Text |Yang Wen
Under the industry adjustment cycle, the trend of the liquor industry in 2023 has received widespread attention, especially for leading enterprises.
From December 18th to 22nd, the series of activities of "2023 China International Famous Wine Expo and the 27th 12·18 Consultation, Co-construction and Sharing Conference of Wuliangye" was successfully held in Yibin, the wine capital of China. As a leading enterprise in China's liquor industry, Wuliangye has carefully organized and organized more than 10 activities to convey the core values of "harmony and symbiosis, beauty and beauty" to the world from multiple dimensions such as quality, culture, brand, and win-win for manufacturers, and then demonstrate the beauty of quality, culture and brand of "Great Country Fragrance, Harmony Wuliang, and Chinese Liquor King".
This conference, which has been held for 27 sessions, has not only become an annual ceremony for Wuliangye to carry forward the past and the future, but also a "wind vane" for the high-quality development of the entire liquor industry. Summarizing this conference, it is not difficult to find that while Wuliangye has achieved fruitful results in various tasks, it is also giving full play to the responsibility and responsibility of leading enterprises, contributing to the development of harmony and beauty with integrity and innovation, and playing a leading role in the high-quality development of China's liquor industry.
01 A super fan party to build a bridge of communication with the target consumer group
After a three-year absence, the 12.18 conference fully returned to offline, and this conference attracted more than 1,000 dealers, more than 50 investors and more than 100 first-class guests to collectively "go home" to go to this "appointment with the United States", and this event has hit the largest in terms of scale, specifications, and number of people.
As early as December 12th, the 27th 12·18 Super Fan Festival of Wuliangye with the theme of "Give Me Five" was held in Wuliangye Industrial Park, and kicked off the prelude to the series of activities of the 12·18 Conference.
The gameplay of this year's Super Fan Festival has been fully upgraded, and online and offline are synchronized. Online, Douyin, WeChat, Weibo and other platforms have set off a boom in turnsOffline, combined with the humanities, nature, and regional characteristics of Wuliangye Park, and focusing on the five connotations of "culture, nature, unity, inheritance, and perseverance", five immersive interactive scenes were created, and games such as throwing hydrangea poems, playing chess, drawing spring water to brew, throwing pots, and archery made fans addictedThere is also an Olympic champion and Wuliangye 12.18 Super Fan Festival experience official Tian Liang "airborne" to help, sending "harmony" blessings.
This immersive super fan party that favors fans and understands fans better allows Wuliangye and Beauty Culture to reach the target consumer groups more accurately, win the resonance and empathy of the majority of fans and consumers, and upgrade 12.18 from a brand festival to a super IP of "five fans" carnival.
The scene of Wuliangye 12.18 Super Fan Festival is too lively, eating and playing, the whole day of activities is really fun, everyone has deepened their understanding of Wuliangye brand culture and its connotation in the process of game interaction, and is looking forward to next year's Super Fan Festival. A Weibo netizen who participated in the Super Fan Festival said.
Channel 9 learned that as of December 24, the total number of 12.18 Super Fan Festival exceeded 1700 million times, 1.75 million consumer interactions, only the Douyin topic "Everything Can Give Me Five" has exceeded 77 million people, and the Weibo topic Wuliangye 1218 Super Fan Festival has been read more than 90 million times. On Wuliangye's overseas self-** matrix, overseas fans praised Wuliangye: "nice baijiu, i love it!."”“wow,amazing wuliangye! ”can't wait to get a cup of baijiu.”
In the view of Channel 9, Wuliangye fully demonstrates Wuliangye's own culture through the creation of a theme atmosphere and fun game interaction, and on the other hand, it also strengthens fans' in-depth understanding of "the strong fragrance of a great country and the beauty of Wuliangye, the king of Chinese wine", and fully demonstrates the cultural self-confidence of a great country and the charm of Wuliangye's thousand-year-old heritage and century-old brand.
Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.).At the 12.18 conference, Wuliangye said that Wuliangye will make every effort to promote consumer cultivation, and will make precise efforts to expand the breadth of consumer cultivation, strengthen the depth of consumer cultivation, and improve the accuracy of consumer cultivation.
Jiang Wenge, deputy secretary of the Party Committee, vice chairman and general manager of Wuliangye Co., LtdIt was revealed at the meeting that in 2024, marketing expenses will focus on brand promotion, consumer cultivation and team building. The company will continue to upgrade consumer cultivation, focus on the sports circle, financial circle, and cultural circle, and further improve the effect of circle marketing.
It can be expected that in the era of consumer sovereignty, Wuliangye will be highly compatible with consumers in brand building in the future, establish an emotional resonance and communication bridge between the brand and consumers, and realize another leapfrog transformation and upgrading of the brand.
