林允携手张裕长尾猫 葡萄酒年轻化打响“场景革命”

Core Insights - The article discusses the transformation of the Chinese wine market, particularly focusing on the younger demographic and the launch of Zhangyu's "Long Tail Cat" white wine brand as a response to changing consumer preferences [1][2]. Group 1: Market Trends - The Chinese wine market is expected to undergo a significant transformation by 2025, with traditional red wine consumption declining while white wine consumption is rapidly increasing [1]. - The characteristics of the current wine market include "youthful, self-indulgent, low-alcohol, and scenario-based" consumption [1]. Group 2: Product Features - Long Tail Cat white wine features a low alcohol content of 11°, a refreshing taste, and a price range of 30 to 50 yuan, catering to different consumer preferences with semi-sweet (C39) and semi-dry (C59) options [1]. - The product design eliminates traditional barriers to wine consumption, such as complicated opening procedures and high-pressure consumption environments, by using a screw cap for easy access [1]. Group 3: Marketing Strategy - The branding of Long Tail Cat incorporates a cute cat design and connects with the popular "cat petting" culture among young people, aligning with their desire for a relaxed and low-pressure drinking experience [2]. - Long Tail Cat actively targets non-traditional wine consumption scenarios, such as hot pot, barbecue, and seafood, addressing the needs of Chinese dining experiences [2]. - The brand has adopted a non-traditional marketing approach by focusing on e-commerce platforms, achieving top rankings in various wine categories on these platforms [2].