This is not just a new product launch, but a breakthrough move by Niulanshan to find new momentum for high-quality development in the post-ten-billion era, and a milestone action for the Erguotou category to break into the thousand-yuan high-end market. On May 31, the "Beijing Flavor Fine Wine New Heights - Niulanshan Kuishenghao New Product Launch" was held at the China World Hotel in Beijing. The Kuishenghao Zunxi new product, priced above one thousand yuan, was unveiled, marking the birth of a new benchmark for the value of the Erguotou category. Famous brewing expert and inheritor of Erguotou craftsmanship Gao Jingyan, renowned performing artist Wang Gang, well-known cultural scholar Liu Yida, liquor marketing expert Chai Jun, streetball champion Zhao Qiang, and other elite representatives from various fields, as well as distributors and media representatives from across the country, attended the launch. Wang Ze, Party Secretary and Chairman of Beijing Shunxin Holdings Group; Song Kewei, Party Secretary and Factory Director of Niulanshan Distillery; and Chen Shijun, Deputy Factory Director and Spokesperson of Niulanshan Distillery, along with other management, joined the guests in interpreting the "Beijing Flavor Fine Wine New Heights" of Niulanshan Kuishenghao from the perspectives of history, culture, category, brand, quality, and strategy. Renowned performing artist Wang Gang and the three leaders jointly wrote "Beijing Flavor Fine Wine New Heights". This is an important strategic move by Niulanshan Distillery to achieve high-quality development after reaching the ten-billion mark, and a major breakthrough for the Erguotou category to enter the thousand-yuan market. -01- The Old Distillery Inherits Authentic "Beijing Flavor" "Beijing flavor" is an inherent characteristic of Erguotou. Beijing culture is the breeding ground for Erguotou culture to thrive and flourish. It can be said that without Beijing culture, there would be no Erguotou. The history of Kuishenghao is rooted in Beijing city and can be traced back to the origin of Erguotou. More than 300 years ago, with the great integration of Manchu and Mongolian cultures after the Qing army entered the pass, Niulanshan in Beijing became a major town for official road merchants and travelers. The Manchu Wuguli family founded the Kuishenghao liquor shop, relying on the microbial environment of Niulanshan and the high-quality water source of the Chaobai River, using ancient Tian Guo distillation technology to brew a clear, sweet, and refreshing liquor. Through generations of inheritance and quality improvement, it drove the prosperity of the liquor shops in Niulanshan, eventually forming today's "Erguotou" liquor. In 1952, the Kuishenghao liquor workshop, along with Fusuncheng, Gongli, Yixin, and other four distilleries, were nationalized to establish the state-owned Niulanshan Distillery. Kuishenghao, as an old brand, was sealed and stored in the archives. Now, Niulanshan Distillery has once again unsealed Kuishenghao and presented it as the pinnacle product of Niulanshan, inheriting and promoting Beijing flavor culture. Chen Shijun, Deputy Factory Director and Spokesperson of Niulanshan Distillery, said at the launch, "The essence of Erguotou is the pursuit of quality transcendence, and culture highlights inclusiveness." "Inclusiveness" is the most important Beijing spirit. Well-known cultural scholar Liu Yida emotionally performed "From the Old Beijing's Shaodaozi to the New Beijing's Erguotou: A Look at Beijingers' Character" at the launch. He mentioned that Beijing flavor culture first includes royal culture and scholar-official culture, then market culture, so the inclusiveness of Beijing flavor culture is sufficient to support the high-end image of Erguotou. In the advertising film that made a stunning appearance at the launch, Beijing flavor culture was also passionately interpreted, showcasing the all-encompassing spirit and charm of Kuishenghao. Well-known cultural scholar Liu Yida -02- Brewing "Fine Wine" for the People, "Thousand-Yuan Kuishenghao" Is Timely The superiority of Kuishenghao lies not only in its cultural height rooted in Beijing, but its quality is the trump card to conquer the market. As Wang Ze, Party Secretary and Chairman of Beijing Shunxin Holdings Group, said in his speech at the conference, "Entering the post-ten-billion era, Niulanshan has always adhered to the business philosophy of 'brewing for the people, brewing fine wine for the people'. The launch of the Kuishenghao new product is