Wen Wang Can.
The first in the industry to dig deep into the contemporary value of traditional aesthetics, Shuijingfang has always been driven by innovation and constantly explores how to better enter the hearts of consumers. Focusing on "aesthetics in wine", Shuijingfang continues to meet consumers' experience and needs for aesthetic consumption at the cognitive level through lofty spiritual occupancy and unique insights, and realizes the precise layout and cognitive cultivation in terms of timing, carrier and marketing, creating a unique "aesthetic advancement".
With the inheritance of wine and the ancient and modern with beauty, Shuijingfang opened an aesthetic dialogue across time and space
A drop of fine wine contains a living heritage of more than 600 years; A dialogue that runs through 1,300 years of ancient and modern time and space. **Aesthetics in wine, taste the mellow beauty world, recently, Shuijingfang and CCTV jointly produced the aesthetic dialogue series "Aesthetics in Wine AI Dialogue" officially launched.
On the occasion of the turn of the old and the new year, when the Spring Festival marketing war in the liquor industry is in full swing, at the door of human beings and AI, Chengdu Shuijing Street Distillery, which was founded in the late Yuan Dynasty and early Ming Dynasty and has been inherited for more than 600 years, chooses to continue to promote brand innovation and development with AI technology, so that Shan Jixiang, president of the Chinese Cultural Heritage Society and director of the Academic Committee of the Palace Museum, Ji Lianhai, a historian and former speaker of the Hundred Lectures, Zhu Guangquan, the host of the first radio and television station, Shen Hongfei, a writer and food lover, and the chief architect, Fan Zhongkai, the technical director of Wenxin Yiyan APP, and other contemporary celebrities in various fields and Li Bai, Su Shi and Wang Yangming, three ancient aesthetic giants, dreamily linked, launched an aesthetic dialogue across time and space, breaking the monolithic form, homogenization of content, and fragmentation of media in the liquor industry, and at the Spring Festival of the Year of the Dragon, which inspires the pride and beautiful expectations of hundreds of millions of Chinese people, consumers and the industry can see its inheritance and innovation as a representative of China's high-end aromatic liquor, and hold up people's yearning for a better life.
Aesthetics for thousands of years, strong fragrance from generation to generation. Although the times have changed, the pursuit of beauty remains the same, and the company of fine wine is still fully displayed. Through the cross-time and space-time dialogue between AI technology and ancient aesthetic masters, the ubiquitous aesthetics from ancient times to the present day have also been broadcast to the audience, and have been imprinted in the core of the Shuijingfang brand again and again.
In the series of programs, Zhu Guangquan, the host of ** Radio and Television Station, talked with Li Bai about the essence of the prosperous Tang Dynasty and the modern good life, and it can be seen that people's pursuit of an ideal life is the same from ancient times to the present; Writer and food lover Shen Hongfei talked to Su Shi to discuss the human emotions implied in food; Shan Wenxiang, President of the Chinese Cultural Heritage Society and Director of the Academic Committee of the Palace Museum, talked to Wang Yangming to analyze the most beautiful treasures left by the craftsman spirit in maintaining the original intention, pursuing the ultimate, and integrating knowledge and action. In the dialogue with Su Shi, Fan Zhongkai, the chief architect and the technical director of Wenxin Yiyan APP, together with the new possibilities brought by the development of AI to poetry creation, that is, the results of the combination of tradition and innovation; Ji Lianhai, a historian and former keynote speaker of the Hundred Schools' Forum, joined hands with Wang Yangming to talk about the inheritance and development of Chinese liquor culture, arguing that fine wine can not only bring spices to life, but also bring insights to life.
From ancient times to the present, people's pursuit of aesthetics has never stopped. Thousands of years of development, aesthetics have long been ubiquitous. A series of cross-time and space dialogues excavate and extend the contemporary value of traditional aesthetics from different dimensions, linking people's better life. It not only shows Shuijingfang's adherence to tradition and continuous innovation and breakthroughs, but also makes the connotation of "aesthetics in wine" more rich and three-dimensional. Through aesthetic dialogue, Shuijingfang has established a pure and elegant emotional connection with consumers, which resonates with the wine and may inspire more people to pursue a better life.
Resonating with the times and empathizing with consumers, Shuijingfang broke out with strong potential energy in the Spring Festival marketing
In addition to cooperating with the CCTV platform "Aesthetics AI Dialogue Series in Wine", Shuijingfang also aimed at the unique cultural inheritance and emotional resonance of the Chinese people "eating Chinese New Year's Eve dinner and watching the Spring Festival Gala", following the aesthetic drama "Drunken Jintu" and the new advertising film appeared on the CCTV screen, it strengthened the exposure on the CCTV platform during the Spring Festival, and became the cooperative brand of "CCTV Xianglong New Year Spring Festival Selection" in 2024.
