Text |Fang Fang.
Last year, Niulanshan brought a touch of fireworks, from Xinjiang where the "bright moon comes out of the Tianshan Mountains" all the way eastward to the south, to Nanjing, the "beautiful land in the south of the Yangtze River", the Shenzhen of "the giant hand of spring light to draw a circle", the Quanzhou of "half of the city of fireworks and half of the city of immortals", and the Fuzhou of "this place of peace of mind is my hometown".
On January 8, 2024, at the beginning of the new year, the 6th finalist award ceremony of the "Gold Label Cattle Fireworks Restaurant List" was held in Hefei, Anhui Province, and representatives of 500 local restaurants gathered together to witness the final battle of the first season of the list activity.
Under the playing style of "a national game of chess" in Niulanshan, the "Gold Label Niu Fireworks Restaurant List" has formed a nationwide scale effect, and the super IP built by "food + wine + cultural tourism" is helping the cultural tourism economy and activating catering consumption, which has received strong support and extensive attention from all walks of life, and its influence has risen sharply.
In the face of the enthusiastic response of the market, Song Kewei, director of Niulanshan Distillery, said that the successful conclusion of the first season of the "Gold Label Beef Fireworks Restaurant List" is not the end, but a new and higher starting point, let us look forward to the landing of the second season of the series of activities, with the active participation of high-quality specialty restaurants across the country, the "Gold Label Cattle Fireworks Restaurant List" will definitely become the most influential public food guide, drawing a more gorgeous new chapter of folk liquor.
Song Kewei, director of Niulanshan Distillery.
"1 year, 6 cities, 1 billion ** volume".
Travel to Hefei, the first quarter ended successfully!
Each city has its own authentic ingredients, unique cooking techniques, and exquisite cuisine, which can bring together the local history and culture, customs, dialects, beliefs and customs into the palate, which is longer lasting than memory, because the footsteps will be blurred, but the taste will reach the tip of the tongue and be deeply rooted in the heart.
Hefei, the capital of Anhui Province, has a history of 3,000 years, it was once the site of the Three Kingdoms, the hometown of Bao Zheng "Luzhou Ancient City", and now it is an enlightened, open, truth-seeking and innovative "City of Innovation". In Hefei, whether it is the famous Baogong fish with a sense of history, or the Feixi old hen soup and balls that are necessary for Hefei people's festivals, or the popular spicy crayfish, they are all interpreting "the taste of fireworks in the world, the most soothing to the hearts of mortals".
At the event, Li Xiaodong, Secretary-General of Anhui Provincial Tourism Association, fully affirmed the positive role played by the Gold Label Cattle Fireworks Restaurant List in optimizing catering services and promoting the development of special cuisine; Zheng Degui, Secretary-General of Anhui Catering Industry Association, highly praised the role of the list selection in creating a special food business card from the perspective of catering industry branding, and expressed his blessings and confidence in the list selection.
Li Xiaodong, Secretary General of Anhui Provincial Tourism Association.
Zheng Degui, Secretary General of Anhui Catering Industry Association.
In addition to a dazzling array of food, Hefei's tourism resources are also rich, Sanhe Ancient Town, Bao Park, Li Hongzhang's former residence, trickling with 3,000 years of fireworks, and the world's largest ** park - Hefei Luogang ** Park ......Food and beautiful scenery represent the cultural and tourism potential of a city. Qin Weiguang, the operation manager of the "Gold Label Cattle Fireworks Restaurant List", also affirmed the empowerment of this cultural tourism value for the "Gold Label Cattle Fireworks Restaurant List", and summarized the various traffic data of the list selection activity since the first quarter was launched: "1 year, 6 cities, 1 billion ** volume"!
Gold Label Cattle Fireworks Restaurant List" Operations Manager Qin Weiguang.
The "Gold Label Cattle Fireworks Restaurant List Finalist Award Ceremony" went to Hefei, not only because the city's hard core strength can carry the cross-border marketing of "food + wine + cultural tourism", but also because the brand spirit of Niulanshan and the city spirit of "integrity and innovation" in Hefei are compatible.
In the new cycle of exploring high-quality transformation and development, Niulanshan has always adhered to the positioning of people's liquor, adhered to the value orientation, and kept the integrity and innovation in industrial research and development, market expansion, brand building and business integration.
In his speech, Director Song Kewei also expounded the strategic deployment of Niujiu to continue to spread the Golden Label Cattle List and serve the Golden Label Cattle Store, highlighting the responsibility of Niujiu as a representative brand of people's liquor, and reviewing the enthusiastic support gained by the series of activities of "Gold Label Cattle Fireworks Restaurant List".
He excitedly said, "The list has built a platform for our distinctive restaurants to showcase themselves and expand their influence, allowing us to reach out to more food lovers and promote our brand and catering culture with new communication channels and opportunities." ”
Hefei catering terminal representative - Cao Peng, the person in charge of Yanji kebabs.
The 500 shortlisted restaurants also resonated. In the announcement of the shortlist of the "Gold Label Cow Fireworks Restaurant List", the main screen of the stage**shortlisted restaurant**, the name of the restaurant was scrolled, the shortlist was announced, and the atmosphere of the scene was instantly ignited! The owners of the restaurants stood up one after another and held up their finalist medals, which attracted thunderous applause.
