Langjiu, which was founded in 1903, is produced by the Chishui River, which is known as the "Chinese wine" at the border of Sichuan and Guizhou. Surrounded by high mountains and deep valleys, there is a clear spring, which is called "Langquan" by the world. It is named "Langjiu" because it takes the water from Langquan to make wine.
For more than a century, Langjiu has become one of the few liquor brands with a history of 100 years in China, from "Xuzhi Distillery", "Huichuan Zaofang" to "Jiyi Zaofang".
In recent years, Langjiu Jam, Nong, and Jianjian flavor products, with the connotation of independent personality, fashionable packaging, constantly improving product quality, and brand progress, not only have the product culture and design connotation been continuously improved, but also the output, quality, and sales increased simultaneously. This is the embodiment of Langjiu's strong brand strength.
In terms of marketing, Langjiu adopts the unique business division+office marketing model, puts forward the concept of value marketing, constantly adds strong cultural elements, and inherits traditional liquor culture to enhance product value and brand connotation.
In terms of products, the "Qunlang Strategy" with the Maotai flavor model Honghualang as the first wolf has achieved great success, and the brand idea of "creating history is better than representing history" has been put forward by the concurrently fragrant bridegroom wine, which has made great achievements. However, the newly listed Luzhou flavor Langpai Tequ has quickly occupied the market of Luzhou flavor products. In 2010, Langjiu was the only liquor enterprise to obtain two certificates of Maotai flavor representative and concurrently flavor representative of Chinese liquor issued by China Brewing Industry Association, leading the new standard of liquor products and promoting the upgrading of industry quality.
In terms of brand building, Langjiu is actively building a big brand and moving towards a luxury brand. In recent years, Langjiu has fully exploited the advertising resources and brand value of CCTV to help the enterprise grow, and has built a strong brand and achieved leapfrog development by continuously launching CCTV. In particular, it has been named "Spring Festival Gala" of CCTV for three consecutive years, making Langjiu brand and Chinese elements well integrated and popular. In addition, Langjiu also combines with fashion culture in the brand to make the brand young and energetic. For example, in 2010, the 50th Miss International explored Langjiu and launched the theme publicity campaign of "Beauty of Langjiu · World Vision" to build momentum for the brand of Langjiu. |
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1、 Funding objects and amount
Students who participated in the 2012 college entrance examination and received the undergraduate admission notice, and whose families were poor and unable to afford tuition fees, were unable to enter the university (key undergraduate students were given priority under the same conditions). According to the 400000 volunteer products provided by Langjiu Group, the subsidy standard was set at 4000-5000 yuan per person (about 80-100 poor students can be funded). Generally, students who have enjoyed other forms of state or social assistance will no longer be the object of financial assistance (special circumstances can also be included).
2、 Activity form
Langjiu Group provided Langjiu at different levels with a value of 400000 yuan for this activity, and sold it to the public. All the money from the charity sale was used to help poor students, and the buyers had the right to supervise the money.
3、 Activity Steps
This activity starts on July 10 and ends on August 31. The activity is implemented in three stages:
The first stage: the deployment and publicity launch stage (July 13 - July 22).
The second stage: charity sale and purchase (July 23 August 23).
The third stage: the stage of donation (August 24-31). |
