Little white users are sweet and seem to be common in the market.
Although alcohol is a mood drink, the “Tmall Wine Online Consumption Data Report 2018” released by CBNData in conjunction with Tmall shows that the quality transformation of the consumption structure promotes the continuous increase in the scale of online beverage transactions. Tmall’s alcohol consumption during the two years The year-on-year growth rate of the amount remained above 30%. Although liquor, wine, and beer remained the top three categories of online wine sales in the past two years.
The scale of China’s wine market is 100 billion, and it is the fifth largest wine consumer in the world. However, compared with the global per capita consumption, it is only one-third, and is far lower than other East Asian markets with close dietary habits and culture, and the market potential is huge.
At the same time, the seemingly contradictory phenomenon is occurring in the consumption of the wine market: More and more people start to drink wine, but both production and imports are declining.
Sheng Han, the founder of Drunk Goose, tells us that This contradiction can be explained. On the one hand, the “false prosperity” of wine consumption caused by San Gong consumption is receding and consumption Consumers’ spontaneous demand for enjoyable consumption is booming, and the consumption structure has shifted from gift-giving consumption to rational consumption. On the other hand, the information gap is narrowing. Consumers no longer pay for high-price and high-margin boutique wines, but instead turn to brands and choose brands / channels that they are familiar with and trust.
Drunken Goose Niang is such a brand. It was established in 2014. It started with the founder Sheng Han sharing red wine content on the WeChat public account. The head IP of the red wine category, this year ’s double eleven drunk goose mothers completed nearly 20 million sales in a single day, entered the top ten in the Tmall big wine category, and won the second place in the red wine category (the first place is Zhang Yu ). According to the data provided by the company, Since its establishment four years ago, the company has achieved a 100% annual growth rate, from 18 million revenues in 2017 to 160 million revenues this year and achieving profitability .
Content brand / IP addresses endorsement issues
Consumer drinking demand is growing, but wine still belongs to industries with cognitive thresholds. For small white users who are willing to try wine, because they do not understand and know few brands, the biggest problem is Don’t know what to buy . And the “Lafite” or “Penfu”, which made the brand name in the early days, is difficult for a new generation of young consumers to have a sense of identity.
For the “I don’t know what to buy” problem, Drunk Goose has clearly given a solution: make a “selected brand” or “selected IP” to solve the brand endorsement problem that consumers need. To put it simply, that is to endorse the brand or IP to help consumers pick out the right amount of wine products, and then let consumers choose the wine that suits them according to their preferences.
No matter what kind of content platform, the logic behind it is to help consumers reduce the cost of choice and quickly complete the cognitive-decision chain.
We all know that selecting and matching related content is a job that requires a lot of creativity and manpower. Drunk Goose has its own unique strategy in terms of products and content. The product structure is roughly divided into three categories: the first is a self-operated brand, such as the bird wine series hatched at the end of 2016, which has sold more than one million bottles since it went online, and has gradually entered the supermarket channel offline; the second is Unique brand; the other is an agency brand, but the product is innovative and relatively popular, the purpose is to attract more potential users through the product, such as Yege.
Drunk Goose’s own brand of bird liquor series
Wine still needs market education, domestic products need local version of “Red Jade”
It solves the problem of selection. The second problem is the taste, the sourness and astringency of traditional red wine, which is difficult for young people to accept.
Sheng Han said that the wine market still needs education, and the new market for red wine will inevitably go through the “sweet” stage. For most users, it is difficult to accept dry red at the beginning, and it needs improvement. “Intermediate”, a sweet red wine.
This is like coffee. For Coffee Xiaobai, drinking black coffee is obviously not realistic at first, and espresso with milk and sugar is needed as a “middleman” to cultivate the market and educate the taste.
There are precedents for this.After the Second World War, the Japanese wine market grew rapidly. Suntory’s red wine “Akayu”, developed according to Japanese tastes, was popular because of its slightly sweet taste, and once gained more than 60% of the Japanese wine market share. Later, when Suntory introduced whiskey, it also used highball to teach taste.
In this regard, from the perspective of the drunk goose, The Chinese market also needs a sweet red wine that suits the tastes of local consumers . Therefore, Drunk Goose will develop and launch its own sweet red wine products, hoping to become a “big single product” in red wine. Of course, doing FMCG and doing content are different ideas. From content thinking to product thinking, the team needs to consider and face it.
In contrast, the advantage of the drunk goose is to understand the user. After a few years, the drunk goose has connected a large number of primary users. The team has accumulated experience in selecting products, has a good perception, and knows what Products have the opportunity to become explosive models, and then pushed back to the design and development of proprietary products.
Although it will take more manpower and energy, Drunk Goose has always maintained a membership system. There are currently tens of thousands of paid subscribers, and the monthly retention rate is above 70%. More powerful, will buy wine with a higher unit price, and is willing to try more types, The average annual consumption per capita is around 2300 yuan . The long-term user data has positive feedback on the product development, user testing and research.
In addition, in terms of supply chain, the drunk goose ninja self-operated bird wine series has sold more than one million bottles per year, and gradually entered the offline business super channel from online; drunk goose ninja cooperated with some wineries to develop independent brand wines. It is one of the fastest-growing red wine brands on Tmall. Whether it is self-employed or co-branded, it has accumulated a certain amount in the supply chain.
The founder of the drunk goose mother, Sheng Han, said that the current drunk goose mother is making wine Xiaobai into a wine lover, and the future drunk goose mother hopes to be the leader of young people’s drinking.