Spring Festival is the most important festival of the year for Chinese. The trek back home, the familiar grass and trees in his hometown, and the laughter and laughter at the dinner table are woven together into a strong New Year flavor that Chinese cannot erase. In such a festive and peaceful festival, relatives gather together to enjoy a sumptuous Chinese New Year's Eve dinner, while raising a glass to drink, watching the Spring Festival Gala, chatting about family life, and celebrating the New Year together, which is the best way to open the Chinese New Year.
In the Year of the Dragon, drink ancient wells and watch the Spring Festival Gala. During this year's Spring Festival, Gujing Gongjiu celebrated the New Year with Chinese people around the world by joining hands with eight galas, including the Spring Festival Gala of China Central Radio and Television, and shared the Chinese New Year flavor in a cup of Gujing Gongjiu. At the same time, Gujinggong also brought the flavor of the New Year into thousands of households through systematic actions such as high-speed rail journey heart-warming activities, holding New Year's cultural festivals, and launching the Year of the Dragon Zodiac wine, making the brand a part of the cultural narrative of the Spring Festival, and experiencing a beautiful time with consumers.
Create a three-dimensional Spring Festival communication matrix to resonate with culture and consumers at the same frequency
Since its launch in 1983, the Spring Festival Gala of China Central Radio and Television has been one of the most watched TV programs during the Spring Festival, a memory of generations of Chinese people, and an indispensable cultural "dish" in the Chinese New Year's Eve dinner. After Gujing Gongjiu appeared on the stage of the Spring Festival Gala in 2016, it has been working with the Spring Festival Gala for many years to accompany the Chinese people to bid farewell to the old and welcome the new year, and celebrate the Spring Festival, and has continued to accumulate the psychological identity of "celebrating the New Year, drinking Gujing, and watching the Spring Festival Gala".
Drunken beauty Gujing Gong, happy Chinese New Year. The 2024 Spring Festival Gala will be broadcast exclusively by Gujing Gongjiu Vintage Puree Gu 20. According to the big data news of China Central Radio and Television, this year, the total live broadcast of the Spring Festival Gala of China Central Radio and Television reached 75.61% in the national TV market, of which the total viewing share of the broadcast channel of the main station reached 46.06%, reaching hundreds of millions of Chinese sons and daughters, a new high in the past 9 years. In addition, as of February 12, the main station has linked up with more than 2,300 media in 200 countries and regions around the world to broadcast live coverage of the Spring Festival Gala, and the overseas views of the Spring Festival Gala report in 68 languages have reached 1.142 billion, and the number of video views has reached 331 million. This not only transmits Chinese culture to the world, but also makes Gujing Gongjiu's brand proposition of "China Brewed World Fragrance" go global.
In addition to the continuous rise of the brand's voice, on the stage of this year's China Central Radio and Television Spring Festival Gala, the sketch program "Can That Be the Same" staged by many powerful actors takes the ordinary and emotional family New Year as the background, interspersed with warm pictures of family reunions and the company of relatives, and cleverly uses "bring two bottles of good wine to your in-laws" as an emotional bond that inspires action, echoing the emotional appeal of "visiting relatives and friends and bringing ancient 20 good wines", and also encourages people to convey love and warmth with authentic Chinese fragrant wine. The sense of ritual of reunion is the culture inherited by the Chinese; The wine in the cup is the elixir of Chinese life. This time, Gujing Gongjiu joined hands with the classic IP of the Spring Festival Gala of China Central Radio and Television to allow global audiences to taste a cup of cultural new brew with inheritance and innovation.
Not only is the China Central Radio and Television Spring Festival Gala, but also the exclusive title of the 2024 Chinese Poetry Conference, Jiangsu Satellite TV 2024 Spring Festival Gala, and Anhui Satellite TV 2024 Spring Festival Gala during this year's Spring Festival, showing the beauty of traditional Chinese culture to the world.
With the continuous upgrading of consumer trends, today's consumers pay more attention to the sense of gain and experience brought by brands. Simple advertising slogans are no longer enough to bring more market increments, how to find the focus of consumers at the festival node, and really inspire their actions, has become the key to many wine companies to break through. From CCTV to satellite TV, from Chinese New Year's Eve to Lantern Festival, from the Spring Festival Gala to the Chinese Poetry Conference, Gujing Gongjiu has created a complete set of three-dimensional festival communication matrix with New Year culture as the starting point. It not only makes Gujing Gongjiu an important "carrier" for emotional expression during the Spring Festival, but also an indispensable "New Year's flavor" for the New Year. "Drinking Gujing Tribute Wine for the New Year, and Gujing Tribute Wine is indispensable for Chinese New Year's Eve dinner" has become the psychological consensus of many consumers.
