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On August 6, the "China Lang·Fujian Bo Bing Cultural Festival" opened in Xiamen. At the opening ceremony, Langjiu presented seven strategic products of China Lang. At the same time, Langjiu announced that from August 6 to September 14, the company will jointly hold the China Lang·Fujian Bo Bing Cultural Festival with Fujian Daily and Strait Herald, prepare prizes such as million-dollar luxury cars, and conduct Bo Bing competitions in nine cities in Fujian Province, including Xiamen, Fuzhou, Putian, Sanming, Quanzhou, Zhangzhou, Longyan, Nanping, and Ningde.

Obviously, this is a big investment by Langjiu on the eve of the Mid-Autumn Festival peak season, and this investment has indeed set off a real wave of Langjiu consumption. The reporter learned from the scene that the rules for participating in the "China Lang·Fujian Bo Bing Cultural Festival" are that consumers can get corresponding tickets by purchasing a corresponding number of products such as Qinghualang. For example, buying 1 Qinghualang can get 5 tickets, 1 Hongyunlang can get 12 tickets, and 6 classic Xiaolangjiu can get 1 ticket.

As for the prizes, there are products under Langjiu, and the biggest prize is a million-class luxury car Mercedes-Benz S400. With the support of Langjiu, this Bo Bing event is very popular, and many cities in Fujian Province have set off a wave of Langjiu consumption. Langjiu said that the overall scale of the preliminary round has exceeded 60,000 people; on the day of the ceremony, the preliminary round of Xiamen Station was launched simultaneously, and nearly 2,000 contestants participated on site.

It is reported that the Bo Bing activity, which originated more than 300 years ago, is the largest folk cultural activity in southern Fujian and even in the whole of Fujian. Since 2005, Fujian Daily and Strait Herald have started to organize the Cross-Strait Mid-Autumn Bo Bing Champion Competition, which attracts up to one million citizens from both sides of the Taiwan Strait to participate every year. It has been listed as one of the key projects of non-governmental exchanges with Taiwan by the Taiwan Affairs Office of the State Council and the External Propaganda Office of the Fujian Provincial Party Committee.

Nandu reporters learned from the scene that the Fujian liquor market is huge, especially the banquet market has a large demand. Langjiu's Honghualang and other brands are very popular in the Fujian banquet market. In recent years, sauce-flavored liquor has been growing strongly in Fujian Province. Public data shows that in 2023, sauce-flavored liquor will account for 60% of the Fujian liquor market share.

It is worth noting that not only in the Fujian market, Langjiu has also been continuously launching marketing activities in the Northwest market recently. In addition to the launch of the "Spiritual Chinese Lang·Langjiu Thousand Merchants Association" in Urumqi and other cities, the company will launch the "Spiritual Chinese Lang Night" concert in Xi'an on August 10. The singing guests include love song queen Sandy Lam, rock pioneer Zheng Jun and others.

Obviously, Langjiu has formed a series of interlocking consumer experience systems, including manor + membership system + festivals. As the Mid-Autumn Festival peak season approaches, Langjiu's marketing activities have been carried out intensively.

Zhang Haixia, trainee reporter at Nandu Wancaishe