酱酒市场未来发展 三大趋势
/01 品牌竞争期：由品类扩张期，逐步转向品牌竞争期。
/02 两极分化：规模化大品牌占据大机会，多数局部性，小品牌分割小机会。
/03 资本向酱香白酒集中：大量资金开始进入，将加速酱酒产业并购和重组。
Three major trends in the development of the Jiang-flavour Chinese spirits market in the future
/01 Brand competition phase: Gradual transformation from the category expansion phase to the brand competition phase.
/02 Polarization: Polarization with large-scale brands taking big opportunities and most localized small brands sharing small opportunities among them.
/03 Capital attracted to Jiang-flavour Chinese spirits: Liquor investment is concentrated on Jiang-flavour Chinese spirits, and the flush of funds would accelerate the M&A and restructuring of the Jiang-flavour Chinese spirits industry.
划时代的大单品
习酒·窖藏1988
作为习酒历史上最重要的产品之一：习酒窖藏1988系列推出市场，就是一款带着情怀的产品。为纪念1988那个辉煌的时代，产品一旦做出情怀来，这个品牌便开始有了专属色彩。所有的品牌与产品，视觉符号化一直都是包装设计要达到的目标。对于火热的酱酒而言，更是如此。如何让消费者更快记住品牌并形成强烈的视觉记忆是至为关键的。习酒·窖藏 1988 系列，在设计上延续了其专属的瓶型与主色调，通过中部的标志材质进行再创作以一块青玉，印证了其品系高端价值。
Epoch-making items
Xijiu · Cellar 1988
As one of the most important products in the history of Xijiu, the Xijiu Cellar 1988 series has been a product with feelings from the moment it was launched. To commemorate the glorious era of 1988, the product takes on an exclusivity once it has been imbued with feelings. Visual symbolization has always been the goal of packaging design for all brands and products. This is especially true for popular Jiang-flavour Chinese spirits. It is crucial to have consumers remember the brand right away and form a strong visual memory. The Xijiu Cellar 1988 series continues its exclusive bottle shape and dominant tone in design, recreates through the signature material in the middle, and testifies to the high-end value of the series with a piece of sapphire.
好故事人人都爱听
王祖烧坊·传承1887
王祖烧坊瓶身设计以茅型瓶为基础，瓶脖处绑带，印证茅台镇核心产区，以现代的设计手法契合茅台镇酱香酒是文化。通过撕拉的瓶贴设计，撕开如卷轴搬展开，展现“王祖烧坊“一路艰辛的创承发展历程与星火相传的脉路。
Good stories are appreciated by everyone
Wangzu Shaofang · Inheritance 1887
The bottle of Wangzu Shaofang is designed based on the signature shape of Maotai, with a strap around the neck to indicate that it is sourced from the core production area of Maotai Town, highlighting an agreement between modern design techniques and Maotai Town's Jiang-flavour Chinese spirits culture. It is designed with a tear-off bottle sticker that unfolds like a scroll when torn open to demonstrate the arduous creation and development process of Wangzu Shaofang and its inheritance from one generation to the next.
时间是最好的酿酒师
未觉酱酒
好的酱酒需要时间造，时间是最好的酿酒师，时间造就美好未觉。酱洒是最遵循自然时节酿造的酒，工艺考究复杂，基酒生产周期长达一年，二次投料、九次蒸馏、七次取酒历经春夏秋冬一年......走过一圈圈年轮，经过甘一四种节气的变幻，杯中的美好未觉便如此酿造而出。
Time is the best liquor maker
Weijue Jiangjiu
Good Jiang-flavour Chinese spirits need time. Time is the best liquor maker that creates top flavour. Jiang-flavour Chinese spirits are made by following the natural seasonal order the most. The good taste in the glass is produced after a particular and complex process that includes a year for making the base liquor, two feed intakes, nine distillations, and seven extractions over the years with the shift of the 24 solar terms.
在酱酒新世界自成一派
玖玖荟萃·酱酒精英
以赤水河为中心描绘酿酒场景，玖玖意为浅色玉石: 荟萃意聚集，后喻优秀的人物或精美的东西会集。何为酱酒精英？玖玖荟萃不仅是做酒卖酒，而是为精英圈层搭建一个事业/生活的生态集合体。玖年成一酿只为新时代的年轻高净值精英人群酿造，打破边界，以黑晶玉石为创意原点，结合洋酒格调，带来新式酱酒的绅士风格。
A school of one's own in the new world of Jiang-flavour Chinese spirits
Jiujiu Huicui · An Elite in Jiang-flavour Chinese Spirits
A liquor making scene is depicted with the Chishui River as the center, with "Jiujiu" meaning light-colored jade, and "Huicui" meaning gathering, and later a gathering of outstanding figures or exquisite things. What is an elite in Jiang-flavour Chinese spirits? Jiujiu Huicui is not only a liquor made for sale, but also about building an ecological aggregate for the career / life of the elite circle. A liquor that takes nine years to make is exclusively for young high-net-worth elites in the new era, featuring the breaking of boundaries, black onyx as the creative origin, and the incorporation of the style of imported liquor to bring out the gentlemanly style of new Jiang-flavour Chinese spirits.
熟人聚 喝悠山
悠山酱酒
悠山酱酒致力于打造中国熟人社交首选的酱酒品牌，以独特的设计视角精心打磨，给身边好友做一款酒，同时传承百年的酒文化品牌,走向世界。采用“指纹”“行礼”“山水”“雅士”“神兽”等元素，凸显以“仁智礼信义”为内核的“君子格调”熟人酱酒社交。
Youshan Jiangjiu
for friends gatherings
Youshan Jiangjiu is committed to creating a brand of Jiang-flavour Chinese spirits that is the preferred choice for socializing with friends in China, featuring meticulous designs from unique perspectives to create a liquor for close friends while inheriting a century-old liquor culture brand that is going global. Elements such as "fingerprint", "salute", "mountains and waters", "refined scholar", and "mythical creature" are adopted to accentuate socializing with friends with Jiang-flavour Chinese spirits in the "gentlemanly style" centered on "benevolence, wisdom, etiquette, trustworthiness, and righteousness".
