Event Background
On August 23, the 2023 brand promotion event for the origin and main production area of Jiangxiang Baijiu, 'Colorful Guizhou Wind · Qianjiu China Tour', was held in Guangzhou, Guangdong. Relevant officials from Guizhou and Guangdong provinces, the China Alcoholic Drinks Association, representatives from local governments, financial institutions, and news media were invited. Heads of 32 key Guizhou baijiu enterprises, along with representatives from Guangdong liquor associations, well-known entrepreneurs, major liquor merchants, and consumers attended the event.
Core Information
The event was co-organized by the Guizhou Baijiu Industry Development Promotion Association and Guizhou Guotai Liquor Group Co., Ltd. It aimed to implement the national strategy of expanding domestic demand and promoting consumption, seize policy opportunities from the new State Council Document No. 2 (2022), and follow the Ministry of Industry and Information Technology's 'Three Products' national campaign for consumer goods. The goal was to promote the Jiangxiang Baijiu origin and main production area, increase the supply of high-quality baijiu products, and boost consumption-driven economic growth.
Thanks to the trust of the organizers, Towin New Idea International Media was honored to fully support the successful execution of the 'Qianjiu China Tour' Guangdong stop, providing services including event planning, visual design, conference management, hotel services, dance performances, and overall coordination. Through close collaboration with the organizers, the event atmosphere was vibrant, and the Guangdong stop was a complete success.
Related Services
In creative planning, Towin deeply explored the theme 'Colorful Guizhou Wind · Qianjiu China Tour', meticulously refining the concept, content, and visuals. The final design centered on the Guiyang-Guangzhou high-speed train 'Guotai Express' as the creative core for the main visual and on-site setup.
Main Visual Design: The Pearl River connects Guizhou and Guangdong. In the main KV design, a ribbon symbolizes the Pearl River, linking the cityscapes of Guizhou and Guangzhou. Guizhou's sorghum, ecological terraces, and Guangzhou's kapok flowers bloom together on the ribbon. The Guiyang-Guangzhou high-speed train 'Guotai Express' travels through mountains to Guangzhou, symbolizing a new level of cooperation between Guizhou and Guangdong.
Countdown Posters:
Outdoor Setup: The 'Qianjiu Enterprise Cluster Exhibition' was designed to resemble the 'Guotai Express' high-speed train, symbolizing the Guiyang-Guangzhou high-speed railway connecting the two provinces. Through the train windows, beautiful scenery flows by, with the aroma of Guizhou liquor and scenic views accompanying the journey, as if the train is moving toward a new chapter of cooperation. The Jiangxiang Baijiu Origin and Main Production Area Culture Exhibition showcased Guizhou's advantages as the origin and main production area from historical, geographical, climatic, brewing techniques, and production capacity perspectives.
At the exhibition, under the guidance of professional sommeliers, Guangzhou consumers could experience Guizhou liquor from four dimensions: color, aroma, taste, and style, tasting different brands and products.
Indoor Stage: The indoor stage featured a curved opening-and-closing screen combined with side screens, along with lighting, holographic projection technology, and stage scenery, creating a grand and stylish stage effect.
On the evening before the promotion conference, Guotai hosted the 'Mountains and Waters Connect, East-West Collaboration, Linking Guizhou and Guangdong—Guotai National Standard Vintage Wine Grand Feast & Guotai·China New Famous Liquor Night', kicking off the 'Qianjiu China Tour (Guangdong Stop)'. During the banquet, the 'Guangdong Sommelier Public Welfare Training Project', co-organized by Guotai Liquor and the Guangdong Liquor Association, was officially launched.
The promotion conference was well-attended, with leaders at all levels delivering important speeches about the close relationship between Guizhou baijiu and the Guangdong market. The 'Fine Liquor, Fine Food, Fine Life—Bay Area Guotai Liquor Consumption Season' event, co-organized by Guotai Liquor Group and Southern Metropolis Daily, was officially launched.
With a professional and efficient work ethic, Towin maintained detailed and close communication with the organizers, conducting multiple site inspections and promptly responding to their needs. The final event was well-paced, clear, smooth, and comfortable, receiving widespread acclaim.
Towin created various dynamic videos for the dance performances, launch ceremonies, and other segments, delivering rich visual effects. The use of sound, light, electricity, holographic projection technology, and opening-and-closing screens achieved a stunning opening with a giant holographic liquor bottle. The dynamic visuals provided sensory stimulation, and as the screen slowly opened, the giant bottle transformed into the shape of a Guotai National Standard liquor bottle, captivating the audience's attention.
Industry Insight
Since its first arrival in Guangdong in 2014, the 'Qianjiu China Tour' has become an important platform for Guizhou baijiu brand promotion. This event, using the 'Guotai Express' high-speed train as a creative vehicle and incorporating modern technologies like holographic projection, vividly showcased the regional advantages and cultural heritage of Guizhou Jiangxiang baijiu. This deep integration of brand storytelling, regional culture, and technological experience offers a replicable model for the baijiu industry.
Summary
Towin New Idea International Media fully supported the 2023 'Qianjiu China Tour' Guangdong stop, providing one-stop services from creative planning and visual design to conference management and execution coordination. Through main visual design, outdoor setup, indoor stage construction, and holographic projection technology, we successfully created an immersive brand experience, helping promote Guizhou Jiangxiang baijiu in the Guangdong market. The event concluded successfully, and Towin looks forward to collaborating with more outstanding brands.