Starting from July 1, the launching ceremony of “Struggle for Big Happiness” mid-autumn battle was successively held in each marketing region of Jinliufu Distillery. The activity was affirmed by Chairman Wu Xiangdong of VATS Group.

It is peak season for liquor marketing around Mid-autumn Festival, and the main period of battle of Jinliufu. To ensure good marketing performance in this peak season and achieve overall victory in “mid-autumn battle”, Jinliufu held the launching ceremony of “Struggle for Big Happiness” activity. From July 1, Jinliufu Distillery held launching ceremonies successively in western Shandong, eastern Shandong, Qingdao, Jiangsu, Zhejiang, Hunan and southern China. Leo Austin, the Chairman and First Responsible Person of Jinliufu Distillery, led the team to “struggle for big happiness”.

In the pep talk, Leo said, “We achieved 40% growth in the first quarter of 2015, which we should be proud of. But, from now on, we need pay attention to the mid-autumn battle and restart. I believe you’ll do it very well as we’ll have the opportunity (to succeed). In the Chinese brand ranking by MIIT this year, Jinliufu was appraised as No. l brand recognized by popular liquor consumers. World Brand Lab has assessed the value of Jinliufu at RMB20.3 billion. We are already No. 1 brand of boxed liquor priced at below RMB30. We should become No. 1 brand priced at below RMB50. We should build a stronger brand image of liquor priced at below RMB100, to ensure that Jinliufu is the first-choice liquor priced at below RMB100 for Chinese people to hold parties.”

Leo’s speech was well-received by attendees. Each region and business team signed the guarantee at the site, and took such oaths as “we guarantee to fulfill our mission” and “we’re confident” to the regional director. To achieve overall victory in “mid-autumn battle” and achieve the strategic goal of making Jinliufu become the first-choice liquor priced at below RMB100 for Chinese people, Jinliuu took a series of measures- reforming sales mode and building four marketing centers, establishing a new marketing team, launching 100 gold network markets and over 160 silver network and green land markets, and launching TOP50, skill group and big competition training system.

Moreover, “most creative ground-based promotion activity in liquor industry”- “Happiness Tavern” has been launched and will be held throughout the country together with “Super Happiness”, “Ten Thousand Happy Families” and “Happiness Caravan”. Jinliufu will also hold “Super Mid-autumn Reunion Dinner” activity throughout the country, to support Mid-Autumn Festival reunion.

The launching ceremony of “Struggle for Big Happiness” mid-autumn battle attracted attention from Chairman Wu Xiangdong of the Group, and was affirmed by him after learning about activity details and mid-autumn marketing program. He said that Jinliufu has adhered to brand building since its founding and brand value has reached RMB20.3 billion, and this mid-autumn activity will certainly benefit consumers and further enhance brand influence of Jinliufu.