"Huaxia Wine News" reporter Zhang Yuchen
Walking into the campus also means that there are many opportunities to reach the brand and culture "downward", so that young consumers can become the best communicators and promoters of wine culture
Rejuvenation has always been an unavoidable topic in the wine industry.
According to the "Young People's Wine - Research Report on China's Alcohol Category Innovation" released by Rees Strategic Positioning Consulting, the current young people in the wine industry have a huge base, and the potential young wine group is as high as 4900 million people, young people's alcohol market size of 400 billion yuan, there is an opportunity to give birth to super brands.
With the rapid rise of young consumer groups, how should wine companies seize the opportunity?And how to carry out the exploration of youth and fashion?Recently, Changyu, a leading enterprise, has made a useful example.
Go into the school and talk to young people with wine
At the end of November, the first Grape and Wine Science and Culture Festival for College Students with the theme of "Chinese Terroir, Chinese Taste and Chinese Culture" opened at Peking University. At the meeting, Zhou Hongjiang, chairman of Yantai Changyu Grape Wine Co., Ltd., was invited to attend the opening ceremony and delivered a keynote speech.
On-site check-in. I came to Peking University today and did my homework, and Changyu Wine and Peking University are fateful. According to Zhou Hongjiang, Mr. Ma Yinchu, the former president of Peking University, wrote an inscription on the 40th anniversary of the founding of Changyu in 1932, praising the quality of Changyu wine with "white orchid and grape juice". Mr. Hu Shi, who also served as the president of Peking University, also wrote an inscription for Changyu "Grape wine, patriotic blood sincerity, friend of wine people, essence of domestic products", praising Changyu's patriotism.
Group photo at the scene. So far, the future is the future of young people, and it has become a consensus in the development of the wine industry. As the intersection of education, science and technology, and talents, colleges and universities are the best places to spread and promote culture to young people. Therefore, entering the campus also means that there are many opportunities to reach the brand and culture "downward", so that young consumers can become the best communicators and promoters of wine culture.
The competition is judged in the form of blind tastings (professional tastings with hidden labels and only numbers).
In order to allow college students to experience the charm and quality strength of Chinese wine in an all-round way, Changyu brought a variety of its products to the event, including Longyu, which sells well in 50 countries around the world, Keya brandy, the champion of the "Global XO Blind Tasting Competition", Effie Castle, the wine used for banquets of foreign heads of state visiting China, Changyu Cabernet, the "global blind tasting champion of large single products", and the small grape wine specially created by Changyu for young people.
A jury of 100 college students in a blind tasting.
It is worth noting that on November 26, the results of the "Most Popular Terroir Wine for College Students" competition were announced, and a number of products of Changyu Company won the Grand Gold Award and Gold Award. Among them, the small grape white wine won the gold medal of the competition in one fell swoop with its outstanding performance.
Small Portuguese. On the road to becoming trendy and younger, it is more that our wine companies have not grasped the changes in consumers' taste needs, and have taken the lead in establishing consumption barriers, so that young people are "discouraged". In order to break the situation, starting from this year, Changyu has taken colleges and universities as an important position for the popularization and promotion of wine consumption in China.
Jury experts in blind tasting.
Zhou Hongjiang said that wine is an international wine, and wine has become an essential medium for interpersonal communication. I hope that by taking the opportunity of the first University Grape and Wine Science and Culture Festival, more and more of our college students will study grapes and wine, like wine, and hope that Changyu's wine can become everyone's partner for success in life in the future.
To be a "people's brand" but also a "famous brand".
In fact, in addition to connecting young consumers, Changyu has a larger vision.
Changyu was recognized as a "time-honored brand in China" by the Ministry of Commerce
As you know, Changyu was founded in 1892 in Yantai, Shandong. In 2006, Changyu was selected as one of the first batch of 'China Time-honored Brands' issued by the Ministry of Commerce. At present, Changyu is headquartered in Yantai, and we have wineries and grape plantations in Xinjiang, Ningxia, Shaanxi, including Miyun in Beijing. In addition, since 2013, we have acquired six major wineries in France, Spain, Chile, Australia and other wine producing countries in the old and new world, as well as high-quality wine producing countries, so Changyu has now gone from local to global. Zhou Hongjiang, chairman of Changyu Company, said in an exclusive interview with the "News with Views" column of the Voice of China of the National Radio and Television Station that Changyu's local products are currently exported to 50 countries, and its global products sell well in more than 80 countries.
Mr. Zhou Hongjiang, chairman of Changyu Company, was interviewed.
From Yantai to the whole country and then overseas, it seems that it is just a step by step expansion of the region, but behind this is the hard work of several generations of Changyu.
Today, many people may be full of memories when they mention Changyu: it is the standard for holiday gifts, and it is also the best choice for self-drinking at home. But tradition does not mean that innovation and progress are stopped, after all, no successful company will always lie on the existing achievements.
For Changyu, it is not only necessary to become a civilian brand, but more importantly, to build a century-old Changyu into a famous brand of high-quality development. Zhou Hongjiang pointed out that Changyu's positioning is to become the best wine in China and the best brandy in China.
Looking back on the development of Changyu in the past 131 years, Chairman Zhou Hongjiang has three deep feelings:
First, product quality is the root. Changyu has established a quality control system based on grape raw materials, market-oriented, standard-led, and precise control of the whole process.
Second, according to statistics, since the beginning of 2023, Changyu has won a total of 163 medals, including 16 grand gold medals and 96 gold medals, in many international blockbuster competitions. And this number in 2021 is 50;In 2022, it will directly double to 100 pieces. Compared with the top 10 wine companies in the world, Changyu has won the largest number of medals.
Second, technology research and development is the foundation. Technology is the most important moat for a brand. At present, Changyu has ten scientific research and innovation platforms, including the industry's first national enterprise technology center listed in 2002 and the industry's first postdoctoral research workstation established in 2003. Among them, 8 postdoctoral researchers have entered the postdoctoral research workstation and 6 have left the station.
It is reported that Changyu has won a total of 32 national, provincial and municipal scientific and technological progress awards around the key technologies of the whole industry chain of wine and brandy21 national invention patents;He presided over or participated in the formulation of 20 national standards and industry standards.
Third, marketing promotion is the soul. "The essence of marketing is to create value for users. Zhou Hongjiang said that in the promotion and popularization of wine culture, Changyu has continuously improved the cultural experience of Chinese wine.
Changyu Wine Culture Museum.
In 1992, Changyu took the lead in building China's first professional wine museum, Changyu Wine Culture Museum. At present, the Changyu Wine Culture Museum has been renovated and upgraded for the fourth time, bringing visitors an immersive experience of "intelligent interaction + digitalization" with the times.
With the empowerment of products, technology, marketing and other aspects, Changyu continues to explore the development path of China's wine industry, which is not only "far ahead" in China's wine market, but also has become an internationally renowned Chinese taste.
In this regard, Johann Stimpefich, editor-in-chief of the internationally renowned wine magazine Decanter, once said: "The progress made by Changyu is amazing, and the era of Chinese wine is coming, which will have a huge impact on the entire wine world!"”
According to the list of "2023 World's Strongest Wine & Champagne Brands" released by Brand Finance, a global authoritative brand value evaluation agency, Changyu ranked first with the highest score.
From Changyu, we can see that although he is 131 years old, he has always been on the journey of upward, new and future. Whether it is the past, the present, or the future, Changyu is sharing the same fate and breathing with the times. By improving quality and efficiency, the new vitality and vitality radiated are continuously helping Changyu to be both a civilian brand and a famous brand, which can sell well in China and bloom on the world stage.