At its 2026 interim results briefing, Shanxi Fenjiu chairman and party secretary
Yuan Qingmao laid out a four-part plan to target younger consumers. Product:
launch lightweight small bottles (≤100ml) of Fenjiu, Zhuyeqing and Xinghuacun to
open youth consumption channels. Scene: upgrade exclusive stores, terminal
outlets, restaurants and bars into co-creation venues with young consumers and
pilot new consumption scenarios tied to lifestyle changes. IP: roll out monthly
consumer co-creation IP campaigns, including an Everyone Loves Fenjiu series.
System: pursue system-wide innovation across product, marketing and management
centered on co-creation with young consumers to support the youth strategy’s
rollout.
