In this "immersive" night, see Moutai wine and the world together
Text | Li Xia
The 4th China International Consumer Goods Expo, the largest consumer goods exhibition in the Asia-Pacific region, was held in Haikou, Hainan Province from April 13 to 18.
In order to tell the story of Chinese brands on the international stage, on the evening of April 16, Moutai Wine provided a diversified experience space for wine lovers with a beach wine party of "Spring Meets Moutai Red and Good Time", including a tasting area, a trendy play area, a product exhibition area, etc., vividly depicting Moutai's winemaking philosophy that transcends time and space and its unique oriental style.
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An evening of "immersive grass planting".
At about 19:30 in the evening, the waves gently hugged the shore, making a beautiful and beautiful sound, as if they were attaching an accompaniment to the Moutai Wine Night Beach Wine Party. Walking on the bluestone path, looking at the past, the beach outside the Haikou International Convention and Exhibition Center is already floating with people, and the scene is equipped with a rich wine drink, as well as the service of professional sommeliers, and the guests opened the wonderful night brought by Moutai wine in the drunkenness.
"Sea breeze, music and wine, this is exclusive to the romance of tonight, a glass of Moutai wine seems to have become a bridge between me and culture, let me feel the beauty of life, this high-quality and diverse audio-visual feast also conveys the beauty of products, beauty service and beauty resonance, is the strongest experience in these days. After the reception, a guest expressed such emotion.
Behind the high evaluation, what is the charm of this cocktail party that can make Moutai wine stand out among the many activities of this year's Consumer Expo?
Weijiu believes that the key point why it can leave such a deep impression on the participants is that the company blurs the boundary between marketing and entertainment in the cocktail party, so that the guests can immerse themselves in the atmosphere of the event, and the subtly planted brands and products can be said to be a kind of scenario-based marketing tailored for consumers.
Penetrate the consumer group with the brand value concept. In a consumer-oriented society, in addition to price, people pay more attention to the value orientation behind consumption, such as additional emotional value. To a certain extent, the Moutai Wine Night Beach Wine Party reflects the brand's characteristic culture to build beauty and highlight the value creation of wine "beauty", whether it is from the scene construction or product display level.
Build consumption scenarios with content innovation. At the event site, there were not only dances such as "Shengshi National Tide" and "Dongpo Hainan", but also bands, violin performances and multiple interactions, combined with product explanations by professionals, while showing the product matrix of Moutai wine in all aspects, creating consumption scenes for consumers with content and conveying the brand's fashionable lifestyle.
In fact, the essence of Moutai Wine Night is the concrete expression of the brand scene, and the field is only the carrier, but more importantly, the content and value it carries. In the past years of continuous exploration, Moutai wine has found its own positioning as a "model of oriental wine", and has also found its own oriental aesthetic expression. From this point of view, the significance of this event is not to export the reputation of products, but to create a sustainable and youthful communication path.
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From a Chinese brand to an oriental model
Moutai wine is beautiful with the world
At the opening ceremony of this year's Consumer Expo, Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, emphasized that there are many high-quality products in traditional Chinese products, and the heavy culture carried in Chinese boutiques, Chinese boutiques and Chinese brands nurtured by Chinese culture can be beautiful with the world. As a representative of Chinese tradition, Chinese boutique, Chinese culture and Chinese brand, Moutai is sharing beauty with the world, allowing the world to "discover, spread and enjoy beauty".
▲Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group
As one of the important sequences of Moutai Group's 100 billion strategy, Moutai wine has been exporting the charm of oriental wine with Chinese boutiques, and showing its "right to speak" on the world stage with a "special and beautiful" path.
Behind the transformation from a Chinese brand to a model of oriental wine, Moutai Wine continues to guide consumers to re-understand the quality of Chinese wine, establish the discourse power of Chinese wine at high-end prices, and integrate with Chinese culture to form a Chinese wine discourse system.
Focusing on Moutai wine in the first quarter of this year, in the 2024 Spring FIWA French International Wine Awards, 5 products of Moutai wine won the grand prize, which fully reflects the quality results of intensive research and craftsmanship, and the product quality is increasingly recognized by international experts.
It re-deconstructs the traditional Chinese zodiac culture, draws on the youthful vision and fashionable product design, and releases the Moutai Wine Jiachen Year of the Dragon Zodiac Commemorative Wine, which is a multi-dimensional modern interpretation and expression of Chinese culture, indicating that the brand is resonating with global consumers with its unique charm of oriental culture, and conveying the ingenuity and original intention of Moutai wine.
Today, the company's market foundation has been further consolidated, its brand awareness has been further improved, and it has achieved steady growth for seven consecutive years, and has put forward the development goal of "striving to become a leading enterprise in China's red wine industry". Under the trend of the concept of "healthy consumption" and the continued focus of domestic wine on the core brand, Weijiu believes that the unique style of Moutai wine has become a must, and it has given full play to its advantages at the Consumer Expo, creating an opportunity for the brand to communicate with global consumers, fully demonstrating that Moutai wine should share the beauty with the world.
However, all this is just the beginning, and it is foreseeable that in the process of step-by-step exploration and taste, Moutai Wine will also meet and break through more challenges with richer cultural implantation and more experiential fan interaction, and stride on the road of "special and beautiful" development.
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