Text丨Liquor Industry Team (ID: jiuyejia360).
Planning丨JiangbeiEdit丨Cloud crossingEditor丨Genting.
On December 23rd, the 30th anniversary ceremony of Red Sun's branding, the launch conference of Red No. 1 cellar-aged liquor, and the first cultural and art festival were held in Jining.
2023 is the 75th anniversary of the establishment of Red Sun Liquor, the 40th anniversary of the successful research and development of Maoxiangxiang Liquor, and the 30th anniversary of the creation of Red Sun. Standing at the intersection of history, Red Sun continues to consolidate its differentiated cultural characteristics and leading quality advantages, and realizes the transformation and leap of the enterprise and brand.
Strategic new product launches.
Red No. 1 cellar-aged wine made a wonderful appearance.
At the meeting, more than 3,000 guests attended the event, including China Liquor Industry Association, China Food Industry Association, China Food and Fermentation Industry Research Institute, Guizhou University, Tianjin University of Science and Technology, Shandong Sugar and Wine Non-staple Food Business Association, Shandong Liquor Association, leaders and retired leaders of relevant departments of Shandong Province, Jining City and Jiaxiang County, national brewing masters, liquor masters and relevant persons in charge of well-known domestic liquor companies, as well as businessmen, channel providers, entrepreneurs, consumers and employee representatives.
Ma Yong, Vice President and Secretary General of China Food Industry Association.
Ma Yong, vice president and secretary general of China Food Industry Association, said that in the past 30 years, Red Sun Liquor has been a historical witness and active participant in the development of China's liquor industry, actively helping and promoting the industry to move forward.
At present, Red Sun Liquor Group has two distilleries of "One Village and One Garden" and two brands of "One Thick and One Sauce", with more than 300 professional and technical personnel of various types, with an annual output of 10,000 tons of high-quality fragrant liquor, 2,000 tons of Daqukun sand sauce liquor, and a storage capacity of more than 40,000 tons of raw liquor.
In order to celebrate this grand ceremony, Red Sun Wine Industry specially launched the "Red Sun 30th Anniversary Wine, Xiangjiu Winery Wine", and held a special launch ceremony at the event site, and also released two new high-end strategic products of Red No. 1 with a cellar age of 20 years and a cellar age of 30 years. From the perspective of appearance and bottle design, the two new products show a neutral, atmospheric and elegant style, giving people a sense of stability, light luxury and simplicity, satisfying the packaging beauty pursued by modern liquor consumption and interpreting elegant taste.
The old cellar pond in the Red Sun Old Cellar Pond Conservation Area, through the repeated recycling of "raising the cellar with the dregs and raising the grains with the cellar" for many years, has a wide variety of microorganisms, and the fermentation of the fermented fermentation in the old cellar is more sufficient, and the flavor substances are richer, after the traditional hand-brewing of the old craftsmen who have been engaged in the industry for more than 20 years, the high-quality original liquor is stored in the pottery jar for many years, the wine body is more mellow, the aroma is richer, and the taste is softer, which perfectly interprets the principle of "the old cellar makes wine, and is extraordinarily fragrant".
Red No. 1 cellar-aged liquor, representing the combination of time, patience and quality, more exclusive old cellar, exclusive handmade, exclusive old wine triple blessing and high appearance, high quality, value of the three advantages, on behalf of the Red Sun Wine industry's pursuit of excellent quality and inheritance and innovation of the brand strength, will be favored by consumers and the market, it carries the core value of Red Sun wine culture, will also become an important growth point for the future development of Red Sun wine.
Dual-brand strategy empowerment.
Red Sun ushered in the "market red".
For a long time, Red Sun Liquor Group has been aiming to build a "small but refined, special and beautiful" liquor estate, adhering to the dual brand strategy of "Red Sun" and "Xiangjiu", and has achieved remarkable success in building a product matrix, marketing expansion and corporate reputation, and has grown into a well-known brand of Chinese liquor.
