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On July 15, Fenjiu Group held the 2024 "Fenjiu Pilot" Fuqu Ceremony. Yuan Qingmao, Secretary of the Party Committee and Chairman of Fenjiu, company leaders Li Zhenhuan, Han Xiangyu, Liu Weihua, and Wang Huai, some senior executives of Fenjiu Co., Ltd., and Ren Zhihong, head of the 2024 "Fenjiu Pilot" preparatory group and secretary-general of the Cultural Working Committee and Cultural Heritage Protection Working Committee of the China Alcoholic Drinks Association, Zhang Zhigang, deputy secretary-general of the Cultural Working Committee and Cultural Heritage Protection Working Committee of the China Alcoholic Drinks Association, heads of relevant departments of the company, representatives of retired Fenjiu Daqu masters, on-the-job master craftsmen, and team leaders of each shift on the front line of Daqu attended the ceremony.

At the meeting, Liu Weihua, member of the Party Committee and deputy general manager of Fenjiu Group, proposed the positioning of Fenjiu Daqu as the basis of "national music" on behalf of Fenjiu, which aroused great attention in the industry.

Liu Weihua pointed out that holding the 2024 "Fenjiu Pilot" Fuqu Ceremony is the beginning of a new round of quality innovation and improvement for Fenjiu. He also elaborated on the positioning of Fenjiu Daqu as the foundation of "national qu" from four aspects.

First of all, the positioning of Fenjiu Daqu as the "national song" is determined by the historical status of Fenjiu Daqu.

In terms of length, the history of Fenjiu koji making and brewing in Xinghua Village has the same origin, both of which originated in the Yangshao culture period 6,000 years ago. Xinghua Village has a 6,000-year history of koji making; in terms of breadth, Fenjiu Daqu and Fenjiu brewing techniques are integrated. With the five hundred years of Shanxi merchants' expansion across the world, Fenjiu koji making techniques have spread to most of China; in terms of depth, Fenjiu Daqu not only has excellent practice, but also excellent theory. As early as more than 300 years ago, it formed its own complete Daqu theory.

Secondly, the positioning of Fenjiu Daqu as the "national song" is determined by the complex craftsmanship of Fenjiu Daqu.

Among Chinese liquors, only Fenjiu uses a scientific ratio of three types of koji; the number of times the koji is turned over more than 11 times is unique; the koji room, raw grains, ratio, shape, arrangement, and auxiliary materials of Fenjiu are all unique traditional cultural heritages; the koji making theory 300 years ago emphasized the choice of water and ranked well water first, and Fenjiu has always used the deep well water of Xinghua Village to make koji. So many advantages combined together form the technological foundation of the "national koji".

Thirdly, the positioning of “national opera” is determined by the leading innovation of Fenjiu Daqu.

Mr. Fang Xinfang, an important founder of Chinese microbiology and later an academician of the Chinese Academy of Sciences, published two papers on Fenjiu brewing in 1934, which were the opening works of practical scientific research on Chinese liquor; the realistic description of the production of Chinese koji, various experiments, exploration and innovation, and outstanding achievements of the "Fenjiu Pilot" in 1964 led the way of inheritance and innovation of Chinese koji and became the beginning of the successful modernization practice of Chinese koji. The research and development and successful application of projects such as koji press, proportioning scale, and automatic control system development have led the industry to the path of scientific and technological progress.

Finally, the positioning of the "national song" is a practical requirement for implementing the Fenjiu revival program.

The essence of "national music" is not only history, not only reality, but also the future. Although Fenjiu has achieved good results in recent years, the competitive landscape with benchmarks in front, rivals on the side, and pursuers behind has not changed. It is Fenjiu's strategic goal for a long period of development to promote the high-quality development of Fenjiu in all directions and take root in the first echelon of China's wine industry well and quickly. Fenjiu Daqu has a strong traditional foundation and a solid research foundation. It should adhere to the strategic direction of "innovation in inheritance and inheritance in innovation" without wavering, make the traditional more traditional, and the modern more modern, and strive to become an outstanding example of systematic innovation, inheritance innovation, and developmental innovation in China's wine industry.

Liu Weihua emphasized that Fenjiu's Daqu is like a stroke of genius in the wine industry, the crown jewel in the brewing process, and an incomparable treasure. It is a perfect fusion of exquisite craftsmanship and the gift of nature, and a masterpiece that has been carefully crafted through thousands of trials and tribulations. Its excellent quality is a model among Daqu, and it is the soul core that leads Fenjiu to glory. It has a supreme and unshakable respected position in the field of wine brewing.

It is understood that in 2022, Fenjiu proposed the "123" general program for the revival of Fenjiu, and determined the goal of "taking root in the first echelon of China's wine industry well and quickly". In just two years, Fenjiu Group's sales revenue in 2023 will increase by 12 billion compared with 2021; sales revenue in the first quarter of 2024 will be 15.3 billion, which has reached 48% of the annual sales revenue in 2023; Fenjiu Group's net profit in 2023 is twice that of 2021, and the net profit in the first quarter of 2024 is 6.3 billion, which is 1 billion more than the net profit for the whole year of 2021.

From the product aspect, Qinghua Fenjiu has become a single product with sales of over 10 billion yuan, which is a very important symbol for both Fenjiu and light-fragrance liquor, indicating that light-fragrance liquor has its own representative product in the high-end field and has a place. According to the current development momentum, Qinghua Fenjiu is still in the early stage of explosion, and there is more room for expectation.

The sustained and healthy growth of economic benefits is a major aspect of the Fenjiu Rejuvenation Program, but not all of it. Liu Weihua emphasized that the strategic goal of the Fenjiu Rejuvenation Program, "to promote the high-quality development of Fenjiu in all aspects and to take root in the first echelon of China's wine industry in a good and fast manner", is the all-round high-quality development of "development program, market program, quality program, cultural program, reform program, management program, talent program, and people's livelihood program", which means that the entire supply chain, industrial chain, management system and management capabilities are rooted in the first echelon of China's wine industry. The 2024 "Fenjiu Pilot" production technology project is the main means for Fenjiu to "take root in the first echelon of China's wine industry in a good and fast manner" in terms of quality.