On July 9, “Good Liquor and Beauties” National Finals & New Product Release of Jinliufu﹒A Jar of Good Liquor was held in Nanjing. The first Jiang-flavor liquor of Chinese zodiac Pig of “A Jar of Good Liquor” as well as final results of more than 200 beautiful girls across 24 provinces and cities were unveiled.

Chairman Wu Xiangdong reveals, A Jar of Good Liquor would successively launch seven classic flavor cultural products, which means an increasingly perfect product matrix of A Jar of Good Liquor, the liquor industry is possibly witnessing the birth of a super brand. 

Good Liquor & Beauties Recreate Traffic IP

The result of “Good Liquor & Beauties” National Finals was highly expected when the contest starts. On one hand, the contest lasts 6 months and crossed 24 provinces and cities, and the final selection of more than 200 beauties always attracted attention of the audience from their mass election to training; on the other hand, as a fashion subverter in the liquor industry, Jinliufu’s strong IP operation had attracted attention in the industry and its marketing and brand communication were deeply accepted in the industry. 

Current activity “Good Liquor & Beauties” was one of them. Since launch, it realized online effective interaction with the consumers. If the beauties were allowed to the final stage was decided by the netizens. The voters also won different prizes. The attention level of finals also reflects extraordinary reaction: Tencent Video’s live broadcast attracted 1.2 million person-time online views. 

It is closely related to the participant’s level. Besides university students, actors and singers, the contestants also include model contestants like Runner-up of Miss Tourism World in China. The judge and distinguished guest present consider, this activity not only complement the quality of A Jar of Good Liquor each other, but also is a good way to spread liquor culture. Qu Ying who is a famous actress and model expresses “Good liquor and beauties both so attractive”.  Zhang Wei who is chairman of Jiangsu Zhongtang Dehe Trading Co., Ltd. expresses, a small cup makes a big world, good liquor accompanies life, beauties plays a more effective role in spreading liquor culture. 

Wu Xiangdong makes comment that, good liquor and beauties are highly matched, and he summarizes their commonality with three big similarities, good liquor is crystal clear and beauties are delightful; Spirits have a bouncing sensation in the mouth and beauties are lively and tasteful; good liquor are mellow with lingering taste and beauties are unforgettable and interesting. His viewpoint makes use aware again, A Jar of Good Liquor could make a breakthrough not only comes from innovation and communication of its marketing activities, but also in-depth digging of liquor culture, as well as strict requirements from its product. 

Adhere to product leading and cultural guidance, touch the consumers with “2+N” product mode

In this time A Jar of Good Liquor brings surprise, at the climax when visual feast and contest result are revealed, A Jar of Good Liquor ·Memorable Liquor of the Year of the Pig was released for the first time, it quickly attracted eyes of the distinguished guests on site.

This “Golden Pig Collection﹒Traditional Jiang-flavor” product issued for the first time with a limited quantity of 9,999 sets in the whole world, its bottle body is made in elegant and noble gold. One set has 8 bottles and is priced at RMB 6,988/set. Its original liquor comes from Zhenjiu Liquor under Jindong Group. 

53° authentic Jiang-flavor liquor not only breaks the consumer’s conventional impression from A Jar of Good Liquor, but also further enriches its product matrix. 

From its unique fashion release to large activities with different themes; from implantation into popular movies and TV series, outdoor advertisement dominance to cross-border cooperation with Wufangzhai and Telunsu; from original program One Good Book under its title sponsor to “Good Liquor & Beauties” Contest…… since its birth, A Jar of Good Liquor surprised the world with its fashionable and diversified brand marketing. 

It is noticeable that, when brand IP is gradually formed and it continuously accumulates honest consumers, its brand matrix is formed day by day.

Under the “2+N” product strategy, besides the two basic single products Red Jar and Pottery Jar, A Jar of Good Liquor has released 4 sets of products totally including aircraft carrier collective edition, 56 nationalities collective edition and collective edition of the Year of the Dog, collective edition of reform and opening-up, in which A Jar of Good Liquor﹒Memorable Edition of the Year of the Dog won two design prizes “2018 China’s Design Red Star Prize” and “ 2018 Gold Point Design Prize”, which becomes another hardcore endorsement. 

In the view of industry, these new products on the market not only keep brand and product fresh, but also they won’t attack limit of basic sing products, at the same time the collective edition products defined by collection and cultural and industrial products would further improve brand value of A Jar of Good Liquor.

A Jar of Good Liquor ·Memorable Edition of the Year of the Pig 

Layout of Seven Classic Flavor Cultural Products

Wu Xiangdong who says “Brew a jar of good liquor with my whole life” started his brewing life in 1997. He has spent 20 years on it and attached much attention to the brand which is made by himself. 

He not only participated in this Finals in the whole process, but also state the new product’s strategic value and meaning on the stage. In release of new product, Wu Xiangdong speaks frankly “he is quite excited”, which tells the importance of this new product in his heart. 

Being in the liquor industry for years, Wu Xiangdong has multiple identities and has handled multiple products. He attaches so much attention to this product because it is related to important strategic layout of A Jar of Good Liquor. Wu Xiangdong expresses, he plans to launch seven classic flavor cultural products for A Jar of Good Liquor. 

It is noticeable that, since release of aircraft carrier collective edition, cultural and creational products have become a “ secret” of A Jar of Good Liquor for improving brand height and keeping product fresh, and indirectly become a weapon for keeping mainline products of A Jar of Good Liquor popular in the market. For example, since subscription is launched, aircraft carrier collective edition was sold out within one day, it is visible that its quality and collection value are accepted in the market. It is not difficult to expect that, with the help of 13 liquor enterprises under Jindong Group, it is obviously easy to realize the strategy of seven flavor cultural and creational products, by then how important would the Jinliufu ﹒A Jar of Good Liquor would be?

“If Jinliufu could have over RMB 10 billion in future, the memorable liquor of the Year of the Pig would have huge appreciation potential.”, Wu Xiangdong places great hope on it. On the release site, he described A Jar of Good Liquor with “Beautiful but not compete with others, just give report on arrival of spring”, he expresses A Jar of Good Liquor won’t compete with Moutai and Wuliangye, it just conveys “Spring of Good Liquor Has Come.”.