After the reform of the Heqing Distillery into a private sector in 1997, the company proposed and implemented the strategy of "building a leading Yunnan liquor brand" based on the experience and lessons learned from the development of state-owned distilleries. First, it invests more than 3 million yuan every year to strengthen product advertising and expand product visibility; second, it invests 120 million yuan to implement comprehensive technological transformation and expansion of the enterprise. Standardized, standardized and modernized production has been achieved; third, on the basis of retaining the traditional brewing skills of Heqing dry wine, introducing talents and technology, relying on science and technology to promote product structure optimization and quality improvement; fourth, strengthening the construction of corporate culture and constantly incorporating characteristics Injecting culture into products makes the brand cultural connotation more and more profound and promotes marketing; fifthly, we strive to expand the market and establish a brand image first in every market we enter so that it can be recognized by the market, stand firm, and sell well. After unremitting efforts, the brand effect of Heqing Dry Wine has been obvious. The products not only cover the entire province of Yunnan, but also have entered some markets in 10 provinces and cities, including Beijing, Shanghai, and Zhejiang. The sales volume has increased year by year. It not only has a good market reputation, but also has a good reputation in the market. It has been recognized by all parties. In February 2007, "Guxiang" brand "52% VOI Heqing Dry Wine" won the title of "Top Ten Famous Wines in Yunnan" from 2006 to 2009; in December 2009, it was among the top ten outstanding brands in Yunnan ( People) won the title of "Top Ten Meritorious Brands in Yunnan" in the selection; the "Guxiang" and "Heqingqian" trademarks registered by the company were both recognized as "Yunnan Famous Trademarks"; in 2012, the "Heqingqian" trademark was recognized as Well-known trademark in China.