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          您的位置:首頁 > 生活>正文

          國潮新icon“涵養泉”的背后,不止于“涵養”

          時間:2018-09-21 11:32:57    來源:文化中國網    瀏覽次數:    我來說兩句() 字號:TT

            隨著經濟的不斷發展,消費者們對于飲用水市場需求和期待也越來越高。不僅對飲用水品質有著高要求,對產品背后的文化內涵和產品體驗,也有了更多期待。值得一提的是,今年三月涵養泉自上市以來,用一股現代東方涵養長袖善舞,逐漸成為國潮新icon。

            構建文化魅力,定位明確凸顯高品質

            在不久前剛剛結束的紐約時裝周期間,“中國日”第二季活動中,天貓國潮行動聯合全球頂尖潮流買手店Opening Ceremony打造了中國日“天貓國潮廠牌店”,將一系列獨具中國文化基因的品牌定制成潮流跨界單品,入駐其中的品牌有我們熟悉的:老干媽、云南白藥、涵養泉等 6 大品牌。鮮明的中國文化基因,全方位展示了當代中國的文化與生活理念,其中一抹清新國潮綠當屬礦泉水品牌涵養泉分外亮眼。  


            而就在不久前,2018兩會訪談直播間、第十四屆深圳文博會、 2018“中國品牌日”等國際會議活動上,涵養泉作為合作礦泉水全程支持,通過一系列文化活動進行“官方”認證,使涵養泉的高端品質與文化魅力深入人心。  

            文化涵養,國潮icon的核心推動力

            成功的營銷,離不開深入的洞察,中國的年輕消費群體對于東方文化的強烈認同,一方面體現了獨立審美精神的覺醒,更反映出年輕群體追求產品背后的精神價值和文化價值的取向,文化涵養,已然成為icon的核心推動力。

            涵養泉的東方力量表現不俗,別具一格的潮流造型被親切的稱為“小綠瓶”,成功俘虜一眾國際潮人的心,引發了到場的國際潮人們的圍觀拍照,并紛紛曬照到Instagram、Facebook等外國社交媒體,涵養泉閃亮登場紐約時裝周并掀起國潮新品海外爆紅浪潮。

            

            年輕化不僅是外在形式的年輕態,東方文化也正以不同形態的蓬勃生機吸引更多年輕人追捧。涵養泉所傳達的中國文化元素,成功擊中年輕消費者的敏感神經,打破大眾對礦泉水的刻板印象,塑造一瓶礦泉水的潮流態度和文化,成為炙手可熱的國潮icon。

            出自東方底蘊的名山,歷經地底巖層數十年溶濾,更擁有著非同一般的東方文化底蘊。擁有神秘東方力量的涵養泉還會帶給我們什么樣的驚喜呢?讓我們拭目以待。


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