On September 2nd, around 5 pm, a Weibo in LU ZHOU LAO JIAO CO.,LTD attracted the attention of netizens. "I have always respected the ice cream, without ice or sugar, and added a little LU ZHOU LAO JIAO CO.,LTD. In this way, it became LU ZHOU LAO JIAO CO.,LTD X@ Zhong Xuegao's # Liquor Fragmented Ice Cream # ... "As you can see from the six pictures sent out, the ice cream is light yellow and looks very appetizing. On the white wrapping paper, the words "containing Luzhou-flavor liquor" are printed, and the ice cream is called "Fragments". At the same time, in addition to the words LU ZHOU LAO JIAO CO.,LTD printed on the wrapping paper, the words Zhong Xuegao were also added.
It is understood that Zhong Xuegao's full name is Zhong Xuegao Food (Shanghai) Co., Ltd., which was established in March 218. During the "Double Eleven" last year, the appearance of the new online ice cream "Zhong Xuegao" made it famous. According to the public reports of the media, at that time, in the cold weather, the company only sold the ice cream, and its daily sales exceeded 4 million, which became a famous marketing case in the ice cream industry.
However, in the eyes of netizens, they may not care about Zhong Xuegao's fame, but care about LU ZHOU LAO JIAO CO.,LTD's "cross-border". In netizens' messages, in addition to expressing their desire to "fragment", they want to "taste the taste of ice cream mixed with white wine", and some netizens left a message saying, "I am drunk when I see the name."
As early as 217, with the hit of to the sky kingdom, LU ZHOU LAO JIAO CO.,LTD launched the Guofeng fruit wine brand "Peach Blossom Drunk" for young urban women; In February 218, LU ZHOU LAO JIAO CO.,LTD perfume was popular in Weibo. This cross-border also led to an increase of 941% in the sales volume of Tmall's official flagship store and an increase of 187% in PV ... < P > Ouyang Qianli believes that since 214, with the advent of the new media era, enterprises represented by wine e-commerce companies have begun to make great strides in cross-border brand interaction with health care products, automobiles and other industries. "The most talked about at that time was that film and television IP entered the liquor industry, such as wine, peach blossom drunk and so on." From 216, LU ZHOU LAO JIAO CO.,LTD launched customized perfume, which triggered a cross-border tide of well-known wine companies. In addition, Jiang Xiaobai's cross-border Zhang Xiaohe, Wuliangye's cross-border Swarovski and Rui 'ao's cross-border Six Gods also appeared.
In addition, Luzhou Laojiao Tequ launched the food evaluation activities of the British list of Chinese food groups; Kweichow Moutai Maotai Liquor Marketing Co., Ltd. plans to launch the "National Square Dance Public Welfare Promotion Series"; Moutai prince Wine and Tmall launched "Maotai Coffee"; Jinshiyuan, Yanghe, Maotai, Wuliangye, etc. have settled in the medical and health industry; Even the recently popular "Maotai canvas shoes" ... Many wine companies have crossed the border to food, medical health, manufacturing and other industries, creating cross-border marketing screen-brushing cases that have exploded again and again and played new tricks.