Crafting Brand Charm: Gujing Gong Liquor Continues "Contribution Culture" Dedication

Currently, with the further enhancement of consumer brand awareness, China's alcohol industry is facing multiple changes such as intensified industry differentiation, increased industrial concentration, and accelerating brand competition. Data shows that in the first half of the year, both the output and total profit of the liquor industry decreased year-on-year. Faced with risks and challenges, Gujing Group maintains strategic determination and promotes the enterprise to continue to maintain a steady momentum of high-quality development.

With the return of Chinese cultural confidence, the cultural attributes of liquor are increasingly enhanced. The brand's cultural content is not only the most important factor in product added value but also the most dynamic and innovative value.

From sponsoring the "Chinese Poetry Conference" and the CCTV Spring Festival Gala, to promoting the "Peach Blossom Spring Festival," "Autumn Brewing Ceremony," and "Original Grain Harvest Festival" as the liquor cultural business cards of Bozhou; from five times cooperating with the World Expo, to the establishment of Gujing Gongjiu · Year Original Malt Cultural Research Institute Berlin Center, Paris Center, London Center, and Macao Center, Gujing Gongjiu has shown the strong vitality of the Chinese brewing cultural foundation with the brand image of "Chinese brewing, world fragrance," and has undertaken the mission of inheriting liquor culture to the world, making the fragrance of wine float all over the world.

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The reason why Gujing Gongjiu has achieved fruitful results in brand construction is not only because it always maintains superior product quality but also because it conveys a profound cultural heritage and the spirit of truth, goodness, and beauty in brand value. Only when culture is deeply rooted can it continuously provide nutrients to the branches and leaves.

Deep roots and lush leaves, spreading the fragrance of wine

Brand culture is the password for Gujing Gongjiu's brand management.

As one of the "Top Ten World Liquor Production Areas," Bozhou has unique resource endowments and cultural advantages. It is the hometown of Laozi and Zhuangzi, the source of Taoism, and the Wei and Jin Dynasties culture has a long history. Taoist thought inspired the brewing wisdom of "following the natural law, the unity of heaven and man," and the medical sage Hua Tuo advocated the Chinese way of moderate drinking for health preservation.

The "contribution" culture originated from Cao Cao's tribute wine more than 1800 years ago. In the first year of Jian'an (196 AD), Cao Cao offered the "Nine Brew Spring Wine" produced in his hometown of Bozhou to Emperor Xian of Han, Liu Xie, and presented the specific brewing method, which became the historical source of Gujing Gongjiu and the beginning of Gujing's "contribution culture." Currently, the "Nine Brew Wine Method" has been officially certified by the Guinness World Records as the oldest existing distillation wine brewing method in the world.

Combining the long history of liquor culture in Bozhou, Gujing Gongjiu seeks brand cultural genes from the historical context of tribute wine, establishes cultural construction with "China's First Tribute" as the banner, "tribute" as the core, and "loyalty, contribution, and sharing" as characteristics, transforming "tribute to the upper" into "tribute to the public," and turning the exquisite products historically enjoyed by individuals into fine wines shared by the majority of consumers.

The unity of value cognition and cognitive performance is the complete connotation of culture. In the "contribution culture" of Gujing Gongjiu, which refines "be a real person, brew fine wine, be good to oneself, and help the world" as values, "be a real person, brew fine wine, be good to oneself" progresses from individual to team, from self-cultivation and character to collective image, condensing the value of business and industry, universal citizen values, and socialist core values, which is the essence of traditional culture; "help the world" reflects Gujing Gongjiu's responsibility, feelings, and commitment to universal love and benefiting the people.Guided by the core values, the Gujing Group takes the development and innovation of traditional liquor culture as its own responsibility. On the one hand, the annual "Peach Blossom Spring Qu Festival" and "Autumn Brewing Ceremony" of Gujing Gongjiu use modern language to reproduce the beauty of its brewing skills that have been passed down for thousands of years. The "Original Grain Harvest Festival" in early June presents the beauty of Gujing Gongjiu's adherence to traditional brewing techniques. The three major ceremonies originate from tradition, innovate and promote new vitality, have become the cultural IP of Gujing Gongjiu, and are also the liquor culture business card of the Bozhou area.

In addition to empowering high-quality cultural programs, Gujing Gongjiu also focuses on extending the breadth of brand value and innovating communication forms. So far, Gujing Gongjiu has appeared on the CCTV Spring Festival Gala nine times in a row, continuously creating the Spring Festival Gala IP, "Global Reading of Bozhou", "Nine Brewing Methods", and "Lighting up New Year's Eve", and has won three Guinness World Records.

As a traditional grand event of the Chinese nation, the CCTV Spring Festival Gala is a medium for countless overseas Chinese to express their homesickness. Gujing Gongjiu has appeared on the Spring Festival Gala stage for nine consecutive years, spending a reunion grand event with 1.3 billion Chinese people, fully creating a sense of ceremony for the "New Year, drink Gujing, watch the Spring Festival Gala". Over the past nine years, Gujing Gongjiu has walked hand in hand with the Spring Festival Gala, a cup of New Year's wine with a reunion New Year's dinner, a more three-dimensional and diverse Gujing "style" is being presented to the liquor industry and consumers.

