Authors: Yang Junqin, Lu Yanru, Zuo Jie, Liu Shunyao, Liu Xiaofang
On May 19th, an Elite Wine Culture Festival and Altar Sealing Ceremony with the theme of "Warm Xinjiang Drunk Beauty Elite" was held in the National 4A-level Scenic Spot Elite Wine Cultural Industrial Park located in Kekedala City, the Fourth Division of Xinjiang Production and Construction Corps. The aroma of wine, rich programs, crowds, and laughter on the scene stirred up the summer in the Ili River Valley.
The scene of the dealer's factory visit photo by Yang Junqin
Gan Quan, Deputy Secretary-General of China Liquor Industry Association, Zhang Wujiu, former Vice President of China Food and Fermentation Industry Research Institute, Zhao Guokang, Deputy General Manager of Jiangsu Yanghe Distillery Co., Ltd., Yang Jiaping, Manager of Huangfang Liquor Center of Luzhou Laojiao Co., Ltd., and more than 500 dealer representatives attended the event.
The wine culture festival is the third wine culture festival held by Xinjiang Elite Industrial Co., Ltd. (hereinafter referred to as Elite Company), through the in-depth combination of "factory tour + interaction + performance" immersive experience form, with innovative integrated media means, all-round, multi-angle display of Elite red culture, military reclamation culture and wine culture charm.
The performers danced cheerfully to welcome dealers from all over the country. Photo by Yang Junqin
Dealers visit the packaging workshop Photo by Yang Junqin
At 10 o'clock in the morning, in front of the Elite Wine Cultural Industrial Park, it was very lively, graceful girls wearing national costumes to send welcome wine to the dealer team from all over the country, and the drums of Ansai waist drums and dancing red silk created a strong festive atmosphere.
Subsequently, the dealer team entered the Elite Wine Culture Industrial Park in batches and in an orderly manner to start the journey back to the factory. In the interpretation interactive area, everyone immersed themselves in the national customs and military culture by watching the actors' performances, singing classic songs, and tasting Elite liquor and wine; In the brewing workshop and packaging workshop, we visited the unique long and narrow cellar and modern packaging production line of Elite at close range, and felt the brewing and packaging process of Elite; In the Elite Wine Culture Center and Red Wine Manor, everyone had an in-depth understanding of the development history and corporate culture of Elite Company, and felt the heroic stories behind the glasses of fine wine.
The scene of the 3rd Elite Wine Culture Festival and Altar Sealing Ceremony Photo by Yang Junqin
At 21 o'clock, in the affectionate interpretation of the dance "Colorful Yili", the 3rd Elite Wine Culture Festival and Altar Sealing Ceremony kicked off. Chen Zhi, Secretary of the Party Committee and Chairman of Elite Company, delivered a welcome speech.
The altar sealing ceremony pays tribute to the ingenuity of brewing. On the product catwalk, 20 new products made a stunning appearance, igniting the atmosphere of the scene. In recent years, Elite Company has put forward the "1238" development strategy, from brand remodeling to market consolidation, continuously expanding brand awareness, developing and focusing on supporting the basic market and distributors inside and outside Xinjiang, not only selected as CCTV national ingenuity brand, won the title of China time-honored brand, but also successfully moved forward to the marketing center outside Xinjiang, and established Sichuan Elite Liquor Sales Co., Ltd.
In the subsequent theatrical performances, the sketch performance artist Huang Hong performed a classic sketch, the famous singers Da Xiong, Wang Yang, Aniwal Jiang and so on took turns to sing on stage, and the actors of the Yili Song and Dance Theater performed songs and dances, pushing the party to a climax again and again, the scene was wonderful and the applause continued.
At about 23 o'clock, clusters of fireworks rose into the sky, and the fireworks instantly lit up the night sky, with the sky as the curtain and the fireworks as the pen, writing the beauty and romance of Elite; The stunt performance composed of 600 drones was transformed into Elite trademarks, wine bottles, "the world's first wine" and other graphics and texts, which brought the whole event to a stunning end.
The drone show scene was taken by She Guanghui
Founded in 1955, after nearly 70 years of development, Xinjiang Elite Industrial Co., Ltd. has realized the gorgeous transformation from a small farm workshop to a modern enterprise scientific brewing, and has long been a leading liquor enterprise in Xinjiang.
It is reported that in April 2021, Elite Company fully launched the online service platform of Elite Wine Culture Industrial Park. The platform integrates big data, 5G, virtual reality and other technologies, and uses WeChat official account, Douyin and other platforms as carriers to provide tourists with tourism information, products and services, etc., and has embarked on a new path of integrated development of wine and tourism of "bringing tourism with wine and promoting wine with tourism". In the first quarter of this year, the company achieved operating income of about 830 million yuan, a year-on-year increase of 12.39%; The net profit was about 158 million yuan, a year-on-year increase of 6.12%.
Source: The Fourth Division of the Xinjiang Corps, Kekedala City Rong Media Center
Editor: Dang Yanli
Review: She Guanghui Cui Kai