推3D、出文创 白酒打破传统营销桎梏

Core Viewpoint - The white liquor industry is undergoing a transformation from traditional marketing channels to diversified digital marketing strategies, driven by the rise of younger consumer groups and the experience economy [3][9][11]. Group 1: Digital Marketing Innovations - Shanxi Fenjiu launched the first "3D holographic" marketing advertisement in the white liquor industry on JD.com, allowing consumers to view the product in 360 degrees and place it in their environment using augmented reality [1][4]. - Wuliangye introduced a "digital wine certificate" that ensures authenticity through blockchain technology, with over 68,000 certificates created and a repurchase rate of 26.1% among users [4][12]. - Yanghe Distillery is shifting from deep distribution to precision marketing by launching three cultural liquor products targeting specific consumer groups, such as military enthusiasts and golf lovers [8][12]. Group 2: Changing Consumer Demographics - The main consumer demographic for white liquor is shifting from older generations to younger consumers born between 1985 and 1994, who are less responsive to traditional advertising methods [9][10]. - Young consumers prefer interactive and engaging marketing strategies, moving away from passive consumption of brand information [10][11]. - The rise of social media platforms has led to a significant increase in online engagement, with 83% of consumers using online channels to gather information about liquor [10]. Group 3: Impact on Industry Competition - The competition in the white liquor industry is intensifying as traditional marketing methods face challenges from digital strategies [11]. - Digital marketing is becoming a new competitive dimension, allowing leading companies to build stronger market positions while enabling regional brands to reach national markets more effectively [11]. - The transformation in marketing strategies is reshaping the sales ecosystem, with immersive experiences like 3D displays and AR technology enhancing consumer engagement [11][12].