[Weijiu Exclusive] Once again the exclusive title of "National Treasure", Shuijingfang is attacking the high-end signal?

text | Bai Chen

On October 30th, Zhu Zhenhao, acting general manager of Shuijingfang, revealed in the industry's "first show": "Next will implement more influential brand communication."

only in the past 10 days, Zhu Zhenhao said " "More influential brand communication" has emerged.

Yesterday (November 9), the Weijiu reporter learned from the market: After a lapse of two years, Shuijingfang once again won the exclusive naming rights for CCTV's large-scale cultural expo exploration program "National Treasure", and will join hands with nine top museums to open the national treasure "Live" journey.

As we all know, Shuijingfang, as an industry brand "Xueba", whether it is climbing the temple to create a "handed down ceremony" or the exclusive title of CCTV "National Treasure" has become a classic case of the industry to seize the "commanding heights" of communication. So, what does it mean for Shuijingfang to win the super cultural IP of "National Treasure" again? What signal did this release? After two years,

once again exclusively titled "National Treasure"

. According to public information: On November 27, 2017, the super high-end and new product Jingfang was released at the Guangzhou Tower and revealed that it had won CCTV. The news about the exclusive naming rights of the work-"National Treasure" quickly "occupied" the headlines of many media.

At that time, because "National Treasure" was a large-scale cultural exploratory program created by CCTV in two years, it had already occupied the hot search lists of major websites before it started broadcasting. Under the background that cultural self-confidence has risen to the national strategy, Shuijingfang, which "takes down" the super IP of "National Treasure" in one fell swoop, was also praised by industry insiders as the finishing touch of the brand's lift-off and the enhancement of brand cultural connotation. A good move was made.

According to Weijiu reporters, on the morning of November 9, the launching ceremony of the third season of "National Treasure" was officially held. Shen Haixiong, Deputy Minister of the Central Propaganda Department, Director and Editor-in-Chief of China Central Radio and Television, and the Party Group of the Ministry of Culture and Tourism Member and the director of the Palace Museum Wang Xudong attended and jointly unveiled the program. The directors of museums (hospitals) from the three seasons of "National Treasure" attended all of them. Wang Gang, director of the Shuijingfang Museum, was also invited to attend.

And with the start of the program, Shuijingfang officially announced the official announcement: Two years after , the "First Workshop" is about to return strongly, once again exclusively titled "National Treasure".

It is understood that this year's "National Treasure" will be officially launched on December 6. According to the current public information, the third season of "National Treasure" has the following outstanding highlights:

is the first, continuing the classic program format, 001 explainer Zhang Guoli and the director of the nine museums will also gather. Appeared;

Second, the mysterious Potala Palace in snowy, the Suzhou Museum combining tradition and modernity, Mogao Grottoes on the Silk Road, and the Sanxingdui Museum "adjacent" to the Shuijingfang Museum and other "new faces" will appear again. The Palace Museum brings together the national treasures of their respective collections;

third, the "Star Guardian Group" formed by a number of stars and artists, and they will join hands with the cultural and museum guardians to bring the "National Treasure Small Theater" performance, which will be loved by the audience. Form to tell the story of national treasures and inherit the guardian spirit.

It is not difficult to see from this that, with the blessing of many celebrity IPs and well-known museums, the third season of "National Treasure" will continue to continue the hard core strength of phenomenon-level IP. It is worthy of the industry’s attention that after nearly three years, 's "First Workshop" and "First Cultural Expo Variety Show" have once again joined hands. This not only indicates that Shuijingfang has won the “commanding heights” of CCTV in brand communication, but also Shuijingfang is a signal to initiate a sprint after adjustment and return to the right track.

won the "commanding heights", and Shuijingfang's high-end ambitions have never been shaken.

As we all know, good brand naming and sponsorship are an art. As early as 2005, Mengniu quickly gained the No. 1 market share following the rise of the popular variety show-"Super Girl"; in 2012, after the battle with Wanglaoji, Jiaduobao used domestic The fashionable and youthful elements inspired by the first large-scale music reality show-"The Voice of China" also quickly reshaped the characteristics of its own products and formed differentiated competitiveness.

In fact, people familiar with the industry know that Shuijingfang won the “commanding heights of CCTV” in 2017.According to public information, Shuijingfang achieved operating income of 2.819 billion yuan in 2018, a year-on-year increase of 37.62%; net profit was 570 million yuan, a year-on-year increase of 72.72%. Z8z

except for the phenomenon-level IP belt From the perspective of industry insiders, the greater value of "National Treasure" for Shuijingfang lies in its high-end brand strategy . As early as September 2017, Shuijingfang will focus on the high-end brand building support point Heritage", namely: the national key cultural relics protection unit-Shuijing Street Distillery Site (now Shuijingfang Museum) and the national intangible cultural heritage-Shuijingfang Liquor traditional brewing techniques.

Obviously, whether it is Shuijingfang Museum or its traditional brewing techniques, These are all with strong cultural labels; and with the help of the cultural elements of "National Treasure", Shuijingfang can better interpret the brand connotation of "600 years of'alive' inheritance" to consumers, thus taking an independent high-end path.

And Shuijingfang once again exclusively titled "National Treasure". According to the Weijiu reporter, is not only Shuijingfang's practice of "implementing more influential brand communication", but also shows that it continues to be firm and high-end after quickly out of the adjustment period. Lu’s determination . It is worth noting that Zhu Zhenhao also emphasized in the three quarterly report communication meeting on October 30: "We will adhere to the high-end strategy and promote the promotion of high-end products. "It is not difficult to see from this that Shuijingfang’s high-end ambitions have never wavered. From the market point of view, Shuijingfang has fought a “turnaround” in Q3 this year: revenue of 1.142 billion, a year-on-year increase of 19%; net profit of 399 million, A year-on-year increase of 33%. Both revenue and net profit achieved "double-digit" growth, and Shuijingfang, which quickly emerged from the impact of the epidemic, will take the high-end road more calmly in the future.