How did Maopu Herbal Liquor capture the hearts of young people by customizing short dramas and become an internet sensation?

Drink healthy wine and drink wine healthily.

Written by | Cen Cu

This customized short drama about a man becoming a rich second - generation by "mentoring" his father in reverse has become a hit

On the talk - show stage, Hao Nan, an urban young man, is complaining about his colleagues and boss.

As it turns out, his colleagues are sitting right in the audience. As a result, he gets beaten up, loses his job, and his side business also goes under. Hao Nan blames his bad luck on his father, Hao Qingsong, who runs a small restaurant and often says, "A toast makes everything seem trivial." There is a deep rift between the father and son.

One day, while drowning his sorrows in wine, Hao Nan accidentally travels back to the 1990s. After that, by "mentoring" his father across time, he finally becomes a rich second - generation. However, he later finds that he is not happy. Only after going through setbacks does he realize that every kind of life has its own troubles, and there is never absolute and perfect happiness.

Recently, the customized short drama for Maopu Herbal Wine, "I Hope My Father to Be a Success in the 1990s", has been launched on Maopu's official Douyin, video accounts, as well as Tencent Video, Hongguo platform, etc., and has been well - received by many people. The scene where the father and son reconcile and then raise their glasses to chat freely, pouring out their pent - up feelings, has touched countless young people who have had similar experiences.

Wang Yue, a 90s - born migrant worker in Beijing, keeps recalling the long talks he had with his father at home while watching the drama. At that time, he was unemployed. After ten years of work, he finally got a break. So he left the big city temporarily and went back to his hometown in Shandong to sell breakfast with his father. After a busy day, the father and son sat under the lamp, each with a small wine cup. They poured some wine and had a heart - to - heart talk over the leftover stew and steamed buns from the day's sales. He remembers that it was the first time he had talked with his father for three hours since he became an adult.

Wang Yue said that his father gets up at 3 o'clock every morning without fail. By selling breakfast, he supported Wang Yue through college. From his father, he also saw the "resilience" in an ordinary life like Hao Qingsong's in the drama. "My father said that although life is not easy, it's not that difficult either," Wang Yue said. Occasionally having a small drink gives oneself a chance to catch one's breath and then continue on the journey.

With the company of small glasses of wine, the hardships of life are gradually smoothed out.

The plot of this drama has deeply struck a chord with contemporary workers and sparked a lot of discussions on social platforms. Some netizens have also participated in relevant topics such as "Maopu: A toast makes everything seem trivial" and shared their "relaxing moments" of having a small drink with family and friends.

Some netizens shared the scene of sitting at the adults' table for the first time after becoming an adult and taking a small sip of the white wine in front of them. The spicy taste was the taste of growing up. Some other netizens shared the warm moments of having a small drink with friends, complaining about work to each other and then setting off full of energy after sobering up...

Occasionally having a small drink to relieve stress and face life and work in a light - hearted state has become an increasingly popular lifestyle among contemporary urban workers.

Maopu ties up with short dramas, opening up new ideas for content marketing

"I Hope My Father to Be a Success in the 1990s" is Maopu Herbal Wine's first customized short drama and also the first light - hearted comedy about herbal white wine. The popularity of the short drama has also promoted the brand's popularity, becoming a new attempt at brand content marketing.

In the traditional content marketing model, brands usually dig deep into the brand's cultural connotations and tell brand stories. Maopu Herbal Wine not only continues the conventional content marketing actions but also combines the short - drama form, which has become extremely popular in recent years, and skillfully integrates the product and brand concept into it. This strategy adheres to the traditional marketing ideas and also makes remarkable explorations and attempts on this basis.

As we all know, short dramas have become extremely popular in the past two years. With short single - episode durations, fast - paced plots, great plot twists and turns, and many reversals, this kind of plot mode presents viewers with different thrills, emotional moments, and laughter compared to long dramas. Watching short dramas has become one of the new entertainment ways for young people to relieve stress and seek emotional value.

Maopu Herbal Wine's customized short drama incorporates multiple popular elements of short dramas, such as time travel, "mentoring" one's father, rising to the peak of life through a counter - attack, and father - son reconciliation, providing viewers with a lot of emotional value such as thrills and emotional moments.

More importantly, the product of Maopu Herbal Wine is implanted just right. The main setting of the whole drama is in Hao Qingsong's "Hao's Big Restaurant". In this small restaurant, Hao Qingsong has a small drink in the evening, the father and son raise their glasses to have a heart - to - heart talk, and friends gather together. These warm and touching life scenes are also the consumption scenarios of Maopu Herbal Wine.

