2Background项目背景In 2019, based on category insights, we identified “Celebration & Gifting” as a potential space to further drive growth of the brand.
Job to be done项目目标3-Get(Who)：Gift Buyers & Receivers in ST&C moments, who believes that alcoholic beverages help to enhance their ST&C moments.-To do (WHAT)：Choose 1664 instead of other wine & spirits as gift and share with all because it's a premium & tasteful choice for gathering.-By (HOW)：Launching the 1664 gifting, communicating that 1664 is the natural choice for gifting and personal gatherings, with relatively premium image that represents their great taste and lifestyle; also offering the attractive pack for their purchase. Ultimately increasing the mental and physical availability of 1664 for gifting occasion and ST&C moments.
4Target Audience目标群体-Male & female, aged 25-45, high disposable income levels-Wine & spirits user-1664's Fans
51664，it's a premium & tasteful choice for gathering.
6在中国，参加聚会所携带的礼物有个专有名词，In China, we have a special word for gifts bringing to parties: “伴手礼”叫伴手礼
72000年前，青年聚会文化没有兴起，聚会主要以家庭为单位，家庭聚会通常以重大节日为节点，频次低，因此每次聚会也格外隆重，准备的伴手礼以“贵重”为体面的标准Before 2000,youth party culture did not rise and people mainly got together on major festivals with family members in low frequency. Therefore,gatherings became more ceremonious and decent gifts that people present were of higher values.
贵就对了！Expensive is the principle!
9从1999年开始，中国大学进行大规模扩招。2003年开始，这些大学毕业生大多数选择留守一二线城市。他们选择自己租房独居或者与同伴分租，大批的大学毕业生除了推动租房市场外，也催生了青年“串门”文化。聚会从家庭为单位变成以个人为单位，且频次变高，伴手礼从“贵重”演变为“实用”：金莎巧克力、蓝罐曲奇、雀巢咖啡22% 21% 25%34% 36% 37% 40% 36% 34%56% 59% 59% 63% 62% 61% 57% 57%0%10%20%30%40%50%60%70%1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006全国（1990-2006）历年参加高考录取率Since 1999, Chinese universities have expanded enrollment on a large scale. Since 2003, most of these graduates have stayed in first-tier and second-tier cities. They choose to live alone or live with a partner to split the rent. In addition to driving the rental market, a large number of graduates have also fostered a culture of youth drop-ins. The gatherings with family members turn to ones by individuals, and the frequency increases. The gifts turn to practical ones from expensive ones, including TresorDore Chocolate, Kjeldsens Cookies and NescafeThe Acceptance Rate of Natioal College Entrance Examination （1990-2006）
10实 用 至 上Practical is the principle
11而这两三年来，随着消费升级，及大量KOL、网红鼓励的“精致生活”，青年聚会频次更高、范围更大，从彼此家中扩展到去精致民宿的home party，伴手礼也从“实用”转为“品味”：鲜花、水果礼盒、网红香槟酒、网红起泡酒In the past two or three years, with the upgrading of consumption and the “exquisite ...
