Bei Jing Shang Bao·2025-06-03 13:32Core Viewpoint - The white liquor industry is increasingly adopting "fan festivals" as a strategy to enhance brand loyalty and consumer engagement, reflecting a shift from "channel-driven" to "consumer-driven" approaches in marketing [1][6]. Group 1: Fan Festival Activities - Yanghe Co. launched the "Dreamy Night · 2025 Yanghe Super Fan Festival" in Zhengzhou, featuring wine tasting, food experiences, and cultural interactions [1][2]. - Major brands like Kweichow Moutai and Wuliangye have also engaged in fan festivals, enhancing consumer connection through innovative formats such as AR interactions and cultural events [2][3]. - Shanxi Fenjiu combined traditional rituals with modern tasting activities during its "8th Fenjiu Apricot Blossom Festival," showcasing the brand's historical narrative [3]. Group 2: Consumer Engagement and Trends - The rise of fan festivals indicates a growing focus on younger consumers, who now represent 34% of white liquor consumption, with a market size of 400 billion yuan [4][5]. - Companies are innovating their marketing strategies to cater to the preferences of younger consumers, emphasizing personalized and diverse experiences [4][5]. - The integration of digital platforms, such as Douyin, has been utilized to reach younger demographics effectively, with campaigns achieving over 1.41 billion views [4]. Group 3: Industry Competition and Future Outlook - The competition in the white liquor industry is evolving, with companies needing to enhance their consumer engagement capabilities to succeed [6][7]. - The "fan festival" model is seen as a data collection opportunity, allowing companies to gather insights on consumer preferences and behaviors for future product innovation [6][7]. - The industry is expected to see a rise in innovative marketing forms, with a focus on product quality, cultural significance, and consumer experience as key competitive factors [7].