The "Charming Tianfu Brand Night", a highlight of the 2025 China Brand Day Sichuan event, took place in Chengdu on the evening of May 9. During the event, the Office of the Leading Group of Sichuan Province for Coordination and Promotion of Building a Strong Province in Quality Construction authorized 31 products to carry the "Tianfu Famous Products" regional public brand, including the Yilong series drones, Wuliangye's Eighth Generation series and Baoning Vinegar.

The "Tianfu Famous Products" is a premium regional public brand initiative developed by Sichuan Province, drawing on international common practices and domestic advanced experiences. It stands as a quality hallmark nurtured by Sichuan, symbolizing independent innovation, high-end quality and market acclaim. In line with the plans set by the provincial Party committee and provincial government to "cultivate 'Tianfu Famous Products' and establish a high-end brand matrix", the competent authorities of Sichuan Province have adhered to a "quality-centric, high-end positioning" philosophy, benchmarked against "domestic leading and international excellence" standard, and focused on five core quality pillars of innovation-driven development, standard-setting excellence, superior product quality, brand leadership, and social responsibility fulfillment. In doing so, they issued the Management Measures for "Tianfu Famous Products" Brand Construction (Trial) and formulated the Detailed Rules for Standard Development of "Tianfu Famous Products", the Detailed Rules for Certification of "Tianfu Famous Products", and the Detailed Rules for Brand Logo Authorization Management of "Tianfu Famous Products", making continued and joint efforts to advance the development of this quality-brand program.

In April last year, the province formally initiated the "Tianfu Famous Products" regional public brand application and certification process. Over the past year, this initiative has provided important momentum for driving consumption and domestic demand, while also supporting the high-quality development of modern industries.

According to a leading official from the Office of the Leading Group of Sichuan Province for Coordination and Promotion of Building a Strong Province in Quality Construction, enterprises and their products or services can acquire the "Tianfu Famous Products" brand logo authorization either through quality certification (requiring voluntary entrustment by enterprises and implementation by accredited third-party entities) or via self-declaration (involving an independent enterprise application with subsequent official audit and review). As of now, 31 products from 30 enterprises have been authorized to carry the "Tianfu Famous Products" brand certification. The "Tianfu Famous Products" regional public brand initiative will adhere to a quality-centric philosophy while emphasizing high-end positioning, with the goal of establishing it as Sichuan's gold standard of excellence—a hallmark representing the province's highest quality benchmarks. This initiative will continuously channel consumer purchasing power and resource elements toward high-quality products and services.