Photo: Courtesy of Fenjiu

In 2022, a key year for Fenjiu's revitalization strategy, the company reported a revenue of 22.144 billion yuan($3.14 billion) in the first three quarters, up 28.32 percent year on year. Yuan Qingmao, chairman of Fenjiu, proposed that Fenjiu should have cultural confidence, dig deep into the historical heritage, the spirit of ingenuity and the quality of craftsmanship, and combine itself with the epoch development to express the value of Fenjiu culture fully and well.

It means to transform the profound cultural connotation into its brand value and market competitiveness from the two perspectives of "professionalism" and "vitality."On November 6, the Fenjiu Value Forum was held at the Shanghai International Convention Center. The theme of the forum was “Delivering China's Quality to The World.” The guests shared their points of views on the relationships between consumer goods and culture, production technology and standardization, brand building and promotion and other aspects.

Photo: Courtesy of Fenjiu

Chen Jian, academician of the Chinese Academy of Engineering, pointed out that food technology, biotechnology and information technology should be integrated to realize the intelligent brewing process in order to continuously improve the quality of its products. At the same time, Fenjiu also needs to implement its food safety internal control standards in line with international standards in order to lead the development of Chinese liquor.