In May, the season of blooming flowers, the foot of Mount Tai ushered in a feast full of youthful vitality and musical charm - the 2024 Taishan Tianping Lake Luhua New Youth Music Festival.
The grand music festival was co-sponsored by the People's Government of Daiyue District, Tai'an Tourism Economic Development Zone Management Committee and Shandong Internet Media Group, and was also organized by Tai'an Cultural Tourism Development Group Co., Ltd., Dazhong.com Tai'an and New Youth (Shandong) Cultural Industry Co., Ltd. In addition, the overall sponsor of the festival is Shandong Luhua Group, which has injected more vitality and passion into this carnival of youth.
As a shining pearl of youth culture in Shandong after ten years, this year's New Youth Music Festival lasted for two days, attracting 22 groups of top domestic musicians and bands such as Wang Sulong, Shan Yichun, Lao Wolf, Zheng Jun, Prism, Galaxy Express, etc., and more than 60,000 music fans from all over the world gathered in Mount Tai to participate in the grand event.
In this carnival of music, young people are undoubtedly the absolute protagonists, who show their youthful dreams as a group of "new youth". At the music festival, the young forces represented by the post-90s and post-00s accounted for 82.6%, and they released the vitality of youth to the fullest and collided with music to create the most beautiful sparks. Compared with traditional concerts, the festival pays more attention to the participation and interactivity of music fans, creating an immersive music world for everyone, so that every song and every note can touch the heart, becoming the best way to release stress and return to life.
As the title sponsor of this music festival, Luhua Group has formed a brand mentality of "Luhua understands me" in the hearts of young people through the strong appeal of the music festival that naturally exists among young people, in other words, so that the brand can mingle with young people and become a part of young people's lifestyle.
In particular, the interactive session of "10,000 people relaying noodles" allows young people to have a sense of trust and favorability towards the brand through this kind of daily life similar to clothing, food, housing and transportation, and achieve resonance. Based on this, Luhua specially created a unique immersive experience link of "Taishan Eating Noodles and Guotai Min'an" for music fans, who can not only experience the unique charm of Luhua micro-fermented active noodles, taste oily noodles, scallion noodles and other delicacies, but also feel the food atmosphere in the "10,000 people eating noodles relay activity" held on the spot, and deeply experience the three characteristics of Luhua noodles - "easy to cook without muddy soup in the pot", "difficult to put in the bowl", "smooth and soft in the mouth". After experiencing the effect from the scene, music fans praised Luhua micro-fermented active noodles and placed orders to buy them in Luhua's official Douyin live broadcast room.
In addition, Luhua also prepared tens of thousands of exquisite gifts for music fans, including light sticks, bracelets, Internet celebrity frogs, etc., as well as on-site flags and other materials related to the New Youth Music Festival. Through the "Music Festival Ticket On-site Check-in and Stamp Receiving Gift Campaign", these gifts were swept away by music fans, and even KT boards and curtains were taken away by excited music fans as a souvenir of the music season.
The New Youth Music Festival not only enhanced the image of the Luhua brand, but also directly drove the online and offline sales boom. According to the data submitted by Luhua Shandong Region, online and offline activities were carried out for 12 days during the festival, and more than 7,000 prize cards were drawn in the background, driving online and offline sales. Among them, the online micro-assistance activity attracted more than 3,000 people to participate, and the number of visitors was nearly 40,000, which aroused a large number of new young music fans to forward and pay attention. Many music fans are even more happy to leave a message, and will take Luhua as the first choice of their whole family in the future, and will recommend it to their relatives and friends.
On social media, the "Luhua New Youth Music Festival" has attracted widespread attention. "Luhua New Youth Music Festival" related topics have been played more than 7,000 times on Douyin; The number of Weibo reads exceeded more than 2,000 times. The spread of related topics on the whole network has exceeded 700 million times, dominating the Douyin ranking and Weibo city hot list. As of 17 o'clock in the evening of May 5th, there have been more than 50,000 pieces of relevant information about the "New Youth Music Festival" on the whole network, including more than 300 news releases, more than 200 short videos, and more than 200 self-media pushes, which have been widely disseminated through the comprehensive use of websites, clients, Weibo, WeChat, Douyin, Kuaishou, Xiaohongshu and other financial media matrices.
After ten years, the New Youth Music Festival has become a cultural IP full of youthful atmosphere, which not only reflects the enthusiasm and vitality of contemporary youth and the pursuit of individuality and sunny life attitude, but also is one of the best platforms for Luhua Group to interact with young people. As a leading enterprise in national agricultural industrialization, Luhua Group has always adhered to the strategy of scientific and technological innovation and famous brand, and is committed to providing consumers with high-quality products, which coincides with the spirit of the young generation represented by the New Youth Music Festival.
Through this music festival, Luhua Group not only showed its youthful brand image to young people, but also achieved the same frequency resonance with young consumer groups through music in the future, and worked together.