As the New Year in the Year of the Dragon approaches, the competition in the liquor market has become increasingly fierce, and major brands have made surprise moves to win. Among them, the strong collaboration between Tuopai, a national classic wine, and Zhang Liang, a multi-talented artist, has become a highlight of the market.
On January 25, Tuopai and Tuopai’s old friend Zhang Liang created a beautiful Jiachen New Year blockbuster "Tuopai let's Dragon New Year's Eve Dinner" officially launched. In the short film, Zhang Liang transforms into the chef of Tuopai Creative Banquet, and uses his humorous interpretation to bring the wonderful New Year flavor contained in Tuopai wine to thousands of households. At the same time, by superimposing terminal construction and brand launch and other combined actions, Tuopai is promoting the New Year offensive of "Purchase Tuopai in the Year of the Dragon, Thousands of Households are in the Spring", striving to compete for the peak New Year season.
let's Dragon New Year's Eve Dinner
Tuopai old friend Zhang Liang "cooks" and performs the Year of the Dragon show
When the Spring Festival meets the Year of the Dragon, the Chinese people's enthusiasm for the dragon ushered in a concentrated release. The New Year’s Eve dinner is the most important ritual of the Spring Festival, a beautiful moment for Chinese people to reunite, and an indispensable focus of Spring Festival brand communication.
Tuopai, toasting to a wonderful moment. As a companion to the people's pursuit of a better life, Tuopai teamed up with multi-talented artist Zhang Liang to create the creative blockbuster "Tuopai let's Dragon New Year's Eve Dinner" with the theme of "Spring Festival in the Year of the Dragon" and New Year's Eve dinner as the carrier. 》. As a national famous wine with a glorious history of 80 years, Tuopai has once again strengthened its brand memory of "long years of wine, drop by drop of love for Tuopai" through the short film, bringing the strong taste of the New Year to thousands of consumers.
In the film, Zhang Liang transforms into the chef of Tuopai's one-stop creative banquet. He uses a wonderful interpretation to carry out the beautiful concept of "one-stop" throughout the film, sending "good omens in the Year of the Dragon" and "long-term success" to different consumers. The beautiful meaning of "long-lasting smoothness and success". Tuopai also uses the New Year's Eve dinner as the axis to connect the core drinking scenes, and with the help of Zhang Liang's vivid and humorous performance, it establishes the mental perception in the minds of consumers that "Taking Tuopai in the Year of the Dragon brings spring to every household".
From chef to model to actor, Zhang Liang has always measured life with heart and strived to embrace beauty. This makes his image of a versatile artist deeply rooted in the hearts of the people, and it is also highly consistent with the image of Tuopai's national classic wine brand. Zhang Liang's experience as a chef in his life also makes the New Year's Eve dinner story he and Tuopai present more vivid and topical. It not only enhances the favorability of the celebrity artist fan base towards the brand, but also leverages the extensive influence of the celebrity artist. It effectively enhances the brand’s exposure and recognition.
In addition, in order to enhance in-depth communication between the brand and consumers, Tuopai invites the public to show off the wonderful New Year through artist cooperation, interactive topics, collection activities, national tasks, etc., and builds a rich matrix of talents to jointly perform different Spring Festival gathering scene. By creating a warm festive atmosphere through diversified interactive forms, Tuopai not only continues to increase public attention to the brand, but also deepens the brand imprint of Tuopai as a happy gathering in the hearts of consumers through warm interactions.
Double-front attack on brand marketing
Tuopai’s Year of the Dragon New Year offensive is in full swing
In addition to the cooperation with Zhang Liang, Tuopai is also attacking simultaneously on the two fronts of branding and marketing, making careful arrangements in multiple "key battlefields". Go all out for the new spring season. Starting from January 1st, Tuopai launched the New Year campaign with strong firepower, showing the heritage of the famous wine brand and the confidence to win the New Year peak season.
On the brand front, Tuopai has joined hands with Beijing Satellite TV, one of the five major TV stations, to empower New Year marketing with high-quality content. From January 17th to January 21st, Tuopai settled in the live broadcast room of Beijing Satellite TV, the leading media e-commerce company on Taobao. Taking advantage of the strong exposure of the Beijing New Year Goods Festival and relying on the ability of the Beijing Satellite TV hosting team to carry goods, Tuopai launched a five-day series of live broadcasts to deliver multi-dimensional brand and product power to consumers.
Led by the high potential of the brand, Tuopai also mobilized huge media resources to show strong communication momentum. Starting from January 1st, Tuopai will launch brand image advertisements in the core business districts of nearly 20 core cities across the country, allowing the Spring Festival theme of "Bringing Tuopai to thousands of families in the Year of the Dragon" to achieve sustained and high-frequency coverage across the country. Exposure and provide practical support for terminal sales.
On the marketing front, Tuopai accurately focuses on the three "key battlefields" of c-end consumers, b-end customers, and terminal construction, turning the brand's momentum into real marketing data.
In terms of c-end consumers, Tuopai specially launched a series of gifts such as "Tuopai Huahua World" wine and gift boxes for the Spring Festival. As one of the six golden flowers of Sichuan wine, Tuopai uses the image of the "Giant Panda", Sichuan's cultural business card, to convey Sichuan people's attitude towards a better life, send consumers good wishes for the New Year in the Year of the Dragon, and boost promotions during the peak season.
At the same time, Tuopai uses "one product, one strategy" to carry out purchase and gift activities nationwide around three core products, and matches exclusive small wine gift boxes for the core market to truly give back to consumers. In addition, Tuopai also launched a code-opening and code-scanning activity. During the event, if you purchase designated event products such as Tuopai Qujiu and Tuopai Tequ, open the lid and scan the code to enjoy 2 chances to win. Not only will you have the opportunity to win cash red envelopes, luxury trips to Atlantis and other rewards, but also The Spring Festival limited special gift "Tuopai Huahua World" Datan wine is doubled, and the overall winning rate reaches 100%. Both buying wine and opening bottles are polite. Tuopai not only fully stimulates consumer enthusiasm, but also allows the brand's marketing resources to eventually be converted into offline bottle opening.
In addition, by quickly carrying out nearly 300 sorority activities during the Spring Festival peak season of the Year of the Dragon in more than 20 provinces and over 100 cities across the country, Tuopai achieved wide coverage, long duration, and more diverse activities during the Spring Festival peak season. B-end marketing promotes Spring Festival sales in various regional markets. At the same time, Tuopai has completed the atmosphere deployment of 20,000 terminals across the country, and has targeted core terminals through 15,000 extreme displays, creating a broad hot-selling atmosphere. This not only increases the brand confidence of channel terminals, but also helps activate dealer resources and fully empower terminal sales.
Industry insiders believe that the Matthew Effect in China’s liquor industry will further emerge in 2024, and only famous liquor brands with both brand power, marketing power, and product power can break through. In the first battle of the new year in this crucial year, Tuopai relied on its brand advantages and relied on the appeal of celebrities, beautiful emotional connections, warm scene construction and comprehensive media exposure to achieve brand renewal and accumulation of potential energy. Relying on the in-depth cultivation of consumers and the meticulous cultivation of channels, Tuopai has completed the transformation of brand reputation into sales momentum, laying the foundation for the brand to stand out in the opening battle of the new year.
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