From September 9 to 12, the 8th Guizhou Alcohol Expo was held in Guiyang. Designed with the theme of “Zhen Fun”, Zhenjiu Booth abandoned the previous display model of “selling alcohol + selling alcohol + selling alcohol ” and introduced a unique cross-border experience that attracted many visitors.

At this expo, Zhenjiu Booth covered an area of more than 1,200 square meters. The sales area that designed in a “tavern” style occupied less than one-fourth of the display area, and most of the area was used for cultural display and brand linkage to create an interactive platform of “Zhenjiu Carnival” that provided “beautiful food, good alcohol, interesting activities, and feast to eyes” for consumers.

Behind the game experience area of the booth was a simulation space of the “1975 Maotai Science Experiment Workshop”, which showed the origin, development process, brewing process and outstanding achievements of “Zhenjiu”. Many visitors were attracted to this place.

The person in charge of Zhenjiu said that “Zhenjiu Carnival” was divided into four sections: “Zhenwei Tavern”, “Zhenjiu Channel”, “Zhenqing Feast” and “Flashing Market + Zhenwei Bookstore”. The game and the relocated production workshop were arranged in the “Zhenjiu Channel”, where highly interactive activities such as hoop game, pitch-pot game, preparation of popular cocktail, and exchange readings provided much fun and entertainment. “These are part of the carnival. These activities are designed to fully integrate the alcohol culture, so that drinking is no longer a simple liquor tasting, but a chance to be exposed to some alcohol culture.”

“Those are very special activities. They provide not only alcohol, but also wedding dresses, drinks and snacks. We not only taste alcohol products, but also experience a unique tavern atmosphere, which helps us to accept the history and culture of Zhenjiu more easily,” said Ms. Wu from Guiyang happily.

Experts in the industry commented that these activities designed by Zhenjiu were important for steering the industry marketing towards fashion, personality, health and youthfulness. In the era of social media, hot words such as consumerization, experience, civilian, and youthfulness are constantly mentioned in the industry, but companies may tumble into a path of self-consumption and destruction if they resort to hype or sensational events in marketing just in order to cater to the consumer market without ensuring their product quality. Striking a balance between marketing and quality requires strength and endurance in companies themselves.

Hu Bo, general manager of Zhenjiu Liquor Co., Ltd. said in an interview at the expo,: “The essence of innovation rests in product quality. When it comes to innovation, Zhenjiu is always committed to product quality and craftsmanship. “Zhenshiwu”, the core product of Zhenjiu, is the embodiment of its craftsman spirit.”