Chang'an Sauce-flavored Liquor Breaks into the High-end Market with a "National Trend" Strategy: Building a Chinese Etiquette Icon Through a Dual-Engine of Culture and Technology

 

Beijing, April 18 , 2025 – At the “ National Trend Music Town Ecosystem Launch Conference ” hosted by Guochao Culture, Chang’an Sauce Liquor won the annual title sponsorship for RMB 60 million and systematically explained its brand strategy of “ culture as the soul, technology as the tool, and ecology as the network ” .

As a benchmark brand of Chinese ceremonial and hospitality liquor, Chang'an Sauce Liquor has achieved a 37% year-on-year growth against the backdrop of a slowdown in the overall growth rate of the liquor industry to 5.2% by deeply integrating traditional culture with modern consumption scenarios. Its national trend series products contributed more than 68% of revenue, becoming a new model for traditional culture to empower the real economy.

Cultural Breakthroughs: From Historical Symbols to Carriers of Etiquette

       Chen Feng, Chairman of Chang'an Sauce-flavored Liquor, explained the brand's cultural genes to the guests: " The two characters 'Chang'an' are a symbol of Chinese civilization, and its history can be traced back to the early years of Yongxing in the Former Qin Dynasty 2,100 years ago. The cultural accumulation of the Han and Tang Dynasties has infused the brand with soul. " The bottle design is inspired by " poetry, the moon, and the thirteen dynasties ," and uses the phases of the moon to show the Chinese people's philosophical thoughts on time.

Third-party research shows that in 2024 , the usage rate of Chang'an sauce-flavored liquor in government and foreign affairs reception scenarios increased to 62% , and its " cultural credibility " score reached 9.2 out of 10. The " Ritual and Music Corridor " built in the Guochao Music Town recreates historical scenes such as the Zhou Dynasty's rural drinking ceremony and the Tang Dynasty's Qujiang Banquet.

Technology empowers: Through traceability systems and digital marketing loops, Chang'an Baijiu deeply integrates digital technology into the user experience;

Omnichannel management: Utilizing the OPENCARD intelligent system, it integrates data from all channels, including personal e-commerce, short videos, and social media groups, to automate revenue sharing and settlement, empowering over 3,000 distributors;

Digital Identity System: Each bottle of wine is equipped with a unique digital ID . Consumers can scan the code to join the brand community and participate in content co-creation. " Technology makes traditional culture perceptible and engaging, " Chen Feng revealed. Through the OPENCARD national trend ticketing system, the consumption data of 2.3 million users will be accumulated, achieving precise conversion of music festival attendees into wine consumers, increasing the repurchase rate by 29% , far exceeding the industry average.

Chang'an International Club: The Value Hub of the High-End Circle

The fifth annual " Chang'an Night " gala, held that evening, lasted until 11 p.m., and featured a targeted invitation to core distributors, high-net-worth members, and industry chain partners. The event facilitated resource connections through the tasting of four themed wines: Han, Zhou, Tang, and Qin. The " Qin " series, in particular, had a pale golden hue and exuded a complex aroma of flowers, fruits, and aged notes. Guests at the tasting commented: " It felt like touching the pulse of history; a brief sip evoked a profound emotional resonance. "

Wang Jia, president of Chang'an International Club, stated: "Over the next three years, we will build ' Chang'an Baijiu Culture Experience Centers ' in 12 cities including Beijing, Tianjin, Shanghai, Hainan, and Xi'an, promoting the transformation of baijiu from a consumer product to a cultural asset. "

Industry Implications: Reconstructing the Dimensions of Brand Competition

Experts pointed out: " The practice of Chang'an sauce-flavored liquor proves that Chinese brands need to shift from price competition to value competition."

When Han and Tang dynasty music and dance blend with modern holographic technology in the town's night sky, this brand breakthrough, anchored by culture, leveraged by technology, and networked by ecology, is providing a vivid interpretation of the upgrading of China's traditional industries . Here, wine is not only a commodity, but also a medium for the inheritance of civilization and a carrier of value resonance.