NEWS
NEWS
Your location:
Homepage
/
/
/
How do traditional wine brands in society lay out new consumption scenes? Hennessy gives a new answer

How do traditional wine brands in society lay out new consumption scenes? Hennessy gives a new answer

  • Categories:Industry News
  • Author:
  • Origin:
  • Time of issue:2021-08-06
  • Views:0

(Summary description)On September 25, 2020, the world's first concept bar BLENDS by Hennessy (hereinafter referred to as BLENDS), the leading French cognac brand Hennessy, opened on the 18th of the Bund in Shanghai. From the “Rediscovering Chinese Taste” that brought Hennessy to the dining table in 2015 to the high-end alcohol brand education “Decoding Hennessy” immersive interactive experience exhibition, Hennessy has been optimizing its communication strategy based on the needs of the Chinese market and constantly penetrating its brand power.

How do traditional wine brands in society lay out new consumption scenes? Hennessy gives a new answer

(Summary description)On September 25, 2020, the world's first concept bar BLENDS by Hennessy (hereinafter referred to as BLENDS), the leading French cognac brand Hennessy, opened on the 18th of the Bund in Shanghai. From the “Rediscovering Chinese Taste” that brought Hennessy to the dining table in 2015 to the high-end alcohol brand education “Decoding Hennessy” immersive interactive experience exhibition, Hennessy has been optimizing its communication strategy based on the needs of the Chinese market and constantly penetrating its brand power.

  • Categories:Industry News
  • Author:
  • Origin:
  • Time of issue:2021-08-06
  • Views:0
Information

On September 25, 2020, the world's first concept bar BLENDS by Hennessy (hereinafter referred to as BLENDS), the leading French cognac brand Hennessy, opened on the 18th of the Bund in Shanghai. From the “Rediscovering Chinese Taste” that brought Hennessy to the dining table in 2015 to the high-end alcohol brand education “Decoding Hennessy” immersive interactive experience exhibition, Hennessy has been optimizing its communication strategy based on the needs of the Chinese market and constantly penetrating its brand power.

 

1

BLENDS by Hennessy 

 

Hennessy first arrived in Shanghai in 1859 to formally enter the Chinese market and has a history of more than 160 years. At present, the Chinese market has formed a cognac consumption atmosphere represented by Hennessy (especially in southern China). According to the "2020 Young People's Drink Consumption Insight Report" by the Business Data Center of China Business News, more and more young people are showing consumption upgrades and daily trends in the alcohol field. "High-end luxury, traditional old-fashioned" is the perception of traditional cognac brands in the minds of consumers. How to lower the brand's own threshold to interact with young consumers has become an opportunity and challenge for cognac brands.

 

1

CBN Business Data Center "2020 Youth Group Drinks Consumption Insight Report"

 

In addition, the traditional imported spirits industry channels are divided into ready-to-drink channels and non-ready-to-drink channels. The business model of the two makes it difficult for brands to obtain comprehensive consumer data. Expanding e-commerce channels helps brands to understand consumers to a certain extent. But there is always a lack of direct communication with consumers. As an experiential product, foreign wines urgently need to integrate online and offline experiences to meet the needs of more diverse consumers. As a brand new practice, BLENDS integrates multiple strategies such as product innovation, channel breakthrough attempts, and matrix social media communication to solve multiple dilemmas such as brand rejuvenation, new retail innovation, and business model breakthroughs.

 

 

Shaping the brand experience space with the philosophy of ``fusion''

Subvert consumer experience perception

 

As Hennessy's first brand experience space in the world, BLENDS is located on the Bund in Shanghai, a cultural landmark that encompasses all rivers and meets the world. BLENDS Bar breaks through the established rules of traditional bars in space, combines traditional and classic Cognac culture with innovative and modern special drink methods, tolerates the cultural elements of Hennessy's combination of Chinese and Western, and blends Renaissance classical and modern metals. It is for different local ages. Consumers with cultural background bring a different sensory experience and artistic and cultural atmosphere.

In the context of consumption upgrades and the trend of new retail, young Chinese consumers have developed a higher quality and deeper pursuit of consumption after their basic needs have been fully satisfied-they emphasize personalized and interactive consumer experience. BLENDS is Hennessy's first test of offline experience space. In addition to satisfying the expansion of sales channels, it also carries more brand content, provides an upgraded sensory experience, and meets the emotional needs of consumers.

 

1

BLENDS by Hennessy

 

Currently, Shanghai is only the first pilot station of BLENDS. In the future, there will be the possibility of BLENDS taking root in the world. Bringing diverse and integrated experiences to global consumers is also the long-term vision of BLENDS. In the future, BLENDS will also hold bartending workshops, cross-border collaborations, online live broadcasts and other activities to provide consumers with a one-stop integrated "physical digital Phy -gital experience" to create a new lifestyle that combines fine wine, music, art and even party gatherings.

