As a marketing model integrating "people, goods and fields" in the liquor industry, the tasting will flourish in the liquor industry for many years, with the in-depth development of the tasting by the major head brands, the experience of high-end consumers "being marketed and preached" is getting worse and worse, and the participation in the tasting is slightly tired.
Meet in midsummer, meet with joy, let happiness be sublimated in excellence, and let beauty be inherited in ingenuity. Since June 26, which lasted nearly one month, Moutai 1935 Joy Gathering has been held in Chengdu for 22 consecutive sessions, covering various industry circles in Chengdu, and this series of activities has pioneered the innovative form of immersive meal drama "Witnessing the Happy Events of Chengdu in 1935" in the industry, carrying the road with wine, further enriching the cultural connotation of "happiness" in Moutai 1935 and opening up the "last mile" of marketing.
The body can't reach it, but the heart yearns for it. At this tasting meeting, in addition to feeling the charm of Chengdu culture and the intentions of Moutai, the guests were more amazed that Moutai 1935 was creatively integrating the history of Moutai 1935 with a humorous and hilarious comedy experience through such an innovative drama with meals, truly filling the "joy" value and bringing a unique new experience of the tasting meeting and breaking the circle of new ideas.
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From form to content
It shows the ingenuity of Moutai 1935
The unique drama with meals is enough to clearly feel the ingenuity and intentions from Moutai 1935. Moutai 1935 along the traces of history, "looking for joy" Chengdu, using wine as a medium, meeting friends with wine, meeting is fate, and being overjoyed.
"Hahaha......", the audience burst into laughter, and Moutai 1935 was the first performance to integrate the form of comedy, bringing an unexpected immersive comedy experience.
The event kicked off in the "Master and Apprentice Three Ask for Directions", and the guests were no longer sitting on the ground to "watch the play", but could be "immersed" in the experience with all senses, and a group of performers and guests performed "Witnessing the Happy Events of Rongcheng in 1935" together through situational drama, traveling through time and space, and appreciating the unique charm of the history, brand and happy events of Moutai 1935.
"Witnessing the Happy Events of Chengdu in 1935" is a well-planned immersive comedy of drama + interaction + catering, which creatively introduces immersive experience and integrates the factors of "interaction" and "food" into the drama, so that the guests can become part of the performance, thus bringing a new theater-watching experience.
Whether it is story creativity, on-site presentation, performance mode, or guest experience, it has a fundamentally different performance form from the traditional tasting, which is truly "edutainment in joy", and a "joy party" rises in bursts of joy.
Remembering the past with the present, and inheriting it with culture. In the performance of the sitcom "Witness the Happy Events of Rongcheng in 1935", the outstanding performances of the actors reproduced for us the owner of Chengdu Wandefu Restaurant with Moutai to participate in the exhibition, traveling through time and space, inheriting the glory of Moutai and engrave the historical mark of the years.
Back in 1935, Chengdu held the "first southwest provinces material exhibition in the southwest region", and it was at this exhibition that the predecessor of Moutai won the special prize, and the wine was famous. Taking this as a starting point, it gradually moved from the closed Moutai Town to the southwest, and then went down the Yangtze River and sold to the whole country, laying a solid foundation in the modern commodity market.
At that time, then, and today, it can be said that it is in the same vein. The return of Moutai 1935 to Chengdu this time, to a certain extent, shows Moutai's avant-garde to market transformation consciousness, and also reflects Moutai 1935's goal vision of market breakthrough, expansion and leadership.
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The first immersive comedy with meals
Moutai 1935 is leading the industry's scenario-based marketing
The immersive dining drama "Witnessing the Happy Events of Chengdu in 1935" continued to be performed nearly 30 times in Chengdu, creatively upgrading the content and form of Moutai 1935 Happy Gathering.
Throughout the present, the liquor industry's "all the way to C" is highly respected, and various tasting meetings are being promoted in an endless stream, but the scene-based marketing and creativity of the tasting meetings are insufficient.
The "Happy Gathering" event held by Moutai 1935 in Chengdu made a bold innovation in form, and through careful planning, the brand concept was truly implanted into the tasting, which imperceptibly infected every guest and elevated the value of the tasting.
Specifically, by building specific scenes, the event is implemented with high frequency and efficiency, and at the same time, the traditional mode of performing on stage and watching off the stage is abandoned, but the guests are happy and perform together, which greatly enhances the sense of participation and experience.
Nowadays, immersive experience has become an effective way for wine companies to connect with consumers. The "Joy Culture" carried by Moutai 1935 was conveyed through this tasting, which truly integrated the concepts of "Happiness" and "Encounter" into the minds of consumers, so that they could get an immersive experience and enhance their sense of value. This is the true meaning of Moutai 1935 holding this event.
As Zhang Deqin, chairman of Moutai Group, said, the value of the brand must be corresponding to the consumer group, and making consumers feel happy is the brand.
In the view of Famous Liquor Observation, Moutai 1935 breaks the stereotype of liquor, breaks through the boundaries of imagination based on strong quality support, profound cultural heritage and innovation-led brand spirit, and continuously encrypts and increases the "national weaving network" of "joy" culture through cultural and creative integration, urban empowerment, and consumption scene integration, and constantly resonates with the life attitude and lifestyle of consumers, building a new expression of high-end liquor brand, and providing a path for reference for China's high-end liquor.
From the form innovation of a tasting meeting, it can be seen that Moutai 1935 has shown the greatest determination and sincerity, allowing consumers to intuitively feel the charm of Moutai 1935 and feel the excellent quality of Moutai 1935.
The Moutai 1935 Chengdu Joy Gathering coincides with the new debut of Moutai 1935 after the upgrade. The new version of Moutai 1935 is mainly upgraded through the following three aspects: first, optimize the structure of the base liquor and improve the sensory quality of the product; the second is to hone the blending skills and pursue the quality of perfection; The third is to inherit innovative breakthroughs and improve post-drinking comfort. The newly upgraded Moutai 1935 expresses its firm belief in striving for a high-quality life on the new journey of "post-10 billion".
Moutai 1935 means meeting with happy events and meeting with beauty. It carries the core concept of "Moutai sauce is fragrant · shared by all families", with the moment of celebration and happy life as the link, this series of activities is the first immersive comedy with meals, and it also further deepens the emotional bond and cultural exchange between Moutai 1935 and consumers, bringing more surprises to consumers.