Channel diversification, media fragmentation, consumer attention is becoming more and more scarce, brand marketing has changed from one-way communication to two-way output interaction, and the link between brands and consumers is getting shorter and shorter. How brands can identify marketing touchpoints, and associate with consumers, effectively communicate, so as to have preferences for brands, and then promote the development of enterprises is the common proposition of chinese marketing today. Chinese wine is in it, and there is an example to follow, that is, the IP marketing model based on the value of content.
On October 22, the launch ceremony and press conference of Wuliangye's exclusive strategic cooperation and exclusive title of the large-scale documentary series "Forbidden City" was held in Beijing.
01
"Forbidden City" is an inevitable choice for Wuliangye
From the perspective of marketing, IP marketing refers specifically to those who have a certain degree of popularity and potential monetization ability of "intellectual property", as long as there are content derivatives, popularity and topics of brand, product and even individual, can be regarded as an IP, its logic is to use the brand bundle IP, through the continuous output of high-quality content to meet consumer cognition, to achieve enhance brand and consumer affinity and matching and other values.
Forbidden City is the Forbidden City in Beijing - the imperial palace of the Ming and Qing dynasties in China, located in the center of the central axis of Beijing, built in accordance with the concept of "the unity of heaven and man", covering an area of about 720,000 square meters, with more than 70 large and small palaces, more than 9,000 houses, is one of the largest and most complete preserved wooden structure ancient buildings in the world, is a national AAAAA-level tourist attraction, in 1961 was listed as the first batch of national key cultural relics protection units, in 1987 was listed as a world cultural heritage. The documentary "Forbidden City" itself focuses on the 600-year historical changes of the Forbidden City, which is the visual display of the big IP of the Forbidden City, from the original intention of the project, to the image content, to the vision pattern, and the audience group has a strong sense of value and cultural attributes, which can be said to be one of the top IP in China.
Throughout the world famous wine, behind each kind of famous wine has its own deep cultural background of the region and the nation, which is the fundamental force for the upward growth of the brand, and Wuliangye, which has been infiltrated by thousands of years of culture, as a representative of Chinese culture and Chinese wine culture, requires it to firmly grasp the melody of the times and firmly follow the direction of the times. In the context of the rise of great powers, super IP such as "Forbidden City" that has been given insight into history, culture and times is naturally the focus and participation of Wuliangye, which is behind the authoritative and representative source of Wuliangye famous wine, and it is also the famous wine of Wuliangye brand for the rejuvenation of big countries!
Since the start of the new journey of "secondary entrepreneurship" in 2017, Wuliangye has carried out in-depth changes in terms of brands, products, channels, systems, etc., and the reform efforts are so great that they are extremely rare in the liquor industry. It should be said that Wuliangye has promoted the sustainable and high-quality development of enterprises through active strategies and tactics, especially in the context of national rejuvenation and cultural precedence, Wuliangye needs more profound cultural thinking to improve the brand core. The combination with super IP such as "Forbidden City" can further enrich Wuliangye's brand content from multiple angles such as cultural inheritance and quality belief. Therefore, the cooperation between Wuliangye and the Forbidden City is expected by all, mutual benefit and win-win results, which is of great significance!
02
Wuliangye and the IP commonality of "Forbidden City"
Brand IP marketing has great advantages in brand reach, brand fit, and target consumer matching, reflecting the meaning of consumer values, outlook on life, world view and other philosophical levels, with strong penetration and extension, but in the end it is valuable to have cultural and emotional resonance with consumers. Therefore, the mature IP image must be able to reflect the brand characteristics, but also allow the brand and consumers to deeply connect, narrow the distance between the brand and the audience, and ultimately achieve the goal of promoting the development of the enterprise!
The World Heritage Organization's assessment of the Forbidden City (Forbidden City) is: "The Forbidden City has been the highest center of power in China for more than five centuries, and it has become a priceless historical witness to Chinese civilization in the Ming and Qing dynasties with its garden landscape and huge complex of 9,000 rooms that house furniture and crafts." ”
As a "cultural heritage", a large number of IP works derived around the Forbidden City have long broken through the limitations of the traditional concept of "cultural relics", strengthened the environmental awareness and sharing awareness of heritage, and the concept that the whole society must undertake management and protection, and promoted the cultural pride and sense of responsibility of the Chinese. As Wu Zhiyong, the general director of "Forbidden City", said that he hopes that this documentary will have the expression of historical views on the basis of major history, while maintaining a heavy tone, with the help of new technologies and new ways, it will arouse more young people's attention and love for Chinese history and China's excellent traditional culture.
