News On June 22, the 2021 (18^th) World Brand Summit and the 2021 News Release for the 18^th China's 500 Most Valuable Brands sponsored by the World Brand Lab were held in Beijing. At the summit, an analysis report on China's 500 Most Valuable Brands in 2021 was published. In this annual analysis report based on financial data, brand strength, and consumer behavior, Jinliufu was ranked the 119^th with brand value of RMB 59.121 billion, and VATS Liquor Store were ranked the 339^th with brand value of RMB 20.561 billion.

Jinliufu: Among the Rank for 13 Consecutive Years and Brand Value Grown by 15%

Jinliufu has been ranked among the list of China's 500 Most Valuable Brands for 13 consecutive years, with brand value of up to RMB 59.121 billion, grown by 15%.

2020 was a crucial year for Jinliufu to climb new heights. In spite of COVID-19, Jinliufu bucked the trend and launched a new strategic product named "Jinliufu · Yijianrugu" (hereinafter referred to as “Yijianrugu”) in August to satisfy the rational and taste demands of main consumer groups. After "Yijianrugu" was launched to the market, more than 30 high-end tastings were quickly held nationwide, and they were known as "a pure journey" on the tongue by industry insiders, allowing participants to become brand volunteer ambassadors. At the same time, "Yijianrugu" relied on the terminals to initiate drinking appointments. As of the end of the year, a total of 4,000 terminal drinking appointments had been organized, recruiting more than 7,000 tasters; more than 50,000 drinking appointments were made with catering consumers, which turned out to attract about 350,000 consumers. These activities had great influence on the market.

The successful launch of "Yijianrugu" also stirred the full recovery of Jinliufu's product matrix. The star series remained strong in the banquet market all over the country and was about to start an iterative update from "Classic" to "New Era"; the combination of Pure Premium Grain Grade and Yagu Ecology unpacked liquor quickly grabbed the market share at the price range of RMB 30-50; "Liufu Jiangjiu" born in response to the wave of Moutai-flavor liquor became a "hot product" among a large number of dealers even before it was widely promoted.

VATS Liquor Store: Among the Rank for 12 Consecutive Years and Brand Value Grown by 12%

With stable market performance and solid branding, VATS Liquor Store has been ranked among the list of China's 500 Most Valuable Brands for 12 consecutive years, with brand value of up to RMB 20.561 billion, grown by 22%.

In 2020, VATS Liquor Store not only effectively resisted the impact of COVID-19, but also grew its performance significantly in defiance of an overall recession through systematic arrangements and optimized innovation. By giving play to its strong brand advantages, VATS Liquor Store not only reaped good reputation and word-of-mouth, but also increased customer stickiness and exerted greater influence on the upstream and downstream of the industry. World-renowned wine companies have been more inclined to have in-depth cooperation with it; in terms of channel construction, VATS Liquor Store has continuously enriched and steadily promoted the optimization and expansion of brand chain stores, developed important regional new markets simultaneously, built flagship stores in a timely manner, and increased both the scale and quality of its chain stores; at the same time, VATS Liquor Store continued to try and explore new retail and new models, and met the purchasing and consumption needs of different types of consumers by expanding its e-commerce platforms and carrying out live streaming.

After 16 years of steady development, VATS Liquor Store accumulated rich experience in selection and innovation development of products, brand marketing and promotion, cultural heritage and talent training, from which it has made fruitful achievements and became an industry benchmark.

In the future, VATS Liquor Store will continue to reinforce branding and enrich the connotation and extension of the brand, trying to build itself into the No.1 brand of authentic famous liquor in China and provide “truthful” services for partners and consumers.