“远近一体”服务带动酒水品牌爆发，天猫“全球美酒狂欢节”销售额突破1亿

Core Insights - The "Global Wine Carnival" event led to a significant surge in sales for liquor brands on Taobao, with total sales exceeding 1 billion yuan, and several brands achieving sales over 10 million yuan [1] - The collaboration between Taobao Flash Sale and Huazhi Wine has introduced a "near and far integration" service model, allowing consumers to receive their orders within 30 minutes [1][2] - The event successfully attracted over 700,000 new customers for participating brands, with categories like whiskey and vodka seeing substantial year-on-year growth [4] Sales Performance - Major brands such as Jian Nan Chun, Moutai, and Wuliangye each surpassed 10 million yuan in sales, while brands like Fenjiu and Luzhou Laojiao exceeded 1 million yuan [1] - Taobao Flash Sale saw a three-digit percentage increase in order volume since July, and on August 19, liquor sales on Tmall Supermarket increased nearly fivefold compared to the daily average for August [1] Marketing Strategy - The marketing campaign effectively combined online and offline strategies, targeting young consumers and their after-work drinking scenarios [4] - The integration of Taobao Flash Sale with liquor brands allowed for innovative marketing approaches, such as pop-up stores, enhancing customer engagement and brand loyalty [4] Future Expansion - The "near and far integration" service is set to expand to 30 stores in Changsha and 15 in Nanjing by the end of August, with plans to reach 100 stores nationwide by year-end [2] - Liquor brands are encouraged to leverage the platform's capabilities to enhance both online and offline sales, aiming for a symbiotic relationship between online channels and offline distributors [2]