Adhering to the original intention of brewing a good wine for the land of Qilu, Red Sun Liquor has continuously sharpened its quality, launched the red classic series of national good liquor and the sauce Xiangxiang liquor for the high-end market, and achieved full price segment coverage through the continuous large-scale product building plan, as well as the product strategy of characteristic leadership and differentiated competition, and built a three-dimensional and systematic product matrix. From the core market of Jining to the whole province and the country, it has always maintained the unity of rhythm and potential energy, expanded its territory and conquered the market highland.
Relying on the "dual brand strategy" of Red Sun Liquor, the brewing of Xiangjiu has never been interrupted for 40 years, and generations of winemakers have been tirelessly exploring and working hard to improve the process and improve the quality.
During the ceremony, Red Sun Wine also held a grand inauguration ceremony for the first phase of Xiangjiu Winery in the old factory area. With this as a sign, Xiangjiu has officially entered a new stage of development of the winery model, and also represents the successful realization of another important strategic initiative of Red Sun Wine.
In the planning of Red Sun Liquor, Xiangjiu Winery can comprehensively enhance the connotation, extension and influence of Xiangjiu brand. In the future, Xiangjiu will build a new winery system integrating "ecology, brewing, storage, cultural tourism and experience", and pay more attention to the creation of scene atmosphere and the integration of wine and tourism while inheriting high-quality brewing, so that consumers can appreciate the quality and charm of Xiangjiu in a multi-dimensional sensory experience. The industrial upgrading and brand value brought by Xiangjiu Winery will further refresh its high-end image and reputation.
Red Sun Wuliang strong fragrance series by virtue of the best advantages, and actively occupy the low-end market;The Xiangjiu sauce flavor series is based on the ultra-high-end positioning, and through the winery's brewing and other process innovations, it has stabilized the high-end market share. The two brands complement each other and jointly enhance the strength and brand influence of Red Sun Wine's full product line, and in terms of new retail channel expansion, Red Sun Wine has also continuously increased its layout.
There is reason to believe that the scientific and accurate implementation of Red Sun's dual-brand strategy will further enhance its competitiveness in the regional and national markets and accelerate the rise of the company in the industry.
Reach new heights.
The red sun forges ahead.
At present, under the intensification of stock competition in the liquor industry, squeezing growth and industry differentiation will become the main theme of industry evolution. The enterprise that makes good use of the potential energy of famous wine, brand potential energy and flavor type and gives full play to it, and can do a thorough job of channel management, first-class management and consumer cultivation will be the strongest in brand competition.
Ren Zhigang, general manager of Red Sun Wine Group.
Standing at a new height and meeting new challenges, at this stage, Red Sun Wine Industry has the potential energy to lead the market and take advantage of the trend. Ren Zhigang, general manager of Red Sun Wine Group, said that in the future, Red Sun Wine will continue to do a good job in the "three insistences" and continue to stride forward on the road of green, low-carbon and high-quality development.
Continue to adhere to the business philosophy of quality first. By strengthening cooperation with top domestic universities, we will continuously optimize the process, improve product quality, accelerate the process of scientific and technological brewing and intelligent brewing, and continue to improve the scale of wine storage, and plan to add 5,000 tons of pottery jar reserves next year.
Continue to adhere to the development strategy of talent. Give full play to the important role of the postdoctoral innovation practice base, build a young, professional and echelon team of technical talents, comprehensively improve the leading level of science and technology and professional research and development capabilities, and lay a solid foundation for the healthy development and long-term development of the enterprise.
Continue to adhere to the dual-brand strategy. Bigger and stronger Wuliang low-degree strong fragrance red sun brand, do excellent and special sauce Xiangxiang liquor brand, through the creation of large single products and differentiated advantages, the red sun will be built into a representative brand of Shandong liquor, and Xiangjiu will be built into China's auspicious wine and cultural famous liquor.
The anniversary is a shining digital medal in the development process of Red Sun Wine Group, witnessing the gorgeous transformation of Red Sun Group from weak to strong, from small to large. Under the guidance of multiple strategies, Red Sun Liquor is actively responding to market changes, pioneering and innovating, and with the support of excellent quality, service, team and brand, it has gained a firm foothold and won a dominant position in the fierce competition in the liquor market. Looking forward to the future, Red Sun Wine will take advantage of the momentum and write a new chapter of development.