熱看新品發(fā)布會(huì)！2020酒企推新、產(chǎn)品升級(jí)，劇透了什么？

核心內(nèi)容：品牌整合營(yíng)銷(xiāo)、品牌百度推廣?

“一年之計(jì)在于春”。3月，歷來(lái)是白酒行業(yè)的“選品季”，但是受疫情影響，傳統(tǒng)春糖延期，2020年無(wú)論是廠家推新，還是商家選品，都發(fā)生了變奏曲。
It is worth noting that in the extraordinary period, moutai, wuliangye, yanghe, luzhou laojiao, lang wine, gujing gong wine, shide, gutai, jinsha and other powerful brands have been organizing or planning new product cloud release, product upgrade and other actions.
那么，這些推新、升級(jí)的舉措，劇透了哪些新的產(chǎn)品方向？這又會(huì)對(duì)市場(chǎng)和商家，帶來(lái)怎樣變化？
非常開(kāi)局，2020新品有哪些？
2020年的行業(yè)節(jié)奏受疫情影響，基于市場(chǎng)突圍、廠家布局和商家選品的多方需求，產(chǎn)品推新以及升級(jí)換代依舊成為近期的熱點(diǎn)，各家酒企都在相繼推出或在謀劃新品：

茅臺(tái)最新上市了“走進(jìn)俄羅斯•莫斯科”、“走進(jìn)意大利•米蘭”、“走進(jìn)智利•圣地亞哥、“走進(jìn)坦桑尼亞•達(dá)累斯薩拉姆”4款走進(jìn)系列紀(jì)念酒。 

據(jù)悉，這款青花郎紀(jì)念酒，將延續(xù)經(jīng)典詠流傳的經(jīng)典文化傳承，在2020年02月02日由大師小批量勾調(diào)完成，產(chǎn)品具有鮮明的Collection value and memorial significance.
As wuliangye company to meet new consumption, new demand, focus on creating a high number of high-quality products. 70° hot original degree of small wine, hot index of "five fire", not only for the enthusiasm of the extreme taste of the fashion consumer groups, but also to meet the pursuit of fashion young consumer groups.
Ancient god as a little food 72 - degree, 100 ml bottle of liquor, is the ancient group after 42 degrees ones small food, heavy sheet is tasted, the layout of a strategy to redefine the famous winery small bottles of liquor new height of the mainstream market. On the marketing mode, different from traditional ones small food god way of listed products on February 26th night in Tmall, jingdong, suning, spelling and so on various wraps a lot line booking.
In terms of wine quality, the product is made up of aged wine more than 6 years old and aged wine more than 15 years old. The wine is more full in age, more outstanding in flavor, more smooth in entrance and more comfortable after drinking.
摘要（四大名著）、摘要（喜慶版）、金沙回沙酒鉆石七星，這三款產(chǎn)品是金沙酒業(yè)重磅亮相的新品。其中，摘要（四大名著）、摘要（喜慶版）均是以高端代表大單品摘要為基礎(chǔ)做得文創(chuàng)細(xì)分：
摘要（四大名著）以“書(shū)讀經(jīng)典、酒飲摘要”為創(chuàng)意主題，將中國(guó)最具代表性的經(jīng)典名著與摘要酒書(shū)形酒瓶結(jié)合，具有很高文化價(jià)值與收藏屬性；
摘要（喜慶版）則將煙花作為設(shè)計(jì)元素進(jìn)行創(chuàng)作，寓意著各種喜慶、吉祥、宏偉、歡樂(lè)、熱情的場(chǎng)面和心情，更好地迎合當(dāng)前大熱的喜慶市場(chǎng)需求；
鉆石七星則以鉆石和五角星入手，瓶蓋以及瓶子肩部采用鉆石切楞效果處理，寓意產(chǎn)品歷經(jīng)時(shí)光雕琢的恒久品質(zhì)，進(jìn)一步把The brand image and style characteristics of "alcohol soft miso fragrance, jinsha back to sand" go deep into consumers' hearts.
Moutai not old wine "raise, elegant, strange"
Maotai bulaojiu is about to launch "Yang, ya, strange" three series of new products. The product concept of "Yang" series is "natural, Yang changsheng", the concept of "ya" series is "quality life, taste life", and the concept of "qi" series is "chant classic, salute legend". Wait for "raise, elegant, strange" after 3 series appear on the market, moutai not old wine will have 6 series at the same time in the market contend for strange and colorful, satisfy the difference of consumer, individuation demand.
Very new, what new trends does it represent?
在看過(guò)這些產(chǎn)品推新以及煥新升級(jí)之后，我們能感受到酒企在打造“非常新品”，個(gè)性化、場(chǎng)景化、經(jīng)典性的特征表現(xiàn)明顯，這在一定程度上也代表了非常時(shí)期，酒業(yè)破局的新思路和新方向。具體來(lái)看：
一是個(gè)性化的紀(jì)念版產(chǎn)品，在價(jià)值感和市場(chǎng)定價(jià)上都有鮮明標(biāo)簽。如茅臺(tái)的“走進(jìn)系列”、國(guó)窖1573的封藏大典紀(jì)年酒以及青花郎的經(jīng)典詠流傳冠名紀(jì)念酒等。
注重產(chǎn)品的設(shè)計(jì)感、限量發(fā)售以及收藏價(jià)值，更突顯其稀缺性與尊貴感。作為經(jīng)銷(xiāo)商來(lái)說(shuō)，這類(lèi)主要由名酒代理商來(lái)運(yùn)作，對(duì)于商家的資金實(shí)力、渠道資源以及團(tuán)購(gòu)客戶都有非常高的要求。
二是因疫情影響而受關(guān)注的高度酒，五糧液的70°火爆原度小酒、古井的72度小罍神都屬于這一類(lèi)別，在疫情非常時(shí)期而形成的高度酒“應(yīng)時(shí)之需”。
As consumers, many people are out of health protection and curiosity, but this also puts forward higher requirements on the production level and quality threshold of wine enterprises, after all, to ensure the quality of reliable, but also to provide consumers with a good drinking experience.
Third, the advantages of the main products of the new upgrade, taste willing, the national standard of Taiwan wine and jinsha abstract, are typical representatives.
In fact, for wine companies, whether new products are launched or to build core products, the cost is increasing and the risk is also increasing. In terms of product thinking, many brands will not "push the new" without foundation, but tend to focus on competitive products, cultivate strategic single products, and "make the long board become longer" to maximize the extension of product life cycle.

整體來(lái)看，在“非常新品”的背后，透露出“非常時(shí)期”品牌的最新動(dòng)向。無(wú)論是打造賣(mài)點(diǎn)突出的高附加值產(chǎn)品，還是對(duì)主力產(chǎn)品的升級(jí)賦能，目的在于強(qiáng)化品牌價(jià)值、提升產(chǎn)品價(jià)格，持續(xù)搶占消費(fèi)者心智、強(qiáng)化市場(chǎng)認(rèn)知，最終獲得更加強(qiáng)大的戰(zhàn)略?xún)?yōu)勢(shì)和品牌實(shí)力。

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