On December 18, the 27th 12.18 Consultation, Co-construction and Sharing Conference of Wuliangye (hereinafter referred to as the "12.18 Conference") was held in Yibin, the wine capital of China, with more than 1,000 distributors, more than 50 investors and more than 100 ** attending a meeting with the United States.
For Wuliangye, this is a moment to carry forward the past and forge ahead into the future. In 2023, Wuliangye will focus on the four main directions of product excellence, outstanding brand, leading innovation, and modern governance, and the development of the enterprise will reach a new level. Facing the future of both challenges and opportunities, Wuliangye said that it will not let dealers suffer losses.
A year full of harvest.
At the "12.18 Conference", Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.), said that the long-awaited "Covenant with Harmony" came as scheduled, which was a long-awaited family reunion, a sincere thank-you meeting for thanksgiving and forge ahead, and a mobilization meeting for the pledge to seek common development.
Zeng Congqin said that 2023 will be a year full of changes and challenges for Wuliangye. Wuliangye adheres to the principle of quality-based, culture-casting, integrity and innovation, and focuses on the four main directions of product excellence, outstanding brand, leading innovation and modern governance determined by the "12.18 Conference" last year, and has achieved fruitful results in various tasks, and the development of the enterprise has reached a new level.
Specifically, in the past year, Wuliangye continued to improve its product structure, launched Ziqi Donglai Wuliangye, completed the development and sales of 18 cultural liquor series such as Wanshoutan, Chenglongbao Boat, Zhu Junma to Success, and Panda Wuliangye, and launched 14 Hemei China series products such as Hemei Jiangsu, Shandong, Hubei, and Hong KongTogether with dealers and friends, we have jointly developed 5 series and 8 cultural products of Wule, Yangtze River Culture, Hemei Jixiang, Thousands of Miles of Rivers and Mountains, and Aircraft Carrier Commemoration, and the excellent support of Wuliangye products is stronger.
At the same time, Wuliangye's brand influence continued to increase, naming CCTV Spring Festival Gala and Autumn Gala, and deeply integrating into top political and business activities such as APEC, Boao Forum for Asia, and International Financial Forum. Held cultural IP activities such as the 520 Hemei Cultural Festival and the China International West Lake Love Wuliangye Rose Wedding Ceremony, launched the "Wuliangye Hemei Global Tour" and led the "Sichuan Liquor Global Tour", the brand reputation of Wuliangye continued to improve, the brand value exceeded 400 billion yuan for the first time, and the brand strength reached the highest level of global AAA+ at the same level as Apple, Google, and WeChat for the first time, and once again won the Chinese brand loved by foreigners.
In addition, Wuliangye has achieved fruitful technical research, and four new strains named after Wuliangye, including JNU-WLY1368, were discovered for the first time from the ancient cellar pond, which profoundly interprets the richness, complexity and uniqueness of Wuliangye's wine-making microorganismsFor the first time in the world, the flavor fingerprint of more than 3,000 compounds of Wuliangye was analyzed and published, and a batch of bioactive ingredients with functions such as promoting autophagy, anti-oxidation, and delaying thrombosis were discovered, and the health attributes of Wuliangye were further scientifically confirmed.
Consumption Titanium" learned that since the beginning of this year, Wuliangye's brand reputation and international influence have been rising, and it has won the top of many brand lists, with Wuliangye winning 302The brand value of 900 million US dollars was selected as one of the "Top 500 Global Brands in 2023", ranking 59th, and the brand strength rating reached the highest level of AAA+ in the world;to 302The brand value of 9 billion US dollars was selected into the "2023 Global Spirits Brand Value Top 50 Ranking", ranking second;to 4083The brand value of 6.5 billion yuan was selected into the 2023 "China's 500 Most Valuable Brands", ranking 15th, and was awarded the best performing brand in 2023.
Optimize channel margins.
Baijiu is a long-cycle industry with full marketization, structural growth is still the main theme and keynote of the current market, and advantageous brands, advantageous enterprises and advantageous production areas are still the biggest promoters and beneficiaries of industry concentration. Zeng Congqin said.
At the "12.18 Conference", Wuliangye also faced the profit problem that dealers are most concerned about, and repeatedly emphasized that "dealers will not suffer losses".
