Sou Hu Cai Jing·2025-12-26 17:27Core Insights - The Chinese liquor industry is undergoing a paradigm shift from channel marketing to content marketing, with a significant increase in GMV for liquor categories on platforms like Douyin, which is projected to grow by 320% year-on-year in 2024, with over 60% attributed to liquor [1][3] Group 1: Public Domain Explosion - Public domain platforms such as Douyin, Kuaishou, and Bilibili are the main battlegrounds for liquor brands to acquire incremental traffic, yet 80% of brands face a "high investment, low conversion" dilemma due to mismatches between industrial content production and platform traffic rules [5][6] - Brands need to build a "content arsenal" under algorithmic logic, testing massive content to identify high-conversion materials for traffic investment [6][8] - Successful examples include Jiangxiaobai's "racehorse mechanism" with over 80 million views for a cocktail video, and Moutai's cultural IP strategy that generated 2 million exposures through seasonal cultural content [9][11] Group 2: Private Domain Extraction - With an average public domain traffic loss rate exceeding 95%, private domain becomes crucial for liquor companies to transform users into assets, requiring a shift from promotional group logic to deep user value exploration [19] - The three-layer funnel model exemplified by Yanghe's "Drunken Research Institute" includes lead generation through low-cost tasting experiences, nurturing with professional content, and high-value user conversion events [19][20][21] - User segmentation and precise targeting are essential, as demonstrated by Wuliangye's RFM model, which tailors offerings based on user value [22][24] Group 3: Full Domain Resonance - When public domain traffic and private domain user accumulation reach a critical point, brands must leverage full-domain synergy to convert communication momentum into consumption energy [26] - Content IP creation is vital for reusable communication assets, as seen in Jiananspring's campaign linked to cultural themes, achieving over 600 million views [28] - Data platforms drive precise operations across channels, with examples like Luzhou Laojiao's user behavior monitoring leading to targeted product recommendations [30] Group 4: Challenges and Solutions - Despite breakthroughs in short video content marketing, the industry faces challenges such as content inflation and channel conflicts, necessitating differentiated content strategies and product segmentation to avoid price comparisons [33][35] - Collaborative channel strategies, like Yanghe's "cloud store system," allow users to pick up online orders at local distributors, sharing profits to mitigate conflicts [35][36]