Event Background
From July 31 to September 24, 2020, the Junpin Xijiu · Elegant Banquet national roadshow toured nine cities: Haikou, Nanning, Zhanjiang, Shenzhen, Xiamen, Kunming, Chongqing, Chengdu, and Xining. As the flagship brand experience for Guizhou Xijiu's premium product "Junpin Xijiu," the roadshow aimed to immerse consumers in Xijiu's Junpin culture through an elegant cultural feast, enhancing brand recognition and market influence.
Key Information
Towin Expo provided one-stop services for the roadshow, including national event execution, visual design, overall coordination, and interactive communication. Themed "Elegant Banquet," each stop featured tasting sessions, cultural performances, and interactive experiences. Offline participation reached approximately 1,800 people per stop, with around 50,000 online interactions per event. The Shenzhen stop, held on August 28 at the Shangri-La Hotel, unfolded a "three chapters" narrative through three scroll paintings: "A Thousand Li of Rivers and Mountains," "Along the River During the Qingming Festival," and "Elegant Gathering in the Orchid Pavilion," complemented by the dance "Jiuzhou · Inspiring Drums," a launch ceremony, and a Junpin Xijiu display show, creating a premium cultural atmosphere.
Services Provided
Towin Expo delivered the following professional services for this project:
- National Roadshow Event Execution: Coordinated the on-ground implementation across nine cities, including venue setup, process management, and personnel deployment.
- Visual Design: Created the event key visuals, stage renderings, and display materials to ensure brand consistency.
- Overall Coordination: Managed resources across all segments to ensure smooth event operations.
- Interactive Communication: Designed online interactive segments to amplify event reach.
Industry Insight
In recent years, the sauce-flavor baijiu market has been heating up, with brands increasingly using high-end tasting events to deepen consumer engagement. Junpin Xijiu, centered on "Junpin Culture," leveraged a national roadshow to build its brand IP, seamlessly blending product experience with cultural depth. Such initiatives not only elevate the brand's premium image but also serve as a reference for cultural marketing in the industry.
Summary
The Junpin Xijiu · Elegant Banquet national roadshow successfully conveyed Xijiu's Junpin culture across nine cities, strengthening the emotional bond between the brand and consumers. Towin Expo, with its professional event execution, visual design, and coordination capabilities, provided solid support for the roadshow, helping the brand establish a unique cultural identity in the sauce-flavor baijiu market.
