迎驾贡酒：传承文化之魂 与“Z世代”共赴未来

Core Insights - The forum themed "Heaven and Earth Cultivation" was held in Maotai Town, Guizhou, focusing on the development paths of the liquor industry, attracting industry leaders and scholars [1] - Qin Hai, General Manager of Anhui Yingjia Gongjiu Co., emphasized the importance of engaging with Generation Z, who are seen as key drivers of consumption upgrades [1][3] Group 1: Engagement with Generation Z - Generation Z, born between 1995 and 2009, is characterized by their broad perspectives, individualism, and emphasis on experiences, making them a significant consumer group in China [1] - This demographic, approximately 250 million strong, values spiritual resonance, cultural identity, and social value, and is willing to pay for interests, quality, and emotional experiences [1] Group 2: Development Strategies - Qin Hai outlined three main directions for Yingjia Gongjiu's resonance with Generation Z: ecological, cultural, and experiential [5] - Ecologically, the company focuses on building a sustainable brewing system leveraging the ecological resources of Huoshan, Luan, Anhui, aligning with Generation Z's values of sustainability and green practices [5] - Culturally, the company aims to deepen its cultural roots and refresh brand expression by exploring the ancient welcoming culture and developing new products that resonate with Generation Z's aesthetic and consumption preferences [5] - Experientially, Yingjia Gongjiu is innovating in experiential scenarios and emotional connections, exemplified by the creation of the "Yingjia Grand Manor," an immersive aesthetic space for young consumers to experience liquor culture [5] Group 3: Industry Call to Action - Qin Hai called for industry peers to uphold quality as a "lifeline," tell compelling cultural stories, and co-create new experiential models to collaboratively build a greener, more open, and confident future for Chinese liquor with Generation Z [3][5]