A few days ago, the 2023 Mid-Autumn Festival Gala of China Central Radio and Television Station ended perfectly in Yibin, Sichuan, and will be broadcast simultaneously to the world on multiple platforms at 20:00 on the evening of the Mid-Autumn Festival on September 29.
As a shining city business card of Yibin, the capital city of the Yangtze River and the wine capital of China, Wuliangye will present hundreds of millions of "beautiful gifts" in the interactive session of the Yibin Autumn Festival Gala of the Central Taiwan Festival Gala as an interactive partner of the "Hemei Gift" of the Zhongtai Mid-Autumn Festival Gala, as well as a series of "Double Festival" activities of the main brand Mid-Autumn Festival National Day, sharing the "Happy China Festival" with Chinese people around the world.
The Mid-Autumn Festival, one of the three most important traditional festivals of Chinese people in the world, contains profound and rich traditional cultural connotations, and is naturally a living witness of Chinese culture.
Wuliangye, one of the brands with the deepest cultural heritage in China's liquor industry, is a classic product infiltrated by the long-standing Chinese civilization.
The "fragrance of a big country" with common cultural genes and the clinking glasses of the Mid-Autumn Festival are not only a cultural feast of beauty and happiness, but also a vivid practice of strengthening cultural self-confidence and telling Chinese stories and national brand stories well.
"Harmony and beautiful gifts" reproduced to share the "Happy China Festival" with Chinese people around the worldIt is reported that this year's Wuliangye Mid-Autumn Festival National Day "Double Festival" activity will focus on the integrated marketing and promotion of "Hemei Wuliangye, Happy China Festival", launch Mid-Autumn Festival and beautiful gifts, consumer and beautiful banquets, big country perfume Douyin Challenge lottery and other activities, continue to increase the 39 degrees Wuliangye, Wuliangye 1618 and gold Wuliangye banquet opening rewards, comprehensively carry out terminal thanks, promotion pull, consumption cultivation, join hands with merchants to seize peak season sales, and empower merchants and terminal profit improvement.
Following the 2023 Spring Festival Gala at the beginning of this year to present 100 million yuan of "peace gifts" to the people of the whole country, the upcoming Mid-Autumn Festival, Wuliangye will once again present hundreds of millions of "peace gifts" in the Yibin on-site interactive session of the Autumn Gala of the main station to give back consumers' love; Online channels launched "Good Things into Pairs" gift boxed exclusive products, offline channels launched "Mid-Autumn Festival and Beautiful Gifts" gift boxes, and specialty stores launched exquisite products such as "Ten Pounds of Wuliangye", "Step by Step" and "Panda Shape" to meet the needs of festive consumption.
At the same time, during the "Double Festival", Wuliangye will also launch 5 "Hemei Feast" + 1,000 "Hemei Reunion Banquet" and "Hemei China Tour" high-end boutique tourism activities, brand culture promotion and tasting interactive activities nationwide, through a series of "Gift", "Banquet", "Tour" and "Jian" and a series of main brand Mid-Autumn Festival National Day "Double Festival" activities, with "Hemei Wuliang" to pay tribute to "Happy China Festival".
Among them, Wuliangye will combine its own cultural elements, Mid-Autumn Festival traditional culture and local cultural characteristics to plan and carry out cross-strait love, mountains and rivers and other themes and feasts that cross time and space and reunite with the family and country; Wuliangye's 26 marketing regions will also hold 1,000 "Hemei Reunion Banquet" activities in landmark scenes and high-end venues in major cities across the country, inviting core consumers, cultural celebrities, celebrities and other guests to participate.
"The reunion banquet activities focus on consumer cultivation and Wuliangye brand communication, from the feedback information of this year's Spring Festival and the second Wuliangye Hemei Cultural Festival reunion banquet in May, the response is good, and it has a good pulling effect on long-term sales, and this Mid-Autumn Festival National Day 'Double Festival' activity is no exception." Mr. Wang, a Nanjing distributor of Wuliangye, said.
Join hands with the three major brands to seize the "commanding heights" of double-festival brand communicationThis year's upcoming Mid-Autumn Festival National Day "Double Festival", Wuliangye is not just a joint Mid-Autumn Festival Gala.
From September 19th to 20th, the first Golden Panda Award selection activity with the theme of "Colorful Civilization, Glory Light and Shadow" was held in Chengdu. As the "Global Strategic Partner" of the Golden Panda Award, Wuliangye supports and deeply integrates into a series of activities such as the Golden Panda Night, the Golden Panda International Cultural Forum, the Golden Panda Festival, and "Everyone Watches Movies Together", using wine as the medium to exchange and learn from different civilizations and multicultural cultures in the world with film as the carrier, and jointly draw a civilization picture of "beauty and harmony in the world".
