Marketing analysis: Xi'an bowl-breaking wine becomes popular with monthly income of over 100,000 yuan

As the name suggests, breaking the bowl of wine means breaking the bowl after drinking. Drinking and breaking the bowl are the two most basic elements of this performance art. This article will analyze in detail from a marketing perspective why Xi'an Bowl-Breaking Wine has become so popular and what marketing techniques are worth learning behind it.

Xi'an's bowl-breaking wine has been popular since the beginning of the year, and it has been almost a year since then. At the peak of its popularity, it was said that people would queue for two hours and break the bowl for five seconds.

Today, I will dissect it from the perspective of marketing, and mainly give you the following two value points:

• What are the deep-seated reasons for the popularity of this phenomenal tourism product, which has attracted men and women crazy?
• Are they replicable and what marketing techniques can be learned?

Let’s start analyzing this case from a marketing perspective.

Popular Science of Xi'an Bowl-breaking Wine

As the name suggests, breaking the bowl of wine means breaking the bowl after drinking. Drinking and breaking the bowl are the two most basic elements of this performance art.

If we add a layer of cultural sugar coating to it, the situations in ancient times when such scenes appeared were generally rather tragic, often implying the spirit of risking one's life and facing death with equanimity. The most typical examples are the farewell wine of the death squads and the beheading wine of the death row prisoners. Specifically in Xi'an, some people say it is an auspicious way for a county in Shaanxi to entertain guests, while others say it is funeral wine in a certain ceremony after the death of a person.

In general, the positive factor of heroism has existed since ancient times.

As for the current Internet celebrity style, my definition of it is performance art. The core is fun. As for how to have fun, some people think it is very relaxing and stress-relieving; some think it is auspicious, drinking one cup will bring wealth, and drinking six cups will bring good luck; some think it is very generous and pretentious...

The Xi'an Breaking Bowl Wine we see now is a modern tourism product developed based on traditional cultural symbols.

Why is it so popular?

With the background music of "Song of Xi'an People", Xi'an Bowl-Smashing Wine has successfully invaded the minds of young girls and boys, old and young, both inside and outside the Great Wall from north to south of the Yangtze River.

Why?

1. Xi’an’s cultural heritage

Xi'an is located in the central part of the Guanzhong Plain, bordering the Wei River to the north and the Qinling Mountains to the south. Historically, 13 dynasties established their capitals here, namely the Western Zhou Dynasty, Qin Dynasty, Western Han Dynasty, Xinmang Dynasty, Eastern Han Dynasty, Western Jin Dynasty, Former Zhao Dynasty, Former Qin Dynasty, Later Qin Dynasty, Western Wei Dynasty, Northern Zhou Dynasty, Sui Dynasty and Tang Dynasty. It is the region with the richest historical relics in the country. It is no exaggeration to say that local villagers may find treasures by digging half a meter in their backyard with a hammer.

There are a large number of national cultural relics protection sites, including the Qin Shihuang Terracotta Warriors and Horses Museum, Big Wild Goose Pagoda, Ming City Wall, Huaqing Hot Spring, Tang Paradise, Shaanxi History Museum, etc. The number of cultural relics is among the best from any perspective. But Xi'an is a place with stories. The most popular spot for breaking bowls of wine is in the Yongxingfang Street District, which was once the residence of Wei Zheng, a famous official of the Tang Dynasty.

Whether from the perspective of product creation or traffic , breaking bowls of wine is not unique to Xi'an. The blessing of the ancient city of Xi'an itself is crucial. In a tourist city with a profound cultural heritage, if breaking bowls of wine is not popular, there will be other projects that will become popular on the Internet.

2. Wine culture

How to relieve worries? Only Du Kang can relieve worries. As the saying goes, eating and drinking, the symbol of wine is known to everyone, and the common denominator is large enough. It is as deeply rooted in life as eating, but it has a different " cool " impression. Thousands of years have passed, and this old guy, wine, is still among the fashion circle along with cultural symbols such as smoking, tattoos, and perming.

In addition to the top ten famous Chinese liquors, namely Moutai, Wuliangye, Jiannanchun, Luzhou Laojiao Special Liquor, Xifeng Liquor, Fenjiu, Gujing Gongjiu, Dongjiu, Yanghe Daqu and Langjiu, there are also countless rice wines, fruit wines and medicinal wines. It may be a consensus that domestic products are the best in the world, but few people know that the best wines in the world are also here. Compared with ours, foreign wines are just children's play. Don’t be fooled by the dreamy and fancy commercials of various wines. They are just for show. Products of the same category can compete with each other, but they cannot be compared with the real good stuff.

A bowl of bowl-breaking wine costs 5 yuan. It is a local rice wine with a low alcohol content, which gives tourists ample space to perform. They can drink 10 bowls in one breath without stuttering.

3. Three-dimensional consumption scenarios + interactive participatory consumption

The ancient city, Yongxingfang, the open air, the stacked broken bowls, the jars of wine, the tourists queuing up, the day and night, the exaggerated bowl-breaking movements, and the consumers with different faces constitute a unique consumption scene, which is three-dimensional, vivid and unique in style.

In interactive consumption , whether it is during the queuing process or the moment of breaking the bowl to consume, the participants are both consumers and "props". You are looking at the scenery, and the people who are looking at the scenery are also looking at you. In addition to drinking and breaking bowls to show off, you can also ask people to take photos and record videos to show off. With material experience + multi-faceted spiritual satisfaction, even the smallest wrinkles of desire can be smoothed out by interactive consumption.

Brothers express their feelings, middle-aged drunkards prove themselves, graduation season waves goodbye to youth, lovers leave memories, soft girls discover another heroic self, and the heartbroken say goodbye to the past...

Provide the appropriate props and scenes and let them perform, so that consumers can satisfy themselves best.

4. The rise of short video platforms, led by TikTok

If the above three points are about content, then the channel is something that we have to mention on the road to becoming popular. In an era without the Internet , no matter how delicious the wine is, it is difficult to spread far and wide, and no matter how good the content is, it is useless without a strong channel. Douyin has played an indispensable role in the popularity of the bowl-breaking wine game.

With rich historical materials and 15-second video time, it can be shot at any time. The threshold for using the product is extremely low and there are many potential content producers. A video is worth a thousand words. If you write about breaking bowls of wine, it would be just that, but if you shoot it in a video it will be magnificent. In addition to those who go to the scene to break bowls, there are also a lot of people who follow the trend, for example: those who pretend to break bowls, those who practice breaking bowls... All kinds of content records can make even a simple scene become long-lasting.

In other words, the simple consumption action of breaking wine bowls has been further enriched in content with the help of channels. Douyin’s daily active users have exceeded 150 million, and the average daily usage time of users has reached 76 minutes. The official has even launched an anti-addiction system for this purpose, and the user base is huge.

In short, Tik Tok is a very good brainwashing platform.

Advantages

The possible points have already been revealed in the process of disassembling the project, and I will point them out to you here.

1. From the perspective of replicability, Xi'an's bowl-breaking wine is quite unique (strong cultural endorsement, consumption scenarios). Copying this project completely to other scenic spots may be awkward. Earning 100,000+ yuan a month from a bowl of wine for 5 yuan is probably just a dream.
2. Taking advantage of the sudden popularity, focusing on back-end development, registering "Breaking Bowl Wine", and carrying out branded operations , selling wine is replicable.
3. Interaction is the key to activating the spirituality of tourism products (offline projects) and is also the secret weapon for achieving consumption upgrades in the value delivery link.
4. For any offline project, you can try to spread it on the short video platform. What if it becomes a hit?

Above~