Spring Sugar Focus? Xu Fu Liquor Industry Makes This "Value Lane Battle" Resounding

How can AI and Xufu’s partner co-creation model enhance channel resilience?

Produced by | Zhongfang Network

Reviewed by | Li Xiaoyan

By 2026, the Baijiu industry will bid farewell to粗放 growth driven by scale expansion and high-altitude marketing, fully entering a new cycle of high-quality steady growth. Industry competition will shift from advertising battles and channel wars to deepening terminal engagement and value-driven mental targeting. In the dual context of stock game and structural differentiation, those who can get closer to users, bind partners, and solidify quality will gain the initiative amid changes.

Xufu Liquor, a core enterprise of Sichuan Liquor Group and a longstanding national优酒 producer, adheres to the overarching principle of “Integrity and Innovation, Steady Progress for the Future.” At this year’s Liquor Expo and Spring Sugar Fair, it launched the themed campaign “Initial Xufu · Smooth Xufu · Deep Xufu,” implementing the annual strategy through “Two Cities, Three Exhibitions,” utilizing scenario-based communication, partner co-creation, and quality support. This completes a closed loop from top-level design to market practice, becoming a typical example of industry value cultivation.

The essence of Baijiu is social and emotional carriers; the ultimate battlefield of brand competition is people’s hearts. Xufu breaks away from traditional one-way sales logic, centering on “Xufu Culture,” building a progressive communication system that moves the brand from the booth into the crowd, shifting from transaction to heartfelt connection.

Initial Xufu breaks the circle, reaching broad traffic. At the exhibition site, the IP characters “Blue Friend” and “Little Green Hero” attract attention and go viral. Lightweight interactions break boundaries, allowing the brand to reach young groups and the general public with a more friendly and interesting approach. Xufu extends its brand reach into market capillaries, activating senses through scenarios, replacing mere indoctrination with participation, transforming from “I tell you” to “We do it together.”

Smooth Xufu deepens engagement, binding partners with depth. In dedicated marketing spaces, Xufu creates the “Partner Negotiation Week,” focusing on long-term future rather than short-term sales, engaging distributors in understanding brand value and jointly exploring market strategies. This practical, long-term cooperation not only embodies the concept of a shared destiny between manufacturers and partners but also strengthens emotional and trust foundations for terminal empowerment.

Deep Xufu resonates emotionally, forging close friendships. Future initiatives include inviting “Old Friends Gathering at the Palace” through official platforms, launching the “Close Friends Day” event to gather connoisseurs and lovers of Baijiu, turning users into brand empathizers and co-creators. From initial encounters to deep alignment, Xufu employs a full-cycle communication chain to transform user relationships from one-time transactions into sustainable companionship, rooting the original intention of “making pure grain good liquor affordable for ordinary people.”

This “Spring Sugar Trilogy” essentially reflects Xufu’s profound understanding of user empathy: involving the most knowledgeable about Baijiu in brand building, giving products vitality through dialogue, and enabling word-of-mouth to generate viral growth.

From scenario-based circle-breaking to relationship deepening, from value communication to partner co-creation, Xufu constructs a resilient support system through scenario and relationship, quality and product, maintaining strategic focus amid industry fluctuations.

Scenario and relationship anchors turn touchpoints into emotional triggers. When brands step out of fixed booths and integrate into cities and communities, they do more than extend physical contact—they build emotional connections. Xufu transforms each interaction into relationship accumulation, converting one-time traffic into long-term assets. This connection, triggered by scenarios and deepened through relationships, is difficult to replicate and irreplaceable, forming the deepest moat for the brand.

Product and quality anchors support empathy and resonance. As a traditional national优酒, Xufu upholds craftsmanship with pure grains and rich heritage, simultaneously optimizing product structure to cover a full spectrum from mass to high-end. The Blue Label Xufu Daqu remains a benchmark for national staple liquor, while the Ruya series, with patented craftsmanship, won the “2025 Qingzhuo Award · Annual New Product.” The star product matrix adopts a three-dimensional offensive and defensive posture, fitting various scenarios, price points, and consumer groups, becoming a core weapon in terminal battles.

Products are the ultimate carriers of brand value. Xufu drives product-market empathy and resonance through quality and innovation, safeguarding the mass consumer base while upgrading to mid-to-high-end segments. This supports channel strength, stimulates sales, and wins at the terminal, fueling market expectations for future strategies.

During industry adjustments, most companies choose to shrink and defend, but Xufu advances with a steady and purposeful approach—avoiding aggressive rushes and blind followings, crossing cycles with long-term vision, and countering uncertainties with meticulous cultivation.

From the strategic mobilization at the distributor value co-creation conference to practical actions at liquor expos and Spring Sugar Fair, Xufu consistently centers on “excellence” and “reliability,” deeply integrating top-level planning with terminal execution. It upholds the original quality of traditional national优酒, inheriting brewing techniques and strictly controlling product quality to preserve the long-term roots and soul; meanwhile, it embraces innovation in scene creation, communication, channels, and products to meet the needs of the new generation of consumers.

On the channel side, Xufu abandons traditional inventory-based models, shifting toward a symbiotic system of manufacturer and distributor centered on shared value. Through policy support, operational empowerment, and market co-creation, it forms a community of interests, careers, and destiny, enhancing channel resilience and sales efficiency.

On the user side, it emphasizes daily, emotional, and experiential engagement—integrating the brand into real scenes like dining, gatherings, and gifting—using perceptible, participatory, and shareable methods to reduce communication costs and increase brand warmth, revitalizing the old brand.

Objectively, the trend of increasing industry concentration, rationalized consumption, and refined channels is irreversible. Regional famous wines and veteran brands still face challenges such as brand upgrading, nationwide expansion, and attracting younger consumers. Xufu’s scene-focused deep cultivation and value co-creation are pragmatic responses to these trends, but its terminal implementation efficiency, product matrix iteration pace, and nationwide deployment still require market validation.

Undoubtedly, Xufu’s approach of “upholding integrity,” “innovating,” and “steady progress” has charted a path of high-quality development suited to itself: not pursuing short-term scale, but focusing on long-term value; not obsessed with high-volume noise, but deeply engaging hearts; not relying on a single tactic, but building systemic capabilities.

Xufu’s new “story” is not just a marketing debut at Spring Sugar but a strategic declaration of an old brand in the new industry era. In today’s value-driven battlefield, Xufu uses scenarios as bridges, quality as foundation, partners as wings, and users as the center—integrating strategy into details, trust into cooperation, and reputation into market.

From “Initial Xufu” encounters to “Smooth Xufu” collaboration and “Deep Xufu” co-creation, Xufu proves through action: the future of Baijiu lies not in noisy hype but in steadfast perseverance; not in aggressive expansion but in solid cultivation; not in unidirectional output but in mutual achievement.

By 2026, industry adjustments will continue, but the power of certainty is rising. With its heritage of traditional优酒 and the posture of a new名酒, Xufu steadily advances on the track of scenario deep cultivation and value co-creation, providing a model for the industry to learn from. We have every reason to believe that this brand, committed to its original intention and embracing change, will unleash greater momentum in future value pursuits, walking steadily and far in the long-term journey.