On June 29, 2025, Ms. Li Hongbing, Vice Chairman of the China National Association For Liquor And Spirits Circulation, General Manager of Jinpinyuan Liquor Co., Ltd, and Chairman, officially assumed the position of brand consultant for Shengjiu, a brand under Qidian Guofeng (1280.HK). Ms. Li Hongbing will serve as a strategic advisor, assisting Shengjiu in achieving its vision of "enabling 100 million people to enjoy healthy and good Jiang-flavor Baiju" and jointly exploring new paths for high-quality development in the industry.

As early as the 1990s, Li Hongbing ventured into the Baijiu industry. From being a regional liquor merchant in the early days to becoming the helmsman of a nationwide operator, from a single product to over a hundred renowned liquor products, and then to creating five major single products with sales exceeding 100 million yuan each, such as Xifeng, Maotai Chunxiang, and Wuliang Craft Beer, Li Hongbing has spent over two decades building a renowned liquor business empire. With valuable transformation experience and outstanding contributions to the liquor industry, Li Hongbing has been awarded prestigious titles such as "Outstanding Female Leader in the Chinese Liquor Industry", "Outstanding Liquor Merchant in the 70th Anniversary of the Chinese Liquor Industry", and "2024 Annual Figure in the Circulation of the Chinese Liquor Industry".

As a Hong Kong-listed company positioned as an AI-empowered OMO new consumption platform, Qidian Guofeng has been laying out its plans in the Baijiu sector since 2022. Its brand Shengjiu has broken through the price barrier of Jiang-flavor Baijiu with its "high quality and affordable" strategy, formed a highly sticky private domain traffic pool through its original Shengyouhui model, and quickly stood out in the Sauce-aromad liquor industry as a game changer. Currently, its raw liquor reserves amount to 10,000 tons, and its aged Baijiu reserves exceed 3,000 tons. In 2024, the brand's value exceeded 8.183 billion yuan, and in 2025, it was honored with both the "Top Ten Influential Brands of the Year" and "Most Promising Project of the Year" awards.

After assuming the position of brand consultant, Li Hongbing will serve as both an expert from the association and a practical strategist for the nationalization of regional famous liquor, building a bridge between policy and market for Shengjiu, empowering it with both industry resources and practical experience.

In terms of policy empowerment, Li Hongbing will leverage her deep experience in the construction of alcohol circulation policies and standards to connect Shengjiu with industrial policy resources and optimize the development environment. At the same time, he will promote Shengjiu's participation in the formulation of industry quality standards, strengthen the core positioning of the brand as a "model of high quality and affordable price", and lead a healthy competition ecosystem.

In the field of channel ecosystem construction, Shengjiu can draw on its successful "billion-level brand incubation model" to integrate full-scenario channels such as supermarkets, catering, and new retail, create an efficient and collaborative supply chain system, and reduce circulation costs to benefit consumers.

Li Hongbing's forward-looking grasp of industry trends and experience in navigating through cycles will also inject strategic foresight into Shengjiu. In 2004, she seized the opportunity of healthy consumption to establish the "Ronghua Fugui" health wine brand. In recent years, she has anticipated the rise of fen-flavor Baijiu and taken early steps to expand her business layout. Furthermore, before Moutai's downsizing, she took the lead in withdrawing low-end products and shifting to the mid-to-high-end market, completing product structure optimization and demonstrating excellent risk management and control capabilities. These experiences will help Shengjiu establish a dynamic supply and demand mechanism and an agile supply chain system, accurately plan potential product categories, and achieve steady growth.

This collaboration serves not only as an accelerating engine for Shengjiu's nationalization process but also as an innovative model featuring a three-dimensional linkage of "association + renowned enterprise + brand", providing a new paradigm for the nationalization exploration of regional liquor industry. Through the deep synergy of policy resources, business acumen, and brewing craftsmanship, Shengjiu is embarking on a new era journey as a national Jiang- flavor Baijiu with its market positioning of "high quality at affordable prices".