这一届春晚，古井贡酒如何“花式点亮中国年”

Core Insights - The article highlights the significance of Gujinggongjiu's participation in the 2026 Spring Festival Gala as a unique opportunity to strengthen its brand identity and cultural connection with consumers [1][2][10] - Gujinggongjiu has successfully integrated its brand into the Chinese New Year celebrations, positioning itself as a "national year wine" through consistent marketing efforts over 11 years [8][11] Group 1: Brand Strategy - Gujinggongjiu has been the exclusive partner of the Spring Festival Gala for 11 consecutive years, showcasing its commitment to brand visibility and cultural relevance [2][10] - The brand's marketing strategy includes a comprehensive approach that combines program content, scene creation, and online interaction, creating a complete "New Year cultural experience" [1][7] - The introduction of Liu Tao as the "New Year Blessing Officer" enhances the brand's emotional connection with consumers, leveraging her popularity to convey festive sentiments [4][7] Group 2: Cultural Integration - The setting of the Spring Festival Gala in Hefei, Anhui, allows Gujinggongjiu to emphasize its regional identity and cultural heritage, reinforcing its status as a representative of Anhui [2][11] - Gujinggongjiu's products, such as the "New Year's Eve" series and zodiac-themed offerings, strengthen the brand's association with traditional Chinese New Year celebrations [8][10] - The brand's narrative transcends mere sponsorship, becoming an integral part of the New Year's Eve rituals for many families [2][10] Group 3: Market Positioning - Gujinggongjiu's sustained investment in the Spring Festival Gala has built significant brand equity, differentiating it from competitors and establishing a strong market presence [10][11] - The brand's identity as a "national year wine" enhances its pricing power in the mid-to-high-end market segments, allowing for better sales performance during key occasions [11] - The emotional resonance of the brand with consumers serves as a stabilizing force in a fluctuating market, providing a pathway for premiumization and growth [11]