In the first three quarters of this year, the output of liquor enterprises above designated size totaled 26180,000 kiloliters, down 132%。
It is estimated that the annual production of liquor in 2023 may fall to around 5.8 million kiloliters, the lowest since 2009.
In the new cycle of liquor development, with the optimization and adjustment of the output structure, the homogeneous and low-level output has been greatly reduced, while the more representative and higher-level output has increased and will occupy a larger market share in the future.
This is not a single category phenomenon, but a new normal in the industry covering all flavor types of liquor, among which sauce-flavored liquor is even more performant.
The expression of quality is to let consumers know that you are good;The expression of value is to let consumers recognize Hello.
How to express the quality and value of soy sauce liquor and make consumers continue to pay is not only a strategic issue that the ** management department of the core production area needs to think about, but also a management and marketing problem faced by wine companies.
Internal and external synergy
Promote the high-quality development of the soy sauce and wine industry
The only way for an industry to develop and mature is that on the surface it is the pressure of the external environment, but in fact it is promoted by internal and external forces. High-quality development is a comprehensive expression, which means that the wine industry has moved from the competition of primary factors to the development of the whole industry chain and all factors, and the industry cannot have obvious industrial shortcomings, and the development will be improved day by day, and quality improvement is the primary task.
With the development of the economy, consumers' demand for high-quality soy sauce wine products has further increased, which in turn has stimulated the motivation of wine companies to optimize and upgrade production capacity. On the other hand, with the development of its own industry, the establishment of new standards, and the integration of new science and technology, the industry has begun to take the initiative to optimize the layout of existing production capacity in order to improve efficiency and expand capacity and increase competitiveness. Resources are concentrated on advantageous production capacity, and backward production capacity is eliminated.
In fact, starting from 2022, although facing industry problems such as high inventory and difficult sales, the leading soy sauce and wine companies still continue to increase their production capacity, and after a round of expansion, the production capacity of some wine companies has reached a record highAt the same time, small and medium-sized enterprises show a different situation, many enterprises reduce production or even stop production, the process of industry capacity optimization, resulting in such a polarization phenomenon.
The soy sauce and liquor market represented by Moutai Town as a whole is still developing benignly, and sufficient preparations have been made in terms of output, quality, and market, and structural optimization and adjustment have been initially realized. After this round of adjustment, the brand, quality and reputation of the core production areas have been strengthened, and the surviving brands will be more attractive to consumers in the next more fierce market competition.
Traditional craftsmanship
It is a basic plate of quality
At present, there are many kinds of soy sauce wines, which makes people overwhelmed. Each brand has its own unique positioning, and it is also aimed at different consumer groups and consumer markets. However, what remains unchanged is that as long as you advertise yourself as Moutai Town Sauce Liquor, it must come from the core production area and must follow the traditional craftsmanship, because this is the basic plate for the development of Moutai Town Sauce Liquor brand.
The production base is located in the core production area of Moutai Town, adjacent to the Chishui River, and enjoys the unique brewing environment of Chishui River water, air, and unique microbial strains with Moutai, and has all the brewing conditions of high-quality soy sauce liquor.
While sitting on the advantages of natural resources, in line with the tenet of "respecting nature, following ancient methods, and improving quality", the "12987" process of high-quality Daqu sauce-flavored liquor brewing is strictly implemented: "one year production cycle, two feeding, nine times cooking, eight times fermentation, and seven times taking wine", and the wine is stored in the cellar, and it takes five years to finish the product.
It is through this series of scientific and standardized brewing processes that the special flavor complexity of Government House Wine and the comfort after drinking can be formed. This is the result of unique raw materials, core production areas, traditional craftsmanship, long-term storage, and careful blending, which also makes Government House Liquor one of the representative brands of pure grain solid brewed soy sauce liquor.
Science and technology
Bring new impetus to quality development
Soy sauce wine is a traditional industry, but the traditional industry also needs continuous innovation, and only by innovation can we continue to improve the quality and brew more perfect products. In the process of innovation, the scientific spirit and modern technology are the foundation.
Government House Wine is committed to accelerating the iterative upgrading of products, which requires excellence in raw materials, processes and other aspects in the spirit of science. It is necessary to strictly abide by the national standards, and on this basis, greatly improve the standards, reach the industry-leading level, and strive to become the industry benchmark. For this purpose, professional institutions are specially invited to develop product standards.
Guizhou Provincial Institute of Quality Liquor Technology is responsible for formulating the brewing process, liquor blending standards, and flavor skeleton component testing standards for Government House brand products. Each bottle of Government House brand products needs to go through the standard testing of the winery, the provincial and municipal testing reports, which are higher than the eighteen testing indicators of the eight indicators of the industry testing.
Under the premise of strict implementation of national standards and standards of professional institutions, Government House Liquor adheres to the development concept of integrity and innovation, follows the core process unchanged, and strives for peripheral scientific innovation. From raw materials to each traditional process, we conduct in-depth research and continue to accumulate scientific research results. Proficient in work, craftsmanship in heart, quality in action, and strive to improve the technical level of brewing, blending, storage and other processes, improve the long-term high-quality development of enterprises, and also promote the scientific development process of the industry.
Authoritative certification
Provide a strong guarantee for quality
In the liquor industry, in order to establish quality authority, in addition to improving product quality through the optimization of its own operation and management, liquor companies also need to be endorsed by credible institutions or individuals to provide a strong guarantee for product quality.
The Zunyi Liquor Association and Renhuai Liquor Association hosted the Concierge Liquor Expert Tasting Meeting, presided over by Yang Bigang, Deputy Secretary-General of Zunyi (Renhuai City) Liquor Association, and Chen Xingxi, the former deputy chief engineer of Moutai Liquor Co., Ltd. and director of Moutai Scientific Research Institute, read out the comprehensive evaluation opinions of experts: slightly yellow and transparent, obvious aging fragrance, comfortable qu fragrance, plump and coordinated body, long aftertaste, long-lasting fragrance in the empty cup, and typical style of Daqu sauce-flavored liquor.
In addition, with its excellent product quality, Concierge House Liquor has passed the strict review standards of the CCTV shopping "China Television Good Things" project team, and has been unanimously recognized and praised by the CCTV China Television Good Things Recommendation Project Team, and has been successfully selected as a CCTV China Television Shopping Recommendation Product.
Entering a new cycle of development of the soy sauce wine industry, the era of quality development of soy sauce wine has arrived under the joint action of internal and external factors. Government House Wine is making scientific expressions about quality to consumers, helping consumers clearly outline the cognitive line of the quality of soy sauce wine products, presenting the quality strategy in front of consumers, and allowing consumers to understand the value of Government House Wine more intuitively. At the same time, it also hopes to play an exemplary role and drive the quality development of the entire industry.