知名文化学者、评论家、书法家、丝路文化大使肖云儒，知名文化学者、上海文史研究馆馆员、中国孔子基金会学术委员、央视《百家讲坛》主讲人鲍鹏山，中国酒类流通协会会长秦书尧，三位主讲嘉宾登台演讲。陕西省人民政府原副省长吴登昌，陕西省政协原副主席李晓东，陕西省工商联党组成员、副主席张宏伟，陕西省慈善协会常务副会长张文亮，宝鸡市凤翔区委书记刘维军，宝鸡市凤翔区委副书记、代区长白海明等领导嘉宾；陕西西凤酒厂集团有限公司党委书记、董事长、陕西西凤酒股份有限公司董事长张正，华山论剑品牌管理有限公司董事长董小军，以及文化界、商界代表、品牌全国盟友、媒体代表等五百余人共同见证了这场文化盛会。大会由陕西省慈善形象大使、陕西广播电视台主持人徐杰主持。

华山论剑品牌管理有限公司董事长董小军登台致辞，他深情回望品牌二十载征程，向一路同行的各级领导、行业伙伴、全国消费者及各界友人致以诚挚谢意。他表示，华山论剑西凤酒传承西凤酒三千年无断代酿艺，以文化为根、以品质为魂，品牌举办十三届品牌文化大会，已然成为中国文化白酒一道独特风景线。他指出，“信义”与品牌“勇、智、敏、仁”的精神内核一脉相承。面对白酒行业深度调整，信义正是穿越行业周期最坚实的护城河。二十年来，品牌对消费者以品质立信，对经销商以共赢立义，对社会以仁爱立心，信义已融入华山论剑血脉。最后他倡议社会各界以信立身、以义取利、以仁爱人、以勇创新，携手共筑诚信中国，共襄文化盛举，共创美好未来。

荟萃名家智慧 探寻信义本源

知名文化学者肖云儒以《中国文化结构中的华山论剑企业文化》为题发表主旨演讲。他把华山论剑 “勇智敏仁” 企业文化放到中华大文化格局中解读，以 “一、二、三、四” 梳理传统智慧内核。“一” 是统筹一体的认识观；“二” 为兼性互补的发展观；“三” 是第三范畴的创造观；“四” 即华山论剑西凤酒在实践维度“勇智敏仁”的企业理念。他肯定了品牌二十年深耕文化的成果，表示华山论剑企业文化最大的特点是以文化立魂、以文化带动企业发展，将中华传统文化的传播浸入到品牌营销的全过程中。这套文化理念的强大生命力，沉淀出企业最为珍贵的精神财富，也成为品牌行稳致远最丰厚的发展资本。

肖云儒主旨演讲

知名文化学者鲍鹏山以《信义，中国人精神的底色》为题展开演讲。他结合儒家经典与古今案例，深度拆解信义的文化内涵、价值边界与实践准则。他提出，人类精神世界分为知识、观点、观念、审美四层，而诚信是无需讨论的底层核心观念，是个人安身立命、国家固本立民的根本。孔子“人而无信，不知其可”“民无信不立”等论述，印证了诚信的核心价值，其重要性远超专业技能。他立足儒家文化本源，援引孔子拒认胁迫盟约、管仲舍小信成大义等典故，阐释守信并非僵化教条，真正的信义贵在坚守良知、兼顾情理大局，倡导将诚信品格与道义担当落到实践，为商业经营与社会发展赋能文化力量。

鲍鹏山主旨演讲

中国酒类流通协会会长秦书尧以《根深方能行远》为题发表主旨演讲。他指出，当前酒业正处于结构性调整期，上半年白酒产量同比下降4.7%，行业库存超3000亿元，过去靠产能扩张、渠道压货、概念炒作的打法已然失灵，行业竞争正从“比谁跑得快”转向“比谁根基深”。秦书尧会长以“五个根”系统阐释信义对酒业的深层意义：根在交易，信义是生意的底层逻辑；根在传承，一诺千金是中国商业文明的根脉；根在链条，厂商是休戚与共的命运共同体；根在口碑，消费者是最终裁判；根在格局，信义关乎产业高质量发展、行业道德、商业文明与国际化进程。他高度肯定华山论剑入围协会“领航者计划”，点赞品牌二十年如一日深耕文化品质、构建厂商命运共同体的长期主义实践，期许更多“信义领航者”企业涌现，共守行业信义之根。

