2024 is destined to be a year for Fenjiu Group to continue to create brilliance.
On February 1, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Administration of Market Supervision, the State Intellectual Property Office, and the State Administration of Cultural Heritage issued the "Notice of the Ministry of Commerce and Other Five Departments on Announcing the Third Batch of Chinese Time-honored Brands List", and the "Zhuyeqing" brand of Shanxi Xinghuacun Fen Distillery Co., Ltd. won the title of "China Time-honored Brand".
The 382 "China Time-honored Brand" brands identified this time are the third batch of recognized brands after two batches of 1,128 China Time-honored Brand Brands were identified in 2006 and 2011. It is reported that the time-honored Chinese brands identified this time have the following three characteristics: First, pay more attention to the excavation and utilization of historical and cultural resources. The second is to focus more on serving the daily life of the people. The third is to put more emphasis on playing a leading role in demonstration.
As one of the three major brands of Fenjiu Group, "Zhuyeqing" has won the title of "China Time-honored Brand" by virtue of its profound historical heritage, excellent quality and extensive reputation, which is a full affirmation of Fenjiu Group's inheritance and development of traditional Chinese culture, highlighting the unique charm and lasting vitality of traditional Chinese culture.
01
The positioning of the five "national characters" helped Zhu Yeqing win awards
Zhuye Qingjiu is undoubtedly a treasure in Chinese wine culture, which integrates Chinese medicine, Chinese winemaking techniques, traditional health culture, and poetry and wine culture. At the "2023 Fenjiu Global Distributor Conference", Zhu Yeqing also became the key word of the conference. In this regard, Yuan Qingmao, Secretary of the Party Committee and Chairman of Fenjiu, said in his speech that a brand has excellent quality, profound cultural heritage, and unique health value, and its imagination space is almost unlimited. Yuan Qingmao also further emphasized that Zhuye Qingjiu should strive to break a new path, so that the only national famous liquor in the dew wine can truly become the first brand of liqueur in the market.
In fact, from the connotation of Fenjiu Group's 10 words of "national art, national medicine, national wine, national reputation, and national banquet" as Zhu Yeqing's "healthy national wine", we can gain insight into one or two. This actually solves the confusion and knot that has existed for many years that "dealers don't know how to introduce Zhuye Qingjiu".
National Arts - Bamboo Leaf Green Liquor is based on Fenjiu liquor, its preparation process follows the improved formula of the famous medical scientist Fu Shan in the late Ming Dynasty and early Qing Dynasty, and then improved the soaking process of Bamboo Leaf Green Liquor by mathematician Hua Luogeng "optimization method", so that its body is complete, symmetrical and coordinated, golden and green, with a sense of crystal, after drinking, "the taste is soft and sweet, comfortable and pleasant, the aftertaste is long, and the aftertaste is fragrant", in which the sweetness comes from fructooligosaccharides, which will not be absorbed by the human body, does not increase blood pressure, and has scientific health care effects such as immune regulation, antioxidant and anti-fatigue.
Chinese medicine - Since ancient times, the mainland has had a tradition of using Chinese herbs to make wine and use wine for health care. However, for thousands of years, residents everywhere have been preparing according to their own habits and feelings, and there is no scientific and standardized process. The basic stereotype of the bamboo leaf green wine process was personally developed by Mr. Fu Shan, a great thinker, great physician, calligrapher and painter in the late Ming and early Qing dynasties. Among them, it is blended with 12 kinds of precious plants such as light bamboo leaves, tangerine peel, wood incense, sandalwood, sand kernels, gardenias, chrysanthemums, angelica, etc. Each flavor of medicinal materials and their compatibility, the brewing process of medicinal materials and how to perfectly combine with Fenjiu reflect Mr. Fu Shan's medical thoughts, integrating the essence of thousands of years of Chinese medicine. As a result, the bamboo leaf green liquor with stereotyped technology, scientific compatibility and independent intellectual property rights was born.
The national liquor, Zhuye Qing, is the only healthy liquor in China that always adheres to "pure plant herbs". Born from the combination of traditional Chinese culture and traditional Chinese medicine, its two major characteristics, one is that there are no animal ingredients, only the use of precious Chinese herbal medicines, and the other is not to advocate radical functionality, but to pay attention to the body's own conditioning, which is precisely the embodiment of the traditional humanistic care of "harmonious coexistence between man and nature". Through the experience and service extension of "herbal health", Zhuye Qingjiu brings material enjoyment and spiritual comfort to modern people under pressure.
