In 2023, China's economy will undergo profound changes, and China's liquor industry will also enter a period of deep adjustment. 2023 is about to pass, what major events have happened in the liquor industry in the past year?What are some of them to remember?Cover News has compiled some keywords for the development of the industry throughout the year, through which you may be able to learn more about the past year of Chinese liquor.
Keywords: innovation.
Since the beginning of this year, innovation has been one of the most frequent words in the wine industry.
Why Innovate?Because there have been great changes in the industry, liquor companies need to innovate to meet a better future if they want to adapt to the new changes.
Liquor companies are facing new competitors, and in order to win in the competition, they cannot compete in the old way, and they also need to innovate in the means of competition.
On different occasions, different companies have put forward their own innovative ideas.
On November 18 this year, at the 2023 Liquor Industry Innovation and Investment Conference held in Hainan, many big names in the industry put forward their views on liquor innovation.
Zhang Zhigang, former president of the China Chamber of Commerce, said that science and technology have never had such a profound impact on the future and destiny of the country and the nation as today, and vigorously promote the combination of digital technology and enterprise management system, scientific research system, marketing system and other institutional innovation, so as to realize the "two-wheel drive" of scientific and technological innovation and system innovation, and integrate development, so as to truly make innovation-driven and transformational development an inexhaustible driving force for the sustainable development of the liquor industry.
Zhang Yu, vice chairman of Wuliangye Co., Ltd., said that in the face of the new cycle and new changes in the industry, the liquor industry should put innovation in an important position, accelerate the construction of innovation platforms, vigorously cultivate innovative talents, increase R&D investment, and provide strong scientific and technological support for the high-quality development of the industry.
Feng Huaqing, vice president of Rees Consulting, believes that in order to achieve a breakthrough in regional liquor, it should seek a breakthrough in category innovation and find a direction of differentiation.
Since the beginning of this year, Kweichow Moutai has frequently crossed borders, launching sauce-flavored lattes, wine chocolates, ice cream, cocktails, etc., and Luzhou Laojiao has also launched its own new beauty products, which are all new attempts at product innovation and marketing innovation.
In the end, what are the aspects of innovation in the wine industry?How can the wine industry innovate?Let's take a look at what the wine industry experts have to say.
The big coffee said] Ouyang Qianli:
A veteran observer of the wine industry.
Ouyang Qianli. Generally speaking, liquor industry innovation will be divided into product innovation, marketing innovation, model innovation and even concept innovation, such as Luzhou Laojiao Mingjiu, i Moutai app, Guotai hand in hand Country Garden, China Resources Liquor New World, etc.
The success of innovation in the wine industry is more important to give full play to the advantages of wine and itself, so as to achieve long-term profitability, rather than innovation for the sake of innovation.
Xiao Zhuqing: A senior observer of the wine industry.
Xiao Zhuqing. Liquor companies not only have the motivation to innovate, increase efficiency and increase competitiveness through innovation, but also feel the pressure that will be brought by non-innovation.
Moutai has enhanced the brand height and maintained brand popularity by carrying out cross-border co-branding, and has realized that consumers are willing to buy by carrying out various attempts to rejuvenate the brand.
If you don't innovate, it is easy to be forgotten by consumers, especially by young people, innovation is an inevitable choice for enterprises, especially in this era of change.
Fan Li: Assistant to President Jiang Xiaobai.
Fan Li. In order for a brand to complete its evolution, it must continue to innovate, and sustainable innovation and the mechanism that nurtures innovation are also the competitiveness of the brand.
There are many paths to innovation, and the key to innovation is to match the brand gene. Jiang Xiaobai has been on the road of innovation, maintaining communication and dialogue with consumers through various forms.
Innovation is by no means a slogan, sometimes it is a kind of stupid work, innovation has successes and failures, to encourage innovation, but also to tolerate the failure of innovation.
Cover News Reporter Yu Qishu.