Text | Zhang Qiang
"When the youth is prosperous, the country is prosperous, and when the youth is strong, the country is strong. "Since ancient times, the power of youth can shake the mountains and seas, but it is not afraid of the years, the young generation has ideals, and the nation will have hope.
On May 4, the Central Committee of the Communist Youth League, Yanghe Co., Ltd., and the Planet Research Institute jointly produced a short film on the theme of the May Fourth Youth Day, in which Ouyang Ziyuan and Wang Ying, academicians of the Chinese Academy of Sciences, on behalf of the "stars" and "the sea", told the dream of the times of the "sea of stars".
From the perspective of recalling the past, the short film presents the dream-chasing stories of two "post-90s" academicians, making the unreachable "sea of stars" concrete and clear at this moment. The short film was released on Baidu, Weibo, Youtube, public account and other major social media, igniting the resonance of young people for their dreams and arousing great attention from netizens.
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National brand × national dream,
From history to the times
It is precisely because generations of Chinese young people have dreams, bravely undertake missions, fight bravely, and forge ahead, that the 5,000-year-old historical civilization of the Chinese nation will be so brilliant.
Academician Ouyang Ziyuan is an astrochemist and geochemist and the first chief scientist of China's lunar exploration program, and Academician Wang Ying is a coastal marine geomorphology and sedimentologist.
Since the fifties of the last century, two young people have responded to the call and embarked on their own dreams.
In 1952, Ouyang Ziyuan, encouraged by the whole county to "wake up the sleeping mountains," began to "search for minerals"; in 1956, Wang Ying, who went abroad for the first time to attend an international conference, was met with cold eyes and ridicule, and secretly made up his mind to "turn over the battle in science and research."
It is this belief that supports the two scientists, who measure the width of their dreams in a down-to-earth manner, and use their lives to explore the depth of their dreams.
"In the face of dreams, we will always be small, and it may take 10, 20, 50 years. But it doesn't matter, it is the norm for life's dreams not to come true, as long as you dare to dream, one day we will also find our own stars and our own sea. Ouyang Ziyuan and Academician Wang Ying put forward pertinent messages for the youth group.
Therefore, the meaning of dreams is to dare to think and dare to fight, and it is to inherit and take responsibility from generation to generation. Every step of chasing dreams is the first step, and dreams have no destination, only the next one. Further, the spirit of dreams is the spirit of China.
This is the value concept conveyed by the short film "Stars and the Sea" to the majority of young people and society, and behind this broad vision and state of mind is the embodiment of a corporate brand value. Behind the cooperation between Yanghe and the short film "Stars and the Sea" is the blockbuster combination of national brands and national dreams, surging with patriotic feelings and carrying the dreams of the times.
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Answer with dreams, work together with the culture of the new era, and lead the atmosphere of the times
Yanghe Dream Blue adheres to the "Our Dream, the Dream of the Times" and the inheritance of the dream of the times conveyed in the film, an era has a theme of the times, and a generation of young people also has the responsibility and responsibility of a generation of young people.
What is Yanghe's dream?
It is the same frequency of the times, committed to the practice of corporate social responsibility of a great country, the "Chinese business card" of inheriting ingenuity and committed to creating a fragrant world, and the humanistic ecology, and is committed to becoming a world cultural destination for wine and tourism.
As a strategic partner of China's aerospace industry, Yanghe has cooperated and grown with China Aerospace for many years, launched the "Million Aerospace Partner Program", broadcast the important moments of China's aerospace with CCTV, and helped aerospace public welfare, space science and technology popularization and talent training, and then launched the "Yanghe Dream Blue Jielong III Launch Vehicle...... Yanghe has always witnessed and participated in every leap in the development of China's aerospace industry.
In addition to the development of the aerospace industry, Yanghe also jointly released the "Dunhuang Guardian Plan" with the Dunhuang Grottoes Conservation and Research Foundation of China to promote the dream of cultural rejuvenation; actively responded to the call of the national sports spirit to hold the "I Love Sky Blue" urban orienteering competition and ice and snow sports competition to help the dream of becoming a sports power, and in the remote and pure Qinghai-Tibet Plateau, the planned 200 acres of "Lhasa Lang Hot Wine Village" rose from the ground to continue the dream of rural revitalization.
On the world stage, we have gradually seen Yanghe's "dream to connect the world" step by step, from the "BRICS Night" era dinner, the "dream friend" era dinner to the 7th Global Diplomat Chinese Culture Night, from the G20 Summit, the "Belt and Road" summit, to the "Davos Forum" and "World Brand Road" New Year's Eve speech, Yanghe sailed with dreams, conveyed China's energy, wrote "family and country feelings", wrote "responsibility of the times", and wrote "millennium dreams".
On the road of chasing dreams, there has never been a shortage of salary passers and practitioners, but what is lacking is a pioneer like Dream Blue, which can lead the atmosphere of the new era, resonate with the new era, and work together with the culture of the new era, so as to become a spiritual symbol with the connotation of the times, as well as the power of wine culture to promote the progress of the new era.
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The birth of dream culture IP,
Boost the new connotation of Yanghe dream
There is a view that the essence of content marketing IP is to re-aggregate and even attract more consumers' attention in a fragmented market environment by releasing the value of content marketing.
This means that if enterprises want to achieve the effect of 1+1>2 in terms of cross-border with cultural IP, they must have a complete set of cultural production methods to achieve a strong correlation between brand cultural genes and cross-border cultural themes.
And Yanghe may have found the right "way" in this regard.
Since 2022, Yanghe has insisted on releasing video clips with relevant institutions on the day of "May Fourth Youth Day" every year.
From "Young Old Friends" in 2022, "Dreams" in 2023, to "Stars and the Sea" this year, Yanghe's May Fourth Youth Day short films have become the focus of young people's attention.
Some industry experts said that the May Fourth Youth Day short film has given Yanghe a deeper and wider accessible space in the field of dream culture, successfully excavated the connection between dream culture and brand, excavated the part that can empathize with brands and consumers, and enhanced consumers' brand identity in a more flexible way.
Liu Shengsong, general manager of Counseling Consulting, said that the short film of Yanghe May Fourth Youth Festival has become the fifth brand IP of the Guyu Forum, the Sealing Ceremony, the Cellar Opening Festival, and China's Aerospace Post, which is an important presentation of Yanghe's dream culture and the core spirit of Yanghe Liquor.
After years of persistence, Yanghe's May Fourth Youth Day short film has also achieved one breakthrough after another, not only improving the brand voice, but also playing a role in C-end communication and market influence.
As a super symbol of Yanghe's dream, the "May Fourth Youth Day" short film deeply excavates the brand connotation, expresses the brand value in different directions, and continues to sublimate in iteration and innovation.
Some people in the industry believe that the Yanghe May Fourth Youth Day short film itself is a product of the Yanghe dream that fits the spirit of the times. In each year, the theme of the short film has always maintained the resonance with the times, conveyed the spirit of Yanghe's dream, and formed an IP power that resonates with the times.
Yanghe fully realizes that using the dream culture and showing it in a contemporary way and aesthetics is a "password" for the brand to the hearts of consumers.
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