With the coming of the Year of the Dragon, the marketing war of the liquor industry around the "good start" of the Spring Festival in 2024 has quietly begun.
As we all know, the quality of sales during the Spring Festival is directly related to the sales expectations and confidence of liquor throughout 2024. However, who can finally "capture" the hearts of consumers?
The strong alliance between Tuopai, a national classic liquor, and Zhang Liang, a national male god and multi-habitat artist, may provide us with a sample of the leopard in the tube.
On January 25, Tuopai joined hands with Zhang Liang to create a beautiful New Year's blockbuster "Tuopai let'Chinese New Year's Eve Dinner", officially launched. Keep the New Year, paste the Spring Festival couplets, hang lanterns, set off firecrackers, ......Among all the customs about the New Year, the highlight of the opening overture of the Spring Festival is undoubtedly the Chinese New Year's Eve dinner.
As a glorious 80-year-old national famous wine, Tuopai grasped the core element of the Spring Festival of "Chinese New Year's Eve Dinner", and made the Chinese New Year's Eve Dinner of the Year of the Dragon more attentive through short films, allowing thousands of consumers to feel the lively and joyful taste of the New Year, and once again strengthening its brand memory of "Long Years Wine, Didi Tuo Brand Love".
In the short film, Zhang Liang incarnates as the chef of Tuopai's "one-stop" creative banquet, and runs the beautiful concept of "one-stop" throughout the film with a wonderful and humorous interpretation - a dragon for New Year's luck, a dragon for wine and joy, a dragon for promotion and salary increase, and a dragon for Spring Festival and good luck.
Tuopai also takes the Chinese New Year's Eve meal as the axis, connecting the main drinking scenes, and with the help of Zhang Liangsheng's lively performance, it establishes the mental cognition of "Dragon Year Pintuo brand Wanjia Spring Strong" in the hearts of consumers. Zhang Liang, who was born in Beijing in 1982, once introduced himself on Weibo: "A chef who doesn't want to be a model is not a good actor" - it seems to be self-deprecating and teasing the poor, but it is actually an inner monologue. The leading male model in China started working as a professional chef at the age of 16, and later became a model by accident, and also worked as a car salesman during this time.
Like many people who have achieved extraordinary things in their fields, Zhang Liang turned his life into a feast by turning the bittersweet and sour as a spice.
Obviously, his efforts to embrace the beautiful image of the national male god are also highly consistent with the image of Tuopai's popular national classic liquor brand.
It is worth mentioning that Zhang Liang's chef experience in his life also makes the story of "Chinese New Year's Eve Dinner" presented by him and Tuopai more vivid and topical. On Weibo, netizens who have watched the short film have Zhang Liang, "I just want to know how to make an appointment with Chef Liang", "Follow Chef Zhang to learn to cook, Tuopai wine must be drunk", ......
Promoting culture has always been the root and soul of China's liquor industry, and cultural quality determines the vitality of fine liquor," said Song Shuyu, chairman of the China Liquor Industry Association. Tuopai's creative blockbuster with the "Chinese New Year's Eve Dinner" as the carrier not only stems from its deep understanding of the Spring Festival culture, but also is inseparable from its efforts to become a "companion" for a better life for the people.
At the beautiful moment of raising a glass, Tuopai, which means beauty and does not forget the original intention, can naturally make consumers' eyes shine.
It can be said that Tuopai is based on the brand advantage, with the help of the appeal of stars, beautiful emotional connections, warm scene construction and comprehensive media, in the first battle of the New Year in this critical year, the brand renewal and potential energy accumulation have been realized, and the brand's degree and recognition have been effectively enhanced.
In fact, Tuopai's successful brand marketing is just a microcosm of its "scramble for the first place" in recent years.
Those who are interested will notice that from January 1, Tuopai will show the heritage of famous wine brands and the confidence to win the Spring Festival peak season with strong marketing momentum
In the core business districts of nearly 20 core cities across the country, Tuopai has concentrated on brand image advertising, so that the Spring Festival theme of "Tuopai Ten Thousand Families in the Year of the Dragon" has gained sustainability and high frequency across the country.
Tuopai also joined hands with Beijing Satellite TV to empower Chinese New Year marketing with high-quality content. It entered the Beijing Satellite TV Jingxuan live broadcast room of the **head** e-commerce, relying on the ability of the satellite TV host group to bring goods, Tuopai opened a five-day continuous live broadcast to explain the brand power and product power to consumers in multiple dimensions. On the marketing front, Tuopai accurately focuses on the three "key battlefields" of C-end consumers, B-end customers, and terminal construction.
With the help of the image of the "Giant Panda", a Sichuan cultural business card, Tuopai specially launched the "Tuopai Flower World" Datan Liquor for the Spring Festival. At the same time, Tuopai carries out nationwide buying and giving activities around the three core products with the "one product, one strategy", and matches exclusive wine gift boxes for the core market to give back to consumers.
In addition, Tuopai also launched an additional code opening and scanning activity. During the event, anyone who buys Tuopai Qujiu, Tuopai Tequ and other designated event products can enjoy 2 chances to win by opening the cover and scanning the code, with a comprehensive winning rate of 100%.
Let's look at B-end marketing. Through more than 20 provinces and more than 100 cities across the country, Tuopai quickly carried out nearly 300 Spring Festival peak season activities in the Year of the Dragon.
At the same time, Tuopai has completed the deployment of 20,000 terminal atmospheres across the country, and passed 150,000 extreme displays lock the core terminals, creating a wide range of hot sales atmosphere. Driven by the demand for returning to their hometowns for the Chinese New Year and traveling to visit relatives, consumers' enthusiasm for buying alcohol has increased, which has also promoted the transformation of Tuopai from brand voice to sales momentum.
Industry insiders generally believe that the Matthew effect of the liquor industry will be further manifested in 2024, and only famous liquor brands with brand power, marketing power, and product power can break through.
Tuopai, which has made a strong comeback, is now answering with a wolfish and warm attitude.