Chinese wine Maotai

今天,茅台已经稳居中国高端白酒领导位置。
如何以旗舰带领舰队出海——带领茅台旗下的系列产品斩获市场?
如何以产品驱动品类——帮助酱香酒品类获得国人的更大关注与认同?

创意策略围绕酱、新、家、族四个关键字展开:“酱”,强调酱香型酒文化凸显独特工艺与品位,从橱窗、店内展陈道具,酿造的工法技艺展示,反复清晰提示“酱香”概念,形成认知;“新”,时代感的设计风格,新的互动技术与体验,传统文化元素,在品牌时代与新零售时代的新形象,全息成像与VR技术帮助消费者了解产品背后的故事——材料、工艺、品质等;“家”,与家有关的视觉符号与家有关的体验环节,在品酒私享区,佐餐是中国白酒最寻常的饮用方式;家宴,是国人最高规格的宽带,屋檐是华夏文化中“家”的符号;“族”,塑造独立,但与茅台有共同品牌DNA的SI系统,具有清晰识别度的“皇室蓝”+铜金色组合。

通过店铺设计刷新品牌形象,重塑消费者(尤其是年轻消费者)关系,保持与突显茅台“国酒形象”,进一步挣得消费者喜爱,继续领跑市场。

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.