In addition, the key medium for the male protagonist Hao Nan to travel back to the past is Maopu Herbal Wine. This prop is not obtrusive and also leaves a deep impression on the audience. The drama repeatedly mentions five herbs such as wolfberry and kudzu root to strengthen the memory of the formula of the herbal wine. The product features of Maopu Herbal Wine, such as a more relaxed sobering - up process and a more comfortable physical feeling, are humorously and naturally told through the lines of Cuihua in the drama.

Viewers who have watched the drama notice that there is a calligraphy and painting saying "A toast makes everything seem trivial" hanging on the wall of Hao Qingsong's restaurant. The camera cuts to this calligraphy and painting several times in different plots. For example, when the male protagonist Hao Nan travels back to the past and successfully becomes a rich second - generation and reaches the peak of his life, because his father is taken away by the police, he starts to think about the meaning of life. His father warns him, "Be more relaxed and you will be happier." He begins to gradually understand the wisdom of life in "A toast makes everything seem trivial". "Life is not about avoiding burdens but finding one's own lightness within the burdens."

When he finally recognizes the true meaning of life and returns to reality, he sits around with his father, raises their glasses and drinks freely. His father also reminds him, "Drink just the right amount of wine. Drinking less is for health, and also leave some aftertaste for tomorrow."

Just as the Maopu brand has always advocated and pursued the concept of "Drink healthy wine and drink wine healthily", no matter what kind of wine it is, only by drinking in moderation can one gain a healthy and relaxing experience.

Drink less for health, Maopu hits the new trend of young people's drinking

In recent years, the white - wine market has shown new vitality, and more and more white - wine brands have begun to focus on the young consumer group. And the "white - wine gene" of young people has gradually awakened. White wine and young people are definitely a two - way attraction.

In the past, white wine mostly appeared at business dinners and on the adults' table during family gatherings. Wine was not only an "atmosphere item" at the dinner table but also a kind of "rite of passage" when you grew up and sat at the adults' table.

However, with the growth of the post - Z generation, "wine" has been consumed in new ways, and "wine culture" has also been reinterpreted. The "Post - Wave Research Institute" once conducted a "Report on Young People's Drinking". The survey data shows that 31.8% of young people are willing to drink white wine, indicating an obvious trend of white wine becoming more popular among young people. Young people's acceptance of white wine is also getting higher and higher.

Source: Post - Wave Research Institute

Mixing white wine with tea, Sprite, or Wangzai milk. In short, white wine can be mixed with everything. Everything can be a "drinking partner". In the past one or two years, various tea - drink brands have jointly launched various uniquely - flavored drinks with white - wine brands, which also confirms from the side that young people have come up with new ways to drink white wine.

Young people's acceptance of different tastes of white wine is also gradually increasing. Maopu Herbal Wine has also made innovative adjustments to "wine". Currently, Maopu Herbal Wine on the market combines the essences of five herbs: tartary buckwheat, kudzu root, wolfberry, acerola cherry fruit, and mulberry leaf, creating a herbal white wine with a unique taste. Moreover, the herbal components such as tartary buckwheat flavone and puerarin in the unique formula can help improve the body's metabolism speed of alcohol. So for those who have tasted it, the sobering - up process is more relaxed, the physical feeling is more comfortable, and drinking is more enjoyable.

In addition, Maopu Herbal Wine is brewed using the pure - grain solid - state process. It combines the original wines of three major fragrance types: light, strong, and sauce, and is aged in ceramic jars for at least five years for each drop. Maopu Herbal Wine has also obtained five core patents, which strengthen the product features of a more relaxed sobering - up process and a more comfortable physical feeling.

Young people's understanding of drinking is also gradually changing. The data from the "Report on Young People's Drinking" by the Post - Wave Research Institute also shows that more than 70% of young people prefer to drink at home rather than in bars or nightclubs. At the same time, more than 70% of young people choose to have a small drink with friends to share happiness, complain about work, and support each other. Half of them choose to have a small drink alone.

More than 50% of young people like to drink when they are happy and relaxed. In short, drinking is no longer just a way to relieve distress but an "icing on the cake" in life. Drinking is no longer just the clinking of glasses in social situations but a relaxing moment to enliven the atmosphere when we are with family and friends.