- Co-founder of Penguin Group
- The first person to introduce the monthly wine subscription model into China
- Produced the most watched wine video program "Drunk Goose Wine Daily" in China.
- The total number of videos played on food and drink exceeded 200 million
- Baidu Baike wine related entry video strategic partner
- Guest wine critic of the French authoritative tasting institution, Berdandesault
- The only personal IP that makes consumption recommendation on the wine list of more than 100 star hotels, social restaurants and bars in China
Drunken goose Niang, real name Wang Shenghan, with a small oval face and two pear vortex. Back in the era of "Sister Furong," she became an Internet celebrity for her portrayal of the "study abroad girl in New York" who mocked Chinese students. Wang Shenghan, then a history and economics major at Brown University in the United States, was confused and, in her words, did not feel that being an "Internet celebrity" was the right path. Then she came across wine and decided it was the foothold she had long wanted. To learn wine systematically, Wang took a job at a three-Michelin star restaurant in New York after his undergraduate degree at Brown University, while taking various wine-tasting classes and obtaining certificates. Not satisfied, Wang went to Le Cordon Bleu in France to learn wine management in order to "learn how and why". At that time, Xu Xiaoping, the founder of ZhenFund, said to her: "You go out to study, and I will invest in you when you come back!" A year later, Wang Shenghan graduated and returned to China to start his own business.
"This wine must be an international Las Vegas hooker, this wine represents the hope of Third world countries......" Before she became a drunken goose mother, her knowledge and understanding of wine had become its own, and she always had an impulse to interpret it. During the study of red wine, drunken goose mother found that the language of wine is actually very obscure, and it is not very intuitive to describe a wine with many flavor words. Such content has little reference value for consumers. So how on earth can a "white" who doesn't know anything about wine immediately understand these things? The drunken goose goose has been thinking, exploring.
As a natural "we media" person, gradually, drunk Goose Lady decoded a set of visual language to "break the whole wine into pieces". She discovered that she had a gift for "crossing boundaries", something akin to what Qian calls "synesthesia". For example, she can compare wine to different types of people, movies, books and even popular entertainment through its aroma, taste and texture. And it seemed to work. No one could tell as much about wine as she did, or as thoroughly as she did.
This time, the drunken goose goose chose video again. Unlike her "pranks" when she was a girl studying abroad in New York, she focused on producing original wine content. With a background in Le Cordon Bleu, she "speaks" the arcane world of wine, creating a quick methodology on how to order, buy, taste and master cultural conversation. And this set of informative and appealing video series - "Drunk Goose Wine Daily" has now been quite systematic, with a total of hundreds of millions of views, becoming the most influential wine talk show in China, forming a monopoly position in the vertical field.
Based on Drunk Goose Wine Everyday, Drunk Goose Lady has accumulated more than one million fans on the platform of new media. Some of these fans have been following her since her days as a "study abroad girl in New York", while many are fresh faces, and almost all of them are "white" who know nothing about wine. But how to really let "small white" enter the language system of wine in the shortest time? Just watching the video is only a glimpse, tasting the wine is king. "It's impossible not to drink a very sour wine and then a non-sour wine, and to slowly appreciate the nuances and project those nuances into your life, it's possible to completely love wine."
At first, Drunken Goose Lady intended to help wine "Xiaobai" find a suitable entry wine by conducting reviews for e-commerce, while the 200 yuan price point is the fine wine horizon. But she gradually discovered that the 100 or 200 yuan of wine on the e-commerce platform was generally of poor quality. So, with a craftsman's heart, drunk Goose mother decided to do it herself. Combining the model of some foreign clubs, she honed a product logic of monthly wine subscription: If you become a member, you will receive a bottle of wine with a story and a story of 200 yuan every month. Six months minimum order, in six months or a year to drink different famous regions in the world. For a beginner who wants to broaden his wine horizon by drinking some classy wines, the main monthly subscription model of "zero selection cost - let the drunk goose help you choose wine" is a good choice to try.
When the first monthly subscription was released, Drunk Goose was still running the Penguin Guide to Eating and Drinking. In the summer of 2015, due to "ideological differences", she left the company to partner Wang Zhiwei, and set up a separate portal with another partner Zhang Mumou, again founded the "Penguin Group", at the same time, the wine monthly subscription smoothly transferred to the new company. At present, Penguin Group has become the largest C-terminal wine prepaid membership organization in China.
Offline, in order to upgrade the Penguin group wine monthly subscription membership system, while improving the product, service and community, Drunk Goose Lady is also with Hilton, Peninsula Hotel, including more than 100 star hotels, social restaurants and bars reached cooperation, for its release of wine selection south, and get the "Drunk Goose Lady recommended" brand on the wine list; Members of the Penguin group will enjoy free corkage fees and special discounts on recommended wines.
Drunk Goose Goose saw another trend when Penguin Group Wines went into operation on a monthly subscription basis, which didn't fully satisfy consumers. The reason is that wine consumption, unlike other American foods, does not depend on its taste. Therefore, she gradually launched "the lowest price of the whole network flash purchase" to meet the needs of users to try new products, as well as "famous Chateau cross-border wine" with a unit price of 500-2000 yuan to further reduce the cost of wine tasting for advanced diners.
The newly added business lines prove Penguin's ability to sell goods. Drunk Goose Lady believes that for domestic consumers, wine itself has a vague appeal because of its cultural factors, but the public faces big obstacles in the "how to buy, what to buy" consumption decision, taste insecurity and distrust of price.
Taste problems often arise from the lack of a cost-effective methodology for wine selection, and Penguin's monthly subscription offers a permanent solution to this pain. The price problem stems from the country's chaotic pricing system, with counterfeit alcohol at the low end and bargains at the high end. Faced with this dilemma, the drunken goose mother intends to "put things right". At the end of last year, she launched Penguin 20, an all-you-can-drink program that offers branded table wine for 20 to 100 yuan. Drunk Goose Lady revealed the cost of cheap wine publicly for the first time on Penguin Group's wechat official account, overturning consumers' perception of the quality of cheap wine and letting them know that "wine priced at 20 yuan can be delicious and not ashamed at all".
Based on the previous training of users' flash purchase mode, and with the mentality of testing the waters, Drunken Goose Lady launched 10,000 bottles of "Penguin Group 20" labeled wine for the first time. The first batch of 6,000 bottles sold out within three hours of going online, and the second batch of 4,000 bottles only took one day. When she released 2,000 bottles of "Penguin 20" for the second time as a feature, the 2,000 bottles were sold out in less than an hour. The successful experience made Drunk Goose Mother decide to make Penguin Group 20 a business focus in 2017, and make Penguin Group a "strong and reliable channel brand at this price point".
Now, drunk goose Niang hand to build IP has gradually moved towards branding. In the coming year, in addition to new media content, it will also be expanded to publications and offline courses to build a complete introduction system to wine.