深耕公益热土 践行信义担当

值此“中华慈善日”来临之际，大会特别举行了“华山论剑爱心满世界公益项目启动仪式”。现场，华山论剑品牌管理有限公司向陕西省慈善协会捐赠总价值400万元爱心礼包。

为表彰华山论剑长期以来对慈善事业的突出贡献，陕西省慈善协会常务副会长张文亮代表协会向品牌颁发“捐赠证书”。

为迎接第42个教师节，本次大会特别举办了“致敬最美教师”专项公益行动。华山论剑西凤酒为陕西师范大学、西北大学、西北政法大学、西安音乐学院、西安文理学院5所高校，以及西安交通大学附属中学、陕西师范大学附属中学等8所中小学，共计13所学校捐赠价值100万元的爱心物资礼包，以温情公益致敬教育耕耘者，传递尊师重教的社会正能量。

弘扬信义精神 凝聚行业力量

大会现场，“华山论剑诚信联盟揭牌仪式”隆重举行。陕西省工商联党组成员、副主席张宏伟，陕西省市场监督管理局二级巡视员张学军、陕西西凤酒厂集团有限公司党委书记、董事长、陕西西凤酒股份有限公司董事长张正，华山论剑品牌管理有限公司董事长董小军共同为“华山论剑诚信联盟”揭牌。此次诚信联盟的成立，标志着华山论剑的诚信建设从品牌自律迈向行业共建的新阶段，将携手更多合作伙伴共同守护消费权益、共建诚信生态。

为深入响应国家社会诚信体系建设号召，持续弘扬信义精神，号召更多行业同仁、民营经济界同道共同推进信用中国建设，大会现场重磅发布《华山论剑 信义中国宣言》。

主讲嘉宾鲍鹏山、秦书尧，与会嘉宾赵建宏、吴登昌、李晓东、桂维民、韩水岐、孟建国、张宏伟、张文亮、张学军、张正、董小军共同在宣言卷轴上郑重签署，正式宣布《华山论剑 信义中国宣言》隆重发布！

二十载薪火相传，以文化铸品牌根基；新征程逐光前行，以信义立发展之本。立足品牌二十周年全新起点，华山论剑西凤酒将继续秉承“勇智敏仁”的品牌精神，坚守“信义精神”的价值理念，深耕文化、坚守品质、践行公益，携手各界同仁，笃行诚信之道、深耕行业责任，共筑诚信中国新风尚、共启酒业发展新蓝图！（唐文辉 王三周）

On the morning of September 6, the Huashan Lunjian · China of Good Faith — 2026 Huashan Lunjian Xifeng Liquor Brand Culture Conference was grandly held at Shaanxi Guesthouse. Guided by the Shaanxi Provincial Federation of Industry and Commerce and the Shaanxi Charity Association, the event was hosted by Shaanxi Xifeng Liquor Co., Ltd. and Huashan Lunjian Brand Management Co., Ltd. Co‑organizers included the Qin Merchants General Chamber of Commerce, the Cultural Development Committee of Shaanxi Minjian, the Corporate Culture Development Committee under Shaanxi Provincial Federation of Industry and Commerce, and the Wine Special Committee of Shaanxi General Chamber of Commerce.

Three keynote speakers took the floor: Xiao Yunru, renowned cultural scholar, critic, calligrapher and Silk‑Road cultural ambassador; Bao Pengshan, distinguished cultural scholar, research fellow of the Shanghai Research Institute of Culture and History, academic council member of the China Confucius Foundation and speaker on CCTV’s Lecture Room; and Qin Shuyao, President of the China Alcoholic Drinks Circulation Association. Present among leading officials and distinguished guests were Wu Dengchang, former Vice‑Governor of Shaanxi Provincial People’s Government; Li Xiaodong, former Vice‑Chairman of the Shaanxi Provincial Committee of the Chinese People’s Political Consultative Conference; Zhang Hongwei, Member of the Party Leadership Group and Vice‑Chairman of Shaanxi Provincial Federation of Industry and Commerce; Zhang Wenliang, Executive Vice‑President of Shaanxi Charity Association; Liu Weijun, Secretary of the Fengxiang District Committee of Baoji City; and Bai Haiming, Deputy Secretary of the Fengxiang District Committee, Acting District Chief of Fengxiang District, Baoji City. Also in attendance were Zhang Zheng, Party Secretary and Chairman of Shaanxi Xifeng Distillery Group Co., Ltd. and Chairman of Shaanxi Xifeng Liquor Co., Ltd.; Dong Xiaojun, Chairman of Huashan Lunjian Brand Management Co., Ltd.; alongside more than 500 representatives from cultural and business circles, national brand partners and the media. The conference was hosted by Xu Jie, Shaanxi Radio and Television presenter and Shaanxi Charity Image Ambassador.

