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Brand cultural content is not only the most important factor in product added value, but also the most dynamic and innovative value.

At present, with the further enhancement of consumers' brand awareness, China's liquor industry is facing multiple changes, including intensified industrial differentiation, increased industrial concentration, and accelerating brand competition. Data shows that the output and total profit of the liquor industry in the first half of the year both decreased year-on-year. In the face of risks and challenges, Gujing Group maintains strategic focus and promotes the company to continue to maintain a steady trend of high-quality development.

With the return of Chinese cultural confidence, the cultural attributes of liquor are increasing. The brand cultural content is not only the most important factor in product added value, but also the most dynamic and innovative value.

From sponsoring the "Chinese Poetry Competition" and the CCTV Spring Festival Gala, to promoting the three major ceremonies of the "Peach Blossom Spring Festival", "Autumn Brewing Ceremony" and "Raw Grain Harvest Festival" to become the business cards of Bozhou's liquor culture; from joining hands with the World Expo five times, to the unveiling of the Berlin Center, Paris Center, London Center and Macau Center of the Gujing Gongjiu Vintage Raw Liquor Culture Research Institute, Gujing Gongjiu has demonstrated the powerful vitality of the roots of Chinese brewing culture with its brand image of "Chinese brewing, world fragrance", and has taken on the mission of passing on liquor culture to the world, making the fragrance of liquor waft across all corners of the world.

The reason why Gujing Gongjiu has achieved so much in brand building is not only because it has always maintained superior product quality, but also because it has conveyed a profound cultural heritage and the spirit of truth, goodness and beauty in its brand value. Only when culture takes deep root can it continuously provide nutrients to the branches and leaves.

Deep roots and lush leaves spread the aroma of wine

Brand culture is the code for Gujing Gongjiu’s brand management.

As one of the "Top Ten Spirits Producing Areas in the World", Bozhou has unique resource endowments and cultural advantages. It is the hometown of Laozi and Zhuangzi, the source of Taoism, and has a long history of Wei and Jin culture. Taoist thought inspired the winemaking wisdom of "Tao follows nature, and heaven and man are one", while the medical saint Hua Tuo advocated the Chinese way of health preservation of drinking moderately.

The "contribution" culture originated from Cao Cao's wine offering more than 1,800 years ago. In the first year of Jian'an (196 AD), Cao Cao presented the "Jiuyun Spring Wine" produced in his hometown of Bozhou to Emperor Xian of Han, Liu Xie, and reported the specific brewing method. This became the historical source of Gujing Gongjiu and the beginning of Gujing's "contribution culture". At present, the "Jiuyun Wine Method" has been officially certified by the Guinness World Records as the oldest existing distilled liquor brewing method in the world.

In combination with the long-standing wine culture of Bozhou area, Gujing Gongjiu seeks the brand cultural genes from the historical context of tribute wine, takes "China's No. 1 Tribute" as its banner, takes the word "tribute" as its core, and establishes cultural construction with "loyalty, contribution, and sharing" as its characteristics, changing "tribute to the best" into "tribute to the masses", and turning the fine wine that was historically enjoyed exclusively by a few people into a fine wine that can be shared by the general public.

The unity of value cognition and cognition implementation is the complete connotation of culture. In the "contribution culture" of Gujing Gongjiu, which extracts "being a true person, brewing fine wine, being good to oneself, and benefiting the world", "being a true person, brewing fine wine, and being good to oneself" is progressive, from individuals to teams, from self-cultivation to collective image, which embodies the values ​​of business and industry, the universal values ​​of citizens and the core values ​​of socialism, and is the essence of traditional culture; "benefiting the world" reflects Gujing Gongjiu's responsibility, feelings and commitment to love all living beings and benefit the people.

Guided by the core values, Gujing Group has taken it upon itself to develop and innovate traditional wine culture. On the one hand, the "Spring Peach Blossom Festival" and "Autumn Brewing Ceremony" of Gujing Gongjiu reproduce the beauty of its brewing techniques that have been passed down for thousands of years in modern language every year, while the "Raw Grain Harvest Festival" in early June shows the beauty of Gujing Gongjiu's adherence to traditional brewing techniques. The three major ceremonies originated from tradition, and innovation has brought new vitality. They have become the cultural IP of Gujing Gongjiu and the business card of the liquor culture in Bozhou.

In addition to empowering high-quality cultural programs, Gujing Gongjiu also focuses on extending the breadth of brand value and innovating communication forms. So far, Gujing Gongjiu has appeared on CCTV Spring Festival Gala for nine consecutive times, continuously building the IP of the Spring Festival Gala, and has won three Guinness World Records for "Global Reading of Bo", "Nine Brewing Wine Methods", and "Lighting up New Year's Eve".

