Core Viewpoint - The rise of entrepreneur IP in China is becoming a new phenomenon in the business ecosystem, particularly in the context of the growing influence of short video platforms with over 1 billion users and increasing daily usage time [1] Group 1: Entrepreneur IP Development - Wu Xiangdong, the leader of Zhenjiu Li Du Group, has transitioned from behind the scenes to the forefront by leveraging digital tools to create a personal IP, aiming to rejuvenate the traditional liquor brand in the modern era [1][5] - Since starting his personal video account in July 2025, Wu has produced over 120 videos with a total view count exceeding 360 million, including 12 videos with over 10 million views each [5][6] - Wu's content covers various topics, including management, quality, public welfare, industry observations, and life philosophy, resonating with a wide audience and fulfilling the demand for transparent and approachable brand communication [6][8] Group 2: Brand and Product Innovation - The success of Wu's personal IP is part of a systematic innovation strategy for the Zhenjiu brand, creating a new trust relationship between the brand, distributors, and consumers [8][9] - The launch of the new product "Da Zhen·Zhenjiu" was significantly supported by Wu's video explanations, leading to sales of 620 million yuan within 200 days across 31 provinces and 280 cities [8][9] - The "Wan Shang Alliance" model introduced by Zhenjiu utilizes Wu's personal IP as a trust accelerator, enhancing confidence among channel partners and enabling traditional merchants to benefit from the short video era [9][10] Group 3: Digital Transformation in Traditional Industries - The digital transformation of the traditional liquor industry is challenging but presents opportunities for disruptive innovation through the integration of entrepreneur IP [10][11] - Wu's approach emphasizes the importance of being present where users are, adapting to new communication methods to engage with audiences effectively [10] - The personalization of entrepreneur IP serves as a powerful communication strategy, breaking down barriers between the brand and consumers through relatable and sincere content [10][11] Group 4: Entrepreneurial Spirit and Market Confidence - The shift of entrepreneurs showcasing their stories publicly reflects a commitment to practical business, embracing digitalization, and emphasizing trust, which injects confidence into the market [13]
珍酒李渡吴向东以视频IP打造 开启传统品牌与新时代的对话