On March 10, Vogue of Drinking?Success of Softness - market-releasing press conference of strategic new products of Soft Jinliufu was held in Zhengzhou Jianguo Hotel, strategic high and medium-end products of Soft Jinliufu subordinate to Jinliufu were released to the market, taking the first step of Soft Jinliufu to lead the “Vogue of Drinking”.

Gold-Porcelain, Green-Porcelain and Red-Porcelain portfolio of Soft Jinliufu debut in the press conference. Under magnificent lights, models representing the three elegant and classic styles walked gracefully; playing of the lingering saxophone along with the flute solo with unique eastern flavor, perfectly interpreted Soft Jinliufu’s charm of “Vogue of Drinking” as the going on of the wonderful show integrating eastern and western elements.

The high and medium-end product pushed forward by Jinliufu, namely Soft Jinliufu, rapidly won the appetite of consumers with its unique taste of softness and refreshing taste as well as the cultural appeal for classics and fashion. It was known that this conference is another significant measure taken by Jinliufu which had been exploring and penetrating the Henan market over the last 12 years, and it attracts wide attention from insiders and the media.

Sun Jianxin, the Vice President of the Group and the General Manager of the Business Department of Jinliufu, said that Zhengzhou Stop was just the first step forward taken by Jinliufu in arranging the domestic market, and subsequently the activity would be held in another 15 stops as Guangzhou, Chengdu, Jinan, etc.

Temporizing Masterpieces

Over recent years, with the younger tendency of consumer groups, individualism of consumption needs as well as seeking for comfortable drinking experience in the spirit consumption market, soft-style spirit with fashionable taste, soft mouth-feel and no consequence of headache after drinking grows to be popular among the “urban newly-rich stratum”.

Soft Jinliufu has been in tune with this consumption tendency, as the master of soft-style spirit, it has retained the unique fragrance of Sichuan Liquor, and further made the body more sweet and soft. One liquor-review master once sang highly praises of Soft Jinliufu, who said, “On the basis of retaining the unique fragrance of Sichuan Liquor, Soft Jinliufu has as embodied the most distinguished four charms of soft-style spirit, the first is its lasting flavor, the liquor is full and lasting, the second is delicacy, it offers with delicate mouth-feel, mild but not light, the third is softness, gentle and agreeable sense will arise when drinking down, soft but not feeble, the last is the taste, it is of lingering fragrance, lasting and refreshing.”

In responses to different consumption requirements, Soft Jinliufu offers three products respectively named Red Porcelain, Green Porcelain and Gold Porcelain of varied prices from low to high ranging from RMB 100 to 300. The three main colors have different implications, the Red Porcelain is in China red, generally applicable for joyous occasions and festival celebrations; the pure and graceful Green Porcelain is in line with the Chinese tradition of knowing friends by liquor and taking the green bamboo as the symbol of friendship; the low-profile but respectable Gold Porcelain offers best choices for commercial consumption and fashionable gift-presenting.

The package of Soft Jinliufu is designed by internationally renowned designers, with inspiration originated from the Chinese dress, they innovatively adopts the style that upper part of the bottle is round while and the lower part is square for the shape design. Roundness indicates the oldest Chinese wisdom of harmony, while the square embodies the perseverance in principles, and the unification of the roundness and square implies elites of the traditional eastern culture, As for the decoration of the bottle body, several varieties of grains are highlighted with the implication of a plentiful harvest.

Specially Made for Medium and High-end Consumers

Jinliufu is among the quite small number of high-value brands with actual great popularity, reputation and association degree, as well a brand has truly implanted the core value-Fu Culture into minds of consumers. The brand position of “Chinese Lucky Liquor-Jinliufu” has laid down the unique and unshakable position in the spirit market of Jinliufu, and the universally praised consumption scenes as “I have a joyous event ?Jinliufu Liquor”, “Mid-Autumn Reunion? Jinliufu Liquor” , “Going Home for Spring Festival ?Jinliufu Liquor” have been deeply rooted in people’s minds.

Again, Soft Jinliufu carries forward and upgrades the “Fu Culture” and directly faces to high and medium-end consumers, playing the brand-new rhythm of “Love Life, More Understanding about How to Enjoy Life and Taste Life”, showing its brand image of fashion, taste and high-end.

Before the holding of the market-releasing press conference of strategic new products of Soft Jinliufu, several appearances of Soft Jinliufu has won a good reputation from the market and consumers, and achieved extraordinary accomplishments in many pilot markets in Jiangsu, Sichuan, Henan, etc.

On the occasion of Mid-Autumn Festival in 2011, Soft Jinliufu launched the activity of “Global Classmates Union”, which gathered ultrahigh market sentiment, and was a breakthrough to traditional sales methods for the peak season.

At the 2011 Shenyang Autumn Sugar Reception, Soft Jinliufu was awarded the honor of “Yearly 10 Major New Products”.

The “Going Home for Spring Festival Mutual Assistance Federation” having been held for two times has presented Soft Jinliufu in front of Chinese, and brought relatively big word-of-mouth effects.

Leading Vogue of Drinking

Soft Jinliufu has won highly recognition from our clients, and a great many of dealers showed strong willing for signing contracts. And dealers with definite intention for signing exceeded 60%.

Mr. Huang, a dealer of Jinliufu from Xinyang in Henan Province, said, “The market release of Soft Jinliufu has given us great confidence, and we believe that market prospects of Soft Jinliufu will be quite promising. “

Mr. Ma, a senior dealer in Henan said that after participating in the market-releasing press conference of strategic new products of Soft Jinliufu, he had been kept on putting attention to products of Soft Jinliufu and its developing trend of the brand. And the convention of this press conference further confirmed his confidence in expanding the high and medium-end spirit market in Henan jointly with Soft Jinliufu.

General Manager Sun Jianxin of the Business Department said that Soft Jinliufu as the core strategic high and medium-end portfolio of Jinliufu, the Company would invest more resources to make Soft Jinliufu a representative brand leading the consumption trend of high and medium-end spirits. And he also expected that in 2014, Soft Jinliufu could be able to lead the trend with the unit sales reaching RMB 800 million to RMB 1 billion.

It is known that in the purpose of guaranteeing the execution, control of the brand operation and temporizing of the Group’s brand strategy of “product branding”, the Company has made Jinliufu as an independent sub-brand for operation. After the first step taken in Zhengzhou stop, Soft Jinliufu will continue to hold grand market-releasing press conferences in 15 ciities as Guangzhou, Chengdu and Jinan. Insiders said that depending on the powerful platform support of VATS Group, advanced operation concepts and thorough insight in consumption needs, Soft Jinliufu would surely lead the “Vogue of Drinking” in the whole country.