02 Continue the genes of harmony culture and strengthen the self-confidence of harmony culture
The traditional brewing technique of Wuliangye liquor originated in the Tang Dynasty, flourished in the Song Dynasty, excelled in the Yuan Dynasty, became in the Ming Dynasty, and was named after the Qing Dynasty. From the Tang Dynasty "Chongbi Wine" to the Song Dynasty "Yao Zixue Qu", to the Ming Dynasty "Miscellaneous Grain Wine", until it was named "Wuliangye" in 1909, it has been inherited for more than 1,000 years, always adhering to the cultural concept of "harmony and symbiosis, beauty and beauty", and actively contributing to the continuation and development of China's excellent traditional culture.
Today, the ancient cellar pools of the Yuan and Ming dynasties, which have been in continuous production for nearly 700 years, and the extreme traditional brewing technology of "1366" constitute the living inheritance of Wuliangye "Double National Treasure".
As the guardian, inheritor and promoter of China's excellent traditional culture, Wuliangye not only continues to brew good liquor in terms of material inheritance, but also continues to innovate expressions, tell the brand story of Wuliangye's "Living Double National Treasures", and do a good job in the cultural inheritance of "harmony".
This year, in addition to continuing to hold cultural activities such as the 27th Wuliangye Sacrifice Ceremony and "Wuliangye Family Has Old Wine", Wuliangye also exclusively hosted the "National Corporate Culture Annual Conference (2023)" for the first time. At the scene, Congqin made an in-depth interpretation of Wuliangye's "harmony and beauty" cultural connotation from five aspects, namely"Continuity, integrity, innovation, harmony and sharing".
On the one hand, Wuliangye keeps the integrity of traditional culture, traditional skills, and traditional ingenuity. Always follow the five-character formula of "planting, brewing, selecting, aging, and blending" for fine liquor, so that the skills and essence of liquor brewing will continue and be passed on. On the other hand, Wuliangye has also created new technological progress, new product development, and new brand communication.
On the technical side,Since the creation of the "double masterpiece" of manual and computer in the last century, Wuliangye has led the industry in the number of innovation platforms, and has won 13 international leading achievements, more than 20 scientific and technological progress awards at the provincial and ministerial level, more than 30 major scientific and technological innovation achievements, and more than 1,800 patents, leading the industry in the number of achievements.
In terms of products,Wuliangye continues to deepen the supply-side structural innovation with wine body innovation and process innovation as the main content to meet the high-quality, personalized and diversified needs of different consumption levels and consumption preferences.
In terms of brand communication,Wuliangye has continuously strengthened close cooperation with CCTV, Xinhua News Agency, People's ** and other authorities to help the "Hemei culture" be widely disseminatedAt the same time, it also creates cultural IPs such as "520 Hemei Cultural Festival" and "China International West Lake Love Wuliangye Rose Wedding Ceremony", and titles CCTV Spring Festival Gala and Mid-Autumn Festival Gala to achieve accurate links with consumer circles, continuously enhance brand cultural influence and empower marketing.
In addition, the product is a powerful carrier of cultural inheritance, and this year, Wuliangye also uses "culture into the wine" to make the taste of this glass of wine more abundant and long. Wuliangye has made the culture vivid and set a new benchmark for the industry by making the cultural liquor track "Wuliangye Purple Qi Donglai" and Wuliangye Zodiac Commemorative Liquor for the Year of the Dragon.
03 Gather the consensus of manufacturers and create a harmonious future
In 2023, Wuliangye's traditional channels will continue to improve quality and expand, the first-class channels will continue to break the circle and increase efficiency, and the new channels will continue to be enriched and improvedThe service is more efficient, the communication is smoother, the emotion is closer, and the relationship between manufacturers is more harmonious.
Channel Nine learned 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, there are more than 1,700 stores, covering more than 300 cities across the country. At the same time, 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.
A number of dealers said that in 2023, Wuliangye did not press goods to the distribution channel, and the dynamic sales of the channel were good. "After participating in the dealer conference, I am more confident in the sales in the new year, and I am more confident in Wuliangye. A dealer at the scene said.
At this year's December 18 conference, Wuliangye injected new energy into the channel. Zeng Congqin emphasized, "We will make every effort to promote the improvement of channel profits, and reasonable channel profits are the primary problems that Wuliangye must work hard to solve." In this regard, Wuliangye will make efforts in terms of the overall planning of the relationship between quantity and price, product-oriented market operation, the development of differentiated products and cultural wines, the value mining of old wines, and the assessment and incentives of the marketing process.