The bar’s specialty cocktails are based on different cognacs produced by Hennessy. Each special flavor has a unique name, and each name represents the story of this cocktail. For example, "Rhapsody of the Americas" tells Hennessy’s arrival on the American continent in 1795. Witness the story of its growth and change with jazz. These stories link Hennessy Cognac's more than 250 years of world cruise, colliding the past and the future. Each cocktail also has an exclusive Pantone color number, which adds interest to the cocktail itself and allows consumers to perceive the brand culture and historical heritage.

 

1

Signature cocktail in BLENDS by Hennessy

More than 250 years of world cruise of Hennessy Cognac

 

 

Direct-to-Consumers

 

In recent years, the DTC (Direct-to-Consumer) brand, which features innovative products, grasps social media dividends, and breaks through traditional sales channels, has risen at home and abroad. The DTC business has also allowed traditional big brands to accelerate their digital retail strategy, link online digital management with offline stores, and establish close contact with consumers.

The BLENDS WeChat Mini Program also carries multi-faceted functions such as brand content presentation, store reservations, e-commerce channels and event party previews, providing consumers with a smooth and fast online digital experience, especially e-commerce free shipping and return and exchange services Increase the conversion rate and repeat purchase rate of consumers all the time. In addition to providing regular e-commerce services in the Mini Program, consumers also provide consumers with innovative services of "order online, BLENDS offline store pickup". In the logic of new retail, the most important thing is the two-way drainage between online and offline. Store self-pickup can promote online planned consumption of customers to offline stores to generate random business. For most brands that try DTC business, e-commerce is their main consumption channel, and the "shop-in-shop" model experience built by BLENDS makes it far surpassing competitors in the same industry. To

In addition, BLENDS also uses the brand WeChat official account, WeChat applet, WeChat video account, Dianping and other official platforms, as well as the dissemination of celebrities and KOLs to seize the topic heat, and accurately acquire target consumers. It is reported that the BLENDS applet gained nearly 800,000 online visitors and more than 1,000 offline users in just a few days during its opening. BLENDS encourages consumers to come offline through online multi-touch content, enriching their sensory experience with multi-faceted elements such as environmental atmosphere, wine list design, creative cocktails, etc., and interpreting the brand statement of "beyond what you enjoy".

As Hennessy's first concept bar in the world, BLENDS is the first innovative experience that Moët Hennessy combines digitalization with offline entities, breaking through the long-term dealer model of the foreign wine industry, and directly facing consumers through the bar operation model. The Phy-gital model of offline bars combined with online e-commerce platforms allows BLENDS to accumulate more consumer data and gain a deeper understanding of consumers. BLENDS’s DTC business attempts to make a qualitative change in the way consumers interact. BLENDS can obtain timely feedback from consumers through multiple online and offline touchpoints, and control the sales cycle, marketing plan and brand image of the business, which can both be in a short period of time. Adjust the marketing strategy in time and accumulate experience for long-term success.

 

 

Four platforms for immersive live broadcast layout

Appreciate the celebrity shop and fireworks show

 

In 2020, live broadcast will become one of the most concerned media forms in the brand marketing industry under the catalyst of the epidemic. However, it has become more and more difficult to touch consumers with the homogenized brand live broadcast content that blindly adopts "big voice provocative words". Brands need to establish their own unique live broadcast barriers to highlight brand characteristics.

This time, Hennessy BLENDS has made a new attempt on the road of brand live broadcast. Unlike most brands that only choose e-commerce platforms for sales conversion live broadcasts, BLENDS’s strategy is a multi-platform layout-the live broadcast on the opening day is selected in four The big platforms are the official WeChat Mini Program, Tencent Video, JD.com, and iQiyi at the same time to increase the brand's consumer base and user stickiness; in particular, BLENDS's live broadcast of the WeChat Mini Program has made breakthroughs in both form and content, and is more biased. Sharing in the private domain system shortens the interaction distance between the brand and consumers, and achieves the maximum effect in many aspects including sales conversion, consumer interaction and brand love.

 

1

BLENDS by Hennessy

 

On the opening day of September 25th, Hennessy brand ambassador Li Yuchun appeared at BLENDS to cut the ribbon for the opening event, and explored the store in the live broadcast to reveal the same special tune; from the "Rap New Generation" popular player Rapper AK Liu Zhang with BLENDS by Hennessy trainee tune As a sommelier, he participated in the live event, and many social celebrities and KOLs attended the opening party.

 

1

Hennessy brand ambassador Li Yuchun and LVMH Group Greater China President Wu Yue (second from left), Moët Hennessy Diageo China President Wu Pengkai (second from right), JD Advertising Department Sales and Operations General Manager Li Jie (first from right), Tencent Industry Sales Operations Group photo of General Manager Fan Yijin (first from left)

 

 

Li Yuchun shared his experience as a musician trying different styles of music and his inclusive attitude towards music, just like Hennessy's infinite possibilities of fusion with diverse music on Xinda Road; AK Liu Zhang sang the BLENDS special wine list and bar through the form of Rap Features, showing the fusion of cognac and music. This is in line with the brand concept of BLENDS, and it also conveys the emerging lifestyle of BLENDS "fusion". On the same day, to celebrate the 150th anniversary of the birth of Hennessy X.O, Chinese contemporary artist Cai Guoqiang staged a daytime firework show in Cognac, France. This firework event was also presented in the live broadcast session of the opening of BLENDS, adding luster to the opening of BLENDS. The total amount of live viewing data on the four major platforms reached 5.57 million, and the amount of interaction exceeded 2.9 million.

