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 Viewpoint - Jian Nan Chun's success lies in its ability to integrate cross-industry collaboration and word-of-mouth marketing into a mutually reinforcing cycle, rather than viewing them as mere tools for traffic acquisition or sales promotion [1][15]. Cross-Industry Collaboration - Jian Nan Chun employs a multi-faceted marketing strategy that includes cross-industry collaboration and word-of-mouth marketing to attract new audiences beyond traditional liquor consumers [2][10]. - The brand's collaboration with the national comic IP "Jian Lai" for a short film during the Spring Festival effectively merges traditional culture with modern aesthetics, appealing to younger consumers [4][5]. - The short film serves as a natural product placement, enhancing emotional resonance with the audience, which is more effective than traditional advertising [7]. - Jian Nan Chun's partnership with China National Geographic for a special Spring Festival film further elevates the brand's cultural significance and value recognition [8]. Word-of-Mouth Marketing - Jian Nan Chun's word-of-mouth marketing strategy encompasses a full-cycle system from content creation to data validation, focusing on cultural heritage and immersive experiences [10]. - The brand collaborates with various platforms and IPs to create unique events that blend traditional liquor culture with modern festivities, enhancing consumer engagement [10][11]. - The brand's visual and promotional materials are unified across all channels, reinforcing brand identity and message consistency [11]. - Interactive online activities and offline experiences are designed to immerse consumers in the festive atmosphere, enhancing brand connection [13]. Market Impact - Jian Nan Chun's dual strategy has yielded significant market responses, with notable sales achievements during promotional events like Double Eleven [15]. - The brand's approach addresses key trends in the liquor market, including the shift from cultural symbols to value systems, and from single products to experiential ecosystems [15][16]. - The integration of cross-industry collaboration and word-of-mouth marketing provides rich content and trust validation, positioning Jian Nan Chun favorably in a competitive market [16].