Text / Yang Wen
On February 14, Henan Satellite TV created the "Chinese Festival Fantastic Tour" series of programs 2022 "Lantern Magic Tour", which also takes traditional Chinese culture as the connotation and is on Weibo hot search as soon as it is broadcast.
The "Lantern Wonderful Tour" connected the whole scene with three creative concept films, so that everyone could feel the hope of "Yuan", the romance of meeting during the "Night", and the home and country feelings of "Lights" reflecting Vientiane. The visual expression also continues the aesthetic style of the national tide, and at the same time integrates multiple cultural elements such as wine culture, four major inventions, lion dance, lantern saving meeting, and Jiangnan women's lantern "walking bridge" to drive away hundreds of diseases.
From the explosion of the Spring Festival Gala in Henan last year to the launch of the "Chinese Festival" series of programs on the occasion of the arrival of the Chinese traditional festival, the "Wonderful Tour" created by Henan Satellite TV has gradually become a top cultural IP, which conveys the connotation of traditional culture and carries the connotation of spiritual emotions at the same time, but also contains the transformation and development road of Yujiu.
Output the brand image in the "Fantastic Tour" IP
Since last year, Henan Satellite TV's "Fantastic Tour" series has brought many surprises to the audience, such as "Tang Palace Night Banquet", "Paper Fan Scholar", "Roselle Water Endowment", "Dragon Gate King Kong", "Crane Return" and other programs have frequently appeared in the circle, which not only carries forward the traditional Chinese culture, but also highlights the strong cultural self-confidence of the Chinese nation.
The "Fantastic Tour" program has become a "phenomenon-level" event in the field of Chinese film and television culture, and has also set off a wave of young audiences paying attention to traditional Chinese culture. With the popularity of the program, the Henan scenic spots that appeared in the program, such as the Longmen Grottoes, Shaolin Temple, Laojun Mountain and other famous attractions, have not only become the new "punching place" of netizens, but also driven the development of the cultural tourism industry in Henan Province.
In such a high-quality cultural IP, let us see the charm of traditional culture at the same time, but also see the figure of Yujiu, they completed the brand image display and output in the audio-visual feast.
In the "Lantern Wonderful Tour", as the official partner of the 2022 "Lantern Wonderful Tour", Jiahu Liquor Industry skillfully integrated the cultural elements of Jiahu Lake in 9000 years into the program environment, so that everyone can deeply feel the rich history and culture of Jiahu Liquor industry while enjoying entertainment, experience the inheritance value and cultural heritage in the core of Jiahu brand, and let Chinese liquor culture penetrate the hearts of the people through a new way of expression.
In the previous series of programs such as "Qingming Fantastic Tour", "Dragon Boat Wonderful Tour", "Qixi Fantastic Tour", "Mid-Autumn Festival Fantastic Tour" and so on, Yangshao Faience Pottery Workshop also skillfully integrated elements such as Yangshao Wine Flag, Painted Pottery Jar Wine, Small-mouth Pointed Bottom Bottle, Yangshao Winery Xianmen Mountain and so on.
It can be said that in the process of co-branding with this high-quality cultural IP, Yujiu enterprises have created hot events to excavate the connotation of traditional culture, from telling theme stories to focusing on cultural connotations, achieving deep links with target consumer groups, and completing brand image shaping.
Cultural empowerment helps Yujiu out of the circle
The road of transformation and development of Yujiu has thus begun
Some industry insiders believe that with the increasingly fierce competition in the liquor industry and the need to meet the needs of the company's own high-quality development, the competition in the liquor market will eventually be the competition of culture.
Allowing traditional culture to enhance its influence and value breadth in resonance and resonance is the most important issue at present, which is also the value point that Chinese liquor is committed to mining. Many liquor brands have been looking around this to find ways to give baijiu culture power. With the acceleration of the industry upgrading process and the innovation of the external environment, liquor companies have focused on "culture" to build and tap brand value.
When we focus on the Henan market, the brand building process of Yangshao Pottery Workshop and Jiahu Wine Industry can become the most representative cultural empowerment case in Henan wine circle.
As the inheritor of Yangshao culture for 7,000 years, Yangshao Wine has always passed on the civilization and national self-confidence of the Central Plains. Hou Jianguang, chairman of Yangshao Wine, has also said many times that Yangshao Wine Industry relies on the 7,000-year Yangshao culture, through the in-depth research and development of "Yangshao Pottery Rongxiang", the continuous improvement of corporate culture construction, brand building, etc., with the strong brand potential of "provincial wine leader + cultural famous wine", and has achieved a strong return to the image of Yujiu.
Under the empowerment of the "Fantastic Tour" IP program, the sales volume of Yangshao Faience Pottery Workshop will achieve breakthrough growth again in 2021, and continue to empower the realization of the "14th Five-Year Plan" of Yangshao Wine Industry.
As the inheritor of the 9,000-year-old Jiahu lake culture, Jiahu Wine industry also sponsors the "Lantern Wonderful Tour" twice, through the creation of the brand of "Jiahu Wine", digs deep into the deep value of Jiahu culture and Yujiu culture, and takes the winemaking pottery altar "folded shoulder amphora" excavated from the 9,000-year-old Jiahu lake site as the starting point, constantly enriching the brand level, deepening the brand value, and forming a unique brand image of Jiahu Wine.
In recent years, Jiahu Liquor has made continuous efforts in the cultural field, appearing in CCTV's "National Treasures", "If National Treasures Can Talk", and the 2019 Asian Civilization Dialogue Conference, so that Jiahu culture has been widely disseminated around the world.
By working with high-quality cultural IP to display brand culture and then empower the future development of the brand, this is an important reason why Yujiu enterprises are keen to name "Wonderful Tour" IP. Only by finding the direction of brand creation and always insisting on digging deep into the "cultural gene" of the brand can we lay the foundation for the high-quality development of the enterprise and the revitalization of the Yujiu industry.
Source | Sugar & Wine Newsletter (ID:tjkx99)