Proofread | Gougou Layout | Zhang Yuwei On September 16, at Shuangqingwan Park in Fuyang, the 4th Golden Seed Fuhexiang Handcrafted Pit-Opening Festival and Distillery Open Week kicked off under the theme "Fragrant Liquor Drifting, Fuyang City Shares." This year's festival attracted a large number of participants, including nearly a thousand people who attended the entire event: local government leaders from Fuyang, industry association leaders, professors from professional colleges, national media, Golden Seed brewing system and functional department staff, and consumers from the Fuyang area. At the event, He Xiuxia, General Manager of Golden Seed Liquor Industry, extended an invitation to Fuyang citizens: "Please come and see the 'new look' of this 70-year-old state-owned enterprise, chat about the 'family affairs' of these years, and taste the 'first-row fine liquor' newly brewed." A Cultural Event Is a Brand Spirit Baijiu (white liquor) is not an ordinary FMCG product; it is a cultural FMCG product imbued with spiritual value. Therefore, a baijiu brand and a baijiu product inevitably require the infusion of a spirit to fully interpret its quality and cultural value. Golden Seed has held the Fuhexiang Handcrafted Pit-Opening Festival for four consecutive years, using such a grand cultural event to both unite the spirit and thoughts of Golden Seed people and convey to consumers the brewing spirit of 'following the heavens' timing, revering nature, and maintaining a pure craftsman's heart.' The Golden Seed Fuhexiang Handcrafted Pit-Opening Festival is a cultural celebration where Golden Seed people celebrate the reopening of pits and resumption of brewing, brew the first batch of fine liquor, and pray for national peace and prosperity. To date, the festival has been successfully held four times, with growing influence. Baijiu brewing is a work of nature and time; the Golden Seed Handcrafted Pit-Opening Festival showcases to society and the public the brewing spirit of Golden Seed brewers: "following the heavens' timing, revering nature, and maintaining a pure craftsman's heart." Generations, lifetimes, doing one thing well, brewing a good bottle of liquor—this spirit, when passed on, will eventually coalesce in the Golden Seed brand and products, gaining recognition from more consumers. Summarizing Golden Seed's Transformation Achievements Uniting Hearts and Boosting Morale Golden Seed once enjoyed its own market glory, but in the fierce baijiu market competition, it missed opportunities to grow stronger due to various reasons. In 2022, after China Resources (CR) acquired a stake in Golden Seed Group, Golden Seed welcomed a historic transformation opportunity. In fact, over the past year or more, Golden Seed Liquor Industry has undergone tremendous changes. It is understood that in the first half of 2023, Golden Seed Liquor Industry achieved 137% of its target task completion rate, far exceeding expectations. After the CR team took over, Golden Seed made continuous major moves, with visible changes in multiple aspects: completed organizational transformation and product upgrades, continuously increased influence and market share in base markets, and completed channel and market layout in multiple weak and blank markets. At the Pit-Opening Festival, Xie Jinming, Chairman of Golden Seed Group, stated in his speech that since CR empowered Golden Seed Liquor Industry, it has achieved high-tech technology, scientific management, and market-oriented mechanisms, and implemented seven transformations of "two shapings, two reforms, and three lean practices," promoting both quality and efficiency in production and operation. The enterprise's appearance has taken on a new look, with the Fuhexiang, Zuisanqiu, and Seed Liquor brand matrix working together. Golden Seed Liquor Industry's high-quality development foundation is solid, and the future is promising. Image: Xie Jinming, Chairman of Anhui Golden Seed Liquor Industry Group Co., Ltd. Using such a grand event to summarize transformation and showcase the new face of enterprise development can undoubtedly greatly unite and boost the team's morale and confidence. Clarifying the Source, Showcasing and Spreading the Brand's Brewing History "A thousand-year-old cellar, ten-thousand-year-old grains; good liquor depends on the age of the cellar." Without a good cellar and a long history of baijiu heritage, it is difficult for a brand to possess unique historical and cultural value. The Golden Seed distillery area currently preserves seven ancient cellars from the Ming Dynasty's Zhengde period, dating back over 500 years. They are among the oldest, most continuously used, and best-preserved Daqu liquor fermentation cellars in the Huang-Huai region. Zhou Chongyun, Professor of Archaeology at the School of History, Anhui University, and doctoral supervisor, interpreted the value of Golden Seed's Ming Dynasty ancient cellars at the event: "The precious material and spiritual cultural heritage of Golden Seed's old cellars will surely be carried forward in the new era!" The successful holding of the fourth Golden Seed Pit-Opening Festival has subtly influenced baijiu consumption in Fuyang. At the festival site on September 16, many Fuyang citizens participated in the entire event and actively engaged in interactive activities at the Golden Seed liquor booth. From the event's effect, more and more Fuyang consumers are seeing Golden Seed's resurgence and feel genuine pride in the revival of their hometown liquor. Golden Seed continues to use a brand event like the 'Pit-Opening Festival' to stir the attention of a city, bringing the once-silent Golden Seed liquor back into the mainstream market view. And Golden Seed holds a unique affection for the city of Fuyang. Image: He Xiuxia, Party Secretary and General Manager of Anhui Golden Seed Liquor Industry Co., Ltd. He Xiuxia, General Manager of Golden Seed Liquor Industry, stated, "Fuyang, as the home of Golden Seed liquor and the root of the enterprise, is a place where we must give love, and it is also the source of our strength for future battles! We will use 2-3 years of loving dedication to make Fuyang citizens fall in love with Golden Seed liquor, Golden Seed enterprise, and Golden Seed people again!"