On June 22, World Brand Lab released the 2016 (the Thirteenth) China’s 500 Most Valuable Brands list in Beijing. Jinliufu is on the list for the 8th consecutive year because of its market exploration and continuous creation based on “Fu Culture” brand for nearly 20 years, and ranks No. 121 with brand value of RMB25.689 billion which is an increase of RMB5.307 billion from last year. VATS Liquor Chain Store Management Joint Stock Co., Ltd. (“hereinafter referred to as “VATS Liquor Store”) ranks No. 356 with brand value of RMB8.158 billion which is an increase of RMB1.1 billion from last year. Jinliufu and VATS Liquor Store had great performance despite the industry downturn.

Jinliufu is on the list for the 8th consecutive year and its brand value is RMB25.689 billion

In 2015, Jinliufu promoted precision reform and created “No. 1” many times in the liquor industry. Its “Happiness Caravan” went to hundreds of counties and cities in such places as Shandong, Henan and Jiangsu to provide public benefit services, which were reported at dozens of provincial television media and print media and at nearly one hundred county-level media and realized precise coverage of core consumer groups. Jinliufu also held over 20,000 sessions of “Happiness Tavern” activities in many places across the country to send blessings to “people who love drinking”.

In the face of tough market situation, Jinliufu made changes rapidly: It innovated the marketing mode to face consumers directly, boldly tried horizontal alliance and community marketing on the basis of full coverage of offline terminals, and continued to strengthen brand building and brand communication through universal public relations activities.

Jinliufu launched the “Happy Family Action” in Guangzhou during the spring festival this year, and then it held “Happy Family Night” in many places across the country which was a clarion call for public benefit. During wedding season in May this year, it created a dream wedding for ordinary people. Jinliufu cooperated with such premium brands as Chow Tai Fook to initiate the Jinliufu 2016 “Dream Wedding Plan” and went to many places to hold group dream weddings for newly-wed couples. Moreover, Jinliufu cooperated with wedding celebration brands in such fields as hotel, wedding dress and honeymoon trip to establish China Public Welfare Alliance for Wedding Celebration Services which provide consumers with one-stop wedding celebration services.

Brand value of VATS Liquor Store is RMB8.158 billion

In this monitoring report given based on finance, consumers’ behaviors and brand strength, VATS Liquor Store ranks No. 356 with brand value of RMB8.158 billion. Its brand value increases by RMB1.1 billion than that last year.

In 2015, the liquor industry was still at a crucial stage of development and adjustment. In the face of industry and market changes, VATS Liquor Store responded actively. Under the leadership of Chairman Wu Xiangdong, it implemented precision marketing strategy and held lots of brand marketing activities such as Zhenjiu cellared liquor ceremony, Zhenjiu tower tour exhibition, Golden?Moutai Guirenlai online marketing, 50th anniversary celebration of Robert Mondavi Winery, Domaine Piron and Alun B Griffiths Master Class activity, and Golden?Moutai photography competition. By adopting “event marketing” strategy, it created many new topics which attracted consumers and enhanced reputation of VATS Liquor Store and its products. It took lots of innovation measures so it achieved fast development and realized 30% operating revenue growth in 2015.

At the end of 2015, as to Guizhou Moutai (Golden) product of which VATS Liquor Store was the agent, the new product was already widely welcomed in the market at the stage of trial sale, and the first batch of products were sold out within less than one month after launch. This super single product is still popular in the market. VATS Liquor Store recently cooperated with Gujing to try the most popular Internet marketing mode- beautiful online celebrities were invited to present a visual feast of liquor culture to fans on Huajiao mobile live broadcast platform. It had nearly 130,000 person-times of viewers.