Attendees view Xifeng Liquor's exhibits at the Famous Consumer Brands Achievement Fair in Baoji, northwest China's Shaanxi Province, Nov. 4, 2026.
Xifeng Liquor, one of the famous Chinese consumer brands, has broken through the boundaries of traditional manufacturing, and promoted the deep integration of baijiu brewing with brand communication, cultural tourism experiences, commerce, trade and other modern services, in an effort to enhance brand influence, Zhang Zheng, chairman of Shaanxi Xifeng Liquor Co., Ltd., said at a consumer brands-themed event.
Zhang made the remarks at the Famous Consumer Brands Achievement Fair, which was held in Baoji City, northwest China's Shaanxi Province on November 4.
More than 160 people attended the event with participants discussing paths for the deep integration of advanced manufacturing and modern services, and exploring ways to cultivate competitive specialty industries and build high-quality consumer brands in regions participating in Belt and Road cooperation.
According to Zhang, Xifeng Liquor has completed trademark registration in 20 countries and regions, with products sold to more than 30 countries and regions across five continents.
Xifeng Liquor has been passed down for thousands of years without interruption and is a typical representative of China's historically and culturally renowned baijiu.
"A consumer product that stands the test of time must both preserve the essence of its craft and uphold the bottom line of quality," said Zhang.
On November 4, the consumer brand exhibition attracted the attention of the attendees. At Xifeng Liquor's booth, products including Red Xifeng and the classic red-cap green-bottle series were neatly displayed, forming a complete product matrix that blends traditional aesthetics with modern taste.
From the inheritance of brewing techniques to innovation in liquor-tourism formats, Xifeng Liquor has forged a path of industrial integration that is "grounded in manufacturing and empowered by modern services."
Xifeng Liquor's practice shows that the core of deep two-industry integration for traditional manufacturers lies in completing a strategic shift from "production-oriented" to "consumer-oriented." Only by consolidating product strength through advanced manufacturing, expanding new consumption scenarios through modern services and building bonds of emotional recognition through culture can a time-honored brand gain new vitality amid the tide of the times. (Edited by Hu Pingchao with Xinhua Silk Road, hupingchao@xinhua.org)
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