On January 25th, Shuijingfang and CCTV jointly produced the "Aesthetics in Wine AI Dialogue" aesthetic dialogue series across time and space, which was officially launched, in-depth discussion of "can aesthetics create a better life, and is aesthetics really ubiquitous?", which has become a hot topic and focus of discussion inside and outside the industry.
Loading...
At the turn of the new year, when the Spring Festival marketing war in the liquor industry is in full swing, at the door of human beings and AI, Chengdu Shuijing Street Distillery, which was founded in the late Yuan Dynasty and early Ming Dynasty and has been inherited for more than 600 years, chose to continue to promote brand innovation and development with AI technology, so that Shan Jixiang, president of the Chinese Cultural Heritage Society and director of the Academic Committee of the Palace Museum, Ji Lianhai, a historian and former speaker of the Hundred Lectures, Zhu Guangquan, the host of China Central Radio and Television, Shen Hongfei, a writer and food lover, and Baidu's chief architect, Fan Zhongkai, the technical director of Wenxin Yiyan APP, and other contemporary celebrities in various fields have dreamily linked with Li Bai, Su Shi and Wang Yangming, three ancient aesthetic giants, to carry out an aesthetic dialogue across time and space, breaking the monolithic form, homogenization of content, and fragmentation of media in the liquor industry.
In conjunction with CCTV, the AI aesthetic space-time dialogue is the first in the industry
In today's society, consumers are paying more and more attention to traditional culture and traditional aesthetics. At the intersection of tradition and modernity, Shuijingfang has always been driven by innovation and constantly explores how to better enter the hearts of consumers.
This time, Shuijingfang and CCTV platform jointly launched the "Aesthetics in Wine AI Dialogue" aesthetic dialogue series across time and space, combining AI technology with brand communication innovation, and realizing a deep emotional link with consumers through content topics that the public is concerned about, which has obviously been carefully considered.
On the one hand, CCTV, as a national media platform, is the supreme platform for brand communication, and has natural advantages in word-of-mouth authority, market influence, and communication coverage. On the other hand, through cross-time and space dialogues with ancient aesthetic giants through AI technology, we will dig deep into the contemporary value of traditional aesthetics. This innovative form not only allows consumers to deeply understand the core of the Shuijingfang brand, but also is the first of its kind in the industry.
In the program, Shuijingfang invited guests representing various fields of contemporary aesthetics and aesthetic giants Li Bai, Su Shi and Wang Yangming who came through time and space to talk about a better life and explore the ubiquitous aesthetics from ancient times to the present. In the first episode of the program, Zhu Guangquan, the host of China Central Radio and Television, talked with Li Bai about the core of the Tang Dynasty and the modern good life, and found that people's pursuit of an ideal life from ancient times to the present is the same.
Next, writer and food lover Shen Hongfei will talk to Su Shi to discuss the human emotions contained in food; Shan Wenxiang, President of the Chinese Cultural Heritage Society and Director of the Academic Committee of the Palace Museum, will talk to Wang Yangming to analyze the most beautiful treasures left by the craftsman spirit in maintaining the original intention, pursuing the ultimate, and the unity of knowledge and action, and also making the fine wine that has been passed down for thousands of years still accompany our beautiful life now; In the dialogue with Su Shi, Fan Zhongkai, the technical director of Wenxin Yiyan APP, discussed the new possibilities brought by the development of AI to poetry creation, which is the result of the combination of tradition and innovation, and Ji Lianhai, a historian and former speaker of the Hundred Schools' Forum, will talk with Wang Yangming about the inheritance and development of Chinese liquor culture, arguing that fine wine can not only bring spices to life, but also bring insights to life.
A series of cross-time and space dialogues excavate and extend the contemporary value of traditional aesthetics from different dimensions, linking people's better life. It not only shows Shuijingfang's adherence to tradition and continuous innovation and breakthroughs, but also makes the connotation of "aesthetics in wine" more rich and three-dimensional, opens up a larger space for consumers' perception and understanding, and inspires more people to pursue a better life.
