Amid slowing growth and intensifying competition in the baijiu industry, Jinsha Distillery used a grand launch event to showcase its answer to actively exploring the future during this adjustment period. On December 10, 2024, the "Strive Upstream, Drink Zhuoyao" Jinsha Distillery Upstream Strategy Launch was successfully held in Jinsha County, Guizhou. With the release of the new strategy, Jinsha Distillery not only took a key step in brand building but also, with its innovative strategic approach, opened a new path for high-quality development for China's baijiu industry.

"Upper Reaches of the Chishui River" Sings the Spirit of "Striving Upstream"

At the launch, Jinsha Distillery's new brand proposition, "Strive Upstream, Drink Zhuoyao," was officially unveiled. The upper reaches of the Chishui River, as the birthplace and premium production area of sauce-flavor baijiu, have long been hailed as the holy land of China's high-end baijiu due to their unique geographical and climatic advantages. Rooted in this fertile land, Jinsha Distillery elevates "upstream" from a geographical concept to a cultural and spiritual symbol, conveying the brand value of pursuing excellence and continuous upward progress.

Hou Xiaohai, Chairman of China Resources Beer, noted at the event: "Jinsha Distillery is the vanguard of China Resources Wine's exploration of the new world of baijiu. 'Strive Upstream, Drink Zhuoyao' is not only the company's brand proposition but also an innovative path leading the development of the entire baijiu industry."

The launch was attended by a gathering of political, business, and academic figures, witnessing this historic moment for Jinsha Distillery. Guests included senior executives from China Resources Beer, domestic baijiu industry experts, brand consultants, cultural scholars, and other notable figures, as well as core distributor representatives and media personnel from across the country. Attendees highly praised Jinsha Distillery's "Upstream Strategy," considering it an active exploration during the reshaping of the competitive landscape in China's baijiu industry.

Wang Chaocheng, a senior expert in China's baijiu industry, commented: "Jinsha Distillery not only benchmarks its quality against international standards but also, through cultural empowerment, achieves a high degree of integration between brand connotation and consumer emotion. The 'Upstream Strategy' undoubtedly provides the industry with a new competitive paradigm."

The Logic Behind Jinsha Distillery's "Upstream"

In his keynote speech, Fan Shikai, Vice President of China Resources Beer and Chairman of Jinsha Distillery, stated that after nearly two years of continuous market research and strategic exploration, Jinsha Distillery has derived specific brand strategic goals in practice: leverage the inherent locational advantage of being in the "upper reaches of the Chishui River," drive enterprise development through the production area, honor the times with the upstream spirit, strive for the top, pursue new-quality development, fully build core upstream competitiveness, comprehensively promote high-quality corporate development, and achieve the ambitious goals of building a "first-class enterprise, first-class brand, and first-class product."

The "Upstream Strategy" released by Jinsha Distillery includes four core directions: quality upgrade, brand renewal, marketing innovation, and technology empowerment, comprehensively building its competitiveness in the high-end sauce-flavor market.

Upstream Quality: The "Geographical Advantage" Endowed by the Chishui River

Jinsha Distillery ensures the stability and uniqueness of product quality through in-depth exploration of the ecology of the upper reaches of the Chishui River production area, combined with traditional craftsmanship and modern digital-intelligent technology. The company also collaborates with research institutions to develop the innovative flavor of "mellow sauce fragrance" to meet diverse consumer needs.

Upstream Brand: Book and Wine Culture Reforges the Brand Soul

As the core brand of Jinsha Distillery, Zhuoyao is characterized by its book-shaped packaging and the cultural connotation of "selecting the finest from all things," integrating traditional Chinese scholarly culture to create a unique brand memory point. Through rich cultural activities and brand storytelling, Jinsha Distillery makes Zhuoyao a landmark product in the high-end sauce-flavor baijiu segment.

Upstream Marketing: Digital-Driven Innovative Model

Jinsha Distillery subverts the traditional channel-led baijiu marketing model, fully focusing on C-end consumers and leveraging digital tools for refined operations. Through channel sinking and innovative scenario-based marketing, it further stimulates consumer brand loyalty and market potential.

Technology Empowerment: The "Beer-Baijiu" Integration with China Resources Synergy

As one of the core enterprises of China Resources Wine, Jinsha Distillery leverages China Resources Beer's successful experience and resource advantages to comprehensively enhance organizational efficiency and supply chain management capabilities, injecting sustained momentum into its brand and product development.

At the launch, Li Pu, the newly appointed General Manager of Jinsha Distillery, also stated that as the industry enters the stage of "stock competition," the core of the "Upstream Strategy" lies in seizing the commanding heights of the sauce-flavor baijiu market, making Zhuoyao's "upstream production area, upstream quality, and upstream brand" deeply rooted in people's minds, and becoming the high-end representative of the sauce-flavor category.

"The transformation of the baijiu industry from extensive growth to high-quality development is a reshuffle," noted Cai Xuefei, a well-known baijiu industry commentator. "By creating the 'upstream' model and seizing market high ground, Jinsha Distillery's comprehensive competitive advantage driven by culture, quality, and innovation will drive the brand's rapid rise."

The "Upstream Strategy" Broadens the Innovation Path for the Baijiu Industry

Jinsha Distillery's "Upstream Strategy" is not only an upgrade of the company's own development but also an innovative demonstration for China's baijiu industry. Through the multi-dimensional combination of quality, brand, marketing, and technology, it finds a breakthrough path for baijiu enterprises against the backdrop of slowing growth.

Regional Economy and Brand Synergistic Development: Relying on the Chishui River production area, Jinsha Distillery combines regional advantages with brand building, promoting a win-win situation for the local economy and corporate benefits.

Cultural Value Empowers Brand Development: Through deep binding with culture, Zhuoyao transcends the functional consumption of traditional baijiu, expanding market value in emotional and spiritual dimensions.

Digital Empowerment for Omnichannel Development: Jinsha Distillery's digital marketing innovation provides new ideas for other liquor companies: consumer-centric, integrating online and offline channels, and improving operational efficiency.

With the brand proposition "Strive Upstream, Drink Zhuoyao," Jinsha Distillery paints a blueprint for the future. The company plans to achieve a dual increase in brand influence and market share within the next three years, becoming a leader in the high-end sauce-flavor market.

The quietly flowing Chishui River not only carries the history of sauce-flavor baijiu but also nurtures Jinsha Distillery's future ambitions. Through adherence to quality, respect for culture, and pursuit of innovation, Jinsha Distillery is writing a new chapter for the baijiu industry with the "upstream spirit."