Dong Xiaojun, Chairman of Huashan Lunjian Brand Management Co., Ltd., delivered an address. He reflected affectionately on the brand’s 20‑year journey and extended sincere gratitude to leading officials at all levels, industry partners, consumers nationwide and friends from all sectors who had accompanied its growth. He noted that Huashan Lunjian Xifeng Liquor inherits Xifeng’s three‑thousand‑year‑old uninterrupted brewing craftsmanship, rooted in culture and driven by quality. Thirteen successive brand culture conferences have become a distinctive hallmark of China’s culture‑oriented baijiu industry. He pointed out that the spirit of “good faith and righteousness” resonates closely with the brand’s core ethos of “courage, wisdom, agility and benevolence”. Amid profound adjustments across the baijiu sector, good faith and righteousness constitute the most solid moat for weathering industry cycles. Over the past two decades, the brand has upheld good faith toward consumers through quality products, upheld righteousness toward distributors via win‑win cooperation, and upheld benevolence toward society through public welfare. Good faith and righteousness have thus been embedded in Huashan Lunjian’s corporate DNA. In closing, he called on all sectors of society to conduct oneself with integrity, pursue gains through righteousness, treat others with benevolence and forge ahead with courage and innovation, so as to jointly build a trustworthy China, celebrate cultural undertakings and embrace a promising future.

Gather Insights from Eminent Scholars, Trace the Origins of Good Faith and Righteousness

Xiao Yunru delivered a keynote speech entitled Huashan Lunjian’s Corporate Culture in the Framework of Chinese Culture Structures. He interpreted Huashan Lunjian’s corporate ethos of “courage, wisdom, agility and benevolence” within the broader landscape of Chinese civilization, unpacking traditional wisdom through the framework of “one, two, three, four”. “One” stands for a holistic outlook; “two” represents a developmental vision of complementary duality; “three” denotes a creative mindset of the third dimension; “four” refers to the brand’s practical philosophy of “courage, wisdom, agility and benevolence”. He commended the brand’s two‑decade commitment to cultural development. According to Xiao, Huashan Lunjian is distinguished by building its soul on culture and driving corporate growth through culture, integrating the dissemination of traditional Chinese culture into every link of brand marketing. This set of cultural values possesses enduring vitality, forming the enterprise’s most precious spiritual asset and its most abundant resource for sustained, sound development.

Bao Pengshan gave a keynote speech titled Good Faith and Righteousness: The Underpinning Ethos of the Chinese People. Drawing on Confucian classics and historical anecdotes, he delved into the cultural connotations, value boundaries and practical norms of good faith and righteousness. He divided human spiritual life into four layers: knowledge, viewpoints, values and aesthetics. Integrity, he argued, is a non‑negotiable foundational value, the bedrock for individuals to stand firm and for nations to achieve stable governance. Confucian maxims such as “A man without trust is inconceivable” and “A state cannot endure without the trust of its people” attest that integrity outweighs professional competence. Rooted in Confucian tradition, he cited historical episodes including Confucius’ repudiation of coerced covenants and Guan Zhong’s prioritizing greater righteousness over trivial pledges to illustrate that abiding by faith is not rigid dogma. True good faith and righteousness lie in upholding conscience while reconciling principles with real‑world realities. He advocated translating integrity and moral commitment into concrete practice to empower business operations and social progress.

