Industry insiders once commented: 2021 is the "first year of fruit wine" in the true sense. This year, new wines represented by fruit wine have risen rapidly. They have not only become a new force in the consumer market, but also a new darling of the capital market. According to complete statistics, at least 15 brands have received financing in the first two months... The birth and explosion of new categories must satisfy a certain new consumer group, and the same is true for fruit wines: especially as young consumers born in the 1990s gradually become the dominant force in this society, their consumer preferences also deeply affect the category. Rise and iteration. And behind the booming fruit wine market, its main consumers are concentrated in young consumer groups, especially female consumer groups. "A more delicious entrance experience, a more drunk alcohol content, a more exquisite appearance..." The superposition of these factors has made fruit wine a harvester for many young, male and female consumers, plus Douyin and Xiaohongshu platforms Various scenes of beautiful planting grass, this track quickly "heated up". In addition to the "capital fever", judging from the relevant sales data released by major platforms since 2020, fruit wine also clearly shows a "consumption fever": From the Tmall 618 wine report, it has been shown that fruit wine sales have increased by 120% year-on-year. The "Double 11" battle report of JD.com shows that only from November 1 to November 3, the sales of trendy drinks represented by fruit wine increased by 11 times; in addition, the "Double 11" liquor data of JD Supermarket also showed that in The sales of fruit wine on Double 11 also increased nearly 40 times year-on-year. This is also fully reflected in the changes in CBNData's consumption big data: in 2020, the consumption growth rate of online wine 90/95 after 90/95, the growth rate of fruit wine and blended wine/liquor category ranks second in the wine industry, second only to domestic liquor. Of course, while affirming the high growth of fruit wine category, we also mainly face some of the problems facing its current development: the most typical is the homogeneity of quality brought about by light asset processing. At the same time, the current excitement is mainly concentrated online and sales The ceiling is obvious. At the same time, more and more capital is starting to join the track. Under the situation of poor offline expansion of the entire category, various online brands are struggling in the red sea of ​​homogenization of concepts, traffic, and advertising, and competition is gradually intensifying. . It is against this background that we have discovered 17 light-years away. This brand name is not a "fruit wine" brand. It has not only blazed a new path in quality control and marketing, but also has the courage to Boldly innovate, self-breakthrough, and constantly seek for variables in new fields, becoming one of the few "broken circle" representatives in the fruit wine circle. In the view of Jiu Shuo, only differentiation and innovation can break out of internal scrolling; and only by jumping out of internal scrolling, can there be the possibility of becoming bigger. The establishment of the 17-light-year brand is a role of a "re-maker". The traditional fruit wine is redone again, and only then has the high-cost investment in quality, raw material control, taste experimentation, technical sterilization, and so on. Based on the basis of "rework" at the quality level, good products must be expressed at a higher latitude in order to escape the vortex of price wars and allow consumers to fully feel the difference. In the just past Double Eleven, the sales volume of e-commerce in 17 light-years exceeded 10 million yuan, ranking first in the sales list of JD fruit wine brands! Be able to win the championship among a large number of online fruit wines, the backing support is its differentiated selling point: For example, in terms of product design, its new limited edition pet bottle launched in October just won the IWSGC wine body and packaging design silver award. It adopts the original patented bottle shape of a Japanese designer. It not only has a perfect grip, but also has design ingenuity. At the same time, the bottle is attached. The original illustrations on the above give the overall packaging a sense of cuteness; In terms of consumption cultivation, Xiaohongshu, which is one step faster, "plants grass", and cooperates with the head anchor to produce live broadcast; in terms of brand exposure, the top-notch variety show of "Aspirational Life 5" is implanted, and Douyin's self-produced short drama Exclusive launch; in terms of channels, vigorously distribute goods in supermarkets, CVS, catering stores, etc., while sponsoring cross-border beverages, holding a large number of tasting sessions, and promoting tastings in market activities... Judging from the current overall development momentum of fruit wine, it is clear that the world is uncertain, and each brand has the opportunity to grow into a leader in the category. Paying attention to 17 light-years is actually affirming the promotion of innovation power to the development of the entire industry. In this sense, the industry value of "Icebreaker" 17 light-years lies not only in actively accepting and embracing the new track, and realizing the continuous advancement of brand marketing gameplay; it also lies in strengthening the quality and breaking the brand circle, and further in the whole wine In the growth process of the category, we can achieve positive guidance and promote the "good currency to drive out the bad currency". Only in this way can the entire category continue to develop in a healthy and stable manner and have a future!
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