On the other hand, on this basis, the corporate mission of "contributing fine wines, enjoying life" extracted by Gujing Gongjiu provides a strong value drive for the enterprise to standardize business behavior, improve humanistic quality, and shape brand image.

In order to achieve the ideal world of "truth, goodness, and beauty", Gujing Gongjiu not only contributes fine wines to the public but also transforms this ideal pursuit of "truth, goodness, and beauty" into specific actions.

Over the years, Gujing Gongjiu has not only become a model of "pursuing truth in quality, goodness in conduct, and beauty in brand" in the liquor industry under the guidance of the "three products" project's corporate value management, but has also made positive contributions in sponsoring education, helping the disabled, aiding in disaster relief, and promoting rural revitalization, making the dream of "becoming China's most popular and respected liquor enterprise" step by step into reality.

In 2016, Gujing Group became a "National Corporate Culture Demonstration Base" and won the "Outstanding Contribution Award for Social Responsibility" in the Chinese liquor industry. Good culture permeates the blood of the enterprise, is reflected in the feelings of employees, consumers, the enterprise itself, and the feelings of the government and society. Good culture not only provides momentum for the development of the enterprise but also affects every person and every matter in the enterprise, illuminating the future of the enterprise.

Only by deeply excavating and inheriting the long and splendid living liquor culture, strengthening the enterprise's own cultural marketing and brand shaping capabilities, can we continuously improve the cultural added value of the product, accumulate strength, and provide strong and endless momentum for the development and innovation of the enterprise, achieving both economic and social benefits.

Quality-based, continuous improvementIn the context of globalization, Chinese baijiu brands must complete international expansion, and the culture of alcohol also needs to keep pace with the times, continuously innovate, in order to maintain its vitality and appeal. Although it relies on a complete cultural construction system, corporate culture still needs to keep pace with the times, continuously enrich development, and innovate and improve.

In 2016, the government work report proposed to cultivate a craftsman spirit, which is essentially a spirit of striving for excellence and continuous improvement, a kind of concentration and focus, and also a pursuit of continuously absorbing cutting-edge technology and creating new results.

With the "golden combination" of "Jiu Yun Jiu Fa, National Treasure Cellar, Peach Blossom Spring Qu, and Wuji Wine Cellar", it has achieved the unique quality expression and profound brewing foundation of Gujing Gongjiu. On this basis, Gujing Group has always taken "brewing fine wine" as the foundation of its existence, and pursues excellence and spares no effort in every process and detail of brewing.

In this regard, Liang Jinhui, the Party Committee Secretary and Chairman of Gujing Group, proposed the "Three Quality Projects" of "pursuing truth in quality, pursuing goodness in conduct, and pursuing beauty in brand". Through continuous pursuit of conduct and quality, it has forged the golden signboard of Gujing Group, thereby promoting the high-quality development of Gujing Gongjiu.

Under the guidance of values, the people of Gujing are united in their efforts to fully implement the "Six One Strategy", focus on building the "Chinese Wine City", and the "Three Quality and Five Fragrance" bloom together, and the "Four Beams and Eight Pillars" continue to be consolidated, promoting the enhancement of Gujing Gongjiu in safety, flavor, health and other value dimensions.

In 2023, Gujing Group, focusing on the "wine storage and talent cultivation" strategy, continuously implements the "Three Quality" project. The company's lean production has been deeply promoted, and the supply chain efficiency has been further improved. Scientific scheduling and efficient collaboration have led to continuous optimization of key efficiency indicators. The company has won the "National Product and Service Quality Integrity Demonstration Enterprise", "National Quality Inspection Stable Qualified Product", and "Gujing Gong" has successfully selected the "China Time-honored Brand".

In terms of leading technological innovation, the construction of the quality management team of Gujing Group has always been leading in the industry; the performance of scientific research results and patent quantity is outstanding, ensuring the production of the best products that consumers praise, establishing the consumer cognition of "tribute wine brand, first-class quality", and accumulating a golden word-of-mouth for enhancing the brand's market position.

Inheriting brewing skills, maintaining green ecology, leading technological innovation, creating a better life, adhering to the spirit of craftsmanship, and taking social responsibility, Gujing Group's values of "being a real person, brewing fine wine, being good to oneself, and helping the world" are not only an inheritance of the excellent traditional culture of Bozhou, but also a practice of the socialist core values, and more importantly, the beautiful yearning and noble pursuit of the people of Gujing for the future.

Fine wine has always been closely linked with "beauty" since ancient times. Gujing Group's "truth, goodness, and beauty" is allowing the whole country and even the whole world to appreciate the broad feelings of "ultra-truth, ultra-goodness, and ultra-beauty".