He believes that the liquor industry has adapted to the new consumerism trend in 2015, which is a twist to the slide in performance in the earlier stage. Liquor businesses are gradually heading towards recovery, and it also boosted the value chain in the industry and that will in turn build a sturdier foundation for future development. Deducing from the trend, he believes that the effect of the adjustment in the liquor industry will be more prominent this year, and it will welcome future development with a brand new style.

"At the beginning of 2015, we have already determined that the fast growing liquor production has gradually mellowed the curve and became stable, and this does not just equate the slowing down in the industry, but also the weakening of the external economic growth. And also, the decision to further development is also attributed to various factors such as the quality, technology, public interest and culture," says Song.

China Liquor Association started changing their mindset at the start of 2015, and setting up a 'National Rational Drinking Day' initiative to promote liquor and social responsibility, setting up a new liquor committee, establishing  China white spirits technical strategic alliance, and kicking start the formation of the liquor alliance. These few aspects garnered tremendous support from members and also a 'powerplant' equivalent to the industry.

Song further mentioned, "If we say that the past two years were spent rectifying mistakes, then 2016 is the time for us to expand and grow." From his point of view, as the industry progress,  we can gain new grounds only if we adapt to the trend and consumer needs. Not just achievable through price adjustments, product invention and marketing strategies, but also re-construct the relationship between the society and consumers. Only through embedding the notion of responsible drinking that we will be able to move the remodelling of the industry into a positive cycle.