Company Website
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Company Introduction
Qifei Brand Management Co., Ltd. is founded by Bai Qi , a leading expert in content marketing and the creator of the WeChat Official Account, "BrandBai" . Formerly with Tmall and Douyin E-commerce Compass, he now focuses on propelling brand growth through influencer marketing (celebrities, KOLs, and KOCs).
As a key example of his success, he assisted the traditional yellow wine brand "Kuaijishan" in achieving over 10 million RMB in new product sales on Douyin for two years in a row, which in turn caused its stock to hit the daily trading limit on successive days.
Product concept, highlights and added value
Product Concept:
This product is dedicated to the "Rejuvenation of Century-old Huangjiu." It aims to shatter the stereotype that traditional Huangjiu is "aging and tastes old," exploring a trendy expression of this national heritage.
Innovation Highlights:
Craftsmanship & Taste:
Innovatively fusing an authentic Huangjiu base with a sparkling texture, we created a low-alcohol, refreshing, and palate-cleansing new canned beverage. This design precisely targets young consumers' scenarios for summer dining and late-night snacks.
Marketing Model:
We pioneered a "Celebrity + Influencer" Dual-Star Drive model. By leveraging spokesperson Daniel Wu's national-level influence to build brand trust and endorsement, combined with top influencer MR-Bai Bing's entertaining content to ignite viral traffic on TikTok (Douyin) E-commerce, we achieved a seamless integration of branding and sales performance. This strategy drove the company's market capitalization up by billions, hitting the daily stock price limit-up 4 times within 6 days.
Added Value:
This strategy not only created a sales miracle with a single-product GMV exceeding 50 million during the 618 Shopping Festival but also achieved a generational leap for the brand's assets. It successfully transformed traditional Huangjiu into "social currency" for the younger generation, effectively capturing the precious Gen Z incremental market for this time-honored brand.
Product Images
Please briefly describe how your product communicates with consumers
Our communication with consumers begins with a deep insight into the paradoxical demand of the younger generation: they desire both traditional heritage and trendy experiences.
In terms of R&D and design, we broke the barrier that Huangjiu is "high in alcohol and tastes old" by pioneering a sparkling Huangjiu craftsmanship. By lowering the alcohol content and infusing a dense, sparkling texture, we transformed the heavy traditional national heritage into a light, refreshing beverage. This design perfectly matches young people's social scenarios, such as summer gatherings and late-night snacks, allowing the taste itself to speak directly to the consumers' palates.
regarding marketing communication, we rejected preachy traditional advertising in favor of a "Dual-Star Drive" strategy. On one hand, we leveraged spokesperson Daniel Wu's national recognition to build trust in quality. On the other hand, through the entertaining reviews of top TikTok (Douyin) influencer MR-Bai Bing, we broke through social circles with authentic and grounded content. This strategy not only created a sales miracle with a single-product GMV exceeding 50 million during the 618 Shopping Festival but also successfully transformed the time-honored Huangjiu into "social currency" for young people, allowing the brand to re-enter the vision of Gen Z with a youthful and vibrant posture.
Product Images
Ingredients List Photograph
Launch Date
2025-5
Target Consumer
Young men aged 18-35
Weight/Volume per Pack
290ML
Price per Item
9.9元/罐
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
East China and South China
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel
Market Performance
Since its launch, the product has demonstrated explosive market performance, rapidly breaking the sales ceiling of traditional Huangjiu and becoming a phenomenal hit in the category.
Key sales data includes:
Explosive Growth: During the 618 Shopping Festival, the GMV (Gross Merchandise Volume) for this single product exceeded 50 million RMB across the entire network, setting a new sales record for the Huangjiu category in the youth market.
Livestream Conversion: In collaboration with top influencers, the product frequently "sold out in seconds" upon release in livestreams, with conversion rates far exceeding the industry average, triggering widespread sharing on social media.
Category Ranking: The product has consistently topped the sales charts in the Huangjiu category on core e-commerce platforms such as TikTok (Douyin) and Tmall.
These figures prove that Sparkling Huangjiu has successfully revitalized the dormant Huangjiu market, achieving a leap from "niche tasting" to "mass repurchase."