This year's Spring Festival of the Year of the Dragon is booming, known as the strongest and most special Spring Festival in recent years.
It has the longest Spring Festival holiday, this year's Spring Festival holiday is called "the longest in history" because of the eighth holiday of the Lunar New YearFor the economy, it also means that there is one more opportunity for consumption, which will effectively stimulate the growth of domestic demand.
In fact, some deputies to the National People's Congress have long put forward the expectation of increasing the holiday and increasing the flavor of the New Year. During the two sessions of the National People's Congress in 2023, Li Chuyuan, a representative of the 14th National People's Congress and chairman of Guangzhou Pharmaceutical Group, the parent company of Wang Laoji, proposed to "extend the Spring Festival to 9 days", and suggested that fireworks and firecrackers be "banned and restricted", hoping to increase the flavor of the New Year, enhance the recognition of traditional Chinese culture by the new generation, and stimulate the growth of domestic demand by promoting Spring Festival consumption.
It has the most popular holiday consumption, and the super long holiday has ignited people's super high consumption enthusiasm. During the Spring Festival holiday, the cross-regional flow of people in the whole society reached 229.3 billion passengers. The average daily sales revenue of service consumption-related industries in China increased by 52 percent year-on-year3%, the highest growth rate in recent years. In addition to watching fireworks, wearing Hanfu and Tang costumes, visiting thousand-year-old streets, tasting Chinese food, watching dragon and lion dances, appreciating traditional arts and other traditional folk activities, there are also new consumption activities with the theme of "New Year's flavor", such as Wang Laoji's homeopathic "Super Ji Week 8" Spring Festival theme consumption activities, thousands of enterprises linkage, 5 billion red envelopes, and tens of millions of consumers participated, grandly increasing the auspicious atmosphere of the Spring Festival.
Festive consumption is an important window to observe consumption trends, and the Spring Festival is one of the most important consumption seasons of the year. A number of "hot and hot" New Year consumption data have undoubtedly brought a "good start" to China's economy.
Real gold**, starting the "good start" of consumption in the Year of the Dragon
Consumption plays a fundamental role in economic development. The contribution of final consumption expenditure to economic growth in 2023 is 825%, driving GDP growth by 43 percentage points. "Promoting consumption and expanding domestic demand" is still an important theme in 2024, and the ** Economic Work Conference proposed that in 2024, efforts should be made to expand domestic demand and stimulate potential consumption. The Ministry of Commerce has also identified 2024 as the "Year of Consumption Promotion". How to "promote consumption and expand domestic demand" has become one of the topics of greatest concern to all sectors of society.
To stimulate consumer motivation, it is necessary to give consumers profits.
To promote consumption, we must not only rely on scenes that directly hit people's hearts, but also rely on "sincerity" that touches people's hearts. For example, the consumption voucher policy that has been vigorously promoted in recent years is to give a certain amount of subsidies so that consumers can deduct a certain amount when spending goods and services. This is like adding extra income to the consumer's psychological account, using the wealth effect, expected income effect, etc. to increase residents' willingness to spend.
Another example is the marketing activities launched by enterprises, if they want to stimulate the motivation of consumers, they must come up with enough benefits. The reason why Wang Laoji's "Super Ji Week 8" is so popular is because it is a real "super" benefit. In this event, it distributed the largest red envelopes in the history of the brand to consumers, and linked up with more than 5,000 enterprises and merchants such as Guangyao Baiyunshan, Guangyao Xinkangmei, Map, Alipay, Meiyijia, and Yijie, and issued coupons worth 5 billion.
In-depth insights based on demand to resonate with consumers.
Consumers value not only material needs, but also spiritual needs. "Sense of ceremony" and "sense of atmosphere" are the key reasons for people's consumption. For example, in the annual Double 11, people "buy, buy, buy" not only for products, but also for a collective carnival of national interaction.
On special festivals such as the Spring Festival, people pay more attention to the "sense of ceremony". Wanglaoji's "Super Ji Week 8" is based on the "Joy of Meaning" of "Extended Spring Festival Holiday", and shares this happy moment with consumers through the "ritual sense" activity of "Super Ji Week 8". And Wang Laoji has also become the first manufacturing enterprise to make festivals and carry out theme activities during the Spring Festival.
In this "sense of ceremony" activity, consumers not only enjoy the tangible preferential benefits of products and services, but also feel the atmosphere of the New Year's flavor more deeply in the interaction and resonance with netizens. "Super auspicious week eight" not only realizes the "sales" of products and services, but also realizes the "volume" of communication and influence.
