Shanxi Xinghuacun Fen Wine Factory (SH:600809) Sou Hu Cai Jing·2025-12-03 18:46Core Insights - The national distributor conference for Zhuyeqing liquor highlighted its strategic importance in the revival plan of the Fenjiu Group, positioning it as a model for Chinese flavored liquor [1][3] - Zhuyeqing liquor aims to target the Z generation and new middle-class consumers, recognizing their growing influence in the liquor market [5][6] Strategic Upgrade - Zhuyeqing liquor's strategic position within the Fenjiu matrix has been elevated, with four core competitive advantages identified: solid quality foundation, deep formula heritage, exquisite brewing techniques, and high brand recognition [3] - The mission of Zhuyeqing is to uphold the "inheritance of dual intangible cultural heritage techniques," emphasizing its role as a cultural carrier [3] Market Targeting - The focus on younger consumers is a key breakthrough, with the Z generation's liquor consumption growth rate exceeding the overall market by two times, and the new middle class driving demand for healthy drinking options [5][6] - Zhuyeqing has begun product innovation to attract younger consumers, developing a new product system centered around the "Fenjiu+" strategy, particularly in fruit flavors, floral notes, and medicinal ingredients [6] Channel Innovation - The conference included a segment for appointing think tank experts, providing theoretical support for Zhuyeqing's development, which is a rare approach in liquor distributor conferences [6][8] - Zhuyeqing aims to create a new ecosystem for flavored liquor, addressing the long-underestimated value of this traditional Chinese liquor category [8] - The company is innovating its distribution channels, moving from traditional to diversified channels, and has successfully launched immersive experience events like "Zhuyeqing Liquor · Oriental Qing Banquet" [8] Collaborative Development - Distributor representatives expressed commitment to align with the company's strategy and actively explore market opportunities, reflecting a high level of collaboration in building a "cooperative development ecosystem" [8]