As a traditional grand event of the Chinese nation, CCTV Spring Festival Gala is a medium for countless wanderers to express their homesickness. Gujing Gongjiu has appeared on the Spring Festival Gala stage for nine consecutive years, celebrating the reunion event with the 1.3 billion Chinese people, fully creating the sense of ritual of the New Year culture of "Celebrating the New Year, Drinking Gujing, and Watching the Spring Festival Gala". For nine years, Gujing Gongjiu has gone hand in hand with the Spring Festival Gala. A glass of New Year wine is paired with a reunion dinner. A more three-dimensional and diverse "demeanor" of Gujing is being presented to the wine industry and consumers.

On the other hand, on this basis, Gujing Gongjiu’s corporate mission of “contributing fine wine and enjoying life” has provided a strong value driver for the company to standardize its business operations, improve its humanistic qualities, and shape its brand image.

In order to realize the ideal world of "truth, goodness and beauty", Gujing Gongjiu not only contributes fine wine to the public, but also transforms the ideal pursuit of "truth, goodness and beauty" into concrete actions.

Over the years, Gujing Gongjiu has not only become a role model in the liquor industry of "pursuing truth in quality, goodness in character, and beauty in brand" under the guidance of the corporate value management of the "Three Products" project, but has also made positive contributions in donating to support education, helping the disabled, assisting in disaster-stricken area reconstruction, and rural revitalization. The dream of "becoming China's most popular and respected liquor company" has gradually become a reality.

In 2016, Gujing Group became a "National Corporate Culture Demonstration Base" and won the "Outstanding Contribution Award for Social Responsibility" in China's wine industry. Good culture permeates the blood of the enterprise and is reflected in the feelings of employees, consumers, the enterprise itself, and the government and society. Good culture not only provides impetus for the development of the enterprise, but also affects everyone and everything in the enterprise, illuminating the future of the enterprise.

Only by deeply exploring and inheriting the long and splendid living wine culture and strengthening the company's own cultural marketing and brand building capabilities can we continuously enhance the cultural added value of products, accumulate strength and provide strong and inexhaustible power for corporate development and innovation, and achieve both economic and social benefits.

Quality-oriented, continuous improvement

In the context of globalization, Chinese liquor brands need to complete international expansion, and liquor culture also needs to keep pace with the times and continue to innovate to maintain its vitality and appeal. Although backed by a complete cultural construction system, corporate culture still needs to keep pace with the times, continuously enrich development and innovate and improve with the development of the times.

In 2016, the government work report proposed the need to foster the spirit of craftsmanship, which is essentially a spirit of constant pursuit of excellence, a determination to discard distractions and focus on one's work, and a pursuit to continuously absorb cutting-edge technologies and create new achievements.

With the "golden combination" of "Nine Brewing Methods, National Protected Cellars, Peach Blossom Spring Song, and Wuji Cellars", Gujing Gongjiu has achieved its unique quality expression and profound brewing heritage. On this basis, Gujing Group has always taken "brewing fine wine" as its foundation, and has spared no effort in pursuing excellence in every process and every detail of brewing.

In this regard, Liang Jinhui, Secretary of the Party Committee and Chairman of Gujing Group, proposed the Three Quality Project of "seeking truth in quality, seeking goodness in conduct, and seeking beauty in brand". Through the unremitting pursuit of conduct and quality, he will forge the golden signboard of Gujing Group and thus promote the high-quality development of Gujing Gongjiu.

Under the guidance of these values, the people of Gujing have united as one to fully implement the "June 1st Strategy", focusing on building the "China Wine City". The "Three Products and Five Fragrances" have blossomed together, and the "Four Beams and Eight Pillars" have continued to be consolidated, helping to promote the improvement of Gujing Gongjiu in terms of value dimensions such as safety, flavor, and health.

In 2023, Gujing Group will continue to implement the "Three Products" project around the "Storing Wine and Educating People" strategy, deepen the company's lean production, and further improve the efficiency of the supply chain. With scientific scheduling and efficient collaboration, key efficiency indicators are continuously optimized, and it has won the "National Product and Service Quality Integrity Demonstration Enterprise", "National Quality Inspection Stable Qualified Product", and "Gujing Gong" has been successfully selected as a "Chinese Time-honored Brand".

In terms of leading scientific and technological innovation, the quality management team of Gujing Group has always maintained a leading position in the industry; the number of scientific research results and patents has been outstanding, ensuring the production of the best products that are praised by consumers, establishing the consumer perception of "Gongjiu brand, first-class quality", and accumulating a golden reputation for enhancing the brand's market position.

Inheriting wine-making skills, maintaining a green ecology, leading technological innovation, creating a better life, adhering to the spirit of craftsmanship, and shouldering social responsibilities, Gujing Group's values ​​of "being a real person, brewing fine wine, improving oneself, and helping the world" are not only a continuation of Bozhou's excellent traditional culture, but also a practice of the core socialist values, and it is also the Gujing people's beautiful yearning and lofty pursuit for the future.

Fine wine has been closely linked to "beauty" since ancient times. Gujing Group's "truth, goodness and beauty" are allowing the whole country and even the world to appreciate the open-minded sentiments of "the ultimate truth, goodness and beauty".