Baijiu has a special emotional memory and cultural significance for Chinese. Among the many liquor brands, Jiannanchun, which has traveled through more than 1,500 years and stands out with the prosperous style of the Tang Dynasty, has brought people unlimited imagination and continuous surprises. On the eve of the Spring Festival in 2024, China's famous wine Jiannanchun launched a series of Spring Festival activities of "Star Shine in Huaxia and the Country in the Same Spring", detonating the spring sales season.
"The stars shine in China, the family and the country are in the same spring".
Detonate the spring sales season
Spring Festival is the most important traditional festival in the hearts of Chinese, which symbolizes reunion, auspiciousness and new beginning. On the eve of the Spring Festival in 2024, Jiannanchun will launch a limited Spring Festival event of "Open the lid and scan the code to win big gifts", during which users can get cash red envelopes by scanning the code inside the lid after opening the cover, and will also have the opportunity to draw the Chaidamu Desert Stargazing Tour and the limited Spring Festival gift box of "Family and Country in the Same Spring, Stars as Wish".
This activity not only continues the consistent high quality and cultural connotation of Jian Nanchun, but also makes bold innovations in marketing strategies, taking Jian Nanchun's hot-selling large product crystal Jian Nanchun as the entry point, and implanting it into various banquet scenes during the Spring Festival for consumers, among which the "Qaidam Desert Stargazing Tour" combines the hot outdoor travel projects and astronomical observation activities in recent years, which can provide a rather "hardcore" desert trip for non-professionals. It can also meet the demands of astronomy enthusiasts looking up at the starry sky in the world's best stargazing spots, providing consumers with a wonderful travel experience.
There is never a shortage of various banquets during the Spring Festival, and the banquet consumption scene has always been Jian Nanchun's strength, and the combination of scanning code action and Spring Festival banquet is full of Jian Nanchun's "ingenuity" of marketing strategy, which can not only strengthen the interaction of banquet participants, enhance the fun of the banquet, but also deepen consumers' awareness and goodwill of the brand, and enhance the brand image.
"Wish to go to the stars" & "Stars to wish".
Convey New Year's wishes and expectations
At the beginning of this year, Jian Nanchun joined hands with the National Museum of China to jointly launch a high-end masterpiece - "Jian Nanchun Astronomical Chronicle", linking the contemporary aerospace spirit with ancient cultural relics, and launching a series of activities on the eve of the Spring Festival, "Stars as Wils" series of activities, combining the traditional custom of sending blessings during the Spring Festival with modern aerospace technology. Through cooperation with the field of aerospace science and technology, Jian Nanchun will select 10,000 consumers' New Year's wishes and upload them to the space star screen by scientific and technological means, so that the beautiful expectations of thousands of families can be displayed in the vast universe.
I wish to turn the stars into vast stars. When the wish is completed on the star, the user will share the wish on the star page on Weibo, participate in the interactive topic discussion of "Star Wish, Family and Country in the Spring", and also share the wish of the Year of the Dragon**, win exquisite New Year gifts, and let more people witness the good wishes and future expectations of every user. Such an activity setting not only allows the user's personal wishes to be more widely disseminated and recognized, but also further strengthens the emotional connection between the brand and the user.
When the lights of thousands of homes and the vast starry sky reflect each other, every tiny wish flashes into sparkling lights in space, which is not only the sublimation of everyone's dreams, but also a unique expression of the feelings of the family and country. Jian Nanchun hopes to convey the New Year's blessings and expectations to every consumer in this way, and hopes that under this starry sky, everyone can bravely pursue their dreams and make their wishes come true.
Five-city linkage
Launched the same Chinese New Year's Eve dinner ** of the star
From February 2nd to February 24th, Jian Nanchun joined hands with the Douyin platform to launch the "Xingyao Chinese New Year" activity, which invited Guo Tao, Zhou Tao, Yu Haoming, Cao Ying, and Tan Kai to participate in the Douyin variety show "Xingyao Huaxia New Year" to explore the city's New Year's flavor. The city's New Year taste is also in the classic restaurants, Jiannanchun also linked up with the city's well-known high-end catering businesses, Xi'an's Yuejiang Building, Qingdao's Langang Seafood Kitchen, Guangzhou's Jincheng Chaocai Museum, Hangzhou's celebrities, Hefei's Tongqing Building, jointly launched the "Star Shine Huaxia Home Country Tongchun" Chinese New Year's Eve Dinner customization ** activity, and also invited a number of ** experts to unlock the "Star Shine Huaxia Family Country with Spring" Chinese New Year's Eve Dinner, share the feast, raise a glass of wine, and witness the stars and China together.
When delicious food meets mellow wine, when the charm of stars meets the enthusiasm of talents, the Chinese New Year's Eve dinner ** of "Star Shine Huaxia Family Country with Spring" has undoubtedly become a highlight during the Spring Festival. Check in to the popular restaurants in the five cities, taste the same Chinese New Year's Eve dinner of the stars, and spend a lively Chinese New Year in a festive, joyful and warm atmosphere.
As a national famous liquor brand with a long history, Jiannanchun inherits the traditional brewing process of thousands of years on the one hand, and constantly innovates to lead the forefront of innovation on the other hand. At the beginning of 2024, Jiannanchun will take the lead with the blockbuster new product Jiannanchun Tianwenji, which has won wide attention from inside and outside the industry, and has launched a series of Spring Festival activities of "Xingyao Huaxia Family and Country Tongchun" to ignite the consumption enthusiasm of consumers. In this Spring Festival, it has brought a strong "New Year's flavor" to the long-dormant liquor market, let us raise a glass to drink Jiannanchun wine, taste the New Year's flavor from all over the world, and feel the warmth and joy of this family and country together.