On August 15, Yangshao Liquor brand film officially landed on CCTV-1.
Yangshao brand feature films focus on the culture, values and rising power behind a brand. The brand feature film takes the root of Chinese civilization as the origin, blends ancient and modern, reflects the profound heritage of Yangshao culture, the long history of Yangshao wine culture, and how Yangshao wine industry inherits and carries forward Yangshao culture, innovates brewing technology, and integrates the profound heritage of Yangshao culture into a glass of pottery wine, which can be passed down from generation to generation in one drink!
Following the signing of strategic cooperation with "Big Country Brand" at the brand upgrade conference in August 2022 and officially selected as the "Brand National Team", Yangshao Wine has embarked on the road of brand advancement and accelerated the release of brand potential.
From Chinese pottery fragrance to big country brand
Make the leap to your brand
From Yangshao culture to Chinese pottery, it is the background color of Yangshao brand.
"In 1921, the source of civilization in the vast Chinese summer regained its brilliance."
The Yangshao culture, which has a history of 7,000 years, was first discovered in Yuchi County, Sanmenxia, which is the first ray of Chinese civilization and the main root of Chinese culture. Yangshao wine is produced in Yuchi County, and it not only has the same surname and name as Yangshao culture, but also has the same root.
In 2008, Yangshao Painted Pottery Workshop was officially listed, and Chinese pottery fragrance was born - "extracting the essence of nine grains, combining three curves together, creating four pottery processes, integrating the strengths of multiple fragrances, and brewing a unique style of pottery and melting liquor". Yangshao Liquor's original aroma type is named "Chinese Pottery Rongxiang", featuring "eclectic and self-contained", which has attracted a lot of attention inside and outside the industry. As the brand slogan of Yangshao Painted Pottery Workshop says, "Tao Xiang China, Heaven and Earth People", Chinese Tao Rong Xiang Baijiu has embarked on a road of Tao Rong China and fragrant world.
From Chinese pottery fragrance to big country brand, it is the advancement of Yangshao brand.
Since entering the market, Yangshao Caijiu has shown strong growth resilience, rapidly expanded its brand power in a relatively short period of time, gained a high degree of market awareness and consumer awareness, and promoted the company's revenue to achieve a leap from small to large, and even 3 billion in revenue.
The positioning of Yangshao brand has been continuously upgraded, from "to Henan, drink Taoxiang" to "love Henan, drink Taoxiang", and then to enter the national liquor market with Yujiu's representative business card. In August 2022, Yangshao Liquor completed the brand strategy leap from cultural liquor to high-end cultural liquor, and Yangshao brand started a new journey.
CCTV "Big Country Brand" is an important display window of the brand, influential brand communicator and shaper, Yangshao Liquor signed a strategic cooperation with it, which means that Yangshao has been selected as the "Brand National Team" since then, with the new image of the big country brand, the professional influence and credibility of "Big Country Brand", convey the strong voice of the "high-end cultural liquor" brand, and show the value, culture, and image of Yangshao brand to China and even the world.
Concentrate on brand height, breadth and depth
Help brand power
Brand building is crucial for an enterprise to continue to grow bigger and stronger.
First, China is in the best opportunity period to build a strong brand country. The "Outline for the Construction of a Quality Power" pointed out that by 2025, greater progress should be made in brand building, and brand leaders with excellent quality and distinctive characteristics will continue to emerge, forming a large number of Chinese brands with excellent quality and obvious advantages.
Moreover, under the general trend of consumption upgrading, the liquor industry has shown a trend of centralization, high-end, quality, branding, etc., and the brand has become an important weight for wine companies to win the market competition.
Driven by a clear strategic positioning and vision mission, Yangshao Liquor strengthens the brand positioning of "high-end cultural liquor banner", starting from the depth, height and breadth of the brand, and constantly thickening the brand equity.
In terms of brand depth, Yangshao Liquor Industry is based on the brand positioning of "cultural liquor", continues to explore the cultural connotation of Yangshao, deeply cultivates the cultural liquor track, and creates the "great beauty Yangshao, blossoming China" IP, "Chinese wine song, starting from Yangshao" IP, Dragon Boat Festival IP, sorghum cultural festival IP, etc., it is worth noting that Yangshao Caijiu Wine exclusively titled the China Economic Lecture Hall, and jointly interpreted "Seeing the Sun's Temper" has been broadcast on August 6, building a Yangshao brand cultural ecosystem and establishing a new cultural liquor brand image. Become a benchmark for Chinese cultural liquor enterprises.
At the height of the brand, Yangshao Wines held activities such as "Yujiu Culture Tour", "Sun Feast" and "Brand Promotion Meeting", and built a three-level experience scene of Yangshao Winery, Experience Center and Cultural Experience Hall, displaying Yangshao's brand story in a three-dimensional manner and demonstrating the long-term commitment and patience of strengthening brand building.
In terms of brand breadth, Yangshao Wines pays attention to the improvement of market voice and influence, deeply cultivates Henan, steadily develops Beijing, Xi'an and other markets, enters the Xiangyang market in Hubei, lays out the Yangtze River Delta and Pearl River Delta regions, continuously enhances the market influence and penetration of the brand, and builds brand competition barriers for the development of enterprises.
"Inherit the light of civilization and revel in the charm of the East." Yangshao Liquor continues to break through and surpass itself in brand building, puts brand building in a more prominent and important strategic position, constantly strengthens brand personality and brand tension, and becomes a shining brand business card in China's liquor industry. This time, we will join hands with "Big Country Brand" to land on CCTV-1 to tell Chinese brand stories, spread Chinese brand value, promote the construction of a quality power, and let the world see the power of "big country brand".