In May and June when graduation season of colleges and universities came, the activity of “Salute to Youth, Drunk in Fashion- Cultural Tour of Soft Style Jinliufu to Colleges and Universities” held by Jinliufu Business Department was like a raging fire that ignited enthusiasm of national college students for soft style Jinliufu.

The activity of cultural tour to colleges and universities attracted participation of thousands of college students for communication on soft style Jinliufu “Promoting Cultural Innovation and Brand Transformation of Chinese Liquor”, through combination method of online Microblog and offline campus presentation. Jinliufu observed keenly new trend of liquor consumption, turned around gorgeously, got close to fashion, and made fashion-oriented innovation of traditional liquor, thereby taking the first step to “Influence A Generation” put forward by Chairman Wu Xiangdong.

Origin: Liquor “Consumption Fault” Provoked Thinking

Chairman Wu Xiangdong indicated that Jinliufu should “Influence A Generation”. So what does “Influence A Generation” mean?

With rapid rise of post-80s and post-90s consumer groups, how do they see liquor with a long-standing tradition?　

Faced with this unfamiliar group of potential consumers, how to implant Jinliufu brand and product information in the way they like?

With these questions in mind, Jinliufu Business Department conducted investigation that lasted half a month among consumers in such universities as Renmin University of China, Beijing Institute of Technology and Shandong University. Through such forms as visit to campus, visiting students and businesses, and online questionnaire survey, totally 305 valid samples were collected. As to the question about “main liquor for dinner party”, for the group focusing on post-90s, liquor accounts for 28% of dinner tables; as to the question about “drinking occasion”, such occasions as family & friend party and special occasions (welcoming new students, graduation and competition) in campus are still the main occasions for consumption of liquor. As to the question about “describing liquor with two words”, 41% of students mentioned such words as “culture”, “tradition”, “formal” and “serious”; over 50% of students mentioned such words about mouth-feel as “strong”, “spicy” and “easily drunk”; 72% of students thought that “liquor is an inevitable part of social communication” and were willing to learn knowledge and etiquette on liquor.

For new consumer group who emphasizes personality and independence, “tradition” of liquor and “have to drink” are contradictory. It provoked our thinking: is liquor really a symbol of tradition and conservative idea? How to change this cognition and implant product information of soft style Jinliufu among potential consumer group?

In order to win young people’s favor, it is necessary to pay attention to young consumers. Thus, soft style Jinliufu decided to hold “Cultural Tour of Soft Style Jinliufu to Colleges and Universities” throughout the country, trying to strike a chord with the new generation of consumers.

Online: Microblog activity aimed at graduation season of colleges and universities

Jinliufu chose to launch national university liquor presenting activity in graduation season of colleges and universities through official Microblog, as a part of “Cultural Tour of Soft Style Jinliufu to Colleges and Universities” activity.

Graduation season is the period that impresses college students most and a peak period of liquor consumption. Theme activities of “Soft Style Jinliufu Liquor Presenting to 1000 University Graduation Dinner Parties” and “Liquor Presenting to 999 Couples of University Student Lovers in Wedding Parties” were launched on official Microblog and Wechat platforms of Jinliufu Business Department. Since launch on May 24, these two activities have attracted active participation of over 100 classes in 27 colleges and universities like China Agricultural University, South China University of Technology and Fudan University. As of June 18, 6,208 persons participated in liquor presenting activities.

Offline: campus presentations were held in colleges and universities

Offline Microblog activity promoted brand image of soft style Jinliufu, but how to realize in-depth communication on brand with this group of potential mainstream consumers?

Through deliberation, we thought that in order to realize “Influence A Generation” we should change current cognition of the new generation of consumer group and re-build a new type of cultural system of liquor. We finally determined to hold campus presentations in university classrooms, to realize dissemination of core spirit of brand through introduction of “operation cases of Jinliufu brand” which young students were interested in.

Campus presentations in university classrooms became the most important part of “Cultural Tour of Soft Style Jinliufu to Colleges and Universities” activity.

On May 27, a campus presentation themed “intoxication of youth” was held in Beijing Technology and Business University, which attracted participation of almost 100 students. College students conducted discussions around such topics as “a cup of wine, salute to youth” and “cultural innovation and brand transformation of liquor”, and conducted analysis of cases on core product creation and brand promotion of soft style Jinliufu.

On June 1, we went to Peking University for communication with postgraduates on product power and communication system creation of soft style Jinliufu.

On June 4, at the invitation of School of Journalism & Communication, Peking University again, we shared cases of product development and new media communication of soft style Jinliufu with students in Peking University.

On June 7, we held a great discussion on “cultural innovation and brand transformation of liquor” in Beijing Sport University and students were particularly interested in Jinliufu’s performance in such aspects as creation of Fu culture and use of new media.

While soft style Jinliufu advocated fashion-orientation of brand, communication activities also realized fashion-orientation. While guiding value, we created corresponding spirit atmosphere by means of brand communication, followed the trend, changed over time and turned around gorgeously, taking the first step to “Influence A Generation”.

College students participated in “Soft Style Jinliufu Liquor Presenting to 1000 University Graduation Dinner Parties” activity held on official Microblog of Jinliufu, wrote application for liquor presenting, and showed graduation photo of the whole class, and this activity was sought after by college students.

I thought liquor was exclusive to the elder generation all the time, but after listening to the campus presentation, I realized the problem did not lie in the category of liquor but traditional liquor publicity focused too much on “history” and “accumulation” and added too much historical burden. The market potential of liquor featuring fashion and soft mouth-feel like soft style Jinliufu is big among mainstream consumer group in the future.

A student in Beijing Technology and Business University

I hope famous liquor companies like Jinliufu can come to campus for more presentations, to provide young people with an opportunity to know liquor and know traditional culture and innovative marketing again.

 A student in Guanghua School of Management, Peking University

It can shorten the distance between liquor and young people only by developing products with mouth-feel, degree and fragrant type liked by young people, designing bottle style and packaging liked by young people, promoting drinking pattern liked by young people, and adopting marketing method featuring high emotional compatibility and high interactivity with young people. And in such aspects, Jinliufu has walked ahead of other liquor companies.

A student in School of Journalism & Communication, Peking University