Reasonable channel profit is the primary problem that we must work hard to solve. Zeng Congqin said.
Zhu Danpeng, an analyst of China's food industry, pointed out that the most "down-to-earth" sentence of the "12.18 Conference" is how to make dealers profitable. How to protect the profits of dealers and make the entire channel chain more optimized is the focus of Wuliangye in the future.
Zeng Congqin revealed that Wuliangye will take the opportunity to appropriately adjust the ex-factory price of the eighth generation of Wuliangye, optimize the product structure, channel structure and market structure, and help the dealers who follow the pace of Wuliangye to expand their market share and win reasonable profits. At the same time, Wuliangye will make efforts to develop differentiated products and cultural wines, and continue to improve the product system of Wuliangye.
Zeng Congqin's speech also encouraged the dealers present. Xu **, general manager of Zhejiang Provincial Commercial Group and chairman of Zheshang Sugar and Liquor Group, said, "From the company's point of view, first of all, we should continue to follow Wuliangye and move forward togetherFrom our own point of view, we still have to exercise internal skills, I think the first thing is to strengthen ourselves, whether it is in the team, or the understanding of brand culture, or the promotion of brand culture, we must always maintain confidence. ”
It is understood that in 2023, the number of newly developed dealers in Wuliangye's traditional channels will reach 110, and the number of new core terminals will reach 260,000. At present, Wuliangye and distributors have jointly formulated "Ten Measures" and "Three Agreements" for high-quality marketing, and the development trend of the eighth generation of Wuliangye has been further consolidated, promoting the continuous improvement of terminal sales.
At the same time, the meeting also awarded the "Outstanding Inheritor, Excellent Manager" award, "Through thick and thin, brand marketing, leapfrog development" award, "Star Store" award, "Star Operator" award, "Special Contribution, Outstanding Contribution, Outstanding Contribution" award and other awards.
Actively envision the future.
At the "12.18 Conference", Wuliangye launched a new zodiac cultural wine - Wuliangye Jiachen Year of the Dragon Zodiac Wine with the upcoming Year of the Dragon as the cultural background.
According to Zhao Dong, the general technical consultant of Wuliangye Co., Ltd., this wine shows Wuliangye's adherence to and inheritance of traditional Chinese dragon culture from four levels: appreciating the charm of the dragon, tasting the alcohol of the dragon, casting the soul of the dragon, and hiding the dragon.
Wuliangye will stick to its original intention in the inheritance, move forward bravely in perseverance, continue to create a new highland of Chinese cultural liquor, and tell the story of Chinese liquor to the world. Zhao Dong said.
The release of Wuliangye Jiachen Dragon Year Zodiac Wine also revealed Wuliangye's work deployment next year. Zeng Congqin said that Wuliangye will focus on integrity and innovation, carry out value creation, and make greater efforts to activate the "power source" of creating a world-class wine company. In addition to continuing to work brand culture protection, excavation, expression, publicity, and experience, we must also adhere to marketing innovation as the starting point and strengthen consumer precision marketing. At the same time, adhere to the support of scientific and technological innovation, adhere to the combination of tradition and innovation, and strengthen the scientific and technological support of Wuliangye.
Zeng Congqin said that from the enterprise level, the high-quality development of Wuliangye is not only supported by the fundamentals of the steady growth of high-end consumer demand, but also has its own unique production area advantages, ancient cellar pool group advantages, quality advantages, brand advantages, and consumer group advantages, as well as five core advantages of ecological confidence, cultural confidence, market confidence, team confidence, and organizational confidence. At present, Wuliangye is comprehensively focusing on the construction of special grain base for liquor, production capacity construction, cultural construction, product and first-class system construction, consumer cultivation, digital empowerment, scientific and technological innovation, and training of cadres and craftsmen.
Facing the future, Wuliangye will continue to adhere to the general tone of seeking progress while maintaining stability, firmly grasp the primary task of high-quality development, and further extend and expand around the four main directions of "excellent products, outstanding brands, leading innovation, and modern governance", focusing on value creation as the traction, focusing on improving quality and efficiency, keeping integrity and innovation, optimizing layout and deepening reform, promoting quality reform with efficiency change and power change, achieving effective improvement in quality and reasonable growth in quantity, and accelerating the construction of a world-class wine enterprise.