Moutai has fully upgraded its international new media marketing strategy, so as to find its “position”, to “set scenes”, and to reinforce its “cultural” attributes. Moutai has adjusted its marketing strategy to “More Tasting, More Gaining”. It has also broadened its creative thinking, renewed its marketing approaches, and improved the brand’s performance from multiple aspects such as ideas for dissemination and visual communication. What’s more, Moutai’s international new media homepages have been optimized for deepening the brand’s image and promoting Chinese Baijiu culture.
Moutai has upgraded its ideas for dissemination to resonate with international fans
In early November last year, Moutai broadened its ideas for international new media marketing and released a series of hashtags, including
#MoreInspiration
#MoreArts
#MoreReunion
and #MoreSensation
This series of posts smartly integrated traditional Chinese culture, Moutai’s brand, artisan spirit, and craftsmanship with international fans’ daily lifestyles and positive attitudes towards life, in order to stimulate fans’ imagination and resonance, and strengthen their bond with Moutai.
An example of the creative posts
Post: Keep going and the hope is at your fingertips.
In this post, Moutai showed its fans its courageous attitude towards life and advocated a positive lifestyle. The image of a Moutai product was used as a metaphor for a lofty mountain, implying peak and transcendence. It sent out a message to its fans: you need to keep exploring and keep trying before you can gain more, which gave new meaning to Moutai. Also, Moutai told its fans that “Every step counts”. Every bottle of Moutai produced in Moutai’s development history had required down-to-earth efforts. It is like climbing a peak. Every step counts.
Moutai has upgraded its visual communication by integrating Western art forms into its promotion
With its upgraded international new media marketing strategy, Moutai integrated elements of Western art such as oil painting and ballet into its daily posts, helping fans to understand the cultural connotations and value of Moutai products by comparing Chinese and Western art. Moutai enhanced its international fans’ understanding and recognition of Moutai culture and Chinese culture in ways that conform to their aesthetic preference and habits.
An example of the creative posts
Post: 10,000 hours of intensive practice to achieve mastery of Ballet; 43,800 hours of storage to become China Moutai.
This post drew an analogy between the arduousness of practicing ballet and the complexity and rigorousness of distilling Moutai products. With the beautiful and intense creative visual design, Moutai told its international fans about its artisan spirit and cultural connotations in a subtle manner.
Based on the achievements and experience gained through years of international marketing, Moutai has developed both highly recognized and widely disseminated contents of creative marketing by broadening its marketing ideas and adopting brand-new creative thinking. As it has upgraded its marketing strategy, Moutai will keep enhancing its international status and attract more people from all over the world to get to know Moutai and Chinese culture.
