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According to data from the Ministry of Culture and Tourism, a total of 295 million domestic tourism trips were made this year, a year-on-year increase of 7.6%. The scene of each scenic spot can be described as a crowd!
With the crowd of people during the May Day holiday, a series of consumption rhythm recovery accelerated, driving the return of catering, travel and leisure and other consumption scenes, Huijishan combined with its own "younger" brand strategy, officially opened the "May Day do not go to work to drink Huijishan" activity, in Jinhua, Changzhou, Shaoxing and Huzhou four cities, in full swing to carry out a series of delivery activities, unlock the new scene of music festival rice wine consumption, and present a trendy and fun "rice wine" journey.
Unlock the May Day to open a new way, a hundred years of "Huiji Mountain" super trendy
"Youth" is gradually becoming a circle-breaking code for wine marketing.
The brand's rejuvenation route needs to be in line with the trendy and playful of the younger generation of consumers.
This time, Huijishan cooperated with the Hengdian OST Music Festival to master the May Day traffic password of the "Rice Wine + Music Festival". Airborne from Shaoxing to Hengdian, on-site wine distribution benefits, a limited time to open a wine car customized for the music festival, to create an atmosphere of clinking glasses at any time. On the day of the event, even if it rained lightly, there were still many tourists who braved the rain to take pictures in front of the uniquely decorated wine car of Huiji Mountain!
At the same time, Huijishan implanted the younger product "one smoke a day" sparkling rice wine into the consumption scene of young people, accelerating the pace of brand integration into young people. The century-old brand is reaching the emotions of young people and innovating the rice wine drinking scene through the combination of "rice wine + music festival".
Another city is staging a cross-border cooperation that is completely different from the music festival, unleashing the consumption potential of another wave of people.
Huiji Mountain is in Maoshan Oriental Salt Lake City, Changzhou, Jiangsu, and sets up the "Red Dust Inn" in the costume martial arts drama, inviting everyone to taste purer and softer Shaoxing rice wine. In the Wulin rivers and lakes built by Huiji Mountain, tourists from all over the world check in at the "Huiji Mountain 1743" ancient style booth.
In addition, Huiji Mountain linked 20 hotels and catering stores in the scenic area, launched the activity of "consumption and delivery", focused on catering channels, continued to develop catering terminals, realized that there are Huiji Mountain in the scenic area, formed a wide range of consumption atmosphere, and deepened the connection and memory points between consumers and Huiji Mountain in the catering scene of the May Day holiday.
(Huijishan Interactive Game)
Rejuvenate the quintessence of rice wine and innovate consumption scenarios
Rice wine, which has culture and connotation, is being revitalized by building a new consumption scene. Huijishan put forward the concept of "low-alcohol Chinese wine", which is in line with the consumption needs of health and self-please, and at the same time, the brand focuses on catering channels, pays attention to creating a consumption atmosphere, and innovates the consumption scene of rice wine.
Huijishan's May Day delivery activity has shortened the distance between brands and consumers. Whether it is "Music Festival + Rice Wine", "Ancient Rivers and Lakes + Rice Wine", or "Holiday Catering + Rice Wine", it is Huiji Mountain's exploration of the new consumption scene of rice wine.
As Yang Gang, general manager of Huijishan Shaoxing Liquor Co., Ltd., said, "We firmly believe that as long as rice wine can find the right positioning and scene, it will definitely be able to gain a place in the trillion-level market of the wine industry." ”
Huijishan is taking the trendy and fun brand exposure as the starting point, and showing the new vitality of the brand for more than 280 years through innovative and diversified expressions, so that the quintessential rice wine has another possibility.