The "Super Ji Week 8" activity has widely covered Weibo, Douyin and other major social platforms, and has successfully achieved more than 1 billion dissemination, reaching all kinds of people at a deep level, and stimulating people's "New Year's flavor" consumption power.
Convey the "auspicious culture" and cultivate a long-term consumption driving force.
Promoting consumption is not a short-term stimulus to promote the achievement of consumption behavior, but a continuous cultivation process to form a long-term value identity and consumption inertia.
So after the Spring Festival consumption has achieved a "good start", how to continue to pass on this booming trend?Establishing a brand culture is undoubtedly the key answer, it does not directly promote the generation of consumer behavior, but can cultivate the minds of consumers and inject more long-term vitality into the brand value.
On the surface, Wang Laoji's "Super Ji Week 8" is a festival marketing campaign, but at a deeper level, it is a brand culture upgrade method that deeply binds and integrates "Ji culture". That is, through a special festival IP, it will become a super symbol of the brand, integrate Chinese culture, and enhance the sense of identity of the brand by public users. As Li Chuyuan said, in fact, for many years, Wang Laoji has been awakening the feelings of family and country and cultural identity in the blood of Chinese with the help of the "Ji culture" that has penetrated into the blood of the brand.
Cultivate the user's mind with brand culture and form long-term consumption memory.
"auspicious" is a key word in Chinese culture. Integrating this culture of people passing on blessings and praying for good luck into the brand is an important way for many companies to connect with consumers and expand the connotation of brand culture. For example, the Want Want brand integrates the meaning of "every day is king" and "prosperity is prosperous", so it has also become a cultural symbol about blessings in the hearts of consumers.
Another example is the brand name "Wanglaoji", which naturally has a beautiful meaning about "Ji", and at the same time, it continues to use brand concepts such as "Drinking Wanglaoji in an auspicious year" and "Ji is the beginning of all good things", and deeply implants this concept into the hearts of consumers with a variety of vivid scenes. For example, in the cooperation between Wang Laoji and the well-known film and television drama "Dajiang Dahe", it shows the "auspicious luck is the head, drink the red can Wang Laoji" reached at the Xiaolei family joint production group contracting mobilization meeting, and the scenes such as "Happy events at home, drink red can Wang Laoji" on the wedding day of Lei Dongbao and Pingping, all of which are strengthening the consumer memory of the brand as the carrier of Ji culture.
Let the product become a "social currency" to convey blessings, and bind all kinds of celebration consumption moments.
The American anthropologist Westminster famously said that humans use symbols to communicate, thus giving meaning to everything, including eating. In the brand world, products have become symbols and carriers that carry brand concepts, and the exchange between products has also become an activity for people to express their ideas and convey ideas.
Taking Wanglaoji as an example, by creating personalized packaging and launching various customized cans, the product has become a "social currency" for people to pass on and share "Ji culture", so that Wanglaoji binds every "festival moment". In 2021, Wang Laoji launched a variety of customized cans with Chinese cultural characteristics, such as surname cans. Subsequently, "auspicious jars" and "auspicious celebration jars" were created, such as "academic auspicious", "family auspicious", "physical auspicious" and so on. This year's Spring Festival combined with the "dragon" element to launch a series of new products such as auspicious dragon jars and auspicious one-stop gift boxes, making it a good product for gift-giving and socializing in the Year of the Dragon.
Conclusion and outlook.
The new year will have a new atmosphere, and new development will require new measures. As proposed by the Guangdong Provincial High-quality Development Conference, "the key is to 'improve quality with new', use science and technology to transform existing productive forces, and give birth to new quality productive forces", "put innovation on enterprises, industries, and development, and strive to build a modern new Guangdong that relies on innovation, relies on innovation, and wins by innovation".
In order to achieve development goals such as expanding domestic demand and promoting consumption, it is necessary to enhance the new momentum of high-quality development with "new quality productivity". This depends on the concerted efforts of various entities such as enterprises and enterprises to continuously promote the comprehensive innovation of production factors, production methods, organizational forms and business models. As mentioned above, Wanglaoji's "Super Ji Zhou 8" is an important practice of "new quality productivity" through the innovative combination of various elements and the coordinated linkage of various measures to achieve development goals such as activating domestic demand and inheriting culture. We need more industry-related practices to create new benchmarks and stimulate new vitality with scenario innovation, content innovation, and cultural innovation.
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