Chinese traditional culture is deeply rooted in the hearts of every Chinese, which not only carries the wisdom and philosophy of a thousand-year-old civilization, but also cultivates core values such as benevolence, honesty and etiquette, and shapes the unique spiritual temperament of the Chinese nation. In modern society, this cultural wealth still guides the direction of our life, provides lasting spiritual power and moral support for the harmonious development of society, and also provides sufficient nutrients for the continuous innovation and development of enterprises.
From August 14th to 16th, 2024, the "2024 Traditional Chinese Festival·Mid-Autumn Reunion Season" cultural and creative kit, which symbolizes completeness and beauty, will be sold online on i Moutai for a limited time through a special online shopping session. This cultural and creative product not only demonstrates Moutai's deep understanding and inheritance of traditional Chinese culture, its keen insight into the market and trend control, but also shows many strategic characteristics of Moutai's cultural IP marketing.
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Brand heritage and continuation
Cultural creativity is a dialogue across time and space
Culture is undoubtedly the soul of cultural and creative products. The Mid-Autumn Festival has a tradition of moon appreciation since ancient times, and the fulfillment of the moon symbolizes the beautiful vision of family reunion, and Moutai, as a representative of traditional Chinese liquor, has long surpassed the definition of a drink and has become one of the symbols of Chinese culture. Through the design of this cultural and creative product, Moutai integrates this Chinese romantic feeling, so that consumers can feel the cultural atmosphere and emotional resonance of the festival while enjoying Moutai. This ingenious cultural integration not only enhances the cultural attributes of the product, but also strengthens the cultural symbolic status of Moutai in the hearts of consumers, thus jointly helping people to live a better life.
Since its establishment in 2013, Moutai Cultural Tourism Company has been committed to closely integrating the Moutai brand with Chinese culture. The launch of the Mid-Autumn Festival cultural and creative products is the latest achievement of Moutai's continuous exploration of cultural inheritance and innovation. The cultural and creative products launched by Moutai this time not only present the profound connotation of traditional culture in terms of vision and function, but also give the products new cultural value through the combination of elaborate design and modern technology, so the "2024 Traditional Chinese Festival· Mid-Autumn Festival Reunion Season" cultural and creative box is not only the inheritance and development of traditional culture, but also the concrete expression of Moutai brand culture.
What is more noteworthy is that through the combination of cultural elements such as "reunion" and "moon appreciation" with the brand spirit, Moutai has further deepened the cultural connotation of its brand, demonstrated its respect for and promotion of traditional culture, and completed the in-depth communication and dialogue between the Moutai brand and consumers at the festive moment of the Mid-Autumn Festival through the "2024 Traditional Chinese Festival·Mid-Autumn Festival Reunion Season" cultural and creative set, a scarce product that is limited to sale, across time and space, and at the festive moment of the Mid-Autumn Festival.
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Product carrying and expression
Cultural creativity is the resonance of the soul
The stories, symbols, and elements in the excellent traditional Chinese culture can be directly integrated into products and services, which is not only an important source of creativity and inspiration for cultural and creative products, but also can enhance the cultural connotation and economic added value of products, and extend the life cycle of products.
Among the Mid-Autumn Festival cultural and creative products, including two bottles of 53%vol 200ml Kweichow Moutai (special version). On the basis of retaining the classic visual elements of Moutai, the "Jiachen Mid-Autumn Festival" seal seal was innovatively introduced as the main identification symbol of the wine label. This design not only enhances the cultural attributes of the product, but also allows consumers to have an in-depth understanding of the traditional Chinese Mid-Autumn Festival culture and Moutai liquor making process through the introduction in the wine box, thereby enhancing the cultural added value of the product.
In addition, the design of "Drunken Moon Viewing Mirror" has become one of the highlights of this cultural and creative product. This unique moon viewing tool is centered on the five-stage design of the lens tube, incorporating a large number of traditional elements related to the Mid-Autumn Festival, such as flying sky, jade rabbit, osmanthus, full moon, etc., forming an elegant and poetic picture. The various parts of the lens barrel not only reflect the classic elements of the Moutai brand, but also skillfully combine traditional Chinese patterns and meanings, such as the combination of the Maotai bottle and the quadrangular continuous pattern, the application of the Ruyi pattern, and the design of the double dragon holding the moon, which further highlight the theme of the Mid-Autumn Festival. This mirror not only has a practical telescope function, but also has become a practical and ornamental cultural and creative product through unique design. (It is said that this telescope can really see the surface of the moon clearly).