 

1

BLENDS by Hennessy

 

1

BLENDS by Hennessy

 

1

Chinese contemporary artist Cai Guoqiang staged a daytime firework show in Cognac, France

 

 

 

Leverage "multi-circle + multi-dimensional topics" to create social marketing

Promote social fission

 

"Out of the circle" is no stranger to many brands. For the current complex media environment, how to use social marketing to deepen consumer interaction and form a brand community culture has become a problem for many companies. In the previous consumer survey, Hennessy found that brand consumers are divided into two categories: one type has rich and mature wine tasting experience and a unique understanding of Hennessy products; the other type is hobby wine tasters. What the two types of communities have in common is that they both dare to try new things, they also have a good educational background and a broad vision, and they especially love to share wine tasting experiences. BLENDS uses bars as a carrier to attract consumers who are keen to try personalized wine tasting experience and love art and culture. For this reason, BLENDS opened a marketing strategy that combines offline events and online content dissemination with "community marketing" as the core.

 

1CBN Business Data Center "2020 Youth Group Drinks Consumption Insight Report"

 

On September 26, BLENDS and T Magazine China hosted a multi-sensory immersive dinner for "Cheers Night". Actors Tong Yao, Li Zefeng, Qu Chuxiao and other stars, supermodels, celebrities and KOL bloggers from different fields gathered on the Bund for BLENDS Opening cheers; BLENDS uses the "star + KOL + celebrity" crowd combination to gather fan effect through the influence of community leaders, vertically and effectively attract fans in the circle, and realize brand user conversion.

 

1

BLENDS by Hennessy and T Magazine China bring a multi-sensory immersive dinner party

 

Actors Tong Yao, Qu Chuxiao, singer Zhang Liangying and other stars attended the "Courage Night" multi-sensory immersive dinner

 

On the same day, various celebrities, supermodels, and celebrities also sang their voices for the opening celebration of BLENDS on Weibo with #T喝彩夜# as the topic. In order to further expand the influence of the BLENDS opening ceremony, BLENDS launched on Weibo #BLENDS by Hennessy#, #越所享#, #李宇春轩尼诗品牌大会# and #蔡国强 Tragical birth# four different topics, choices and topics Strong communication nodes such as @李宇春疯狂工作室, @意公子 who focuses on sharing in the art field, these community opinion leaders cover different content perspectives such as self-exploration, sensory experience, culture and art, urban experience, and entertainment, reaching Hennessy users Groups, celebrity fan audiences, art lovers, urban experience lovers and other broad consumer communities.

 

At present, there are more than 329 million views on social media on various topics, covering more than 83.9 million audiences, and more than 3.3 million social media interactions. BLENDS has a deep understanding of the core of social marketing in both online and offline stages of the opening communication-find out. Community opinion leaders, output the value of high-quality content, present online and offline experience activities to acquire users from different communities, create a community culture that BLENDS pursues exploration and integration, and at the same time enhance the self-identity of community users, let consumers spontaneously become BLENDS content Sharer.

 

 

Walk into the behind-the-scenes trader

Rod Yiyuan Public Relations

 

It is reported that the trader behind the opening event of BLENDS is Shanghai Luode Yiyuan Public Relations, a subsidiary of Luode Communication Group, a long-term partner of Hennessy. Rhodes Communications Group continues to break through traditional public relations services, and has assisted Moët Hennessy's multiple brands to broaden marketing boundaries for more than a decade, and conduct in-depth exploration and cooperation in brand promotion, digital upgrades, online and offline linkages, etc., to help Moët Hennessy practice Broaden brand consumption scenarios, carry out category education, digital transformation, and the layout of new retail touchpoints and other important brand strategies.

Offline experience has always been the core asset of Hennessy's brand, and it is also a key link for consumers to further understand the brand and form a closed loop of experience and shopping. BLENDS is the latest attempt by Rod Evans Public Relations and Hennessy in the new retail field. Provides a new fusion experience. This successful attempt also made the industry full of expectations for how Rod Communication Group and Moet Hennessy will communicate with consumers at zero distance in the future and penetrate into consumers' lives.

Scan the QR code to read on your phone

Relevant information

Feedback

留言应用名称:
客户留言
描述:
验证码

Contact 

Tel+86(756)8679161

Add:No. 8, Pingxi 10th Road, Nanping Science and Technology Industrial Park, Zhuhai

Email:skycrafts@163.com

er

Sweep and pay attention to us

More wonderful things are waiting for you!

Online customer service
Customer service hotline
+86(756)8679161 +86(756)8679161
Service time:
8:30 - 18:00
Customer service group:
在线客服

Copyright © 2021  ZHU HAI SKY TECHNOLOGY CO.,LTD