Daolang's "comeback performance" earned enough attention and traffic, and Guizhou Xijiu, which received the exclusive title behind it, also became a "winner." On the evening of the 30th, Daolang's online concert attracted attention from all walks of life. A reporter from the Nand

Daolang’s online concert received great attention. (File picture)

Daolang's "comeback performance" earned enough attention and traffic, and Guizhou Xijiu, which received the exclusive title behind it, also became the "winner".

A reporter from Nanduwan Financial News noticed that Daolang’s online concert did not include any other advertisements except for the exclusive title. This move made the exclusively titled Zhijiao Wine the “biggest winner” .

In fact, before and after the concert in which it was named Daolang, Zhijiaojiu had already started to show signs of "leaving out of the circle". A reporter from Nanduwan Financial News found that before the concert started, Zhijiaojiu's video account had already gained a certain amount of attention through pre-heating. Spend. During the online concert, Zhijiaojiu was exposed through "giving gifts" (rewards). In addition, at the same time as the concert started, Zhijiaojiu's video account also launched a live broadcast to sell wine, and at least 300,000 viewers "swarmed" into the live broadcast. During the period, this set a record for the number of people online at the same time during the live broadcast of this video account.

Public information shows that Zhijiao Liquor is a brand developed by Guizhou Xijiu for young consumer groups. It mainly targets scenes related to young people gathering to drink. Therefore, in the process of promotion and marketing, this product has great differences with other products of Guizhou Xijiu. The difference is that the main method is "to do what young people like".

A reporter from Nanduwan Financial News noticed that in addition to promoting the product as a "cocktail base wine", Zhijiao Liquor has been linked to football and other sports, and has also sponsored some online concerts. It is reported that before Daolang’s online concert, Zhijiaojiu had already tried to name the online concert. In March this year, the brand exclusively sponsored the “Snow Mountain Zhijiao Concert”, which featured Cui Jian and Pu Shu. and the band "Secondhand Rose" participated in the performance.

Industry analysts believe that this time “with the help of” Daolang, Daolang gained an “unexpected break out of the industry” and Zhijiao Liquor has gained more opportunities to be exposed in the market and in front of consumers. However, how to convert traffic into “retention” to promote product sales, this It requires continued attention from the brand.

Zhijiao Liquor's "popular popularity" has also given liquor companies that are keen to sponsor and sponsor concerts this year another hope of significantly increasing their "brand voice".

According to previous reports by reporters from Nanduwan Financial Society, in the first half of 2024, many liquor companies including Wuliangye, Yanghe, Luzhou Laojiao, Yangshao, Jinshiyuan, and Daohuaxiang have participated in offline concerts. The purpose of marketing through naming and other methods is to "encircle" the fan base behind these well-known singers. It is understood that most of these groups are young people born in the 1980s and 1990s, and they are also the future consumer group "targeted" by the liquor industry.

Liquor industry analyst Cai Xuefei said that social activities such as concerts have their own traffic and topics. Singers and celebrities also have basic fan groups, which has a certain calling effect. In addition to increasing brand reputation, the naming of liquor companies will also stimulate A wave of product sales.

A reporter from Nanduwan Financial News found that when sponsoring concerts, some liquor companies did "mildly combine" the "fan economy" to boost sales. For example, in addition to the normal sales of some concert tickets, the other part is linked to "selling alcohol". Consumers need to purchase a certain amount of brand-specified products to have a chance to obtain tickets to related concerts. For example, in February this year, Hanwang Liquor Co., Ltd. sponsored and co-organized the 2024 "Rural Commercial Bank Night" concert in Loudi to celebrate the New Year. It launched a gift package with the purchase of Hanwang Liquor worth 1,980 yuan and a free New Year's Eve concert worth 1,980 yuan. For example, during the well-known singer Andy Lau’s tour concert, a liquor company that exclusively sponsored the event also sold some tickets with products.

A reporter from Nanduwan Financial Society found that compared to sponsoring offline concerts, Zhijiaojiu is currently focusing on online, and there is a sales effect at concerts. From the data, this Daolang online concert has given Zhijiaojiu a boost Indirectly "bringing goods", about 2,500 orders of Zhijiao Wine were sold online.

According to the industry, concerts have become an effective channel to boost sales when the liquor industry as a whole is experiencing difficulties in sales. According to data monitoring and survey calculations from the ticketing information collection platform of the China Performance Industry Association, in the first half of 2024, the number of commercial performances nationwide (not Including performances in entertainment venues), there were 251,700 performances, a year-on-year increase of 30.19%, and the number of audiences was 79.1013 million, a year-on-year increase of 27.10%. Among them, the box office revenue of concerts and music festivals increased by 134.73% year-on-year; the number of spectators increased by 63.35% year-on-year, including 5,000 people The above large-scale concerts have the highest contribution rate to market growth. The continued growth of consumer groups, as well as the match between the age group and the future consumer groups of liquor, will naturally increase the "favor" of concerts by liquor companies.

In addition, some industry insiders believe that judging from the fact that Daolang’s online concert has driven Zhijiao Liquor out of the circle, the way of bringing goods during the same period of online concerts may become a new direction for wine companies to name their names. At the same time, companies are expected to directly face the For consumer sales, it remains to be seen whether we can encounter "phenomenal" IPs like Daolang in the future, and whether the conversion rate and dynamic sales rate can meet corporate requirements.