September 2, around 5 pm, Luzhou Laojiao a microblogging, attracted the attention of netizens, "has always respected the ice cream, did not go to the ice, did not go to the sugar, added a little Luzhou Laojiao. So it became Luzhou Laojiao X @ Zhong Xuegao's #baijiu break ice-cream # ......" From the six accompanying pictures sent out, you can see that the ice-cream is light yellow, and it looks very appetizing. On the white wrapping paper, the words "contains strongly flavored white wine" are printed, and the ice-cream is called "broken piece". At the same time, in addition to the word Luzhou Laojiao printed on the wrapper, but also added the word Zhong Xuegao.
It is understood that the full name of Zhong Xuegao is Zhong Xuegao Food (Shanghai) Co. Last year, during the "double eleven" period, the new online ice-cream "Zhong Xuegao" was introduced, making its reputation. According to public media reports, the company's sales exceeded 4 million dollars a day just by selling the ice-cream in cold weather, making it a famous marketing case in the ice-cream industry.
However, in the view of netizens, may not care about Zhong Xuegao's fame, but care about Luzhou Laojiao's "cross-border". In the netizens' message, in addition to expressing the desire to "break the film", more is to "taste a taste of ice-cream mixed with white wine in the end what flavor", there are netizens message, "see the name on the drunk. "
As early as 2017, borrowing the "Three Lives, Three Worlds, Ten Peach Blossoms" hit, Luzhou Laojiao launched a national style fruit wine brand for young urban women "Peach Blossom Drunk"; in February 2018, Luzhou Laojiao perfume in the microblogging by the craze, this cross-border also led to the official flagship store of the Tmall sales increased 941%, PV increased by 1870%, and the sales of the official flagship store of the Tmall, the PV increased by 1870%. PV growth of 1870% ......
Ouyang Qianli believes that from 2014, along with the new media era, the wine industry as represented by the e-commerce business, began to stride across the border to interact with health care, automotive and other multi-industry brand. "The most talked about at that time was that the movie and television IP entered the liquor industry, such as Mi Wine, Peach Blossom Drunk and so on." And from 2016, Luzhou Laojiao launched a customized perfume, triggering a cross-border wave of well-known liquor companies. In addition, there are also Jiang Xiaobai cross-border Zhang Xiaobox, Wuliangye cross-border Swarovski, Rui'ao cross-border Lukshen and so on.
In addition to this, Luzhou Laojiao Special Qu carries out the Chinese food group list food competition activities; Guizhou Moutai Aromatic Wine Marketing Company Limited plans to carry out the "National Square Dance Public Welfare Promotion Series"; Moutai Prince Wine launches the "Moutai Coffee" with Tmall; Jinsheyuan, Wuliangye, and Rui'ao launch the "Moutai Coffee". "; Jinshiyuan, Yanghe, Moutai, Wuliangye, etc. have stationed in the medical and health industry; and even the recent very popular "Moutai canvas shoes" ...... many wine enterprises have crossed over to food, medicine and health, manufacturing and other industries
These are the most popular cross-border marketing cases in the world, and they have created a new pattern.