As the Spring Festival of the Year of the Dragon in 2024 is getting closer and closer, the liquor industry is ushering in the annual peak consumption season, and major liquor brands are also ushering in marketing peaks. A series of scenes such as Spring Festival banquets and gatherings, New Year's greetings, relatives and friends have attracted two-way travel between the Spring Festival and the liquor market.
As a typical representative of Chinese liquor and a leading enterprise in the industry, Wuliangye has always adhered to the quality-based, culture-casting, integrity and innovation, and the cultural concept of "harmony and symbiosis, beauty and beauty" runs through it. In recent years, Wuliangye has continued to promote the concept of harmony culture, so that more young people can fall in love with liquor and appreciate the charm of harmony and beauty of "the strong fragrance of a great country". Recently, Wuliangye Jiachen Year of the Dragon Zodiac Wine and the "Harmony China Tour" kicked off the prelude to the "pet fans" journey in the Year of the Dragon.
Zodiac dragon wine farewell to the old year.
As the Spring Festival of the Year of the Dragon is getting closer and closer, the Year of the Dragon Zodiac Wine, which combines traditional Chinese culture with wine culture, has become the object of consumers' pursuit. In the past month, Wuliangye Jiachen Dragon Year Zodiac Liquor has become a hot product in the current high-end liquor market.
As the culmination of Chinese liquor culture, Wuliangye insists on promoting excellent traditional culture as its own responsibility. Wuliangye Jiachen Dragon Year Zodiac Liquor is highly in line with its cultural concept of "harmony and symbiosis, beauty and beauty", and also demonstrates its spirit of continuous pursuit of excellent quality, inheritance and promotion of traditional culture.
It is reported that there are two types of Chinese zodiac wine for the Year of the Dragon launched by Wuliangye. The 500ml "Dragon Boutique" presents the picture of the dragon from the waters of the three rivers, the dragon face is auspicious, harmonious and beautiful, and the dragon's tail is high-spirited to symbolize riding the wind and waves, and the world is limited to 99,999 bottles. And 1Inspired by the Yangtze River, the 5-litre Thang Long Aged Edition is a symbol of the dragon's rise to the sea, the leap and the fortune of the world, and is limited to 2,024 bottles worldwide, both with their own collection numbers.
This year, the offline channels of Wuliangye Jiachen Dragon Year Zodiac Wine are mainly 'Youlong Boutique', with exquisite packaging and atmosphere, suitable for collection and gifts, and offline sales are not worried. When the author visited a Wuliangye store in Fengtai District, Beijing, the boss said.
Wuliangye Jiachen Dragon Year Zodiac Wine is now hard to find a bottle, ** hard to find, every batch of goods will be sold out immediately, and now the goods have not yet arrived at the store to be booked, and everyone is generally sold out. Mr. Lin, a dealer in Chengdu, sighed.
Cai Xuefei, a wine marketing expert, said that the "dragon" is one of the totems of Chinese culture, and the meaning of wealth, wealth, happiness, and auspiciousness is obvious, and it is easy to win the preference of consumers, so the value is more prominent than other zodiac wines.
According to the research report of Guoxin**, the supply and demand of Wuliangye Jiachen Dragon Year Zodiac wine are booming, highlighting the effectiveness of the reform of non-standard cultural and creative wine. Wuliangye's dynamic sales accelerated, and the brand value of the 1,000-yuan price band was highlighted. In the peak season of the Spring Festival, the sales volume of Wuliangye brand is expected to continue to grow.
The Yuanchun offensive welcomes the Year of the Dragon.
On January 30, Wuliangye and Sichuan Airlines jointly created the "Hemei Flight" and set sail smoothly. It is understood that a total of 5 "Hemei flights" were customized to warmly escort "five fans" home for the New Year, and so far, three customized flights have arrived safely at their destinations.
In addition, since New Year's Day, Wuliangye has successively carried out a series of fan activities such as "Celebrating the Chinese Year with Chinese People Worldwide", "Wuliangye Harbin Ice and Snow World", "Wuliangye The 53rd Chengdu International Panda Lantern Festival", "Yangtze River Three Cities Drone Show" and thousands of "Hemei Reunion Banquets" across the country.
It is worth mentioning that Wuliangye, the finale of the "Yuanchun Offensive", will continue to join hands with CCTV to appear at the 2024 Spring Festival Gala of the Year of the Dragon as the exclusive interactive partner of "Harmony Gift". And at 8 p.m. on February 9th, in the flagship platform of the "Spring Festival Gala Interaction" of the Year of the Dragon, the "Harmony Gift" interactive area of the Central Station, the audience will draw a gift box worth hundreds of millions of yuan from Wuliangye for the Year of the Dragon to share the "Happy Chinese Year" with Chinese people around the world.
For a long time, based on in-depth emotional insight, Wuliangye has always narrowed the distance with consumers with temperature. At the "12.18" conference of Wuliangye at the end of last year, Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.), said that the marketing policy in 2024 is to enhance the brand value of Wuliangye as the core, continue to strengthen the quality brand, consumer cultivation, and channel profits, and promote the acceleration of the reasonable return to brand value.
Jiachen Year of the Dragon, and Mebida. Baijiu is an important bridge for emotional connection and emotional expression between people, especially during the Spring Festival, New Year's visits and family reunion banquets are an important window period for liquor sales. Wuliangye actively explores new ways to communicate with young consumers, enhances the interaction and stickiness between brands and consumers, and enhances brand power by expressing brand cultural values in a more diversified form, richer content and covering a wider range of brand cultural values.
In the eyes of industry insiders, Wuliangye's series of actions have seized the critical moment of the marketing window, focusing on the "five powders" through the transmission and expression of emotions, resonating with users, conveying the temperature of China's national brand, and letting every "five powders" feel the unique charm of Wuliangye's "harmony and beauty" culture.
Looking to the long term, Wuliangye's inheritance, integrity, innovation, harmony and sharing of the "harmony culture" will help it pass through the industry cycle and continue to polish the gold-lettered signboard of "great country strong fragrance and beautiful Wuliang".
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