Text/Yangcheng Evening News all-media reporter Huang Ting
Photo/Courtesy of respondents
On March 12, 2022, the 2022 Thanksgiving Day Wang Laoji Rejuvenation Project and the Three Dolls Brand Value Evaluation Information Conference were held in Guangzhou. Yangcheng Evening News all-media reporter learned from the scene that Wang Laoji will create a precedent in the domestic FMCG industry, Land Highstreet World, and build a ji cultural base, becoming another important carrier for "Ji culture" to enter the meta-universe in an all-round way.
2022 312 Thanksgiving Day Wang Laoji Rejuvenation Project and Three Dolls Brand Value Assessment Information Conference Site
Whether it is the Landmark Meta-Universe platform, the release of digital collections into the Meta-Universe, or the cross-border sponsorship of e-sports teams, it is Wang Laoji's pioneering and attempt at brand rejuvenation and digitalization. In recent years, Wang Laoji, the ancestor enterprise of herbal tea with a history of 194 years, has deeply excavated the connotation of "Ji culture", becoming the first enterprise in the traditional FMCG industry to explore the metaverse with culture, and actively seeking a point of convergence with young people, and brand communication has successfully broken the circle to reach young consumer groups.
Take the lead in exploring the metaverse with culture
As the metaverse has become the most concerned outlet at present, many physical enterprises at home and abroad have accelerated their layout, and measures such as establishing another "parallel world" in the virtual space and launching digital collections have become the mainstream gameplay of metaverse marketing.
At this project launch, Wang Laoji will land on the Highstreet World meta-universe to build a Ji cultural base. It is understood that Highstreet World has partnered with many international brands to build its meta-universe world, each of which contains the user's house and real estate. The construction of the WanglaoJiji Cultural Base will be conducive to spreading the traditional Chinese "Ji culture" and leading the "Ji culture" into the metaverse and the world.
In terms of digital collections, following the launch of the "Baijiahe" surname series of digital collections during the Spring Festival of the Year of the Tiger, Wang Laoji will take advantage of the victory to launch the digital collection of the "Jihu" head of the meta-universe. Wang Laoji's IP character Xiao Ji, wearing a traditional Chinese head costume - tiger head hat, holds twelve constellation pictograms, and vividly expresses digital, technology, and "Ji culture". The "Jihu" head makes the auspicious meaning of traditional culture merge with the cosmic constellation, opening up a broader space-time and space, and seamlessly connecting with the meta-cosmic era.
At that time, Wang Laoji will launch the digital collection of "Jihu" avatars through the Ali auction platform and conduct a public auction online. Due to the use of blockchain technology, the "Jihu" avatar digital collection has a unique identity and ownership information on the blockchain, which cannot be stolen, and once the user obtains it, it is equivalent to owning a unique and non-homogeneous digital asset.
It is understood that the digital collection is an important entrance for Wang Laoji to open the parallel of virtual and real time and space. During the Spring Festival in 2022, Wang Laoji and Ali launched the "Baijiahe" digital collection, which received widespread attention from all walks of life as soon as it was launched, was warmly sought after by the majority of collectors, and caused heated discussion among young consumer groups, successfully taking the first step of Wang Laoji's entry into the meta-universe.
From the "Baijiahe" digital collection to the "Jihu" head digital collection, Wang Laoji's meta-universe related products without exception have a deep imprint of "Ji culture". For example, the first batch of "Baijiahe" digital artworks contain 100 surnames, and their concept comes from the integration of national brands and traditional surnames, with the figurative Chinese surname culture as the core element, injecting the beautiful wish of "Ji culture". Another example is the "Ji Hu" head design to take the meaning of "lucky luck pro-gate, rich and noble yingmen", integrating the elements of the twelve constellations of the universe, and promoting "auspicious culture" in a fashionable and trendy way.
The cross-border e-sports industry integrates into the young group
At present, the characteristics of the segmentation of young people's circles are becoming more and more obvious, and the attention is becoming more and more fragmented, and major brands pay more attention to young marketing scenarios such as e-sports, live broadcasting, and secondary elements. Therefore, in addition to continuing to cultivate the meta-universe, Wang Laoji also signed a contract with Weibo to sponsor the Beijing WB King Glory Team to compete in the King glory Weibo Cup.
Esports is becoming an emerging cultural symbol that will influence a generation. According to the data, from 2018 to 2020, the overall market size of China's e-sports climbed from 89.5 billion yuan to 147.4 billion yuan, and it is expected that the market size will reach 215.7 billion yuan in 2022; China's e-sports users are mainly male, concentrated under the age of 30, accounting for nearly 80%.
What kind of "chemical reaction" will occur when the trendy e-sports industry meets Wang Laoji, who is cool and hot? The reporter learned that Wang Laoji will link up the Weibo team (Beijing WB King Glory Team), the event (King Glory Weibo Cup), and grassroots e-sports full-ecological marketing, through the team cooperation to occupy e-sports assets, release brand influence through events, and lead Wang Laoji to infiltrate e-sports marketing.
Pang Hui, vice president of Wang Laoji Pharmaceutical, and Zeng Rong, general manager of Weibo South China Brand, presented a group photo of the team's signature team uniform
In order to better integrate into the young group, Wang Laoji's cross-border marketing in the field of e-sports is quite forward-looking. Since 2017, Wang Laoji has repeatedly joined hands with the World Electronic Sports Games (WESG) to create an e-sports feast, marking that Wang Laoji has opened a new field of experimentation in sports marketing and stepped onto a larger stage of sports marketing.
In cross-border marketing, Wang Laoji deeply integrates the brand concept with the attitude of young people. For example, a series of personalized packaging designs such as "Cute Box Chapter", "Wild Chapter" and "Dialect Pack" were launched, and the rap pop-up video of "Dialect Unbridled" was launched for the new packaging of its dialect cute box, and the "fashionable and cold" Wang Lao JiZun herbal tea plant drink was launched on the product. (For more news, please pay attention to Yangcheng Pie pai.ycwb.com)
Source | Yangcheng Evening News Yangcheng Pie
Editor-in-charge | Li Zhiwen