During this year's Spring Festival, liquor gathered on the Spring Festival Gala, which was the first marketing event in the Year of the Dragon.
Wuliangye, Yanghe Dream Blue, and Gujing Gongjiu Vintage Puree Gu 20 are respectively directly exposed as exclusive interactive partners, exclusive partners of zero o'clock time signal, and exclusive special sponsors, and are implanted in sketches, hosts and other links; Honghualang was the first to appear in the 12-minute opening short film of the party, becoming the brand that has appeared on the main stage for the longest time; In addition, Jinpai's Jinjiu also appeared in the form of oral blessings from the host, and Xifeng Liquor can also be found at ......the Xi'an branch venue
Whatever form it takes, baijiu seems to be particularly keen on the "Spring Festival Gala". In fact, as early as 1994, Tan Xisong, then director of the advertising department of CCTV, put out the first advertising time for public bidding for the first time, and the first one to be supported was a liquor brand - Confucius Banquet Wine.
This is also very understandable, liquor has thousands of years of development in China, and it is integrated with Chinese culture, and the Spring Festival Gala, as a Chinese cultural feast with the highest specifications and the richest connotation, is naturally an important platform for liquor brands to demonstrate their own strength and cultural connotation.
More importantly, with the coverage and influence of the Spring Festival Gala, at such an important marketing node as the Spring Festival, it can directly promote the offline sales of wine companies, and with the help of its longer period of topicality, wine companies are expected to achieve a good start in the first quarter.
However, it is precisely because of this that attentive viewers have noticed that the two major soy sauce liquors that have been in full swing in recent years, Moutai and Qinghualang, have been absent from this collective carnival of liquor.
If you say who is the liquor brand that has the most reason to go to the Spring Festival Gala, Moutai and Qinghualang should have names.
The former is a well-deserved liquor leader, market value giant, at the same time, is also fighting a "younger" tough battle, in the past year in conjunction with Luckin, Dove and other brands to lead many marketing events of the brand, the latter is relying on the only world-class liquor estate in China and the core production area of the top production and storage, is promoting a Chinese liquor consumption change, both in the brand and the market is constantly moving.
It can be inferred from this that for the two major soy sauce wine faucets, "low-key" is by no means a consideration for the Spring Festival Gala. The reason may still be found in its brand communication strategy.
In fact, variety show sponsorship does not seem to have been Moutai's dish. In recent years, Moutai has held hands with one hand to count the programs, and most of them are programs with strong public welfare attributes such as "Green Dyeing China".
The fundamental thing is that Moutai has passed the stage of relying on program traffic to enhance popularity, and scarcity is the largest component of its brand value, the more low-key the more mysterious, and the more mysterious the more valuable. Blindly showing the muscles of variety shows may backfire on the brand tonality and have a counterproductive effect. There are more trade-offs in the title of the program, and the choice of high social value content can appropriately show the leading nature of Big Brother.
Of course, if this strategy wants to play a role, it is limited to large items such as Feitian Moutai, and new products such as Moutai 1935 still need to be endorsed by themes with strong historical and cultural temperament such as "Exploring China in a Simplified Manner" and "Everyone Says National Treasures".
Compared with Moutai, Qinghualang is the other extreme. In recent years, Qinghualang has basically cooperated with national-level large-scale productions, such as "Reader", "Classic Chants", "Tang and Song Eight Masters", "Chinese Calligraphy Conference" and so on, earning enough eyeballs and saving enough tonality.
For Qinghualang, although it has been born for more than 20 years and has a lot of weight in the hearts of consumers, the Langjiu Manor behind him, as well as the liquor consumption model and lifestyle interpreted by Langjiu Manor as the underlying platform, are still new to the majority of consumers.
Consumers who have been to Langjiu Manor know that in addition to the excellent brewing resources of Chishui River, Langjiu also enjoys the natural wine storage cave and the topography of the mountains and rivers.
Relying on this, Langjiu has not only created six ecological wine-making areas in the "Da Erlang" and "Da Moutai" production areas, but also increased the production capacity and reserves of high-quality soy sauce liquor to 70,000 tons and 220,000 tons per year respectively, deducing the brewing and storage vein of "born in Chishui River, growing in Tianbao Peak, raised in Taotanku, and hidden in Tianbao Cave".
Focusing on "growth and storage", Langjiu has also built buildings such as Tianbaodong Leisure Resort Hotel and Jiuge Square, which are integrated with the brewing and storage system to make it possible to experience the immersive liquor brewing culture.
This system not only guarantees the quality and value of Qinghualang's "7-year-old wine and old wine after leaving the factory", but also realizes the oriental expression of the winery culture, so that the cultural temperament and flavor characteristics are deeply rooted in the hearts of the people.
Today, Langjiu Manor, which took 15 years, invested more than 20 billion yuan, and covers an area of 10 square kilometers, has become the physical coordinates of China's liquor culture, ending the understanding of liquor lovers on liquor, and only staying in the history of brands, production areas and old factories.
How to make this pioneering value system recognized, accepted and loved by consumers is an uphill battle that Langjiu is fighting. Therefore, the actual role of Qinghualang and the above-mentioned programs is to use the expression of cultural programs to open a cognitive entrance that matches the tone and interdependence of cultures, so that the target audience can accept the signal of new things and open the door to a new world.
In fact, not only cultural variety shows, Qinghualang also spread the brand online and offline by lighting up the landmarks of 100 cities across the country, holding hundreds of offline tastings, multi-level circle communication, and holding hands with major social and economic events, so as to promote the name of manor sauce wine.
And the reason why the Spring Festival Gala sent out Honghualang instead of Qinghualang is completely based on the brand tonality. The Spring Festival, after all, is a family reunion, a prosperous festival day, Honghualang not only has a deep relationship with the Spring Festival Gala, its own meaning, fiery image, but also more suitable for fun with the people, and Qinghualang's continuous brand communication does not conflict. In fact, just recently, Qinghualang appeared in the ** time period after the CCTV news broadcast, continuing the high-profile momentum.
In any case, the competition for liquor continues, and the Spring Festival Gala is just one of the windows to get a glimpse of the battle situation. But what is certain is that there will never be more than 10 years ago Confucius banquet wine trick to win the drama, now it is a quality, brand, taste all-round competition, strategic foresight and execution are indispensable, and there are not many players left at the table.
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