As the finale of the first season of the "Gold Label Cattle Fireworks Restaurant List" activity, Hefei Station has a different significance, Si Shengguo, the person in charge of the Hefei Operation Center of Niulanshan, said in his speech, "The success of this event is not only a summary and sublimation of the six city activities in the first phase of the Gold Label Cattle Fireworks Restaurant List, but also a successful example for the continuation of future activities." ”
Si Shengguo, head of Niulanshan Hefei Operation Center.
Along the way, the "Gold Label Cattle Fireworks Restaurant List", the food map in the minds of the people, has not only gained the strong support of the cultural and tourism departments and the catering industry, but also gained the enthusiastic support of consumers, and has also fed back to all walks of life with good results, injecting new vitality into the catering industry and helping the regional economy to prosper and develop.
Start 2024 and start 2025
Rush to the "sea of stars" in the era of folk liquor
In 2019, Beijing Shunyi was rated as the "World Characteristic Wine Production Area", fully affirming the leading effect of "Niulanshan" as the No. 1 brand of China's Erguotou, China's time-honored brand and geographical indication brand.
In 2020, the "Niulanshan" brand won the title of "Model of Chinese People's Liquor Value" on CCTV.
In 2021, the brand value of "Niulanshan" will reach 6132.2 billion yuan.
In 2022, the brand value of Niulanshan will reach 7125.6 billion yuan, on the "2022 Hurun China Most Historical and Cultural Brand List", and at the same time, through the new advertising film, the image of "Gold Standard", "National Standard", "Niulanshan No. 1" and other products has been improved.
2023 will be a year of blowout growth in Niulanshan's popularity, recognition, and love among the public.
Offline——
At the beginning of 2023, under the watchful eye of the public, Beijing Niulanshan Erguotou Cultural Garden was officially opened and operated, which is a comprehensive cultural operation platform integrating cultural communication, tourism, industry exchanges, science and education practice, cultural and creative consumption and other functions, interpreting the idea of the great harmony of Chinese liquor, each with its own beauty and beauty, and also fully embodies the responsibility and inclusive mind of Niujiu based on the common prosperity of the industry and shouldering the mission of industrial development.
In the middle of the year, the "Gold Label Cattle Fireworks Restaurant List" kick-off conference kicked off in Niulanshan Cultural Park, and since then, Urumqi, Nanjing, Shenzhen, Quanzhou, Fuzhou, Hefei, the shortlisted award ceremony of the six major cities, once in January, in full swing, the first unfolding, in a blink of an eye, drunk most of China.
At the end of the year, Niulanshan joined hands with Youku's self-developed marketing IP "Super Check-in" for the first time, landing in the ancient capital of Jinling Laomendong, creating a limited flash mob of "Human Fireworks Tavern", and cross-border linkage of 100 Gold Label Niu Fireworks Restaurants, leading everyone to select the good taste of the world and find the fireworks in the world, and Shuangri attracted nearly 200,000**.
Online——
In 2023, Niulanshan will specially support the boutique short series "Hello, Welcome", which will focus on the Beijing culture with regional characteristics with the tavern setting with Beijing characteristics and the special food full of life details, while conveying positive value, making the story more realistic and human.
In addition, it also titled and sponsored Youku's comedy label program "Shake the Burden Conference", convening the "potential stocks" in the cross talk industry to gather together, superimposing a novel competition mechanism, showing the potential and flash of cross talk newcomers, which swept the Internet on the first day of broadcasting, and became a "variety show" and "electronic mustard" for many young people.
Of course, the cooperation with AutoNavi and Ele.me platforms is more in-depth, and the "Gold Standard Cow Fireworks Restaurant List" is based on AutoNavi's real search, navigation and other hot big data, combined with the real evaluation of users and AutoNavi's characteristic data such as repeat customers and special trips.
At the same time, with the help of the traffic of Ali and AutoNavi, as well as the appeal of Internet celebrities visiting stores, the popularity and reputation of the "Gold Label Cattle Fireworks Restaurant List" continued to increase, and the topics of the event repeatedly appeared on the hot search list in the same city, and countless consumers were successively ...... by "planting grass".
This year, Niulanshan held high and fought high, through the layout of more all-round media and the exploration of more interactive gameplay, which detonated the "fireworks" of the new era. In the face of the recovery of the cultural tourism and catering industry, Niulanshan has made great efforts to explore the integrated development of culture and tourism, focusing on the core of "fireworks", continuing to deepen the content, cultivating the C-end, and opening up channels, so as to empower the market terminal ......It is not only a simple combination of various business segments, but also the organic integration of products and life, the integration of culture and prosperity, and the creation of a more dimensional, more harmonious and better consumption ecological scene.
Fortunately, this effort is worth it, at present, the upgrading of mass consumption has become a definite direction, and the value-oriented consumption tendency has returned, and light bottle wine and simple wine are more favored than before. Niulanshan, with the people's liquor strategy as the core, has a keen insight into the needs and trends of the times, and leverages external resources to echo with internal product strength.
Chen Shijun, deputy director of Niulanshan Distillery, recently participated in the annual forum of Sohu Liquor Industry, and also emphasized in his speech, "Under today's environment, as well as the transition of the consumption era and the transformation of consumption concepts, it has brought a very certain opportunity to our liquor companies - by 2025, China's simple liquor market capacity will exceed 170 billion." ”
Aiming at the sea of stars in the 170 billion market, next, the "Gold Label Cattle Fireworks Restaurant List" will be implemented in more cities, with the combination of food and wine, with a vigorous and upward attitude, to launch a stronger attack on the future.