Core Viewpoint - The future of "people's liquor" is evolving beyond mere cost-performance metrics to focus on emotional resonance, cultural depth, and connection with consumers, as exemplified by Niulanshan's marketing transformation [1] Group 1: Quality Foundation - Niulanshan has sold 6 billion bottles of its aged liquor over the past decade, reflecting its commitment to quality and the principle of "brewing for the people" [2] - The company has invested in modern scientific research and collaborated with top institutions to enhance its traditional brewing techniques, integrating modern microbiological technology with classic craftsmanship [2] - The successful launch of various products, such as "Beijing Tequ" in 1984 and "Niulanshan Chen Nian" in 2002, showcases the brand's ability to innovate while maintaining its core values [2] Group 2: Emotional Resonance - Niulanshan's marketing strategy this year focuses on emotional engagement, transforming the quality of "people's liquor" into an emotional experience through relatable narratives [4] - The brand's campaigns, including the "Fireworks in the World" series and collaborations with popular media, have achieved over 300 million views, effectively resonating with consumers [4] - By targeting younger demographics with trendy products and social media engagement, Niulanshan has successfully redefined the perception of white liquor among younger consumers [4] Group 3: Cultural Depth - Niulanshan aims to integrate cultural heritage into modern life by promoting traditional brewing techniques and engaging consumers through interactive experiences [6] - The brand's participation in cultural events and its inclusion in the "Beijing Intangible Cultural Heritage Tour" project highlight its commitment to cultural transmission and community engagement [6] - By leveraging social media to share traditional brewing experiences, Niulanshan is revitalizing its cultural narrative and connecting with a younger audience [6] Group 4: Systematic Upgrade - The company's innovations represent a comprehensive upgrade around the positioning of "people's liquor," emphasizing emotional connection, enjoyment, and cultural sharing [7] - Niulanshan's transformation reflects a deep interpretation of quality, encompassing not just taste but also emotional comfort and cultural identity [7] - The brand's approach serves as a model for traditional companies seeking to transition towards high-quality, emotionally resonant products [7]