Text |Li Ruting
Eight years of chasing dreams, forging ahead. On December 18, the 2023 annual ceremony of Jiuzang Xifeng Liquor with the theme of "intensive cultivation" was held in Xi'an, and thousands of distributors and partners shared the moment of glory.
In 2023, Jiuzang Xifeng Liquor will run out of "Jiuzang Speed" again, and looking back on the eight years it has passed, it is a scene of highlights and countless hard work. Undoubtedly, in the face of new historical opportunities and standing at a new development node, "Fengxiang New Height, Jiuzang Xifeng Liquor" will also accompany the intensive cultivation of Jiuzang Xifeng Liquor and become the recognition and love of more consumers across the country.
01 Eight years of chasing dreams, looking back at the road of intensive farming
2023 is a year full of challenges and passions, and Jiuzang Xifeng Liquor has worked together with partners and employees to deliver an excellent answer: the sales of Jiuzang Xifeng Liquor have grown against the trend and have exceeded the annual sales task.
In fact, this achievement is not surprising, Jiuzang Xifeng Liquor has continuously achieved continuous brand and sales growth since its launch eight years ago, which shows that its internal vitality is stable and strong, and thus allows the industry to see how a brand with strong potential and resilience can be refined.
In 2016, Jiuzang Xifeng Liquor was grandly listed in Xi'an
In 2017, Jiuzang Xifeng Liquor officially signed a contract with CCTV to promote, and landed on CCTV's first-class advertisementIn July of the same year, for the first time, it built the Jiuzang Xifengjiu high-speed railway, which went out of Shaanxi and to the whole country, realizing the perfect combination of China's speed and Jiuzang's speed
In 2018, it sponsored the "Chinese Detachment" international football match of the Chinese Football Association and the Tongchuan Zhaojin Half Marathon and other large-scale sports events
In 2019, sponsored the "Jiuzang Xifeng Night" Youmei Live Stars Concert
In May 2020, more than 10,000 wine donation activities were carried out to front-line anti-epidemic personnel, and more than 30,000 boxes of Jiuzang Xifeng wine for 20 years were donatedIn December, the high-end product of Jiuzang Xifeng Liquor "Jiuzang No. 1" was grandly launched
In June 2021, a semi-annual work conference was successfully held in Zhangye, Gansu Province, to further empower the brand culture with the "Belt and Road" belt and open the brand road of "east to west, south to north".In the same year, the provincial version of Jiuzang Xifeng Liquor was officially launched, opening the road to the national layout of the brand
At the beginning of 2022, Jiuzang Xifeng Liquor donated 1 million yuan to the epidemic prevention and control headquarters of Lianhu District, Xi'an;In June, the semi-annual meeting of Jiuzang Xifeng was successfully held in Yan'an, the red holy land, to "be a Jiuzang Xifeng person who will always follow the party";
On June 26, 2023, the first half of 2023 work conference was held in Shenzhen, from "Shenzhen speed" to "Jiuzang speed", and successfully embarked on the road of "reform and opening up" of Jiuzang Xifeng Liquor;On August 6, the launch ceremony of the "Jiuzang Xifeng Liquor" high-speed rail brand special train was held at Xi'an North Railway Station, and the special train arrived in Beijing, Shenzhen, Shanghai, Hangzhou, and Lanzhou, and the pace of nationalization accelerated againOn August 8th, Jiuzang Xifeng Liquor moved to a new location, standing on a new starting point, stepping into a new journey, and opening a new meteorological ......
Looking back on the eight years of intensive cultivation, just asNiu Xuejun, chairman of Shaanxi Qibino Business and Trade, and creative planner of the whole process of Jiuzang Xifeng Liquor brandsaid: "The wind and rain of the past eight years is an experience, a baptism, an encouragement, and a mission. ”
02 Forge ahead and dialysis is the magic weapon to win
At the ceremony, Niu Xuejun shared the magic weapon of Jiuzang Xifeng wine. First, quality confidence. Over the past eight years, Jiuzang Xifeng Liquor has always unswervingly taken the high-quality phoenix-flavored route.
Second, brand confidence. Jiuzang Xifeng Liquor practices long-termism, and has been vigorously and generously invested in high-speed rail advertising, airport advertising, subway advertising, highway cross-line bridge advertising, bus body advertising, elevator advertising, taxi roof light advertising, light box advertising, large LED electronic screen advertising and other forms of brand promotion for many years.
Third, marketing confidence. For any project that needs to be implemented, Jiuzang Xifeng Liquor is "doing what it says", and implements the spirit of hard work, pragmatism and intensive cultivation into every initiative.
