Rongzhou Netnews (He Fang, Gao Xuebing): On September 20, Wuliangye made a wonderful appearance as a global strategic partner of the "Golden Panda Award", using wine as a medium to promote civilizational exchanges and mutual learning; On the 24th, the 2023 Wuliangye Cloud Mid-Autumn Festival theme flight made its first flight to Qingdao, Shandong, highlighting the harmonious charm and colorful charm of Sichuan wine; On the occasion of the Mid-Autumn Festival traditional festival, Wuliangye will join hands with CCTV Mid-Autumn Festival Gala to invite Chinese people from all over the world to share the Mid-Autumn Festival.
Brand co-branding is becoming a new trend of "aesthetics". Wuliangye, the leading liquor in China, actively explores the path of brand innovation, drives the enhancement of brand value, and is promoting the creative transformation and innovative development of China's excellent liquor culture with a strong joint brand, setting off a wave of "harmony and beauty" while promoting Chinese and American culture.
The three joint IPs show the style of "strong country fragrance"
In September, the autumnal equinox and the Mid-Autumn Festival run through it, full of the joy of harvest and reunion. As the inheritor and promoter of China's excellent traditional culture, Wuliangye and the three major brands went in both directions, interpreting the traditional aesthetics of "harmony and difference, beauty and commonality" with high-profile joint models, bringing Wuliangye's customized blessings and romance this September.
Civilizations communicate through diversity and develop through mutual learning. In the first "Golden Panda Award" selection event held on September 19-20, Wuliangye, as a global strategic partner, made a wonderful appearance in this national international communication highest award, fully supporting and deeply integrating into the main activities such as the Golden Panda Festival, Golden Panda Night and related supporting activities such as "Everyone Watch Movies Together", adding a different style to this art event with the strong flavor of Chinese liquor, and helping global art civilizations learn and appreciate each other.
"The world appreciates the Mid-Autumn Moon together, and the poet of the wine club has a long meaning." In order to celebrate the Mid-Autumn Festival, Wuliangye carried out a variety of activities. At 11:40 on September 24, Wuliangye and Sichuan Airlines jointly created the 2023 Cloud Mid-Autumn Festival Wi-Fi theme flight from Chengdu to Qingdao. As the first themed painted Wi-Fi aircraft in China, the fuselage is painted with a new "Wuliangye" theme painting, and the cabin is specially arranged, mooncakes are prepared, and through "flying flower order", interactive lottery and other activities, to create a happy and warm Mid-Autumn Festival atmosphere.
On September 29, the Mid-Autumn Festival, Wuliangye will deeply participate in the 2023 CCTV Mid-Autumn Festival Gala (hereinafter referred to as CCTV Autumn Gala) as the "2023 Central Radio and Television Corporation's Mid-Autumn Festival Gala 'Hemei Gift' Interactive Partner", and join hands with CCTV's autumn evening interactive platform CCTV to bring hundreds of millions of yuan of "harmonious gifts" to global Chinese and share the "Hemei" Mid-Autumn Festival Night with Chinese around the world.
Baijiu has both material and spiritual properties, and is the most cultural symbol product in special consumer goods. Wuliangye co-branded three top IPs to show the "strong fragrance of big countries" and beautiful style, explore the multi-level and multi-dimensional charm of baijiu, and lead the new aesthetics of consumption.
Unite brands to create a feast of harmonious and beautiful culture
Co-branding is becoming a new trend in brand development. Wuliangye is ingenious, deviating from conventional food and beverage products, and has achieved a higher level of cooperation with "Golden Panda Award", Sichuan Airlines and CCTV Autumn Gala to achieve spiritual resonance and value fit, bringing a cultural feast of inclusiveness and beauty and a long aftertaste.
Both giant pandas and Chinese liquor are characteristic products of the Bashu region and the land of China, and are important messengers of interpersonal exchanges and friendship between China and the world. In the Golden Panda Night event, Wuliangye took "Alpine Flowing Water Meets Acquaintance" as the theme, and built the oriental charm of "Qushui Liuyu, Poetry and Wine Elegant Rhyme", which not only contained the blessing of the deep friendship of "Alpine Flowing Water" in the Chinese and foreign art circles, but also conveyed the firm determination to use wine as a medium to tell the story of cultural exchanges and mutual learning between China and foreign countries in the new era.
The hit of the movie "Captain China" made the "hero flight" Sichuan Airlines a household name, and Wuliangye, as a Sichuan wine leader, was also highly praised for its excellent quality and profound heritage. The two "Sichuan Business Cards" joined hands to send passengers blessings and ultimate travel experience in the cloud during the Mid-Autumn Festival, which is a new attempt of the brand to cross the border, and also conveys the belief and mission of creating a beautiful life for consumers. It is reported that Wuliangye and Sichuan Airlines will continue to carry out themed activities during the traditional festival, and will also customize joint cultural and creative products to explore more ways to open "fine wine + aviation" and help more innovative transformation of traditional culture.
China Central Radio and Television Station is committed to promoting national brands and Chinese culture to the world, and Wuliangye, as a typical representative of national brands, has always been committed to promoting Chinese traditions and beautiful culture. The 2023 CCTV Autumn Gala will be held in Yibin, the birthplace of Wuliangye, and Wuliangye will work with CCTV to tell the story of Wuliangye and China, convey the charm of liquor culture and beauty culture, and cultivate cultural self-confidence.
Industry insiders said that there are many co-branded brands at present, and Wuliangye can stick to its original intention, be brave in innovation, and create a variety of co-branded models that enhance brand value and promote cultural spirit, further demonstrating the insight, forward-looking and responsibility of leading enterprises.
Carry the road with wine, rejuvenate the culture, bravely undertake the mission of carrying forward culture
In the era of globalization, with the deepening of ties between countries and the further strengthening of the integration and collision between different civilizations, safeguarding cultural diversity and promoting exchanges and mutual learning among civilizations have become important propositions of the times. Wuliangye always adheres to the value proposition of harmony and beauty, uses wine to carry the way, prosperous culture according to wine, and convey the spirit through wine, telling Chinese stories well, showing China's image, and bravely undertaking the mission of the times of cultural promotion.
Art works are an important carrier of dialogue between civilizations, Wuliangye actively supports all kinds of literary and artistic activities that stimulate positive energy, has successively sponsored excellent film works such as "Eighteen Cave Village" and "Red Star Shines on China", supported and participated in the Golden Rooster Award, titled "Chinese Writer" Yang Hansheng Screenplay Award, Tomorrow Sculpture Award, Chinese Young Writer Award and other literary and artistic projects, and promoted exchanges and dialogues between different civilizations and cultures with fine wine, the universal language of wine.
At the same time, Wuliangye continued to carry out multi-level cross-border cooperation, and jointly created "Shangxin Forbidden City", "Yangtze River Cultural Belt Thousands of Miles" and "Courteous" with leading brands in various fields such as the Forbidden City, Sanlian Life Weekly, Southern Weekend, etc. China" and other series of cultural IPs, so that culture rejuvenates the times; Actively participate in major diplomatic occasions and international economic and trade activities such as the Expo, APEC, Boao Forum for Asia, World Expo, and CIFTIS, tell Chinese stories with international discourse with Chinese cultural characteristics, and promote the encounter and understanding of Chinese culture and the world.
The relevant person in charge of Wuliangye said that culture is the deepest value connotation of the brand, and Wuliangye will continue to cultivate brand synergy, strengthen integration and innovation, display the charm of Chinese culture in visible, perceptible and palpable forms, promote more excellent culture with Chinese characteristics and containing Chinese wisdom to the world, and help traditional culture endure in an eclectic manner.