创新消费力丨泸州老窖：“谷子经济”带领存量市场进入加时赛

Core Viewpoint - Luzhou Laojiao is leveraging the "Jiao Master Festival" to create new consumption scenarios, integrating its products into lifestyle experiences and enhancing consumer engagement [4][6][8]. Group 1: Event and Consumer Engagement - The "Jiao Master Festival" features various interactive activities that attract young consumers, such as fitness zones and immersive role-playing experiences [4][5]. - The festival has successfully sold out surrounding products, indicating a strong consumer interest in the new "Guzi Economy" approach, which focuses on cultural and derivative products [4][6]. - During the festival, sales of cultural products increased by 120%, and the special cocktails sold 800 cups in a single day, with over 12,000 participants engaging in activities [7][12]. Group 2: Market Trends and Strategies - The Chinese liquor industry is shifting towards a consumer-centric model, emphasizing the need for companies to create appealing experiential scenarios to meet consumer demands [6][9]. - The "Guzi Economy" is seen as a crucial strategy for liquor companies to stimulate consumption and address inventory pressures, with many leading brands exploring new product lines and marketing strategies [9][10]. - The industry is experiencing a transformation from traditional sales methods to lifestyle-oriented marketing, with a focus on emotional value and consumer engagement [12][13]. Group 3: Future Directions - Luzhou Laojiao plans to expand the "Jiao Master Festival" to more cities in 2024, enhancing digital marketing and consumer interaction [7][8]. - The industry is expected to see more innovative forms of consumer engagement, moving beyond traditional liquor consumption to include lifestyle integration [8][12]. - Future strategies may involve developing lower-alcohol products and culturally relevant merchandise to appeal to younger consumers and diverse market scenarios [13][14].