Autumn features clear sky, crisp air, and bumper harvests. With Moutai liquor, people look forward to reunions. When gathering together, people wish for harmony and happiness. In this season of harvest and reunion, Moutai Import and Export Company actively practiced the Purple Line Development Path, implemented the “Five-in-One” marketing method, and held a series of marketing activities on the occasion of the Mid-Autumn Festival and the National Day holiday centering on “culture” and “festival”. It demonstrated to the world the “harmony” and “happiness” embodied in Moutai.
With “Share the Full Moon” as the theme, the “double-festival” marketing activities were carried out in both online and offline channels. The wide range of coverage and the high efficiency of communication of social media were given full play to. In the meantime, the immersive experience provided by offline activities enabled overseas consumers to have a better understanding of the culture of Moutai and the quality of its products, ushering international consumers into the “age of beauty” of Moutai’s marketing.
Moutai Import and Export Company adopted cultural marketing and brand marketing methods in online activities. Focusing on “harmony” and “happiness”, Moutai’s homepages on overseas new media witnessed four ingenious “Share-the-Full-Moon”-themed online events over a span of 53 days, covering over 100 million people. Moutai showed the world a different beauty of integration through four aspects, namely “shared mind”, “shared tour”, “shared culture”, and “shared happiness” by presenting the world with a vivid display of images related to traditional Chinese culture and comprehensively interpreting the beauty of Moutai.
Seek common points while reserving differences, adjust measures to local conditions
From August 20th to the upper half of October, Moutai carried out two online campaigns, namely “Moutai Discover” and “Follow Moutai, Follow us”. In the 50-plus days, Xiaomao acted as a cultural messenger and guide. Bearing the “Belt and Road” initiative in mind, it led Moutai to world famous scenic spots and buildings, showing the “beauty” of different places around the world. “Adjusting measures to local conditions” is a key to overseas marketing. Only by integrating Moutai and overseas markets, can Moutai better promote its brand value. Together, the two online campaigns achieved over 58 million impressions and 1.086 million interactions. The world got to know “Moutai’s beauty” from China.
Share the Full Moon
From September 1st to 12th, Moutai conducted a series of Mid-Autumn-themed activities on its overseas new media homepages centering on the Mid-Autumn Festival, a traditional Chinese festival. Surrounded by an atmosphere of reunion, Moutai introduced to international fans the origin and customs of the Mid-Autumn Festival by means of illustrations. Many fans participated in the special game of rolling dice of Xiamen, which brought the event to a climax. The Mid-Autumn-themed activities gained over 30 million impressions and over 450,000 interactions. What’s more, Moutai Import and Export Company and a dozen of overseas distributors sent gifts and wishes to overseas Chinese households and students, and filmed videos to celebrate the festival with Moutai’s fans all over the world.
“Share the Full Moon” is an invitation sent out by Moutai to the whole world and a main theme of Moutai’s going global. “Seeking common points” can take a lot of time. But it will be achieved someday. We seek common points in “harmony” with shared mind, shared culture, and shared tour. We seek common points in “happiness” with shared taste, shared appreciation, and shared entertainment”. Moutai looks forward to the “great harmony” with world culture.
It requires the continuous efforts of all Chinese Baijiu brands to realize the internationalization of Chinese Baijiu. Moutai is steadfastly moving forward in the marketing age of “beauty”. Together with its distributors across the world, Moutai will stick to the “Purple Line” development path and the “Five-in-One” marketing method and strive to gain popularity in the world!
