Text | Fang Fang
Kite and liquor, which seem to be two symbols far apart, how to link, what is the internal fit, and how to integrate into the source of vitality to strengthen the brand and the market? Jingzhi Zhixiang The 41st Weifang International Kite Festival and 2024 Weifang Kite Carnival tells you the answer.
The event was exclusively titled by Jingzhi Baijiu and sponsored by China Resources Beer, with the theme of "Flying Dreams and Embracing the World", the opening ceremony was held in Weifang on the evening of April 19, and the World Kite Championship, Weifang Kite Competition, and 10,000 kite flying activities were held in the World Kite Park from April 20 to 21.
Weijiu believes that the hot scene and crowds are not only an intuitive reflection of the charm of kite art, but also a vivid portrayal of consumers' emotional and value recognition of Jingzhi Baijiu brand.
In the event, Jingzhi Baijiu successfully created a brand image that is closely connected with consumer emotions and highly compatible with the value of the event with its profound cultural heritage, unique sesame flavor and contribution to social and cultural undertakings, and its brand influence is intertwined with the popularity of the kite club, forming a strong magnetic field effect, so as to realize the link and in-depth relationship with consumers on the international stage of the kite club.
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Take the "kite club" as the fulcrum to leverage the brand and market
Compared with previous years, this year's Kite Carnival & International Kite Festival has undergone new changes from special programs to audience interaction.
Taking the opening ceremony on the evening of April 19 as an example, Jingzhi Zhixiang's "Flying Dreams Global Pop Music Gold List Concert" followed closely and started singing passionately, igniting a wonderful night of wine and music collision, Sun Nan, Shuimu Nianhua, Siqingerile, Dai Jun, Huang Ying and other singers sang golden songs continuously, and the audience sang 10,000 chorus, the sound wave continued, and the familiar melody resonated with the audience.
What's even more surprising is the appearance of Jingzhi Baijiu, which pushed the atmosphere to a climax with rounds of lucky draws and wine gifts, and the audience's enthusiasm continued to heat up.
In addition, Jingzhi Baijiu has also set up a special brand experience display area to create a youthful and energetic immersive experience atmosphere for wine lovers and fans......
A kite club activity, why does Jingzhi be so passionate and dedicated?
According to Weijiu, Weifang is the birthplace of kites, the world's kite capital, after 40 years of Weifang International Kite Festival, has become Weifang's golden signboard, beautiful business card. Weifang is the base market of Jingzhi liquor, and in the 2024 Jingzhi marketing strategy goal, it is also clearly required to "build a strong Weifang base market and vigorously boost the confidence of dealers, terminal merchants and consumers in Jingzhi liquor".
Therefore, for Jingzhi, choosing to cooperate in depth with this kite meeting is indeed a strategic move.
On the one hand, as an international large-scale festival, the kite festival has attracted the attention of many tourists, media and business partners at home and abroad, and Jingzhi has taken advantage of the Kite Festival IP to greatly enhance the dissemination and topic shaping of Zhixiang in the big country; at the same time, through on-site activities, product displays, interactive marketing, etc., it has directly reached the target consumer groups, and the slogan of "Great Country Zhixiang Legend Jingzhi" has also been passed on by word of mouth and deeply rooted in the hearts of the people, effectively enhancing the penetration and influence of the Weifang base market.
On the other hand, wine is the product of the co-brewing of nature and man, and it needs a strong expression of regional characteristics. Jingzhi liquor from Jingzhi Town, Anqiu City, Weifang, Shandong Province, has the great advantage of "World Wine Characteristic Production Area", and the title of the kite meeting is also to promote the inheritance of kite culture, polish the business card of Weifang City, and the Qilu culture and unique regional culture depth combination, and further amplify the value of "World Wine Characteristic Production Area".
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It is also "disgusting", and resonates at the same frequency due to "ingenuity".
Intangible cultural heritage refers to the folk cultural and artistic heritage of human beings mainly in the form of oral transmission, with national historical accumulation and wide representativeness, and the representative items of national intangible cultural heritage must be folk traditional cultural expressions or cultural spaces with outstanding value, which have typical significance and important value in intangible cultural heritage.
In 2006, Weifang kite making technology was rated as a national intangible cultural heritage, and for many years, this ancient folk art has flourished under the new situation.
