双11文创酒破局：剑南春以文物活化重构白酒高端叙事

Core Viewpoint - The Chinese liquor industry is transitioning from a "price war" to a "cultural war," emphasizing cultural experiences over mere product functionality [1][6]. Group 1: Market Trends - The high-end liquor market is experiencing a surge in demand, particularly for cultural liquor products, as consumers show strong purchasing intentions during the year-end gift-giving season and family gatherings [2][6]. - The annual Double 11 shopping festival is evolving from a simple price-cutting event to a platform for brand cultural display and new product launches [2][6]. Group 2: Company Strategy - Jian Nan Chun is redefining the cultural premium of liquor through its zodiac wine series and cultural innovation, effectively capturing the trend of cultural competition in the high-end liquor market [3][6]. - The company has successfully launched zodiac and cultural liquor products during major promotional events for three consecutive years, transforming Double 11 into a "Cultural New Product Day" [6][16]. Group 3: Product Innovation - Jian Nan Chun's zodiac wine, the "Bing Wu Horse Year Zodiac Wine," is part of a collaboration with the National Museum of China, creatively integrating historical artifacts into its design [7][10]. - The limited release of the zodiac wine, with only 30,000 bottles priced at 1,099 yuan each, enhances its scarcity and collectible value [10][11]. Group 4: Cultural Integration - Jian Nan Chun's cultural practices aim to define the "cultural premium" of liquor, focusing on cultural depth and innovative expression in its zodiac wine offerings [13][14]. - The company has developed a multi-dimensional cultural narrative system that combines Tang Dynasty culture, artifact activation, and contemporary aesthetics, enhancing both cultural and commercial value [17][18].