举杯共敬中国年 五粮液温情陪伴全球消费者的“和美生活”

Core Viewpoint - The company Wuliangye is leveraging the cultural significance of the Spring Festival to enhance its global brand presence through a series of events and partnerships, emphasizing the theme of "harmony and beauty" [1][2][3]. Group 1: Global Brand Activities - Wuliangye is launching the "Harmony Wuliangye, Global Spring Celebration" series in key markets such as the USA, France, Russia, Canada, South Korea, Malaysia, Myanmar, and Singapore, focusing on a unified global theme with regional characteristics [2]. - The brand aims to create a deep cultural dialogue by integrating local celebrations with immersive experiences, showcasing the philosophy of "harmony and coexistence" inherent in Chinese liquor [2][4]. Group 2: Partnership with CCTV - Wuliangye is the exclusive interactive partner for the CCTV Spring Festival Gala in 2026, marking its fourth consecutive year of collaboration, which has become a highly anticipated New Year ritual for families [3][4]. Group 3: Cultural and Regional Engagement - The 2026 Spring Festival Gala will feature a historic venue in Yibin, Sichuan, known as the birthplace of Wuliangye, inviting global audiences to experience the local culture and traditions [4]. - The event will highlight Yibin's unique heritage, including ancient brewing sites and local customs, reinforcing Wuliangye's connection to Chinese cultural roots [4]. Group 4: Emotional Connection and Storytelling - Wuliangye is collaborating with Sina Finance to produce a themed microfilm titled "The Year Beast Returns to the Mountain," which narrates a touching story about the themes of departure and return, resonating with the emotional pulse of Chinese families during the Spring Festival [5]. Group 5: Diverse Consumer Engagement - The company is implementing various innovative activities during the Spring Festival, such as a collaboration with singer G.E.M. for a special gift box, partnerships with popular IPs, and interactive online events to engage younger consumers [6]. - Wuliangye is also promoting industrial tourism and cultural experiences, enhancing its brand presence across multiple consumer touchpoints [6][7]. Group 6: Brand Philosophy - Wuliangye emphasizes that a great brand transcends product offerings, focusing on cultural shaping, emotional connection, and lifestyle leadership, aiming to create a warm and harmonious atmosphere during the Spring Festival [7].