Xinhuanet Interviews Vice President Sun Jianxin of the Group to Explore the Road to Success of Jinliufu

What Jinliufu Promotes is not Just Products

Since the offline of the first bottle of Jinliufu Liquor in 1998, Jinliufu’s working staffs has been devoted to creating the brand connotation of “Fu Culture” to open up a road of brand innovation. “Drink Fu Liquor on the Occasion of Joyous Events”, Jinliufu has successfully planted its brand core value in people’s minds, which lays out the special position of Jinliufu in the spirit market. In the spirit market of pierce competition, how can Jinliufu walk out a self-owned innovation road? How it establish the brand image? A few days ago , journalist from Xinhuanet made a special interview of Sun Jianxin, Vice President of VATS Group and General Manager of the Business Department.


Relying on Traditional Liquor-making Technique, Jinliufu Achieves Success in Low and Medium-end Market 

Jinliufu Distillery is located in the picturesque Qionglai, Sichuan. Qionglai has a two thousand years’ liquor-making history, and enjoys the reputation of “Qionglai produces good wine which leads others”.

Sun Jianxin, Vice President of VATS Group and General Manager of the Business Department introduced that Jinliufu had been relying on the traditional liquor brewing technique of Sichuan, and its unique liquor quality benefited from the advantaged natural environment of Qionglai.

Low and medium-end products were mainly promoted by Jinliufu in its nascent period, and it occupied certain market share just with its star portfolio. Sun Jianxin told the journalist that in the spirit industry, Jinliufu was leading in grading its products in the purpose of making the value and price easily recognized by consumers.

Under the meticulous operation of VATS Group, Since its establishment in 1998, Jinliufu spent a decade in developing itself to an enterprise with sales volume reaching RMB 2 billion in 2008 creating a miracle of rising from zero and growing from a small-sized company to large-size one in China’s spirit industry. 

Inherit Quintessence of “Fu Culture”, Keep on Developing High & Medium-end Market 

The “Fu Culture” has been infused into “Jinliufu” since the day of foundation. Sun Jianxin told the journalist that product marketing and promoting of “Jinliufu” would always keep the “Fu Culture” be together with customers.

As for the package, “Jinliufu” takes the Chinese red as the main hue, and together with different theme patterns matched, consumers are able to “see” the “Fu Culture” of Jinliufu, and different slogans are designed for the theme marketing of products, enabling customers to “hear” the “Fu Culture” of Jinliufu, in a joyous atmosphere, consumers will gradually “integrate” with the “Fu Culture” of Jinliufu; when having hearty drink, consumers can carefully “taste” the “Fu Culture” of Jinliufu with taste bud. From individual welfare to welfare of the country and national welfare, from the luck of adequate clothing and wealth, safety to happiness of harmony and flourishing age, “Fu Culture” of “Jinliufu” has been keeping penetrating into peoples’ minds.  

With the improvement of consumers’ income level and development of the industry, “Jinliufu” also needs to develop itself from a domestic brand of “Fu” liquor to a product brand, realizing the optimization and upgrading of the brand.

On May 26. 2012, VATS Group declared in Beijing that Soft Jinliufu officially came to the market, marking that Jinliufu began to arrange the national high and medium-end spirit market.

Sun Jianxin indicated that the Soft Jinliufu released this time include three types as red porcelain, green porcelain and gold porcelain. Based on preserving the unique fragrance and lingering taste of Sichuan liquor, it contained the four major appeals of soft-style spirits as “softness, transparency, elegance and favor”.

The release of Soft Jinliufu will effectively explore the high and medium-end market and recreate the brand brilliance belonging to Jinliufu, and upgrade again the “Fu Culture” of Jinliufu.

Implement Social Benefits, and Promote Brand Core Value

As the old saying goes, “when trouble occurs at one spot, aid will come from all quarters”, and in front of disasters, it is the unshirkable responsibility of Jinliufu’s working staffs to do one’s own part. In 2006, Hunan suffered from deadly flood, and the Company donated and contributed RMB 6-million, and in Chenzhou, the worst flood-stricken area, “Liufu Home” community was built; in 2007, the Company allocated RMB 5 million and set up the “Award Fund for Righteous Behavior” in Shaoyang, Hunan Province, in the purposing of awarding those ready to help others for a right cause and of lofty morality. And in early 2008, Hunan suffered from the freezing disaster, VATS Group donated RMB 10 million. Besides, Jinliufu was also among the first enterprises to grand donations and contribution during the two major earthquakes in China. 

In terms of brand operation, Jinliufu has established China’s first non-governmental public welfare platform for mutual assistance - “Jinliufu Going Home for Spring Festival Interaction Federation” at the beginning of 2011, and through seeking for fellow-townsmen willing to share with the car, as well as  matching on the Internet, it can help more people to go home for the Spring Festival.

Sun Jianxin said that Jinliufu as the “lucky liquor of Chinese” has always been dedicated to bringing more happiness for consumers. Since the start of 2004, Jinliufu has been launching series of public welfare activities themed on “Going Home for Spring Festival” etc., and over the past 6 years, it had helped several thousand families be united in the Spring Festival in the form of “sending short messages and distributing airplane tickets”, etc. He also expressed the hope that the “Jinliufu Going Home for Spring Festival Interaction Federation” could become a public welfare project with sustainability, capable of helping more wanders return home in the Spring Festival.   

Through the preserving efforts made by Jinliufu’s work staffs in the past ten more years, the brand value of Jinliufu has been effectively promoted, and reached RMB 9.286 billion at present.

Sun Jianxin said that what Jinliufu promotes and carries forward is not just the products, but also traditional Chinese culture represented by “Fu”.