A journey to protect the national treasure began
From October 23, every Saturday at 19:30,30,00 "National Treasures Performance Season" will be broadcast on CCTV-3 Variety Channel, in addition to the familiar stage and "001 docent" Zhang Guoguo, there is also an old friend - Shuijingfang. Shuijingfang continues its 3-year love affair with "National Treasure", and in this season, the new collection will be one of the representatives of Shuijingfang, debuting on the national treasure stage, inheriting Chinese culture, and guarding 27 top national treasures.
Since the launch of the first season of "National Treasure" in 2017, with the true, comprehensive and three-dimensional display of the cultural treasures of the Chinese nation, it has gradually laid the foundation for the status of "National Treasure" in the variety show, which was upgraded to the "Exhibition Season" this year, and after the trailer was released on the whole network, major museums have forwarded it, and the audience is even more looking forward to it, and has set off a wave of discussion on social platforms such as Weibo.
In the trailer, "001 Docent" Zhang Guoli opened, "Let the national treasure come alive, here is the "National Treasure Exhibition Season", we 'Zhang Bang Zhaoxian' to create literary and artistic exhibits for the national treasure." Immediately after, it was the national treasure creators Lu Siqing, Han Zhen, Zhou Liya, Zhou Shen, etc. who appeared one by one, which is not difficult to see the difference of "National Treasure Exhibition Season" and further trigger the desire to watch.
According to reports, the first cultural relics of the "National Treasures Exhibition and Performance Season" participating in the "performance" are Wang Ximeng's "Thousand Miles of Rivers and Mountains" volume, which is the treasure cultural relics of the first phase of the first season of "National Treasures", and it is also the origin of Shuijingfang and "National Treasures".
Spanning four years, three times together with "National Treasure", in a new way, let the audience once again feel the background behind Wang Ximeng's "Thousand Miles of Rivers and Mountains" volume, revealing that Shuijingfang's original intention to protect "National Treasure" has not changed, and this insistence is derived from the core of the 600-year generation inheritance and protection of traditional Shuijingfang wine brewing techniques.
The new collection was officially launched on September 9 this year, from the wine body to the taste, from the packaging to the cultural connotation have completed a new transformation, shouldering the strategic significance of opening the era of high-end large items in Shuijingfang. Zhou Yuanxin, chief marketing and innovation officer of Shuijingfang, said that one of the goals of the new collection is to become the most culturally rich item in China's high-end liquor.
After the listing, the new advertising blockbuster of the new collection was broadcast in the core time of CCTV multiple channels, and the new advertising screen quickly landed on the airport and high-speed rail. In this year's "National Treasure Exhibition Season", the new collection will guard 27 top national treasure heavy weapons, through the cultural empowerment of national treasures, it will inject new brand connotation into the new collection, and carry out high-frequency in-depth communication with consumers, which will help Shuijingfang's high-end strategy to speed up again, and is also an important milestone for Shuijingfang to strengthen the construction of brand cultural connotation.
With the accelerated transformation of China's economic structure, the demand of high-end liquor consumers from face consumption to connotation expression transformation, the construction of brand culture connotation has become the key strategy of the head enterprise, as a brand with a 600-year heritage history, Shuijingfang is also constantly exploring culture to lead the development of the brand, "National Treasures" This program presents a cultural depth and height, which coincides with the concept of Shuijingfang.
Based on the cultural touch and emotional resonance brought by "National Treasure", an effective communication bridge will be built between the new collection and consumers, further promoting the market's recognition and recognition of the new collection, excavating a larger market increment, and promoting "Chen, Xiang, Round and Run" into the hearts of more consumers.
In the view of industry insiders, the continuous empowerment of scarce cultural content will inject cultural power into the brand, and will form a strong cultural resonance in the circle of the target group for a long time, provide support for the value enhancement and word-of-mouth cultivation of the new collection, and ultimately promote the new collection to achieve its strategic goals.
In a sense, Shuijingfang is guarding the national treasure, which is also the "national treasure" itself. It has a nationally certified tangible cultural heritage - Shuijingfang Museum, and a national intangible cultural heritage - Shuijingfang wine traditional brewing technology, and has been guarding the "double heritage" for 600 years.
In the new era, for many enterprises, how to protect, inherit, spread traditional culture is a proposition worth thinking about, in recent years, Shuijingfang in the cultural protection of unremitting efforts and persistence, out of their own "guardian path".
Just recently, Shuijingfang and the "Chengdu International Poetry Week" reached a strategic cooperation for three consecutive years, which will explore the way of guarding culture from the field of poetry, and will hold the opening ceremony of the 8th Chengdu Intangible Cultural Heritage Festival at the Shuijingfang Museum on October 28, which shows Shuijingfang's determination to protect culture.
As early as 2018, Shuijingfang established the first intangible cultural heritage protection fund in the domestic liquor industry, and carried out many actions around the "intangible cultural heritage", such as holding the exhibition of non-genetic inheritance and innovation achievements of "Chuangcheng Intelligent Manufacturing" and hosting the opening ceremony of the "7th China Chengdu International Intangible Cultural Heritage Festival · Jinjiang Branch Venue". Not only that, Shuijingfang has also perfectly integrated intangible cultural heritage elements and products, and has successively created both artistic and practical products, including Museum No. 1 and The Golden Lion Costume, so that intangible cultural heritage can truly enter the daily life of consumers and give new vitality to traditional culture.
Obviously, as a liquor enterprise with profound cultural heritage, the efforts of the "guardian" Shuijingfang are not to stop at nothing, but to integrate this "guardian" spirit into the long-term development of the enterprise itself and its contribution to society, highlighting the mission and responsibility of Shuijingfang as a liquor enterprise with profound cultural heritage, and at the same time making the cultural inheritance more valuable and meaningful.
With the launch of "National Treasures in the Performance Season", the story of "guardianship" of Shuijingfang will also begin a new chapter.
Source: Winemaker