“谢霆锋演唱会+盲品挑战赛” 国台如何借助“国粉节”重构白酒行业消费者沟通范式？

Core Insights - Guizhou Guotai Intelligent Wine Industry Group Co., Ltd. (referred to as "Guotai") successfully held the 11th "Guo Fan Festival" and "China New Famous Wine Night" in Jinan, with events in 12 key cities nationwide, celebrating the brand and engaging consumers [1][2] - The festival has evolved into a significant brand IP over the past eleven years, integrating more elements of "public participation" this year, enhancing brand influence through events like the exclusive sponsorship of a concert by celebrity Nicholas Tse [2][4] Brand Expansion and Consumer Engagement - The "Guo Fan Festival" has expanded its scale, with 13 cities participating this year, creating a nationwide wave of sauce aroma [2] - Guotai's marketing strategy includes a blind tasting challenge that has reached 74 cities, engaging nearly 100,000 participants, promoting the quality of Guotai's true vintage wines [2][4] Market Foundation and Sales Strategy - During the festival, Guotai introduced promotional offers, including a buy-one-get-one-free deal on the Guotai Guo Fan exclusive wine, demonstrating commitment to core consumers [3] - The company is implementing a "core terminal direct sales model" across 52 offices in 19 provinces, aiming to enhance market scale during peak seasons [3] Innovation and Industry Adaptation - Guotai has launched various consumer-oriented brand activities and products, including the Metaverse-themed wine targeting younger demographics, while reinforcing quality recognition through true vintage wine concepts [4][5] - The company is actively building a comprehensive C-end marketing system that enhances brand visibility, product diversity, and purchasing convenience, adapting to industry trends towards brand concentration and digitalization [5]