What is the intention of Lao Baigan changing its advertising slogan after 10 years?

In 2018, Hengshui Laobaigan, which has always been low-key in the liquor market, made frequent moves. The net profit of the semi-annual report is expected to increase by 208%, which really surprised the industry. Hengshui Laobaigan also launched a new strategy. On September 29, Hengshui Laobaigan held a strategic press conference at the National Convention Center to announce the new highend strategy "Drink Laobaigan, don't get drunk", and replaced the slogan "Hengshui Laobaigan, drink manly" that has been used for ten years with the new "Drink Laobaigan, don't get drunk". The intention of a deep and large-scale development strategy based on the whole country to seize the new outlet of liquor is emerging.

At the same time, Hengshui Laobaigan has received frequent good news. First, many overseas media reported that Hengshui Laobaigan won the highest award in the World Spirits Competition, and then domestic news won the 2018 China Liquor Sensory Quality Award again. The extraordinary quality performance of Hengshui Laobai Gan has also made many people recall the history of winning the highest medal at the Panama World Expo a hundred years ago. The style of the historical famous wine seems to be heading for a new journey after years of tempering.

Carrying the lead of the Hebei wine army, the national layout realizes scale expansion

As a major province for the production and sales of liquor, Hebei occupies an important position in the Chinese liquor map. In recent years, Hebei liquor has achieved rapid development. The Hebei liquor brand represented by Hengshui Laobai Gan proposed the development goal of national layout as early as 2011. However, at the same time, other regional liquor companies are also gradually entering the Hebei market. Therefore, it has become a top priority for Hebei liquor to strengthen local well-known brands and participate in national competition.

Instead of flocking sheep everywhere, it is better to cultivate a leader. For a long time, Hengshui Laobai Gan, as a well-known liquor brand, has a large and stable audience group, has national recognition, and can also take on the important task of breaking out of Hebei. In April this year, Hengshui Laobaigan and Fenglian Liquor Industry strategically merged, and the top two among the representatives of Hebei liquor were all "under one commander", and they concentrated their efforts to build the "Laobaigan" brand. Under this strategy, both in terms of market segmentation and brand potential, they can combine strengths to achieve brand scale expansion.

At the same time. Four regional liquor companies under Fenglian Liquor Industry, including Shandong Qufu Kongfujia Liquor Brewing Co., Ltd., Chengde Qianlongzui Liquor Co., Ltd., Hunan Wuling Liquor Co., Ltd., and Anhui Wenniang Liquor Co., Ltd., were all acquired by Hengshui Laobaigan. As a result, Laobaigan's main sales areas have expanded to Hebei, Shandong, Anhui, Hunan and other places, and Laobaigan's national scale process has taken a solid step.

On September 29, Hengshui Laobaigan officially released the new high-end strategy of "Drinking Laobaigan will not make you drunk". Perhaps it should be seen as a leap from a local name card to a national brand after acquisition and integration.