On June 20, the international authoritative brand research institute, the World Brand Lab and its independent evaluation committee rated Jinliufu as "China's 500 Most Valuable Brands in 2018". Jinliufu has been shortlisted for ten consecutive years, with a brand value of RMB 37.782 billion this year, a year-on-year increase of RMB 7.2 billion.

Over the past two decades, Jinliufu has been committed to promoting the Chinese culture of “fu” (blessings) as a brand. This positioning has pushed Jinliufu to accumulate nearly one million tons of product sales, making its image as“a blessing liquor product for the Chinese people”deeply rooted.

Since Wu Xiangdong, the founder of Jinliufu, created the affordable liquor product named “Jinliufu•Yitanhaojiu”in 2017, the new product has attracted widespread attention in the liquor industry and consumer groups, and strongly boosted an increase in the brand value of Jinliufu.

In recent years, Jinliufu has taken a series of innovative measures in response to market changes: making the product lines highly focused; launching product upgrades while taking the “rebranding” action of fully upgrading the vi system by removing the auspicious cloud pattern and adopting a more simplified font in order to be more in line with the trend of the times; in addition, the brand slogan is simplified from “a blessing liquor product for the Chinese people”to “blessing liquor for the Chinese”.

An industry insider said that the brand appeal of Jinliufu has elevated from targeting at consumers to national culture, which fully reflects its role as “a representative Chinese liquor product to communicate with the world”. The change also shows the confidence of Chinese brands in the world as the country is now celebrating its good fortune.

In the next two decades, Jinliufu will continue to carry out the mission of spreading the Chinese “fu” culture. The “fu” culture of Jinliufu will also be sublimated from individuals to the country, from the nation to the world, and from personal, family and national levels to the Chinese nation and the world.