Corporate Culture of Guizhou Sake Group Co., Ltd.

The advertising slogan "Drink a glass of sake and make friends", with its concise and catchy language features, has become a successful model of China liquor industry, and gradually imitated by China liquor industry, becoming the pride of sake people. However, it is not accidental that this kind of advertising creativity full of simplicity, goodwill and calling for friendship has a certain historical origin of national culture and regional characteristics.

Guizhou Green Winery is located on the banks of Wuyang River, a national scenic spot, where ethnic minorities such as Dong and Miao gather. There is a profound brewing history here, which can be traced back to more than 600 years ago. Due to the influence of geography and transportation, the purpose of ethnic minorities' brewing is to be self-sufficient and entertain guests. Because it is not for the purpose of trading, the output has not been large for a long time. Because there is no obstacle to interests, making friends …

Some people say that the rise of highland barley wine is not only due to excellent product quality, novel marketing methods and popular advertising language, but also because the word "green" of highland barley wine has great mystery: "green" symbolizes a kind of vitality and vitality, which implies a subconscious inner desire of human beings. Including Qingxi Town, a factory site, and Qinglong Cave, a national key cultural relics protection unit renowned in Southeast Asia. At the same time, some experts wrote that the key to the rapid development of green wine lies in mastering the sharp weapon of brand culture marketing.

For thousands of years, whether in China or abroad, wine has been the medium and carrier for people to exchange their feelings and place their feelings. Wine is not only a material commodity, but also an emotional commodity. For China people, drinking is not only for health and sacrifice, but also for communication.

Before entering the market with a brand-new attitude, the nine Qing people were keenly aware that China was a country of etiquette, and the communication culture of China people was the culture of friends. From the Spring and Autumn Period when Confucius said "It's a great pleasure to have friends coming from afar" to the modern common people's popularity of "relying on parents at home and friends when going out", "having friends in many ways" and "doing everything for friends", China's communication culture centered on friend culture has been popular for thousands of years. Whether meeting for the first time or being an old friend, most people who drink will be friends at cocktail parties, and even those who don't drink will use tea instead of wine to show their understanding.

Qingjiu grasps the communication culture of China people and the consumption habit of "making friends at cocktail parties", positioning it as "friends' wine", taking the cultural image of China friends as the breakthrough point of market positioning, excavating its own brand cultural appeal from the wine culture of "making friends at cocktail parties" accumulated in consumers' hearts, and expressing people's desire and desire to make friends by drinking wine with the colloquial appeal of "drinking a glass of Qingjiu and making friends" which is easy to understand, extremely melodious and catchy. With the perfect combination of humanity and individuality, the soul of the product was sublimated, and the social function of liquor was brought into full play in the form of art, which found a huge market space for the survival and expansion of the brand and laid the foundation for the rise and popularization of Qingjiu.

In China, as long as you are familiar with the slogan of green wine, as long as you entertain friends and drink green wine, almost everyone will be willing to be the voluntary advertising media of green wine. "Have a glass of sake and make friends" has not only become one of the most popular advertising slogans in China, but also been included in the marketing teaching materials of colleges and universities, which has also formed a unique phenomenon of sake advertising slogan: as long as you search online, you will find that many netizens have written this advertising slogan into their diaries and blogs, and integrated this sentence into their own feelings, whether lonely or frustrated, whether in entertainment or friends gathering. Whether it is a teenager who just walked out of the hut, a weather-beaten man, or even a woman who is weak and unpretentious whether she drinks or not, this sentence will always echo in their hearts: "Have a glass of green wine and make friends." Green wine has entered the hearts of millions of consumers, becoming their own emotional experience and the endorsement of their mood.

Green wine is not just wine, it is a philosophy, a culture, and the inheritance and expression of China's exchange culture and friends' feelings for thousands of years! Green wine is the endorsement of friends, and green wine warms many people's hearts!