Aiming at 500 million wine drinkers, the “Hangover Cure Magical Device” is a review of the past six months in the Indian Ocean
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Text | Wine Industry Team
Planning丨Don River
The trillion-dollar alcoholic beverage market is colliding fiercely with the trillion-dollar health industry.
Research data from Gongyan.com shows that the total base of alcohol consumers in China reaches 500 million. As the perception of drinking people changes, the concept of healthy drinking is becoming a consumer consensus, which has also driven the trillion-yuan alcoholic beverage market to create a large-scale hangover cure market.
Led by the two trillion-dollar consumer markets, the hangover market is becoming a golden track for capital players and business giants. The Indian Ocean hangover drink, which is at the forefront of the track, has soared in the channel in less than half a year since it was launched in October last year, and won the title of “The No. 1 Brand of Huazun Cup Drinking Companion in 2023”.
Reviewing the rise of the Indian Ocean in the past six months may provide insight into the imaginative future of the wine-drinking industry.
Back in October 2023, the Indian Ocean’s first appearance can be described as a “C-position debut.”
On the Douyin platform, Jiuxian.com Lafeige led the sales, and Indian Ocean, as a drinking companion, instantly ignited the enthusiasm of drinkers for consumption; on the Taobao platform, Indian Ocean witnessed the rise of Jiuxian Liangge, Taobao’s live-streaming alcohol sales brother. It has become one of the products with the highest return rate in Jiuxian Liangge’s live broadcast room; on online channels such as Kuaishou, Meituan, and Video Accounts, through the joint efforts of top anchors such as Jiuxian Daliang and Jiuxian Yijie Gege, Indian Ocean has achieved hot sales. Sales volume among similar products…
The popularity online has led to hot sales in offline channels. It is reported that Indian Ocean has established cooperative relationships with chain wine stores such as Jiuxian Famous Liquor City, Liquor Direct, Liquor Express, and many supermarkets across the country. It has cooperated with more than 20,000 terminal stores and serves more than 200 VIP corporate group purchasing businesses. , the tasting has reached more than 400,000 people, and it has more than 170,000 offline high-quality members.
“Indian Ocean is Jiuxian Group’s strategic layout in the hangover sector. It has now gained more than 500,000 fans and is deeply loved by dealers and consumers.” Liang Dongjie, general manager of Indian Ocean, said that in 2024, this data is expected to be further refreshed, ” This year, Indian Ocean will continue its consumer cultivation project and release 2 million bottles of Indian Ocean products for free consumer tasting and market evaluation.”
More and more dealers are joining the ranks of agents in the Indian Ocean, including some traditional liquor merchants. “Indian Ocean has 17 kinds of plant fruits that have the same origin as traditional Chinese medicine and food. The high-quality natural raw materials and advanced technology make Indian Ocean different from other hangover products on the market in terms of taste, drinking method, and after-drinking effect. It is easier to be accepted by consumers.” Mr. Chen, a dealer in Jinan, said that he participated in the 22nd anniversary celebration of Jiuxian Group in October last year and learned about Indian Ocean and immediately became an agent. In a few months, he also achieved considerable sales growth. It has become an important source of profit during the adjustment period of liquor.
Liquor experts learned that in order to better serve dealers and channel terminals, Indian Ocean has also established a comprehensive range of product marketing, product training, business development, resource integration, B2B agent distribution custom development and channel operation implementation plans. “India Ocean strengthens the concept of drinking companions, maximizes the CP value of the brand and wine, achieves mental occupation of the drinking crowd, and provides precise support for accelerating channel sales.” said the person in charge of the Indian Ocean brand.
A series of actions bore fruitful results. At the 15th Huazun Cup in 2023, Indian Ocean won two awards: “The No. 1 Brand of Huazun Cup Drinking Companions in 2023” and “The Innovative Leading Brand of Huazun Cup Drinking Companions in 2023”. The brand value is even more A rising tide lifts all boats, reaching an astonishing 1.886 billion yuan, ranking first among similar products.
According to a report released by Gongyan Industry Consulting, the hangover industry is showing four major consumption trends, namely rational consumption, foodization, standardization, and intensified competition.
Under such a trend, Indian Ocean followed the rules of the industry and grasped the consumption trend. Within half a year of its launch, it quickly occupied the top spot in the industry with its excellent product quality and strong channel penetration capabilities. Behind this, the strong empowerment of word-of-mouth marketing and precise positioning has become an important escort for the Indian Ocean to sail into the blue ocean.
In terms of word-of-mouth marketing, Indian Ocean believes that “consumers’ word-of-mouth is the best communication tool” and pays special attention to listening to consumers’ voices and paying attention to consumer feedback. In the process of exchanging quality for reputation, Indian Ocean has gathered a huge number of brand fans through large-scale tasting activities, and through their word-of-mouth, sharing and promotion, it continues to expand the brand in private circles and public circles. The influence of consumption.
“The efficacy of a product cannot be achieved solely through advertising, but requires tens of thousands of consumers to personally experience and evaluate it.” Liang Dongjie said, “We hope to make Indian Ocean a household name through word-of-mouth among consumers. And bring better products and services to consumers. I hope that in the near future, Indian Ocean will become a powerful force in China’s drinking companion market.”
In terms of precise positioning, Indian Ocean has achieved precise positioning of products and consumption scenarios. In view of the precise positioning of the product, Indian Ocean conducted extensive research on consumer characteristics based on big data and found that the market is more in need of a product that can not only prevent drunkenness before drinking, but also safely, quickly and effectively relieve symptoms after drinking. . Based on this product positioning, the Indian Ocean team invested heavily, based on in-depth research on the alcohol metabolism mechanism and human physiological characteristics, combined with modern scientific and technological means, and finally achieved a technological breakthrough after repeated trials and improvements.
In view of the precise positioning of consumption scenarios, Indian Ocean accurately cuts into the consumption scenarios of the hangover market by depicting consumer portraits, assisting dealers in distributing goods in occasions with the strongest demand, and making a strong presence in restaurants, hotels and other occasions where instant drinking is required. Make the party stress-free and the party comfortable and free.
Word-of-mouth marketing realizes the occupation of all channels and precise positioning to achieve dual occupancy of product scenes. Industry insiders pointed out that adhering to the health concept of “paying attention to the world and paying attention to everyone”, Indian Ocean is leveraging huge traffic in the alcoholic beverage market and gaining access to the great health era. Dividends and alcoholic beverages form strongly related products that complement each other and go hand in hand.
It is foreseeable that in a future that pays more attention to life, health and quality of life, the Indian Ocean will surely exert greater health value and become a diamond product in the next stage, heading towards a broader blue ocean with greater potential.
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