西凤集团郭拴新：年轻不是颠覆，而是让经典焕发新的活力

Core Viewpoint - The Chinese liquor industry is undergoing a deep adjustment period characterized by policy changes, shifts in consumer structure, and intense competition, necessitating a balance between cultural heritage and modern consumer demands [1][2]. Group 1: Cultural Heritage and Craftsmanship - The essence of preserving traditional liquor lies in maintaining the craftsmanship that has been passed down for over three thousand years, which is crucial for value innovation [3]. - The unique brewing techniques and storage methods of Xifeng liquor are recognized as national intangible cultural heritage, contributing to its distinctive flavor and quality [3][4]. - A digital innovation system is being established to ensure the standardization and precise transmission of these traditional techniques, enhancing their vitality [3]. Group 2: Engaging Younger Consumers - Xifeng liquor is adapting to the preferences of Generation Z, where liquor transcends mere consumption to become a cultural symbol that embodies aesthetics, experience, and emotion [5]. - The company is innovating its product offerings by integrating traditional flavors with health-conscious trends, launching products suitable for "light drinking" scenarios while maintaining core characteristics [5]. - Marketing strategies are evolving to resonate with younger audiences, utilizing modern cultural expressions and events to create a dialogue between tradition and contemporary youth [5]. Group 3: Industry Evolution and Global Presence - The integration of traditional craftsmanship with modern health demands is essential for the industry's growth, emphasizing that new consumption patterns do not require the abandonment of tradition [6]. - Xifeng liquor is actively promoting its brand on the international stage, participating in global events and establishing itself as a cultural bridge between civilizations [6]. - The company aims to rejuvenate national brands in the face of modern challenges, ensuring that the rich cultural heritage continues to thrive in the new consumer landscape [6].