Fang Shuijing Guan Wei commented:
He is full of skills and achieved extraordinary results with originality.
With the power of treasure, her style is unique, beautiful and unique.
Interpret the treasure of 5000 years with steadiness and agility. 600 years? Youbao? Hope and inheritance.
From the emotional topic of joining hands again to? National treasure edition? List of joint products; From the momentum of the drone 6-city tour to the customized high-speed rail? Treasure? The beginning of; From the commercial implantation of brand names to? 600 years? Youbao? Moistening things silently, can Fang Shuijing speak? Treasure? This card has reached the extreme, and at the same time, it has made the industry, channels and consumers fully feel that the familiar Fang Shuijing is back!
It is particularly noteworthy that although the third season of "National Treasure" is drawing to a close, as the exclusive title dealer of two columns, even the so-called gold master dad seems to pay attention to this matter from the perspective of a third party. Too deep into the play? Fang Shuijing praised it. It is really promoting this IP column with great efforts and creativity, not just promoting itself.
Anyone familiar with Fang Shuijing knows that as early as the end of 20 17, when the first season of National Treasure was broadcast, both sides? See the right eye? It is precisely because the national treasure at that time was still a new thing, far from the potential energy and volume of the current super IP. It is precisely because of this unknown and novelty that the cooperation between the two sides can be said to be a hit, which is particularly memorable.
It is precisely because of the explosion in the first season that the cooperation between the two sides was very successful: on the one hand, it formed a relatively solid memory cognition of ordinary audiences, laying the foundation for the follow-up hand in hand; On the other hand, it also raises the threshold in disguise. This threshold not only refers to the rising cost of cooperation caused by the explosion of the national treasure column, but also refers to the increasingly critical requirements for the later brand spirit fit and implantation methods. How to jump out? Dog-tailed leopard Strange circle, this is actually a bigger test of the other crystal, and Fang Shuijing does live up to expectations:
Why do people have to burn clothes after death? Just superstition? The answer is not simple.
Bring black technology? Drone show? I also booked the high-speed train, as if I saw the one in the first season again? Too deep into the play? In Fang Shuijing, the combination of the two parties is not only the attraction of brand temperament, but also the greater value lies in mutual empowerment: as an exclusive title sponsor? Fang Shuijing, this promotion method is obviously empowering the new season of National Treasure, and this empowerment will definitely be the final feedback of the other crystal, because the latter is originally? 600 years, a young treasure? .
Compared with the thousand-year-old cultural relics appearing in the National Treasure Plan, Shuijing Street Winery, which has inherited the brewing skills for 600 years, is undoubtedly? Youbao? , but? Young? It also represents a positive and innovative attitude and energetic connotation, which has become the source of Fang Shuijing's continuous innovation, and actively embraces the times and seeks ways to revitalize traditional culture.
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In the name of treasure, Fang Shuijing deepens brand communication.
In fact, before the national treasure became popular, Bao? This word has become popular on the internet. What does it usually mean? Many unknown advantages? . Did Fang Shuijing pass the wine viewing? 600 years, a young treasure? The refinement and conception of this point not only resonates with many national treasure museums in National Treasure, but also reflects its relatively long historical and cultural heritage in the wine industry. At the same time, it is also worth discussing and paying attention to? Treasure brand? .
As we all know, Fang Shuijing has always been one of the representatives of high-end liquor brands. Brand learning tyrant? Its brand creativity and communication connotation have been reshaping the ceiling of the industry. At a specific time node, the title of the third season of "National Treasure" not only coincides with the time stage of the peak season of liquor consumption during the Spring Festival, but also caters to the needs of banquet and gift scenes for product history and brand stories to a certain extent. The Fang Shuijing Museum, located in Chengdu, Sichuan, which is on the same stage as the national treasure, really exists. The original site of Shuijing Street Winery has been preserved for more than 600 years, and the traditional brewing technology of Fang Shuijing wine has been reproduced with more than 600 years of real production scenes.
In fact, from the perspective of consumer education and brand communication, these are the endorsements of the history and skill inheritance of the other crystal brand. Is the wine delicious? This traditional consumer cognition has always existed, but how to express yourself reasonably? Sense of history? And arouse the resonance and trust of consumers, which is a difficult problem in liquor brand communication. Fang Shuijing brought thousands of years' treasures as endorsements. Obviously, such endorsements and expressions are unrepeatable and more convincing.
One more thing, only the super IP of National Treasure can further empower and boost the brand value of Fang Shuijing. The reason why Fang Shuijing Zhenniang No.8 and Jingtai can stand in the second high-end price band is that consumers perceive high cost performance, and the key lies in the high-end wine perception formed in the past. In fact, it belongs to Tian Ji horse racing, and it needs to maintain or expand the existing market scale and leading edge, and continue to be high-end and unswervingly high-end. On the basis of defining this strategy, what remains is the choice of path and method and the problem of efficiency. Obviously, "national treasure" belongs to the high-end quality of the brand.
At the end of the first half of 2020, the wine theory once put forward a point: the position dispute after the epidemic, the wine production enterprises that advocate making a difference actively grab the market and resources and get back the lost first half of the year. From the current point of view, Fang Shuijing's product price increase and big brand action in the market in the second half of the year can be said to be: take the initiative to attack and act positively.