/ Daily News/Guangzhou, August 10, 2022 -- For the Chinese people, what they have been proud of for thousands of years is their original aspiration and ability to embody the way of national survival, which carries profound connotations. As a century-old people's wine brand, Jianzhuang revitalized "People's skill" with a unique "Jianzhuang Skill", let the industry see the original intention and persistence of a century-old people's wine brand, and share the music of "skill" with the people.
On the occasion of the 111th anniversary, with the theme of "One hundred years of Pepsi" as the brand campaign, Jianzhuang released two meaningful TVC starting from "the skills of the people" and "the skills of Jianzhuang" to deeply understand the needs of consumers, and rebuild the connection and interaction between the brand and consumers. Since the introduction of # Jianzhuang Pass a hundred years by ability # network topic, the attention heat continues to rise, has exceeded 30 million heat, and many consumers have been seeking the voice of empathy, greatly enhance the dealer partners' confidence, "ability" has become a brand imprint engraved in the bones of Jianzhuang. This great brand action of Jianzhuang is a unique innovation in the long-term homogenized liquor marketing, and it breaks through the sameness of the liquor market with the strength of national culture and Jianzhuang's skill, and infuses new vitality.
Jianzhuang's skill is born from the inside and breaks out from the outside
< P > When it comes to baijiu, the public will come up with the impression of "the choice of successful people, the symbol of lofty sentiments, and the essential ingredient for important banquets". In these "stereotypes" with similar scenes and monotonous brand tone, There have always been few innovative liquor brands. At this time, Jianzhuang took the lead in breaking the general "productization" liquor marketing, but established a dialogue mechanism with consumers through the emotional chain of "ability", and developed a new way to promote industry rebirth by internalizing ability.
Stick to the active "skill culture", and consolidate "brand attitude" with skill
As mentioned above, the liquor industry has been limited by the problem of product and marketing homogenization for a long time. The reason is that many liquor brands fail to fully tap into the profound cornerstone of Chinese wine culture. And to build a bond of empathy with consumers. In view of this situation, Jianzhuang sticks To the dynamic "skill culture", breaks through the dialogue boundary, and opens up the communication link from B To C.
Jianzhuang first started the first shot with a brand pilot film "The Ability of the People", focusing on the ability of the people passed down for a hundred years, highlighting the responsibility and original intention of a people's wine brand; H5, a century-old Record, People's Ability, was released afterwards, providing a stage for Chinese people to tell about their ability. From the perspective of the former to the perspective of listening to the latter, Jianzhuang brand has realized a "simple and elegant" two-way, with "famous" wine dialogue "people" ability.
"Wine fragrance is also afraid of the alley", Jianzhuang is not limited to its own skills, but also invites 10 national brands online linkage, jointly show the true skills of Chinese brands. In combination with the tonality of each brand, Jianzhuang customizes its communication content respectively, penetrates the domestic brand "Circle of friends" in a three-dimensional way, maximizes the potential energy of breaking the circle between brands, changes the traditional image of liquor brands, and brings the freshness of "old wine" to the industry and abroad.
Different from the conventional thinking of "from the inside out" communication routine, Jianzhuang first "went out" on a large scale, and then "went in" with "Jianzhuang's Ability". A TVC seems to have a dialogue with dealers and consumers again, but in fact it is to revitalize the brand's core cultural assets and expand the public's attention to Jianzhuang.
To create the industry first, do "skill" good wine
Review this brand campaign, Jianzhuang gradually focus on the rhythm of preheating - fermentation - detonating, first with the "skill of the people" to expand the range of dissemination, to attract consumers' attention; Then linkage of many cross-border brands, KOL centralized publicity, H5 collection ability, centralized detonating sound volume; The follow-up release of "Jian Zhuang skill", highly summary and sublimation of brand connotation. At this point, a variety of brand actions to ensure the public freshness, and the core "skills" for deep dissemination.
In terms of the volume of brand communication, Jianzhuang has carried out precise delivery of wechat moments and Douyin information stream, aiming at circle audiences for brand content dissemination. In addition, Jianzhuang took # Jianzhuang's ability to pass on for a hundred years as the topic to gather netizens' discussion, and spoke together with Xiaoyang Love Eating Sauce Elbow, Cangnan Pie and many other Weibo KOL, which strongly gathered more than 30 million heat. At the key tipping point, Jianzhuang connected with a number of head masters on Douyin: Gao Galun, Lu Tousha, Wuge Shuojiu and other head masters of Douyin joined in, and the trend culture was combined with Jianzhuang's liquor culture, so that the brand idea could be seen. Moreover, wine industry, micro wine and other industry media have also picked up the pen to write Jian Zhuang.
Jianzhuang wine quality is not to be underestimated, this campaign of brand action is repeatedly played, but also Jianzhuang's in-depth interpretation of liquor culture, and with the combination of Jianzhuang and people's skills, with a unique ability to leverage the vitality of the market. From the product level to the brand culture level, Jianzhuang uses its own good story to talk about the industry, and delve into it, just to tell: Century-old wine is enduring, its wonderful meaning lies in the ability to make wine, down-to-earth wine.
