Chapter 8 Jinliufu: the miracle created by the combination of "Fu Culture" and the World Cup

In 1997, in Zhuzhou, Hunan, a baijiu called "Chuanjiuwang" was extremely popular in sales locally, which attracted Wu Xiangdong's attention.Later, Wu Xiangdong learned that the "Chuan Liquor King" liquor itself does not have a production base, nor does it have its own base wine (raw materials), but only its own marketing network.It is only a "licensed brand" of Wuliangye, a well-known liquor brand. It uses a registered trademark and a strong production process for production, and uses Wuliangye's existing huge brand advantage for sales.Its production relies entirely on the raw materials of Wuliangye, without equipment, factory buildings, or production lines.This new brand liquor creation model with small investment and quick results ignores the time-consuming and labor-intensive production process and concentrates on the main brand and marketing. It is called OEM.This typical OEM form obviously made Wu Xiangdong see the business opportunities contained in it.

Soon after, Wu Xiangdong found his brother-in-law, Fu Jun, chairman of the board of directors of Macrolink Group.He put forward his desire to create another "Sichuan Wine King". Wu Xiangdong got the support of Fu Jun.After that, Wu Xiangdong found Wuliangye Group and signed an OEM production agreement with Wuliangye: Wuliangye is responsible for the production of Jinliufu, and Jinliufu is responsible for the construction of channel network and brand. Wu Xiangdong was overjoyed about his marriage with Wuliangye.Wu Xiangdong is very clear that the particularity of the liquor industry determines that it cannot be achieved quickly by relying on strength alone. It requires profound technical accumulation, suitable climatic conditions, a certain number of old kilns, etc., and these are all things that he does not have. Yes, the joining of Wuliangye undoubtedly provides a strong guarantee for the quality of Wu Xiangdong's wine.

In December 1998, the first bottle of five-star Jinliufu wine rolled off the production line from the workshop of Wuliangye Distillery, and Jinliufu was born. Undoubtedly, liquor is a highly homogeneous industry with numerous brands and endless price wars.How to find your own unique product appeal in a highly homogeneous industry, and then establish your own unique competitive advantage, and quickly stand out in the vast liquor war has become a topic that liquor brand owners must pay attention to. In the liquor industry, everyone understands the truth: as an ancient country with 5,000 years of culture, Chinese liquor is full of strong cultural atmosphere. If you only sell liquor, then the brand will definitely not be able to survive. Wine can only sell culture.

After research, Jin Liufu found that festive culture has been an indispensable and important part of Chinese history and culture since ancient times. There is even a saying of "red and white happy events", which regards funerals and other bad things as happy events.The festive market not only has a long history, but also the potential of the festive market is virtually magnified due to the large population of our country.According to experts' estimates, the annual consumption of liquor in this market is at least hundreds of billions. It can be said that the festive market is an immeasurable market.

However, in one market, although many liquor brands have set foot in it, there is not a single liquor company that really takes the festive market as the main body and appeals to the festive culture. Look at the liquor situation at that time: on the one hand, Wuliangye, Moutai and other famous historical liquors are high on the top, and their prices have remained high; Combined with China's liquor pattern and supplemented by the characteristics of the festive market, Jinliufu has successfully occupied the "first" position in the festive "blessing" culture. The blessing culture of Jinliufu has characteristics that other brand cultures do not have. The "blessing" culture advocated by Jinliufu is the concentration of traditional Chinese culture for thousands of years and has a profound accumulation. While making friends and blessing each other, it also guides people to pursue the beautiful life realm of "longevity, wealth, health, virtue, harmony, and filial piety".It caters to people's longing for a better life, regardless of age, status, or wealth. Therefore, once the "Fu" culture was launched, it aroused people's general favor and sympathy.

"Luck is so good" After confirming the "blessing" culture as the brand appeal of Jinliufu, how to find a breakthrough so that the "blessing" culture of Jinliufu can be conveyed to the most people at the fastest speed has become an important issue for the senior management of Jinliufu to think about . For Jinliufu and the "Fu" culture, Jinliufu has great prospects.Jinliufu executives once said that the "blessing" culture will eventually become the "new folk custom" of the Chinese people. In the final analysis, it is necessary for the common people to celebrate the festive days, such as festivals, weddings and children, national celebrations, opening ribbons, etc. If you leave Jinliufu, you will feel that something is missing. If you don’t drink Jinliufu, you will feel unsatisfied. After drinking Jinliufu, you will feel comfortable and at ease.

Founded in 1997, the "Fu" culture of Jinliufu seems to be inherently related to sports.Especially in China at the beginning of the 21st century, there have always been great events and good things in the sports world. Since July 2001, there have been frequent reports: the successful bid for the Olympic Games, the qualifying for the World Cup... These once-in-a-century events have all been crowded in front of China in 2001, "2001 The saying "Year of the Year, Year of China" spread like wildfire in the media.From this point of view, the 2008 Beijing Olympic Games and Chinese football's full preparation for the 2002 World Cup in Japan and South Korea provided sufficient prerequisites for Jinliufu's "sports marketing" strategy.