not only an important measure for the product structure upgrade of Niulanshan, but also a powerful manifestation of Niulanshan firmly grasping the trend of consumption upgrade and continuously meeting the people's pursuit of a better life." Wang Ze, Party Secretary and Chairman of Beijing Shunxin Holdings Group Kuishenghao Zunxi is priced at 1,598 yuan per bottle, standing at the pinnacle of the light-aroma Erguotou category. This confidence and strength come from Niulanshan's 300-year historical heritage and 70 years of dedicated craftsmanship. Since 2002, Niulanshan has maintained an annual growth rate of over 10%. Today, Niulanshan Distillery has entered the top 10 liquor enterprises in China, standing on a new track of famous liquor, and is known as an industry myth, successfully achieving the leap from "people's liquor" to "famous liquor". Over the years, Niulanshan has continuously invested in scientific research, establishing a microbiology laboratory, an academician workstation, a characteristic strain bank, and achieving fruitful results in product flavor substance research, truly forming a unique "Niulanshan liquor style" and constructing the Niulanshan Erguotou liquor flavor wheel, providing a solid foundation for product process improvement and quality enhancement of Niulanshan Distillery, and making great contributions to the development of Chinese liquor culture and the Erguotou industry. All of this provides strong quality and market support for Kuishenghao. In 2018, driven by the consumption upgrade of the Erguotou category, Niulanshan Distillery unsealed the old brand "Kuishenghao", demonstrating its determination and confidence to take Erguotou to the extreme. Relying on data marketing and technology empowerment, Kuishenghao became an instant hit, with several instances of booming sales and stockouts, becoming a new business card for Beijing-flavor liquor. Liquor marketing expert Chai Jun analyzed that after 40 years of economic reform and opening up, China has created extremely strong demand for high-end liquor, which will continue to be stable. Niulanshan is the liquor brand with the best consumption base in the country. The launch of Kuishenghao conforms to the consumption trend, grasping the mass base on one hand and the high-end market on the other, which is the only way for Niulanshan's development. In addition to the mass base, the Erguotou culture rooted in Beijing also provides broad space for Kuishenghao. Moutai's comprehensive surpassing of Wuliangye began with conquering the Beijing market. The inclusiveness and large space of the Beijing market will provide fertile soil for the creation of local high-end brands. Chai Jun analyzed that the birth of Niulanshan Kuishenghao is a strategic upgrade of Niulanshan from Beijing flavor to Beijing taste, which was highly recognized by the famous performing artist Wang Gang. Distributors at the scene believed that "Kuishenghao" has been upgraded again, entering the thousand-yuan high-end camp, opening a new era of high-end Erguotou, which is a timely blue ocean market. Chai Jun, General Manager of Shengchu Consulting -03- Six "New Heights": Kuishenghao Strongly Breaks the Situation and Leads the Trend Famous brewing expert and inheritor of Erguotou craftsmanship, Mr. Gao Jingyan, said at the launch, "With the adjustment of the Chinese liquor industry structure and the consumption upgrade of Erguotou liquor, the absence of Erguotou products in the thousand-yuan price band urgently needs to be filled. This requires leading enterprises to leverage their technological and brand advantages, take the lead, raise the banner, and meet the demand of consumer groups for high-end Erguotou. Niulanshan has insisted on technological development, adhered to the research of Niulanshan liquor flavor, and focused on quality improvement for many years. The launch of Niulanshan Kuishenghao Zunxi is not only a manifestation of Niulanshan's strategic layout and strength, but also the result of the strong call of the Chinese liquor Erguotou market for a value benchmark." Famous brewing expert and inheritor of Erguotou craftsmanship Gao Jingyan In the industry's view, the grand debut of the thousand-yuan Kuishenghao Zunxi is a natural progression, with dual special significance for both enterprise development and industry development. The new height of Kuishenghao not only represents the height of the enterprise, but also the height of the industry, accumulating new momentum for breaking the situation from six aspects: