On August 14, a TV series about love in the city, Love is Not Blind, sponsored by Jinliufu and starring Yao Di and Zhang Mo, was first broadcast on Tianjin TV and Shaanxi TV during prime time.

On September 2, a TV series about love in the city with Jinliufu brand placement, Little Daddy, written, directed and acted by Wen Zhang, was first broadcast on Zhejiang TV, Dragon TV, Shenzhen TV and Shaanxi TV and Youku and Tudou.

On the same day, a TV series with Jinliufu brand placement, The Second Life of My Husband, starring Zhang Guoli and Zhang Xinyi, was first broadcast on Anhui TV, Shandong TV, Hebei TV and Shanxi TV and Tencent Video (v.qq.com).

Many TV series seized the prime time of various TV channels which gave broader exposure to Jinliufu brand. Records of “appearance” of Jinliufu are a lot more than this. It has become a common phenomenon that Jinliufu appears in film & TV, and many audiences look for Jinliufu for fun while watching film & TV. In the TV series Tangshan Earthquake broadcast in June 2013, careful viewers found Jinliufu Sanxing when Yang Yang and his father drank together and thought it was brand placement. In fact, it was an unintentional appearance. From another perspective, it proves that: although advertisements in film & TV are resisted by the audience, Jinliufu becomes a big draw of TV series by virtue of its natural brand placement. 

Why can Jinliufu brand placement gain recognition from the audience?

Innovation is Gene of Jinliufu Brand

The leader of sports marketing and the founder of new folk activities - innovation and reform are inborn genes of Jinliufu.

In 2001, Jinliufu became the “partner of the Chinese sports delegation of the 28th Olympic Games”, creating a precedent of innovative sports marketing in liquor industry; in 2002, the limited edition of 9999 bottles of liquor collections in celebration of Chinese football’s qualification for the World Cup was sold, opening a new field of liquor collection; “lucky star” Mi Lu was invited to be the spokesman, becoming the biggest highlight of marketing for 2002 FIFA World Cup Korea/Japan; in June 2004, “Aoyunfu?Jinliufu” integrated marketing communication activity was launched and won the “Award of Actual Effect” of sports marketing; in 2004, it launched brand communication activities themed “Mid-Autumn Reunion” and “Going Home for Spring Festival”, creating new folk activities. Along the way, Jinliufu has displayed its courageous spirit of innovation and deep insights into consumers and culture.

With such gene of innovation, since 2009, Jinliufu has tried brand placement in film & TV, a new marketing mode. It made its first try in All's Well End's Well 2009, a movie broadcast during the Spring Festival which achieved good effect.

Forward-looking Media Strategy

“In the multiscreen era of mobile phone + Pad + computer + TV, good films and TV series will definitely become excellent marketing platforms.”

If brand placement in All's Well End's Well 2009 was only a try made by Jinliufu about brand placement marketing in 2009 and brand placement in You are My Lover was a major step taken in 2011, brand placement in popular TV series of Jin Tailang's Happy Life and Green Porcelain in 2012 was a symbol of fully innovative marketing adopted by Jinliufu in film & TV.

In 2012, CCTV announced “cutback on liquor” which greatly limited advertisement space of liquor brand and increased marketing cost. Jinliufu which has always pursued marketing mode innovation and accurately grasped consumption demand for many years found the marketing method in “brand placement marketing in film & TV”, and conducted brand placement in almost ten popular movies and TV series in 2011. With frequent “appearance” of “Fu Culture”, Jinliufu brand has kept up with the times continuously and stood out in the liquor marketing battle with “telling history” as the main theme.

Make Consumers Blend into Fu Culture

Make the plot need Jinliufu through connection with core emotion of the plot, and make consumers gradually blend into “Fu Culture” through Jinliufu’s ideas about pursuit of and longing for happiness.

“From ‘good life can’t lack it, Jinlifu Liquor’ to ‘Chinese Lucky Liquor - Jinliufu’ and to ‘Going Home for Spring Festival - Jinliufu Liquor’ to ‘Mid-Autumn Reunion - Jinliufu Liquor’, advertisement promotion and marketing activities of Jinliufu always take “Fu Culture” as a kind of brand culture that grows up continuously and keeps pace with the times,” an insider said.

Jinliufu band placement methods are varied: show packaging, POP in supermarkets, bus body advertisements and outdoor advertisements in the scene, to make consumers “see” “Fu Culture” of Jinliufu; let characters say Jinliufu, to make the audience “hear” “Fu Culture” of Jinliufu; construct a situation of sharing lucky liquor and sharing happiness in the happy atmosphere created by the plot, to make the audience gradually blend into “Fu Culture” of Jinliufu.

The appearance of “Fu Culture” in film & TV can not only maximize the effect of advertisements but also effectively arouse association and interest of audience and consumers, to keep the brand vitality. In popular TV series, “Fu Culture” mainly sends the message of fashion, affection and happiness to the market and consumers, which accords with psychological demand and main ideas of main consumers in modern times. Jinliufu has completed a gorgeous turn.

Make the Plot Need Jinliufu

Smart integration of brand placement with plot, topics that are easily diffused and professional brand placement method effectively achieve the brand propagation effect through brand placement in film & TV.

Jinliufu brand placement method tactfully integrated brand development concept and brand culture with the plot, as if it had been tailored to those films and TV series.

In the TV series Love Is Not Blind, Soft Jinliufu witnessed friendship between friends and brothers as Wang Xiaojian and Huang Xiaoxian recalled past years while drinking Soft Jinliufu; in The Second Life of My Husband, Jinliufu witnessed responsibilities and growth of a man as Hu Shuai grew up from a no-brainer to a responsible man by working as an agent of Jinliufu.

In Green Porcelain, a TV series about business, love and friendship which directly reveals business ethics and human nature, brand placement of Soft Jinliufu is natural and smooth through many forms like plot, props and background. The supporting actor is an agent of Jinliufu liquor, so this special role makes brand placement appear natural and reasonable in terms of details on plot, lines and product display. Zhang Zhongping sends Gold Porcelain Soft Jinliufu to others as gifts and uses Red Porcelain as the liquor for family reunion. Different liquor products are used properly for different consumption occasions. It shows different orientations of Gold Porcelain and Red Porcelain- two products of Soft Jinliufu: Red Porcelain is suitable for wedding parties while Gold Porcelain is suitable for business banquets and present giving.

New Character of Jinliufu in 2013

In appropriate time, appropriate place and appropriate situation, make appropriate people consume Jinliufu in appropriate way.

In appropriate time, appropriate place and appropriate situation, make appropriate people consume Jinliufu in appropriate way. Find true consumption feelings from consumers and make plot need brand, to touch the heart of consumers, make them easily accept brand placement and unconsciously deepen their good impression on brand and brand loyalty. These are just the “share” and role of Jinliufu for brand placement in film & TV.

In the second half of the year, Let’s Get Married starring Gao Yuanyuan and Huang Haibo, Real Man starring Wang Zhiwen, Child's Slave starring Sha Yi and Hu Ke, and Hot Female Soldiers 2 with Jinliufu brand placement will be broadcast successively. How will Jinliufu surprise us? Let’s look forward to it.