Since January, the number of bookings for "Tourism New Year" has increased by 7 times, "Chinese New Year's Eve Dinner" is hard to find, and liquor consumption has reached a peak... In the face of the Spring Festival, when users' consumption desire is released intensively and consumption power reaches its peak in the short term, "advance booking" has become one of the keywords.
In this context, the search data of liquor keywords with strong correlation with the Spring Festival scene, such as Chinese New Year drinking, liquor culture, wine table, and gift-giving, continues to rise, taking Zhihu as an example, the platform's recent search volume growth rate once exceeded 200%. It can be said that "understand drinking, drink and understand" has become the focus of attention of practitioners in various industries on the eve of the Spring Festival.
On January 24th, in order to further deepen the link with mass consumers, the "Baijiu Workshop - 360 Lines" exclusively launched by China's high-end liquor brand Shuijingfang landed in Beijing, and guests from more than 20 industries participated in the Baijiu Workshop course, learning about baijiu knowledge and liquor culture on the eve of the Spring Festival, and experiencing a liquor culture experience that integrates professionalism, popular science and fun.
01
"Know how to drink, drink to understand"
Shuijingfang found an opportunity to communicate
According to authoritative forecasts, the scale of the liquor industry is expected to exceed 750 billion yuan in 2023 (GDP will exceed 126 trillion yuan in 2023), and China's liquor industry is expected to reach a trillion yuan in the next two years.
According to the analysis of industry insiders, even if the current liquor has entered the adjustment period, the overall trend of the industry has not changed, the liquor industry will continue to transform and upgrade, the upgrading of China's liquor consumption will be further deepened, and high-quality and healthy consumption has become a new trend. This means that in order to meet the requirements of the people's pursuit of a better life, the liquor industry education at the liquor consumption end must keep up with the pace of industrial development.
The "Baijiu Academy, No. 1 Workshop" is a liquor knowledge experience platform at different levels created by Shuijingfang, China Liquor Industry Association, China's leading liquor education and technical service platform Yuankun, liquor masters, industry experts, etc. It is intended to inherit the liquor culture and promote the aesthetics of liquor, and bring students a new experience of liquor aesthetics through professional lecturer explanations, vivid digital interaction and various liquor tastings.
"After today's class, I have a more three-dimensional and complete cognitive framework on how to choose good liquor, which is a very good expansion of my knowledge reserve in liquor. - Zhihu food writer Qian Xiaodian
"360 lines, the line is the champion, each industry, the circle has a different demand for liquor, after truly understanding the liquor culture, you can choose your own suitable liquor. - Mo Cangli, a film and television development practitioner
"Bringing together people from 360 walks to learn about liquor culture, how to taste liquor, and learning the fermentation history and process of liquor is also a kind of inheritance of liquor culture. ——Full-time self-media writer and writer
"The biggest feeling is that the two words of professionalism used to only understand liquor from its own industry background, but now it is from the perspective of liquor, a richer and three-dimensional understanding of liquor. - Physician Mr. A Yuan
From the above evaluation, it is not difficult to see that in the face of the peak of liquor consumption during the Spring Festival, the Beijing station activity of "Liquor Academy, 360 Lines" has made the students "understand and understand wine". Based on the current node, this is also Shuijingfang's true understanding of the emotional expectations behind the Spring Festival, accurately capturing the emotional needs of consumers, closely combining the brand with the Spring Festival marketing activities, and spreading the beauty of liquor to more people, completing a deep communication with consumers.
As Xing Yuanyuan, Senior Director of Brand Equity and Public Relations of Shuijingfang, said: "This time I came to Beijing and opened the Beijing station of "Baijiu Academy: 360 Lines", and we hope that the courses of Baijiu Academy can truly enter the lives of all walks of life and everyone, and we hope that Xingxing can understand baijiu and everyone can truly enjoy the charm of Chinese baijiu." ”
02
From popular science to inheritance
Shuijingfang opens the ascending channel
If the lively supply side and the cold consumption side are the true portrayal of liquor consumption in 2023, then enterprises need to use richer content, more diverse scenes, and more real voices to stimulate consumers' perception of products.
