Spring Festival marketing has always been the best battlefield for major alcohol brands to compete for. In today's increasingly fragmented consumer attention, in order to stand out in this battle, we need not only unique creativity, but also accurate market insights and efficient operation strategies. However, what is more difficult is how to avoid advertising falling into a "routine" situation and playing a surprise marketing card. This undoubtedly tests the brand's control of market nodes, insight into consumer needs, and comprehensive strength of multi-dimensional operations.
And in this Spring Festival, Tuopai once again attracted the attention of the market with its unique marketing strategy. By creating the IP of "Tuopai Old Friend", it has successfully connected the emotional bond between the brand and consumers, and further consolidated its brand image as a "classic liquor that creates a good memory of the nation".
So, how does Tuopai do this? Let's take a look back at this high-performance marketing campaign, from strategy to execution, and dive into the secrets of its success. I hope that through the case of Tuopai, we can provide you with some valuable ideas and inspiration.
Leverage the emotional fulcrum and focus on the key elements
Tuopai joins hands with star Zhang Liang to resonate with consumers with deep links
The Spring Festival, a grand festival celebrated across the country, is undoubtedly a marketing opportunity not to be missed for major brands. And at this particular moment,"Reunion"、"Affection"with"Blessings"It has become the core element of brand marketing. The key to attracting widespread attention and deep interaction in this festival is emotional resonance.
In recent years, more and more brands have begun to pay attention to emotional marketing, using emotions as a bridge to connect consumers. The reason behind this is that by eliciting emotional resonance with consumers, this emotion can be converted into actual purchasing power, which can increase brand awareness and influence. However, successful emotional marketing is not simply sensational, but requires a deep understanding and exploration of consumers' emotional needs.
In this year's Spring Festival marketing, Tuopai Wine has taken a unique approach and focused on the table of the Chinese New Year's Eve dinner. As the most important traditional ceremony during the Spring Festival, the Chinese New Year's Eve dinner carries profound national emotions and cultural connotations. The reunion, joy and festive party scene is an important opportunity for wine companies to communicate their brands. Through deep emotional resonance with consumers, Tuopai Liquor has successfully linked the brand with the festive atmosphere of the Spring Festival, enhancing the brand's influence and reputation.
In Tuopai Liquor's Spring Festival short film "Tuopai let'In S. Long Chinese New Year's Eve Dinner**, the well-known chef Zhang Liang incarnates as the main chef, using the Chinese New Year's Eve dinner as a medium to skillfully connect the happy scenes of various characters and occasions. Through the complementarity of food and wine, he conveyed the good wishes of "a dragon for good luck in the New Year, a dragon for wine and joy, a dragon for promotion and salary increase, and a dragon for good luck in the Spring Festival". This creative initiative profoundly embodies the marketing theme of "Tuopai in the Year of the Dragon, Ten Thousand Families in Spring".
As a classic liquor that carries the good memories of the people, Tuopai cleverly uses the beautiful meaning of "one dragon" to closely connect the element of "dragon" with the emotions of consumers. This strategy not only allows every moment of reunion with laughter and laughter to be accompanied by Tuopai liquor, but also further strengthens the brand slogan of "Long years of wine, Didi Tuopai love". This undoubtedly strengthens consumers' emotional identification with Tuopai liquor, and demonstrates the brand's in-depth understanding and inheritance of the essence of Chinese culture.
Multi-habitat artist Zhang Liang has worked hard in various fields such as model, chef, and actor, and has won him the image of "national male god". This is highly consistent with Tuopai's national classic liquor brand image. The story of the Chinese New Year's Eve dinner presented by him as a "chef" and Tuopai is more vivid and topical, effectively enhancing the brand's popularity and recognition.
After the release of **, Tuopai carried out a second promotion with the extensive influence of star artists. This not only significantly improves the rate and conversion rate of brand marketing activities, but also builds a solid bridge for Tuopai to attract new consumer groups.
Launched the Spring Festival offensive for the C-side
High-quality products empower terminals to promote dynamic sales
Zodiac culture is the essence of China's unique view of time and philosophy of life, and is an important part of Chinese culture. With its unique market insight and excellent product research and development capabilities, Tuopai perfectly combines the Zodiac culture with folk liquor, and for the first time launched the high-profile Year of the Dragon Zodiac Liquor, a cultural and creative product, which has aroused widespread attention in the industry and enthusiastic love from consumers.
