For the people, the Spring Festival and the Spring Festival Gala are hearty festive cultural activities; for major brands, it is a marketing feast that cannot be missed. [Classic CP, returning with a big bang] As the most important marketing node of the year, and the first time f

For the people, the Spring Festival and the Spring Festival Gala are hearty festive cultural activities; for major brands, it is a marketing feast that cannot be missed.

[Classic CP, a heavy return]

As the most important marketing node of the year and the first shot of the brand’s New Year marketing, the Spring Festival marketing with unlimited potential has always been a battleground for military strategists.

Especially in the liquor industry, scenes such as banquets, gifts and business receptions during the Spring Festival are bound to set off a wave of urgent consumption of liquor. Emotional factors, brand considerations and quality dimensions that are deeply activated by brand marketing are all key levers to stimulate consumption.

Therefore, whoever seizes the commanding heights of Spring Festival marketing will be more likely to stand at the top of the liquor market.

The key position for Spring Festival marketing is the Spring Festival Gala. In 1994, Kongfu Yanjiu won the title of "Best Brand" in the first CCTV advertising bidding and became a household name overnight.

Since then, all companies have begun to realize that the marketing value of big events and big IPs like the CCTV Spring Festival Gala is immeasurable.

Especially in the era of fragmented traffic, what corporate marketing lacks is not small traffic, but the large-scale event marketing linked to the CCTV Spring Festival Gala IP, which brings large-scale traffic aggregation and rising topic popularity.

As a model of Jiangxiang, Honghualang has a profound "Spring Festival Gala gene".

As early as 2009, Honghualang sponsored the "My Favorite Spring Festival Gala" program of CCTV Spring Festival Gala and received IP tickets for the Spring Festival Gala. And in the most solemn traditional festival of the Chinese nation, watching the Spring Festival Gala and raising a glass of red flowers with your family has become a popular "ritual" that impressed a large number of New Year's Eve dinner audiences.

In the next three years, Honghualang continued to join hands with CCTV Spring Festival Gala for the "My Favorite Spring Festival Gala Program" selection event, entering thousands of households and becoming famous. It not only created the new Chinese New Year custom of celebrating the Chinese New Year, drinking red flowers and commenting on Spring Festival Gala programs, but also created a classic combination of "Honghua Lang x Spring Festival Gala" brand communication.

On January 17, 2022, Langjiu launched the 2022 Honghualang China Festival series of activities and released the "Spring Festival Gala has a heart" Honghualang co-branded model, allowing the classic "screen CP" of Honghualang and Spring Festival Gala to once again Become the focus of the industry.

On January 23, 2024, Langjiu once again launched the Honghualang Spring Festival Gala season with great success. Honghualang, the model of sauce fragrance, once again returned to the CCTV Spring Festival Gala and became the main station's "Dragon in the Prosperous Age" cooperative brand, providing the most influential contribution to Chinese people around the world. reunion dinner.

With the unparalleled huge marketing potential of CCTV Spring Festival Gala and the leverage effect of leveraging the minds of the people, the CP effect of Honghualang x Spring Festival Gala has once again exploded with stronger brand influence.

Not only on the national platform, Honghualang also does not forget to interact with the brand of loyal fan groups in Sichuan and Chongqing.

On January 14th, "Honghualang·2024 Sichuan and Chongqing Spring Festival Gala" was officially announced. This means that Honghualang has joined hands with Sichuan Satellite TV and Chongqing Satellite TV for three consecutive years to celebrate the Year of the Dragon and share a happy New Year’s Eve dinner with consumers, especially loyal fans in Sichuan and Chongqing, with the help of the Sichuan-Chongqing Spring Festival Gala with unique Bashu cultural characteristics. .

Just as Fu Rao, vice chairman of Langjiu Co., Ltd., said: The Sichuan-Chongqing Spring Festival Gala has become the "Sichuan-Chongqing New Year's Eve dinner" that the people of Sichuan and Chongqing look forward to every year. Watching the Sichuan-Chongqing Spring Festival Gala and tasting red wine has become a trend in Sichuan and Chongqing. New Year’s Eve customs.

The taste of the New Year needs a carrier, and the same is true for brand communication. Honghualang cleverly combines the New Year's flavor carrier of "eating New Year's Eve dinner and watching the Spring Festival Gala" with its own brand communication and marketing strategies, and forms the outstanding connotation of new customs and new rituals, thus shaping the image of Honghualang and Honghualang in the hearts of the people. The strong bond between "Prosperity in the Year of the Dragon".

In addition, Honghualang also used the Spring Festival Gala IP linkage to carry out a series of online integrated marketing programs such as interactive cloud reunion dinner creative activities and red envelope delivery on Weibo, Douyin, and WeChat platforms, thus excavating the "Spring Festival Gala Marketing War" the maximum value.

An excellent brand must not only create a clear market positioning, but also truly integrate into people's lifestyles and enhance their emotional identification with the brand symbol.

The classic screen CP of "Honghualang The way to win the marketing battle of the Spring Festival Gala is to bind Tazi mentally and accompany everyone to celebrate the Spring Festival in a prosperous way.

[Big "Red" Fire in the Year of the Dragon]

Since the first generation came out in 2003, the classic sauce-flavored Honghualang has attracted market attention with its classic Chinese red color and its classic sauce flavor. After 20 years and 4 iterations, it has become one of the most representative national brands in the array of sub-high-end sauce wines.

More importantly, Honghualang has always been able to occupy a place in the liquor market, relying on its brand power and quality power based on the unique craftsmanship behind it.

Relying on Chishui Riverside Langjiu Manor and the natural secrets of "growing and cultivating", Honghualang has continued to improve over time, with consistent quality, brilliant brand, and timeless taste. It can be said that every attribute is fully satisfied. "Hexagon Warrior".

As a result, Honghualang has grown into the leading brand in banquet liquor sales in the country, accompanying hundreds of millions of consumers to toast to happy moments and spend more than 20 festive Spring Festivals.

And Honghualang is not satisfied with stopping at his current peak state.

2023 is the year of “restart” for Langjiu. A series of wonderful moments such as the appointment of the "post-87s" general manager, the release of the general program of "Century of Langjiu", and the laying of the foundation of Longma Winery record Langjiu's step-by-step advancement of the overall century-old strategic upgrade and transformation. Behind these "highlight moments" are the three major upgrades of Langjiu in 2023 in terms of ideas, teams, and products, as well as the overall development of strategy, branding, production and sales, etc.

In particular, the release of the Centenary Langjiu General Program put Langjiu at a new starting point for the campaign and pointed out detailed routes and directions for the long-term high-speed sprint in the future. Among them, Honghualang’s clear positioning is: to focus on the sub-high end, to be the basic product of Langjiu, to be stable and practical, to become the number one brand in China’s banquet market, and to strive to “2025 Honghualang’s single product exceeds 10 billion Yuan".

It can be said that the brand new Langjiu, which has been reshaped in the changes in 2023, is heading towards a future of unlimited value with its comprehensive upgrade of quality, brand taste and the support of the only world-class manor.

As an important part of the strategy, Honghualang is also moving forward fiercely towards the goal of tens of billions without hesitation.

Therefore, backed by the Qianyi Langjiu brand and century-old strategy, and riding on the "east wind" of the soybean wine craze, the quality and brand value of Honghualang will rise again. And this Spring Festival Gala IP cooperation, which has set off a wave of Honghualang with unprecedented momentum, is also helping Honghualang's performance and brand reputation to a higher level.

The New Year of the Year of the Dragon in 2024, Chinese Festival, Chinese Red, and Chinese Lang will bring a new round of shock.

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