Observers pointed out that as an important platform for alcohol brand links at the C end, trendy media has always been at the forefront of the channel, has a high influence on consumer groups, and is an important bridge between alcohol brands and consumers, which is also the reason why many alcohol brands compete with trendy media.

At the same time, what we need to see is that the competition between new and old brands of wine is also intensifying, the arrival of the era of category diversification, and the impact of new brands have brought many variables to the wine market.

With liquor as the core, China's wine industry has developed rapidly for 6 or 7 years, which has given birth to some new market trends. The diversification of consumption, the younger consumption group, and the intergenerational change of the core consumption group of wine have created a variety of possibilities for the development of China's wine industry.

For consumer brands, especially alcohol brands, offline vertical channel expansion is not only the coverage of offline physical scenes, but also the expansion of the population level and consumption level, and the purpose of such expansion is not only to achieve brand growth, but also to strengthen brand awareness and promote the strategic policy of brand construction.

The digitalization and intelligence of offline media has opened a new door for new consumer goods. When there is more than one road to brand growth, new consumer brands naturally do not need to seek incremental online traffic.

It is believed that the young group is one of the main consumption groups at present, and it is also a new growth point of Chinese liquor in the future. Considering the iteration of consumers, the pace of liquor to the new generation of consumers has accelerated. Many liquor companies have made a more youthful and fashionable layout in product promotion and products. Through online marketing and offline brand advertising investment, they have redefined the influence of liquor on consumer groups and realized the market education of liquor to young groups.

Jiang Xiaobai is a very successful case. Since its birth, it has had a very clear brand positioning, firmly targeting young consumers, choosing cost-effective, simple kaoliang liquor, and caring marketing, successfully avoiding the red Sea of liquor competition at that time, based on young consumers, its "integration" style of playing, and the slogan "I am Jiang Xiaobai, life is very simple". Captured thousands of consumers in the early stages of their career or are struggling

As the early group of people who followed the Jiang Xiaobai brand increased in age, they gradually entered the middle and upper classes of society, and there was more demand for alcohol consumption with higher value. However, they still have a deep plot for the Jiang Xiaobai brand. At this time, Jiang Xiaobai timely launched a higher price, more quality, greater sense of value of 52 degrees of gold cover Jiang Xiaobai, in further meeting the consumer needs of this part of the consumer population at the same time, through word-of-mouth communication, circle expansion, value identification and other ways, continue to let themselves into this group, to achieve the stability of consumer groups.

As an elevator advertisement in the real life scene of consumers, it is favored by the liquor industry. Because the essence of marketing is to narrow the distance between brands and consumers. At the same time, under the development and application of new technologies such as the Internet of Things, big data, and artificial intelligence, offline super traffic reconstructs the "people, goods, and fields" of liquor consumption, thereby improving the efficiency and accuracy of advertising, reducing transaction costs, and saving advertising budgets for brands.

The new wave media has the advantage of scene in the media. As we all know, one of the core groups of liquor is the family group, the use of scenes are mainly at home, banquets, gifts. In addition, the data show that Chinese liquor consumers mainly buy liquor stores (73.2%), followed by supermarkets and department stores (46.5%) and hotels (46.2%). The daily life trajectory of consumers determines that the community ladder media has become the media with the highest touch power in outdoor places, and naturally becomes the necessary scene for liquor brand marketing.