/ Daily News/Guangzhou, August 10, 2022 -- In the hot summer, do you want to leave behind the burden of reality and enjoy the "blank moment" of life?
In early August, Yanjing V10 "Blank Space" pop-up shop landed in Nanning! At the event site, Yanjing Beer has carefully created five interactive scenes, including "Beer Lake", "lying flat and lifting cats" and "White World". Among them, Baibei Lake integrates viewing and tasting, and provides boating and fun services. Moreover, a professional photography team tailor-made aesthetic art blockbuster, allowing participants to experience a different "summer night" while drinking Yanjing V10.
"In the era of 'falling in love with users', flash mob is a fleeting experience presented by strangers, which breaks the limitation of consumption scene and provides novel consumption pleasure, becoming a new popular commercial consumption mode after online stores and micro stores under the new retail background." Zhao Guanglin, senior analyst of South China beer industry, said that Yanjing Beer, as one of the leading enterprises in China's beer industry, has followed the trend in recent years and always adhered to the brand marketing strategy of "high-end quality + youth marketing". On the one hand, Yanjing U8, Yanjing V10 and other large products are launched to fill the gap in the middle and high-end market, occupying the young consumer market with excellent taste, exquisite and superior drinking experience. On the other hand, through the marketing combination of "steady fermentation of online topics + deep penetration of offline advertising", and with the trend marketing means such as pop-up stores, national caravan tour and special events of tasting, the whole link marketing matrix is constructed to provide emotional value for young consumers, establish stable and sustained emotional connection, and successfully activate the younger and high-end market of beer brands.
In South China beer industry senior analyst Zhao Guanglin, the pop-up model has developed to the present, the content is basically the same, the brand topic is mainly reflected in the form of presentation, "sell products" is not the theme, how to create higher quality, more creative, more novel consumption experience is the focus. This Yanjing V10 Nanning pop-up store has five experience scenes, each scene has professional photographers tailored for participants to create art blockbusters. Among them, the scene of "lying flat cat" is the main visual center, with a giant white cat plush toy holding V10 white beer, providing services such as lying flat cat, punching the card and taking photos. The classic and common way of relieving stress in the new era of "cat" is used to attract white-collar Xiaobourgeois groups to stop and enjoy the healing moment. At the same time, there is a "white beer" pool in the "white space". Participants can go boating on the "beer" pool, chat with friends and relax, and enjoy white beer by the lake, which is an immersive experience of the white moment. In addition, the "cloud enjoying music", "ice and snow world", "water mist gate" and other scenes also play a role in cooling the summer. The aesthetic style and extreme experience bring a super high film rate, which has become the preferred choice of many participants.
"Yanjing Beer takes V10 flash mob as the window to make the brand and consumers close contact, which greatly stimulates users' interest points and consumption enthusiasm, and realizes the maximization of brand culture communication effect in a short time dimension and limited use space. At the same time, driven by the trend of taking photos and punching in, Yanjing V10 flash mob can enhance people's desire for interaction and satisfaction of visiting the exhibition. The flash mob and the brand culture behind it are further spread through the participants' secondary dissemination on social media." Zhao Guanglin said.
In recent years, with the upgrading of competition in the beer industry and the growth of consumers' personalized demand, the beer market has put forward higher requirements for the internal quality of beer and brand outgoing marketing. The future will usher in an era of quality first and value return. High-end development has become the consensus of the beer industry. Seizing the middle and high-end market is an important power point for the major beer brands to improve their competitiveness and influence. "The foundation needs to be laid for the high building, and the high-end development of beer brands also needs to take high-quality products as the cornerstone. Yanjing Beer has entered into the middle and high-end market with the strategy of single product, and has achieved good market benefits at present. It provides a brand marketing model for the industry, and Yanjing V10 is one of its representative products." Zhao Guanglin thinks.
High-end development "firing gun", full link marketing matrix highlights
Yanjing Beer has been making continuous efforts to transform the brand younger, has launched a number of innovative products, in accelerating the overall market layout, its precise brand marketing strategy has played an important role. Zeng Ming, a senior analyst of the marketing industry, said that Yanjing Beer mainly from the young, high-end, personalized three aspects, three pronged efforts to promote brand marketing. "Since entering 2022, Yanjing Beer's whole cycle of integrated online and offline marketing strategy has covered the peak season of beer marketing this year, including brand pop-up stores, national caravan tour, multi-city tasting and other themed activities, from the preheating official promotion of the spokesperson to the online 'you' topic fermentation, offline catering stores package shop, and the president's live broadcast. Yanjing Beer is omnipresent, forming a full link marketing network, and gradually realizing multi-circle radiation of brand influence."
The beer market in our country has ended the highly decentralized situation and entered the stage of competition of stock, and ushered in the changes of price increase, product structure optimization and consumer market upgrading. Zeng Ming believes that the beer industry "high-end" starting gun has sounded, only on the basis of strengthening their own product quality, constantly through brand innovation marketing to accelerate market expansion, bold cross-border integration, collaborative marketing, in order to occupy a place in the young consumer groups. "Yanjing Beer has built a certain brand awareness through a series of three-dimensional marketing since the implementation of its youth transformation strategy. Since this year, Yanjing Beer takes advantage of the "you culture", brand marketing to a higher level. Whether it sponsored the 2022 Beijing Winter Olympic Games at the beginning of the year, or sponsored the Hundred Flowers Award for popular movies recently, Yanjing Beer is committed to making Chinese traditional culture become normal and fashionable through diversified and extensive cross-border marketing, and making Yanjing Beer become a dynamic brand popular among young people."
< /p>"Yanjing Beer takes the initiative to embrace consumers, continuously expands high-end and differentiated product supply, continuously promotes product structure adjustment, and creates high-quality beer product matrix. While leading the new trend of beer consumption, it firmly grasps the potential consumption demand and does a good job in strategic positioning. Strengthen the brand, promote consumption and maintain growth in the beer market stock competition." Zeng Mingcheng.
