A group-star concert at the end of the year enabled citizens of Yangzhou feel the unique charm of the high and medium-end strategic product “Soft Jinliufu”. On December 21, 2012, Night of Soft Jinliufu Group-star Concert exclusively title sponsored by Jinliufu Distillery was held in the stadium of Yangzhou Sports Park. “Buying Good Wine for Wonderful Show” - this brand-new sales mode practiced by Yangzhou Market Department of Jiangsu Major District under the Business Department of Jinliufu triggered the upsurge of liquor buying for tickets, and most audiences seeing the show were consumers of Jinliufu.

Classic Old Songs Lead to Chorus

Soft Jinliufu is of Full Charms

Before the Concert, the 30-sencond ads of “Soft Jinliufu” and Shangri-La plateau series was played continuously and many audiences, especially children, could fluently spoke out the slogan of “Soft Jinliufu”  – “Contentedly and delightedly”. Many clients of Yangzhou Market spoke highly of the strong charisma of “Soft Jinliufu”.

The two-and-half long concert was full of wonderful performance. There were 7 singers with varied styles and distinctive characteristics. The vacant and intangible “Yun-Style singing” of Valen Hsu and the powerful and unique voice of “Emotion-Expressing Prince” Phil Chang were especially commended by the audience. Songs including Augus Tung’s Leaving the Root and Jonathan Lee’s Songs of Ordinary People were full of passion with vicissitudes. And the singing of Zhang Weiqi and Wang Chong from The Voice of China obtained applause of the whole audience. Aya, the singer and the host of the Concert, fulfilled her responsibility on the stage. Under the highly praise and promotion, “Soft Jinliufu” completely stole the thunder and became the brightest star on the stage, on an equal footing of the 7 singers.


“Ticket for Liquor Purchase” Became New Sales Mode

4000 Boxes of Gold Porcelain Soft Jinliufu Sold Out

Message of “Night of Soft Jinliufu” Group Star Concert, once coming out, immediately trigged the upsurge of purchasing “Soft Jinliufu” for tickets to the concert. Facts prove that “liquor purchase for tickets” is a kind of sales mode of liquor favored and welcomed by consumers.

Tickets to the concert distributed under the mode of “liquor purchase for ticket” is mainly determined by the quantity of Soft Jinliufu purchased by clients. And in Jiangsu District, RMB 50 is added to the original purchase price of each bottle as financial support to the concert. And 6 major clients of Yangzhou Market altogether bought over 4,000 boxes of Gold Porcelain Soft Jinliufu, which had all been sold out as judged from the data reported by the market until the successful holding of the concert.

This year, as the brand-new sub-brand created by Jinliufu - Soft Jinliufu Portfolio has received good market responses since its market-release, and the widespread clients are also positive about its quality; on the other hand, in order to alter the stereotypes that Jinliufu is a low and medium-priced product in consumers’ minds, as well as promote the brand popularity of Soft Jinliufu and present a brand-new Jinliufu before customers in Yangzhou, the plan of holding a concert was put on the agenda again. 

The reason why this concert was such successful is closely related to the proactive support and participation of clients in Yangzhou. Yangzhou boasts of unique quality clients lacked by other markets, most of whom are relevant enterprises to the tobacco system and has maintained close partnerships with the Company for many years. Besides, these partners have abundant connecting resources and solid financial strengths, capable of occupying the ultimate and retail markets. Moreover, the wide dealers are of the same thinking with Jinliufu that the primary task is to create the brand of Jinliufu while the pursuit of profits is secondary. In November 2011, that was, during the preparation stage of the Concert, dealers had already finished all sales plans assigned by the Company.

It only took one month from preparation to the successful holding of the concert, and this speed was the first of concerts taking on the name of the concert. During preparations of the concert by the Market Department in Yangzhou, dealers began to replenish stocks, that is, stock replenish was put ahead of the determination of operation schemes. This time, dealers showed with adequate good faith.

Since its release to the market in Yangzhou in June 2012, sales volume of Soft Jinliufu exceeded RMB 10 million by the end of December. And only in six months, the Yangzhou Market Department succeeded in promoting sales volume of Soft Jinliufu the first among China’s prefecture cities.

Binding Joint Operation Achieves Win-win Results of Benefits and Brand Publicity

Market of Soft Jinliufu is Promising

Sales and brand promotion effects brought by the success of “Night of Soft Jinliufu” Group-star Concert shall not be underestimated. By investing in a low-cost title sponsorship fee, Jinliufu received maximum increase in values including ads publicity effects, brand popularity as well as market benefits.

This time, the Company adopted the operation mode of “binding joint operation”, choosing Yangzhou News Group with utter advantages in publicity in Yangzhou as the organizer of the concert. In the last ten-day of November of 2012, the “three newspapers and one network” composed of Yangzhou Daily, Yangzhou Times and Yangzhou Evening as well as Yangzhou Media Net carried out centralized and constant publicity of this activity, and the newspapers specially spared half of page to publicize the concert each day, costing RMB 1 million in total. And during the period, 20 advertorials were published with contents covering the corporate publicity of Jinliufu, introduction to Jinliufu’s products and performers of the concert, etc., and the costs accumulated exceeded RMB 1 million, and expenses for publicity effects as field atmosphere ads, program list cost another RMB 1 million, in addition, with RMB 1-million brand publicity ads returned as specified by the cooperation agreement of this concert being removed, the actual costs totaled was over RMB 2 million, however, these costs were all covered by Yangzhou News Group as the return to the title sponsor of the concert. And as the title sponsor of the activity, Jinliufu provided posters and X exhibition shelves covering 500 network points within capacity for publicity and promotion. And the organizer also provided 4,500 tickets worthy of over RMB 2 million to Jinliufu -general sponsor of the concert.

Facts prove that with the prerequisite of weak market foundation, the high and medium-end Soft Jinliufu Portfolio still enjoys great surviving and developing space. As long as there exist proper dealers and products and the wide dealers are proactive in coordination for implementation, Jinliufu will surely have a bright future.