Leading the era of light fragrance! Fenjiu quality life appreciation, witnessing the upgrading of light fragrance Baijiu consumption.

On April 19th, Fenjiu, in collaboration with Sina Finance, held the "Fenjiu Quality Life Gala" in Guangzhou.

Li Zhenhuan, Full-time Deputy Secretary of the Party Committee and Vice Chairman of Fenjiu Group; Deng Qingxu, CEO of Sina Finance; Wang Tao, Chief Cultural Expert of Fenjiu; Ma Guangyuan, a renowned economist; Cao Xinhua, Vice President of the Chinese Poetry Society, Distinguished Professor and Doctoral Supervisor at Shanghai University; Yuan Li, Researcher and Doctoral Supervisor at the Chinese National Academy of Arts; and Liu Qingyao, music producer and young pipa artist, among other guests, participated in the event.

As an outstanding representative of Chinese baijiu, Fenjiu carries rich cultural heritage and profound historical accumulation. As a leader in the Chinese baijiu industry, Fenjiu has always adhered to the development strategy of "Quality as the Foundation, Culture as the Empowerment."

Wang Tao, Chief Cultural Expert of Fenjiu, emphasized, "High quality determines everything, and high quality is above everything." He also revealed that as the most critical and front-end aspect of high quality, Fenjiu has always placed great importance on its grain base, being one of the first distilleries in China to establish such a base. Over the past decade, Fenjiu has selected high-quality grain-producing regions nationwide to build its own grain base.

Deng Qingxu, CEO of Sina Finance, stated, "The pursuit of a 'quality life' is not just about material satisfaction but also about a love for life, a positive attitude, and a commitment to sustainable and green development for the future."

Blue and White Fenjiu is positioned as a value output and guide for high-quality lifestyle groups. It is not just a baijiu but also a cultural heritage, a symbol of quality, and a carrier of emotions.

Economist Ma Guangyuan believes that China is entering an era of mass consumption, with personalized consumption about to take off. As Generation Z grows, their consumption power continues to rise, making them the new favorites of the consumer market and constructing new traffic centers, with their influence on the market deepening. As digital natives, they spend for love, prioritize aesthetics, seek entertainment, and embrace fun lifestyles. These changes present new demands for the consumption upgrade of the baijiu industry.

Data from Fenjiu also shows that the sales of the Blue and White series have exceeded 10 billion yuan, with Blue and White 20 and Blue and White 25 accounting for over 8 billion yuan, establishing a volume advantage in the sub-premium price range. The trend of premiumization and consumption upgrade in the baijiu industry will continue in the new cycle, opening up the demand ceiling for the Blue and White series.

Undoubtedly, Fenjiu is leading a great era of light aroma.

As one of China's four famous baijiu brands, Fenjiu's brewing history dates back 6,000 years, with the first fragrance of liquor passed down and developed in Xinghua Village. Today, Fenjiu has established a "from farm to table" quality control system covering the entire industrial chain, from raw material procurement, brewing, and factory inspection to logistics, personnel flow, and information flow, ensuring product safety and quality. Meanwhile, Fenjiu has also pioneered the release and implementation of internal control standards that align with international standards and are even stricter, building platforms for food safety research, early warning, and monitoring.