National tide × national wine, and there is a new expression of rice wine?
Wen | Cloud Wine Team(ID:YJTT2016)
When the annual explosive "Only This Green" meets the yellow wine dragon head Guyue Longshan, what kind of sparks will burst out?
On April 9th, China Oriental Performing Arts Group and China Shaoxing Yellow Wine Group held a strategic cooperation signing ceremony in Beijing, and released the dance poetry drama "Only This Green" and the joint product of Guyue Longshan, "Only This Green, Only This Jade".
Song Shuyu, chairman of the China Liquor Industry Association, Xu Mingguang, former vice mayor of Shaoxing Municipal Government and president of Shaoxing Yellow Wine Industry Association, Xu Dongliang, deputy secretary of the Party Committee of China Shaoxing Yellow Wine Group Co., Ltd. and general manager of Zhejiang Guyue Longshan Shaoxing Wine Co., Ltd., Lu Danlin, member of the party committee and deputy general manager, Jing Xiaoyong, secretary of the party committee and chairman of the board of directors of China Oriental Performing Arts Group, Gao Ai, general manager and deputy secretary of the party committee, Zhang Han and Wu Yuting, the leading actors of "Only This Green", and Pan Sha, a young singer from Shaoxing, attended the press conference to witness the cooperation.
Sun Aibao, secretary of the party committee and chairman of China Shaoxing Yellow Wine Group, and Meng Qingyang, the leading actor of "Only This Green", also sent video messages.
"Green green" and "green jade", a national tide, a national brew, or will become the new IP of the rice wine industry.
Yes, the name of this wine has 8 words
"Only this green only this green jade", this 8-character, literary and artistic product name, may not find a second in the wine industry.
Chinese New Year's Eve night, the dance and poetry drama "Only This Green" jointly launched by the Palace Museum, China Oriental Performing Arts Group and People's Network not only surprised the Spring Festival Gala of the Year of the Tiger, but also touched the people of the whole country.
On the second day of the first lunar month, Sun Aibao's WeChat circle of friends has one more dynamic, and is accompanied by 6 pictures: the first 3 are the Spring Festival Gala performance photos of "Only This Green", and the last 3 are the product photos of The Ancient Yue Longshan "National Brew 1959 Green Jade", with a sentence in the text, "Thousands of miles of rivers and mountains, only this green; millennium national brew, only this green jade."
The fate of green and jade was buried early in this way: a song dynasty aesthetic outstanding work "Thousand Miles of Rivers and Mountains" with China's excellent traditional culture as the starting point; a thousand years of national brewing as the soul, inheriting and carrying forward the Shaoxing rice wine brewing technology, which is the embodiment of the power of Chinese culture and national brand.
▲Song Shuyu
For the cooperation between the two, Song Shuyu described it as a "marriage", and there was a feeling of "seeing each other and hating late". "Both are national enterprises, both shoulder the responsibility of promoting Chinese culture, and have their own unique advantages and cultures." It is expected that the two sides will empower each other and achieve each other in the future, and launch more joint models that represent Chinese culture and make consumers like. ”
Sun Aibao used the "four fates" to express the fate of this cooperation.
▲Sun Aibao
"There are reasons to meet thousands of miles, there are reasons to meet for thousands of years, there are reasons for the essence of the country to meet, and there are reasons to live to meet." In his view, "A Thousand Miles of Rivers and Mountains" is one of the top ten famous paintings in China, Shaoxing yellow wine is a Chinese millennium national brew, the two have a similar temperament charm, but also a classic condensed over the years, behind which there are Chinese aesthetic tastes and values, and at the same time, through innovation empowerment, it has been given new connotation and vitality.
According to Lü Danlin, the wine is packaged as a blue-green Chinese porcelain bottle, which contains 20 years of Chen Shaoxing handmade yellow wine from the central wine warehouse of Guyue Longshan, with glutinous rice from the green base, liquor and medicine passed down from generation to generation and Jianhu water as raw materials, using the ancient brewing process, which lasted more than 280 days, only one season a year, and needed to go through a long period of time before being sold.
"Only this green only this green jade" is worthy of the name, unique quality and sense of value, and "only this green" resembles a god.
A new expression of the ancient Yue Longshan
Xu Mingguang used "the combination of Chinese painting and national brewing, and the national tide empowers the national essence" to describe this new product, and threw out a big topic: "In the new era, how to tell the story of Shaoxing rice wine, so that more consumers can accept and like it?" ”
In his view, "only this green only this green jade" is a good way of dissemination, "green jade" and "green" hand in hand, mutual empowerment, and jointly tell the story of Shaoxing rice wine and the story of China.
