古井贡酒：一副春联里的年味经济学，如何酿出C端情感共鸣？

Core Insights - The article discusses the strategic cultural marketing initiative by Gujinggongjiu, a renowned Chinese liquor brand, as it launches the "Gujinggongjiu • New Year's Eve" Cup 2026 Spring Festival Couplets Collection Contest, marking the beginning of its cultural marketing for the 2026 New Year [2][5] - The initiative aims to blend traditional customs with modern branding, using the cultural significance of Spring Festival couplets to resonate emotionally with consumers and drive brand growth [2][4] Group 1: Cultural Marketing Strategy - Gujinggongjiu's approach is not merely a festive activity but a continuation of its long-term "New Year Culture IP" strategy, focusing on how to connect with consumers through cultural warmth [2][4] - The brand has established a clear upgrade path in its Spring Festival marketing over the past decade, evolving from brand exposure to emotional co-creation with consumers [4][5] - The brand's first collaboration with the Spring Festival Gala in 2016 marked a significant milestone, embedding itself into the collective memory of consumers [4][5] Group 2: Emotional Connection and Consumer Engagement - The emotional connection established through the brand's marketing efforts transforms Gujinggongjiu from a mere holiday consumption brand to a partner in emotional memories [6][8] - The Spring Festival couplets contest serves as a large-scale emotional crowdfunding initiative, allowing consumers to express their feelings and memories associated with the brand [6][8] - Gujinggongjiu's strategy effectively engages consumers at the C-end, fostering spontaneous word-of-mouth and social discussions through cultural activities [8][9] Group 3: Brand Positioning and Market Impact - The brand's focus on "New Year Culture" provides a deep emotional foundation, allowing it to occupy a unique position in the market amid the current adjustments in the liquor industry [7][8] - Gujinggongjiu's commitment to quality and cultural heritage enhances its brand value, contributing to consumer participation and emotional recognition, which can lead to brand premium and market strength [9] - The ongoing cultural initiatives reflect a decade of effort in cultivating the "New Year" cultural IP, showcasing the brand's deep understanding of the evolving dynamics within the Chinese liquor industry [9][10]