Shanxi Xinghuacun Fen Wine Factory (SH:600809) Huan Qiu Wang·2025-05-27 09:38Core Viewpoint - The event "New Quality Leading, Brand Setting Sail" held in Milan showcases the internationalization of Chinese liquor, particularly focusing on Shanxi Xinghuacun Fenjiu International Trade Co., which aims to promote Chinese liquor culture globally [1][3]. Group 1: Event Overview - The event was guided by the Chinese Consulate in Milan and organized by Global Times, highlighting the achievements of Chinese liquor brands in international markets [1]. - Fenjiu International's General Manager, Zhang Weidong, emphasized the importance of quality and culture in representing Chinese products abroad [5][7]. Group 2: Cultural Integration - Zhang Weidong stated that food and drink serve as important cultural ambassadors between China and Italy, with Fenjiu's products already well-received in Italy [3][5]. - The company aims to tell a compelling story of Chinese brand globalization, focusing on quality and cultural narratives [5][10]. Group 3: Market Strategies - Fenjiu's international strategy includes two main paths: cultural immersion through the Chinese diaspora and breaking into local markets via cocktail culture [7][12]. - The company has established a presence in over 70 countries, with more than 100 overseas distributors and 9,000 retail outlets [7][12]. Group 4: Performance Metrics - Fenjiu reported a revenue of 36.011 billion yuan in 2024, a year-on-year increase of 12.79%, and a net profit of 12.243 billion yuan, up 17.29% [12][13]. - The company has been proactive in aligning with international standards and enhancing its global footprint through various initiatives since 1992 [13][17]. Group 5: Future Outlook - The company is focused on transforming from a "Chinese famous liquor" to a "world famous liquor" by leveraging its historical craftsmanship and innovative approaches [17].