At the same time, Zeng Congqin said that he would take the opportunity to appropriately adjust the ex-factory price of the eighth generation of Wuliangye, and at the same time optimize the product structure, channel structure and market structure of the launch, appropriately reduce the traditional channels of the eighth generation of Wuliangye, and solidify the quota of traditional channels, optimize the planned amount, and will invest in special specifications of Wuliangye Wuliangye, cultural wine and other products, as well as direct sales channels and the international market.
Jiang Wenge mentioned that Wuliangye will continue to deepen channel transformation, continue to optimize the structure of traditional channel dealers, and further optimize low-quality plan quotas and distribution areas with the help of marketing big dataStrengthen the layout construction of "three stores and one store", improve the direct distribution of marketing resources, upgrade the image of Wuliangye cultural experience store and Wuliangye restaurant, promote the construction of official self-operated stores of new retail channels, and create a benchmark for retail experience-oriented industryIn-depth expansion of the first and direct sales network, and cooperate with dealers to increase the expansion of the world's top 500, China's top 500 and other enterprise customers.
Based on the new starting point of development, Wuliangye deeply builds a community of destiny for manufacturers, shares development dividends with dealers, and walks in the same direction with dealers, which is a powerful measure for it to demonstrate the concept of "harmony and symbiosis, beauty and beauty", practice the responsibility of "the great man of the country", and gather the consensus of manufacturers.
04 "The strong fragrance of a great country" is fragrant all over the world, and "Hemei Wuliang" is going to the world
Internationalization has always been an important strategy in the development process of Wuliangye. At a time when other famous domestic liquors are still striving for brand and market nationalization, Wuliangye, the "king of Chinese liquor" with an international vision, has already started to explore the world market.
Especially since the beginning of this year, Wuliangye has made high-frequency appearances at top international conferences and platforms such as APEC, Boao Forum for Asia, CIIE, World Laureates Forum, and Chain Expo, connecting the world with the Chinese expression of oriental aesthetics and using wine as a medium, building a bridge between China and the world, fully demonstrating Wuliangye's brand confidence and quality confidence, highlighting Wuliangye's concept of "harmony and difference, beauty and beauty", and leading the globalization process of Chinese liquor brands.
At the same time, under the call of the oriental traditional cultural concept of "harmony and symbiosis, beauty and beauty", Wuliangye is actively creating cultural IPs such as the Harmony Cultural Festival and the Harmony Global TourJoin hands with CCTV, the Forbidden City, Southern Weekly, etc. to create "Beauty and Beauty", "New Forbidden City" and "Courtesy!".China" and other top cultural IPs;Cooperate with Jin Bali to develop a new cocktail of Wugu Ronnie, create a new paradigm of Chinese and Western integration, and continuously enrich the international expression of the Wuliangye brand.
It can be seen that Wuliangye continues to integrate into various international and domestic high-end activity platforms, relying on innovation, quality and responsibility, constantly tapping into economic breadth and cultural depth, expanding the circle of friends in the world, enhancing the international competitiveness of Chinese liquor, and continuing to lead Chinese liquor to "go global".
At present, Wuliangye has set up three international marketing centers in Asia Pacific, Europe and the Americas, and has built a tasting center in Düsseldorf, Germany, forming a systematic global geographical layout, business layout, resource layout and cooperation layout, and becoming an important force in the internationalization of Chinese brands.
It is reported that this year's 12.18 conference has also received widespread attention around the world, with overseas communication covering North America, Eurasia, Latin America and other countries and regions, and released in 8 languages such as English, French, and Japanese.
Facing the future, Zeng Congqin said that in 2024, Wuliangye will continue to adhere to the general tone of "seeking progress while maintaining stability", further extend and expand around the four main directions of "excellent products, outstanding brands, leading innovation, and modern governance", promote quality reform with efficiency and power change, achieve effective improvement in quality and reasonable growth in quantity, and accelerate the construction of a world-class wine enterprise.
Jiang Wenge also said that in 2024, Wuliangye will fight the "five major battles" of image improvement, share improvement, market expansion, quality and efficiency improvement, and profit improvement, so as to create higher benefits and achieve more value for consumers, distributors and investors, and make greater contributions to economic and social development.
The strong fragrance of the great country, the five grains of harmony, the king of Chinese wine". With the in-depth advancement of the "Five Major Battles", Wuliangye's corporate image will be more prominent, the quality support will be more stable, the market share will be more consolidated, and the relationship between manufacturers will be more harmonious, and it will stride forward towards the five-in-one development path of "ecology, quality, culture, digital, and sunshine", so as to create a "harmony" paradigm for the high-quality development of Chinese liquor.