从“派福官”到年酒符号：古井贡酒携手刘涛点燃2026中国年消费场景

Core Insights - The article highlights the innovative marketing strategies employed by Gujinggongjiu during the 2026 Spring Festival, emphasizing the importance of breaking through market homogenization to stand out in the competitive liquor industry [1][4] Group 1: Marketing Strategy - Gujinggongjiu launched a new Spring Festival-themed advertisement and a "Gujinggongjiu Cloud Spring Festival Gala" live event, featuring Liu Tao as the "Gujing Fortune Officer," enhancing audience engagement and brand presence [1][3] - The marketing campaign effectively integrated emotional storytelling with product promotion, making "drinking Gujing" an essential part of the Spring Festival celebration [4][8] Group 2: Consumer Engagement - Liu Tao's role as the "Gujing Fortune Officer" resonated with consumers, leveraging her warm public image to enhance emotional connections and align with contemporary desires for festive joy and good fortune [3][4] - The campaign achieved significant online engagement, with a peak of 154,300 viewers during the live event, showcasing the effectiveness of the interactive approach [3] Group 3: Multi-Channel Approach - Gujinggongjiu utilized a comprehensive "online + offline" communication strategy, including TV commercials, live interactions, and physical promotional events, to create a cohesive brand experience [4][7] - The brand's presence at major events, such as the Harbin Ice Sculpture Festival and the Hefei Cultural Festival, reinforced its identity as a symbol of the Spring Festival [7] Group 4: Product Strategy - The company strategically positioned its products to meet market demands, maintaining a stronghold in the high-end banquet and gifting segments while launching the new "Gujinggongjiu New Year's Wine," which quickly gained popularity and sold out on e-commerce platforms [8] - The brand's marketing efforts successfully captured the emotional essence of the Spring Festival, transforming Gujinggongjiu into a symbol of companionship and blessings during family reunions [8]