At present, the "Baijiu School - 360 Lines" has covered 80 industries, and since the spring sugar last year, the "Baijiu School - First Fang" has landed more than 500 sessions, and nearly 20,000 consumers in multiple industries have actively participated in the course. In the immersive experience, the students of the Baijiu Academy from different industries walked into the diverse world of baijiu and felt the cultural aesthetics of the baijiu industry. The following three keywords may help us understand the thinking behind the "Baijiu Workshop: 360 Lines" activity.
The first is popular science, which is a liquor workshop with the mission of helping consumers "understand how to drink and drink to understand wine", which has a direct role in promoting the popularization of Chinese consumers' liquor knowledge and improving consumers' healthy consumption of liquor, which is conducive to eliminating the information gap between enterprises and consumers, so as to safeguard the consumer rights and interests of consumers.
The second is to break the circle, through the tasting of the professional "planting" in the hearts of the public, choose the "360 lines" as the entry point and sample to continue to promote the implementation of popular science, with the long and brilliant traditional Chinese liquor culture, attract leaders from various industries to gather, build a bridge of interactive communication between liquor and 360 lines, and guide all walks of life to complete the transformation from "drinking" to "understanding drinking, drinking and understanding wine".
The third is inheritance, Shuijingfang First Workshop has more than 600 years of deep cultural roots and precipitation, and has a rare "Double National Insurance" (Shuijing Street Liquor Ruins and Shuijingfang Liquor Traditional Brewing Techniques) assets in the industry, Liquor School not only helps consumers feel the unique charm of liquor as a cultural symbol and social medium inherited for thousands of years, but also consciously undertakes the mission of promoting traditional culture.
As Chinese liquor culture becomes more and more prominent in the public eye, three key words show that from the promotion of products to the education and value output of the liquor consumption market, Shuijingfang uses the content that consumers like to carry the demand, realizes the emotional resonance of both sides at the same frequency, and will open the ascending channel of brand narrative.
03
It was a good lesson
It is also the determination of Shuijingfang
There is a view that the battlefield of marketing is never limited to the market, but also lies in the minds of consumers, and an influential brand plays a role in the society not only to assume the mission of the industry, but also to shoulder the humanistic care and social emotions. In this way, the implementation of the "Baijiu Workshop, 360 Lines" activity extends the significance of the Baijiu Academy, which is not only the establishment of Shuijingfang's Spring Festival consumption expectations, but also the embodiment of the company's sense of social responsibility.
First of all, starting from the mood of the times, in the face of consumers who are becoming more and more "pragmatic" and paying more and more attention to cultural, spiritual and emotional values, "Baijiu Academy: 360 Lines" can be regarded as a multi-dimensional practice to promote the dissemination of Chinese liquor culture, and it is also a case expression of the content of the Spring Festival marketing scene.
Secondly, thanks to the continuous nourishment of Shuijingfang's more than 600 years of brand heritage, cultural foundation and quality foundation, compared with impetuous and hot topic stacking marketing, Shuijingfang is more "focused on brand value narrative" this time, highlighting its quality and cultural self-confidence, and has received many praises and recognitions from consumers.
In addition, in terms of humanistic care and social value, on the one hand, Shuijingfang is the first in the industry to create a consumer-oriented "Baijiu School - First Workshop", taking the industry as the entry point, taking the responsibility and exploration of innovation and inheritance, spreading and shaping cultural self-confidence, and continuing to better transform the advantages of "Double National Insurance" into brand power and product power;
On the other hand, with practical actions such as the Baijiu School and the "Shuijingfang Global Tour of Aesthetics in Liquor", we inherit the liquor culture and promote the aesthetics of liquor, so that we can perceive that Shuijingfang does not suspend the brand in a high place, but strives to let the brand take root downward, which is no longer limited to a "commercial brand", but also a "cultural value symbol".
To sum up, internally, Shuijingfang has the determination to create value for the liquor industry, and externally, it creates a better life for people in the exploration again and again. In the future, the "Baijiu Academy: 360 Lines" will be launched across the country one after another, and we look forward to a new chapter in the inheritance and development of Chinese baijiu culture brought by Shuijingfang.
Content source: Weijiu
Text | Li Xia