With the long-term accumulation of good reputation, on the occasion of the upcoming Spring Festival of the Year of the Dragon, Tuopai Qujiu and Zodiac Commemorative Wine of the Year of the Dragon are naturally highly anticipated by the market. This product not only carries the deep respect of the Chinese for the sacred zodiac of the dragon, but also integrates Tuopai's insistence and pursuit of culture, aesthetics and quality, and at the same time strengthens the scarcity of products with selling points such as global limited sales and exclusive Dragon Year Zodiac wine logo, forming a distinct differentiated competitive advantage and effectively responding to the market's urgent demand for high-quality, high-cultural value-added zodiac wine products.
In addition to the Zodiac wine, Tuopai has also launched a new series of ** materials of "The World of Tuopai Flowers", with the help of the image of the "Giant Panda" of Sichuan cultural business card, to send consumers a special gift for the New Year of the Dragon and help the market.
At the same time, it is worth mentioning that in various consumption scenarios, Tuopai has carefully planned the purchase and gift activities of "one product and one strategy" centered on the three core products of Tuopai Qujiu, Tuopai Special Qu and Tuopai Special Grade, and launched it nationwide, and specially designed exclusive wine gift boxes for core cities. In addition, for specific activity products, the launch of the additional code opening and scanning activities, so that the winning rate reached 100%. It can be seen that Tuopai not only skillfully mobilized the consumption atmosphere of the Spring Festival, but also further expanded and deepened the cultivation of target consumer groups.
Start the Spring Festival offensive on the front line of the market
Multiple measures have won the confidence of communication
In the Spring Festival, the peak sales season, major wine companies have shown their comprehensive strength. In addition to enhancing brand awareness and popularity through creative and cultural and creative products, Tuopai also actively uses various media resources to combine online and offline to carry out market layout. Since January 1, Tuopai has launched the Spring Festival offensive, and the Spring Festival-themed brand image advertising has landed strongly in the core business districts of nearly 20 core cities across the country, showing its brand heritage as a classic wine with high frequency, wide range and continuous development, as well as its determination to seize the opportunity in the good start of 2024.
Tuopai Liquor not only carries out New Year marketing activities, but also empowers them synchronously through online platforms. From January 17th to January 21st, Tuopai Liquor was broadcast live in the Beijing Satellite TV Jingxuan Live Room for five consecutive days, with the help of the strong ** and huge traffic of the Beijing New Year Festival, effectively enhancing the online sales atmosphere and conveying the core value of Tuopai Liquor.
Similarly, Tuopai Liquor launched a national solicitation activity of "Tuopai Taste Tuopai Spring in the Year of the Dragon" on the two major platforms of Douyin and Weibo. By setting up interactive topics and national tasks, they invite the public to share the beautiful taste of the New Year, and continuously improve the popularity and favorability of Tuopai through diversified interactive forms.
This kind of accurate target group positioning and potential audience mining, as well as innovative social communication methods, make consumers gradually deepen their awareness of the brand.
In terms of channel construction, Tuopai Liquor has also shown strong strength. First of all, they successfully completed the layout of 20,000 terminal atmospheres across the country, and passed 1The ultimate display strategy of 50,000 has firmly locked the core terminal market and created an extremely warm sales atmosphere. Secondly, they also quickly carried out nearly 300 Spring Festival peak season gatherings in more than 20 provinces and more than 100 cities. This series of measures not only comprehensively enhanced the centripetal force and cohesion of end customers, but also played a vital role in the sales war during the Spring Festival peak season.
Through a series of marketing combinations, the value and brand temperature of Tuopai famous liquor have deeply touched consumers across the country. In the context of increasingly fierce competition and differentiation in the industry, some industry observers believe that "under the current situation of intensified competition and differentiation in the industry, Tuopai's innovative social marketing during the Spring Festival will continue to promote sales growth and lay the foundation for high-quality growth of enterprises." ”
Conclusion
This year's Tuopai Spring Festival marketing, starting from the linkage star Zhang Liang, to the online national solicitation activities, logging in to the live broadcast room of Beijing Satellite TV's Beijing New Year Festival, to the offline terminal atmosphere layout, and then to the empowerment of high-quality products, has completed a complete closed loop of marketing links, which is a strong output of brand culture.
From online to offline, Shede Liquor has achieved the trinity of online marketing, offline welfare, and terminal products, realizing the all-round wrapping of consumers by "sea, land and air", and relying on this series of social communication to achieve a strong position under the new competition cycle, and achieve the communication effect and brand influence of breaking the circle. Let the glorious 80-year-old national classic liquor continue to write glory in the new era and new environment.