The layout of key markets of Lidu, the national treasure, fully complies with the development plan set by Wu Xiangdong, the Chairmen of Board, for the future of Lidu. For this brand, Chairman Wu Xiangdong said that the most important reason for the national treasure Lidu to achieve good results is its perseverance in "doing points instead of face."

There was a time when Lidu did not achieve what has been achieved by this national treasure today. As a result, instead of making a profit, some money was lost. After Tang Xiangyang came to Lidu, he gave up the traditional channels and mainly worked on “points”. Lidu Liquor will continue to do the “point” work in the coming ten years to cover every county and every district in Jiangxi, and distribute these points to places of all the qualified dealers nationwide.

The "point" mentioned by Chairman Wu Xiangdong is the "immersive experience" that he highly praised, which was intensively cultivated by Tang Xiangyang, General Manager of Lidu Liquor, over five years.

Cores of immersive experience: play well four cards

1. Development of "immersive experience" needs to play well a "political and commercial card"

What kind of a place can quickly build a cheerful "scene and atmosphere of consumption" and fast create consumption opportunities?

As one of the sixth batch of national relic protection units of China, and one of the merely five liquor brewing sites nationwide, Lidu Liquor believes that the tourism experience is the first choice in the waves of Internet thinking and “experience marketing” through in-depth investigation against the background that the state lays emphasis on the development of tourism and culture industries.

For this reason, Lidu Liquor seized the national strategy of building the pioneer demonstration zone of ecological civilization in Jiangxi and won RMB 13.16 million of special funds for cultural protection and tourism development of state level and Jiangxi provincial level in two years and the investment of more than RMB 10 million from Jindong Group, which were used for “living protection” reconstruction of the ancient brewing cellar of Yuan dynasty and building of a temple-like science museum of white sprit and a temple-like longevity palace for Jiangxi merchants. A “featured winery” taking the origin of Chinese white sprit as the cultural core and centered on immersive experience of consumers is taking shape and constantly upgrading and developing.

2. "Immersive experience" needs to play well an "emotional card" with customers

After in-depth investigation, Lidu Liquor decided to select the first batch of fellow villagers out of Nanchang and Jinxian commercial districts who have deep affections for Lidu Liquor, reminiscent and feel like collecting aged liquor to visit the distillery as a breakthrough. As a local famous liquor brand rooted in Jiangxi, this “consumer experience marketing” in a way of “opening door to welcome guests” allows Lidu liquor to be drunk into not only the mouths of “cousins”, but also their hearts. The winery tourism has achieved cross-border effect, and the immersive experience is undoubtedly the best word-of-mouth marketing, which plays “ripple effect” like “one stone provokes thousands of waves” and breaks through the channel control of strong brands in Jiangxi Province.

3. Products of "immersive experience" need to play well an "interactive card"

Instead of “quitting while getting benefits”, Lidu Liquor has been expanding the immersive experience effect and constantly creating “marketing events”. Lidu Liquor has successively launched brewing related "Performances of Brewing Skills", "Self-mixing of Liquor", "Competition of Liquor King", "A Bottle of Customized Liquor", "Eggs with Vinasse", Popsicles with Vinasse", "Peanuts with Vinasse ", "Green All-liquor Banquet" and other cultural experience programs centered on the origin of white spirit to promote the immersive experience to develop towards in-depth, vivid and diversified direction.

The number of “cousins” and tourists from all over the country who came for visit, tourism, experience, and participation in jar sealing of the national treasure Lidu exceeded 30,000 just in last year plus the first quarter of the this year. The cultural effect of the national treasure Lidu brand has gradually been transformed to an economic effect through the immersive experience.

4. Publicity of “immersive experience” needs to play well a “three-dimensional card”

Spend small money of publicity to do the great job of popularization. The actual situation of the national treasure Lidu decides that it could not implement the “sea, land and air” tactics for advertising. For this reason, Tang Xiangyang requires everyone of the national treasure Lidu to be a producer of We Media.

In 2015, official WeChat of Lidu Liquor published original news centered on the planning activities for the interaction between Lidu and consumers almost on a daily basis. According to preliminary statistics, more than 320 pieces of original news were published in 2015, and a total of 60 WeChat (voting) interactive events were held with consumers. In other words, at least there was a WeChat event interacting with consumers in every week.

