There are two ways to create a wine: go up and go forward

Text / Lu Daisi

In the past few years, "cultural creativity" has gone from fresh, to creative, and even now it has become a "traffic password". Its emergence is not simply to meet the needs of marketing, but also represents people's demands for the spiritual level of taste, fashion and so on. The Lookout Think Tank has released a report predicting six major trends in China's Internet, one of which includes cultural creation, which said that "cultural creativity will become a mode of cultural production in the new era."

The unique vitality of the creation and innovation of culture as a material comes from the deepening of consumers' understanding of culture. In today's advocacy of cultural self-confidence, the explosion of cultural creativity can even glimpse the current trend of thought.

Looking at the wine industry, the form of cultural creation is being adopted by more and more wine companies with its unique design concept and creativity closer to consumers. As long as the product has keywords such as "zodiac style", "commemorative model", "joint model", and then superimposed "limited", it will become the darling of the market and the collection industry.

Judging from the current market performance, the linkage between cultural creativity and wine has two completely different paths: one is to embrace history, and the other is to be close to modernity.

Cultural creativity is upward, embracing history

On the road of embracing history, there have been successful cases brought by leading wine companies such as Maotai, Wuliangye, and Luzhou Laojiao.

As early as 1997, on the occasion of the return of Hong Kong, Moutai launched the first cultural and creative commemorative wine, becoming the earliest wine company to enter the cultural and creative field. Later, Moutai launched 200 cultural and creative products with a series of themes such as the Olympic Games, Zodiac, Characters, and Festivals.

Moutai wine is a perfect combination of technology and art, and Moutai should create national fine products that represent China and Chinese culture.

In 2019, Moutai formulated the "Cultural Moutai Strategy", issued the "Guiding Opinions on the Construction of "Cultural Moutai" and the "Implementation Plan for the Construction of "Cultural Moutai", and then proposed that "only by continuously enriching and expanding the cultural connotation, and constantly enriching and embodying cultural extension, can Moutai form cross-language, cross-regional, cross-cultural persuasion and cohesion of connection, joint efforts and linkages, and always maintain vitality and competitiveness".

How to do a good job in cultural marketing is a major thinking of Moutai Group in the face of the future market, cultural Moutai is to give it a deeper humanistic heritage and humanistic orientation on the basis of the perfect combination of technology and art, and lead the Chinese national brand to achieve cultural self-confidence and brand self-confidence with higher cultural cohesion.

"One year old and one zodiac sign, one wine and one Maotai". Since 2014, Moutai Group has begun to launch the Zodiac Commemorative Wine, which has also become a liquor product that has attracted many wine collectors, and is also a well-known cultural and creative product for many liquor lovers. Among them, the zodiac theme works specially created by chinese painting masters have profound cultural connotations and great appreciation potential.

Taking this year's Guizhou Moutai Wine in the Year of the Tiger as an example, it combines cultural elements such as Moutai culture, zodiac culture, calligraphy and painting art, and can be called a perfect combination of liquor culture and traditional culture.

For consumers who are keen on high-value cultural and creative liquor, these high-value, high-scarcity cultural and creative liquors, in addition to drinking value, collection, gifts and even auctions are also important values.

For liquor brands, the development of high-end cultural and creative liquor is a form of showing brand strength, enriching brand cultural connotation, and establishing a high-end brand image. The limited quantity and scarcity of products help to boost the brand image of enterprises and thus drive the market heat to form a topic, which is the purpose of liquor companies to develop high-end cultural and creative liquor, and it is also an effective supplement to the standard.

Cultural creation moves forward, and youth moves forever

The other route, which embraces modernity, requires bolder breakthroughs. It allows cultural creativity not only to stay in combination with traditional arts, but also to integrate the elements and even lifestyles loved by young people into the development of cultural and creative wine. Wider and more cutting-edge trends and art forms such as comics, animation, installation art, film and television, music, and styling design can be combined with wine to create new collisions.

As the leader of "new cultural creation", Tencent proposes that cultural and creative products should have several major elements of "classic big IP, digital content expression, secondary creation of young people, and interactivity", which are also applicable to the wine industry.

In 2020, the "Tuo Xiao Jiu Guo Chao Series" launched by Shede Liquor Industry and Perfect Company is China's first game Guo Chao Cultural and Creative Liquor. While refining the core of fashion liquor culture, it integrates elements such as super game IP and national essence Peking Opera.

At the same time, Tuopai's customized game equipment also appears in online games. In the game, the new cute pet "Tuo Xiaojiu" and the waist ornament "Willing Gourd" can be worn, so that the character's skills can be doubled, and with the help of gamer thinking, the new gameplay can be empowered in traditional liquor.

This cooperation is not a change in form, but a longitudinal and horizontal online and offline, deep inside and outside the game, through multiple scenes and multiple gameplay, and modern interpretation of the traditional cultural connotation. It is not only a creative expression of tradition, but also a flexible use of the carrier of the new era. Step out of the "age circle" of liquor and touch the young group.

In fact, in addition to the launch of liquor products, the use of "cultural creativity" by liquor companies can actually broaden the boundaries, allowing young people to recognize and identify, from recognition to subscription and sharing.

The intrinsic value of cultural and creative products will not be limited to the product itself, but can be extended to a larger cultural concept beyond the product.

The final winner of the road of cultural creation must be the helmsman who transmits the brand concept and value to the hearts of the target consumers through accurate positioning and appropriate communication methods. Interactive innovation with cutting-edge art, making liquor more culturally attractive, breaking through the level of culture as a surface, liquor cultural creation is still a vast blue ocean.

Source | Sugar & Wine Newsletter (ID:tjkx99)