What is a white card?
"White label" simply refers to unbranded products produced by small and medium-sized manufacturers, and products with low consumer awareness of their brands.
With the rise of e-commerce and new media, the situation of the 18 famous wines dominating the world in the past has long been a thing of the past, and the white brand has come to consumers under the promotion of major platforms.
Absolute sales is the absolute brand ·
In recent years, the market has shifted from brand-led to consumer-led. In the past, brands had absolute authority and sales channels, as well as a mature supply chain.
White labels are considered to be unpopular commodities, with unknown sources and unclear sales, and have been squeezed at the junction of urban and rural areas for a long time.
If the white label wants to gain a place in the liquor industry, it must rely on big brands, such as Jinliufu and Wuliangol, which are attached to Wuliangye and become household names.
Wuliangye's godson Wuliang alcohol
With the rise of e-commerce, new media has strongly intervened. The marketing model of big-name wines is starting to become outdated and unresponsive.
is like a rich child who has eaten three generations of his ancestors, and suddenly can't adapt to the middle of the family.
Consumers began to "change their minds", and the white brand smelled its time in time.
Major Internet celebrities bring liquor
Through new media and e-commerce, white labels can directly face consumers from production raw materials, processes to channels, so as to change consumers' perceptions and facilitate transactions.
When the economy is still good, the public can afford to consume liquor with a high premium.
But from 2023 onwards, everyone obviously feels that money is becoming more and more difficult to earn, and all walks of life are fighting price wars in order to retain consumers.
The price war on e-commerce platforms has even reached the point where "a small loss is a win", not to mention that this year, merchants on Douyin and Xiaohongshu are losing money to attract traffic.
The price advantage of white label is evident in the era of price war, without huge marketing expenses, and word-of-mouth and brand are formed through the purchase rate.
McKinsey has said that "the absolute purchase rate is the absolute brand", and in the case of the famous wine track, it can only expand its influence through major e-commerce platforms, well-known bloggers, Internet celebrities, and industry KOLs.
Influence is a guarantee of quality at the consumer level.
Has the era of white cards arrived? ·
The rapid development of white label in the past two years has given most people the opportunity to taste the famous wines. One of the major selling points of the white label is to reproduce the 90% style of Moutai, Wuliangye, and Luzhou Laojiao for the standard wine.
Famous sake
However, it is not a reasonable thing to be a shadow, and white-label consumers still do not hesitate to choose famous wines when the economy is improving or when they need to be arranged.
Moutai's revenue in the past three years
Last year, Moutai's revenue was more than 140 billion yuan, ranking first in liquor, followed by Wuliangye, Luzhou Laojiao, Yanghe, and Fenjiu.
None of the top 20 in revenue can squeeze into it, and the road to hegemony still requires time to precipitate and the strategic vision of the helmsman.