Why are many wine companies such as Luzhou Laojiao now engaging in "cross-border" marketing?

In fact, cross-border marketing by wine companies is nothing new in recent years. Since liquor entered a period of deep adjustment in the second half of 2012, various companies have been affected to varying degrees. Therefore, every wine industry is trying to find new marketing models. After various attempts from in-depth distribution, hotel-in-distribution, consumer-in-distribution to regional intensive cultivation, the liquor industry began to realize the importance of marketing innovation and resource integration. Among the many innovation paths, cross-border marketing is increasingly favored and valued by liquor companies.

Industry experts have said many times that the integration of wine companies with culture, sports and other cross-circle circles can produce diversified influence, enhance the cultural characteristics of the brand, give the brand more spiritual connotation, and bring The resulting innovation effect is enough to significantly enhance the brand value, and at the same time, it can also gather more popularity for both cross-border parties. Among these many cross-border areas, the cross-border cooperation between liquor and sports events is particularly close. During the National Day, Hot Craft Brewing made its debut at the Cross-Country Heroes Association in Alxa and became the designated wine for the National Moderator Conference and the national brigade of the Hot Off-Road E-Clan Heroes Association.

In September this year, Site Wine and the Tour of Poyang Lake International Cycling Competition once again joined forces and became a beautiful business card for Jiangxi Province’s external publicity. Long before the industry recovered, Site Wine had frequently appeared in major domestic and international events such as WCBA, international marathons, and the Olympics. In June this year, during the World Cup in Russia, Luzhou Laojiao Guojiao 1573 became the only Chinese liquor brand to enter the official hospitality box of the World Cup. There are many cross-border events like this.

Using culture and sports as the starting point, many wine companies have embarked on a unique path. Regarding the reason why most wine companies love sports events, industry experts also said that the biggest feature of "cross-border marketing" is that some originally unrelated elements penetrate and integrate with each other to instill a more three-dimensional image of the brand. .

Due to the high level of user participation and emotional investment, sports events can effectively enhance brand trust and consumers' sense of belonging, and achieve a spiritual level of excitement. For most wine companies, their brand connotation can be fully associated with sportsmanship. At the same time, China's sports industry is entering a high-speed development bonus zone, and its consumers are also showing a younger, high-end and diversified development trend. This is exactly what the traditional liquor industry is actively exploring and changing. path.