「溯味中国」端午季圆满收官｜寻味端午，溯源助力食饮品牌品效跃升

Core Insights - The "Taste of China" initiative launched by Juyuan Star Map and Douyin E-commerce focuses on "source of original flavor" to enhance brand recognition in the food and beverage industry during the Dragon Boat Festival [1][12] Group 1: Project Highlights - Trend Leadership: Top influencers emphasize "source of original flavor" through three directions: quality ingredients, cultural outreach, and scene upgrades [3] - Authoritative Endorsement: Central media's deep involvement, including the production of brand source micro-documentaries, enhances brand quality recognition [3] - Business Empowerment: The initiative includes IP-themed live broadcasts and search betting, effectively helping merchants seize opportunities and accelerate conversion [4] Group 2: Case Studies - Shede: Cultural Source, Record-breaking Live Broadcast - Core Strategy: Focus on "the beauty of cultural origins" with the hashtag PursuingTheBeautyOfOrigins, engaging multiple influencers and inviting the president to collaborate with a national gift master [4] - Remarkable Results: The official live broadcast room set a historical record for GMV, achieving effective cultural dissemination [4] - Luzhou Laojiao: Nostalgic Resonance Driving New Growth - Core Strategy: The hashtag SpecialEdition60 inherits memories of the era, leveraging the Dragon Boat Festival's popularity for the online launch of a scarce product [7] - Remarkable Results: Significant growth in the A3 demographic, with average video exposure increasing and GMV surging over 145% [7] - Jinlongyu Waipo Village Cold-Pressed Rapeseed Oil: Freshly Pressed Seasonal, Reshaping Mindset - Core Strategy: Capturing the rapeseed harvest season with the hashtag WaipoVillageColdPressedRapeseedOil, combining source live broadcasts, influencer networks, and authoritative media endorsements [9] - Remarkable Results: Total brand exposure exceeded 53.27 million, successfully attracting over ten million new users, with target audience growth exceeding 8,814% [9] Group 3: Overall Impact - The "Taste of China" initiative effectively explores cultural, emotional, and seasonal values, combining platform resources and innovative strategies to provide a quality example of synergy between brand performance and effectiveness in the food and beverage sector [12]