The Spring Festival is a life aesthetic exclusive to Chinese, carrying a heavy historical heritage, which not only provides people with the opportunity to return to traditional culture, but also creates conditions for enhancing emotional links between people. Shuijingfang continues to innovate brand building around Jingtai's "aesthetics in wine", further strengthening the aesthetic role of the brand in people's better life, realizing the integration of fine wine and aesthetics, brand and emotion, and carrying people's expectations for a better life.
The aroma of wine is getting stronger, and the new year is looking forward to. Whether it is trying to shape the new high-end brand "First Fang" of Shuijingfang, or the new carrier and new expression of "aesthetics in wine" - Shuijingfang Jingtai Yipin, Shuijingfang has further optimized the product structure through a series of actions of product innovation, and met the diversified, personalized and high-quality consumption needs of consumers, realizing the resonance with the times and empathy with consumers.
The years have become fragrant, and it is more than 600 years of endless brewing. Rewind the clock to 1998 and the winery's major discoveries will be remembered in history. Scientific archaeological evidence proves that the Shuijing Street Liquor Workshop started from the end of the Yuan Dynasty and the beginning of the Ming Dynasty, after the addition and repair of successive dynasties, and was continuously used for more than 600 years, which is the only example of ancient liquor and liquor shop found in China that year, and can be called "the first liquor workshop in China".
Standing in this 600-year-old cellar pool, it is as if you have seen the imprint of time burned by generations, and whispers the legend that has been passed down to this day. For more than 600 years, Chengdu has nourished the No. 1 flora in the ancient cellar pond, which has been unique and energetic for six centuries, and the microorganisms have put the beauty into a glass of wine, satisfying the interest of Chengdu people to gather and feast, so that the Shuijing Street Wine Workshop and the long-standing Shu culture are intertwined.
Thanks to the inheritance and protection of nine generations of masters, as well as their oral transmission of winemaking skills, the high-quality wines and wines that are now available have been achieved. This "living" winery has also adhered to and continued to write new memories of strong fragrance in the more than 600 years of life.
Stand up with the brand and sing with the product. While improving the carrier side and moving forward steadily, Shuijingfang also continued to activate channel momentum in the Spring Festival marketing war. Through a series of BC linkage activities, we actively expand the target consumer group and further improve the terminal opening rate; Aiming at the Spring Festival dinner scene, through the "food + wine" tasting activity, more consumers can feel the profound connotation of "aesthetics in wine"; Focusing on the preferences of the circles and continuing to cultivate the circles, the "One Place, One Policy" has launched a series of rich and wonderful circle activities to establish more effective emotional interaction and cultural identity with consumers, so that more consumers can share a better Chinese New Year. Not only that, Shuijingfang has also continuously strengthened the management of the value chain, and through active terminal expansion and policy support, it has played a set of channel "combination punches" with a degree of relaxation, continuously improving customer confidence and creating a good dynamic sales atmosphere.
Empower with aesthetics and march with strength. Shuijingfang, which has made multiple breakthroughs, has also achieved its performance target in 2023. Recently, Shuijingfang disclosed in the announcement of the main operating data in 2023 that after the company's preliminary accounting, it is expected that the attributable net profit in 2023 will increase by about 52.96 million yuan compared with the same period last year, a year-on-year increase of about 4%; Operating income increased by approximately 2 percent compared to the same period last year800 million yuan, a year-on-year increase of about 6%. For the whole year, the company's revenue and profit maintained growth compared with the previous year, and the annual business target set at the beginning of the year was completed.
On the occasion of the upcoming Year of the Dragon in the lunar calendar, a series of brands in Shuijingfang have leaped from the previous year to the Spring Festival, and they have come up with clever tricks to seize the topic of communication with deeper, more refined and more empathetic content, and build a brand building model from brand ** to content innovation, and then to deep link with consumers' emotional and spiritual levels, so that it not only has a time window and strength to take the lead in responding to the industry adjustment cycle, but also broke out a strong brand potential energy in the Spring Festival marketing war in the Year of the Dragon.
Continuing the aesthetic advancement journey of ingenuity precipitation, Shuijingfang will output strongly with a more positive attitude in 2024. Detached from the saturated track of homogeneous competition, focusing on "inheritance and innovation" to bring consumers "experience freshness", Shuijingfang will not only lay a good start based on the dynamic sales of the Year of the Dragon, but also continue to enhance its influence in the industry adjustment period and deduce a new chapter of inheritance and innovation.