Film and television and fine wine are all world languages that know no borders and are integrated, both are unique and ultimate art, and are important carriers to bring people beautiful enjoyment and experience. Wuliangye cross-border cooperation with the Golden Panda Award stems from the common pursuit of the two sides to build bridges for international friendship, weave bonds for mutual learning among civilizations, deepen people-to-people exchanges, and promote mutual learning among civilizations.
On September 24, the inaugural flight ceremony of the Mid-Autumn Festival themed flight officially launched by Wuliangye and Sichuan Airlines was officially launched at Chengdu Shuangliu International Airport, carrying passengers who participated in the brand promotion activity of "Sichuan Wine National Tour - Qingdao Station" from Chengdu to Qingdao.
At an altitude of 10,000 meters, the theme activities of "Cloud Harmony and Beauty, Thousands of Miles of Harmony" held on the first flight, the "Flying Flower Order" with the word "Moon", the idiom solitaire with "and "beauty", the mooncake blind box and other activities made passengers remember deeply, and the strong joint special airline meals and exquisite gifts with the characteristics of Sichuan Airlines and Wuliangye sent reunion blessings to the people of the whole country and the global Chinese in the name of "Hemei", and poured the mellow "taste of home".
Industry insiders pointed out that the "brand" in the mouths of consumers today is no longer a simple popularity, it is the embodiment of the comprehensive strength of the enterprise, and it is a composite force created by many factors such as brand history, culture and social responsibility. As a world-renowned national brand, Wuliangye will form a multi-dimensional progressive communication offensive through the joint Autumn Gala, Golden Panda Award, Sichuan Airlines and other brands, as well as its own large-scale and differentiated Mid-Autumn Festival National Day brand activities, linking different consumers, meeting their wine needs in different scenarios, bringing tangible benefits to consumers, but also seizing the "commanding heights" of brand communication, boosting benign sales in the market, enhancing Wuliangye brand stickiness, and then promoting the enhancement of Wuliangye brand value.
Cultural empathy Paying tribute to traditional culture with fine wineChinese baijiu, which has always accompanied the creation and inheritance of Chinese civilization, is a vivid embodiment and living sample of "the unity of heaven and man", containing Chinese wisdom, Chinese spirit and Chinese value, and has eternal charm of the times and unique contemporary value. In it, Wuliangye has used more than a thousand years of inheritance and protection to prove that history is tempered by essence, and through time and space comes unchanged elegance.
Culture is the deepest value of alcohol brands. Among them, as the wisdom crystallization of harmonious symbiosis between ancient people and nature, Wuliangye, "gathering the essence of five grains into jade liquid", is one of the brands with the deepest cultural heritage in the liquor industry, and its brewing skills inherited for more than a thousand years began in the Tang, Xing in the Song, refined in the Yuan, Cheng in the Ming, and named in the Qing Dynasty, which has been inherited for more than a thousand years, and is a classic infiltrated by the long-standing Chinese civilization, which is the same as the Mid-Autumn Festival witnessed by the natural living form of Chinese culture, which is a clear symbol of China's excellent traditional culture.
Especially in recent years, as the inheritor and promoter of Chinese traditional culture, Wuliangye has adhered to the mission of "sharing the opportunities of the times and brewing a better life together" and the concept of "harmony and difference, beauty and beauty", firmly forged the soul of culture, is committed to using the unique language of Chinese baijiu to show the charm of great beauty and China, actively help the creative transformation and innovative development of Chinese excellent traditional culture, and draw cultural nutrients from it to empower the brand, keep pace with the times to extract the concept of "harmony and beauty" with contemporary value and world significance, and "plant harmony and beauty" The all-round "Hemei" proposition of "Hemei Brewing", "Hemei Hooking", "Hemei Marketing" and "Hemei Culture" runs through every link of enterprise operation and management, so that "Hemei", a common value that transcends the boundaries of time and space and is full of eternal charm, empathizes, resonates and resonates with global consumers.
In order to meet the consumer demand of the new era, in recent years, Wuliangye has increased its brand promotion and IP activities, and joined hands with first-class content creators such as the Forbidden City, Sanlian Life Weekly, Southern Weekend to create "Forbidden City", "Yangtze River Cultural Belt Thousands of Miles" "Polite! China", through innovative expression, organically integrates excellent wine culture with excellent traditional culture and new culture into its own brands and products, forming a recognizable cultural IP, paying tribute to traditional cultural classics with fine wine, and also providing consumers with a new way to taste culture.
Wuliangye said that it will continue cultural traditions, tell Chinese stories well, and show China's image as the mission of the times, promote more excellent cultures with Chinese characteristics, embody Chinese spirit and contain Chinese wisdom to the world with firm cultural self-confidence and practical action practice, and lead Chinese liquor to become a bridge of people-to-people bonds, a medium of cultural exchanges, a link of mutual learning between civilizations, and an international, cosmopolitan and phenomenal classic that matches the mainland's comprehensive national strength and international status.