文丨酒业家团队（ID：jiuyejia360）
Planning丨Yuxuan Editor丨Yunheng Editor丨Yunding
Tang court wine, today Jian Nanchun. The binding of the famous wine Jian Nanchun and the royal wine culture has a new practice and expression.
Recently, Jian Nanchun set up Tang Xuanzong's birthday, the 5,000th Autumn Festival of the eighth month of the lunar calendar, as the "Royal Jian Nanchun Brand Day", and made the Royal Royal Liquor IP deeply rooted in the hearts of the people through a series of online and offline brand communication activities of "tasting imperial wine and celebrating a thousand autumns".
As the culmination of the high-end development of the famous wine Jiannanchun, since the official listing in June this year, Royal Jiannanchun has immediately caused a sensation in the channel with its scarce famous wine genes, precious royal cultural connotation and excellent quality of "double national treasure" certification. This time, we will strive to create the IP of "5000 Autumn Festival in the first month of the eighth lunar month, Royal Jiannanchun Brand Day", which deeply locks the royal culture and brand concept and further consolidates its high-end road.
01
Highlighting the royal wine, the royal sword Nanchun leads the high-end advancement
On the fifth day of the eighth month of the lunar calendar, the Momei Moon hangs gently and distantly above the majestic Shanhaiguan.
The first level of the Great Wall has been lit up!
The "emperors" from the Tang, Song, Yuan, Ming and Qing dynasties came from history to toast together to celebrate the "Thousand Autumn Festival" and enjoy the prosperous wine of the royal Jiannanchun. Along with the "emperors" of the Five Dynasties, there are also historical records of the imperial wine of Jiannanchun since the Tang Dynasty -
The Tang Dynasty's "Old Tang Book" "Jiannan Sui Tribute Spring Wine Ten Hu", the Song Dynasty's "Taiping Guangji" "Fuping Stone Frozen Spring, Jiannan's Burning Spring", the Yuan Dynasty's "Wine History" "Jiannan Burning Spring Jiangbei Wine", the Ming Dynasty's "Hong Jianjianlu" "Jiannan Spring Wine Year One Tribute for Zongmiao", the Qing Dynasty's "Summary of the Four Libraries of the King James Dynasty" "Jiannan Burning Spring Can Interpret Li Shangyin's Poems" and other texts gradually unfolded, like a picture scroll will show the glorious history of Jiannanchun in front of the world.
This is a glimpse of the IP promotional film of "Five Thousand Autumn Festival in the Beginning of August of the Lunar Calendar, Royal Jiannanchun Brand Day" created by Jiannanchun, through CGI technology and holographic projection, so that the virtual light and shadow characters can interact with the real images of the Great Wall, and the cultural context of Royal Jiannanchun can be concretely expressed.
Inheriting the thousand-year-old royal wine lineage and abiding by the strict selection standards of the royal family, the royal Jiannanchun has become a strong competitor in the thousand-yuan price band since its birth, further consolidating the high-end road of Jiannanchun.
According to reports, the concept of the royal sword Nanchun originated from the record of "Ninth Five-Year Plan, the flying dragon is in the sky, and the Lord is good to see" in the "Zhou Yi · Qian". The "five" line blends and gives birth to all things, and the "nine" and nine return to the source. Such a heart-to-heart idea makes the royal sword Nanchun have the allegorical value of meeting nobles and showing grand plans.
Royal Jiannanchun is well versed in the essence of royal culture, in terms of product quality, Royal Jiannanchun takes the aura of the holy water of the snow-capped mountains, condenses the charm of high-quality grains, inherits the essence of national intangible cultural heritage skills, and is fermented by the "Tianyi Laohao" national treasure living cellar pools, selects high-quality aged wines, and creates the royal masterpiece, which is worthy of the name of "royal royal, famous wine aristocrat".
In terms of exterior design, the outer box of Royal Jian Nanchun is double-layered, simple and atmospheric; The inner box is as majestic as a city gate, with a lion's head and ring, majestic and awe-inspiring. Open the inner box, the golden base climbs up the steps, the wine bottle stands in the middle of the palace, and the mirror surface behind the bottle extends, showing the world. The center of the bottle body is inlaid with auspicious cloud wine labels, guarded by tigers, meticulously carved, and every detail shows a sense of grandeur.
"The day of the 5,000 Autumn Festival in the first month of the eighth month of the lunar calendar is set up as the Royal Jiannanchun Brand Day, which shows the high hopes of the famous wine Jiannanchun for the Royal Jiannanchun brand." An observer of Sichuan liquor pointed out, "As the high-end core strategic product of Jiannanchun Group Company, Royal Jiannanchun naturally has high-end genes, and since its listing, it has opened up its popularity in the spire circle, and has achieved very good sales results during the Mid-Autumn Festival, leading the advancement of Jiannanchun's high-end." ”
02
Take "Brand Day" as a new fulcrum for high-end
Royal Jian Nanchun contributed to the classic demonstration of the industry
There may be no standard answer to explore the path of high-end liquor, but the famous liquor Jian Nanchun has given his own classic demonstration with his practice.
With the famous wine gene as the brand background color and the royal culture as the brand connotation, it deeply links the spire circle and high-net-worth individuals, and creates the IP of "Five Thousand Autumn Festival in the Eighth Lunar Month, Royal Jiannanchun Brand Day...... On the road of high-end, Jiannanchun takes the "Royal Jiannanchun Brand Day" as a new fulcrum, and is making breakthroughs in the strength of higher cultural value, deeper economic value and wider industry value.
In terms of cultural value, Royal Jian Nanchun selected the brand day on the birthday of Tang Xuanzong and the Thousand Autumn Festival, cleverly connecting the brand story and royal culture. Through such a cross-time and space dialogue between Chinese liquor culture and Tang Dynasty royal culture, consumers can subtly deepen their awareness of the brand image of Royal Jiannanchun, and finally achieve a higher level of cultural value.
In terms of economic value, Royal Jiannanchun takes the brand day as the window, the Royal Jiannanchun products as the carrier, and the promotional slogan of "the imperial wine of the ancient royal family, the respect of the famous wine in modern society", and through the online and offline activities of "Tasting Imperial Wine in the Thousand Autumn Festival", the consumption scene is further accurately locked in high-end social occasions, which stimulates the vitality of the circle for its dynamic sales, effectively boosts the growth of open bottle data, and realizes the economic value at a deeper level.
In terms of industry value, the IP of "5000 Autumn Festival in the first month of the eighth lunar month, Royal Jiannanchun Brand Day" is not only an intangible asset of Jiannanchun to gather brand power, but also an important practice of industry brand day marketing. During the adjustment period of the liquor industry, Royal Jian Nanchun injected a boost into the industry by setting up a brand day and leading the high-end, and provided a famous liquor sample for the liquor brand to explore the high-end path, contributing to the value of the industry in a wider range.
It can be seen that Royal Jiannanchun, which has just been on the market for more than 3 months, has shown the rich value attributes of high-end products in multiple dimensions, and has become an indispensable high-end liquor camp strength single product, preparing for the "autumn harvest" in the next liquor sales season.
At present, commercial activities have entered the busy period of "Golden Nine and Silver Ten", and a number of consumption scenarios that are in line with the Royal Sword Nanchun are also slowly emerging and emerging. It is foreseeable that the Royal Jiannanchun will set up a brand day with the help of the Qianqiu Festival, which will show the charm of royal culture on a broader market stage, fully release the potential energy of the Jiannanchun brand, and harvest a brighter and more certain future.