The potential commercial value of the World Cup is believed to be realized by almost every entrepreneur, but how to connect the World Cup with their own enterprises, products and brands and turn them into profits in the market?What is the necessary commercial connection between the brand and a particular sporting event?Sponsorship is meaningless if a reasonable and appropriate link cannot be established between the strategic positioning of the brand and the sport. Since Jinliufu is "Chinese people's lucky wine" and "the source of happiness", and Fuxing wine is "such good luck", then who has the best luck nowadays?Of course, it is Milu, the "lucky star" in people's consciousness. In 2001, the Chinese men's national football team, which has been defeated and defeated repeatedly, entered the World Cup in Japan and South Korea for the first time. The Chinese team finally realized its dream of the World Cup.Milu, the head coach from Yugoslavia, was almost praised by the Chinese people. Milu almost became the hero who saved Chinese football. Everyone said that Milu was the lucky star of Chinese football, and some people attributed it to good luck.After feeling that Milu's potential value was completely in line with Jinliufu's Fu culture, Jinliufu made a decisive decision and signed Milu as Jinliufu's image spokesperson at a price of 400,000 US dollars, and made a related promotional film: "44 Years Expectations, the pursuit of three generations, and the dream of 1.3 billion people, we have finally qualified! Jinliufu, the only celebration drink for the national football team."

World Cup, Milu, Jinliufu's "Luck is so good"! Taking advantage of the great opportunity for the National Football World Cup qualifying, Jinliufu Company also launched a new product: National Football World Cup qualifying celebration collection commemorative wine.Authorized by the Chinese Football Association, the National Football World Cup qualifying celebration collection wine is sold in a limited number of 9999 bottles. It is filled with 50-year-old excellent wine from Wuliangye Distillery. It is prepared by Ms. Fan Guoqiong, a national treasure-level bartending master. , The shape is specially designed by professional designers.Due to the great commemorative significance of this bottle of wine, celebrities and wine collectors are still rushing to buy it even though the market price is as high as 20,000 yuan.

The investment of 400,000 US dollars has brought rich returns for the company.Afterwards data showed that Jinliufu sold more than 100 million yuan within one month of the broadcast of the Milu commercial, and the market reacted strongly.Although the commercial was released in a hurry, the effect was surprisingly good.Because Milu was hot at that time, the advertising effect was the most obvious, and the manufacturers looking for Milu as their image had already lined up. Jinliufu took the first place, which had a high news value.However, the 400,000 US dollars not only bought Milu’s face and a Tang suit, the most important thing is that Jin Liufu was the first to buy the landing spot of the Chinese team’s World Cup qualifying in the hearts of Chinese people, and this became To a certain extent, Chinese people are spending points to express their excitement about qualifying.

In July 2001, when Beijing successfully bid to host the Olympic Games, Jinliufu served as "the only celebration wine for the Chinese Olympic sports delegation", and the cultural value of Jinliufu's "blessing" was infinitely magnified again. May 31 to June 30, 2002 was a crazy day. The 60 million fans who had waited for too long vented their madness. However, the huge capital operation system also "moves the whole body" for the jump of each ball. This is a periodic football game, but those who support it, operate it, and even dominate it But it is a huge global capital operation network. As the World Cup is approaching, the activity of "buy Jinliufu wine, watch the World Cup in Korea and Japan, 1000 tickets are waiting for you" has also begun to be loudly sold at various Jinliufu sales points, a half-year-long promotion with the theme of the World Cup The activities were carried out vigorously across the country.It not only consolidates the relationship between consumers and the brand, but also consolidates the connection between Jinliufu and the World Cup, and also generates actual benefits.According to Jinliufu, before June 2002, Jinliufu had earned hundreds of millions more in sales because of the 1,000 tickets. In this historic sports event, Jin Liufu used almost all the factors related to the World Cup: the Chinese national football team, Milu, and World Cup tickets, and used them quickly and skillfully, although they did not use them during the World Cup. It's a big shot, but because of its favorable position and advanced strategy, its continuous effect is still very good.Through the marketing of sports events, Jinliufu has achieved unexpected results, and the blessing culture of Jinliufu has also been widely spread.According to a survey company, in 2002 Jinliufu firmly occupied the No. 1 position in the festive market liquor. Jinliufu is definitely not just using the World Cup for sports marketing. In fact, as early as 2000, China’s Olympic bid was in urgent need of financial support. When competing brands hesitated to watch the competition, Jinliufu spent a lot of money to help the Chinese Olympic Bidding Committee.Through generous sports sponsorship, Jinliufu finally became a "2001-2004 Chinese Olympic Committee partner" together with a few internationally renowned companies such as General Motors. Later, taking advantage of the opportunity of the Athens Olympic Games and the Olympic torch relay, Jinliufu became the "Partner of the Chinese Sports Delegation of the 28th Olympic Games", "the only celebration wine of the Chinese Sports Delegation of the 28th Olympic Games", "the The only celebration wine for the Chinese sports delegation in the Universiade", "the highest-level sponsor of the Chinese sports delegation in the 22nd World University Games", "the only celebration wine for the Chinese sports delegation in the 14th Asian Games", and in 2004, we once again joined hands with the "No. The 28th Athens Olympic Games", with "the 28th Athens Olympic Games Chinese Olympic Committee partner" and "the 28th Athens Olympic Games Chinese sports delegation's only celebration wine", set off a large-scale communication activity of "Olympic Blessing, Golden Liufu". In the so-called oldest and most cultured liquor industry in China, the "young" Jinliufu, who debuted in 1997, as a rapidly rising liquor brand, has achieved more than a dozen brands in just a few years. With a sales volume of 100 million yuan, it ranks among the top five in the liquor market. The intangible value of the brand is as high as 2.88 billion yuan. It has become a miracle in the Chinese liquor industry. From the perspective of its development track, it has captured important sports events and conducted sports marketing, which has made great contributions to its development, especially its core value. "Fu Culture" is compatible with the 2002 World Cup, and successfully used the extensive influence of this event to promote its own brand in a timely manner, which has opened up a broad road for the rapid growth of Jinliufu.