product, brand, category, strategy, market, and culture. First, product height. Chen Shijun, Deputy Factory Director and Spokesperson of Niulanshan Distillery, summarized the product height of Kuishenghao in 21 characters: "The vessel is exquisite, the liquor is high-end, and the brand is dedicated." The name "Kuishenghao" has been dusted off and revived, showing Niulanshan's confidence in breaking into the high-end Erguotou market. Chen Shijun, Deputy Factory Director and Spokesperson of Niulanshan Distillery In terms of packaging, the bottle of Kuishenghao Zunxi is modeled after a bronze ware from the Western Zhou Dynasty unearthed in the Niulanshan area, and the outer box adopts a plaque-style inscription with classic royal style. The overall design cleverly presents the century-old brewing history and is full of oriental charm. In terms of liquor quality, years of research on Niulanshan liquor flavor provide solid quality support for Kuishenghao. Mr. Gao Jingyan commented on Kuishenghao Zunxi: "It has the characteristics of 'rich and elegant aroma, good natural feel, sweet, mellow, full-bodied, and unique style'." Second, brand height. Over the years, Niulanshan has adhered to a consistent brand long-termism, focusing on brand building, and has become the direct brand association for "Erguotou". In 2020, the brand value of "Niulanshan" reached 58.089 billion yuan. On this basis, Niulanshan launched the thousand-yuan high-end product Kuishenghao, which is a new momentum for Niulanshan's brand confidence. Third, category height. As a major natural liquor category, Erguotou has a broad mass consumption base. With the consumption upgrade of liquor and the expansion of high-end groups, the current Erguotou category needs to break the high-end situation, and the time and conditions are now more sufficient and mature. The launch of Kuishenghao is a manifestation of the confidence in the Erguotou category and its value, indicating that the Erguotou category will occupy an important place in the high-end camp in the future. Fourth, strategic height. In its Five-Five Strategic Plan, Niulanshan proposed two topics: first, product structure adjustment under consumption upgrade; second, leading the height of the Erguotou category. To achieve greater strategic goals in the future, occupying the high-end market is the only way. The keen Niulanshan saw the market opportunity for high-end Erguotou. The launch of Kuishenghao is a manifestation of Niulanshan's strategic height, a new momentum for Niulanshan to continue to deepen the market in the "post-ten-billion" era, and also a new momentum for the Erguotou category to break the situation. Fifth, market height. Beijing is the birthplace of Erguotou. Twenty years ago, Niulanshan started from Beijing as its base and gradually moved to the whole country. Beijing is also a market commanding height where high-end liquors gather and a gathering place for high-end consumers. However, as a leading enterprise, Niulanshan had previously been absent from the thousand-yuan high-end market, and the entire Erguotou category was also absent in this price band. The launch of Kuishenghao is indeed the trend of the times, and Niulanshan is bound to capture the high-end market in Beijing. Sixth, cultural height. Erguotou liquor is an element of Beijing-flavor life, and Niulanshan is authentic Beijing flavor. On this basis, Kuishenghao inherits and promotes, positioning itself as an element of high-quality Beijing-flavor life, highlighting "Beijing taste", with the goal of providing authentic Erguotou fine wine to high-end groups. Based on Beijing's historical, political, and economic status in China, Beijing taste is bound to represent the highest taste of Chinese culture. New era, new trends, new market, new opportunities. As Mr. Gao Jingyan said, "Erguotou liquor has a long history and is a representative of quality fine wine. Whether from historical status or craftsmanship quality, Erguotou has outstanding advantages in the Chinese liquor category." For Beijing distributors, who have long been looking forward to the outstanding performance of high-end Erguotou products, the launch of Kuishenghao will provide a platform to capture consumer mindshare in the thousand-yuan market, a huge opportunity that is both promising and profitable. The blue ocean of thousand-yuan Erguotou has opened. In the post-ten-billion era of Niulanshan, new opportunities for high-end Erguotou are here. The future has arrived! A reward of 400-2000 yuan will be paid once the tip is adopted.