Baijiu Aesthetics Synaesthesia Series Vision, Theme: "Water"
For today's liquor companies, aesthetic construction is to reach the other side of the brand and cannot bypass the endless lake. The shaping, production and transmission of aesthetics is the key to forging core competitiveness and obtaining market niches, and aesthetics has long been condensed into a dewdrop that drips down from the initial leaf petals of the fashion and art industries, and ripples in the world's mainstream economies.
According to the German scholar Gernot B hme, the earliest proposer of the concept of "aesthetic economy", "The aesthetic economy is an advanced stage of capitalist economic development, and the aesthetic value of commodities is no longer used as embellishments or appendages, but is itself the core of economic organization and operation." "Aesthetic elements are like the infinite changes of water, from the lightness of sliding over the surface of the commodity to flowing into its spiritual core, the invisible existence of aesthetics is full of variables and expectations.
How to depict the relationship between economy and aesthetics, individuals and liquor, may be more accurate in analogy with the connection between "things" and "spirits", that is, the spirituality of aesthetics opens the gap between dense clouds, so that the light of liquor brands pours out to the silver lake of the market. Whether it is aesthetics or the soul component of liquor, only the most spectacular "water" in the world can be vividly interpreted in natural matter, because water itself is a natural art.
Bird's eye view of the long history of Chinese wine history, you will find that since ancient times, the major wineries are next to natural rivers or artificial canals for transportation and trade, and the brewing of fine wines also needs natural and high-quality water, so usually the wineries are located in the natural beauty of the mountains and rivers. "Good as water, water is good for all things without dispute", the beauty of liquor is conceived in the context of the East, from the initial light posture of life to the purity of natural matter again and again, the spirituality of wine has not been trapped in any container and place, it is itself the dwelling place of the soul.
Beauty is synaesthesia, the world's mainstream economy is experiencing the most extensive aesthetic process, aesthetics as a film of water that has been covered on the surface, constantly infiltrated with the traditional economic model, from the allocation of resource elements and people's consumption methods through the flow, aesthetic thinking is reconstructing modern business logic, but also quietly changing consumers' aesthetic needs for liquor, from demand to scene, from experience to imagination are all impregnated by aesthetic consumption.
The mutual penetration between aesthetics and economy has made Chinese liquor brands continue to flow in the broad and profound traditional culture, and the design packaging paper cuts the glimpses of thousands of mountains and rivers and pavilions, which seems to be rushing in Vientiane, but it is the same.
Among them, we see that the vast majority of brands are numb and self-touched with the "old robes" of class taste and consumption style symbols to dialogue with consumers, and are consistent in keywords such as "inheritance", "power", "time", "hometown", etc. In the eyes of consumers, Chinese liquor seems to have only a few brands, because they have excellent consistency from the naming logic to the packaging design.
I would like to ask whether the brand departments of Chinese liquor companies and industry brand consulting companies are leading by example to fully carry forward the tradition of "sharing is the great virtue of our Chinese nation". Stepping into any large-scale tobacco and alcohol store, the ocean of red and gold intertwined in the face, so that consumers can really feel what is called "dazzling", according to the decades of fanatical worship of "golden splendor" design trend in the future, whether you need to prepare or post a notice of "wear sunglasses, better experience" before entering the store.
Chinese liquor brands are losing their creativity, and the barren and solidified level of humanistic and artistic cognition plus the natural resistance of young and flowing blood to the "daddy culture" of the liquor industry has made liquor ignite the long lamp of quality of life and begin to be afraid of the wind. Baijiu aesthetic ultimate life surge should not be manifested with the help of any external medium, it does not need light, nor does it need fire, it can be from the spiritual world of traditional Chinese culture through the stream, across the pool, running in the river, tengyu waterfall bloom its life beauty, that is the ultimate thing should be the life posture, is the joy of life, the future of the wine industry only the ultimate "species" to have a place to live.
Around the growing aesthetic needs of consumers, many liquor companies have begun to explore and study the aesthetics of product style, appearance design, consumption scenes and marketing links, as well as the internal tonality of the brand, that is, the aesthetic structure composed of the beauty of external modeling design, the beauty of internal style harmony, the beauty of organic whole and the beauty of inheritance and innovation. As a result, we can find a small number of liquor brands in the market that have a clear self-awareness and a unique aesthetic soul, and before tasting, they can "see" the purity of the fragrance, "touch" the delicacy of the sauce, and "hear" the sweetness of the strong fragrance.
Liquor under different aesthetic brewing processes is not confrontation and separation, just as the aesthetic economy itself is a comprehensive discipline that converges into society, culture, humanity, history and art. Whether it is a practical aesthetic that focuses on practical values or a life aesthetic that focuses on the aestheticization of daily life, their eyes are full of human sensibility and agility, as well as the softness and warmth of the state of life.
The aesthetic economy transcends the development forms of the traditional economy of "top-down" and "water flowing to the low place", and advocates the organic unity of practical and aesthetic coexistence, symbiosis between products and experiences, and the dependence of "things" (materiality) and "spiritual" (spiritual) values. The trend of aestheticization has made the liquor industry enter the stage of differentiation and creative competition, from the national economic strategy to the industrial development policy, from design, research and development, production, manufacturing, marketing, circulation, sales, after-sales, etc., aesthetics flow to the whole life cycle of liquor products and brand services, multiple folding space and time, giving aesthetic diversity and uniqueness, in this position the breath of life and vitality wander freely.
Commodities with design and cultural attributes should have their own spiritual core and philosophical ideas, water is like wine, just like blood is to people, it is an integral part of the beauty of life. Ethereal and breathable medium state makes it run through the entire aesthetic ecology, like breathing natural attention to personal feelings and each other's freedom, liquor aesthetic light and shadow vividly reflect the overall situation, history and group, but also water and light blending wrapped in individuals, present and details.
Self-consciousness and persistence, design and planning, because of the depth of self-examination and have touching details, the expression of the art of life breaks the pastime privilege that has been limited to a specific class since the birth of aesthetic appreciation, and completely reveals the rich connotation of aesthetic experience to everyone involved in production and consumption, and composes the aesthetic expression of self-life while watching.
The enterprise is defined by the people who are condensed in it, by their aesthetics, emotions, experiences, perceptions blended, just like the liquor itself is different from the freeness of water, its affection, lust and nostalgia, in the place where it flows, it is more willing to make a short stop, because it remembers the name of every "thing" and "spirit" involved in the course of its life.
When we see the waves of each new brand and new product, see the new tide of every new aesthetic and new concept, those who do not see the water phase, but listen to the sound of the flow, do not look at the rivers, but smell the appearance of the times, which is surging in the dark, but rushing to the future.
The world's largest aesthetic consumer market is on the rise,
The imagination of liquor, the experience of liquor, the aesthetics of liquor,
It is defined by you to see it, it is defined by you.