张周虎：西凤酒靠打硬仗重回一流

Core Viewpoint - The article discusses the strategic initiatives of Shaanxi Xifeng Liquor Co., Ltd. to regain its position among the top liquor brands in China, focusing on high-end product development, national market expansion, quality upgrades, brand rebranding, management reforms, and industry chain construction [4][5][6]. Group 1: Strategic Initiatives - The company aims to achieve a "return to the first-tier liquor sequence" through a comprehensive strategy that includes high-end product focus, specifically the "Red Xifeng" brand targeting the thousand-yuan price range [4]. - A national market expansion strategy is being implemented, with tailored marketing strategies based on regional market characteristics and consumer demands [5]. - The company is investing in a 100,000-ton premium base liquor expansion project to ensure a stable and high-quality supply of base liquor [5]. Group 2: Brand and Quality Enhancement - The brand value of Xifeng has reached 333.683 billion, reflecting significant improvements in brand influence [5]. - The company is working on a cultural rebranding by exploring its historical roots and integrating cultural elements into its branding efforts [5]. - Quality upgrades are being pursued through the establishment of production standards for Fengxiang liquor, enhancing the company's leadership in this segment [5]. Group 3: Management and Operational Improvements - The company is adopting a digital management approach, utilizing big data and AI to enhance operational efficiency and market responsiveness [5][9]. - A 60,000-acre raw grain base has been established to ensure high-quality raw materials for liquor production [5]. - The company is focusing on a "1257" strategy to optimize marketing management and enhance operational efficiency [7]. Group 4: Digital Transformation and Innovation - The company is integrating traditional brewing techniques with modern technology, aiming for a "4.0" industrial transformation in the liquor sector [13]. - Initiatives like the "Xifeng Fengxiang Club" project are being launched to leverage digital tools for targeted marketing and resource efficiency [10]. - Collaborations with universities and research institutions are being pursued to enhance research on brewing materials and quality safety [14].