Qin Shuyao, President of the China Alcoholic Drinks Circulation Association, presented a keynote speech Only Deep Roots Enable Far‑Reaching Progress. He observed that the baijiu industry is undergoing structural readjustment: baijiu output dropped by 4.7 % year‑on‑year in the first half of the year, with industry‑wide inventory exceeding 300 billion yuan. Old growth models relying on capacity expansion, channel stockpiling and concept‑driven hype are no longer viable. Competition has shifted from “racing for speed” to “competing on foundational strength”. He expounded the profound implications of good faith and righteousness for the liquor industry through “five roots”: rooted in transactions, good faith forms the fundamental logic of business; rooted in heritage, keeping one’s word is the wellspring of Chinese commercial civilization; rooted in industrial chains, manufacturers and distributors form a community of shared interests; rooted in public reputation, consumers are the ultimate arbiters; rooted in vision, good faith and righteousness bear on high‑quality industrial development, professional ethics of the trade and international engagement. He spoke highly of Huashan Lunjian’s inclusion in the Association’s “Pioneer Program”, praising its two‑decade long‑term commitment to culture, quality and building a community of shared interests between manufacturers and distributors. He expressed hope that more “good‑faith pioneers” will emerge to safeguard the industry’s foundation of integrity.

Deepen Public‑Welfare Endeavours, Embrace Responsibilities Rooted in Good Faith

On the eve of China Charity Day, the grand launching ceremony of the Huashan Lunjian Love for All Public‑Welfare Project was held during the conference. On‑site, Huashan Lunjian Brand Management Co., Ltd. donated love packages worth a total of 4 million yuan to the Shaanxi Charity Association.

In recognition of the brand’s outstanding contributions to philanthropy over the years, Zhang Wenliang, Executive Vice‑President of Shaanxi Charity Association, presented a donation certificate on behalf of the Association.

To mark the 42nd Teachers’ Day, a special public‑welfare initiative Salute to Outstanding Educators was staged. Huashan Lunjian Xifeng Liquor donated love supplies worth 1 million yuan to thirteen schools: five universities including Shaanxi Normal University, Northwest University, Northwest University of Political Science and Law, Xi’an Conservatory of Music and Xi’an University of Arts and Sciences, as well as eight middle and primary schools such as the High‑School Affiliated to Xi’an Jiaotong University and the High‑School Affiliated to Shaanxi Normal University. The gesture paid warm tribute to educators and fostered a social ethos of respecting teachers.

Promote the Spirit of Good Faith and Rally Industry Stakeholders

The unveiling ceremony of the Huashan Lunjian Integrity Alliance took place. Zhang Hongwei, Member of the Party Leadership Group and Vice‑Chairman of Shaanxi Provincial Federation of Industry and Commerce; Zhang Xuejun, Second‑Level Inspector of Shaanxi Provincial Administration for Market Regulation; Zhang Zheng, Chairman of Shaanxi Xifeng Liquor Co., Ltd.; and Dong Xiaojun, Chairman of Huashan Lunjian Brand Management Co., Ltd., jointly unveiled the plaque. The establishment of the Alliance marks a transition of Huashan Lunjian’s integrity‑building from self‑discipline within the brand to cross‑industry collaborative development. It will unite more partners to protect consumer rights and cultivate an honest business ecosystem.

To respond to the national strategy for social credit‑system development and advocate the spirit of good faith and righteousness, calling on industry peers and private‑sector participants to advance the building of a credit‑based China, the conference officially released the Huashan Lunjian · Declaration for a China of Good Faith.

Keynote speakers Bao Pengshan and Qin Shuyao, together with distinguished guests including Zhao Jianhong, Wu Dengchang, Li Xiaodong, Gui Weimin, Han Shuiqi, Meng Jianguo, Zhang Hongwei, Zhang Wenliang, Zhang Xuejun, Zhang Zheng and Dong Xiaojun, solemnly signed the declaration scroll, formally issuing the document.

Twenty years of unremitting inheritance have forged the brand through culture; a new journey forward shall be anchored in good faith and righteousness. Standing at the new starting point of its 20th anniversary, Huashan Lunjian Xifeng Liquor will continue to uphold its brand ethos of “courage, wisdom, agility and benevolence”, adhere to the values of good faith and righteousness, advance cultural undertakings, uphold product quality and deliver public‑welfare outcomes. Joining hands with all sectors, it will steadfastly pursue integrity, shoulder industry responsibilities, foster a new social climate of a trustworthy China and chart a promising new chapter for the baijiu sector.

(Reported by Tang Wenhui, Wang Sanzhou)