Chinese wine Maotai

今天,茅臺已經穩居中國高端白酒領導位置。
如何以旗艦帶領艦隊出?!獛ьI茅臺旗下的系列產品斬獲市場?
如何以產品驅動品類——幫助醬香酒品類獲得國人的更大關注與認同?

創意策略圍繞醬、新、家、族四個關鍵字展開:“醬”,強調醬香型酒文化凸顯獨特工藝與品位,從櫥窗、店內展陳道具,釀造的工法技藝展示,反復清晰提示“醬香”概念,形成認知;“新”,時代感的設計風格,新的互動技術與體驗,傳統文化元素,在品牌時代與新零售時代的新形象,全息成像與VR技術幫助消費者了解產品背后的故事——材料、工藝、品質等;“家”,與家有關的視覺符號與家有關的體驗環節,在品酒私享區,佐餐是中國白酒最尋常的飲用方式;家宴,是國人最高規格的寬帶,屋檐是華夏文化中“家”的符號;“族”,塑造獨立,但與茅臺有共同品牌DNA的SI系統,具有清晰識別度的“皇室藍”+銅金色組合。

通過店鋪設計刷新品牌形象,重塑消費者(尤其是年輕消費者)關系,保持與突顯茅臺“國酒形象”,進一步掙得消費者喜愛,繼續領跑市場。

Today, MOUTAI has secured a leading position in China's high-end liquor. How to lead the fleet to the sea with the flagship - to lead the MOUTAI series of products to capture the market? How to get the greater attention and recognition of the Chinese people with the product-driven category--helping the sauce-flavored wine category?

The creative strategy revolves around the four keywords of sauce, new, home and family: “Sauce” emphasizes the unique craftsmanship and taste of the sauce-flavored wine culture. It displays the props from the window, the store, and the craftsmanship of the brewing technique. "Soy sauce" concept, forming cognition; "new", contemporary design style, new interactive technology and experience, traditional cultural elements, new image in the brand era and new retail era, holographic imaging and VR technology to help consumers understand The story behind the product - materials, work
Arts, quality, etc.; "home", home-related visual symbols and home-related experience links, in the wine-selling private area, the table is the most common way to drink Chinese liquor; the family feast is the highest standard broadband for the Chinese people, the eaves It is the symbol of "home" in Chinese culture; "family", which is independent, but has a common brand DNA system with Maotai, has a clear recognition of "royal blue" + copper-gold combination.

Renovate the brand image through store design, reshape the relationship between consumers (especially young consumers), maintain and highlight MOUTAI “national wine image”, further earn consumers' love and continue to lead the market.