Core Insights - The Chinese liquor industry is transitioning from a "price war" to a "cultural war," with a focus on cultural experiences rather than just product functionality [1][2] - Jian Nan Chun is pioneering a new cultural competition track in the high-end liquor market through its cultural liquor strategy, particularly with its zodiac liquor series [1][2] Industry Trends - The annual Double 11 shopping festival is evolving from a simple price-cutting event to a platform for brand culture display and new product launches [1][2] - There is a strong consumer purchasing intent for high-end liquor, particularly for year-end gifting and family gatherings, leading to a surge in inventory preparation [1][2] Company Strategy - Jian Nan Chun has successfully launched zodiac and cultural liquors during major promotional events for three consecutive years, transforming Double 11 into a "Cultural New Product Day" [2][3] - The company has introduced the "Bing Wu Ma Nian" zodiac liquor, which is part of a collaboration with the National Museum of China, creatively integrating historical artifacts into its product design [3][4] Product Details - The "Bing Wu Ma Nian" zodiac liquor is limited to 30,000 bottles with a suggested retail price of 1,099 yuan per bottle, enhancing its scarcity and collectible value [3] - Jian Nan Chun's previous cultural product, "Jian Nan Chun·Liu Jin Ji," was also released in a limited edition of 20,000 bottles, showcasing the company's strategy of creating exclusive offerings [3] Cultural Integration - Jian Nan Chun's cultural practices redefine the "cultural premium" of liquor, emphasizing the importance of cultural depth and brand heritage in the competitive zodiac liquor market [5][7] - The design of the zodiac liquor incorporates cultural symbols and aesthetic values, enhancing brand recognition and consumer engagement [6][8] Market Positioning - Jian Nan Chun's approach to cultural integration provides a new perspective on defining "cultural premium" in the liquor industry, focusing on brand value and cultural positioning [7][9] - The company has established a narrative system that combines Tang Dynasty culture, artifact activation, and contemporary aesthetics, creating a unique brand identity [8][9]

Core Viewpoint - The Chinese liquor industry is transitioning from a "price war" to a "cultural war," emphasizing cultural experiences over mere product functionality [1][6]. Group 1: Market Trends - The high-end liquor market is experiencing a surge in demand, particularly for cultural liquor products, as consumers show strong purchasing intentions during the year-end gift-giving season and family gatherings [2][6]. - The annual Double 11 shopping festival is evolving from a simple price-cutting event to a platform for brand cultural display and new product launches [2][6]. Group 2: Company Strategy - Jian Nan Chun is redefining the cultural premium of liquor through its zodiac wine series and cultural innovation, effectively capturing the trend of cultural competition in the high-end liquor market [3][6]. - The company has successfully launched zodiac and cultural liquor products during major promotional events for three consecutive years, transforming Double 11 into a "Cultural New Product Day" [6][16]. Group 3: Product Innovation - Jian Nan Chun's zodiac wine, the "Bing Wu Horse Year Zodiac Wine," is part of a collaboration with the National Museum of China, creatively integrating historical artifacts into its design [7][10]. - The limited release of the zodiac wine, with only 30,000 bottles priced at 1,099 yuan each, enhances its scarcity and collectible value [10][11]. Group 4: Cultural Integration - Jian Nan Chun's cultural practices aim to define the "cultural premium" of liquor, focusing on cultural depth and innovative expression in its zodiac wine offerings [13][14]. - The company has developed a multi-dimensional cultural narrative system that combines Tang Dynasty culture, artifact activation, and contemporary aesthetics, enhancing both cultural and commercial value [17][18].

Core Viewpoint - The article highlights the significant developments and cultural initiatives of Jian Nan Chun, a leading company in the Chinese liquor industry, particularly during the 2025 Sichuan International Wine Expo and the "Hua Xia Aesthetics" conference, showcasing its commitment to innovation and tradition in liquor production [2][11]. Group 1: Company Developments - Jian Nan Chun's new phase of the Da Tang National Liquor Ecological Park has been inaugurated, which will add 30,000 to 50,000 tons of high-quality liquor production capacity, marking a key step in the company's high-quality development [2][6]. - The total investment for the Da Tang National Liquor Ecological Park phase II project is 1.667 billion yuan, expected to boost annual industrial output value by over 10 billion yuan [6]. - The company has established a full lifecycle traceability platform covering quality control, production management, logistics, and marketing, enhancing product quality and production efficiency through data integration [10]. Group 2: Cultural and Historical Significance - Jian Nan Chun's history dates back 1,500 years, with its origins as the imperial liquor of the Tang Dynasty, which adds a prestigious quality to its brand [13]. - The company has developed a complete product matrix to meet diverse consumer needs, including collaborations with cultural institutions to enhance brand value through cultural products [13][14]. - The establishment of the Tian Yi Lao Hao Museum in Jian Nan Old Street showcases the rich history of Chinese liquor, integrating cultural heritage with modern branding efforts [17][18]. Group 3: Industry Context - The Deyang region, where Jian Nan Chun is located, has been recognized as a "Chinese Famous Wine City" and is experiencing significant growth, with a projected output value of over 30 billion yuan for the local liquor industry by 2024 [19][20]. - The region's favorable natural conditions, including its location in the golden liquor-making belt, contribute to its reputation and production capabilities, with a 31.2% year-on-year increase in liquor production [19][20]. - Experts suggest that Deyang should leverage its brand advantages to enhance regional development and expand into international markets [20].