Guoyu - Throughout the history of the development of Zhuye Qingjiu, it became famous in the Wei, Jin, Southern and Northern Dynasties, galloped in the Tang and Song dynasties, dominated the Ming and Qing dynasties, and was in the wine industry for 1500 years, and has won the title of "China's Famous Liquor" for 3 consecutive times and the international gold medal for 5 consecutive times, condensing the wisdom of thousands of years, and becoming a dazzling wonder in the long history of Chinese wine culture.
State Banquet - On the night of the founding ceremony of the People's Republic of China on October 1, 1949, the first state banquet was held in New China, which was hosted by the Beijing Hotel. On the night of the founding ceremony, more than 600 people, including leaders of the CPC Central Committee, senior generals of the Chinese People's Liberation Army, people of various democratic parties and personages without party affiliation, well-known figures from all walks of life, uprising generals of the Kuomintang army, representatives of ethnic minorities, workers, peasants, and representatives of the People's Liberation Army, attended the first state banquet of New China held at the Beijing Hotel.
With its long history, profound cultural heritage, and unique and elegant quality, Zhuye Qingjiu should enter more people's vision, and should enter more people's lives, and make more contributions to the health of consumers.
02
How to "shine" the "healthy national wine"?
Song Shuyu, chairman of the China Liquor Industry Association, once revealed that at present, the proportion of mainland liqueur in alcohol consumption is less than 3%, and the development space is huge, and it is predicted that by 2030, the market size of liqueur will reach 200 billion yuan. In the future, liqueurs will continue to grow at double-digit rates.
In addition, the "Healthy China 2030 Planning Outline" defines "great health" as the people's yearning for a better life, and the liqueur industry with unique health and wellness attributes has also ushered in a period of strategic opportunities for rapid development. From this point of view, the dew wine category represented by bamboo leaf green is ushering in a new spring.
But the brand "Zhuyeqing" is too heavy, it not only represents a certain symbol, value and meaning of Chinese culture and Chinese medicine for thousands of years, it even entrusts some entanglements, emotions and attachments of Chinese. And such a good thing, which has not been sold well in the past, has been tepid, and now it is favored by everyone, which is worth pondering.
Therefore, Zhu Yeqing wants to achieve two "returns": one is to return to China's mainstream consumer groups, and the other is to return to China's mainstream consumption scene.
To this end, Zhuye Qingjiu has carried out a series of activities. In March 2021, Fenjiu Group and Shanxi Radio and Television Station jointly held the "Bamboo Leaf Green Health Walk" activity, organizing consumers and distributors across the country to carry out a wide range of health activities and convey the concept of health. Around the Spring Festival in 2022, Zhuye Qingjiu joined hands with Shanxi Contemporary Jinshang Brand Culture Research Institute to create a popular Zhuye Qingjiu pop-up store in Taiyuan MixC and other business districts with the theme of "Exploring Healthy Chinese Liquor and Tasting Natural Mood".
In addition to offline activities, in 2022, Zhuye Qingjiu also cooperated with the three short video platforms of Channels, Kuaishou and Douyin to create an online live broadcast of Zhuye Qingjiu, which allowed netizens to more intuitively appreciate the culture and ingenuity behind the Zhuye Qingjiu brand by showing the history and culture of Zhuye Qingjiu, understanding the process and brand culture. Through these activities, the brand voice of Zhuye Qingjiu has been further expanded, and it has also explored the characteristic brand communication path of "big health + culture". Deeply cultivate the culture of great health, and Zhuye Qingjiu should be the first brand of liqueur.
In November 2023, Zhuyeqing launched a series of national theme activities of "Zhuye Qingjiu Oriental Youth Banquet", and successively traveled through famous cultural cities such as Shiyan in Hubei, Zibo in Shandong, Jining in Shandong, Binzhou in Shandong, Pingdu in Shandong, etc., and took joint actions with major partners across the country to clarify the cultural context of Zhuyeqing and enrich the cultural connotation of Zhuyeqing.
Zhuyeqing takes culture as the core and consumer demand as the guide. With effective cultural communication and brand promotion activities, with the help of the trend of social consumption upgrading, a new IP matrix on the consumer side has been established, which has further enhanced the brand awareness and reputation of Zhuye Qingjiu in the country.
With the development of social economy, people's yearning for a better life, the transformation of younger consumption patterns, the intensification of aging, and the rise of the wave of great health, etc., have brought new demand for wine. The individuality, diversification, and richness of Zhuye Qingjiu make it have the natural advantages to meet these needs. As a typical representative of high-end liqueurs, Zhuyeqing, which has a history of more than 1,500 years, will continue to seek innovation in the inheritance, and is expected to forge a new path and become the No. 1 brand in the liqueur market.