In 2016 and 2017, WeChat release frequency and event planning increased by almost 50%, and the number of fans doubled, almost all active fans.

This year, the immersive experience event was upgraded to the “Festival of National Treasure Fans” and the immersive experience of Zhiweixuan, which is going nationwide. New media and industry media have played a role in intensifying the three-dimensional publicity effect of the immersive experience. “Yunjiu Headline” and “Micro-liquor” report every immersive experience innovation activity of the national treasure Lidu. The reading quantity of several immersive experience of the national treasure Lidu on WeChat broke more than 100,000.

Preciseness is Vigorously Stressed in Key Markets of Immersive Experience

Most of the “unconscious” companies are culturally unconfident. Taking the Jinxian market, the base market of the national treasure Lidu, as an example, it has been squeezed out of the top 3 markets for a long time. The sales of Jiangxi competing products earned tens of millions each year, truly awkward.

After the immersive experience touched Jinxian merchants and gradually had the core consumer group, Tang Xiangyang immediately launched precise marketing in the base market according to market strategies of the group, implemented the interactive “National Treasure Tour” on weekends, “Jar Sealing for the Number One Scholar” to capture the market of graduation dinners for students in Jinxian and stepped in and occupied the wedding market in Jinxian; the joint sponsorship and undertaking with relevant departments in Jinxian of sports activities such as table tennis, basketball, and badminton competitions and entertainment activities like the universal king of singing competition allowed the national treasure to really go into the hearts of consumers, and gradually take their minds.

In just three years, precise marketing has enabled the national treasure Lidu to jump to the first brand of liquor in Jinxian and retreat powerful competing products there.

“‘Immersive” is a devastating war, “group buying” is a sports war, and “precise” is a decisive battle.”, said by Tang Xiangyang.

Academic Value of Immersive Experience: Won in Competition of Business Management Cases for Several Times

“Consumer Experience Marketing of National Treasure Lidu” won the first in China Management Case Competition co-hosted by China National MBA Education Supervisory Committee, China Management Case-sharing Center, China Management Case Center Alliance, and Management Case Research Specialized Committee of Chinese Academy of Management time and again.

The China Management Case Competition has been held for five consecutive sessions, aimed to highly simulate real commercial battles through the analysis and discussion of social and economic hot cases so as to improve comprehensive analysis and decision-making abilities of MBA students, and cultivate China's future business management talents of master level. Different colleges and universities jointly or separately focused on the liquor company of the national treasure Lidu as a typical case for four consecutive years, which is rare in the Chinese liquor industry.

Tang Xiangyang, the enterprise creator and practitioner in the case, said that immersive experience marketing is an important part of the group's precise marketing. The success of marketing model of the national treasure Lidu lies in the support of the group’s core culture, an in-depth understanding of the “point” strategy” advocated by Chairman Wu Xiangdong, i.e. “eat simple food, lead a thrifty life, play a cultural card and go on the road of differentiation”.

Market Value of Immersive Experience: Rate of Increase in Profit and Tax Ranks High in Group and Jiangxi Province

Since 2014, “Zuimei Winery” of Lidu Liquor has received nearly 200,000 tourists from Jiangxi and other provinces.

Lidu Liquor constantly enlarges the “immersive experience effect” and continuously makes “marketing events”, including the major activities with effect on the liquor industry in the first half and the second half of every year, activities with effect on Jiangxi Province every quarter, and monthly and weekly market planning and covering sports marketing, charity, public welfare, etc., which are praised by General Gan Xiaohua, Qin Hanzhang, a liquor authority, Ji Keliang, godfather of Maotai, and Yuan Longping, father of world rice. The building of a national industrial tourist attraction of 3A standard centered on "the resurrection of China's oldest cellar of Yuan dynasty" and the constant duplication of Zhiweixun brand stores targeted at “three cultures and seven experiences” allowed the national treasure Lidu to jump as a representative enterprise that leads Chinese liquor to enter “consumer paramountcy era and consumer welfare era” from the verge of collapse in just four years. The “China immersive consumer interaction experience” forged by Lidu Liquor has become a win-win model for the rapid development of regional liquor. The rate of increase in profit and tax of Lidu Liquor ranks high in Jindong Group and liquor industry of Jiangxi Province for consecutive three years.