/PRZWT/Chengdu, April 01, 2024 - On March 20, the 110th National Sugar and Wine Fair (referred to as "Sugar and Wine Fair") opened in Chengdu, Sichuan. For the first time, COFCO Wine created an integrated "comprehensive wine enterprise" image at the booth. Its well-known brands such as Great Wall Wine, Alcoholic Wine, Famous Zhuang Hui, and Kong Yiji appeared in the exhibition halls of each brand in the form of "large single product collection", and played the "combination fist" of COFCO wine brand.
At the exhibition, Lv Jun, Party Secretary and Chairperson of COFCO Group, Wu Hao, Deputy Mayor of Chengdu Municipal Government, Su Jian, Party Member and Chief Accountant of COFCO Group, Xu Guanghong, Party Member and Deputy General Manager of COFCO Group, Gu Shen, Former Party Member of COFCO Group, Chen Gang, Director of COFCO Group's External Cooperation Department, COFCO Winery Party Secretary and Chairperson Gao Feng and other leaders visited the booth of Great Wall Wine, Wine Ghost Wine and Famous Zhuang Hui and participated in the ribbon-cutting ceremony to learn more about the product characteristics and sales of COFCO Winery.
At this year's sugar and wine fair, the Great Wall Wine booth presented a new feast of Chinese wine culture. Stepping into the ink and wash corridor is like walking into the old days of wine growth. The history and growth process of Great Wall Wine over the past 40 years are displayed one by one in front of consumers. Great Wall Sanggan, Great Wall Five Star, Great Wall Nine and other products made stunning appearances, which attracted great attention from distributors.
This year, Great Wall Wine put forward the core strategy of "continuously improving product quality, promoting the cultivation of wine consumers to drive benign end point sales, and realizing the joint construction and sharing of industry development opportunities by manufacturers". Focusing deeply on consumers, using cultural link dissemination as a cut-in, using cost-effective products as a carrier, using the Oriental wine discourse system to communicate with consumers at close range, highlighting the daily creation of consumption scenes, and using traditional Chinese culture to give Chinese wine a unique style, bringing consumers a "mouth-to-heart" wine experience. Based on this, during the sugar and wine fair, Great Wall Wine participated in the activities around the sugar and wine fair such as "Discovery Comedy Week · Record" and "Rock Candy Spring Sugar Music Festival" as co-sponsors and industry partners, combining fine wine with modern urban life, so that more consumers can be exposed to the unique Chinese wine culture.
By constantly highlighting the unique advantages of the production area, fragrance and culture, the alcoholic wine is moving towards the goal of building a "Chinese boutique wine enterprise" with differentiated competitive advantages. The entire alcoholic wine exhibition hall presents the brand value proposition of "Hundred Brews Rich, Wonderful Realm Tiancheng" from various aspects such as craftsmanship, production area, terroir, and humanities through touchable, sensory, audible, visual, and audible ways.
In the product display area, the strategic single product 52-degree alcoholic wine (Hongtan) and 52-degree inner ginseng wine (Jiachen) attracted many merchants to come to consult. A series of merchandise products, including the merchandise products jointly launched by the alcoholic wine and Li Keran Painting Academy, the alcoholic wine · Dongfang Jibai, the inner reference wine · Shi Niu, the inner reference wine jointly launched with Rongbaozhai, the joint alcoholic wine · Walker Boundless, and the joint wine of the same name launched by the "Wanli Walking Single Ride" program, have won wide praise for their profound cultural heritage and exquisite design. Alcoholic Wine also joined forces with COFCO Nutrition and Health Research Institute to launch the first three-dimensional model of Fuyu Fragrance Baijiu scientific expression, Fuyu Fragrance Five Senses Flavor Wheel (Chinese and English version), allowing consumers to better perceive the charm of Fuyu Fragrance.
Mingzhuang Hui brought its full range of global wines to the main exhibition hall of Western China International Expo City and the boutique wine hotel exhibition of Chengdu Wanda Ruihua Hotel, and also conveyed to partners the determination to create a new pattern of industry development through a series of orchestrated brand promotion activities and masterclasses.
The exhibition hall of Mingzhuang Hui takes the distinct "Mingzhuang Huihong" as the main color, uses minimalist technical white materials to enhance the transparency, and ingeniously realizes the space division. The exhibition area, negotiation area, tasting area and interactive area meet the different needs of visitors and enhance the immersive experience. In addition, Mingzhuang Hui has successively held the promotion activities of many brands such as McGegan, Zhifu, Penfolds No. 1, VIK, Lusong, Dry Dew, Firebird Manor, Baron Castle, etc. With its high-quality brand strength, rich activity forms and excellent quality standards, it has become a popular place for people from all walks of life to taste, communicate and negotiate.
At this year's sugar and wine fair, COFCO Liquor's brands have continuously strengthened the image of "comprehensive wine enterprises" through active participation and deep integration, and continued to narrow the distance between brands and consumers. In the future, COFCO Liquor will continue to adhere to consumer-centric, better meet the growing needs of the people for a better life, promote the growth of manufacturers, share high-quality development results, and make due contributions to the all-round development of China's alcohol industry.
