文丨酒业家团队（ID：jiuyejia360）
Planning丨Yuxuan Editor丨Yunheng Editor丨Yunding
The price of 1,000 yuan is rekindled, and the famous wine sword Nanchun sword refers to the high-end.
On June 18, at the night of Jiannanchun at the 2024 Sichuan International Wine Expo, Jiannanchun's high-end core strategic product, Royal Jiannanchun, made a stunning appearance in the midst of thousands of calls.
This strategic single product, which condenses the genes of Jiannanchun's famous liquor and is "certified" by two national treasures, fully demonstrates the royal culture in Jiannanchun's bloodline, and helps Jiannanchun's high-end journey to a new level with meticulously crafted quality details.
01
Gathering momentum for a year, officially new
The royal sword Nanchun stood firm in the "high" position
The Royal Jiannanchun, which has just been officially listed, has actually been on the high-end journey of Jiannanchun for a whole year.
During the 618 shopping festival last year, Royal Jian Nanchun and the Forbidden City jointly launched a cultural and creative gift box - Longevity Boundless Gift Box, which was limited to 30,000 sets for sale to the public through the e-commerce platform "Jian Nanchun Official Flagship Store", and it was sold out as soon as it was listed. On the eve of the Spring Festival this year, the Royal Jian Nanchun once again increased its weight and launched the Royal Jian Nanchun Jiachen Lulang, which leveraged the gifts, collections, and high-end banquet markets with the Year of the Dragon Zodiac wine, which was widely sought after in the spire circle.
The two cultural and creative explorations not only brought the miracle of Royal Jiannanchun's product sales, but also unlocked the effective path of Jiannanchun's high-end, laying a solid foundation for the comprehensive marketization of Royal Jiannanchun. It is also in the continuous burst of high-end demand that the royal Jiannanchun, which has high potential, has finally come to the world and become one of the most high-profile products of the 2024 Sichuan International Wine and Spirits Expo.
Royal Jian Nanchun, the topic is undoubtedly "Royal", which is also the confidence of the product to grab the price band of 1,000 yuan and seize the attention of the channel.
In the context of Chinese culture, the royal family not only has a sense of time through history and culture, but also encompasses the highest achievements of a nation and a culture in almost all fields. In the field of liquor brewing, Jian Nanchun is the representative of this highest achievement.
The wine industry learned that the Royal Jiannanchun strictly adheres to the royal strict selection standards in all aspects of "water, grain, cellar, art and storage", and is the culmination of multi-grain and aromatic liquor, colorless and transparent, elegant and elegant, rich cellar aroma, elegant and delicate, mellow and sweet, full and round body, natural and harmonious fragrance, long aftertaste, unique and elegant style.
The quality base of "royal royal, famous wine noble" is escorted by the double national treasures of Jian Nanchun. One of the national treasures is the Royal Jiannanchun from the 1500-year-old Jiannanchun "Tianyi Lao" National Treasure Living Cellar Pools, which are one of the oldest cellars in the mainland that have been used to this day. For the first time, Clostridium auricula was discovered in the cellar pond, which is the key to the formation of the unique taste characteristics of the Royal Jiannanchun.
The second national treasure is the non-genetic inheritance of the craftsmanship of the royal sword Nanchun. It is reported that the Royal Jiannanchun is led by the chief engineer of Jiannanchun Liquor, Master Xu Zhancheng leads the quality control of the Royal Liquor, the Royal Imperial Liquor team carefully brews, and a number of "Chinese Brewing Masters" jointly create it; The brewing process of the Royal Jiannanchun is a national intangible cultural heritage, and its history can be traced back to the Tang Dynasty's imperial wine Jiannanchun Burning Spring. For more than 1,000 years, the winemaking skills have been passed down from master to apprentice and word of mouth, ensuring the consistent quality of the wine.
The royal culture contained in the quality of the wine is rich and convergent, and the royal culture shown by the design aesthetics is full of domineering.
Wine industry experts noticed that the packaging design of Royal Jian Nanchun presents a high-end royal style from the concept, to the wine box, bottle cap and bottle body.
It is reported that the concept of the royal sword Nanchun originated from the record of "Ninety-Five, Flying Dragon in the Sky, Seeing the Lord" in "Zhou Yi Qian". The "five" line blends and gives birth to all things, and the "nine" and nine return to the source. Such a heart-to-heart idea makes the royal sword Nanchun have the allegorical value of meeting nobles and showing grand plans.
