In the past, when we talked about baijiu, it was mostly about drinking at the table. But today, when we talk about baijiu, there seem to be more topics... On February 9, Moutai's market value climbed to 3 trillion yuan; Zhang Kun, the fund manager at E Fund who heavily holds high-end baijiu stocks, even has his own fan community; more and more innovators and entrepreneurs are entering the baijiu field, with brands like Gu Xiaojiu, Guangliang, and Guanyun receiving significant capital market follow-on investments. Behind these phenomena, it is clear that today's baijiu market is undergoing rapid evolution. Consumers' attention to baijiu is not only reflected in the stock market heat, but also represents a change in consumers' perception of baijiu. The entry of innovative brands has injected fresh energy into the traditional baijiu market. Of course, it may be too early to talk about competition at this stage, but behind the innovation craze, many established baijiu companies are constantly thinking about the next steps for innovation: how to preserve existing volume more efficiently, and how to find incremental growth more effectively. From Tencent's "New Consumption of Baijiu in the Digital Social Circle - Tencent 2021 Baijiu Industry Digital Marketing Insight White Paper," we found the answer: Baijiu topics are highly popular, and consumer demand for baijiu is shifting from drinking to social connection, further amplifying the social value of baijiu. Baijiu, a so-called traditional consumer category, is embracing rich and diverse consumption and communication scenarios with the popularization and maturity of mobile internet. This forces us to re-examine the baijiu market. Perhaps the mainstream consumption scenario is still offline, but other scenarios for reaching consumers, communicating with them, and completing transactions are quietly changing. -01- Information Channels & Consumer Upgrade in Progress In the past, baijiu companies relied on post-event surveys and professional speculation to gain insights into consumers and understand their needs. Based on these inferences, they formulated phased marketing strategies. Now, more and more consumers are accustomed to obtaining rich baijiu category information through online platforms and are willing to spend more time browsing baijiu information online. It is becoming a reality for baijiu companies to leverage digital internet platforms to reach and communicate instantly, stay updated on the latest consumer baijiu information, and formulate marketing strategies based on this. Especially at the communication level, thinking what consumers think and actively influencing them, rather than post-event summarization and judgment, is of profound significance to baijiu companies. We also saw another interesting data point. In the past, our understanding of baijiu consumption was that consumption scenarios were concentrated offline, and most purchases were immediate or short-term decisions, so purchases usually happened offline, with online share almost negligible. But the white paper data shows that now, in terms of purchase channels for baijiu, 50% of consumers complete purchases through online social circles. That is, consumers not only obtain information and share information through online social circles, but also complete the final transaction purchase. Online social circles, represented by WeChat, are increasingly influencing consumer decisions. Stockpiling, browsing, and deals are driving more and more consumers to complete purchases online, for example, 39% of consumers complete baijiu transactions through WeChat. At the same time, we can see that the maturity of online-to-offline delivery, with 30-minute delivery becoming standard, is also encouraging consumers to increase their online purchase share. From obtaining information online, to communication and interaction, to conversion and transaction, you will find that even if the consumption scenario is offline, for baijiu companies, the final business loop can be completed online. Wuliangye launched "specialty store cloud stores" in Moments, allowing consumers to contact store owners online with one click, without meeting in person, ensuring authentic product purchases; Jiannanchun uses LBS positioning within the WeChat ecosystem to precisely target couples and break into the wedding banquet market. Luzhou Laojiao X "Jiang Ziya" leveraged IP hotspots for cross-border Moments advertising, showcasing the youthful vitality of traditional brands... With the attempts and leadership of leading baijiu companies, more and more brands are starting to build a new online business path from a full-link perspective, aiming to construct a new path of reach-communication-conversion-transaction. -02- Building an Online Gold Mining Path: Reach-Communication-Conversion-Transaction Frankly, in recent years, we have seen many traditional baijiu companies reverse declining trends and achieve performance growth through product premiumization. But the contribution comes not from an increase in product volume, but from an increase in product prices. This also reflects that the natural incremental growth of the past has ended, replaced by stock competition. When baijiu companies launch high-end products and harvest a wave of consumers, where is the next growth point? I think it must return to the consumers themselves. In the past, our understanding and influence of consumers were limited to segmentation of consumption scenarios. This product is for government and business reception scenarios, that product is for small gatherings of friends, and another product is for personal drinking. When consumption scenarios have been fully segmented by baijiu companies, the next step is to think about how to carry out refined operations in key links, such as: 1. Consumer reach: How to influence consumers in the current fragmented media environment? 2. Consumer communication: Besides conventional offline materials and media communication, how to communicate online? 3. Consumer conversion: After connecting with consumers, how to efficiently convert and achieve "what you see is what you get"? 4. Consumer repurchase: Retain purchased consumers in the brand's private domain, provide continuous service, and increase repurchase and recommendations. First is reach. Online social circles have undoubtedly become a battleground for consumers to discuss baijiu information. Compared to offline terminal stores and online TV advertising, which are already a red ocean, online social circles are relatively "calm." Of course, reach is not the core purpose; the goal is to generate brand preference and attract consumer attention after reach. Data shows that in the past year, among 70 million people in the WeChat ecosystem who followed, read, or purchased baijiu, only 9% had specific brand preferences, and the remaining 63.7 million consumers need to be educated to develop brand affinity. Through Tencent's extensive social and content scenarios, baijiu companies can efficiently reach diverse target audiences through massive IPs and quickly capture consumer mindshare. At the communication level, in the past, baijiu companies either stayed at one-way output and exposure of consumption scenarios or pushed brand promotional policies at the store level. But now, more and more brands are engaging in in-depth cooperation with diverse high-quality content—sports, music, film and television, finance—leveraging massive scenarios to meet different communication needs, which is becoming a necessary action for baijiu brands to dialogue with new consumer groups. After completing reach → communication → conversion, the final step can be achieved through multiple conversion paths to harvest brand and performance. Taking mini-programs as an example, WeChat mini-programs currently have 400 million daily active users. Ordering and purchasing through mini-programs is increasingly becoming a familiar transaction vehicle for consumers. After the consumer completes the purchase, it is not over. With the maturity of online membership systems, brands can fully achieve post-purchase retention and activation. In the past, a consumer might buy a 30-yuan product and then disappear. But now, brands can deposit users into their own official accounts, enterprise WeChat, or communities, and can find them anytime, using information reach and themed promotions to increase repurchase. A consumer might buy 500 yuan or 1,000 yuan of products a year, and can even become your recommender. Frankly, the above full path from reach-communication-conversion-transaction is a new thinking path for baijiu companies from an online dimension. Of course, this does not mean that offline reach, communication, conversion, and transaction can be completely abandoned; they still need to be done. It's just that against the backdrop of a red ocean in the offline baijiu market, it provides brands with a new marketing path. Or it provides baijiu companies with a new choice in a key link, such as in the form of reach media, or in the innovation of communication carriers and content. Or it breaks down the barriers between online and offline channels. The value and significance behind this new path are obvious. Besides achieving business goals through "short, flat, and fast connections, and long, accurate, and stable growth," it is also fully based on a digital path, making the process checkable, controllable, and measurable. Whether the key links before and after are effectively coordinated, whether target consumers are matched, what the ROI is, and what the efficiency is—compared to the past where key links were fragmented and online and offline were separated, brands can achieve complete full-domain operations, mastering new business growth methodologies in the new consumption era and with changing consumer groups. Achieve harmonious coexistence of brand, user, and content, and explore more incremental space in the vast online digital battlefield. For more solution details, click "Read Original" below! Tips will be paid 400-2000 yuan once adopted.