthens the construction of model markets. Third, the recent major move: focusing on the Changchun market, trying new models, overturning past practices like under-cap prizes for bottled liquor, and directly passing channel profits to consumers. This is revolutionary! It also breaks the trend in the Northeast market of not recognizing local bottled liquor. Very bold! 6 Fen Yang Wang · Shijian Chenniang This bottled liquor reached over 80 million yuan in scale in less than a year. For a regional strong brand like Fen Yang Wang, which is not a famous liquor brand, this is difficult to achieve. Jiu Shuo learned that Suo Shaojie, Marketing Director of Shanxi Fen Yang Wang Liquor Industry, pointed out several key reasons for this breakthrough: First, Shanxi has a good consumption foundation for high-end bottled liquor, thanks to years of cultivation by Bofen. This is the most basic factor. Second, Fen Yang Wang is in a rising phase, with strong development momentum. Moreover, it has made bold changes, eliminating nearly 80 products before launching this one, showing a clear focus. Third, the model is simple. The team applies the tactics used for high-end boxed liquor to this product, cultivating opinion leaders, and through standardized channel and consumer promotions, it is highly replicable. Fourth, the product is likable and brings its own traffic. Whether in terms of appearance or taste, through blending, it removes the harshness of traditional Qingxiang and adds some elegance. This product strength is also evident! 7 Randian · Ranshaoping Randian Baijiu is a new liquor brand that emerged in 2014. After launching products in stainless steel and various rock band custom editions, through excellent product definition and brand marketing capabilities, Randian Baijiu quickly influenced a group of young liquor users. Since the beginning of this year, after Randian Baijiu reached a strategic cooperation with the Qionglai liquor production area, relying on the geographical advantages of Qionglai, located in the golden liquor production area, Randian Baijiu has also made a leapfrog layout to the upstream of the industry. At the same time, Randian's Qionglai edition products are about to be launched. In August this year, Randian-Ranshaoping was officially launched. This bottled liquor with a unique appearance has an obvious Randian temperament and creatively printed all the liquor body ratio information boldly on the packaging, allowing experts to see the cost and laypeople to feel the sincerity. Currently, Randian-Ranshaoping is gaining strong momentum in the Hebei market and, in the context of the industry's continuous recovery, has successfully entered the vast circulation market. Just one point: this team is very good at making products, and with Qionglai's quality endorsement, they are very thoughtful! 8 Wo He Ni This new product, operated by the Yidanliang team, attracted a lot of attention as soon as it was launched. It is understood that "Wo He Ni" mainly offers two products: "Lanjing" and "Heijing," with an alcohol content of 41.8% and a net content of 518ml. The appearance is a side profile of a human face, which is both fashionable and reflects excellent texture. Its price is also noteworthy: "Wo He Ni Jingniangjiu" 's "Lanjing" is priced above 100 yuan, while "Heijing" is priced at 60 yuan. Daring to break through the 100-yuan price range, Wo He Ni is indeed extraordinary. In Jiu Shuo's view, there is another point worth noting: it is understood that Wo He Ni is currently not recruiting distributors, which is very unusual for a new product. The person in charge said that the focus is on building model markets and not rushing, in order to avoid the challenges and impact that a large-scale distribution expansion would bring to the operations team. Taking it step by step is very good! Source: Jiu Shuo (ID: jiushuo99) -END-