Scene Reconstruction · Effective Growth Weibo's Zhang Peng: Breaking the Four Dimensions to Create a New Paradigm for Comprehensive Marketing in the Liquor Industry

On March 26, the 2026 China Alcohol Industry New Consumption and New Scene Trend Release Forum was successfully held during the 114th Sugar and Wine Fair in Chengdu. As an important part of this forum, Zhang Peng, Director of the Weibo Baijiu Industry Division, delivered a keynote speech titled "Scene Reconstruction · Effective Growth - 2026 Weibo Baijiu All-Domain Marketing New Paradigm," providing an in-depth interpretation of the differentiated value of the Weibo platform. He proposed a breakthrough approach through four major scenes: celebrities, festivals, hot topics, and sports, offering a comprehensive growth path for baijiu brands to achieve a transition from "being seen" to "being chosen" in the new consumption era. In his presentation, Zhang Peng pointed out that Weibo, as a core public opinion arena in China, possesses unique advantages such as an authoritative media and government account matrix, aggregation of users across all age groups, a well-developed celebrity and sports ecosystem, and rich vertical content. It serves as a core platform for baijiu brands to convey value, ignite topics, and reach young audiences. The platform not only reflects the true image of mainstream social concerns but also helps brands shape a public role, driving brand building and value upgrading through hot topic marketing. In response to the new consumption and new scene transformation trends in the baijiu industry, Weibo has formed an all-domain marketing system tailored for baijiu brands based on its platform ecology and marketing capabilities. It focuses on three core areas: content integration, audience expansion, and tool integration, accurately addressing diverse demands such as new product launches, event marketing, endorsement announcements, and e-commerce conversions. Regarding specific implementation scenarios, Zhang Peng proposed four core breakthrough directions: The celebrity scene leverages a vast array of celebrities, Olympic champions, and esports players to help brands quickly amplify their voice, strengthen recognition, and drive conversions, covering the entire chain from endorsement announcements to light collaborations and product promotions; The festival scene delves into traditional major nodes like the Spring Festival and Mid-Autumn Festival, as well as unique nodes like Qixi and seasonal festivals, aggregating holiday traffic and binding core consumption scenarios such as banquets, gifting, and reunions; The hot topic scene utilizes platform-level IPs like Weibo Night and Super Influencer Festival, along with offline events, to create a brand "presence," achieving emotional resonance and trust building; The sports scene employs a "person - match - venue" communication model, leveraging top-tier events and sports stars to integrate sports spirit with brand value, broadening the boundaries of young and high-end scenarios. The presentation mentioned that Weibo has already assisted leading liquor companies such as Moutai, Wuliangye, and Luzhou Laojiao in achieving diverse marketing breakthroughs, from cross-industry collaborations and event partnerships to celebrity endorsements and holiday customization, all forming replicable effective cases. In the context of new consumption trends, Weibo will continue to use hot topics as an engine and scenes as a lever, deepening cooperation with the baijiu industry, helping liquor companies connect brand communication to user mindset throughout the entire chain, seizing consumer choices in a competitive landscape, and promoting marketing innovation and high-quality growth in China's baijiu industry [If you have news tips, please feel free to report to us. A reward will be given for accepted tips. Report via WeChat: ihxdsb, QQ: 3386405712]