When a dark horse in the Jiang-flavor liquor industry meets a big name in the liquor industry, a transformation in brand value is taking place. Recently, Guizhou Guofeng officially announced that Mr. Xie Bao, the chairman of the Shen Zhen Liquor Association, has been appointed as the brand consultant for its product, Shengjiu. This authoritative expert, who has 38 years of industry experience, will inject dual momentum into the development of Shengjiu with his deep insight into the liquor market and the credibility of the association's resources.

Since entering the liquor industry in 1987, Xie Bao has personally experienced the entire process of China's liquor industry transitioning from a planned economy to a market-oriented one. His career spans the entire production and sales chain. In his early years, he focused on liquor trade and led the expansion of several famous liquors in the South China market. In the 2010s, he spearheaded the compilation of the country's first group standard for "Liquor Retail Terminal Service Management Regulations", and was awarded the title of "Outstanding Contribution to Chinese Liquor Merchants" by the China Alcoholic Drinks Circulation Association. During his tenure in the industry association, he led the promotion of the integrity system, integrated industry resources, and participated in initiating environmental protection projects such as the protection of water resources in the Chishui River.

As the chairman of the the Shen Zhen Liquor Association, Xie Bao's appointment will inject multiple core values into Shengjiu.

Xie Bao's nearly four decades of professional experience and industry insights, coupled with his grasp of the market cycle patterns of Jiang-flavor liquor, will provide guidance and support for Shengjiu's long-term development strategy. He will facilitate the brand's transformation and upgrading in four directions: professionalism, authority, standardization, and innovation, to achieve high-quality development.

Xie Bao's experience in leading the formulation of industry standards will drive Shengjiu to improve its existing standard system in terms of brewing process standardization, product value systematization, and quality certification authoritativeness, helping it grow into an industry benchmark.

As a wholly-owned subsidiary of Qidian Guofeng (01280.HK), a Hong Kong-listed enterprise based in Shenzhen,Guizhou Guofeng has been comprehensively empowered by its parent company. Driven by the dual engines of "product + model", it has deeply leveraged AI to empower the entire industry chain of production, marketing, and brand communication. In the past two years, it has swept the Jiang-flavor liquor industry as a game changer. Currently, its raw liquor reserves reach 10,000 tons, and its aged liquor reserves exceed 3,000 tons. In 2024, its brand 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. Through this cooperation, Shengjiu can deeply integrate into the Greater Bay Area liquor resource network, strengthen strategic collaboration with regional leading enterprises, and based on the Guangdong-Hong Kong-Macao Greater Bay Area, radiate across the country, becoming a new benchmark leading the development of high-end Jiang-flavor liquor towards affordability and culturalization.

It is noteworthy that the experience of Xie Bao in the Chishui River environmental protection project led by the association can also be applied to Guizhou Guofeng, enabling it to upgrade its ecological brewing strategy and establish a comprehensive ecological and environmental protection system. While promoting the development of the enterprise, it achieves harmonious coexistence with the biodiversity of the river basin, setting a new paradigm for sustainable development in China's Jiang-flavor liquor industry.