In 2018, the group focused on the implementation of “1+1” strategy and Yitanhaojiu entered the first year of sales promotion, which satisfied consumers' new consumption pattern through diversified models, insisted on consumer work, stuck with market foundation work, and occupied the market with high quality. The growth of Yitanhaojiu’s marketing promotions grew by more than 10 times compared with last year.

Yitanhaojiu, the dark horse, truly had a stunning development.

The year 2017 witnessed debut and brand positioning of Yitanhaojiu. Its splendid presence could compare the word “hot”. From the five offline launch tours starred by supermodels nationwide, “World Pottery Contest”, “Liquors for Veterans”, to the mighty advertising in ten plus hot movies and television plays like Game of Hunting and Crossing the Ocean to See You, Yitanhaojiu quickly swept the liquor industry. It was the very year that Yitanhaojiu defined a clear brand positioning-determined to be a benchmark of “super quality and reasonable price” in the liquor industry, and locked the target consumer group of “people who drink often and understand liquors”.

The year 2018 was the first year for Yitanhaojiu to boost its sales. After the preliminary survey, the price was finally locked in the “super quality and reasonable price” range of RMB 200-300/bottle on February 9. Since then, it entered the road of market expansion “by leaps and bounds”.

However, Yitanhaojiu neither made customers overstocked nor assigned quotas to customers. Instead, we imposed strict requirements for the advancement of their foundation work. The “Double Hundred Battle” and “Three Ones” programs were both rooted in the consumer work and the fundamental market work. If customers fail to pass our inspection in the said work, they would be fined and criticized in lesser cases or inflicted with supply suspension or even termination of cooperation.

During each time inspection in the “Double Hundred Battle”, customers felt like they were skating on a thin ice and were afraid to fail and thus had to face supply suspension or rectification. The customers who failed in the “Three Ones” program were directly shifted to a special rectification group, and cannot come back to the big family before they meet standards after rectification. It was the rigorous inspection over the advancement of foundation work that caused the accelerated growth and outburst of Yitanhaojiu in the sales promotions. Not a few brand tobacco and alcohol branches tried to order just one or two products at first, but now they had more than a dozen of products unloaded each time, perfectly verifying the rapid rise curve of Yitanhaojiu.

In this regard, the staff of Yitanhaojiu Project Department felt the same in market work. From south to north, from east to west, from Jiangsu to Shandong, from south China to northeast China, the information conveyed by brand tobacco and alcohol stores and restaurants was the same despite the markets were varying, that is the terminal sales promotions in 2018 had a growth rate of 10 plus times compared with 2017.

Li Kun, General Manager of Tianchao Shangpin Liquor Industry Co., Ltd., a cooperative customer of Yitanhaojiu in Central China, said that his group-buying customers ordered one or two, four or five at most products during the Spring Festival of 2018. He thought that was for his personal sake; if these customers kept ordering one or two, four or five at most products during the Spring Festival of 2019, it must be owing to the liquor itself. However, what he did not expect was that during the peak season of the Spring Festival in 2019, his group-buying customers not only ordered with him, but each order was for a dozen or even dozens of products. Stunned at the remarkable sales expansion speed, he had an increasingly firm confidence in the market operation of Yitanhaojiu in the year 2019.

There are quite a lot of similar customers, to name some: Shandong Heze Weiyuan Trading Co., Ltd., Shantou Nanfeng Information Technology Co., Ltd., Nanjing Santong Liquor Industry Co., Ltd., Hubei Suizhou Runjiu Trading Co., Ltd., Hunan Zhuzhou Zeyi Trading Co., Ltd. Hunan Xiangxiang Brothers Trading Co., Ltd., Harbin Huatian Liquor Industry Co., Ltd...

Undoubtedly, the “brand drive” strategy is an additional guarantee for Yitanhaojiu to achieve continuous sales expansion. Yitanhaojiu never stinted in branding. Following the “storm spreading” over outdoor media like high-speed rails and expressways, Yitanhaojiu cooperated with Focus Media to enter elevator rooms of high-end communities in 117 large and medium-sized cities nationwide; the program The Wonderful Read sponsored by Yitanhaojiu occupied the top trending topics of the year and awarded the “Most Attractive Mobile Variety Program of 2018”.

Just as the ancient Chinese saying goes “Bitter cold adds keen fragrance to plum blossom. Every cloud has a silver lining.” Yitanhaojiu enjoyed a sales promotion growth of more than 10 times in various terminal outlets in 2018-the starting year of its marketing. Benefited from the special agreement between Wu Xiangdong, General Director of Yitanhaojiu and our cooperative customers, we continuously practice with the nine-word proverb of “to do with heart, to stay persistent, and not to overdo”.

It is expected that Yitanhaojiu will have greater wonders in the coming 2019!