From April 26 to 28, Lidu Liquor Co., Ltd. held a splendid spring jar sealing ceremony named “Dream True Spring Admiration”. More than 200 guests including dealers, partners and media were invited to the event.

Different from the past experience, this jar sealing ceremony marked the first try of Lidu to bring “immersive” experience out of the winery to the “Palace of Emperor Qin” in the Hengdian World Studio by high-speed rail, where the guests had a chance to experience a cultural journey through time and space from a sacrificial ceremony in the real setting within the studio, a wine king competition among one hundred contestants, and a lecture given by Ji Lianhai, a famous scholar from the CCTV Lecture Room show.

The industry media that attended this event said that Lidu was clearly more skillful in immersive experience in this jar sealing ceremony. By expanding the breadth and depth of immersive experience, it created a new model in this regard. A closer look revealed three major highlights in this ceremony.

The guests were taking the special Guobao Lidu high-speed train to Zhejiang

Highlight 1:

Mobility: Lidu “invited the guests in and took them out”

“Mobility” meant that Lidu held its spring jar sealing ceremony in the winery, the Guobao Lidu high-speed train, and Hengdian instead of confining it in one venue.  

The three settings moved the immersive experience from the Lidu Ancient Town to the Hengdian Ancient Town as naturally as flowing water.

First, Lidu invited the guests to visit its ancient cellar pool that originated from the Yuan Dynasty, allowing the guests to directly feel the culture of “cradle of Chinese distillate spirits”. At the same time, Lidu also exposed the guests to original immersive experience through a series of arrangements including trying vinasse ice-lolly, watching wine art performances, make DIY wine, listening to a Chinese liquor tasting lecture, and attending a green liquor banquet.

Next, Lidu took the guests on the “Lidu Happiness Train” (G2328) and allowed the immersive experience happen on board. The guests found Lidu’s advertisements on the chair towels and the body of this train. They also had the chance to interact with a “Guobao Commander” on board.

The climax of the spring jar sealing ceremony finally came when the guests arrived at Hengdian World Studio. In fact, immersive experience ran through the whole ceremony. Lidu also invited Ji Lianhai, a famous scholar from the CCTV Lecture Room show, to talk about the Chinese liquor history and help the guests better understand the Chinese liquor culture and the historical and cultural value of Lidu.

Ji Lianhai (middle) was invited to serve as the chief ritual moderator at the jar sealing ceremony of Guobao Lidu

Highlight 2:

Openness: Lidu created “an insider-outsider interaction model”

“Openness” meant that Lidu put highlights of the spring jar sealing ceremony in an open environment where there were many tourists. In this open environment, every guest (dealer, partner, or media) was no longer a bystander but a participant that joined the “acting” feast of the ceremony

In the “Palace of Emperor Qin” in Hengdian World Studio, Lidu restored a large-scale spring sacrificial ceremony in which the guests, dressed in the Qin costumes, attended the cellar opening ritual, the sacrificial ceremony, the jar sealing ritual, and the wine king competition with Lidu staff. During the whole process, they had the chance to experience the long history and cultural charm of Lidu.

Inside the setting, the guests had their “dream of being a superstar” come true and deepened their understanding and recognition of Lidu. Outside the setting, tourists stopped to watch the shooting process of the “Micro Film of Lidu’s Spring Jar Sealing Ceremony”, and some of them asked for a photo taken with the guest actors and tried to learn about Lidu.

The insider-outsider interaction secured a high reputation for this ceremony organized by Lidu.

“Openness” was not only a highlight of this event but also the DNA of Lidu because it has always been willing to learn and communicate with both industry insiders and outsiders with an open attitude. For example, it has invited “Seven Major Communities” to visit its facilities lately, an event in which several marketing masters were involved in immersive experience and actively contributed ideas to Lidu.

“Openness” allowed industry insiders and outsiders to experience the long history and profound culture of Lidu while enjoying the charm of immersive experience.

Tang Xiangyang was delivering a speech

Highlight 3:

Lidu’s goal: to be the “No.1 liquor-culture-tourism brand in the China”

As the spring jar sealing ceremony came to an end, “it was not held for its own sake”. Some guest sighed, “From this trip to Hengdian, Lidu officially announced its aspiration and determination to be the No.1 liquor-culture-tourism brand in the China.”

In fact, Tang Xiangyang, general manager of Lidu Liquor Co., Ltd., said early this year that Lidu wanted to be the “No.1 liquor-culture-tourism brand in the China”, that is, to be the No.1 brand that is engaged in culture, tourism and commerce in the Chinese liquor industry.

In the cultural sector, Lidu continues to focus on, explore and disseminate its culture and makes efforts such as building a national key cultural relics protection unit, protecting national industrial heritage, and conserving the Lidu Distillery Workshop of Yuan Dynasty; in the tourism sector, it adds features like intelligent robot reception, self-service supermarket, AI (VR)-assisted restored brewing scene of Yuan Dynasty to its national 5A tourist attraction; in the commercial sector, it is committed to its core products Lidu Gaoliang 1955 and Lidu Gaoliang 1975.

Consolidating at every step and making iteration with every small step, Lidu never abandons a pragmatic attitude. However, its ambition is always evident. Lidu has a plan that it keeps trying to transcend.