Towards the end of the year, how many people are looking forward to the "first snow"?In the past, ice and snow were daunting, but now this "cold" resource is continuing to release the "hot" effect.
On December 23, the opening ceremony of the 2023-2024 Ice and Snow Carnival of the Guojiao 1573 China Skiers Conference was held in Chongli Wanlong Resort Paradise, Hebei Province, known as the "Powder Snow Paradise", and a series of ice and snow activities such as interactive challenges and feasts were staged to start a new journey in the 2023-2024 snow season.
The intensive cultivation of the 2022-2023 snow season has laid a firm foundation for promoting the development of China's ice and snow industry. Wang Hongbo, executive deputy general manager of Luzhou Laojiao Co., Ltd., said in his speech at the opening ceremony, "After a year, when Guojiao 1573 meets the snow again, we will use a new form of activities, with the help of digital intelligence as a tool, to comprehensively innovate and enhance the brand and consumer experience, and upgrade the Guojiao 1573 Ice and Snow Carnival." ”
Ice and snow sports are becoming a battleground for brand sports marketing. As an ultra-high-end liquor brand in China, Guojiao 1573 has always been regarded as an industry benchmark for sports marketing, and in the past two years, Guojiao 1573 has made great efforts on the ice and snow track to boost the development of China's ice and snow sports, so that Chinese liquor and ice and snow sports have collided with a different spark.
Make efforts in ice and snow sports
With the catalysis of the 2022 Beijing Winter Olympics, the promotion of consumption upgrading, and the rapid rise of young users, China's ice and snow industry is accelerating its upgrading and expansion. China's ice and snow sports have moved from niche to mass, from regional to national, showing unprecedented development vitality and potential. The total scale of national ice and snow sports participation reached 3With 4.6 billion people, the vision of "300 million people participating in ice and snow sports" has become a reality. The Research Report on the Development of China's Ice and Snow Industry (2023) released by Asia Data Group predicts that by the end of 2023, the output value of China's ice and snow sports will reach 890 billion yuan, and in 2025, it will reach 1 5 trillion yuan, accounting for 1 5 of the total output value of China's sports.
In the 2022-2023 snow season, Guojiao 1573 will join hands with Huati Group and under the guidance of the China Sports Venues Association to jointly create the China Skiers Conference and open the annual ice and snow event for the majority of ski enthusiasts. In November 2022, Guojiao 1573 became the "strategic partner" and "official party wine" of the China Skiers Conference. At the end of November of the same year, the China Skiers Conference joined hands with Guojiao 1573 to launch a series of national cloud opening board activities, which opened in the "Powder Snow Paradise" Beidahu Ski Resort in Jilin Province. On the day of the cloud opening, the number of participants in various online activities exceeded 10,000.
Under the guidance of the China Sports Venues Association, the China Skiers Conference is composed of the annual snow season opening board activities, a number of public events and ski "show-off" competitions, etc., and is jointly initiated by the members of the association, including major ski resorts, ski service companies and head ski clubs.
At the end of March this year, the 2022-2023 Snow Season Ceremony of the Guojiao 1573 China Skiers Conference was held in Chongli Wanlong Ski Resort Paradise. During the ceremony, in addition to the first ski resort summit, a series of activities were also held, such as the 2023 Super Ski Formation Race and the banquet of the National Cellar 1573 China Skiers Conference, where snowboard halfpipe world champion Zhang Yiwei, Chinese ski resort management expert Wei Qinghua, silver-haired snowboarder Zhang Yibing, ski freestyle promoter Zhang Chi, well-known ski blogger Niko Kang Ziqi, and popular ski formation combination Li Chuan Ski Demonstration Team helped the event.
According to the Research Report on the Development of China's Ice and Snow Industry (2023), ice and snow sports are not only a novel experience, but also a fashionable and trendy lifestyle. From the perspective of the groups participating in ice and snow sports, young people account for more than 60%.
The linkage between Guojiao 1573 and China's ice and snow industry not only conveys the brand's high-end taste, excellent quality, organic and healthy life aesthetics, but also builds a new pattern for the creative transformation and innovative development of Chinese liquor culture.
Some industry insiders have observed that Guojiao 1573 continues to integrate with ice and snow sports, which can not only highlight the fashion, health and high quality of the brand, but also expand the brand influence, focus on reaching high-net-worth people, and use hobbies as a link to deepen the circle of users and help the brand precision marketing.
Crossover sports marketing
The year 2023 marks the 450th anniversary of the continuous brewing of the 1573 National Treasure Cellar Pools, and the 699th anniversary of the inheritance of the traditional brewing skills of Luzhou Laojiao Liquor. The "Living Twin National Treasures" composed of living cellar ponds and living skills carries China's long-standing liquor culture.
Sport is fashion". As an early brand in the liquor industry, in addition to ice and snow sports, Guojiao 1573 has also continued to make efforts in sports such as tennis, football and golf, deeply cultivating the high-end sports circle, and deeply integrating Chinese liquor culture and sports culture in various innovative forms such as sports events and sports public welfare activities.
On December 18, Luzhou Laojiao and the Australian Open (hereinafter referred to as the "Australian Open") renewed their contract: from 2024 to 2028, Luzhou Laojiao will continue to be the highest-ranking Chinese partner in the 100-year history of the Australian Open, a co-sponsor and an official partner of the Australian OpenGuojiao 1573 continues to serve as the only designated liquor for the Australian Open.
The Australian Open is one of the four major tennis tournaments in the world and has a long history of more than 100 years. In 2018, Luzhou Laojiao became the official global partner of the Australian Open, and Guojiao 1573 became the only official designated liquor of the Australian Open. In the past five years, Guojiao 1573 has carried out all-round, multi-dimensional and long-term infiltration cooperation with the Australian Open, creating themed scenes such as "Victory Moment", "Champion Night", "1573 Court Naming" and "1573 Theme Day", and Guojiao 1573 has become a dazzling Chinese symbol on the Australian Open.
In 2017, Guojiao 1573 reached a strategic cooperation with the WCGC World Corporate Golf Challenge, and the two parties jointly created the Guojiao 1573 WCGC China Championship. In 2021, Guojiao 1573 was upgraded to become the organizer of the WCGC event.
In the 2018 World Cup in Russia, Guojiao 1573, as the only Chinese liquor brand in the official hospitality of the World Cup, brought Chinese liquor to the stage of the World Cup for the first time. Four years later, during the 2022 Qatar World Cup, Guojiao 1573 specially launched the FIFA2022 Qatar World Cup officially authorized liquor, limited to 36,000 bottles, each bottle is individually numbered, and many World Cup elements are incorporated into the shape design.
Industry insiders generally believe that from football, tennis to golf, and then to ice and snow sports, Guojiao 1573 continues to cooperate with the world's popular sports cross-border cooperation, on the one hand, with the help of sports events to increase the brand's popularity and attention, and accelerate the youthfulness and fashionOn the other hand, it effectively helps the brand to expand the international market and continue to consolidate its leading position in the market. More importantly, Guojiao 1573 uses fine wine and sports as the medium to tell the story of Chinese baijiu in the world's common language, and conveys the unique charm of Chinese baijiu.