Text |Li Ruting
2023 is a key year in the "14th Five-Year Plan" of Baishui Dukang, and it is also a year of its comprehensive efforts and full harvest.
For a long time, Baishui Dukang has been rooted in Shaanxi, based on the industry adjustment cycle, keeping integrity and innovation, constantly excavating its own advantages, exploring its own high-quality development path, and injecting more momentum and certainty into the future.
01 Firm old fragrance, brand strategy comprehensive renewal
Since the beginning of this year, Baishui Dukang has attached great importance to brand building, and raised it to a strategic level, on the basis of inheriting Dukang's brewing technology and history and culture, it has further clarified the development concept of quality first and goodwill first, and strengthened brand management to build a long-term and high-quality development pattern of Baishui Dukang.
In the new stage of development, Baishui Dukang deeply analyzed its own advantages and established the differentiated brand positioning of Lao Qingxiang. As the name suggests, the old fragrance accurately locks the strategic intersection of the large fragrance category and the old wine.
On the one hand, it highlights the position of Baishui Dukang as the backbone brand of the fragrance production area on both sides of the Yellow River, as well as its high quality and scarce value of "only old wine above quality".On the other hand, it builds differentiated positioning, which not only has category competitiveness in the industry competition, but also enhances recognition and brand value with unique segmentation positioning.
With the further implementation of the old fragrance strategy, Baishui Dukang grandly launched the high-end fragrance single product Thirteen Dynasties Jiuhai Aged Old Fragrance Series, building a strong link between the brand and the old fragrance category, improving the product matrix and strengthening consumer awareness.
At present, Baishui Dukang firmly adheres to the base point of the old fragrance category, and has formed a development pattern driven by the dual brands of Baishui Dukang brand and the Thirteen Dynasties brand, and refined operation in three modes according to the market layout.
That is, to fully release the national cognitive advantages of the Baishui Dukang brand, so as to promote the brand for the whole country and strengthen the chassis;The Baishui Dukang brand and the 13 Dynasties have achieved dual-brand integration, building brand synergy with large single products of fragrance and old fragrance, focusing on Shaanxi ProvinceThe Thirteen Dynasties Liquor Sea Aging further occupies a high-end value expression and establishes the absolute advantage of the old fragrance category in Shaanxi Province.
There is no doubt that 2023 is a key turning point in the development of Baishui Dukang, and through the continuous development of the old fragrance strategy, Baishui Dukang will quickly achieve the comprehensive improvement of the trinity of brand, product and quality.
02 The product promotion has been further increased, and the consumption cultivation has been deepened
In 2023, in terms of product promotion and consumer cultivation, Whitewater Dukang will show a strong momentum. Online, offline, all over the country, and even on the international stage, the figure of Baishui Dukang can be seen, and the cultural charm and brand value of Baishui Dukang are being perceived and recognized by more consumers.
Since the beginning of this year, Baishui Dukang has continued to increase investment in product advertising and established a rich three-dimensional communication system, from CCTV platform, newspapers and periodicals to the self-leading matrix, from Shaanxi to Shenzhen and even the whole country, airports, high-speed rail stations, subway stations and other outdoor first-class concentrated areas and urban landmark buildings, Baishui Dukang has always been accompanied.
Baishui Dukang has continuously appeared at the 6th Boao Enterprise Forum, the 2023 Zimbabwe International ** Expo Promotion Conference, the 33rd Anniversary Reception of the Republic of Namibia, the 108th National Sugar and Wine Fair, the 3rd Consumer Expo, the 26th Commonwealth Member States Charity Dinner, the 9th Xinjiang International Sugar and Liquor Commodity Trade Expo, the 7th China Time-honored Brand (Shandong) Expo, the 2023 Envoy to China Navigation City and Asia-Africa Economic and Trade Cooperation Fair, the 5th China Grain Trade Conference, The 20th China Time-honored Brand Boutique Expo in 2023 and the 6th CIIE have been well received by consumers at home and abroad.
