ethermoncrypto| Lu Xianxun: Hundred yuan is a golden track for new brands of sauce wine. To grow sauce wine, we must adopt an omni-channel model!

editor2024-05-27 15:41:498Family

Special topic: 2024 Round Table on the Development of Guizhou Liquor Enterprises

"Shouzheng, Innovation and Co-Protection of Guizhou Liquor BrandEthermoncrypto, gather wisdom and strengthen the advantageous industrial cluster. From May 26 to 27, the 2024 round table on the development of Guizhou liquor enterprises was held in Maotai International Hotel. as an important annual meeting to examine and plan the development of Guizhou liquor industry, Guizhou Liquor Enterprise Development Roundtable attracted much attention from the industry.

ethermoncrypto| Lu Xianxun: Hundred yuan is a golden track for new brands of sauce wine. To grow sauce wine, we must adopt an omni-channel model!

At the "Liquor Industry Exchange reception" held on the afternoon of May 26, Lu Xianxun, general manager of the Heiner institution, said when sharing that it is necessary to properly handle the six major relationships of fast and slow, big and small, high and low, less and more, left and right, long and short, to promote the high-quality development of Guizhou liquor.

In terms of the relationship between "fast" and "slow", Lu Xianxun said that 2019-2021 was the high-speed development stage of Maotai-flavor liquor and Guizhou liquor, from Maotai fever to category fever, as long as it is Maotai liquor, as long as it is Guizhou liquor, do not worry about selling. The change of soy sauce from "fast" and "slow" is the inevitable result of soy sauce hot from channel to consumption, the only way from Guizhou to the whole country, and the industrial law of soy sauce from minority to mass.

In the relationship between "big" and "small", Lu Xianxun believes that the biggest change in the current Guizhou liquor compared with sauce liquor in 2017 is that the brand matrix has been formed. The soy sauce wine in 2017 is the only one in Maotai, and the soy sauce wine in 2024 is already in full bloom, Maotai is in full bloom, Xi Jiu and Lang Liquor are outstanding, Guotai, Zhenjiu, Jinsha and Diaoyutai are rising strongly, and new stars such as Wangjiufang, Yuanming Old Wine, Renhuai Sauce Wine and an Liquor are shining.

"centralized consumption by brands, so as to achieve industrial concentration and intensive development, is an important trend and main dividend of soy sauce liquor and Guizhou liquor in the future." Lu Xianxun said.

In the relationship between "high" and "low", Lu Xianxun said that most of the successful soy sauce brands from 2017 to 2023 were successful through the opportunity window of high-end and sub-high-end industries, and were successful on the basis of high cost, high value and high price. However, not any kind of soy sauce can be comparable to Maotai, the excessive high-end of soy sauce and wine may also be the bubble of category performance-to-price ratio, which will affect the interests of consumers. The 100-yuan price belt will be the golden track for the new brand of soy sauce and wine. Therefore, popular science crushed sand wine is also pure grain solid sauce-flavor wine, which provides product support for the popularization and popularity of sauce wine.

In the relationship between "less" and "more", Lu Xianxun pointed out that the success of Guizhou Liquor and Maotai-flavor Liquor is the success of Maotai's leadership and scarcity, and the success of Maotai's value spillover effect, but the Maotai brand should not be overdrawn. Maotai's value protection and value enhancement is not only a matter of Maotai Group and Maotai shares, but also of Guizhou Sauce Liquor, Guizhou Liquor and even Chinese Liquor.

On the other hand, Guizhou liquor not only has the flavor of Maotai, but also has the characteristics of Renhuai core producing area, Jinsha upstream producing area, Chishui ecological producing area and so on. Soy sauce liquor also needs the flavor of "one incense and more schools" in the future, so we should talk about ourselves more and less near Maotai.

In the relationship between "left" and "right", Lu Xianxun said that Renhuai is the core producing area of Maotai-flavor liquor in China, and Chishui River Valley is the main producing area of Maotai-flavor liquor in China. However, the subdivision, positioning and promotion of producing areas should be established on the basis of scientific research and rational analysis. Whether the influence on the quality and flavor of soy sauce is the big difference between the "left bank" and "right bank" of the Chishui River or the upper, middle and lower reaches of the Chishui River. Whether this difference is concerned by consumers, whether it can be perceived by consumers, and whether there is the necessity of over-subdividing the producing areas of Chishui River Valley, all need to be studied.

In the relationship between "long" and "short", Lu Xianxun said that soy sauce and wine is long-term and asset-heavy, and it is impossible to profit from short-term investment and trade. However, the carrying capacity of ecological resources in the core producing areas is limited, and it is impossible to expand the output and reserves indefinitely. In the new cycle of liquor price growth, Guizhou liquor should reasonably and scientifically plan its development plan, control scale, improve quality, price growth and brand building are the future kings of liquor and sauce liquor.

On the basis of these six relationships, Lu Xianxun also proposedEthermoncryptoThis paper puts forward five suggestions and thoughts on the development of Guizhou liquor. In his view, Guizhou liquor enterprises should take quality as the root, culture as the soul, create strategic items, carry out full-channel layout, and innovate intelligently.

"Sauce and wine are often made by group buying, but the expansion of soy sauce and wine must be based on an all-channel model." Lu Xianxun said that digitization and digital marketing are becoming the standard for large-scale liquor enterprises, and intelligence will reconstruct the logic of the liquor industry.