From the above content, we can see that "legend, inheritance, and tribute" is the biggest spiritual core of the IP of "Forbidden City", "Tianren and One" is the architectural concept of the Forbidden City, and also the millennium wisdom of the Chinese; similarly, as a legend of the Chinese wine industry, Wuliangye, which inherits the millennium Chinese winemaking culture, has also been paying tribute to the good life with the value concept of "harmony and difference, beauty and commonality", meeting the needs of consumers in the new era for high-quality wine.
From the perspective of brand and culture, "Forbidden City" is a historical picture scroll of Chinese striving for a happy life, representing the continuous summarization, improvement and pioneering spirit of the Chinese over the past 600 years; similarly, under the common theme of "Respecting the Years with Legends", Wuliangye has been practicing the brand connotation of "The Essence of Heaven and Earth, the National Spirit, and the Wonderful World" with actions, continuously promoting the essence of the years and cultural symbols of the Forbidden City, and constantly stimulating the legendary energy that makes the classic and sustainable including Wuliangye itself.
At this moment, Wuliangye's ingenuity inheritance found the echo of history and the resonance of value in "Forbidden City", and the master craftsmen of Wuliangye and the skilled craftsmen in the Forbidden City breathed and prospered in the cultural classics.
03
"Forbidden City" is Wuliangye's marketing innovation
High-quality IP potential energy is inseparable from the strong content force, we are now experiencing the era of transformation from channel for king to IP for king, content marketing is becoming more and more important. Enterprises should continue to innovate in content, not only in products, but also in user experience, and only by constantly innovating to produce more content can they attract brand consumers, and all this content is the use of IP emotions and stories to echo consumers' value demands!
Wu Xiaobo, a famous financial writer, once said that when personality begins to generate value, the cost of the product itself begins to decouple from its price. For Chinese liquor, which is upgrading its consumption structure, Chinese consumers who meet the needs of material enjoyment are paying more and more attention to the spirit, and are willing to pay for the brand premium that conforms to their own value orientation. The documentary "Forbidden City" takes the "change" as the starting point, stands in the perspective of the big history, selects a number of "change" events in the process of China's nearly 600 years of history, interprets the gains and losses at the inflection point of history, draws Chinese wisdom from 5,000 years of Chinese culture, understands the world through the Forbidden City, and also allows the world to read China from the 600 years condensed by the Forbidden City.
For individuals, the "Forbidden City" documentary is the enlightenment of history's education and life; for the times, the "Forbidden City" documentary is the clarion call of the years and struggle! Similarly, Wuliangye, which has the longest existing time in China (more than 650 years) of crypt-type ancient cellar pond group, needs the continuous empowerment of super IP such as "Forbidden City", Wuliangye Group has clearly targeted the strategic goal of the world's top 500 and world-class enterprises in the new era of "14th Five-Year Plan", which shows that Wuliangye Group has always maintained a high degree of strategic sobriety and unremitting entrepreneurial spirit, which is consistent with the super IP appeal of "Forbidden City"!
China's Wuliangye needs a culture with Chinese characteristics; the world's Wuliangye needs world-class stories. From the national "Compass Plan" archaeological Wuliangye project, the exclusive title of "Shangxin • Forbidden City" for three consecutive seasons, the innovative creation of "Top Museum Visiting Program", "Rose Wedding Ceremony" and other brand culture IP, Wuliangye constantly innovates its own brand image from the perspective of the state, nation and individual; appears at the World Expo, participates in the Expo, the East Expo, and deeply participates in high-end international platforms such as APEC, Wuliangye is telling the cultural story of Chinese liquor and Wuliangye to the world with the attitude of "great country fragrance".
As Zou Tao, vice chairman of Wuliangye Group Company and general manager of The Joint Stock Company, said: The Forbidden City and Wuliangye have jointly experienced the great changes of the times, the rebirth and prosperity of the Chinese nation in the past 600 years, and jointly achieved the cultural classics that reflect each other and have their own characteristics in the historical narrative.
Condensing the spirit of inheritance, highlighting cultural self-confidence, shouldering the responsibility of a big country, showing China's wisdom, the Forbidden City crosses the long river of history, and is the guardian, inheritor and promoter of traditional culture. In the Chinese wine industry, Wuliangye is already the cultural coordinates and beacon of the industry, and it will also pay tribute to a better life with fine wine, enlighten the spiritual world, coexist with the United States, and interpret the value of the new era!
(Transferred from Cai Xuefei marketing studio WeChat public account)