Zhou Yanhua, deputy general manager of Shaanxi Xifeng Liquor Co., Ltd. and chairman of Shaanxi Xifeng Liquor brand operationHe said that through nearly eight years of development, Jiuzang Xifeng Liquor has become one of the sub-brands with outstanding performance and fastest growth in the Xifeng Liquor family.
The first is the excellent product quality foundation of the entire product system of Jiuzang Xifeng Liquor, which continues the high-quality product brewing process and quality control process of Xifeng Liquor, which is also the core competitiveness of Jiuzang Xifeng Liquor
The second is the precise product and market positioning of Jiuzang Xifeng Liquor, the construction and positioning of the 100-500 yuan product system, which is in line with the historical opportunity of mass consumption to upgrade and concentrate on the price range of more than 100 yuan and the expansion and increment of the sub-high-end market of liquor, thus laying a solid foundation for Jiuzang Xifeng Liquor to gain a foothold in the provincial market and expand the foreign market
The third is the Jiuzang Xifeng Liquor operation team under the leadership of Niu Xuejun, through continuous investment, focus, and precise promotion, with "storm-style" brand promotion, market intensive cultivation and channel sinking, strengthening consumption links, carefully cultivating the market, and obtaining the rapid growth and high-quality development of the Jiuzang Xifeng Liquor brand.
At the scene, the hour-long award ceremony, with a total of 14 awards and 155 person-times, demonstrated the team strength and positive potential energy of Jiuzang Xifeng Liquor, and also showed that Jiuzang Xifeng Liquor and distributors and other partners will continue to contribute to the common cause of Jiuzang Xifeng Liquor.
Real gold ** to be a brand, down-to-earth to do the market", this is the voice of the dealers present, and it is also the footprint of Jiuzang Xifeng Liquor for eight years or even more years of "intensive cultivation". Every step of the way is the mark of its hard work with its partners, and the days of those who have struggled together have brought everyone a deeper sense of identity and belonging, and once again narrowed the distance between Jiuzang Xifeng Liquor and distributors and partners, showing a moving manufacturer's feelings.
The theme of the ceremony is "intensive cultivation", which is a summary of Jiuzang Xifeng Liquor's steadfastness and progress in the face of the complex industry environment and fierce market competition, and it also shows its determination to move towards a new journey of high quality.
03 Ride the wind and embark on a new journey
2023 is coming to an end, and facing the new year, Jiuzang Xifeng Wine will also embark on a new journey. 2024 is a crucial year for the implementation of the 14th Five-Year Plan, and the country's macroeconomic aspects will coordinate the expansion of domestic demand and deepen the supply-side structural reform, which undoubtedly releases an excellent development signal.
Xuan Baoguo, president of Shaanxi Sugar and Wine Non-staple Food Circulation AssociationHe said that macroeconomic regulation and control is good news for the liquor industry, and liquor companies should actively innovate consumption scenarios, serve and cultivate customers, strengthen confidence, temper patience, lay a solid foundation, and make sufficient preparations, so as to meet new opportunities for the development of the liquor industry.
Xu Wei, chairman of HeyGears Consulting Group and founder of brand competition strategyIn the keynote speech of "Opportunities and Challenges for the Innovation and Rise of Aroma Category in China's Liquor Industry", it was shown that Fengxiang has the advantage of leading the way, and under the cluster effect of the production area, the opportunity for category differentiation and brand echelon development has arrived, and Jiuzang Xifeng Liquor, as a value, good concept, good quality, good technology and good choice, will become a more potential brand.
In addition, in recent years, Xifeng Liquor has adhered to the original intention of brewing, taking quality as the foundation, culture as the soul, production area construction as the foundation, and quality marketing management as the wing, which has achieved the unique competitive advantage and foothold of Xifeng Liquor.
Yu Gengzhe, the guest speaker of CCTV's "Hundred Lectures", professor and doctoral supervisor of the School of History and Culture of Shaanxi Normal UniversityIt is emphasized that Jiuzang Xifeng Liquor should continue to tell the story of liquor, dig deep into the cultural heritage, improve professional knowledge, and further sublimate and disseminate the brand connotation of Jiuzang Xifeng Liquor through the multi-dimensional linkage of lectures, training and research.
Standing at the key node of connecting the past and the next, as one of the core brands of Xifeng Liquor, in the future, Jiuzang Xifeng Liquor will continue to keep up with the pace of Xifeng Liquor, practice the strategy of "nationalization and high-end", and work with partners to be proactive and inspirational, pursue excellence, promote the return of Xifeng Liquor to the first-class famous liquor sequence, inject more kinetic energy into the rise of Fengxiang and the revitalization of Shaanxi Liquor, and continue to sing the voice of "Fengxiang New Height".
We believe that under the joint superposition of opportunities and advantages, Jiuzang Xifeng Liquor will continue to rise and grow, and in 2024, Jiuzang Xifeng Liquor is more worth looking forward to.