Chinese painting and national brewing are the essence of the country, "Only This Green" has stimulated the audience's full of Chinese cultural self-confidence and become a national tide, and since ancient yellow wine is the yeast of culture and art, "the cooperation between the two will definitely complement each other, complement each other, and promote the rejuvenation of the national essence", Sun Aibaoru said.
▲Jing Xiaoyong
Jing Xiaoyong also said that the cooperation between China Oriental Performing Arts Group and Shaoxing Yellow Wine Group is the best combination of national essence culture. He said, "Rice wine is the most storied wine in China, and Guyue Longshan is a national brand that everyone likes." The cooperation between our two families reflects the cultural self-confidence and road confidence, in the future, where we will perform "Only This Green", where the ancient Yue Longshan will accompany us, we will jointly promote the national culture and promote our joint brand."
Although Shaoxing rice wine has a long history and profound cultural heritage, its consumption area and cultural popularity are still concentrated in Jiangsu, Zhejiang and Shanghai. In recent years, Guyue Longshan has launched the "More Wine in the World", actively carrying out cross-border marketing at the cultural level, and cultivating the consumption habits of Chinese people for rice wine with the help of the national recognition of partners.
▼ Click on the video to see "only this green only this green jade"
The national tide × national brew, "only this green only this green jade" is the new expression of the ancient Yue Longshan.
The three dancers of "Only This Green" also expressed their views and visions on the new expression of "Green Jade" from the creative experience.
Meng Qingyang hopes to interpret the brewing of rice wine and the charm of rice wine in the form of dance, arouse people's yearning for "nationally brewed yellow wine", respect for winemaking ingenuity, and establish an emotional link between traditional culture and modern life;
Zhang Han believes that Chinese painting and national brewing are rooted and sprouted in the rich soil of traditional culture, and grow up in the watering of all people's hearts;
Wu Yuting also said that shaoxing rice wine brewing technology has been passed down for more than 7,000 years, just like the persistence of green and green, and the two work together to complement each other.
Pan Sha, who grew up in Shaoxing, has long been accustomed to the aromatic atmosphere of the elders of the family who have a cup of Guyue Longshan yellow wine every day. This time for the hometown brand platform, she also sent her own blessings, "I wish that our art and our rice wine, through cultural innovation, can further make the people of the whole country like, to the country and even the world." ”
In the name of culture
Li Zhenjiang, senior researcher of Yunjiu China Liquor Brand Research Institute, partner of Hejun Consulting and director of the liquor business department of Hejun Consulting, believes that cross-border marketing to create an IP matrix is one of the effective ways to help rice wine go to a broader market and return to the public vision.
Before "only this green and only this green jade", Guyue Longshan also cooperated with Zhong Xuegao to launch the "Yellow Wine Green Plum Ice Cream". In this regard, Li Zhenjiang analyzed and pointed out that Guyue Longshan and Zhong Xuegao are both domestic brands, one is traditional enough, one is trendy enough, and the collision of two different cultural attributes deduces product innovation that is differentiated from content to form.
In the same way, holding hands with "Only This Green" is also to dig deep into the brand value with a new perspective and a differentiated form of expression to meet the aesthetic value of mainstream consumer groups.
As Sun Aibao mentioned in the video, "this time Shaoxing Huangjiu Group and Oriental Performing Arts Group two industry benchmarks joined forces to dig deep into the core value of cultural IP through cross-border integration and cultural empowerment, explore more emotional links between rice wine and modern consumers, jointly promote the traditional excellent culture to go deep into life, and strive to create a new wave of domestic classics."
Consolidating brand value, creating the emotional value of products, and establishing deep emotional links with consumers have always been the direction of Guyue Longshan's efforts.
Not long ago, Guyue Longshan also proposed for the first time to benchmark the head brand of liquor, beer and wine, saying that it is necessary to work brand marketing, use science to shape quality, and deeply create brand value based on Chinese culture. In the past month, "only this green and only this green jade" was officially launched, and its determination and action to build brand culture can be seen.
Tian Zhuopeng, senior researcher of Yunjiu China Liquor Brand Research Institute and chairman of Zhuopeng Strategic Consulting, once predicted that "Sinicized" cultural marketing will be a super outlet in the next decade.
If the "green jade" with Chinese cultural genes can be a hit, in the name of culture, Guyue Longshan will open up a new pattern of nationalization of rice wine.
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