叙府“蓝朋友”出街记：IP人格化如何激活品牌温度

Core Insights - The key competitive focus for liquor brands has shifted from broad visibility to cultivating mental share, prompting brands like Xufu to explore new ways to connect with consumers [1] - Xufu's approach involves high-frequency, multi-dimensional, and scenario-based value dialogues to build consumer recognition and emotional connections [1] Marketing Strategy - Xufu participated in the 2025 Trend Drink Festival organized by Sichuan Liquor Group, launching the second season of the Blue Label Cultural Festival, engaging young consumers through interactive experiences [1][3] - The event featured multiple interactive modules, allowing consumers to engage with the brand in tangible ways, such as creating personalized drinks and taking photos at branded installations [3] Consumer Engagement - The event attracted over 10,000 visitors daily, successfully stimulating user-generated content on social media platforms, enhancing brand visibility among younger demographics [5] - Xufu's marketing efforts aim to integrate the brand into consumers' daily lives, transforming marketing from a one-way communication to a collaborative creation of lifestyle content [5] Brand Identity and Emotional Connection - The Blue Label Cultural Festival included a character named "Blue Friend," designed to enhance emotional recognition of the brand through engaging activities and giveaways [6][8] - Online interactions were encouraged, inviting consumers to share their stories with the brand, further deepening their emotional ties and sense of belonging [8] Strategic Focus - Xufu's initiatives reflect a systematic strategy centered on enhancing brand value, developing core products, and building key market presence, all while maintaining a focus on authentic Sichuan liquor [12] - The brand's transformation from a traditional liquor company to a "user brand" emphasizes the importance of user relationships and breaking industry boundaries [14] Market Positioning - Xufu's strategy includes redefining relationships from product transactions to community engagement, fostering emotional connections that transcend product functionality [14] - The brand is also breaking traditional category boundaries by appealing to broader consumer groups through innovative product designs and cultural symbols, creating new growth opportunities [14]