"Good wine and coffee, one cup after another, half sober and half drunk~" Since the soy sauce latte jointly launched by Guizhou Moutai and Ruixing Coffee captured the taste buds of young people, on March 29, Ruixing Coffee will build an offline theme store of "Four Seasons", unlocking the new drinking scene defined by "good wine+coffee".

On the same day, the "Four Seasons and Eight Festivals" theme store will be opened on the first floor of Shenzhen Jiahui New City. Here, your Maotai flavor latte is not only delicious and good, but also better looking.

In recent years, from the new Chinese style tea to the new Chinese style pubs, more and more new lifestyles that go deep into the city texture, follow the trend of the times, and feel the Chinese style romance have taken the initiative to enter the young people. While the scene marketing with the concept of "new Chinese style" has constantly aroused the public's curiosity, the cultural context that flows in time has also grown new shoots.

"Four Seasons and Eight Seasons" Unlock the new scene of "wine+coffee"

In the time of recovery of all things, the search volume of hot words such as "flower appreciation" and "hiking" is increasing, and the "spring economy" brought by the spring scenery is rising. The pursuit of atmosphere has gradually become a popular consumption mode in the consumer market. The blessing of the bright spring scenery at present has unlocked a new consumption scene of Maotai flavor latte.

It is understood that the "Four Seasons and Eight Festivals" theme store is the first Chinese style national style offline experience store built by Ruixing Coffee. It visualizes the beauty of "Four Seasons" in spring, summer, autumn and winter with the charm of "Eight Festivals" in spring, spring equinox, summer solstice, autumn equinox, winter and winter solstice, and builds an immersive experience scene in a visual and perceptible way.

According to the on-site layout map disclosed by Ruixing, the "four seasons" - spring, summer, autumn and winter, correspond to the texture paper cloud modeling on the top of the store decoration, and the atmosphere of warm spring, fragrant lotus, mature autumn fruits and blooming winter plum; The "eight festivals" - the beginning of spring, the spring equinox, the beginning of summer, the summer solstice, the beginning of autumn, the autumn equinox, the beginning of winter, and the winter solstice correspond to the eight rhythmic rhythms in the screen, such as "when the moon is full at the [autumn equinox], you should drink soy sauce and welcome the golden years together", as well as the seasonal beauty depicted by lanterns hanging on the four seasonal landscapes, such as summer lotus, maple leaf, and winter plum.

When the consumption of Maotai flavor latte has exceeded 25 million, the "Four Seasons and Eight Seasons" theme store has attracted not only loyal fans, but also national style fans. In the visible Chinese romance, the fragrance of "New Chinese Coffee" is hard to dislike. You can drink it beautifully or taste the mellow flavor of soy sauce.

"+Moutai" experience marketing Expand young circles

Entering the door, you can feel the blooming of spring flowers, the elegance of summer lotus, the gentleness of maple leaves, and the tenacity of winter plums. You can take advantage of the great consumption enthusiasm of "spring economy" with immersive experience, create a culture and new experience closer to the circle of young users, and unlock N new ways of playing "+Moutai" with the help of the favorite clocking method of young people.

The pursuit of cultural embodiment. The four seasons symbolize natural circulation, and the eight festivals mean changing from time to time, leaving endless images in the long river of Chinese culture. The establishment of the "Four Seasons and Eight Festivals" theme store enables the workers who must have the "Morning C and Evening A" set in weekdays to "mix" the four seasons beauty and "mix" the eight stanzas rhythm this time, which is a perfect embodiment of Ruixing's integration of traditional culture into brand services.

Innovation of consumption space. Compared with the common Maotai drinking scenes gathered by many friends such as dinner tables and banquets, Maotai experience is more diverse and convenient with products such as soy sauce flavored lattes. The "Four Seasons and Eight Festivals" theme store opened three days later combines the interaction and appreciation of spring flowers, summer lotus, autumn leaves and winter snow, from "vision, hearing, smell, taste and touch" The traditional five senses are transformed into the new five senses of "relaxation, originality, existence, social interaction and atmosphere", creating new consumption space and improving consumption experience.

The deepening of youth trend. Today, the people of Generation Z who are willing to share and focus on instant experience have gradually become the main force of consumption. The popularity of new labels such as national fashion, entertainment and new Chinese style has created a "two-way rush" between young people and traditional culture. The opening of the "Four Seasons" theme store also conforms to the trend that young people are willing to pay for fun and fun, and promotes the Maotai Latte to further expand the circle of young users.

On March 29, "Four Seasons and Eight Seasons" is a good thing!

Source: Maotai Shiji

Edit Zhan Zemei

Second instance He Shihan

Third instance: Li Xun