Author | Li Yu
This year's taste is getting stronger and stronger in the aroma of Furui Gong wine. "Over the New Year, drink Gujing, watch the Spring Festival Gala", Gujing Gongjiu has always taken "Chinese New Year Culture" as the core brand theme, and has become the vane of the "New Year atmosphere" of Chinese liquor for many years, and an essential element of Chinese New Year taste.
This year, starting from November 2022, a series of "New Year Taste Actions" of Gujing Gongjiu have been detonated one after another, and the dots are connected into lines and lines, gathering for the world-renowned "Light Up Chinese New Year's Eve Challenge Guinness" Chinese New Year Culture Large-scale Tour, through three major celebrations and multiple activities, to promote the Chinese New Year taste of the global Chinese, play the "strongest sound of New Year wine", and present the "New Year Taste Gala".
01. South + North, contribute Chinese New Year wine to the Chinese
The "Light Up the Chinese New Year's Eve, Challenge Guinness" Chinese New Year Wine Culture Tour is divided into two venues, the "Oriental City" Shanghai, the south, and Harbin, the "Ice and Snow City", as the north. And respectively, they planned and promoted creative events integrating check-in landmarks, top IP, and performance art.
The Shanghai venue, held at the Shanghai World Expo Museum, joined hands with the Guinness World Records, Gujing Gongjiu shaped the world's largest "Chinese New Year's Eve" lantern matrix; The Harbin venue, in the "longest pedestrian street in Asia", created the phenomenon of "Futu Offering Wine" giant snow sculpture, it is understood that the offline scene alone has triggered tens of millions of self-transmission.
Carving snow sculptures is the most suitable form of entertainment in the ice and snow season, and lighting lanterns is the most traditional way to bless the New Year, Gujing Gongjiu is interpreted in an innovative way and promoted to the world stage, allowing the world to see the charm of the Chinese New Year culture and the inheritance of the Chinese wine culture.
Lantern red, Chinese red, ancient well fragrance, strong taste of the year. The shaping of these two IP images also announces to the Chinese people and the Chinese people in the world that the culture of "Chinese New Year Wine" has landed, and Gujing Gong Wine is contributing to the new era artistic conception for the thousand-year-old New Year wine culture, and has become the "Chinese New Year Wine" in the hearts of every Chinese.
02. Domestic + foreign, tell Chinese stories well for the world
In addition to Shanghai and Harbin, during the warm-up phase of the event, the city branch also visited domestic cities such as Zhengzhou, Shenzhen, Nanjing and Wuhan, as well as overseas cities such as Paris, Tokyo, Berlin, New York, Seoul, Tokyo, Macao, Paris, Kuala Lumpur, the Philippines, Thailand and other overseas cities, presenting a wonderful Chinese New Year cultural intangible cultural heritage experience and wine tasting, and gathered wonderful Chinese blessing moments.
As we all know, although Chinese baijiu is the world's six largest distilled spirits, it has been waiting to be developed in terms of overseas market volume and category awareness. Therefore, who can make Chinese liquor fragrant in the world and who can make Chinese liquor famous overseas is a great contribution to the development of China's liquor industry and the promotion of Chinese culture.
"Made in China, fragrant in the world" is the brand vision of Gujing Gongjiu for decades. The Chinese New Year culture is an important entry point for it to realize its brand vision. The New Year is not only a festival for every Chinese person, but also the emotional bond of Chinese people around the world, but also the image totem of Chinese culture, so with the help of the power of global Chinese and the penetration of New Year culture, Chinese liquor can obtain a broader overseas space.
03. Online + offline, to deliver Chinese New Year blessings for ancient fans
At the same time as the offline tour of "Light Up Chinese New Year's Eve Challenge Guinness", Gujing Gongjiu also upgraded the online interaction of "Light Up Chinese New Year's Eve" in previous years, so that all Chinese people no matter where they are, can not only see the global live broadcast of the event, but also participate in the event and win the Guinness World Record Booster Award.
The "Light Up the Chinese New Year's Eve" Jifuka activity, launched in 2021, has hundreds of thousands and millions of ancient fans every year. This year's event is still ongoing, as long as you enter the Furui Member Center and collect 5 kinds of Fuka "Point", "Bright", "Nian", "3" and "10", you will have a chance to receive high-value limited annual gifts such as "Chinese New Year's Eve Year of the Rabbit" and "20th Year of the Rabbit".
At the same time, Gujing Gongjiu also cooperated with top platforms such as Douyin and Zhihu to create a variety of cultural experience activities. For example, it joined hands with Douyin to create a New Year's national task and share a cash prize of 200,000 yuan; In cooperation with "Zhihu City-Anhui", a quiz activity with prizes was carried out to "celebrate the New Year, drink ancient wells, and watch the Spring Festival Gala", and the traffic and popularity set a new high in New Year activities. On the TV side, CCTV1 Gujing New Year customized promotional video and "Family Banquet" fourth season promotional video were also released simultaneously, multi-channel, multi-form, multi-touch, increasing the atmosphere of the Chinese New Year and delivering fan New Year benefits.
In the offline part, Gujing Gongjiu sends blessings to consumers in the form of cash red envelope feedback. During the Spring Festival, all purchases of vintage puree products with "bottles and bottles with surprises" activity box stickers will have ordinary cash red envelope benefits, and additionally have "Spring Festival Fuka" benefits, and if there are words such as "Great Exhibition" and "Wishing you prosperity" after scratching, they will immediately enjoy 999 yuan, 888 yuan and other gifts of cash.
It can be said that regardless of at home and abroad, north and south, online and offline, this Gujing Gongjiu "Light Up Chinese New Year's Eve Challenge Guinness" Chinese New Year Wine Culture Large-scale Tour, using diversified traditional + creative forms, presents a great party of time and space for Chinese people around the world.
With the promotion of Gujing Gongjiu's "Chinese New Year Culture", "celebrate the New Year, drink Gujing, and watch the Spring Festival Gala" has become a New Year saying that sings the north and south of the river. Approaching the Chinese New Year's Eve, "Light up the Chinese New Year's Eve, challenge the Guinness" Chinese New Year wine culture large-scale tour is about to usher in a climax, the annual Spring Festival Gala is kicking off, this year Gujing Gongjiu is still in CCTV Spring Festival Gala, Anhui Satellite TV Spring Festival Gala, Jiangsu Satellite TV Spring Festival Gala to achieve "three linkage", in the context of this tour activity, this Spring Festival Gala, Gujing Gongjiu and what kind of surprise? We'll see.