As a traditional industry with a long history, the Chinese baijiu industry is undergoing a major transformation from maturity to youth, from China to the world. In this period of change and transformation, leading baijiu companies have taken a youthful and international approach, making frequent moves and crossing boundaries in order to maintain their competitiveness and achieve sustainable development in the future. On the product structure side, operating income for products worth 10-30 billion yuan was 401/1288/60 million yuan respectively.

Recently, Shanxi Xinghuacun Fen Wine Factory held a 24-hour beach party event to actively explore new ways of play and new ideas in order to reach young consumer groups and accelerate the process of rejuvenation. Leveraging the world's largest celebrity magazine in terms of global circulation, the brand aims to showcase the charm of Chinese baijiu to the world and transmit traditional Chinese culture.

Actively expanding into the youth market and deeply participating in the internationalization of baijiu, the identity and brand labels of young Fen and international Fen have further opened up the imagination space of Fen Wine, which is of great significance in expanding the communication volume of Chinese baijiu and seizing market share in the global alcohol consumption market.

A new era of youth for 6000-year-old Fen Wine

On August 10th, Shanxi Xinghuacun Fen Wine International Trading Co., Ltd. (hereinafter referred to as "Fen Wine International") put consumers at the center of a 24-hour beach party event with the theme of "Fen Wine accompanying you through summer" in Wanning Shenzhou Peninsula. The event was organized in cooperation with the fashion magazine "Wonderful OK!", to create new ways to reach young consumers.

Fen Wine, with its 6,000-year brewing history, represents Chinese quality and spirit. It not only aims to share quality wine with consumers around the world, but also serves as a vehicle for cultural exchanges between China and other countries. It is the most influential and popular Chinese baijiu brand in the world. "Wonderful OK!" is the world's largest celebrity magazine in terms of global circulation, featuring high fashion and leading pop culture.

When tradition meets fashion, it is a wonderful journey that combines fashion, culture, quality and style, and a "super feast" that leads the fashion trend! The Fen Wine exclusive bar is designed with interactivity, innovation, and fun in mind, using a fresh color scheme related to the blue sky and waves, vivid and colorful, and full of vitality. It perfectly demonstrates the youthful, fashionable, and international side of Fen Wine, giving people a refreshing feeling.

At the party, professional bartenders used Fen Wine as the base wine to create a variety of cocktails with different styles. Many fashionistas and domestic and foreign consumers were deeply attracted and raised their glasses to share this great wine. It can be seen that while exploring innovative drinking methods, Fen Wine is also expanding brand awareness and deeply excavating brand culture and values, allowing young consumers to feel the charm of Fen Wine.

Industry experts believe that experiential activities are an important way for liquor companies to bring themselves closer to consumers. In such activities, if the social media dissemination effect of consumer participation is enhanced and brand education is combined with social energy, it will further enrich the level of experience activities. As reflected in the feedback from the event site, the Fen Wine accompanying you through the summer event - the 24-hour beach party - has achieved good results in enhancing interaction with consumers, narrowing the distance with consumers, and improving dissemination effect. Particularly through the interactive session, Chinese and foreign consumers deepened their understanding of Fen Wine's long history, splendid culture, and superb craft, promoting the expansion of Fen Wine's brand influence.

Heading towards the world blue ocean, "International Fen" is at full speed

Shanxi Xinghuacun Fen Wine Factory's flashing presence at the Wanning Shenzhou Peninsula is one of its measures to become more youthful and international.

The rich and interesting activities have ignited the enthusiastic atmosphere at the Fen Wine 24-hour beach party event site. Visitors and drinkers have been pouring in, and consumers have been deeply attracted by Fen Wine, unable to resist the temptation of mixing their own exclusive Fen Wine cocktails, showing true feelings of support for the youthful and international development of Fen Wine. At the same time, Fen Wine has also leveraged the global fashion circle with "Wonderful OK" magazine, attracting the attention of elite crowds. This means that the company's journey to becoming more youthful and international has taken yet another step forward.

It is reported that the "Fen Wine accompanying you through the summer" series of activities have already taken place in many countries such as the United Kingdom and Canada, and foreign consumers have actively participated in the experience and communication, deepening their understanding of this well-known Chinese baijiu brand. There is no doubt that the internationalization journey of Fen Wine has become wider.

In fact, this event is a vivid example of the youthfulness and internationalization of Fen Wine. During this year's Spring Festival, Fen Wine and Douyin jointly launched the #We All Love Fen Wine Douyin Challenge. On March 21, the three-day "Just Like Fen Wine·2024 Fen Wine City Tour Plan" came to a perfect end in Chengdu, playing with young people and accurately reaching young consumers to achieve a strategic breakthrough in the younger branding of Fen Wine.

Furthermore, Fenjiu has conducted multiple tasting and promotion events overseas to enhance its international image. For example, during this year's Spring Festival, Fenjiu initiated the "Seeking the Year" activity overseas and conducted tasting events in the United States, Germany, Australia, Canada, and France, receiving unanimous praise from overseas consumers. Currently, Fenjiu's overseas market covers more than 50 countries and regions around the world, with sales networks spread throughout five continents and global key duty-free ports.

How to make young people love baijiu and make foreign consumers love baijiu? Fenjiu focuses on the consumer, enhances their experience, shortens the distance between baijiu and consumers, achieves high-intensity display to young consumers and strengthens their awareness towards baijiu, actively explores the international market and participates deeply in the internationalization of baijiu, deepening the international market's recognition and acceptance of Chinese baijiu.

This is the wisdom and strength of Fenjiu!