From 2022 onwards, Moutai Cultural Tourism Company will continue the creative style of "Traditional Chinese Festival·Dragon Boat Festival and Healthy Season", and launch cultural and creative products of "Traditional Chinese Festival ·Mid-Autumn Festival Reunion Season". Every year, in the four traditional festivals of the Spring Festival, Qingming Festival, Dragon Boat Festival and Mid-Autumn Festival, Moutai will launch a series of cultural and creative sets of "Traditional Chinese Festival" in a timely manner with the four themes of "Blessing, Thanksgiving, Health and Reunion" as the main design ideas.
From the perspective of combing, Moutai's traditional festival IP innovation process reflects a high degree of logic and systematization. From the early concept refinement to product research and development, and then to the later promotion, each link has undergone rigorous thinking and deduction to ensure the smooth and consistent connection between the front and back, so as to bring consumers a collection of ornamental, practical, and collection of the "Traditional Chinese Festival" series of cultural and creative boxes, but also complete the emotional connection and resonance between the Moutai brand and consumers at the cultural level!
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Market recognition and support
Cultural creativity is the key to the future
Chinese wine culture is deeply rooted in traditional culture, and commercialization is an indispensable way for traditional culture to maintain its vitality and influence in modern society. Through commercial operation, traditional culture can not only be more widely disseminated and recognized, but also deeply integrated with modern lifestyles and glow with new vitality. Commercialization gives traditional culture a new way of expression, so that it can adapt to the needs of the times in continuous innovation, so as to continue its value and influence, and only under the promotion of commercialization, can traditional cultural IP truly enter public life and become an important force in social development.
In order to complete the shaping and dissemination of cultural IP, it is necessary to absorb the excellent traditional Chinese cultural materials inclusively, and deeply excavate and inherit its spiritual core and values. In the inheritance of culture, we should actively explore more extensive, more difficult and more complex types of technologies, covering a longer value chain of cultural products. On the basis of digging deep into the potential of culture and technology, according to the diversified needs of the market, optimize the production system of enterprises, cultivate new cultural formats and consumption patterns, and create high-quality, high-cultural identity of physical service cultural products, the "2024 Traditional Chinese Festival·Mid-Autumn Festival Reunion Season" cultural and creative package is the best embodiment.
The Mid-Autumn Festival is an important festival for family reunions in China, and alcohol products play an important role in the festival, and Moutai's Mid-Autumn cultural and creative products are precisely positioned for this specific market. Through the launch of this unique product, Moutai not only meets consumers' demand for dinner and gifts for high-end liquor products during the Mid-Autumn Festival, but also combines traditional festival culture, brand culture and practicality through the addition of cultural and creative elements, giving the product a higher aesthetic value and making the product more attractive, and also making the "2024 Traditional Chinese Festival ·Mid-Autumn Festival Reunion Season" cultural and creative box truly integrates functionality and culture, which greatly enhances its competitiveness in the market of collection and investment.
Whether it is the "Moon Shadow Tea Set Set", "Toast to the Moon - Mid-Autumn Festival Special Edition Xiao Mao" in the 2022 Mid-Autumn Festival Cultural and Creative Package, or the "Zongzhou Aromatherapy Ornaments" and "Jade Rabbit Sterling Silver Ornaments" in the 2023 Dragon Boat Festival Cultural and Creative Package, Moutai is constantly decoding the connotation and extension of cultural creativity and business innovation, and exploring a new path from cultural communication to value transformation.
The remarkable effect of Moutai's cultural and creative products is the effect. In 2023, Moutai Cultural Tourism Company will perform well in the high-end festival-themed cultural and creative market, and the annual sales revenue of cultural and creative products will exceed 600 million yuan. The "Traditional Chinese Festival · Season" series of products successfully broke the circle, the "Mid-Autumn Festival Reunion Season" product won the China International Industrial Design Expo Outstanding Work Award, and the "Xiaomao Gramophone Gift Box" won the gold medal of the United States Muse Design Award Design Competition.
Practice has proved that the cultural and creative products of "Traditional Chinese Festival ·Mid-Autumn Reunion Season" launched by Moutai are not only an innovative market attempt, but also a deep combination of brand cultural inheritance and market strategy. Through the launch of cultural and creative products, Moutai not only realized the deep integration of culture and products in brand promotion, but also further deepened the implementation of Moutai's "wine + culture + tourism" strategy, formed a win-win situation of brand, product and regional culture, consolidated Moutai's leading position in the high-end liquor market, and greatly promoted the coordinated development of Moutai's cultural and tourism industry.
Finally, no matter how the years change, Chinese culture is like an immortal lighthouse, which is the gene in our blood, and it is also the endless driving force for cohesion and brilliance, which has always inspired Chinese brands, including the Chinese wine industry, to pursue their dreams and open up the future!
At this time, the Mid-Autumn Festival is reunited; At this moment, heaven and earth celebrate together!