Shanxi Xinghuacun Fen Wine Factory (SH:600809) Sou Hu Cai Jing·2025-11-18 15:46Core Insights - The seminar focused on the theme "Steady Progress, Quality Leading the Future," aiming to achieve high-quality development in the Chinese liquor industry [1] Group 1: Brand Strategy - The ultimate battlefield for brand competition is user perception, with the goal of making users think of Fenjiu first when considering liquor [3] - The brand logic has shifted from "product-first" to "user-first," emphasizing user co-creation and the need to understand user demands [3] - Key initiatives include targeting younger demographics and expanding internationally, with strategies such as limited edition products featuring popular culture elements [3][4] Group 2: Consumption Scenarios - Deep integration of Fenjiu into users' life moments is essential, focusing on both "consumption scenarios" and "usage scenarios" [4] - Examples include promotional activities during overseas holidays and collaborations with gaming culture to create unique drinking experiences [4] - Engaging overseas users through campaigns like "Best Consumption Scenario" can enhance brand recognition and cultural relevance [4] Group 3: Content and Communication - Content serves as a bridge to connect with users, with a focus on diverse content operations and key engagement points [5] - Utilizing popular trends such as user-generated content and short videos can drive sharing and brand visibility [5] - Product innovation is highlighted as a core driver of growth, with strategies centered around user needs and cultural roots [5]