Has Baijiu Marketing Really Shifted to a User‑Centric Model?

Baijiu brands are claiming a shift from "channel is king" to "user is king," yet most implementations remain superficial, merely swapping channel rebates for QR‑code coupons, membership points, or short‑video ads without altering the underlying business model.

The true user‑centric transformation requires moving from a self‑serving mindset ("I think you need this") to an empathetic one ("I understand why you need this"). Digital tools become the foundational infrastructure: full‑traceability (one‑bottle‑one‑code), data‑driven user profiling, and converting consumers into operable brand assets to expand value from single transactions to full lifecycle (LTV) value.

The author defines three inseparable layers of a genuine user‑centric model:

Thinking layer: shift perspective from product‑centered (what wine do we have, which channel sells it) to user‑centered (who is the user, what pain points exist, how can we satisfy them).

Value core: transition from transaction value to lifecycle value, addressing functional (drinking) and social (gift‑giving, identity) needs.

Organizational guarantee: break departmental silos; align R&D, production, supply chain, sales, after‑sales, and finance around the user, and replace channel‑volume KPIs with user‑satisfaction, repurchase rate, LTV, and NPS.

Four common pitfalls are identified:

Superficial "membership, points, QR‑code red packets" that only collect data without creating value.

Young‑consumer tactics that change packaging or launch small bottles without addressing core preferences (lower alcohol, convenience, lifestyle).

Digital efforts limited to online sales or live‑streaming, ignoring the strategic use of user data.

Channel‑centric actions that pit distributors against each other rather than turning them into user‑service partners (BC linkage).

To avoid these traps, the article proposes a strategic‑strategic‑tactical framework:

Strategic layer – three core goals

User assetization: turn consumers into brand assets with a unified, reachable user database.

Long‑term value: prioritize LTV over short‑term channel stockpiling.

Brand personification: evolve the brand from a cold logo to a relatable "friend" that resonates with user values.

Strategic layer – 4R (Reconstruct) strategy

Recognize (User identification): deep segmentation and persona building across scenarios, gifting, self‑drinking, age groups, and price tiers.

Response (Demand response): product and scenario innovation, e.g., high‑end scarcity and cultural experiences, low‑alcohol, small‑bottle, fashionable offerings for younger users.

Relationship (Relationship management): BC integration – empower channels to become user service providers and create tiered membership benefits (exclusive tastings, factory tours, private customization).

Reward (Value return): data‑driven precise incentives measured by CAC, LTV, repurchase rate, opening‑bottle rate, and NPS; examples include Luzhou Laojiao’s "opening‑bottle quota" that allocates resources to active consumers.

Tactical layer – three implementation paths

Digital chassis construction: build a Customer Data Platform (CDP) that aggregates online, offline, QR‑code, e‑commerce, and event data into a unified user ID; enable full‑traceability from production to consumption.

Experience‑driven marketing: develop offline brand experience centers and online content + private‑domain operations (Xiaohongshu, Douyin) to tell brand stories, engage KOCs, and foster community.

Organization and assessment reform: create a User Operations Center reporting directly to senior leadership, give it cross‑department coordination authority, and shift performance metrics from shipment volume to market share, user count, LTV, and NPS; sales teams are evaluated on activation, opening‑bottle, and new‑user acquisition rather than pure cash flow.

The conclusion stresses that superficial channel‑oriented tactics will lead to inventory buildup and stagnation, whereas firms that truly embed user‑centricity will secure a stable user base, strong brand premium, and resilience across market cycles.