Core Viewpoint - The rapid development of the internet is driving the transformation of the liquor industry towards digital marketing, marking the entry into the "experience economy" era, where companies must leverage technology and culture to reshape relationships with consumers [1] Group 1: Innovative Marketing Strategies - Shanxi Fenjiu launched the first "3D" marketing advertisement in the liquor industry on JD.com, allowing consumers to view the product in detail and from different angles [2] - Wuliangye introduced a "digital wine certificate" to ensure product authenticity through blockchain technology, with over 68,000 digital certificates created and a repurchase rate of 26.1% [2] - Yanghe launched three cultural liquor products targeting specific consumer groups, demonstrating a shift towards "precision marketing" [3] Group 2: Changing Consumer Demographics - The China Alcoholic Drinks Association reported a decline in consumption among older generations, with younger consumers (born between 1985-1994 and post-1995) becoming the main growth drivers in the liquor market [4] - Companies are adapting their marketing strategies to engage younger consumers, moving from traditional advertising to interactive and participatory marketing approaches [4][5] Group 3: Digital Transformation and Experience - The liquor industry is experiencing a profound transformation driven by digitalization, moving from traditional sales models to innovative consumer experiences [8] - Companies are increasingly utilizing technologies like VR and AR to create immersive product experiences, enhancing consumer engagement and conversion rates [7][8] - The next growth phase for online marketing in the liquor industry is expected to focus on social e-commerce, leveraging platforms like WeChat and Douyin for brand awareness and sales [7] Group 4: Future Directions - The future of liquor marketing is anticipated to evolve towards "intelligent + experiential" strategies, integrating AI for personalized marketing and enhancing consumer experiences through technology [8]

Core Viewpoint - The white liquor industry is undergoing a transformation from traditional marketing channels to diversified digital marketing strategies, driven by the rise of younger consumer groups and the experience economy [3][9][11]. Group 1: Digital Marketing Innovations - Shanxi Fenjiu launched the first "3D holographic" marketing advertisement in the white liquor industry on JD.com, allowing consumers to view the product in 360 degrees and place it in their environment using augmented reality [1][4]. - Wuliangye introduced a "digital wine certificate" that ensures authenticity through blockchain technology, with over 68,000 certificates created and a repurchase rate of 26.1% among users [4][12]. - Yanghe Distillery is shifting from deep distribution to precision marketing by launching three cultural liquor products targeting specific consumer groups, such as military enthusiasts and golf lovers [8][12]. Group 2: Changing Consumer Demographics - The main consumer demographic for white liquor is shifting from older generations to younger consumers born between 1985 and 1994, who are less responsive to traditional advertising methods [9][10]. - Young consumers prefer interactive and engaging marketing strategies, moving away from passive consumption of brand information [10][11]. - The rise of social media platforms has led to a significant increase in online engagement, with 83% of consumers using online channels to gather information about liquor [10]. Group 3: Impact on Industry Competition - The competition in the white liquor industry is intensifying as traditional marketing methods face challenges from digital strategies [11]. - Digital marketing is becoming a new competitive dimension, allowing leading companies to build stronger market positions while enabling regional brands to reach national markets more effectively [11]. - The transformation in marketing strategies is reshaping the sales ecosystem, with immersive experiences like 3D displays and AR technology enhancing consumer engagement [11][12].