新中式美学演绎大国酱香
国台·君至青印
甲古文创意倾心铸造，通过崭新的设计角度，赋予产品更浓郁的物质精袖与文化底蕴。从色彩、瓶型、器型 ....出发融入饱含情怀的文化理念用跳脱传统印象的产品设计，重新诠释品牌的文化个性与美学气韵,延续国台 “大国酱香·国台领航” 的品牌基调。
Interpreting the Jiang-flavour Chinese Spirits of A Great Country with New Chinese Aesthetics
Guotai · Junzhi Qingyin
OCD has painstakingly designed the product from new perspectives to endow it with a richer material spirit and more profound cultural connotations. Product design incorporating cultural concepts laid thick with feelings from color, bottle shape, container shape, etc. and featuring a breakaway from traditional impressions is adopted to reinterpret the brand's cultural personality and aesthetic charm, extending the brand keynote of "Guotai epitomizing the Jiang-flavour Chinese Spirits of a great country".
7 秒色彩论
钓鱼台
钓鱼台喜顺和是针对内部品饮用佳酿，因此在视觉表达相对的内敛，仅通过色彩作为品牌识别代表。色彩，从消费者记忆认知层面来看，色彩比符号更容易被感知。用高亮度的明黄一眼来表达其特殊的价值感也是品牌的代表色之一;御用之色配合乾隆御笔，作为身份象征，加入水波纹瓶身修饰，大气敦实。
7-second color theory
Diaoyutai
Diaoyutai Xishunhe is intended to be an in-house fine liquor, so it is more reserved in visual expression in that only color is used as a brand identifier. From the perspectives of the memory and cognition of consumers, color is more perceivable than symbols. Eye-catching high brightness yellow conveying the unique value of the product is also a signature color of the brand. A combination of the royal color with the imperial handwriting of Emperor Qianlong as a symbol of identity coupled with the water wave pattern-decorated bottle body exude elegance and solidity.
极简创造区别质感提升品格
酷客金樽
区隔于传统白酒企业的文化层面竞争，做新时代酷客以颜色导向阐述了酷客人生的四重境界。以朴素至简、 轻松大气的视觉风格传达酷客金樽，极致材质包装工艺和千锤百炼出酒之真味。
Create Different Textures with Minimalist Design To Elevate the Character
Kuke Jinzun
Instead of competing on a cultural level like traditional liquor enterprises, the packaging promotes the idea of becoming cool people in the new era and expounds on the four states of life of cool people with color orientations. A simple, minimalist, relaxing and elegant visual style is created to convey the ultimate material packaging process and well-seasoned true liquor aroma of Kuke Jinzun.
贴近时代的审美
岳阳楼酒
岳阳楼是跨越千年的历史文化超级 P，具有其他新品牌无可比拟的先天禀赋，深度挖掘岳阳楼酒品牌文化母体。为此次岳阳楼酒打造全新包装呈现，借势岳阳楼的世界IP 届性，依托背后所拥有的文化价值赋能品牌发展，实现商业价值再造!
Close to the aesthetic tastes of the times
Yueyang Tower Liquor
Yueyang Tower is a super historical and cultural IP with a history of thousands of years, giving the brand unparalleled innate endowments compared to other new brands, which is an in-depth dig of the cultural parent of the brand of Yueyang Tower Liquor. The new packaging designed for Yueyang Tower Liquor this time empowers the development of the brand and realizes the recreation of commercial value by taking advantage of the nature of Yueyang Tower as a global IP and by relying on the cultural value behind it.
赋予文化为品牌背书
鹏年酱酒
打造深圳城市形象酱酒品牌以敢梦敢想，为品牌主张致敬拼搏奋斗在深圳的梦想精英。以诚意臻选的品牌态度为深圳人臻选高品质高标准的轻奢美酒！鹏年酱酒以现代时尚的先锋形象，打破中国传统酱酒的包装风格，并首次融合城市主题，以极致简约的设计彰显深圳改革开放、创新有为的城市精神!
Cultural connotations are given to endorse the brand
Pengnian Jiangjiu
To create a Jiang-flavour Chinese spirits brand representing the city image of Shenzhen, and pay tribute to the elite dreamers who are working hard there with the brand slogan of "dare to think and dream". To select high-quality and high standard light luxury liquor to people in Shenzhen with a sincere and fastidious brand attitude. Pengnian Jiangjiu features a breakaway from the packaging style of traditional Jiang-flavour Chinese spirits with a modern and stylish avant-garde image, and the integration of urban themes for the first time, highlighting the urban spirit of Shenzhen characterized by reform and opening-up, innovation and prospects with minimalist designs.
结语
未来的酱香白酒的竞争，更多的是体现品牌之上的价值感，产品背后更多的是需要美学的赋能，创意支持。让更多的人们接触酱酒之美，体会美酒之魂。未来甲古文创意也会以设计驱动商业创新，为酱酒、白酒市场带来更多新的飞跃。
END
Future competition among Jiang-flavour Chinese spirits brands will lie more in the sense of value carried by the brand, and products would demand more aesthetic empowerment and creative support. In order to have more people appreciate the aesthetic quality of Jiang-flavour Chinese spirits and experience the soul of good liquor, OCD will also conduct design-driven business innovation to bring more new leaps to the markets of Jiang-flavour Chinese spirits and liquor in the future.