It is reported that Baishui Dukang has successively won many honors such as the 2022 (industry) logo brand, the designated liquor for the 33rd anniversary reception of the Republic of Namibia, the national gift brand for the 10th anniversary of the Belt and Road Initiative, the high-end logo product of the 2023 China Fragrant Baijiu Qingding Award, the 2023 Asian (liquor industry) consumer trust brand, and the time-honored brand of Shaanxi Province.
In addition, Baishui Du Kang also actively sponsors various sports events, such as the "Du Kang Cup" calligraphy art exhibition and the Chinese Millennium Du Kang Ancient Temple Fair Cultural Festival, etc., to continuously expand the brand circle and enhance its influence.
It is worth noting that in June, the 4th Yellow River Fragrance Liquor Summit Forum and Baishui Dukang 2023 Annual Cooperation Conference was grandly held, under the leadership of Baishui Dukang and the joint efforts of the fragrance liquor enterprises on both sides of the Yellow River, the advantages of the Yellow River fragrance wine production area were consolidated, and a new era of fragrance was jointly created, demonstrating the strong responsibility of the second largest fragrance wine industry on both sides of the Yellow River.
Online and offline collaborative communication, high-end scenarios and sinking markets complement each other, and the large-scale, high-frequency, and multi-form product promotion system of WhiteWater Dukang maximizes the reach from the brand to consumers, continuously deepens brand awareness and favorability, and effectively gives full play to the national genes of WhiteWater Dukang.
03 Consolidate the market chassis and achieve remarkable results in the "three-year crackdown".
Recently, following the high-quality development idea of "quality improvement, brand strengthening, variety enrichment, market standardization, and service refinement", Baishui Dukang issued a notice on combating counterfeiting and rights protection in 2023, among which it started the final battle of its "three-year strike-hard" action with six specific measures, including written commitment, warning education, reward for reporting, market unannounced visits, joint case handling, and improvement of the distribution system.
For a long time, Baishui Dukang adheres to the thunderous policy of "striking hard, never being soft", combining system, law, publicity, technology, information and other means to innovate the market standardization model of Baishui Dukang, which not only maintains the brand reputation of Baishui Dukang, maintains a stable and healthy market order, and firmly guards the legitimate rights and interests of manufacturers and consumers.
At the same time, the normalized market action has continuously strengthened the brand image of high quality, excellent service and stable market, further cohesion of manufacturers, broadened market channels, set an excellent benchmark for the fragrance category and liquor industry, and laid a solid foundation for the high quality of Baishui Dukang.
On March 15, the International Consumer Rights Day, Shaanxi Baishui Dukang Distillery Co., Ltd. and its "Baishui Dukang" brand successfully passed the strict screening of the China Quality Inspection Association, and was awarded the honors of "National Product and Service Quality Integrity Demonstration Enterprise", "National Consumer Quality and Credit Guarantee Product" and "National Leading Brand in the Liquor Industry". This is WhiteWater's most sincere response to the market and consumers.
In recent years, Baishui Dukang has become one of the "Top 100 Chinese Liquor Enterprises" with pure technology, advanced equipment, excellent quality, diverse varieties and brand value exceeding 10 billion yuan.
Combined with a series of actions and performances of Baishui Dukang in 2023, we can see that Baishui Dukang is trying to win a cognitive war, from clearly returning to the big fragrance to focusing on the old fragrance, presenting the quality value and brand value of Baishui Dukang in a three-dimensional way, and continuously strengthening consumer cultivation and deepening consumer awareness.
From the self-construction of the brand, to the industry, to the whole country, to the consumer, the long inheritance and extensive cognition of "how to solve worries, only Du Kang" is being concretized and centralized. The forge ahead and perseverance of Baishui Dukang are holding the banner of the fragrance of a great country, and constantly driving it towards a higher and farther future.