Also as a national intangible cultural heritage, the traditional brewing skills of Jingzhi liquor originated in the Song and Yuan dynasties, became famous in the Ming and Qing dynasties, and flourished in the Republic of China.
"Judging from the classic records and archaeological discoveries, the 5,000-year-old wine-making civilization of Jingzhi Youjiu, the cultural inheritance of the past dynasties, and the stories of celebrities and Jingzhi wine are all true and credible. Once, Liu Xianshi, then director of the Shandong Provincial Library and director of the Shandong Provincial Ancient Books Protection Center, said.
Indeed, in 1957, Jingzhi Town excavated and unearthed a thin-tired black pottery eggshell high-handled cup from the Dawenkou culture period, which proves the history of "Jingzhi has wine for 5,000 years".
From the discovery of sesame aroma in Jingzhi wine in 1957, to the implementation of industry standards in 1996 and the promulgation and implementation of national standards for sesame fragrance in 2007, Jingzhi has gone through half a century of innovation and exploration, and has summarized and formed the "23761 Zhixiang Code".
With the consciousness of "China's 11th largest liquor flavor type" and "Shandong liquor represents the flavor type", Jingzhi adheres to the 21-character liquor mantra of "grain must be fine, water must be sweet, qu must be aged, utensils must be clean, work must be fine, storage must be long, and management must be strict", insist on basing itself on quality, and adhere to long-termism to make liquor.
In recent years, Jingzhi has focused on "real vintage and real old liquor" at the product level, amplifying the authoritative certification of real vintage liquor by the China Liquor Industry Association, the gold medal winner of the World Famous Liquor Competition, and the first real vintage liquor product in Shandong, so as to enhance the value perception of true vintage, scarcity and high quality of Jingzhi Xiangjiu.
It can be found that "ingenuity" gives "intangible cultural heritage" a unique vitality, whether it is a kite or Jingzhi, there is a spiritual attitude towards excellence and the pursuit of excellence, which is the core driving force of intangible cultural heritage inheritance and innovation. The high resonance and resonance of the two at the spiritual level is also one of the ties of this cooperation.
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Why is "Jingzhi responsible for the revitalization of Lujiu" widely recognized?
In 2021, China Resources Beer took a stake in Jingzhi, providing strong brand, channel, financial support and empowerment for the development of Jingzhi, opening a new pattern of high-quality development.
On March 22 this year, the Shandong Provincial Department of Industry and Information Technology issued a notice on the "Action Plan for the High-quality Development of Shandong Liquor Industry". It is proposed that Shandong will take the liquor industry as the core, focus on the implementation of the "seven major actions" such as the revitalization and rise of liquor, and make it clear that it will organize and carry out a series of activities such as the "National Tour of Shandong Liquor" and the "Zhixiang Value Summit" on a regular basis, focusing on supporting the accelerated development of Zhixiang and low-intensity strong fragrance, and making every effort to shape the business card of "Zhixiang core production area", so as to comprehensively enhance the core competitiveness and high-quality development level of the Shandong liquor industry.
The double benefits of capital and policy indicate that Jingzhi will usher in great opportunities for development. Next, Jingzhi will thoroughly implement the decision-making and deployment of the revitalization of Shandong liquor, and closely focus on the three-year strategic requirements of "exploration, development and strengthening" of China Resources Liquor, firmly implement the strategic policy of the leading enterprise of Shandong liquor, and strive to create a new situation for the development of Jingzhi liquor.
In the new era when China's liquor industry pays more attention to brand, quality and culture, Jingzhi Baijiu is rooted in the profound culture of "Jingzhi has liquor for 5,000 years", and is a Chinese liquor enterprise with roots, veins and souls.
Distributors are full of expectations for the prospect of cooperation due to Jingzhi's clear development blueprint and strong brand endorsement, thereby enhancing channel loyalty and enthusiasm for market expansion; terminal merchants can clearly perceive the market potential and differentiated advantages of Jingzhi products, thereby enhancing sales momentum; after consumers understand Jingzhi's industry status as the "leader of Shandong liquor revitalization" and "the setter of national standards for sesame fragrance", their sense of quality assurance and value recognition of Jingzhi is significantly enhanced, which is then transformed into trust and purchase willingness of Jingzhi products.
Looking forward to the future of Jingzhi, Weijiu is full of longing, let us continue to pay attention to it.
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