The Spring Festival Gala is still being replayed, and the story of liquor has to continue
Author - Brother who understands wine
On Chinese New Year's Eve, the whole family gathers around for a reunion dinner, which is a unique romance in China, and in this romance, the role of the Spring Festival Gala is self-evident.
Although it has been complained about every year, after more than 40 years, the Spring Festival Gala is still the most important part of the Spring Festival. According to the data, as of 2 o'clock on February 10, the total number of people in the Spring Festival Gala reached 14.2 billion, an increase of 29% over last year. The CCTV Spring Festival Gala Interactive has more than 280 million views on related topics on various social platforms, and the CCTV APP also ranked first on the download list of major mobile APP applications such as Apple, Xiaomi, and vivo on Chinese New Year's Eve.
As a "frequent visitor" of the Spring Festival Gala, wine companies will naturally not miss such an excellent exposure opportunity. In the 2024 Spring Festival Gala of the Year of the Dragon, Wuliangye, Yanghe, Langjiu, Gujing Gongjiu, Xifeng Liquor, Kweichow Moutai, Shuijingfang and the health liquor brand Jinjiu, the eight major liquor brands will strongly seize the "Spring Festival Gala" and present their own good wine to the audience.
Wuliangye "won hemp"
In Liu Qian's magic trick "Keeping the New Year at This Time", the host Xiao Ni's Wuliangye playing cards did not match, which pushed the entire Spring Festival Gala to a climax, and related entries continued to dominate the hot search on multiple platforms, with more than 4 billion exposures and more than 100 million interactions.
and Xiaoni are on the hot search together, as well as Wuliangye, the exclusive interactive partner of the Spring Festival Gala of the Year of the Dragon Station "Harmony Gift". When Xiao Ni put the two wrong playing cards together, the two Wuliangye logos on the back were particularly eye-catching, and some netizens sighed that Wuliangye was the "biggest winner of the Spring Festival Gala".
As early as January 30 this year, Wuliangye officially announced the identity of the exclusive interactive partner of the 2024 China Central Radio and Television "Spring Festival Gala" "Harmony Gift", and will send hundreds of millions of "Harmony Gifts" in the CCTV APP, the official lottery platform of the exclusive interactive partner of the Dragon Year Gala and the Beautiful Gifts, to share the "Happy Chinese Year" with Chinese people around the world.
This is not the first time that Wuliangye has become the exclusive interactive partner of the Spring Festival Gala, a year ago on the stage of the 2023 Spring Festival Gala, Wuliangye appeared for the first time as the exclusive interactive partner of "Harmony Gifts", and gave away hundreds of millions of gifts through 4 rounds of lottery. Since then, at the end of September 2023, at the Mid-Autumn Festival Gala held in Wuliangye's hometown of Yibin, Wuliangye will continue to bring products worth 100 million yuan, including the first launch of the exclusive gift box for the Mid-Autumn Festival and the exclusive gift box for the Mid-Autumn Festival with a good moon.
brushed a wave of presence on the stage of the Spring Festival Gala Wuliangye, and the recent action has continued. According to industrial and commercial information, Sichuan Push Industrial Development Fund Partnership (Limited Partnership) was established recently. According to the partner information, the company was jointly funded and established by Sichuan Yibin Wuliangye Group Co., Ltd. and Yibin Wuliangye Fund Management Co., Ltd., with a total capital contribution of 10.01 billion yuan. Among them, Wuliangye Group has invested a lot of money, with a subscribed capital contribution of 10 billion yuan, and Wuliangye Fund has subscribed a capital contribution of 10 million yuan.
According to public information, Wuliangye Fund was established in 2017 and is currently held by Wuliangye Group, Yibin Development and Xiamen C&D Fine Wine Exchange with 56%, 24% and 20% of the shares respectively, of which Yibin Development wholly owns Wuliangye Group. Li Xinyi, chairman of the fund, is the head of the finance department of Wuliangye Group, the director of Wuliangye Finance Company, and the director of Yibin Paper, a listed company of Wuliangye Group.
