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the evolution of "wine + music":from free tickets with purchase of liquor to title sponsorship, liquor companies have shown multiple ways to play in the concert economy. for example, jinshiyuan title sponsors jolin tsai's changzhou concert, giving fans a "double" benefit by giving away a 890-yuan grandstand ticket when buying two boxes of 52-proof guoyuan liquor; yanghe, as the title sponsor of andy lau's full tour, has launched a free ticket campaign for the concerts in eight cities.

new opportunities brought by the concert economy:the integration of "wine + music" not only increases brand exposure and popularity, but also brings new sales growth points to liquor companies. with the rise of young consumer groups, their demand for liquor is gradually increasing. concerts, as a cultural scene, can better integrate liquor into their lives and trigger new explorations of liquor.

go beyond tradition and move towards new markets:in recent years, liquor companies have begun to use concert economy to sink to third- and fourth-tier cities to find new growth points. by cooperating with concerts, they promote liquor to more young consumers, broaden the consumer group, and promote brand upgrades. daolang's offline tour concert is such an example.

future development direction:the integration of "wine + music" will become an important trend in the liquor market. however, how to break through bottlenecks and break through competition will be the key issue facing liquor companies in the future. first, it is necessary to establish a brand image among young consumer groups and break the inherent impression of liquor; second, it is necessary to target the original main consumer groups, use cultural scenes to awaken their consumption power, and promote the recovery and growth of the liquor market.