Wine without etiquette, banquets without decorum: 789 has turned the bronze wine jue into bottle caps.
I. Wine Without Propriety: The Absence of "Propriety" in the Trillion-Yuan Baijiu Track
The scale of China's baijiu market exceeds one trillion yuan, but there has long been an obvious structural pain point in high-end banquet scenarios: wine is served without propriety, and banquets are held without etiquette.
In the mental positioning of the baijiu industry, Moutai occupies the "national" track, Wuliangye occupies the "world" track, and Guojiao occupies the "history" track, but the concept of "propriety" has remained vacant for three thousand years. It is not that no one has tried to occupy it, but that it cannot be held at all without a solid civilization foundation.
For a long time, the industry has been accustomed to focusing on production regions, craftsmanship and vintage, but rarely answers one question: when the host raises his glass to toast the most important guest, what does the wine speak for him? Modern people can afford expensive fine wine, but often cannot complete the "expression of respect" with a single bottle of wine. The deeper absence lies in the ritual vessels: China is a land of etiquette, and the most valued drinking gatherings for Chinese people are essentially "propriety gatherings", but the bronze wine jue, the core ritual vessel of the 3,000-year-old ritual civilization, mostly only exists in the display cabinets of museums.
Industry gaps are superimposed on policy dividends. General Secretary Xi Jinping proposed to "let the cultural relics collected in museums and the characters written in ancient books come alive". How to combine traditional culture with modern consumption has become a market opportunity with great potential.
II. From Museum to Dining Table: Using "Civilization IP" to Achieve Dimensionality Reduction Strike
In response to the above pain points, the solution provided by Shenzhen 789 Wine Industry Co., Ltd. is to move the bronze wine jue out of the display cabinet and return it to Chinese people's dining tables. Its core product is positioned as "789. Ritual and Order Culture Sauce-Flavor Baijiu".
Its product logic is not simply to stick cultural labels on the packaging, but to start from the ritual vessel itself. The wine jue is the materialized and visualized expression of "propriety". 789 is the first product in the country to reproduce the bronze wine jue into a "jue-shaped bottle cap" and realize mass production. The bottle cap of the wine bottle is designed into a jue-shaped structure, named "jue-shaped bottle cap". The action of consumers unscrewing the bottle cap and raising their glasses to show respect itself completes a ritual of propriety and order. More than 20 patents have been applied for this design.
In addition to the three-dimensional jue-shaped bottle cap, the flat logo of 789 is also a rare asset in the industry. It is a super symbol that "looks like a bronze jue from a distance, and looks like '789' up close", which was registered as early as 2017. The echo of flat and three-dimensional vision endows 789 with extremely strong brand recognition. Combined with the completely unified pricing of 789 yuan per bottle for "789" (consistent name and price), the cognition and communication cost of consumers is greatly reduced. 789 took the lead in proposing and creating a new category of "ritual and order culture sauce-flavor baijiu" in the industry, with "raising the jue with propriety, taking the seat with order" as the category interpretation.
The core commercial barrier of 789 lies in that it builds a "civilization IP" rather than a traditional "cultural IP". Most cultural IPs on the market (such as trendy toys and animations) need continuous operation to maintain popularity, and will cool down once the popularity fades; while the bronze wine jue, as a 3,000-year-old cultural matrix, does not need to be created from scratch, but only needs to be awakened. Civilization IP endows 789 with an extremely high commercial ceiling. Ordinary IPs realize monetization through authorization or popularity, while 789 holds more than 20 patents and exclusively owns the commercial development right of this super symbol. This kind of asset with 3,000 years of national memory has no life cycle. It can not only occupy a place in the high-end liquor market, but also cut into the cultural and creative industry of cultural relics and museums in a dimensionality reduction way, forming an increasingly thick and immeasurable brand compound interest.
III. Three Major Market Directions: Redefining the National Style Cultural and Creative and Gift Markets
In terms of business model, 789 takes liquor sales as its basic market, and at the same time deeply taps the huge increment of the gift market and the cultural and creative market for cultural relics and museums.
In the liquor market, the product targets high-end banquets, directly occupying the mental vacancy of "propriety". In the gift market, this product has extremely strong social attributes: what is given out is not only wine, but also the concrete expression of "you weigh heavily on my mind".
In the cultural and creative market for cultural relics and museums, 789 shows a dimensionality reduction advantage different from ordinary national style cultural and creative products. Most of the national style cultural and creative products on the market are essentially "OEM" or "co-branded" products, where culture and products are separated; while 789 is directly connected to the top-level cultural matrix of "bronze wine jue". The jue-shaped bottle cap itself is a miniature ritual vessel that can be displayed on the cabinet, and naturally has the pure genes of the cultural and museum circle. After the product is consumed, the jue-shaped bottle cap is often spontaneously collected and displayed on the cabinet by guests, forming secondary fission, with a target gross profit margin of more than 78%. At the channel end, it focuses on online communication at this stage, drives cognition through content, and then precipitates into private domains to complete conversion.
In terms of actual progress, the project has now achieved small-batch mass production. Data shows that the average monthly sales volume is about 10 cases, the cumulative sales exceed 200 cases, the customer unit price is in the range of 168-300 yuan per bottle, and the repurchase rate reaches 25%. The product has obtained more than 20 patents, and the brand narrative has completed copyright registration. At the supply chain end, Qiu Yang, chairman of Xiangkang Liquor Industry, the largest private liquor enterprise in Maotai Town, serves as the lifelong brand consultant to provide underlying guarantee for quality.
In terms of the team, founder Meng Xiangcheng is responsible for brand strategy and cultural definition. Chen Zhengguo, the proposed general manager (former regional general manager of Brain Platinum and former general manager of Xiangkang Liquor Industry), has confirmed his intention to join the job, and will be on board after this round of financing to make up for the capabilities of e-commerce, channels and private domain operation. In the early circle verification, He Ju, founder of Guangdong Angel Association, once introduced the product to its 221-person founding member group, and spontaneously refined the evaluation of "drink a cup of 789, and start a business more smoothly", forming an initial social fission in the investor circle.
IV. Financing Appeal: Seeking RMB 6 Million in Seed Round Funding
"What 789 sells is not wine, but emotion; what it spreads is not a brand, but civilization." With this core brand concept and solid commercial implementation, the project is currently seeking seed round financing, with a financing amount of RMB 6 million, releasing 10% of equity, and a post-investment valuation of RMB 60 million. The funds will be mainly used for brand breakthrough, core team building, product development and operation reserve.
In the future, with the establishment of online cognition and the precipitation of private domain users, 789 will further promote the layout of "civilization IP". The bronze wine jue does not need translation, and top museums all over the world recognize it. Taking wine as the global universal language and bringing Chinese civilization to the world is the long-term goal of this project. The 3,000-year-old wine jue has waited for the time it should wake up, and 789 is looking for peers who understand this direction.
[About 789]
789 is currently promoting a RMB 6 million seed round financing. If you are an investor focusing on the cultural consumption track, or are interested in "civilization IP" and "ritual and order culture sauce-flavor baijiu", you are welcome to communicate at any time.
Contact: Meng Xiangcheng (Founder)