茅台线上护航、洋河线下撑场！刘德华票房吸金力不及当年，演唱会依旧“醉人”出圈

Group 1 - The online concert of Andy Lau, titled "Today...is the Day," attracted over 82.3 million views, showcasing the enduring appeal of classic artists [1] - The concert featured 30 songs, including popular hits like "Forget Love Potion" and "Silly Kid," evoking nostalgia among viewers [1] - The concert was sponsored by "Moutai 1935," while the offline tour in 2024 is backed by "Yanghe Dream Blue M6+" as the full sponsorship [2] Group 2 - The trend of sponsoring concerts by liquor brands is on the rise, with over 20 well-known liquor brands sponsoring more than 100 concerts since 2023 [2] - Liquor companies aim to reach younger consumers and reshape their image, countering perceptions of being "old," "expensive," and "hard to access" [2] - Events like G.E.M.'s concert, sponsored by Wuliangye, demonstrate the synergy between concert sponsorship and product promotion [3] Group 3 - Sponsoring concerts of established artists allows liquor brands to tap into the nostalgia of the "70s and 80s" demographics, creating a direct marketing strategy [8] - "Yanghe Dream Blue M6+" offered promotions such as purchasing liquor to receive concert tickets during the tour [12] - Some liquor brands have formed exclusive partnerships with specific artists, like Guizhou Xijiu with Dao Lang, to enhance brand visibility [10] Group 4 - The concert sponsorship strategy is seen as a way for liquor companies to increase brand exposure and drive sales, especially in a competitive market [12] - Despite a decline in box office performance for films featuring Andy Lau, his concerts remain highly sought after, with tickets selling out quickly [12] - The cultural consumption of middle-aged and elderly demographics is rising, as evidenced by the popularity of concerts by artists like Dao Lang, which cater to this audience [15] Group 5 - The internet penetration rate among the elderly is increasing, with 52% expected by June 2025, indicating a growing market for cultural consumption [15] - The demand for concerts among older demographics reflects a shift in cultural consumption patterns, with artists like Dao Lang and Phoenix Legend gaining popularity [16] - Engaging with the emotional resonance of the elderly audience may provide liquor brands with a more sustainable marketing strategy than simple product promotions [16]