For the people, the Spring Festival and the Spring Festival Gala are hearty festive and cultural activities, and for major brands, they are a marketing feast that must not be missed. As the most important marketing node of the year, brands are vying to launch the first shot of New Year's marketing.
The classic CP is back
In the liquor industry, scenes such as banquets, gifts and business receptions during the Spring Festival have set off a wave of liquor consumption. Emotional factors, brand considerations, and quality dimensions that are deeply activated by brand marketing are all key levers to stimulate consumption. "Whoever seizes the commanding heights of Spring Festival marketing will be more likely to stand at the top of the liquor market. ”
The key position of Spring Festival marketing is the Spring Festival Gala. In 1994, Confucius Banquet Wine won the "Bid King" crown in the first ** TV station advertising bidding, and became a household name overnight.
Since then, all companies have begun to realize that the marketing value of big events and big IPs like CCTV Spring Festival Gala is immeasurable.
In the era of fragmented traffic, what enterprise marketing lacks is not small traffic, but the big event marketing linked to the IP of the CCTV Spring Festival Gala, which brings large-scale traffic gathering and the great potential energy of rising topic popularity.
As a model of sauce fragrance, Honghualang has a deep "Spring Festival Gala gene".
As early as 2009, Honghualang named CCTV's Spring Festival Gala "My Favorite Spring Festival Gala" program, got the Spring Festival Gala IP admission ticket, and in the most solemn traditional festival of the Chinese nation, let the Honghualang while watching the Spring Festival Gala and toasting with his family became a popular "ceremony" that impressed a large number of Chinese New Year's Eve dinner audiences that year.
In the following three years, Honghualang has continuously joined hands with CCTV Spring Festival Gala "My Favorite Spring Festival Gala Program" selection activities, entered thousands of households, and became famous. It not only created the new customs of celebrating the Chinese New Year, magenta flowers, and commenting on the Spring Festival Gala program, but also achieved the classic combination of "Honghualang x Spring Festival Gala" brand communication.
On January 17, 2022, Langjiu launched a series of activities for the 2022 Honghualang China Festival, and released the "Spring Festival Gala with Heart" Honghualang co-branded model, making the classic "screen CP" of Honghualang and Spring Festival Gala once again the focus of the industry.
On January 23, 2024, Langjiu once again started the Red Flower Lang Spring Festival Gala season, and the sauce and aroma model Red Flower Lang returned to CCTV Spring Festival Gala again, becoming the cooperative brand of the main station's "Dragon Prosperous World Radiant Flying", offering the most influential reunion Chinese New Year's Eve dinner for Chinese people around the world.
With the help of CCTV's huge marketing potential and the leverage effect of leveraging the minds of the whole people, the CP effect of Honghualang x Spring Festival Gala has once again exploded with a stronger brand influence.
Not only on the national platform, Honghualang also did not forget to interact with the brand of the loyal fan group in Sichuan and Chongqing.
On January 14, the "Honghualang 2024 Sichuan-Chongqing Spring Festival Gala" was officially announced. This means that Honghualang has joined hands with Sichuan Satellite TV and Chongqing Satellite TV for three consecutive years to spend a happy Year of the Dragon and share a happy Chinese New Year's Eve dinner with consumers, especially loyal fans in Sichuan and Chongqing, with the help of the Sichuan-Chongqing Spring Festival Gala with unique Bashu cultural characteristics.
Fu Rao, vice chairman of Langjiu Co., Ltd., said: "The Sichuan-Chongqing Spring Festival Gala has become the 'Sichuan-Chongqing Chinese New Year's Eve Dinner' that the people of Sichuan and Chongqing look forward to every year, and watching the Sichuan-Chongqing Spring Festival Gala and saffron Lang wine has formed a new custom in Sichuan and Chongqing. ”
New Year's flavor needs carriers, and the same is true for brand communication.
Honghualang closely combines the New Year's flavor carrier of "eating Chinese New Year's Eve dinner and watching the Spring Festival Gala" with its own brand communication and marketing strategy, and forms the prominent connotation of new customs and new ceremonies, thus shaping the strong bond between Honghualang and "Red and Red Dragon Year" in the hearts of the people.
In addition, Honghualang also used the IP linkage of the Spring Festival Gala to carry out a series of online integrated marketing programs such as interactive cloud group dinner creative activities and red envelope delivery on Weibo, Douyin, and WeChat platforms, so as to tap the maximum value of the "Spring Festival Gala Marketing War".
Honghualang set off a new wave of prosperity in the clouds, with more than 1.5 billion interactions on platforms such as Douyin and Weibo.
An excellent brand must not only create a clear market positioning, but also truly integrate into people's lifestyles and enhance their emotional identification with the brand symbol.
The classic screen CP of "Honghualang x Spring Festival Gala" is back, and the Sichuan-Chongqing Spring Festival Gala of local well-known IP is linked, helping Honghualang to build brand awareness from the whole country to the locality, forming the "strongest Chinese New Year's Eve dinner" The Chinese people's meal is mentally bound, and accompanying everyone to celebrate the Spring Festival is the way to win the Spring Festival Gala marketing battle.
The Year of the Dragon is a big "red" fire
Since the first generation came out in 2003, Honghualang, a model of sauce fragrance, has attracted the attention of the market with its classic Chinese red color scheme and its classic sauce fragrance. After 20 years and 4 iterations, it has become one of the representative national brands in the sub-high-end soy sauce wine array.
The relevant person in charge of Honghualang said that more importantly, Honghualang has always been able to occupy a place in the liquor market, relying on the brand power and quality power on the basis of the unique technology behind it.
Relying on the Chishui Riverside Langjiu Manor and the natural secrets of "growth and storage", Honghualang has been continuously improving and maintaining the same quality after time accumulation.
First, the brand shines, the taste is timeless, and it can be called a "hexagonal warrior" with all attributes.
Since then, Honghualang has grown into a leading brand of banquet liquor in the country, accompanying hundreds of millions of consumers to raise a glass and drink happy moments and spend more than 20 festive Spring Festivals.
And Honghualang is not satisfied with stopping at the current peak state.
2023 is the year of Langjiu's "restart". A series of wonderful moments such as the appointment of the general manager of the "post-87" generation, the release of the general program of "Centennial Langjiu", and the laying of the foundation stone of Longma Winery record the overall centennial strategic upgrading and reform of Langjiu step by step. Behind these "highlight moments" is the three major upgrades of Langjiu's thoughts, teams, and products in 2023, as well as the full line of strategy, brand, production and marketing.
In particular, the release of the general program of "Centennial Langjiu" allowed Langjiu to stand at a new starting point of the campaign, and pointed out a detailed route and direction for the long-term high-speed sprint in the future. Among them, the clear positioning of Honghualang is: based on the sub-high-end, to be the basic product of Langjiu, to be stable and practical, to become the first brand in China's banquet market, and strive to "Honghualang single product over 10 billion yuan in 2025".
Some industry insiders said that the new Langjiu, which has undergone transformation and remodeling in 2023, is rushing towards the future with unlimited value with its comprehensive upgrade of quality, brand taste and only world-class manor support. As an important part of the strategy, Honghualang is also moving towards the goal of 10 billion without hesitation.
Backed by the 100 billion Lang wine brand and the century-old strategy, taking advantage of the "east wind" of the soy sauce wine craze, the quality and brand value of Honghualang will jump again. The linkage between CCTV and the Sichuan-Chongqing Spring Festival Gala is helping Honghualang's performance and brand voice to reach a higher level. In the 2024 New Year of the Dragon, the Chinese Festival, China Red, and "China Lang" will bring a new round of shock.