水井坊携手微信礼物开启中秋聚福节，让全民聚福成为最鲜活的人间烟火

Core Insights - The Mid-Autumn Festival is a critical sales period for the liquor industry, serving as a test of brand market insight and execution capabilities amid industry adjustments and evolving consumer scenarios [1][11] - Water Jingshan, with over 600 years of liquor culture, aims to connect emotional expressions through its products, adapting to modern consumer needs for heartfelt communication during the festival [1][3] Industry Trends - The demand for genuine emotional expression among consumers is increasing, as traditional gift-giving methods like red envelopes and mooncakes are perceived as lacking warmth and creativity [1][5] - The shift in liquor consumption from functional drinking to emotional connection reflects a broader trend in consumer behavior, particularly during festive occasions like the Mid-Autumn Festival [11] Company Initiatives - Water Jingshan has launched the "Gathering Blessings Festival" in collaboration with WeChat Gifts, creating an online platform for consumers to send liquor and personalized messages to friends, enhancing the emotional connection [5][6] - The company has also established "Gathering Blessings Streets" in nearly 20 cities, providing immersive experiences that blend traditional liquor culture with modern social interactions [10][11] - Over 200,000 participants have engaged in the "Gathering Blessings" activities since its launch in August, indicating a strong public interest in heartfelt blessings and cultural recognition [6]