Registration is Available in Six Systems and Wang Baoqiang Provides Help

On January 15, the Fourth Jinliufu Going Home for Spring Festival Mutual Assistance Federation was officially launched. The activity ended on February 15 and totally over 300,000 person-times participated. It helped consolidate the position of Jinliufu Going Home for Spring Festival Mutual Assistance Federation as “the earliest, the most influential, the most professional and the most systematic public-welfare platform of mutual assistance by carpooling in China”. Reports by over 40 domestic authoritative media made Jinliufu the focus of the public and media during Spring Festival again, which helped consolidate brand identity of “Going Home for Spring Festival·Jinliufu Liquor”, further enriched the brand connotation of “Chinese Lucky Liquor”, and made “Fu Culture” of Jinliufu be more rooted in people’s minds.

On January 22, the “Going Home for Spring Festival Mutual Assistance Federation” bus launched through cooperation between 2014 Jinliufu Going Home for Spring Festival Mutual Assistance Federation and Wang Baoqiang was driven slowly to Xingtai.

Launch　Registration is available in six systems

On January 15, the Fourth Going Home for Spring Festival Mutual Assistance Federation was officially launched, and several ways of registration and consulting like official website of the activity (http://www.jlfhome.com/), Hotline 400-800-1752 (Going Home Together), official Sina M-blog @Jinliufu-Happiness Community, official Weixin account Jinliufu-Happiness Community, texting, official e-mail jlfhome@163.com were offered to help fellow townsmen return home during Spring Festival. The federation also opened up the channel of direct registration through Weixin to provide convenience for car owners and passengers.

In order to display more carpooling information to help more people return home through the activity, the activity improved the attribute of the platform by focusing more on establishing an information display platform for car owners and passengers. Amount of information was added through many sources of information.

Climax　Wang Baoqiang chartered a bus to send fellow townsmen home

The activity obtained follow-up and support from the spokesman Wang Baoqiang.

On January 22, the seventh day during Spring Festival, a special bus attracted people’s attention. This bus leaving for Xingtai was the “Going Home for Spring Festival Mutual Assistance Federation” bus launched through cooperation between 2014 Jinliufu Going Home for Spring Festival Mutual Assistance Federation and Wang Baoqiang in order to help Xingtai fellow townsmen return home during Spring Festival. The striking big red flower on the front, joyous red decoration, Chinese knots pasted on windows and 50 happy smiles in the bus became a beautiful landscape on the way home during Spring Festival.

The event attracted wide attention from all circles of the society. Some netizens praised that it was “thoughtful and heart-warming”. And some netizens even shouted, “So encouraging! Support Wang Baoqiang to hit the headline!”

Innovation　New media had a big influence

The activity attracted attention from official M-blog and Weixin platforms of dozens of media in China for the combination of two core topics- “Going Home for Spring Festival Mutual Assistance Federation” and “Wang Baoqiang”.

Over 40 media such as Liaoning TV, Qilu TV and Peninsula City News offered in-depth reporting and comments on the activity. Official M-blog and Weixin of main print media in various regions like Hebei Daily, Guangzhou Daily, Yangtze Evening News and Dahe Daily as well as official M-blog and Weixin of authoritative media like cctv.com and CNTV conducted follow-up reporting on the activity.

The departure ceremony of “Going Home for Spring Festival Mutual Assistance Federation” bus became the focus of media attention. Official M-blog of governments like Hebei Provincial Government, Shijiazhuang Municipal Government and Xingtai Municipal Government expressed their support for the activity.

Effect　Many activities had harvests

2014 Jinliufu Going Home for Spring Festival Mutual Assistance Federation continued the form of activity in the previous three years and made innovation. Closely around two core topics- Wang Baoqiang’s endorsement for Jinliufu and Going Home for Spring Festival Mutual Assistance Federation, it planned a series of topics- for example, “the Fourth Going Home for Spring Festival Mutual Assistance Federation is launched”, “Wang Baoqiang is the public welfare ambassador”, “Wang Baoqiang sends fellow townsmen home”, “help Wang Baoqiang hit the headline” and “celebrate New Year together”, and many M-blog and Weixin activities like prize-winning information forwarding, “winning Jinliufu tickets: the most unforgettable experience during Spring Festival transportation” and “New Year’s Eve dinner M-blog activity”. Because of all-round publicity through such channels as TV media, print media, network media, M-blog and Weixin, activity information and brand preference were maximized effectively and good publicity effect was achieved