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Luzhou Laojiao sells perfume, Luzhou Laojiao perfume crossover, too bad?

You have Luzhou Laojiao perfume? Yes, and your nose is not mistaken. Luzhou Laojiao cross border perfume launched overnight became a net red. How much is a bottle of Luzhou Laojiao perfume? How does it taste?

Netizens listen to the opening of the back hole, will they be checked for drunk driving? Will old mama's Lipstick be far away? Wait for a while, and some netizens ask, "is your perfume a Luzhou flavor or a Maotai flavor?" in the eyes of the industry, this perfume actually has its own fragrance of the Internet, showing the trend of the old liquor to attract more young consumers.

Luzhou Laojiao's stinty perfume has become a net red overnight.

After watching the LV, Chanel and other luxury industry giants sell sausages and milk powder across the border, Luzhou Laojiao (000568, SZ) launched perfume across the border and became a net red overnight. Netizens listen to the opening of the back hole. Is your perfume strong fragrance or Maotai flavor spray? Will you be checked for drunk driving and so on? For some time, even netizens think of the old mama's lipstick.

Not only netizens, but also many experts in the liquor industry expressed surprise at Luzhou Laojiao's perfume. But in the eyes of industry experts, if Luzhou Laojiao wants to cross the border to run perfume, it still has great challenge. It's more like Luzhou Laojiao's new attempt to use Internet thinking.

The Internet flavor brought by the product marketing makes Luzhou Laojiao jump out of the impression of the old brand liquor, which is about a young generation of consumers.

The new perfume suddenly became red.

"Daily economic news" reporter noted that the current Luzhou Laojiao perfume has been on its official website and Tmall official flagship store on-line, priced at 139 yuan / bottle, each bottle of 30ml, the bottle shows Luzhou Laojiao Limited by Share Ltd custom perfume.

Luzhou Laojiao, as a well-known liquor company, is concerned about whether perfume is related to wine. The combination of detailed introduction and online evaluation shows that Luzhou Laojiao perfume is mainly based on flower fragrance, and has little relationship with wine.

In fact, Luzhou Laojiao perfume is not appearing only recently. On the 9.9 Tmall global wine festival in September 2016, Luzhou Laojiao X smell library custom made Eau De Toilette has been unveiled. Now this stout perfume is called Luzhou Laojiao perfume version 2 by some netizens. As can be seen from Luzhou Laojiao official website and Jingdong's comment area, as early as August last year, there was a buyer's message consultation.

In recent days, Luzhou Laojiao perfume has suddenly aroused netizens' heated discussions on several big network social platforms, such as know, bean paste, Baidu post bar, Sina micro-blog and so on. Especially in February 6th, Luzhou Laojiao perfume once boarded Sina micro-blog hot search list. Netizens' comments were opened in a big hole. Is it Luzhou flavor or Maotai flavor? How much fragrant? Will they be drunk? Will they be drunk driving? You have the perfume smell of Luzhou Laojiao.

Even the official micro-blog of Luzhou Laojiao Group Co., Ltd. came out to make a sound: wake up and find out that the perfume of Luzhou Laojiao has become a bomb, and the owner of the cellar has searched micro-blog. All of us are saying that our perfume reporter has noticed that although Tmall's official flagship store shows shipment in February 26th, the bloggers have released the video of the evaluation. According to the video, this perfume has little to do with wine, but rather fragrant and fragrant. When it is dispersed, it can smell a touch of wine, but the aroma of wine is very low key. It seems that some people who are worried that they will be tested for drunk driving will be relieved.

In the column of suitable crowd for the details of the product, this perfume is suitable for everyone who is suitable for pure beauty. However, in terms of appearance, sense, attributes and so on, EDT may be more attractive to women.

The company's officials and micro enterprises are also making jokes

Analysis: to attract young consumers

According to Luzhou Laojiao electricity supplier WeChat public number, in August 2017, the smell of perfume has been on the line. In Luzhou Laojiao's semi annual report in 2017 and the three quarterly report, no perfume related content was found, which is very low-key. This also left doubts for whether Luzhou Laojiao has a plan to transact cosmetics.

In February 6th, the "daily economic news" reporter sent an interview letter to Luzhou Laojiao on issues such as perfume management, but as of press release, no reply was received.

Sun Yanyuan, a liquor expert, said in an interview with reporters that Luzhou Laojiao perfume should be a new attempt by the company to use Internet thinking and Internet marketing. It is intended to catch young consumer groups. But if Luzhou Laojiao wants to cross the perfume industry, the difficulty is still relatively large. It is necessary to see whether its raw materials and technology are scientific, whether it is feasible or not, otherwise it is only a conceptual hype, meaning little.

Reporters noted that the smell of perfume in Luzhou Laojiao public electricity line on the occasion, there are two ways of buying, one is to buy the whole name of the peach wine, a bottle of perfume, two is purchased separately, retail price of 139 yuan / bottle (30ml).

In Sun Yanyuan's view, perfume may also be a new attempt of Luzhou Laojiao marketing, which is to drink peach blossom wine and spray peach blossom perfume to create Luzhou Laojiao's own wine culture.