On the outer layer of the wine box, the rivets on the door and the lion beast head ring stand together, the rivets are designed for nine rows and five rows of double doors, open the door and enter, and the golden base is nine steps up; The crystal glass of the bottle cap is polished by hand side by side, and the bottle head has a total of five layers, each layer has nine facets, responding to the design concept of "Ninety-Five"; The bottle body is inlaid with traditional auspicious cloud texture, which symbolizes the peace of the country and the people, and the prosperity of the peace, and there is a "tiger" (dragon, often sitting on the jade seal) in the middle, highlighting the royal dignity.
The royal aesthetics often represented the highest artistic level and aesthetic standards of the society at that time, relying on the royal design aesthetics derived from the royal culture, giving the royal Jian Nanchun the luxurious characteristics of prosperity and grandeur. Royal Jian Nanchun integrates the elegant taste of all dynasties into a glass of wine, making the traditional aesthetics "come alive", and bringing the Chinese aesthetics that have been inherited for thousands of years into life.
02
Ignite the beacon fire with a price of 1,000 yuan
Jiannanchun nuggets 150 billion high-end liquor market
The price band of 1,000 yuan has always been a contest for famous wines, and a number of large single products of famous wines have cashed in tens of billions of dollars in this price band, becoming the core force supporting the upward climb and continuous advancement of famous wines.
The strong entry of Royal Jian Nanchun has undoubtedly ignited the beacon fire of the thousand-yuan price band again, and a competitive rally to reshape the thousand-yuan price band has begun, and the 150 billion high-end liquor market has risen again.
"From the brand point of view, Jian Nanchun is the leader of the old eight famous liquors, and has been the king of the sub-high-end for many years, 'invincible all over the world', with a high brand premium ability; At the site of the 2024 Sichuan International Wine Expo, Mr. Ma, a distributor from Henan, commented.
In fact, since 618 last year, after a year of exploration and practice, Royal Jian Nanchun has gathered ultra-high traffic at the consumer level and formed a group of firm brand supporters. "Last year's Royal Sword Nanchun gift box, and the Zodiac Dragon Wine at the beginning of this year, I grabbed them!" Mr. Ye, a consumer from Chengdu, said that after tasting the Royal Jiannanchun at the 2024 Sichuan International Wine and Spirits Expo this time, he had a deeper understanding of the product. "Royal Jiannanchun will surely become a representative work of Jiannanchun's high-end, and a weapon to drive the Jiannanchun brand to rise to the top and grow rapidly."
It is worth mentioning that before the official launch of Royal Jian Nanchun, its brand marketing and circle activities have taken the lead in many fields. By sponsoring the 20th Sohu Automobile Marketing Summit Summit, Royal Jian Nanchun efficiently linked the elite people in the automotive industry and realized a high-level value exchange; Through high-end circle activities such as Jiannanchun, Yuantuojiao, Bihai Yinsha, Jingdong Cup China Boat Fishing Open, Royal Jiannanchun shows the royal aesthetics to the fullest, and achieves a breakthrough in the circle with a noble and elegant royal style.
On the road of high-end, Jian Nanchun is determined and keeps walking. "The high-end of Jiannanchun can be roughly divided into two paths. The first is to enrich the sub-high-end and above price bands through products such as Jiannanchun Classic, Jiannanchun Old Liquor, and Treasure-grade Jiannanchun, so as to promote the brand from the bottom up; Second, it relies on cultural and creative products such as Jiannanchun Antarctic Heart, Jiannanchun Bronze Age, Jiannanchun Manchester City Champion Commemorative Wine, etc., to anchor specific consumer groups and realize the mental occupation of consumers. An industry analyst pointed out, "At present, it seems that these two roads have achieved obvious results." The price of the Royal Jiannanchun launched this time is 1888 yuan, which once again opens the price ceiling of the Jiannanchun brand, which is a strategic plot and a signal to enter the game strongly. ”
In the thousand-yuan price band where the smoke of gunpowder is everywhere, the fierce battle for famous wine is in full swing, and Jian Nanchun, who has a "late-mover advantage", is obviously ready. With the strong brand power and sound channel network established by deep cultivation of the sub-high-end, Jiannanchun has tightened the common bond of quality brands, firmly built a strategic wall of mutual empowerment between royal culture and famous wine genes, and created the winning determination of Royal Jiannanchun to win the high-end battle. There is reason to believe that with the advent of the high-end strategic product of Royal Jiannanchun as an opportunity, the high-end road of Jiannanchun will be further consolidated and become an important force that cannot be ignored in the high-end market of Chinese liquor.