Text: Drunken Beauty Team
In 2023, Fenjiu's brand will be upgraded non-stop.
Fenjiu has been exposed in programs and activities in many fields such as culture, military and finance, which has greatly enriched the brand connotation, expanded the influence of different circles, and promoted Fenjiu's revenue to exceed that of the whole year of 2022 in just three quarters.
Through these actions, we can see more clearly the brand strategy of Fenjiu, and we can also see the competitiveness of famous liquor in another dimension.
With culture as the main line, expand the national influence at multiple levels
From the beginning of 2023 to the end of the year, Fenjiu has a major event.
At the beginning of the Year of the Rabbit, Fenjiu will generously title Beijing Satellite TV's 2023 Spring Festival Gala of the Year of the Rabbit. At this high-profile party, Fenjiu conveyed a strong historical heritage with a majestic song "Apricot Blossom Spring Shadow", which gave the audience a more intuitive and clear understanding of Fenjiu's brand history, which also made Fenjiu a more "cultural" New Year's wine.
While bringing the influence of Fenjiu to the whole country at the Spring Festival Gala, the second season of CCTV's cultural masterpiece "China in the Classics", which was exclusively presented by Qinghua Fenjiu, is also on the air. The writing process, core ideas and shining stories in circulation of classics such as "Yongle Canon", "Book of Han", "Book of Rites" and "Book of Songs" complement each other with the Fenjiu that has been passed down for thousands of years, becoming a beautiful cultural landscape.
Source: General Manager's Office of China Central Radio and Television
Fenjiu not only pays attention to and promotes traditional culture, but also pays attention to new culture.
Fenjiu is keenly aware that in the new era of the rise of great powers and the strengthening of the army, more and more groups have a strong interest in the content of military elements, and exclusively named the original military talk show "Phoenix Military Aircraft Department". This original military talk show with a relaxed style and a large audience of the post-90s and 00s has allowed Fenjiu to further break through the young crowd.
In addition, Fenjiu also insists on standing with the new ideas of the new era.
Fenjiu and Phoenix.com jointly organized the 2023 Phoenix.com Finance Annual Conference on "Crossing the Cycle and Boosting Confidence", and discussed with many political, business and academic leaders how to focus on deepening reforms, and comprehensively looking forward to and analyzing the global hot topics in 2024.
In this ideological event, Yu Hongjun, former Vice Minister of the International Liaison Department of the CPC Central Committee and invited expert of the Sino-Foreign People-to-People Exchange Research Base of Peking University, Xu Bu, Chairman of the Institute for Global Development and Security of Jiangsu University and member of the High-level Advisory Committee of the Secretary-General of the United Nations, Zhu Haibin, Chief Economist of J.P. Morgan China and Head of Economic Research for Greater China, Wei Shangjin, Academic Visiting Professor of Fanhai International School of Finance, Fudan University and Tenured Chair Professor of United States Colombia University, Liu Yuanchun, President of Shanghai University of Finance and Economics, and more than 20 top guests from the political, business and academic circles gathered to take the pulse of global trends and offer suggestions for the development of the times.
In this event, Fenjiu was in the same frame with many political, business and academic leaders, and also attracted many high-net-worth elites with family and country feelings, which fully reflected the pioneer spirit of Fenjiu, as an important representative of China's famous liquor, to keep up with the times and have the courage to face and take responsibility.
Through this series of actions, we can see a multi-dimensional Fenjiu: a Fenjiu that starts from traditional culture, resonates with the "New Year Culture", and has a pyrotechnic atmosphere; A Fenjiu that has come from a long history, and continues to carry forward the traditional culture and create a living culture in the new era; A Fenjiu who is keenly aware of market changes and is willing to enter young people; A Fenjiu that always cares about social changes, is willing to devote itself to the torrent of the times, constantly improves cognition, and continues to change.
The performance far exceeded last year, which is only the fruit of Fenjiu this year. It took a whole year to dig deep and activate traditional culture, continue to enrich the brand connotation, and enhance the brand value, which is the reason.
All of this is determined by the cultural foundation of Fenjiu.
"Living culture" is more vivid in the new era
The history of Fenjiu can be traced back to the cultural relics of the Yangshao culture period 6,000 years ago. This cultural relic found in the archaeology of the Xinghua Village site is even earlier than the Nian culture and many of the classics mentioned above.
More importantly, Fenjiu is still constantly updated and more vivid in the course of historical evolution.
We can feel Fenjiu through Du Mu's "By asking where the restaurant is, the shepherd boy refers to Xinghua Village", and we can also see the changes of Fenjiu in the new era in Guo Moruo's "Wine is like a spring in Xinghua Village, and there is no day since liberation".
While constantly enriching itself, Fenjiu also promotes its brand to become more unique and charming.
In the "2023 Hurun China's Most Historical and Cultural Brand List" released at the end of last year, Fenjiu was once again on the list, ranking 10th on the list and 3rd among liquor brands.
Standing on top of these profound cultural heritage, Fenjiu's "Apricot Blossom Spring Shadow" on Beijing TV's Spring Festival Gala is more deeply rooted in the hearts of the people. When people see the stories in the classics, they will also unconsciously want to drink some Fenjiu and integrate with the ancient and living culture.
But Fenjiu never rests on its laurels, it pays attention to military programs and enters young people; Pay attention to the development of China's economy and make your voice heard on high-end financial platforms; All of them reflect the courage of Fenjiu to integrate into the new era, to take on the responsibility of famous liquor, and to constantly innovate itself.
All this is the victory of Fenjiu's strategy. Yuan Qingmao, Secretary of the Party Committee and Chairman of Fenjiu, said that Fenjiu takes enhancing potential energy as the first goal and revenue as the second goal.
Put revenue in the second place, take the improvement of internal potential energy as the core, promote Fenjiu to always stand on the cultural highland in 2023, promote the dual upgrading of brand connotation and corporate strategy, and successfully complete the phased goal of seeking progress while maintaining stability.
In the upcoming Spring Festival of the Year of the Dragon in 2024, Fenjiu will continue to name the Beijing Spring Festival Gala, provide more exciting programs for the audience, and at the same time, continue to accumulate cultural brand potential energy and establish a more high-end and unique brand image.
It is foreseeable that with the continuous marketing support of the Spring Festival, the "New Year's wine" attribute of Fenjiu will be further strengthened, gathering momentum for the upcoming Spring Festival, and making Fenjiu an important choice for consumers to reunite with families, gather friends, and bid farewell to the old and welcome the new.
Regarding Fenjiu's 2024, Yuan Qingmao said that operating Fenjiu is to operate potential energy, and it is necessary to adhere to strategic determination, insist on seeking progress while maintaining stability, stabilize the rhythm, dig deep into potential, strengthen potential energy, and do a good job of yourself.
In the new cycle of liquor industry adjustment, a long-standing and enterprising Fenjiu has become unstoppable.