On December 17th, 12., carrying the blockbuster IP of WuliangyeThe 18 brand was newly listed, which originated from Wuliangye's "12.18 Dealer Conference" reception wine, which has always been regarded as a rare treasure by the wine dealer group.
Chen Zheng, Director of the Standing Committee of the Yibin Municipal People's Congress, Secretary General of the China Liquor Industry Association, Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.), Jiang Wenge, Deputy Secretary of the Party Committee, Vice Chairman and General Manager of Wuliangye Co., Ltd., Yang Jiong, Director of Yibin Economic and Information Technology Bureau, Zhang Yu, Vice Chairman of Wuliangye Co., Ltd., Xiao Hao, Deputy Secretary of the Party Committee of Wuliangye Group (Co., Ltd.), Chief Engineer of Wuliangye Co., Ltd., Yang Yunxia, Director of Food Safety, Liu Yang, Deputy General Manager of Wuliangye Co., Ltd., Huang Taiguo, Assistant General Manager of Wuliangye Co., Ltd. and General Manager of Wuliangye Brand Division, Wang Yuanpei, Director of Yibin Liquor Industry Development Class, Assistant General Manager of Wuliangye Co., Ltd., and General Manager of Jiangsu Marketing Region, Liu Hua, Secretary of the Party Committee and Chairman of Wuliangye Nongxiang Liquor Company, Shi Youlei, Deputy Secretary of the Party Committee, Director and General Manager of Wuliangye Nongxiang Liquor Company, Dai Chun, Coordinator of Wuliangye Co., Ltd., Wuliangye Nongxiang Liquor Company Team, Dealer Representative, ** Representatives attended the 12. event in Yibin on the same day18 brand renewal conference.
Jiang Wenge shared at the press conference "1218" brand development process and said that the times create famous wine, and famous wine returns the times. 12.18 products are excellent representatives of Wuliangye Co., Ltd., and are the ingenuity works containing the feelings of the times, and continue to take "beauty" as the theme and inherit the "beauty of quality" of ingenuity and craftsmanshipContinue the "cultural beauty" of the spirit of Wuliangye 12.18 conference;Highlight the "beauty of value" of win-win manufacturers. 12.18 is the witness of the development of the manufacturer, is the expression of the affection of Wuliangye and consumers "beauty and beauty", has obvious competitive advantages in the price market, and has broad development prospects.
Jiang Wenge, deputy secretary of the Party committee, vice chairman and general manager of Wuliangye Co., Ltd., said that 12The renewal and listing of 18 brands has witnessed Wuliangye's adherence to ingenuity, the pursuit of quality, the respect for culture, and the awe of the market, and interpreted 1218. The connotation of the new listing.
Secretary-General of China Alcoholic Beverages Association**27 years of cultural accumulation achievements 1218. The brand has a deep heritage
12.The cultural values and concepts carried by 18 liquor can be traced back to the first dealer conference of Wuliangye 27 years ago.
In 1997, Wuliangye created a precedent in the industry, put forward the development concept of "co-construction and win-win" for manufacturers, and held the first dealer conference on December 18 of that year, and then on December 18 every year, manufacturers gathered together to share the joy of harvest.
In 2008, Wuliangye officially moved to 1218 liquor was designated as the wine for the reception of Wuliangye 12.18 conference. In the view of the liquor distributors, the "group who know the most about wine", 1218. The wine is not only rich in layers, but also has a long aftertaste and unique flavor, which has become the favorite of a large number of "insiders".
1218 liquor, in the body of the wine has been comprehensively upgraded, the selection of high-quality aged base liquor blending, every drop is the national standard excellent grade, every drop is a five-grain wine.
12.18 Liquor has also redesigned the box and bottle body. The box body is mainly red and gold, and the overall shape is solemn and elegant, simple and atmospheric, and the box body is "1218" brand logo is conspicuous, which strengthens the quality endorsement. The bottle body with retro shape is more transparent, making the quality of the wine visible at a glance, implying transparency and open-mindedness.
Liu Hua summarized 1218. Three strategies for brand development. One is quality-based, 1218. The products will follow the quality policy of Wuliang, and on the basis of ensuring the quality of the products, upgrade the body of the liquor and achieve unique flavorsThe second is the soul of culture, 12The 18 brands will anchor the positioning of "Quality Famous Liquor Value Choice", and continue to talk about cultural assets such as Wuliangye's culture of co-consultation, sharing culture, and co-building cultureThe third is that marketing is king, 1218 brands will adhere to scarcity, step-by-step, and empowerment to ensure the reasonable profits of dealer partners.
Liu Hua, Secretary of the Party Committee and Chairman of Wuliangye Nongxiang Liquor Company"Quality + value" conforms to the general trend of the industry
In terms of product quality, Dai Chun said, 1218 Liquor melts the essence of Wuliangye, inherits the traditional brewing technology of Wuliangye Liquor, selects high-quality aged base liquor, and has been optimized by many national masters for thousands of times, achieving the unique flavor of "elegant Wuliang, comfortable aging, mellow and supple, and long tail".
Zhu Li, assistant to the general manager of Wuliangye Aromatic Liquor Company and general manager of the brand resource operation center, explained 1218. Brand operation planning - the company will vigorously support dealers in terms of operation, management and control, empowerment, etc., implement joint consultation and joint construction, achieve joint operation and win-win results, and pass "beauty" to every partner and every consumer.
It is understood that 1218. As the self-operated brand of Wuliangye Aromatic Liquor Company, it will adhere to the product creation concept of "high quality, best suitable". For liquor consumers, this product satisfies their needs for high-quality and affordable liquor, as well as the heritage of famous liquorFor channel merchants, it is undoubtedly a brand with profit advantages and development momentum.
In terms of market and investment, due to 1218 product output is limited, the market will be limited, the implementation of strict sales quotas, and the selection of accurate customers to control the amount of investment, to ensure that the product, the market strategy focuses on flexibility and efficiency, but also will strengthen market management, to ensure the healthy development of products.
At present, China's liquor industry is experiencing a consumption transformation from "quantity to quality", "drink less, drink better" has become the mainstream consumer psychology, and the situation of "no shortage of liquor but lack of good liquor" is still continuing, and at the same time, the brand connotation and IP expression of liquor have also become an important component of product competitiveness. In this context, as a "quality of famous wine value choice" 1218 will quickly open up the situation after listing.