Core Insights - The 2025 Luzhou Laojiao "Jiao Master Festival" aims to enhance consumer engagement and brand recognition through a series of interactive and culturally rich activities [3][4] - The event is designed to cater to the preferences of Generation Z, focusing on a multi-dimensional experience that combines food, drink, and entertainment [3][4] Group 1: Event Overview - The festival will take place from March 20 to 27, 2025, in Chengdu, featuring a variety of activities that promote the Luzhou Laojiao brand [1] - The first "Jiao Master Festival" established a national touring format and brand recognition for the "Jiao Master" IP in 2023 [3] - The 2024 festival will expand to more cities and incorporate digital marketing strategies to deepen consumer interaction [3] Group 2: Consumer Engagement - The festival will offer a rich array of interactive activities, creative cocktails, cultural experiences, and live performances, creating a vibrant "intense lifestyle" atmosphere [3][4] - The event will include diverse areas such as dining, tea, camping, bars, and art, providing a comprehensive experience that combines food, drink, and scenic enjoyment [3] Group 3: Marketing Strategy - Luzhou Laojiao is committed to a consumer-centric approach, continuously innovating consumption scenarios and enhancing the quality of consumer experiences [4] - The festival reflects the company's strategy to appeal to younger consumers by offering tailored marketing experiences that resonate with their emotional needs [4] - The shift towards consumer-centered refined marketing is evident in the white liquor industry, with the "Jiao Master Festival" serving as a platform for brand culture and storytelling [4]

Core Viewpoint - Luzhou Laojiao's "Jiao Master Festival" aims to modernize the brand and attract younger consumers through immersive experiences and innovative marketing strategies [1][5][6] Group 1: Event Overview - The "Jiao Master Festival" is held from March 20 to 27 at Chengdu Guixi Ecological Park, featuring eight themed days to engage consumers [1] - Activities include "Love is Intense," "Post-Drinking Inspiration Artists," "Everyone on the Mic," and "Chill Flavor Sports Meeting," offering diverse experiences each day [1] Group 2: Consumer Engagement - The festival includes immersive role-playing and fun challenges, attracting many participants to engage with various roles such as brewing masters and tasting experts [3] - The event features multiple zones like the Jiao Master Experience Area, Lifestyle Area, and Fitness Zone, enhancing consumer interaction and enjoyment [3] Group 3: Brand Strategy - Celebrating 110 years of international presence, the festival showcases the brand's heritage and commitment through a special exhibition [5] - The festival redefines consumer scenarios, appealing to younger audiences and breaking traditional perceptions of liquor consumption [5][6] - The focus has shifted from formal occasions to experiential and personalized drinking, aligning with the desires of the new generation [5][6] Group 4: Marketing Innovation - The festival enhances consumer identity by designating them as "Jiao Masters," fostering a sense of belonging and community [6] - The event reflects a strategic shift towards consumer-centric marketing, balancing tradition with innovation to ensure sustainable development [6] - The festival communicates the brand's cultural narrative while showcasing the modern and fashionable aspects of Chinese liquor [6]