跨界破圈与口碑渗透：剑南春双轮驱动解锁马年春节增长密码

Core Insights - Jian Nan Chun is redefining the narrative of Chinese liquor brands during the Spring Festival by integrating traditional aesthetics with modern digital social elements, moving away from conventional promotional strategies to a more multifaceted marketing approach that includes cross-industry collaborations and word-of-mouth marketing [1] Group 1: Cross-Industry Collaboration - Jian Nan Chun's cross-industry strategy is extensive and precise, covering various fields such as national comics, variety shows, and sports, creating a comprehensive brand outreach network [2] - The collaboration with the national comic IP "Jian Lai" features a short film that combines themes of heroism and traditional liquor culture, effectively engaging a younger audience [2] - The brand's integration into the narrative of the short film allows for a natural connection with the audience, enhancing emotional resonance compared to traditional advertising methods [4] Group 2: Word-of-Mouth Marketing - Jian Nan Chun's word-of-mouth marketing strategy is designed to build a comprehensive system from content creation to data validation, focusing on deepening brand trust [7] - The brand engages in cultural transmission by creating unique events that blend traditional liquor culture with new year celebrations, enhancing consumer experience [8] - The shift from traditional shelf competition to experience and mental competition is evident in Jian Nan Chun's marketing approach, ensuring a unified brand image across various channels [8] Group 3: Market Impact - Jian Nan Chun's dual strategy of cross-industry collaboration and word-of-mouth marketing has led to significant market responses, with notable sales achievements during promotional events [10] - The brand's approach addresses three major trends in the liquor market: upgrading cultural symbols to value systems, expanding from single products to experiential ecosystems, and evolving from imitation to personalized expression [10] - The successful integration of cross-industry collaboration and word-of-mouth marketing creates a virtuous cycle that enhances brand growth and consumer trust [10][11]