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Text|Zhijiu team.
On December 10th, at the Sanxiang Feast and Drunken Beauty Wuling Exchange Dinner of the 30th Anniversary Celebration of the Hunan Liquor Association, Wuling Liquor launched the listing of pants coin products. If the launch conference of Wuling Liquor on November 27 was just for us to hear its voice first, then the launching ceremony of the launch ceremony of Wuling Liquor on December 10 was an opportunity to celebrate the 30th anniversary of the association, so that we could see its shape and taste its taste. Choosing to relaunch the pants coin Wuling Liquor at such a time node, what are the considerations of Wuling Liquor Company?What role will Wuling Liquor play in the future to drive the development of Hunan Liquor?Zhijiujun tries to interpret one or two here. The old famous wine is renewed and listedPants coin Wuling wine is not a new product, it was born in the 80s, designed by the famous painter Han Meilin, the bottle body is modeled after the ancient coins of the Warring States Period, using imitation bronze plating, similar to trouser coins, simple and elegant, solemn and exquisite, it is the only product with ancient coins as the shape at that time. At that time, it left the reputation of "Wuling fine wine fragrance floating thousands of miles, trouser coins and jade liquid moving Kyushu". At that time, Wuling Liquor was a cultural liquor with a very advanced design concept, which showed the profound cultural heritage and unique artistic charm of Wuling Liquor. In the 90s, Wuling Liquor was delisted, precisely because the design concept was too advanced, and the packaging technology at that time was difficult to meet the market demand, unable to solve the problems of airtightness, and ignored the drinking experience of consumers. After more than 20 years, Wuling Wine has started again, what improvements have been made?What surprises will it bring us?Zhijiujun learned that the re-listing of Wuling Liquor has been preparing for 6 years, mainly in three aspects: packaging, wine body and product promotion. In terms of packaging, the re-listed pants coin Wuling Liquor still uses the original image, but it has been upgraded in technology and materials, improving the drinking experience of consumers, solving problems such as sealing, and bringing consumers a better experienceIn terms of body, the Wuling wine is still made according to the style of the time, but more old wine is used, which not only retains the flavor of the year, but also improves the comfort of drinkingIn terms of product promotion, from R&D, listing to sales, Wuling Liquor follows the concept of quality-based and culture-first, and uses the soft power of culture to reach consumers. 
It is not difficult to find that the return of Wuling Liquor is the return of Wuling Liquor with the brand positioning of "classic reproduction", with the value of quality, brand and taste of China's 17 famous liquors, and the return of the memory of Hunan liquor of a generation. The trouser coin leads the "cultural martial arts".The 14 dishes on the banquet were personally prepared by the celebrity chefs, representing the special cuisine of 14 cities (prefectures) in Hunan Province, and they were also the culmination of Hunan cuisine. This concept of integrating fine wine into culture is also closely integrated with the brand proposition of Wuling Liquor. Zhijiujun learned that Wuling Liquor is positioned as an ultra-high-end soy sauce wine of more than 1,000 yuan, but the main force of Wuling Liquor's national market layout is the current Wuling King and other products. Relevant sources revealed that the significance of Wuling Liquor is not the size of the market layout, but more in the cultural leadership and transcendence. At that time, Wuling Liquor caused a huge sensation in the industry as soon as it was listed, and became a landmark case of the combination of Chinese traditional culture and liquor, and today's Wuling Liquor is starting again to defend the value leading role of Wuling Liquor as a cultural liquor. 
At the event, general manager Zhang Yichao proposed that "different is better than better". As one of the three major sauce-flavored liquors in China, Wuling Liquor adheres to the classic sauce-flavored process while skillfully combining the local environmental conditions of Changde to create a unique brewing process, forming a Hunan sauce fragrance of "learning from Mao and different from Mao, and the law from ancient to ancient". As the welcome wine of the 30th anniversary celebration of the Hunan Wine Association, Wuling Wine also has several beautiful meanings. First of all, Wuling Liquor, as the only Hunan liquor brand among the 17 famous liquors, can be said to carry the glory of Hunan liquor in the past, and it is also an important witness and promoter of the development of Hunan liquor. Under the beautiful opportunity of the Hunan Liquor Association to start again after 30 years, Wuling Liquor has made a high-profile new appearance, which undoubtedly shows the development strength of Hunan Liquor with both traditional skills and technological innovation. Secondly, the old liquor market has shown vigorous development potential in recent years, and the liquor consumption market has realized the upgrading of drinking, drinking, drinking, and drinking old liquor. Finally, there is cultural empowerment. Wuling Liquor once again held high the banner of cultural liquor, re-ignited the brand memory of the past with the trump card of pants coin wine, and planted the taste skills of the present time for the guests with a unique Sanxiang feast. 
Deepen the province to the whole countryFrom 1999 to 2017, Wuling Distillery changed hands six times, and Xiangquan Group, Changde Grain and Oil Corporation, Luzhou Laojiao, and Legend Holdings successively became the actual controllers, until they were acquired by Hengshui Laobaigan in 2018, and then entered the fast lane of rapid growth. Since 2018, Wuling Liquor has achieved comprehensive and rapid growth in revenue, profit and gross profit margin, of which revenue has maintained a compound growth rate of more than 40% for five consecutive years, which can be called a business miracle. 
The success of Wuling liquor is a typical case that is difficult to replicate. In terms of channels, Wuling Liquor adopts a short-chain model of direct terminal access, direct customer access, direct sales assistance, and integrated manufacturers to consumers, cutting off the middle big merchants and distributors at all levels, reducing the circulation level of products, and directly facing the consumer terminal by the distillery. On the one hand, it can improve the profitability of partners, and on the other hand, it also directly improves the pricing power of manufacturers. In terms of brand, Wuling Liquor has always insisted on playing a good cultural card. Recently, Wuling Liquor has continuously held three major theme activities: Wuling King Special Tasting, Depin Sanxiang Tour, and 2023 Amber Upgrade Tasting and Listing Conference, continuing to deepen the Hunan market and frequently interacting with consumers, in order to lay a good foundation in the province, enter the country in the future, and realize the planning blueprint of Wuling Liquor "born in Changde, based in Hunan, and going to the whole country". In terms of products, Wuling Liquor also relaunched Wuling Liquor at the right time, grasping the four major liquor consumption waves of sauce flavor fever, old wine fever, famous wine revival fever and culture-leading fever, of course, the most important thing is that Wuling Liquor has won the recognition of countless consumers with excellent quality, so that it can achieve five consecutive years of high growth in Changhong. "The core concept of the nationalization of Wuling liquor lies in adhering to long-termism and looking for a career community with convergent values. The nationalization of Wuling and the in-depth provincialization are complementary and parallel, the provincialization is the support for Wuling to achieve nationalization, and the nationalization is the extension of the in-depth provincialization. The internal staff said to Zhijiujun. 
At the dinner, Sheng Chaoyang, president of the Hunan Provincial Liquor Association, spoke highly of Wuling wine: "There is a way in my heart and a way under my feet, and I value Wuling wine very much." Liu Zhenguo, deputy secretary-general of the China Liquor Industry Association, also said that the future of Hunan's liquor industry lies in the sharing of beauty and beauty, and Wuling famous liquor plays an important role in this process.
Dreams still have to be had, in case they come true. At the Sanxiang feast of the 30th anniversary celebration of the Hunan Liquor Association, Zhang Yichao, general manager of Hunan Wuling Liquor, said to us. And his dream, that is, the dream of Wuling Liquor, is deeply provincial, going national, and rejuvenating the glory of the brand of the first soy sauce wine in the south.