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2Background项目背景In2019,basedoncategoryinsights,weidentified“Celebration&Gifting”asapotentialspacetofurtherdrivegrowthofthebrand.Jobtobedone项目目标3-Get(Who)：GiftBuyers&ReceiversinST&Cmoments,whobelievesthatalcoholicbeverageshelptoenhancetheirST&Cmoments.-Todo(WHAT)：Choose1664insteadofotherwine&spiritsasgiftandsharewithallbecauseit'sapremium&tastefulchoiceforgathering.-By(HOW)：Launchingthe1664gifting,communicatingthat1664isthenaturalchoiceforgiftingandpersonalgatherings,withrelativelypremiumimagethatrepresentstheirgreattasteandlifestyle;alsoofferingtheattractivepackfortheirpurchase.Ultimatelyincreasingthementalandphysicalavailabilityof1664forgiftingoccasionandST&Cmoments.4TargetAudience目标群体-Male&female,aged25-45,highdisposableincomelevels-Wine&spiritsuser-1664'sFans51664，it'sapremium&tastefulchoiceforgathering.6在中国，参加聚会所携带的礼物有个专有名词，InChina,wehaveaspecialwordforgiftsbringingtoparties:“伴手礼”叫伴手礼72000年前，青年聚会文化没有兴起，聚会主要以家庭为单位，家庭聚会通常以重大节日为节点，频次低，因此每次聚会也格外隆重，准备的伴手礼以“贵重”为体面的标准Before2000,youthpartyculturedidnotriseandpeoplemainlygottogetheronmajorfestivalswithfamilymembersinlowfrequency.Therefore,gatheringsbecamemoreceremoniousanddecentgiftsthatpeoplepresentwereofhighervalues.贵就对了！Expensiveistheprinciple!9从1999年开始，中国大学进行大规模扩招。2003年开始，这些大学毕业生大多数选择留守一二线城市。他们选择自己租房独居或者与同伴分租，大批的大学毕业生除了推动租房市场外，也催生了青年“串门”文化。聚会从家庭为单位变成以个人为单位，且频次变高，伴手礼从“贵重”演变为“实用”：金莎巧克力、蓝罐曲奇、雀巢咖啡22%21%25%34%36%37%40%36%34%56%59%59%63%62%61%57%57%0%10%20%30%40%50%60%70%19901991199219931994199519961997199819992000200120022003200420052006全国（1990-2006）历年参加高考录取率Since1999,Chineseuniversitieshaveexpandedenrollmentonalargescale.Since2003,mostofthesegraduateshavestayedinfirst-tierandsecond-tiercities.Theychoosetolivealoneorlivewithapartnertosplittherent.Inadditiontodrivingtherentalmarket,alargenumberofgraduateshavealsofosteredacultureofyouthdrop-ins.Thegatheringswithfamilymembersturntoonesbyindividuals,andthefrequencyincreases.Thegiftsturntopracticalonesfromexpensiveones,includingTresorDoreChocolate,KjeldsensCookiesandNescafeTheAcceptanceRateofNatioalCollegeEntranceExamination（1990-2006）10实用至上Practicalistheprinciple11而这两三年来，随着消费升级，及大量KOL、网红鼓励的“精致生活”，青年聚会频次更高、范围更大，从彼此家中扩展到去精致民宿的homeparty，伴手礼也从“实用”转为“品味”：鲜花、水果礼盒、网红香槟酒、网红起泡酒Inthepasttwoorthreeyears,withtheupgradingofconsumptionandthe“exquisitelife”encouragedbyalargenumberofinfluencers,partiesforyoungpeoplehavebecomemorefrequentandbroaderinscope,extendingfrompartiesathometohomepartiesatexquisitebnb.Thegiftsturntotastefulonesfrompracticalones,includingflowers,fruitgiftboxes,popularchampagneandsparklingwine12当聚会频次变高价格成为TA购买伴手礼的考虑因素之一如何花少点钱买到有品位的礼物是TA购买伴手礼的标准￥689￥350Whenpartiesbecomemorefrequent,pricebecomesoneoftheconsiderationsforgiftspurchase.Howtobuysmartbecomesthegoldenprinciple.13聚会送伴手礼，是彰显自己品味的“舞台”送出伴手礼的那一瞬间，希望你一眼读懂“我的品味”我的伴手礼看不出来价格，但一定要能看出价值Presentinggiftsinpartiesisa“stage”torevealyourtaste.Giftingisanartandashowcaseofyourpersonalstyle.Peoplewillreadyourtastebythegiftsyougive.Theycan'ttelltheexactprice,buttheycanperceivetheirtruevalue.14在TA的聚会场景中1664处于什么样的角色？聚会道具Partyprops价格门槛较低Cost-effectiveness体现品位？Reflectionofpersonaltaste?？Whatroleshould1664playinourTA'ssocialgatherings?15如何加持1664成为有品位的伴手礼是让1664在伴手礼市场中成为TA优选的制胜因素Howtopresent1664asatastefulgiftisthekeytomake1664apreferredchoiceinthegiftmarket16结合1664的品牌价值TASTETHEFRENCHWAYOFLIFE‘INSPIREDBYGOODTASTE’尽享法式风情法国文化精致生活法式优雅FrenchcultureDelicatelifestyleFrenchwayofelegance17传播策略通过放大和加持凯旋1664的法式生活品位，并增加产品价值感，让消费者认知凯旋1664可以作为展现个人品味的最佳伴手礼HighlightingtheFrenchlifestyleof1664andamplifyingproductvalueLettheconsumersgeneratetheimpressionthat1664istheperfect伴手礼toreflecttheirpersonaltaste.CommunicationStrategy1818如何可以快速地放大和加持凯旋1664的法式生活品位并增加产品价值感？HowtohighlighttheFrenchlifestyleof1664quickly,andamplifythevaluebehind?19来看几个优秀的案例乐堡2018年为了迅速推广NEWVI，与同样有“音乐基因”、陈冠希主理的潮牌CLOT跨界合作，把NEWVI融入到潮牌设计中，令NEWVI迅速被年轻人所认知及追捧。In2018,inordertopromoteNewVIrapidly,TuborgcooperatedwithCLOT,afashionbrandwithmusicgenemanagedbyEdisonChen.ThecrossoverhasintegratedTuborg’snewVIwithCLOTappareldesign.TuborgNewVIwasthenquicklywentviralamongtheyoungpeople来看几个优秀的案例20MAC为了继续强化“年轻、好玩”的品牌形象，与时下最受年轻人欢迎的游戏IP王者荣耀跨界，推出联名限量口红，俘虏大批游戏女玩家，同时也突显了“年轻、好玩”的品牌形象。Tocontinuetostrengthenthebrandimageof“youngandfun”,MAClaunchedlimitedlipstickswiththeGloryofKings,themostpopulargameIPinChina.Thecollaborationnotonlycapturedalargenumberoffemalegamers,butalsohighlighteditsbrandimageofyoungandfun21来看几个优秀的案例李宁为了突显“国潮”的身份，勾起年轻人对“国货”的自豪感，与最具中国特色的超级文化IP“人民日报”跨界推出联名卫衣，再次吸引了年轻人对李宁是“国潮”领军人的认可和好感。Tohighlightitsidentityasanationalfashionbrandandarouseyoungpeople'sprideinChineseproducts,LiNingcollaboratedwithPeople'sDaily,asupercultureIPwiththemostChinesecharacteristics,tolaunchedacollaborationhoodie,andonceagainattractedyoungpeople'srecognitionandgoodimpressionofLiNingasaleaderamongnationalfashionbrands.123为加持1664的法式生活品味，此IP要源自法国，但同时具有中国国民知名度；一眼能看到的品味，无需再教育TA稀缺性，并没有在中国市场有过多的品牌商业合作跨界对应目标的精准的大IP，是最快速可以获得消费者对品牌关注的手段，而要放大和加持凯旋1664的法式生活品位，并增加产品价值感。这个IP需要达到以下标准：Cross-overaimspreciselyatthesuperIPsfromwhichabrandcangeneratetheattentionofconsumersintheshortes