Author: Tian Tian
In 2024, celebrity concerts were a huge hit, and this market was like a hangover. You sang and I came on stage. It was so lively.
At this time of excitement, big-name liquor companies have chosen to host, name or sponsor celebrity concerts, hoping to leverage the momentum to leverage the market and achieve a win-win situation.
For example, Yanghe sponsored Andy Lau's concert tour. If you use two words to evaluate this kind of cooperation, it would be: profitable.
Xiamen will have more than 70 concerts in 2024
Just look at Xiamen to see how popular the concert market is this year. Here is a concert calendar provided by Xiamen netizens. According to the marks made in it, the total number of concerts held in Xiamen from July to August this year is as high as 15. A total of 9 singers and 5 bands performed on the stage. .
According to relevant information, there will be more than 70 celebrity concerts in Xiamen in 2024. According to incomplete statistics, there will be more than 70 celebrity concerts in Xiamen. Among them, it can be said that there are a lot of great gods: the singer Jacky Cheung is here, the ageless male god Andy Lau is here, the singer Ren Xianqi is here, the ever-changing goddess Jolin Tsai is here...
This year, Jacky Cheung, Andy Lau, and Ren Xianqi are not the only ones who come to Xiamen to perform. These big names who once rocked the Chinese music scene, as well as many singers and bands, hope to take advantage of the rising concert market to increase the leisure economy and realize their own "gold rush dream."
In the singing, a "stage filled with the aroma of wine" is revealed.
Since the beginning of this year, the concert market has continued to be hot, and it is inseparable from the promotion of liquor companies. It is more and more big-name liquor companies that are spreading the aroma of wine. At the same time as the concert stage, the atmosphere of the performing arts market is infinitely filled.
Since the beginning of 2024, liquor companies including Yanghe, Wuliangye, Luzhou Laojiao, Jinshiyuan, Langjiu, Jinsha Liquor, Hengshui Laobaigan, Congtai Liquor, etc. have rushed to organize, name or sponsor In this way, we build momentum and attract traffic for one concert after another. At the same time, we use event marketing, entertainment marketing and other means to take advantage of the in-depth interaction between concerts and consumers to seize the market benefits we deserve.
When hosting, naming or sponsoring a concert, liquor companies will not give up the interests behind the concert. While they seek to expand their brand influence through the concert, they also hope to use the fan effect of the concert to promote the concert Tickets are bundled with their own products for promotion, and this is used to seek product sales, sales growth, brand communication and reputation improvement.
The rise of this round of "liquor + concert" craze began in 2023. Information shows that the national performance market will explode in 2023. That year, there will be 3,100 large-scale concerts and music festivals with more than 5,000 people, setting a record of box office revenue of 14.6 billion yuan. So far, at least 20 well-known liquor brands have participated. Organizing, naming and sponsoring at least 160 concerts.
Liquor company naming concert, a win-win journey
Among the many concerts in 2024, as the former idols of middle-aged people, the two "king superstars" from Hong Kong - Jacky Cheung and Andy Lau, will tour. Undoubtedly the most eye-catching, money-attracting and cult-favorite.
Among many concerts, Yanghe sponsored Andy Lau's tour concert, thus creating a "win-win" trip for both parties: the concert won box office, and Yanghe won over the audience through the "ticket + wine" promotion. Gain fans, boost sales, and cut off competitors' markets.
Regarding Yang He’s naming and the huge benefits brought by the naming, the media reported this: This summer, Andy Lau’s tour concert attracted widespread attention, and behind him, Fang Yanghe·Mengzhi was named The blue m6+ also attracted enough attention. In fact, "attention + eyeballs" is the ultimate goal of Yanghe's naming concert, but the naming event brings Yanghe far more than that.
In fact, Yanghe not only gained great exposure opportunities by sponsoring Andy Lau's tour concert, which significantly increased the brand's popularity and influence, but also through the link to the concert, in-depth interaction with consumers, Emotional bonds have been established between consumers that are conducive to cultivating consumer favorability and loyalty - this bond is crucial to the "long-termism" development route of the Yanghe brand.
Singing the Chinese "Dream Blue"
Liquor company-named concerts, perhaps the most important thing is the fit between the singer's temperament and the brand itself, and whether there is a good match between the singer's fan base and the target consumer group of the liquor brand. Can produce relatively high emotional resonance. As for promotional activities such as buying wine and giving tickets, the sales volume they bring and the consumption they stimulate are secondary.
Yang He chose Andy Lau because Liu Tianwang himself is a "dream chaser" with big dreams. At the same time, as a singer who is enthusiastic about charity, Andy Lau has his own "positive energy", which is the best for Yang He. Fame brings the lowest risks and the highest returns.
In 1997, in order to celebrate the return of Hong Kong, the song "Chinese" co-written by Taiwanese musicians Li Anxiu, Chen Yaochuan, Tu Huiyuan and others sang the hearts of hundreds of millions of Chinese and condensed the national blood of five thousand years. The singer of this song is none other than the King of Heaven, Andy Lau.
This is a song that allows Andy Lau to truly feel for the first time that "I can use my identity as a Hong Konger to tell everyone that I am Chinese." In order to shoot the MV for this song, Andy Lau once climbed the Great Wall, dressed in a Chinese white shirt, stood on the beacon tower amidst the dancing red flags, and sang loudly, "Five thousand years of wind and rain, how many dreams have been hidden." ".
"Chinese" sung by Andy Lau not only sang the aspirations of the Chinese people, but also sang a "Chinese Dream". After Yanghe launched the high-end product "Dream Series", it once used the advertising slogan "Chinese Dream, Dream of Blue" to win a huge reputation in the industry and seize the expected market share of high-end liquor.
Andy Lau is a classic figure in the art field, and Yanghe is a classic brand in the liquor industry. In the context of a highly consistent image, using "classic" to achieve "classic" has only one final result: a win-win situation!
Yanghe, as one of the leading brands of liquor, has named Andy Lau's tour concert "Yanghe·Dream Blue m6+" this time, determined to sing the Chinese "Dream Blue" and steal the show in the "Yanghe·Dream Blue m6+" "This link can be regarded as a stroke of genius.