Online + offline, Gujing Gongjiu celebrates the New Year with you
The Spring Festival is the peak period for the flow of people, but also the peak period for shopping. Brand communication at this point in time should not only be seen, but more importantly, lead to action. In this context, the third annual cultural festival of Gujing Gongjiu Vintage Puree Chinese New Year's Eve was also launched in many places in Hefei. At the event site, rich activities such as dumpling making, New Year's paintings, folk music performances, Spring Festival couplets written by famous artists, intangible cultural heritage customs were exhibited, and a large collection of New Year's goods in Gujing were carried out. While spreading traditional culture, Gujing Gongjiu also promotes consumers to share the affectionate moments brought by Gujing Gongjiu when they are reunited with their families by combining it with the emotional value of "going home". A consumer at the scene said: "From the Spring Festival to the Lantern Festival, the wine used at home is Gujinggong. Some consumers also said: "When I saw Gujing Tribute Wine in the Spring Festival Gala, I thought that I would also choose Gujing Tribute Wine for the Lantern Festival, and it is very suitable for gifts and self-drinking!"
In the Spring Festival, the most emotional and meaningful festival in Chinese culture, Gujing Gongjiu also launched the Dragon Year Zodiac Wine - "2024 Jiachen Dragon Year Zodiac Edition Vintage Original Puree Chinese New Year's Eve". Chinese New Year's Eve Dragon Year Zodiac Wine highlights Chinese style in visual design, with Chinese red as the tone, flying dragon and auspicious clouds as decorations, and incorporating paper-cutting elements with a very old flavor. The back packaging is stamped with the zodiac painting "Dragon Soaring Four Seas" carefully created by Mr. Fan Yang, vice president of the Chinese Academy of Chinese Painting of the China National Academy of Painting, which gives the product a unique cultural value, conveys the respect and inheritance of Chinese culture, and gives the product an auspicious and festive meaning.
Celebrate the Year of the Dragon, drink ancient wells, and make Lantern Festival
If the cooperation with the Batai Gala has deepened consumers' psychological identification with Gujing Gongjiu, then accompanying passengers home, holding the New Year's Cultural Festival, and launching the Year of the Dragon Zodiac Wine are the specific measures for Gujing Gongjiu to enter the consumption scene. For Chinese, Nian culture has never been an empty word, and its heavy emotional value is contained in every journey home, every meal of reunion and every toast of happiness. Through online voice amplification + offline scene creation, Gujing Gongjiu has aroused emotional resonance among the public, making "celebrating the Year of the Dragon, drinking Gujing, and watching the Spring Festival Gala" a true portrayal of consumers celebrating the Spring Festival.
In another important traditional festival after the Spring Festival - the Lantern Festival, which symbolizes reunion and happiness, Gujing Gongjiu exclusively invited China Central Radio and Television Station "2024 Lantern Festival Gala" and Anhui Satellite TV "2024 Lantern Festival Gala", and became the designated cooperation of Jiangsu Satellite TV's "2024 Lantern Festival Gala", inviting the audience to toast Gujing Gong during the Lantern Festival. Subsequently, a series of activities were carried out simultaneously, and Gujing Gongjiu and consumers enjoyed the Lantern Festival together. Gujing Gongjiu vintage puree series includes a number of single products, such as vintage puree ancient 20, vintage puree ancient 16, vintage puree ancient 5, vintage puree ancient 8, vintage puree ancient 26, as well as vintage puree Chinese New Year's Eve, vintage puree Chinese Xianggu 8 and so on; Not only do these products represent different alcohol content and quality grades, but they also have their own unique packaging design and implications.
The liveliness, festivity, and reunion of the Spring Festival and the Lantern Festival together constitute a strong "New Year's flavor". Just like the mellow Gujing tribute wine, it has been brewing for a long time under the brewing of the years. The flowing Spring Festival, the unchanged ancient well. Between toasts, we not only taste the mellow aroma of Gujing Gongjiu, but also feel the vigor and peace of the Year of the Dragon. Facing the future, Gujing Gongjiu will continue to inherit the ancient winemaking process, provide consumers with more high-quality wines, and add flavor to our lives.