In the impression of most people, human ancestors made sorghum, cereals, rice, grapes, barley and other crops through microbial fermentation and distillation thousands of years ago, and the traditional skills have been passed down to this day. Wine industry is undoubtedly a typical traditional industry. Even the contemporary large-scale production will never change, and the wine products should exude traditional advantages. In fact, today’s wine brands are enjoying the modern fashion and running faster and faster. In 2023, AI technology, metauniverse concept and artificial intelligence represented by digitalization have been rapidly applied in wine industry.
The attributes of fast-moving consumer goods of alcoholic products determine that they must constantly strengthen the brand IP symbols in consumers’ minds through image exposure, and finally form a strong understanding of alcoholic brands-consumers can not remember the packaging bottle shape and appearance of a new alcoholic product, but they can consciously "wake up" the taste memories or good memories in their minds through the brand trademarks on the packaging, and lead to consumption impulses.
The enhanced engraving of this brand symbol has different forms of expression in different periods. At first, it was word of mouth, packaged and printed, followed by film and television, and Optimus Prime in urban and rural areas. In the 21st century, with the rise of computer internet, websites and games have also become a new battlefield for liquor brands to enlarge their brands. In recent years, the new trend of digital wine brands led by mobile internet has occupied the mainstream with the advantages of flexibility and portability, and has become the new favorite of wine brands.
Maotai new product launch conference, is this a reality or a virtual world?
Showing young consumers well and getting their favor and affection is one of the driving forces of the wine industry. Virtual space, dimensional wall and game network language are the world of young people, and they are also the reality and challenges that the wine industry must face. Leading wine enterprises are putting down all their conceptual burdens and making efforts to bless them.
At the beginning of the new year, Maotai, the first brother of liquor, launched the "Xunfeng Digital World", which attracted the attention of all parties. According to the official definition of Maotai, Xunfeng Digital World refers to relying on the technical foundation of virtual reality research and development, applying core technologies such as interactive experience engine and digital twinning, and taking "the source of maojiu" as the origin, mapping every tree, scene and thing into the virtual world, deeply restoring Maotai’s brewing environment, excavating Maotai’s history, culture and technological methods, and striving to build an innovative, open and harmonious digital home and create a "digital home" belonging to Maotai and its users.
This is also the first case of creating a virtual wine world in the real liquor industry. In the experience, the reporter of China Wine Industry found that in the digital world of Xunfeng, "the source of Mao wine" is the origin, which is in line with the spiritual symbol of the source of Maotai liquor production. Here, users can see the three burning houses of Chengyi, Ronghe and Hengxing, as well as the heritage buildings of Maotai liquor-making industry, including the former site of the source square, and even the bluestone slab tunnel are strictly compared and accurately restored. Like the real world, the "source of maojiu" in the hurricane world changes seasons. Users can touch microorganisms, native plants and clever animals, and also interact with Maotai brewing masters and legendary craftsmen to learn authentic traditional construction methods.
Interestingly, the digital world is not just a scene in a virtual game scene. In addition to games, it has also become one of the platforms for Maotai to release new products and various experiences. Young gamers can have a deeper understanding of Maotai’s history, culture and consumption while playing games, and at the same time, they can get various unique channels to get Maotai’s products, thus having a deeper affection for Maotai. Not long ago, Maotai released a series of 24 solar terms products, which made full use of this virtual advantage of the digital world of Xunfeng. In the digital world of Xunfeng, the launch conference of Guizhou Moutai Twenty-four Solar Term Spring Series products was held simultaneously. The "Mao Fen" and "Yun You" from all over the country witnessed the products of Guizhou Moutai Twenty-four Solar Term Spring Series and the digital collection of "beginning of spring Beauty from Nature" in the "parallel world", and they were immersed in "flowers bloom in the east and spring returns. Users interact with NPC after entering their homes, and they can get the digital collection debris reward by participating in the tasks of answering questions, picking up winter jasmine and finding beginning of spring rabbit. The whole interactive link runs through the whole online conference. Digital figures Xiao Xun, Iridium Feng, Ti Shuai and Chun Mang, which are generated by digital twinning technology, introduced the series products of Guizhou Maotai Liquor in 24 solar terms. In addition, you can also watch the wonderful performance at the offline conference site in Xunfeng, and users can enjoy a beautiful feast integrating vision, touch and hearing in the cloud without leaving home. More specifically, Maotai announced every "digital collection" this year.They are all related to the physical products of each bottle of beginning of spring wine with 24 solar terms through blockchain and digital fingerprint technology. In every solar term, the digital world will organize activities according to the rhythm of wine-making competition, digital collection release and base wine/synthetic digital collection.
In fact, it is not just Maotai that is optimistic about the potential of digital virtual world. LU ZHOU LAO JIAO CO.,LTD, the originator of Luzhou-flavor, also moves frequently. At the end of last year, LU ZHOU LAO JIAO CO.,LTD co-signed 100% Vientiane to release an online mini-game. If you win the game level, you will get a variety of co-branded limited gifts, including LULU dolls, small bottles of LU ZHOU LAO JIAO CO.,LTD, LU ZHOU LAO JIAO CO.,LTD stubborn custom perfume, LU ZHOU LAO JIAO CO.,LTD distiller’s grains rejuvenation mask and so on. There is also a story about LULU, the protagonist of the game. On September 30th, 2022, LU ZHOU LAO JIAO CO.,LTD applied for the patent for the appearance of "LU ZHOU LAO JIAO CO.,LTD LULU Doll" and was approved. The patent abstract shows that the patent design is a component design, component 1 is a doll, component 2 is a hat, and component 3 is a wine bottle decoration worn on the doll’s head. The patent inventor is Shen Caihong, and the product is used for doll ornaments. The design point lies in its shape. As the IP image of LU ZHOU LAO JIAO CO.,LTD’s member operation center, LULU, based on sorghum, is now 448 years old and has been appointed as "Chief Welfare Officer of LU ZHOU LAO JIAO CO.,LTD" by LU ZHOU LAO JIAO CO.,LTD. This digital image has gone to great lengths to protect intellectual property rights, which shows that this digital IP is highly valued by LU ZHOU LAO JIAO CO.,LTD from top to bottom and has high hopes.
