On October 12, Yanfeng Liquor Co., Ltd. made an official announcement that He Zhengjun, a national first-class actor, became its brand spokesperson.

He Zhengjun starred in many film and TV dramas about the theme of revolution. He was nominated for the best actor in the Ninth Golden Rooster and Hundred Flowers Film Festival for the role of Tian Han in the movie National Anthem. In particular, he successfully portrayed the role “Political Commissar Zhao Gang” in Drawing Sword, the most-watched TV series on CCTV-1 in 2005. This year he played the part of Marshal Luo Ronghuan in Decisive Engagement, another major TV series about revolution and history. His superior acting skills and excellent reputation due to professional excellence and moral integrity connect Yanfeng liquor with the actor himself and the city of Hengyang with profound cultural heritage.

He Zhengjun said his father used to be a Red Army man. He loves and also acts as an ambassador for the red culture conceived in the land of Hengyang. When the two sides met and found that they shared the affection, strategic cooperation was finalized.

Signing He Zhengjun as spokesperson marks a new era of comprehensive strategic upgrade in Yanfeng.

Brilliant history is the gene in the brand for success in the battle

The liquor culture in China has a long history. All of the most influential and best-selling liquor brands in the market boast of a glorious and long-lasting history, as well as classic and intriguing stories. Zhenjiu, Xiangjiao, Lidu, and Yanfeng are no exceptions.

The culture of Yanfeng originated from Ling liquor, and Yanfeng is the only inheritor of Ling liquor in the market today. Ling liquor can be traced back to the Western Han Dynasty as the earliest tribute liquor in Chinese history and created many historical records, some of which can be found in History of Jin Dynasty, General Annals of Hunan, and Records of Hengzhou Prefecture.

As recorded in China Industry, a magazine founded by the government of the Republic of China, in 1935, “Hengyang liquor is the most famous genre of Hunan liquor. The beautiful liquor comes from Linghu Lake and is known as Ling liquor in ancient times. It was used as an offering to the Imperial Ancestral Temple in the Jin Dynasty and as a tribute in the Qing Dynasty. Its transparent texture and mellow taste were better than any other liquor genres produced in other counties in Hunan Province.” After the founding of the People’s Republic of China, Lao Tongxing, Hengxing, Baofengchang, Guangfu, Xinyihe, Sanyitang, Shuangheshun, Fumaoxiang, and Yisheng Workshops were transformed into the PPP joint venture, Yanfeng Distillery (formerly the state-owned Hengxing Distillery, Huiyanfeng Distillery, and Huiyanfeng General Distillery, and officially renamed Hunan Yanfeng Liquor Co., Ltd. after being acquired by VATS Group IN 2006). “Huiyanfeng Daqu Liquor”, the first bottle of Daqu liquor in Hunan Province and once known as the top of “Five Golden Flowers” of Hunan liquor, was produced by this distillery. On October 2, 1990, Wang Shoudao, then Vice Chairman of the National Committee of the CPPCC, left the calligraphy work that read “rich cellar fragrance and endless aftertaste” after tasting Huiyanfeng liquor.

By signing He Zhengjun as spokesperson, Yanfeng will rely on his personal influence and connection with historical figures in Hengyang to elevate the culture and image of the brand to a new height.

A strong team is the cornerstone for the success of the brand in the battle

According to the plan of Wen Peng, the first responsible person for the operation of Yanfeng, “building a professional branding team” has been a core task since this year. Currently the branding team has 6 members, and the plan is to add another 8 recruits by the end of the year. The members will serve on positions such as “brand manager, product supervisor, brand planning, event execution, new marketing, and graphic design”.

The branding team of Yanfeng will be developed in three steps:

Firstly, the branding team will be expanded in accordance with high standards and high requirements (the team must be “complete” in the first place). In addition to multiple rounds of interviews, all candidates must complete a written test. At least 10 qualified candidates are included as finalists for each position, only “the best of the best” are recruited whenever possible.

Secondly, the branding team will be subjected to “army-like” assessment and management according to the “plus and minus points assessment system” and the “internal ranking-based reward and punishment system”, so that they will have a firm “sense of purpose” and strong “power of execution”.

Thirdly, the branding team will learn widely from others’ strengths and make comprehensive innovations. After the branding team is built, the members are not only required to keep in-depth learning by themselves, the core backbone will be organized to study in other companies of the group and make innovations in branding work in combination with the actual situation of the company.

A correct brand strategy is the guarantee for the success of the brand in the battle

Yanfeng’s brand strategy can be summarized in three parts:

Firstly, gather superior resources and penetrate deeply into Hengyang market. Yanfeng is a regional liquor brand in Hengyang, which is the second largest liquor market in Hunan Province. There is a vast market space here. Therefore, Yanfeng now pours all of its branding inputs in Hengyang.

Secondly, develop into a strong and big brand in Hengyang market through innovation and upgrade. Yanfeng liquor has a history of more than 60 years in Hengyang, and it has established a fixed brand image in the minds of local people. In the new competition landscape, innovations in product, channels, and media are all needed. For example, the development of “Strong Zodiac Moutai-flavor Yanfeng Liquor”, refined channel management, and large-scale bottle mold advertising (a popular landmark in Hengyang) are all specific measures of the innovation and upgrade strategy planned by Yanfeng.

Thirdly, take a foothold in Hengyang, seek presence in Changsha, expand to the province, and radiate to the whole country (circle marketing and via Hengyang chambers of commerce in different places). After building a base market where it establishes strong influence and huge brand barriers in three to five years, Yanfeng will formally seek presence in Changsha, completing the remarkable transformation from being a “golden business card in Hengyang” to being a “golden business card in Hunan”. From the commanding height of the provincial capital, it will later expand to other cities in the province. At the same time, it will a circle marketing system via Hengyang chambers of commerce all over the country.

Inherit the source of millennium tribute liquor, and shape the soul of the century-old Yanfeng brand. The day when “beautiful Yanfeng liquor” becomes well known in China can be expected soon!