Winemaker Hu Qi
Recently, the "2024 National Responsible Drinking Publicity Week", a national public welfare activity sponsored by the China Alcoholic Beverages Association and undertaken by the Liquor and Social Responsibility Promotion Working Committee of the China Alcoholic Beverages Association, was grandly launched nationwide. As a public welfare activity that has been held for many years, the "National Responsible Drinking Publicity Week" continues to lead the healthy development of China's wine industry, and the concept of responsible drinking has gradually become a broad consensus in the current society and industry.
Of course, such a grand social concept transmission undertaking requires the continuous writing of the whole industry, and it also requires the participation and attention of the whole society. With the corporate tenet of "Healthy Humanity and Never-ending", Jinpai Company is the industry pioneer and firm practitioner of the concept of rational drinking, and while actively realizing corporate value, it is also deeply fulfilling its social responsibilities.
Since its establishment in 1953, Jinpai has gone through more than 70 years, and what has not changed is the pursuit of health. From tonic liquor, health liquor, to herbal liquor and traditional Chinese medicine industry, on the basis of inheriting the culture of traditional Chinese medicine, Jinpai empowers the health connotation of products through innovative herbal technology, and always provides consumers with healthy products, conveys health concepts, shares health values, and opens up a healthy path.
Especially since the 80s of the last century, after embarking on the differentiated development path of herbal liquor, Jinpai has shouldered the corporate mission of improving the physical quality and quality of life of consumers, and has always broken through technical bottlenecks with ingenuity, and injected inexhaustible power into quality upgrading with scientific and technological innovation. For Jinpai, which can have a keen insight into changes in consumer demand, the concept of responsible drinking has actually been integrated into the brand's product development.
In the 70s of the last century, Jinpai began to try to develop tonic wine, and in the 80s, it successively launched kombucha wine, lotus cinnamon tonic wine and other products; In 1982, Jinpai successfully developed tonic wine products such as "Longevity Wine" and "Royal Wine", which were widely welcomed by the market and began to be exported overseas; In October 1989, the first bottle of Chinese liquor was officially born, opening a new era of Chinese health liquor.
For more than 40 years, Jinpai has always adhered to the product concept of "good and different, pursuing the ultimate", and created a healthy life for consumers through the product quality of excellence. At the beginning of this century, Jinpai was the first to realize that alcoholic liver injury has become one of the key problems endangering the health of the public, so it began to explore the addition of liver-protecting herbs to traditional liquor.
After a long period of technical research, in 2013, based on two national core patents, "anti-alcoholic liver injury liver protection liquor and production process" and "a preparation method of tartary buckwheat liquor with hypolipidemic function", Jinpai launched Maopu herbal liquor, which was widely recognized by the market, which also once again strengthened Jinpai's mission of reducing the physical harm of liquor through technology empowerment. In 2022, Jinpai launched Maopu Herbal Vintage Liquor; In 2024, the group standard of "Herbal Liquor" will be officially released, which is an innovative practice of Jinpai to actively respond to the real demands of consumers with the health connotation of its products.
Over the years, Jinpai has focused on the core values of "health, technology, quality and responsibility", innovated herbal technology, and continued to build the core competitiveness of "good and different". A number of "unique cheats" are vividly reflected in the products, continuously improving the gold content of Jinpai's herbal technology and product value, and also making Jinpai's concept of "rational drinking and healthy life" more profound.
On the basis of continuous exploration and innovation of the health connotation of products, Jinpai has gradually established the corporate mission of "continuously improving the physical fitness and quality of life of consumers by providing healthy products and services", the Jinpai values of "building righteousness, responsibility and sustainability", and the survival concept of "being less and smaller, being specialized and refined, stronger and longer", and is committed to becoming a world-class health product enterprise.
The marketing concept of "clean source, healthy marketing" is an important part of Jinpai's corporate culture. Since 1993, the advertisement of "Although the wine is good, don't be greedy" landed on CCTV, the concept of "rational drinking" of the Jin brand began to spread all over the country; In 2004, Jinpai took the lead in printing healthy drinking warnings on the packaging; In 2006, Jinpai compiled the "Healthy Drinking Handbook" as a guide for knowledge marketing; In 2011, on the basis of the original "although the wine is good, don't be greedy", Jinpai created the slogan of "drink less for health".
Full-page advertisement in Yellowstone Daily in 1994
In the communication context of the wine industry at that time, such a marketing path that deeply practiced the concept of "rational drinking" was undoubtedly extremely advanced, and this was also a clear embodiment of Jinpai's real perspective on the brand values from the perspective of users.
Today, although it has spanned more than 30 years, the concept of "not greedy cup" has become the corporate culture of Jinpai, and has formed the "five not greedy" culture of Jinpai characteristics - the development of enterprises is not greedy, the scale of enterprises is not greedy, product development is not greedy, marketing is not greedy, and brand communication is not greedy.
In 2023, Jinpai will set up a health management office to help employees achieve comprehensive physical and mental health improvement through well-designed health management plans and planning; On September 7 this year, Jinpai issued a "moderate and moderate" drinking principle document to all marketing personnel and channel providers, requiring them to pay attention to the status of drinkers at all times; On September 11, Jinpai issued the "Jinpai Employee Health Management System", which clearly stipulates the limit on alcohol consumption and collects the "maximum alcohol consumption" of employees as a healthy drinking standard; Since September 12th, Jinpai has held a number of morning meetings entitled "Rational Drinking and Healthy Life".
It can be seen that "rational drinking" is not only the core concept advocated by Jinpai, but also the programmatic standard that the company actively practices internally.
Song Shuyu, chairman of the China Liquor Industry Association, once said that advocating "moderate drinking and happy life" in the whole society is a long-term industrial mission, and it is an indispensable work to guide and cultivate consumers' rational, moderate and healthy drinking attitudes from the consumer side.
Of course, this goal requires every wine company to gather sand into a tower to establish a good social image of the enterprise and the industry. Famous wine enterprises should take the lead in demonstrating, conveying the temperature of the wine industry, advocating rational values, and building a healthy fashion. The Jinpai brand is one of the well-deserved examples of the liquor industry in practicing social responsibility.
In February 2007, the launching ceremony of the Healthy Drinking China Tour
In 2007, Jinpai began to hold a large-scale public welfare activity with the theme of "Healthy Drinking in China", which has been carried out for 17 years under the promotion of the China Alcoholic Beverages Association. In 2020, Jinpai held a large-scale public welfare series with the theme of "China Jinjiu· Healthy Run China"; In 2024, Jinpai will successively carry out the health-themed activities of "Healthy China Tour" of Chinese Jinjiu and "Herbal China Tour" of Maopu. In addition, in 2023, Jinpai will release its corporate social responsibility report for the 17th time, and simultaneously formulate and complete the "Jinpai Sustainable Program", which is the soul of Jinpai's healthy and sustainable enterprise.
The social concept of "benevolence, symbiosis and common prosperity" highlighted by it is complementing Jinpai's long-term practice of rational drinking.
Under the guidance of "positive culture", Jinpai maintains strategic focus, firms up the direction of development, is not tempted by the outside world, and adheres to the road of "focusing on health cause". Health is not only the eternal starting point of Jinpai, but also the constant mission of Jinpai people. In the process of unremitting struggle for this mission, the advocacy and practice of the concept of "rational drinking" is full of Jinpai's humanistic care for consumers, the value shaping of enterprises, and the responsibility to society.
After more than 70 years, the road to health of Jinpai is still endless.