"Decisive Battle" Spring Festival Gala
In addition to Wuliangye, well-known liquor brands such as Yanghe, Langjiu, Gujing Gongjiu, Xifeng Liquor, Kweichow Moutai, Shuijingfang and health wine brand Jinjiu have also appeared on the CCTV Spring Festival Gala.
Among them, Yanghe Dream Blue won the naming right of CCTV Spring Festival Gala at zero o'clock for the 4th time, and Gujing Gongjiu continued to participate in the Spring Festival Gala as a special broadcaster.
According to incomplete statistics, in the advertising period 10 minutes before the Spring Festival Gala started, about 20 brands participated, of which 7 liquor brands occupied, including Gujing Gongjiu - Vintage Puree Gu 20, Kweichow Moutai, China Jinjiu, Shuijingfang, Qinghualang and Honghualang under Langjiu, Mengzhilan and Wuliangye under Yanghe Co., Ltd. and other brands.
In the 10-minute advertising period after the end of the Spring Festival Gala, liquor brands also occupied the home field, Wuliangye, Dream Blue, Gujing Gongjiu Vintage Puree Gu 20, China Jinjiu, Moutai, etc., appeared again one by one, accounting for 30% of the total number of advertising brands in this period.
In addition to the CCTV Spring Festival Gala, the local satellite TV Spring Festival Gala has also become the focus of competition for liquor brands, for example, Gujing Gongjiu's vintage puree Gu 20 has been the exclusive title of Anhui Satellite TV Spring Festival Gala for 13 consecutive years, Jiangsu Satellite TV Spring Festival Gala for 5 consecutive years, 2024 Beijing Satellite TV Spring Festival Gala is exclusively named by Qinghua Fenjiu, and Henan Satellite TV Spring Festival Gala is exclusively named by the painted pottery workshop under Yangshao Liquor, the "leader of Yujiu".
In addition, Gujing Gongjiu also exclusively invited the 2024 CCTV Lantern Festival Gala and exclusively named the 2024 CCTV Spring Festival Opera Gala. Wuliangye Aromatic Liquor Company joined hands with CCTV's four famous mouths, Sa Beining, Ren Luyu, Yang Fan, and Chen Weihong, to tell its brand story. Shede Liquor said that at the beginning of this year, CCTV's New Year's drama "The Years of the Great River" with Shede Liquor as the chief brand was broadcast on CCTV-1 prime time, and the drama has also become an important carrier for the company to seize the Spring Festival communication highland.
The purpose of wine companies to be on CCTV is to continue to show their corporate strength, continue to give confidence to channel partners, and continue to strengthen public brand awareness. With the end of the Spring Festival holiday, a number of institutions issued research reports saying that the performance of the liquor market during the Spring Festival exceeded expectations, the dynamic sales situation was better, and the pressure on channel inventory decreased.
Huaxin Securities proposed in the special report on the Spring Festival tracking of the liquor industry that during the Spring Festival, according to channel feedback, banquets, family gatherings and other scenarios supported the consumer demand of the public price band, and the gift scene supported the consumption demand of the high-end price band, so the dynamic sales performance during the Spring Festival was better. Compared with the more pessimistic market expectations before the holiday, the demand for high-end and mass price bands still maintained good concentration.
Soochow Securities said in the research report that the consumption performance of Spring Festival gifts and public banquets was relatively positive, the overall continuation of the trend of volume increase and price reduction, consumption performance showed resilience, and the feedback of dynamic sales growth was better than the previous pessimistic expectations.
It is worth noting that the differentiation of the liquor industry is also relatively obvious. Guojin Securities Research Report believes that in the context of the overall steady growth, one of the characteristics of this year's Spring Festival is the branding of demand, that is, the differentiation of brand sales. The volume and price strategy of strong brands may have more attention to the squeezing impact of other brands. Kaiyuan Securities also pointed out that the structural differentiation is obvious, and the sales of high-end famous wines and real estate famous wines of 100 yuan to 300 yuan are better.