During the May Day period, in order to show the splendid rivers and mountains of the motherland and the prosperous weather, and enrich people's holiday life, the "May Day 'Cloud' Tourism" series of live broadcast activities exclusively sponsored by Xifeng Wine was broadcast on the Xinhua News Agency Quick Watch platform, leading everyone to "cloud" to praise the green waters and green mountains, feel the ancient cultural charm, appreciate the charm of art, and go on a wonderful journey together.
Live streaming on the cloud lights up the brand story
The cultural inheritance of Xifeng wine highlights the light of domestic products
In the five-day live broadcast, the "May 1st Cloud Tourism" live broadcast event was jointly created by the Z Generation Column of the Video Department of Xinhua News Agency and Xinhua News Agency Quick Look, and in the five-day live broadcast, a total of 21 live broadcasts such as "Forbidden City + Beihai: Immersive Experience of Beijing's Cultural Ancient Rhymes", "May Day" Cloud Tourism Invite you to watch Tiananmen Square raise the flag together, "National Music Wonderful Night" - Fang Jinlong and his friends Music Collection" and other 21 live broadcasts, leading more than 50 million viewers to enjoy the great scenery of the motherland in the "cloud", enjoy the live performances of the art everyone, through Chinese music and opera Wonderful "cloud" performances such as dramas and symphonies provide people with a rich cultural feast.
In the live broadcast room of "May Day Cloud Tourism", the audience actively interacted
The brand connotation of Xifeng wine is inseparable from the word "culture". "A cup of Xifeng wine, half of the history of China", the origin of Xifeng wine, the earliest can be traced back to the Yin Shang period, more than 3,000 years ago. According to historical records, Xifeng wine was originally called "Qin wine", in the late Yin Shang period, the Duke of Zhou rewarded the three armies with Qin wine, and the story of Qin Mu referendum wine in the river to labor the teacher was even more rumored to be a beautiful talk. The Han Dynasty spread along the Silk Road to Central Asia, West Asia and even European countries. During the Tang and Song dynasties, the reputation of Xifeng wine was even more prosperous, and during the Tang Yifeng years, it was praised by Pei Xingjian as "bees drunk butterflies do not dance", and the Northern Song Dynasty literary scholar Su Dongpo left a good sentence of "flowers bloom and wine do not return, come to see the cold green micro of Nanshan". In the Ming Dynasty, the Xifeng wine brewing industry was greatly encouraged, and the burning houses in Fengxiang City were everywhere, and the fragrance was wafting all over the city, which often attracted passers-by to "stop and smell the incense".
The production of Xifeng wine adopts the continuous hawthorn fermentation process, the wine body takes the round cellar wine as the bone heart, and the broken cellar wine, the top cellar wine, the insertion cellar wine, and the cellar wine are mixed, round and full, and the personality is prominent. Xifeng wine is fermented in the earthen cellar pond, and the cellar skin is renewed once a year, so that the components such as ethyl caproate in the wine produced by it are limited, controlled to the extent that the aroma does not appear, giving the wine a quiet, delicate, plump and long aftertaste.
Decades of storage in the "Great Sea of Wine" are the basis of Xifeng wine elegance. Known as the living fossil of the liquor treasure secret method "big wine sea", woven with local thorns in Fengxiang, the inner wall is made of egg white, beeswax, rapeseed oil, tofu, etc. made of adhesive, through the magou paper hundred layers of mounting paste, the wall with micropores, in the case of wine and incense, water is leaking, is the oldest existing, the best preserved, the largest capacity of the wine storage container. Thanks to such a complicated and delicate brewing and storage process, the taste of Xifeng wine is clear but not light, thick but not colorful, sweet after drinking, the taste is long and fragrant, and it is praised as a typical representative of "phoenix-type" liquor.
Sea of West Phoenix Wine
In the process of continuous development, Xifeng Wine has always firmly grasped the engine of "culture" and constantly innovated cultural expression. Xifeng will give full play to the advantages of "double heritage", take culture as the soul, take the project as the body, pass on the story of Xifeng and the story of Chinese liquor, and show the crystallization of the wisdom of the Chinese nation.
Ingenuity and innovation
Contribute to the high-quality development of China's economy
All along, Xifeng Wine focuses on high-quality liquor, perfectly integrates traditional brewing techniques with modern innovative processes, adheres to the enterprise spirit of "respect, integrity, dedication, innovation and collaboration", and always consolidates the bottom line of quality. In order to improve the quality of products, Xifeng Wine has formulated the "Product Monitoring and Measurement control procedures", from raw grain planting, packaging material production, procurement, factory inspection, Daqu production process inspection, wine making process inspection, storage blending process inspection, finished wine production process inspection, to factory inspection and so on set up 7 major checkpoints and 55 lines of defense, improve the quality inspection network of self-inspection, mutual inspection and special inspection.
The 70 years from 1952 to 2022 are not only the 70 years of China's rapid development, but also the magnificent 70 years of liquor development. Looking back on the 70-year journey of famous wines, Xifeng Wine has always regarded process optimization as the root of enterprise survival, closely followed the pace of development of the times, built wineries, restored brewing processes, seized development opportunities to boldly innovate and keep pace with the times, vigorously promoted the application of new technologies, used digital technology and green and low-carbon ways to transform the business pattern, and expressed the vitality and development of the brand with a bright report card, so that Xifeng Wine has achieved fruitful results and become a model in the history of the revival of China's famous wines.
Under the hard work of Xifeng people for decades, Xifeng Wine has become a large group with multi-industry development. In 2022, it is the 70th anniversary of Xifeng Wine winning China's first "Four Famous Liquors", and it is also an important milestone in the history of Xifeng's development, standing at a new starting point of "sales revenue exceeding 8 billion yuan", Xifeng Wine has ushered in another critical moment on the road of development. From the regional market to a broader domestic and foreign market, Xifeng Wine, when reliving the glorious 70-year journey of famous wines, put forward higher requirements to itself, actively integrated into the development environment of the liquor industry, accelerated the in-depth operation of the three major economic circles of the Bohai Rim, the Yangtze River Delta and the Pearl River Delta, continuously optimized the market structure and layout, maintained the offensive posture, and opened up a development path with both Xifeng characteristics and international vision.
With the change of times, what remains unchanged is the inheritance and pursuit of Chinese ancient wine culture. A wisp of wine is drunk for thousands of years, Xifeng wine, as a famous historical and cultural wine at home and abroad, with its profound cultural heritage and persistent ingenuity, has run through the ancient and modern years, and realized the resonance of traditional culture and the charm of the times.
Screenshot of the live broadcast of "Chinese Music Wonderful Night - Fang Jinlong and His Friends Music Collection"
This "May Day Cloud Live Broadcast" activity, through explaining classic fragments, explaining the background of the characters, and reproducing the emotional power behind the real story, let the audience feel the influence of history and culture, and show the new style of China's civilized urban development. The inheritance of culture is also the development concept that Xifeng Wine has always adhered to. The cooperation with Xinhua News Agency Quick Look and Xinhua News Agency's "Generation Z" series is also in line with the development direction of Xifeng Wine in inheriting the classics and creating cultural liquor and "national tide" products in the minds of young people.