Wen | Ouyang Qianli is a researcher in the liquor industry
The silent moisturizer is the "high level" of brand marketing. - Caption
On October 22, Wuliangye's exclusive strategic cooperation and exclusive title of the large-scale documentary series "Forbidden City" was launched. Looking at history with the city, talking about the country with the city, the perspective is grand, presenting the vicissitudes of China's 600 years of ups and downs from the level of national development and civilization progress, recording the changes and development of the times, and highlighting the self-confidence of Chinese culture. Among them, Wuliangye, which has been brewed uninterruptedly for 653 years and has been brewing in the ancient cellar pool of the early Ming Dynasty, has been integrated into the "Forbidden City" documentary with the role of a witness, making the practitioners "shoot the case and scream", so that the audience "relished it".
The Forbidden City, derived from the planning concept of "the unity of heaven and man", the Emperor of Heaven lived in ziwei palace, and the residence of the emperor (tianzi) on earth was called ziwei, ziyuan and purple palace. During the feudal period, the imperial palace belonged to the forbidden land, also known as the "Purple Forbidden". In 1924, Puyi was expelled from the palace by Feng Yuxiang. In 1925, the Palace Museum was established and opened to the public, and since then the Forbidden City has been known as the "Forbidden City" (the old imperial palace). It is reported that Wuliangye has previously been exclusively titled "Shangxin · Forbidden City" for three consecutive seasons. Now it has joined hands with the Forbidden City again, so the industry calls it "brand from high to new high".
<h1 class="pgc-h-arrow-right" data-track="9" > brand "revitalized", interpreted for six hundred years</h1>
The Forbidden City, the old imperial city, has been 600 years, most of the Chinese people may not have been there in person in their lifetime, but it does not hinder the Chinese people's yearning for the Forbidden City. Just as Zou Tao, vice chairman of Wuliangye Group Company and general manager of the joint-stock company, said, the Forbidden City is China's most famous world cultural heritage, the most important historical witness of the Ming and Qing dynasties, a witness and witness to the changes in the history of China and even the world, carrying the profound national feelings of the sons and daughters of China, and has become one of the symbols of Chinese civilization.
Wuliangye brewing technology began in the Tang Dynasty, flourished in the Song Dynasty, and became in the Ming Dynasty. From the heavy Bichun wine of the Sheng Tang Dynasty, to the Yao Zi Xuequ of the Song Dynasty, the miscellaneous grain wine of the Ming Dynasty, and then to the official name of "Wuliangye" in 1909 because of the "jade liquid made of the essence of the five grains", from the help of the xingxing literati and inkers to the ancient sentences to now enter the homes of ordinary people, the inheritance has been more than a thousand years.
As we all know, Wuliangye has an ancient cellar pond group that was founded in the first year of Hongwu in the early Ming Dynasty, and is committed to protecting and promoting the national intangible cultural heritage. In other words, the development of Wuliangye has witnessed and promoted the development of China's liquor industry, and has continued to show the persistence and inheritance of the craftsman spirit, and constantly writes the legend of Chinese liquor culture. Thus achieving the status of Wuliangye in the liquor industry, the typical representative of China's strong flavored liquor and the leading enterprise in the industry.
Wuliangye, Yibin, the starting point of the Yangtze River, and the Forbidden City of Beijing, the imperial city of Tianzi, together appreciate the great changes of the times, the rebirth and prosperity of the Chinese nation over the past 600 years. When "Forbidden City" aroused the attention of Chinese classics at home and abroad, Wuliangye was further "revitalized" through the Forbidden City, interpreting the 600 years through time and space.
<h1 class="pgc-h-arrow-right" data-track="20" > brand "heritage" and integrated into the Forbidden City</h1>
Documentaries are timeless, and when the audience calms down to feel it, it will be substituted into it, so as to experience its true charm. I have watched the food documentary "A String of Life" on the video website, and at the end of the film, I found that some netizens played the bullet screen of "thank you for hospitality", which shows the sense of substitution and charm of the documentary. "Forbidden City" lasted three years of polishing, with the context of time as the main line, taking into account the professionalism and historical depth, relying on cultural relics, taking the story of architecture, shaping the characters with stories, seeing the ancient and modern with the characters, drawing Chinese wisdom from the millennium Chinese culture, understanding the world through the Forbidden City, and also allowing the world to read China from the more than 600 years of the Forbidden City.
When the audience watches "Forbidden City", they will be brought into the magnificent historical scene by a grand perspective, and then inadvertently discover Yibin and Wuliangye, all of which are orderly and natural. Taking the first episode of "The King" as an example, the geopolitics and national strategies of the Ming Dynasty are described through "building a city and moving the capital". The Forbidden City requires high-quality wood, and Nanmu is the best choice. At this time, the Nanmu Forest in Pingshan County, Yibin City, became the focus of the story, which naturally led to the introduction of yibin, the wine capital, and showed the unique ecological environment of yibin. Among them, the forbidden city craftsmen "employment regardless of the cost, use time regardless of the years, care regardless of the cost" the pursuit of the craftsman spirit coincides with the inheritance of Wuliangye ingenuity.
The brand is recorded in history, and the product is integrated into the story, so that it can achieve "inheritance" like the process. "Forbidden City" is a classic documentary that will affect generations of audiences who will remember the Ming and Qing dynasties and the Forbidden City, as well as Yibin and Wuliangye, which is precisely the historical fact, and the documentary will interpret it more perfectly.
<h1 class="pgc-h-arrow-right" data-track="28" > brand "empowers" and embraces consumers</h1>
The Forbidden City, for most people, is understood as the emperor's court, or even the emperor's harem. Many people come to the Forbidden City because they know something about it from literary works, film and television dramas, so they come to visit it.
In fact, the documentary "Forbidden City" wants to tell the audience that the 600 years of magnificent history behind the Forbidden City have outlined the rise and fall of the glory and disgrace and the spiritual characteristics of the Chinese nation through 12 chapters of "The King", "Jiye", "Long Road", "Shock", "Encounter", "Vision", "Fusion", "Prosperous Age", "Thinking of Danger", "Tucun", "Breaking Dawn" and "New Life".
As a strategic partner and exclusive naming unit, Wuliangye and the Forbidden City focus on the brand connotation of "the essence of heaven and earth, the national spirit, and the wonderful world", through creative content and expression with a sense of history and a sense of the times, show the memory of the times and the changes of the times, and effectively reach and disseminate the brand value, brand culture and brand pattern of Wuliangye to consumers, so that they can feel the accumulation of Wuliangye's history and unique brand culture connotation, and enhance consumer awareness and favorability.
<h1 class="pgc-h-arrow-right" data-track="37" > postscript</h1>
The Forbidden City × Wuliangye, the yearning for a better life, the image from warmer to warmer; Wuliangye × the Forbidden City, the pursuit of a better life, the brand from the high point to the new high point. The top IP of the Chinese context, "Forbidden City", shines brightly, witnessing Wuliangye using wine as the medium to carry forward the concept of "harmony and difference, beauty and commonality".