Core Insights - The key competitive focus for liquor brands has shifted from broad visibility to cultivating mental share, prompting brands like Xufu to explore new ways to connect with consumers [1] - Xufu's approach involves high-frequency, multi-dimensional, and scenario-based value dialogues to build consumer recognition and emotional connections [1] Marketing Strategy - Xufu participated in the 2025 Trend Drink Festival organized by Sichuan Liquor Group, launching the second season of the Blue Label Cultural Festival, engaging young consumers through interactive experiences [1][3] - The event featured multiple interactive modules, allowing consumers to engage with the brand in tangible ways, such as creating personalized drinks and taking photos at branded installations [3] Consumer Engagement - The event attracted over 10,000 visitors daily, successfully stimulating user-generated content on social media platforms, enhancing brand visibility among younger demographics [5] - Xufu's marketing efforts aim to integrate the brand into consumers' daily lives, transforming marketing from a one-way communication to a collaborative creation of lifestyle content [5] Brand Identity and Emotional Connection - The Blue Label Cultural Festival included a character named "Blue Friend," designed to enhance emotional recognition of the brand through engaging activities and giveaways [6][8] - Online interactions were encouraged, inviting consumers to share their stories with the brand, further deepening their emotional ties and sense of belonging [8] Strategic Focus - Xufu's initiatives reflect a systematic strategy centered on enhancing brand value, developing core products, and building key market presence, all while maintaining a focus on authentic Sichuan liquor [12] - The brand's transformation from a traditional liquor company to a "user brand" emphasizes the importance of user relationships and breaking industry boundaries [14] Market Positioning - Xufu's strategy includes redefining relationships from product transactions to community engagement, fostering emotional connections that transcend product functionality [14] - The brand is also breaking traditional category boundaries by appealing to broader consumer groups through innovative product designs and cultural symbols, creating new growth opportunities [14]

Core Insights - The article highlights the strategic collaboration between Xufu Liquor and the popular CCTV program "Starry Avenue," emphasizing the cultural significance of celebrating labor and dedication through the medium of liquor [1][4][6] Brand Strategy - Xufu Liquor's flagship product, Xufu Daqu (Blue Label), is positioned as a "national good liquor" and "Chinese gift," showcasing the brand's commitment to cultural confidence and industry responsibility [3][6] - The partnership with "Starry Avenue," a long-standing national variety show, aligns with Xufu's mission to provide affordable, quality liquor for the masses, enhancing brand recognition and consumer engagement [4][6] Market Positioning - Xufu Daqu has received multiple accolades, including recognition as one of the "Top 10 Brand Growth Pioneers" in the Chinese liquor industry by Forbes, reflecting its strong market presence and consumer trust [7] - The brand aims to redefine the value of "people's liquor" amidst industry challenges such as high inventory and sluggish sales, demonstrating resilience and a commitment to value co-creation [9] Cultural Resonance - The collaboration with "Starry Avenue" not only serves as a marketing strategy but also resonates with the show's core values of labor and dreams, creating a deeper connection with the target audience [7][9] - Xufu Liquor's narrative emphasizes the emotional bond it creates with consumers, positioning itself as a guardian of quality in everyday life [7][9]