Core Viewpoint - The article highlights the journey of Xufu Liquor Industry over 46 years, emphasizing its commitment to quality and innovation in the Chinese liquor industry, showcasing its resilience and adaptability in a changing market [1][3][5]. Company Development - Xufu Liquor Industry was established in 1979, rooted in the ancient brewing techniques of the Yibin Cuiping Mountain [1]. - The company launched its first product, the Xufu Daqu (Blue Label), in 1981, which won the National Quality Silver Award at the Fourth National Wine Evaluation two years later, establishing its reputation in the industry [3]. - Xufu has maintained a rigorous quality standard since its inception, focusing on traditional craftsmanship while implementing full-chain control over the brewing process [3][5]. Strategic Initiatives - After being acquired by Sichuan Liquor Group in 2018, Xufu strengthened its operational philosophy centered on quality, achieving six consecutive years of steady growth during a period of industry adjustment [5]. - The company has upgraded its brand positioning from "Authentic Strong Aroma, Fine Brewed Sichuan Liquor" to optimizing its product system, integrating ancient brewing techniques with modern management practices [5]. - Xufu is guided by the ESG (Environmental, Social, and Governance) principles, aiming for a comprehensive renewal of its operations [5]. Industry Context - The article discusses the opportunities and challenges faced by the traditional brewing industry amid rapid economic development and changing market demands [6]. - Xufu's development philosophy is positioned to adapt to these industry trends, aiming to become a prominent representative of China's world-class liquor industry [6]. Competitive Advantages - The article outlines Xufu's "six core advantages" and "four differentiated values," focusing on its ecological brewing foundation and value co-creation development model [8]. - Xufu's journey reflects the broader transition in the Chinese liquor industry from scale expansion to quality enhancement, serving as a model for high-quality development [8].

Core Insights - The article emphasizes the strategic focus of Chuanjiu Group on creating a "national staple liquor" to tap into the mass market for light bottle liquor, aligning with key industry trends [1][4] - The white liquor industry is currently undergoing a deep adjustment period, where "mass appeal" and "quality" are critical factors for breaking through market challenges [1][4] Company Strategy - Chuanjiu Group aims to leverage the mass light bottle liquor market as a strategic pivot, responding to the slowing overall growth of the white liquor market and the ongoing quality upgrade in the mass consumption segment [4] - The company positions the (Blue Label) Xufu Daqu as a benchmark for staple liquor, reflecting its commitment to producing affordable, high-quality liquor for the general public [4][5] Brand Development - The launch of the "National Quality Xufu Blue Label" cultural season marks a new development path for the Xufu brand, showcasing its historical significance and competitive edge in the market [2][5] - The (Blue Label) Xufu Daqu has a legacy of quality, having won the "National Quality Wine" title in 1981, which has become a powerful endorsement of its quality in today's market [5][6] Consumer Engagement - The company is implementing three key initiatives to enhance the "reliable" image of the Xufu brand: making reliability tangible, visualizing reliability through consumer engagement, and ensuring verifiable quality through transparency [6][7] - By creating a "Blue Friend" IP persona, the brand aims to foster emotional connections with consumers, transforming them from mere participants to co-creators in the brand narrative [7] Market Positioning - The innovative approach of combining culture, experience, and transparency is designed to establish a differentiated trust barrier in an increasingly homogeneous light bottle liquor market [7] - As the brand continues to develop and operate in the market, it is expected to gain widespread recognition as a benchmark product in the staple liquor segment [7]

Group 1 - The core viewpoint of the article highlights the collaboration between Xufu Liquor and CCTV's variety show "One Smile a Week," emphasizing the emotional connection and brand value through the "Old Friends Gathering" theme [1][4] - The integration of Xufu Daqu into the show aims to convey the brand message "high standards among friends, reliable to drink Blue Label," enhancing the consumer experience with a focus on cultural and emotional storytelling [4][6] - The online campaign "Drink Blue Label Good Wine, Watch One Smile a Week" encourages audience participation, further strengthening the brand's connection with consumers and enhancing its national recognition [4][6] Group 2 - Xufu Daqu, as a core product of Xufu's strategy, has gained market favor since its 2024 update, showcasing improved aesthetics and flavor, reflecting the brand's commitment to quality and competitive pricing [8][10] - Recent accolades, including "China Famous Wine: Eight Major Strong Aromas" and "Hua Xia Award: Most Benchmark Value Brand of the Year," validate the market's demand for quality liquor and highlight the growth potential in the quality light bottle segment [8][10] - The company emphasizes a strategy of steady growth through market insight and consumer engagement, maintaining a focus on producing affordable, high-quality liquor for the public [10]