Core Viewpoint - The collaboration between Gujinggongjiu and actress Liu Tao aims to strengthen the emotional connection between the brand and the Chinese New Year culture, enhancing the brand's presence in festive celebrations and consumer engagement [1][6]. Group 1: Marketing Strategy - Liu Tao's role as the "New Year Blessing Officer" for Gujinggongjiu aligns her public image with family values and traditions associated with the Spring Festival, enhancing brand trust and relatability [3][6]. - The launch of a New Year-themed video featuring Liu Tao integrates traditional customs with Gujinggongjiu products, promoting the brand as an essential part of family gatherings during the festive season [2][3]. Group 2: Consumer Engagement - The live streaming event featuring Liu Tao attracted over 30 million views, making it the top-ranked liquor live stream, with significant product exposure and high viewer engagement [4][6]. - Key products such as "Gujinggongjiu New Year's Gift Box" and "2026 Year of the Horse Gift Box" became bestsellers, demonstrating the successful conversion of brand awareness into sales [4][6]. Group 3: Cultural Integration - Gujinggongjiu has been deeply involved in promoting "Year Culture" for over a decade, partnering with major media events like the CCTV Spring Festival Gala, creating a strong emotional link between the brand and the New Year celebrations [6][7]. - The brand's ongoing initiatives, such as high-speed rail media collaborations and global Spring Festival activities, further enhance the cultural significance of Gujinggongjiu in the context of family reunions and festive traditions [7]. Group 4: Industry Trends - The white liquor industry is experiencing a shift in consumer demographics, with younger generations (80s and 90s) increasingly influencing drinking habits and brand perceptions, moving away from traditional social currency to valuing emotional and experiential aspects [7]. - Gujinggongjiu's strategy of embedding cultural resonance and experiential value into its branding is seen as a way to build a unique consumer mindset and differentiate itself in a changing market landscape [7].

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].