Shede Spirits (SH:600702) Sou Hu Wang·2026-02-04 05:26Core Insights - Tuo Pai Liquor has adopted a unique marketing strategy for the Spring Festival, focusing on emotional resonance rather than traditional promotional tactics [4][12] - The brand has transitioned from being a mere product provider to an emotional companion, addressing the complexities of social interactions during the festive season [6][12] - The campaign features celebrities Liu Xiaoqing and Yang Yuguang as "emotional spokespersons," appealing to different demographic segments and enhancing the brand's relatability [8][10] Marketing Strategy - Tuo Pai's marketing campaign centers around the theme "T68 Truth or Dare," which acknowledges the hidden emotions associated with social gatherings during the Spring Festival [4][13] - The campaign includes a humorous film that dramatizes familiar social scenarios, allowing the audience to relate and feel understood [13][15] - An interactive H5 campaign invites users to create personalized "truth declarations," shifting the narrative from brand messaging to user expression [16][19] Engagement Tactics - The "Jiu Zhou Tong Qing" live stream features Liu Xiaoqing in a relaxed, engaging format, fostering a sense of community and trust among viewers [19][20] - The campaign employs a dual approach of online and offline strategies, including a "Jiu Zuo Ge Shen" singing challenge on Douyin to encourage user participation [20][22] - Offline events at over 500 restaurants and key travel locations enhance brand visibility and consumer engagement during the festive season [22][24] Emotional Connection - The campaign effectively addresses the emotional needs of consumers, providing a platform for genuine expression during social interactions [12][26] - Tuo Pai's marketing strategy emphasizes emotional value, creating a deeper connection between the brand and consumers, thus redefining the social significance of alcohol during the Spring Festival [26]