Digital image is becoming more and more important for liquor brands and enterprises, and now it has become an indisputable fact. Last year, while strengthening its own App function, Maotai timely launched the "Little Master" I Maotai, which on the one hand gave the handheld space a digital owner, and on the other hand strengthened the interaction with mobile consumers-the digital owner can be infinitely empowered and given various tasks and jobs. I Maotai is not only a digital housekeeper, but also a factory spokesperson, customer service manager, knowledge blogger, even complaining about the object, and even telling you where to buy Maotai ice cream. From simply arousing consumers’ goodwill and interest in the past, and enhancing the product image, to now, the digital image reflects the intelligent degree of products, improves services, is close to consumers, and even "cultivates" potential consumers. The function of digital image IP is rapidly expanding. Nowadays, LULU, I Maotai, etc. have taken on the task of connecting consumers and serving consumers online. In the future, they may frequently jump in the virtual and real markets and become an indispensable part of the liquor ecological chain.
LU ZHOU LAO JIAO CO.,LTD’s lovely number LULU
In contemporary society, economic cooperation is further strengthened, people’s social pressure is further enhanced, and alcohol products need to be decompressed, so wine and games become a good choice. This is also one of the important reasons why alcohol products frequently become the protagonists of online games in recent years. Recently, a wine brewing (cultivation) game was launched in Japan, which attracted wide attention from wine and game lovers. The apple version of the winery simulator "Happy Days-Wine Making Simulator" developed by Broken Arms Games has landed on the Switch platform, and the pre-sale has been started, and the game supports Chinese.
Interestingly, the game provides a lot of knowledge about wine making, which is broken down into small parts that are easy for players to understand. One of the main ways to play the game is cards. Each card represents a brewing process, and players can fiddle with it at will without following the rules.
In the game, you will dominate a new winery that belongs to you. You can analyze the soil, choose the types of vines, planting methods, manage pruning, treat fruit trees, and decide the timing of harvesting. You also need to supervise the whole wine-making process, such as fermentation, aging, barrel passing, bottle type selection, and make the decision that best suits your favorite wine or the market demand. Of course, in order to expand the scale and network of enterprises, the process of strengthening sales is also indispensable.
From the management of vineyards to the way of sales, every choice will affect the wine produced. High-quality wine can enhance the company’s reputation in the world, and the sales price is high, which can make the company develop better and faster.
Perhaps this game can help wine lovers better understand that wine is not easy to be born; Let the winemakers in the winery gain more fun from winemaking.
In 2023, ChatGPT, which represents the new achievements of artificial intelligence, became popular online overnight. Although this function still has shortcomings such as insufficient information in the Chinese world, the learning characteristics of artificial intelligence have become its biggest highlight, and its advantages for brand promotion are also obvious. Because it first got its hands on the media field, the sensational effect is more obvious. For wine enterprises, it goes without saying that the brand spillover effect brought by massive questions, and the product promotion increment and unknown platform potential brought by artificial intelligence can not be let go.
Wine Manor Management Game Interface
ChatGPT has gained more than 100 million users worldwide in less than three months, and the growth rate of this product has far exceeded that of Tik TOK, which also proves that the user demand of ChatGPT is real and strong.
Users can get information more quickly and efficiently through ChatGPT, and they can constantly screen information accurately through interaction with AI, and even get relevant intelligent advice from AI.
At present, the vertical media of alcohol have focused on ChatGPT, launched relevant articles, "asked questions for" the alcohol industry, and made the answers public; Maotai, LU ZHOU LAO JIAO CO.,LTD and other famous wine companies have also asked questions about ChatGPT, occupying the limelight; Many enterprises have also become popular with the help of the concept of ChatGPT, guiding brand marketing and formulating relevant plans and strategies, especially those businesses that had a soft spot for search engine marketing mode before, and they are eager to face new things.
Some marketing experts said that ChatGPT, an intelligent interactive way, broke the information monopoly of search engine products in the past, and it may indeed subvert the existing models of traditional search engines such as Google and bing in the future, becoming the first entrance for users’ information retrieval. If ChatGPT becomes the user’s first information portal, then for the brand, it is necessary to use ChatGPT’s intelligent reply to achieve user access, and AIGC (Artificial Intelligence Generated Content) marketing will become very important.
How to make ChatGPT retrieve brand information will be an important topic for the brand. The principle behind it is actually similar to Baidu SEO and SEM, but in the entrance of ChatGPT, the algorithm logic of AI neural network behind it is different from that of traditional search engine crawler, which will bring great changes to the whole marketing ecology and brand budget allocation.
Because ChatGPT obtains users’ active information retrieval demands, its traffic realization accuracy will be very high, and its commercial value is huge for both the brand and ChatGPT platform. But the question left to ChatGPT is how to get the best balance between commercialization and user value once the traffic is realized. But for most liquor companies, businesses and the media, onlookers are no longer the way. What is important is not to miss the new round of growth with the help of new technologies.
Back to the original topic, this spring, in addition to the recovered market, the digitalization of wine industry is rapidly splitting on another front, and the virtual wine world is getting closer and closer to us, and will eventually become a part of our life. The social value of ancient wine may face a leap, and the characteristics of its spiritual attributes will also make us sit up and take notice.
Li Peng, China Wine Magazine
