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From maturity to youth, from China to the world, as a traditional industry with a long history, China's liquor industry is undergoing a major transformation of the times. In this change and transformation, the leading liquor companies have taken youth and internationalization as breakthroughs, making frequent moves and constantly crossing borders, striving to maintain competitiveness and achieve sustainable development in the future.

Recently, Shanxi Fenjiu held a 24-hour beach party to actively explore new ways of playing and new ideas, to reach young consumer groups and accelerate the transformation to younger consumers. With the help of the world's largest celebrity magazine, it conveys Chinese traditional culture and shows the charm of Chinese liquor to the world.

Actively exploring the young market and deeply participating in the internationalization of liquor, the identity and brand labels of Young Fen and International Fen will further open up the imagination space of Fenjiu, and will also be of great significance to expanding the dissemination volume of Chinese liquor and seizing the world's wine consumption market share.

6000-year-old Fenjiu, a new era of youth

On August 10, Shanxi Xinghua Village Fenjiu International Trade Co., Ltd. (hereinafter referred to as "Fenjiu International"), with consumers at the center, collaborated with the cross-border fashion magazine "OK!" to hold a 24-hour beach party with the theme of "Fenjiu accompanies you through the summer" at Shenzhou Peninsula in Wanning.

Fenjiu has a 6,000-year brewing history and represents Chinese quality and spirit. It is not only committed to sharing fine wines with global consumers, but also a carrier of cultural exchanges between Chinese culture and other countries in the world. It is also the most influential and popular Chinese liquor brand in the world; "OK!" Fashion Magazine is the world's largest-circulation celebrity magazine, high-end and fashionable, and at the forefront of popular culture.

When tradition meets fashion, it is a wonderful journey that combines fashion, culture, quality and sentiment, and it is also a "super feast" that leads the fashion trend! The exclusive bar of Fenjiu is interactive, innovative and interesting. It uses fresh colors related to the blue sky and waves, which are bright and colorful, full of vitality, perfectly showing the youthful, fashionable and international side of Fenjiu, giving people a refreshing feeling.

At the party, professional bartenders used Fenjiu as the base liquor to mix a variety of Fenjiu cocktails with different styles. Many fashionistas and domestic and foreign consumers were deeply attracted and drank from their glasses to enjoy this eternal "liquor". It can be seen that while exploring innovative drinking methods, Fenjiu is also expanding brand awareness, vigorously exporting brand culture and digging deep into value, so that young consumers can feel the charm of the fragrant Fenjiu.

Industry experts believe that experience activities are an important way for wine companies to get closer to consumers. In such activities, if the communication effect of social platforms involving consumers can be improved and brand education and social energy can be combined, the level of experience activities will be further enriched. According to the feedback from the event site, the "Fenjiu Spends the Summer with You" event - 24-hour beach party has achieved good results in enhancing interaction with consumers, narrowing the distance with consumers, and improving communication effects. In particular, through the interactive session, Chinese and foreign consumers have a deeper understanding of Fenjiu's long history, splendid culture and exquisite craftsmanship, which has promoted the expansion of Fenjiu's brand influence.

Going to the global blue ocean, "International Fen" is making efforts

Fenjiu’s appearance in Shenzhou Peninsula, Wanning, is one of its initiatives towards rejuvenation and internationalization.

The rich and interesting activities brought a warm atmosphere to the Fenjiu 24-hour beach party. Visitors and drinkers came in an endless stream. Some consumers were deeply attracted by Fenjiu and couldn't help but mix a cup of exclusive Fenjiu cocktail by themselves, adding real support to the rejuvenation and international development of Fenjiu. At the same time, Fenjiu took advantage of the "Wonderful OK!" magazine to promote and endorse it in the global fashion circle, attracting the attention of the elite group, which means that the company's rejuvenation and internationalization journey has reached a new level.

It is reported that the "Fenjiu Accompanies You Through the Summer" series of activities has been carried out in many countries including the United Kingdom and Canada. Foreign consumers are also actively participating in the experience and communication, and have a deep understanding of this well-known liquor brand from China. There is no doubt that Fenjiu's internationalization path has become wider and wider.
In fact, this event is a microcosm of Fenjiu's rejuvenation and internationalization. During the Spring Festival this year, Fenjiu and Douyin jointly launched the #WeAllLoveFenjiuDouyinChallenge; on March 21, the three-day "Just as Fen 2024 Fenjiu City Tour Plan" came to a perfect conclusion in Chengdu, playing with young people, accurately reaching young consumers, and achieving a strategic breakthrough in brand rejuvenation.
In addition, Fenjiu has carried out a number of tasting promotion activities overseas to enhance its international image. For example, during the Spring Festival this year, Fenjiu launched the "Search for the New Year" activity overseas, and carried out tasting activities in the United States, Germany, Australia, Canada, and France, which received unanimous praise from overseas consumers. At present, Fenjiu's overseas market covers more than 50 countries and regions in the world, and its sales network covers five continents and important duty-free ports around the world.

How to make young people fall in love with liquor and make foreign consumers fall in love with liquor? Fenjiu is consumer-centric, enhancing consumers' experience, narrowing the distance between liquor and consumers, and achieving high-intensity display and strong mental rooting for young consumer groups. Actively explore the international market, deeply participate in the internationalization of liquor, and deepen the international market's understanding and recognition of Chinese liquor.

This is the wisdom of Fenjiu and also the power of Fenjiu!