刘涛化身古井贡酒“新春派福官”，组合拳深耕“年文化”

Core Viewpoint - The collaboration between Liu Tao and Gujing Gongjiu strengthens the emotional connection between the brand and the Chinese New Year, marking an important step in the company's focus on "Year Culture" for 2026 [1][7]. Group 1: Liu Tao's Influence - Liu Tao's image aligns well with the values of reunion and harmony associated with the Spring Festival, enhancing her appeal as a cultural ambassador for Gujing Gongjiu [3][7]. - The launch of the New Year-themed video featuring Liu Tao has garnered significant attention, showcasing traditional customs and emphasizing family gatherings, thus positioning Gujing Gongjiu as an essential part of New Year celebrations [3][4]. Group 2: Marketing Success - The live streaming event featuring Liu Tao achieved over 30 million total exposures, topping the liquor live streaming charts, with more than 1.3 million product exposures and a peak concurrent viewership of 156,000 [4]. - Key products such as "Gujing Gongjiu · New Year's Eve Harmony" and "2026 Year of the Horse Zodiac Gift Box" became bestsellers, demonstrating a successful conversion of brand awareness into sales [4][8]. Group 3: Cultural Strategy - Gujing Gongjiu has been deeply involved in "Year Culture" since 2016, partnering with the CCTV Spring Festival Gala, which has created a strong emotional link between the brand and the New Year for consumers [7][8]. - The brand's strategy includes collaborations with high-speed rail media and global Spring Festival couplet collection activities, enhancing the festive atmosphere and reinforcing the brand's presence during the New Year [7][8]. Group 4: Market Adaptation - The white liquor industry is undergoing a shift as the main consumer demographic transitions from older generations to younger ones, who prioritize emotional and experiential value over traditional social currency [6][8]. - Gujing Gongjiu's approach to intertwining cultural resonance with consumer experiences is establishing a unique mental barrier in the market, transforming the brand into a cultural symbol and emotional anchor for contemporary Chinese consumers [8].