On the evening of November 23, the 32nd China Golden Rooster Awards Ceremony and the closing ceremony of the 28th China Golden Rooster and Hundred Flowers Film Festival ushered in a climax at Xiamen Strait Theater. As the only liquor brand designated by this film festival, Wuliangye and more than 500 actors and artists jointly cheered for the outstanding works of Chinese films at the closing ceremony and witnessed the glorious moments of Chinese films.
Looking back at this Golden Rooster and Hundred Flowers Film Festival, Wuliangye has successively supported a series of events such as the 2019 Film Media Summit, Film Venture Capital Conference, International and Hong Kong, Macao and Taiwan Guest Receptions, Producers’ Night, Internet Night, and Wuliangye Film Media Night In addition, Wuliangye products and brand exhibition areas were set up on the site, so that guests from various fields can experience the liquor culture and Wuliangye culture.
In the eyes of industry insiders: “In this cooperation with the original intention of'inheriting and developing Chinese culture and transmitting positive energy', Wuliangye not only fulfilled its social responsibility as a national enterprise, but also seized, extended and New achievements have been made in the integration of high-traffic cultural IP "Highland", which provides a reference for the cross-border cooperation between the liquor industry and the film and television industry."
01 Hand in hand! Wuliangye and Chinese films share the same characteristics:
As one of the award-winning films was announced, the atmosphere at the closing ceremony became more heated.
It is worth noting that in the award-winning list, films using new technologies, new themes, and new narrative methods account for a considerable proportion.
is like the best art film "The Wind Curse" born out of Chinese mythology, adapted from Liu Cixin's science fiction novel, the best feature film, the best recording award "The Wandering Earth", the best art award and the best photography award for alternative interpretation of Chinese history "The Legend of the Demon Cat" and so on-Chinese films are advancing with an innovative attitude, conveying their own connotations with fresh experiences different from the past.
The characteristic of China's outstanding films who dare to innovate is also the "portrait" of the Wuliangye brand that insists on deepening reforms.
Since the beginning of this year, Wuliangye's series of reforms have entered a period of potential energy "discharge", and its revenue and stock price have repeatedly hit new highs. Among them, the successful launch of the eighth-generation classic Wuliangye, which has applied more leading technical means to optimize quality, and takes the consumption characteristics of the mobile network era as an important "starter", has attracted widespread attention from the industry and society. It laid the road for Wuliangye's steady development in the future.
coincides with the 28th Golden Rooster and Hundred Flowers Film Festival. Wuliangye, which is also determined to innovate, has come together with Chinese films. While jointly showing a leaping development momentum, they also shoulder the historical mission of adhering to Chinese traditional culture through innovation.
02 End! Wuliangye seizes the cultural IP highland with "one arrow and three eagles"
Since the beginning of 2019, with the emergence of Wuliangye's reform results, the "voice volume" of its industry and society has maintained an upward trend.
As we all know, the Golden Rooster and Hundred Flowers Film Festival is the only national film festival in China. From a commercial point of view, this is obviously a high-traffic, high-value cultural IP.
After winning the honor of “the only designated liquor brand” in this film festival, Wuliangye brought Wuliangye brand and culture into the Chinese film circle by supporting popular conferences such as the 2019 Film Media Summit and Film Venture Conference during the film festival.
With the help of this high-exposure cultural IP and the "second communication" formed by the influence of elites in the film industry, Wuliangye can be described as "three birds with one stone": gaining the amplification of the brand's "voice volume", the expansion of social circle resources and cultural image On the promotion.
First of all, with the blessing of the super star lineup, the closing ceremony attracted a lot of attention and exposure. With the existence of the on-site brand exhibition, Wuliangye shared this dividend and gained a "phenomenal" spread.
Secondly, in this year's Golden Rooster and Hundred Flowers Film Festival, only Wuliangye has the exclusive naming rights for all dinner events, and all the wines used are also the eighth generation classic Wuliangye that will be on the market this year. This not only allows celebrity groups with the attributes of opinion leaders to taste and experience Wuliangye, but also makes it possible to explore their social spheres and social circle resources. Especially at the celebration banquet after the awards ceremony, Wuliangye was even more a "competitive movie hero."
In the end, in addition to making good friends with celebrities, many famous directors, investors, producers and other powerful figures of Chinese films also expressed their high recognition of Wuliangye's wisdom, structure and responsibility. This not only laid the foundation for future cross-border and capital-level cooperation, but also brought more abundant film and television implants to WuliangyeResources.
It is conceivable that in future film and television works, Wuliangye will appear more frequently, thus gaining more consumption-oriented influence.
