From Hong Kong to Mount Fuji, San Francisco, to the Thames River in the UK, from the aurora of Iceland to the "fairy tale world" of Houth ... This Mid-Autumn Festival, following Moutai to see the world, the Moutai IP image "Xiaomao" set off a wave of spread among Mao fans, with a time span of 53 days, covering more than 20 countries and regions around the world, and more than 5 million Mao fans travel with "Xiaomao" to appreciate the beauty of Moutai culture and appreciate the beauty of world civilization.
communication originates from identification, and identification drives transmission. Industry insiders analyzed that this Moutai Mid-Autumn Festival brand event has greatly narrowed the distance between Moutai and global consumers through the dissemination forms of global expression, regional expression and segmented expression, promoting exchanges and interactions between different cultures, making the Moutai brand image more three-dimensional and vivid.
Promote cultural exchanges and interactions. Different civilizations "beauty and beauty"
Only waiting for the bright moon, and thousands of miles away are the same as you. As a festival that carries the reunion and harmony of mankind and pursues beautiful emotions, Moutai takes Mid-Autumn Festival as the time node to plan a series of theme publicity activities "Thousands of miles with the Lord", showing the charm of Chinese culture and Moutai culture, while promoting cultural exchanges and interactions in the areas along the Belt and Road.
(Illustration 1: Qianli and Jun are in the same activity)
brand is an extension of culture. In the Mid-Autumn Festival brand promotion activities, Moutai relies on its strong brand potential, innovates communication forms, builds a cultural exchange and interactive platform, and promotes different cultures to "each beauty is beautiful and beautiful is shared."
Use the beauty of illustration to spread the beauty of Chinese culture. Moutai demonstrates the customs of watching the moon, putting on lanterns, and eating mooncakes to overseas users through hand-painted illustrations. In the process of making illustrations, the Moutai elements are incorporated to guide overseas "Maofans" to find Moutai, discover Moutai, and meet Moutai in the picture. Using Moutai as a carrier, we convey the concept of "reunion" of the Mid-Autumn Festival to overseas consumers, and promote the sailing of Chinese culture and Moutai culture in the world
(Illustrated 2: The beauty of "reunion of friends" on the Mid-Autumn Festival)
(Illustrated 3: The beauty of "reunion of family" on the Mid-Autumn Festival)
Use the beauty of scenery to convey the beauty of world civilization. Through integration with famous natural scenic spots and cultural attractions at home and abroad, "Xiao Mao" transforms into a tour guide and leads Mao fans to a global trip "start from Hong Kong to Maotai Town, ending in ", passing through Singapore, Thailand, Australia and other countries and regions. Not only does it promote China's natural beauty to the world in the form of hand-painted paintings, showing the beauty of China to the Mao fans in different regions, it also cleverly integrates the "Xiao Mao" element into the beautiful scenery around the world, attracting a large number of netizens at home and abroad to watch. Many fans left messages to introduce their hometown under the posts, hoping that Xiaomao can come to their hometown and share the beauty of his hometown with more people.
(Illustrated 4: Xiaomao shares the beauty of China's Shennongjia with overseas fans)
(Illustrated 5: Xiaomao checks in Singapore)
"In recent years, Moutai has continuously drawn nutrients from Chinese culture and has continuously improved its ability to deal with people from different ethnic groups, cultures, and regions." A researcher in the liquor industry in Beijing Ailiai Think Tank said that as Moutai continues to make efforts in the global market, in addition to winning recognition and respect with quality and service, it has also continuously built brand influence through Chinese wine culture and Chinese culture.
Enhance consumer brand identity and cultural communication "harmony but different"
In this "Thousand Miles and Jun" Mid-Autumn brand series promotional activities, Moutai used vivid Chinese stories and excellent Chinese culture to sow countless friendship seeds and build many emotional bridges with the world's "Mao Fan".
Through a variety of Mid-Autumn Festival tastings, consumers have greatly narrowed their distance with Moutai. Moutai and overseas dealers jointly held a series of tastings for "Mid-Autumn Festival" so that consumers can continue to understand Moutai's brand philosophy and brand culture.
In Estonian , combined with the local people's favorite cocktails, launched the "Moutai Cup" cocktail competition. In the hands of local bartenders, Moutai culture and local culture have a perfect encounter, and use Moutai cocktails as a carrier to achieve artistic sublimation.
"Doing to build cultural soft power, enhance persuasion, and enhance identity, the Moutai brand has rejuvenated in the process of letting China understand the world and letting the world understand China." Industry insiders believe that the beauty of Moutai brand communication lies in doing things with the flow, doing what is good, and being harmonious but different.
Targeting consumer groups in different regions, the Moutai Mid-Autumn Festival brand cultural communication forms are constantly innovating, and cultural publicity activities are carried out according to local conditions. In Finland , Moutai dealers use the golf competition that local people like as a platform to spend the Mid-Autumn Festival with Mao fans; in Malaysia , Moutai dealers invite Chinese and overseas Chinese to taste fine wine, talk about Mid-Autumn Festival, and reunite together; in Times Square, New York, USA, Moutai conveys the good wishes of "the moon is in the sky, the wine is round, and the moon is round, and the thousands of thoughts are conveyed" to the Chinese circle.
(Illustration 6: Moutai Mid-Autumn Festival blessings board the LED screen of Times Square, New York, USA)
"Mid-Autumn Festival 'Thousand Miles and Juntong' series of activities are a journey of identity between brands and emotions, and a journey of resonance between culture and cognition." A relevant person in charge of Moutai said, "As a pioneer in Chinese wine culture going overseas, Moutai actively uses the way overseas audiences can understand, hear, and listen to it to build the appeal and affinity of Moutai culture, liquor culture, and even Chinese culture."
It is reported that as of September 7, the total number of overseas exposures reached 28.39 million, and the total number of interactions reached 256,000. (Yang Chen)
Source: Beijing Youth Network
