Written by Niu Enkun, Chairman of Liangjian Consulting

The reason I have always been unenthusiastic about the so-called 'blockbuster strategy' is that some experts mistake short-term tactical products—hot items—for blockbusters. What is even harder to accept is that they add the word 'strategy' to it, intending to encourage opportunistic companies to use internet tools to quickly blow up their brands. Hot items and blockbusters are two different concepts. Based on my practical experience and specific insights from liquor marketing, I aim to find a breakthrough path for current SMEs.

Blockbuster Law 1: Continuous Improvement of Product Quality

Product quality is the foundation of becoming a blockbuster, a craftsman spirit that any industry and any enterprise should uphold. No matter how times change, consumers' demand for high-quality products remains eternal. Although in certain development stages some industries have seen the phenomenon of bad money driving out good, ultimately products of superior quality prevail. This is even more true in the internet era. In the liquor industry, Maotai, Wuliangye, and Jiannanchun (the 'Mao Wu Jian' trio) have not only been unaffected by the internet but have experienced explosive growth, bringing the industry back to the era of these three giants.

In fact, the liquor industry went through a difficult period around 2000, when many industry experts proclaimed that 'the liquor industry is a sunset industry.' Maotai also suffered severe losses. At that time, many suggested that Maotai lower product quality to cope with the difficulties. Ji Keliang, then Chairman of Maotai Group, did not accept any suggestions to reduce quality. Instead, he withstood various pressures, adhered to Maotai's quality bottom line, and led the company through the crisis. It is precisely because of Ji Keliang's strategic determination and craftsman spirit during the difficult period that Maotai enjoys its current glory.

As times evolve, the new era demands higher product quality. Not only must we uphold quality, but we must also continuously improve upon it to create excellent products that keep pace with the times.

Blockbuster Law 2: Marketing Models Must Keep Pace with the Times

Setting aside the product and exaggerating the role of marketing is a misguided act that puts the cart before the horse. This is not to deny the importance of marketing but to正视 its essence. Chinese-style marketing has evolved from initial personal selling, channel dominance, and terminal supremacy to today's fan economy, progressing with the times. Although we cannot regard it as a permanent winning formula, we cannot deny its applicability in specific environments.

In the mobile internet era, consumers' lifestyles have undergone fundamental changes. If we still use traditional methods, we cannot communicate with today's consumers. Coca-Cola has eliminated the CMO position, replacing it with a growth-oriented role, which is a good example.

A good marketing model must keep pace with the times. Looking at the recent performance of the top three liquor companies—Maotai, Wuliangye, and Yanghe—these companies not only excel in traditional marketing but also use internet tools to give their traditional marketing wings to soar again.

Blockbuster Law 3: Continuous Accumulation of Brand Value

For a product to be continuously explosive, there must be a constant accumulation of cultural value. This is the embodiment of a product rising from quality value (satisfying physiological needs) to brand value (spiritual satisfaction). A product that can be continuously explosive goes through three stages:

Stage 1: Quality Recognition

At this stage, it is essential to build consumer trust in product quality. Whether it's Maotai's high-temperature Daqu sauce flavor, Wuliangye's mellow and refreshing taste, Robust's 27-layer purification, or Xiaoshile Shanzha Shuang's fresh fruit cold-pressing process, all aim to gain consumer recognition of quality. This stage is the initial phase of a product becoming a blockbuster.

Stage 2: Emotional Resonance

This involves triggering emotional resonance with consumers. Once a product establishes a trust relationship with consumers, they will repeatedly purchase it, and over time, feelings develop. Therefore, at this stage, the initial rational appeal must rise to emotional expression. At that time, Robust's 27-layer purification was not as effective as Wahaha's 'My eyes are only for you.' No wonder some experts now find that post-90s and post-00s consumers prefer emotional communication, using it to participate in the brand and express their individuality. This is the concentrated manifestation of product emotional resonance.

Stage 3: Social Value

The so-called social value is when consumer emotions are sublimated again, turning the product into a social phenomenon. For example, initially, people drank Maotai because of its quality; later, they drank it because it was the national liquor, with many emotional factors involved. Today, drinking Maotai has become a symbol of respect and status, the preferred brand for social occasions, and a value orientation universally recognized by society. When a brand value becomes part of social value, it becomes a classic cultural phenomenon, which is the ultimate goal pursued by blockbusters.

In summary, for a product to be continuously explosive, it requires continuous improvement in product quality, marketing models that keep pace with the times, and sustained accumulation of brand value.

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