In addition to cooperating with the CCTV platform "Wine in Aesthetics AI Dialogue Series Program", Shuijingfang also aimed at the unique cultural inheritance and emotional resonance of the Chinese people's "eating Chinese New Year's Eve dinner and watching the Spring Festival Gala", following the aesthetic drama "Drunken Jintu" and the new advertising film appeared on the CCTV screen, it also strengthened the exposure on the CCTV platform during the Spring Festival, and became the cooperative brand of "CCTV Xianglong New Year Spring Festival Selection" in 2024.
It can be said that on the occasion of the upcoming Year of the Dragon in the lunar calendar, Shuijingfang's series of brand exposure has continued from the previous year to the Spring Festival, and clever tricks have been repeated to continue to seize the communication topic with deeper, more refined and more empathetic content, and build a brand building model from brand exposure to content innovation, and then to deep link with consumers' emotions and spirits, so that it not only has a time window and strength to take the lead in responding to the industry adjustment cycle, but also has a strong brand potential energy in the Spring Festival marketing war in the Year of the Dragon.
Precise layout to build a sustainable closed loop of brands, products and channels
Increasing exposure on the CCTV platform is not everything, Shuijingfang pays more attention to how to let consumers understand the core of the brand in inheritance and innovation, build a moat of brand recognition, and truly realize the deep link with consumers' emotional and spiritual levels.
To this end, Shuijingfang solves the experience and demand of the target group for aesthetic consumption at the cognitive level through the spiritual occupancy and expression of lofty intentions, and accurately lays out and cultivates cognition in terms of timing, carrier and marketing, and successfully occupies the minds of consumers.
From the perspective of timing, the Spring Festival is exclusive to the life aesthetics of Chinese, carrying a heavy historical heritage, which not only provides people with the opportunity to return to traditional culture, but also creates conditions for enhancing emotional links between people. Shuijingfang continues to innovate brand building around Jingtai's "aesthetics in wine", which further strengthens the aesthetic role of the brand in people's better life, so that it can realize the integration of fine wine and aesthetics, brand and emotion, and carry people's beauty at a beautiful moment like the Spring Festival
Life expectations.
In terms of carriers, Shuijingfang has also made great efforts to undertake the products of brand spirit and connotation. Whether it is to create the new high-end brand "First Fang" of Shuijingfang, or to launch a new carrier and new expression of "aesthetics in wine" - Shuijingfang Jingtai Yipin, it can be said that a series of actions of Shuijingfang in product innovation not only further improve and optimize the product structure, but also meet the diversified, personalized and high-quality consumption needs of consumers, and realize the resonance with the times and empathy with consumers.
In order to further link the brand concept of Shuijingfang to a wider range of consumers, Shuijingfang pushes and pulls to create a hot consumption atmosphere for the Spring Festival of the Year of the Dragon in advance through rich and targeted channel activities.
Through a series of BC linkage activities, we actively expanded the target consumer group and further improved the terminal corkage rate, aiming at the Spring Festival dinner scene, through the "food + wine" tasting activity, so that more consumers can feel the profound connotation of "aesthetics in wine", focusing on the preferences of the circle, continuing to cultivate the circle, and launching a series of rich and wonderful circle activities under the "one place, one policy" to establish more effective emotional interaction and cultural identity with consumers, so that more consumers can share a better Chinese New Year. Not only that, Shuijingfang has also continuously strengthened the management of the value chain, and through active terminal expansion and policy support, it has played a set of channel "combination punches" with a degree of relaxation, continuously improving customer confidence and creating a good dynamic sales atmosphere.
In this way, Shuijingfang has built a closed loop of positive circulation and sustainable development of brands, products and channels. In this closed loop, Shuijingfang anchors the core consumer group with innovative brand building, and spreads the attractiveness of products through channels
A large number of users bring a sense of belonging.
In fact, this is the nourishment of more than 600 years of living culture, focusing on the internal power of "inheritance and innovation", Shuijingfang continues to bring consumers "experience freshness", so that consumers can establish a more three-dimensional and clear cognition and recognition, raise the barriers of brand differentiation, and help themselves quickly get out of the saturated track of homogeneous competition.
It can be expected that with this set of effective strategies, Shuijingfang will not only lay a good start for the Year of the Dragon, but also continue to improve its influence, accumulate favorability, and enhance the stickiness of the circle in the industry adjustment period, so as to help it achieve steady and far-reaching results.