Shanxi Xinghuacun Fen Wine Factory (SH:600809) Qi Lu Wan Bao·2025-07-02 02:16Core Insights - The event "2025 Qinghua Fenjiu Meihao Xiangfen" Yangmei Festival marks a cultural and experiential rebranding for Fenjiu, targeting the younger generation [3][4][18] - The festival serves as a platform for Fenjiu to engage with Generation Z, showcasing a blend of product, culture, and experience [3][13] Group 1: Event Overview - The Yangmei Festival has evolved since its inception in 2020, becoming a significant cultural event for Fenjiu [4] - The event featured engaging IP characters, "Qinghua Fenjiu Baby" and "Yangmei Baby," appealing to younger audiences and families [4][6] - International guests from nearly ten countries participated, enhancing the global appeal of Fenjiu [6] Group 2: Health and Wellness Focus - Experts highlighted the health benefits of Yangmei, rich in Vitamin C and anthocyanins, when combined with Fenjiu's unique brewing process [8][10] - The festival emphasized the modern health value of Yangmei wine, aligning with the younger generation's interest in wellness [6][10] Group 3: Marketing and Consumer Engagement - The festival represents a systematic approach to Fenjiu's youth-oriented strategy amidst industry challenges like overcapacity and generational shifts in consumption [13][15] - Fenjiu aims to create new consumption scenarios by integrating cultural elements and innovative marketing strategies [15][16] - The company plans to continue exploring the fusion of traditional liquor with modern consumer preferences, enhancing emotional and cultural connections [15][18]