Text丨Liquor Industry Team (ID: jiuyejia360).
Planning丨Qu YangEdit丨YifanEditor丨Genting.
After 2023, Xijiu has brought surprises to the liquor industry: to successfully complete the goals issued by the Guizhou Provincial Party Committee and the Provincial Government, successfully complete the annual goals and tasks of Xijiu Group, and successfully complete the "three completions" expected by all sectors of society, and hand in a perfect answer sheet for 2023.
Self-improvement, laying the foundation, intensively cultivating the market to open a new situation;Virtue, self-cultivation and morality, and the practice of Jun and far-reaching. On December 27, the 2024 National Distributor Conference of Guizhou Xijiu was held in Xiamen, "Ludao", at which it was announced that in 2023, Xijiu successfully completed the established annual goals and tasks.
Zhang Deqin, Secretary of the Party Committee and Chairman of Xijiu Group, said that Xijiu has lived up to the people who care about and support Xijiu in the society, and has proved that Xijiu can be stable and far-reaching with actual results. At this dealer conference, Zhang Deqin also used an hour-long off-script speech to put forward the "ten-year question", answered the "ten-year law" and "ten-year trip", and launched the "ten-year covenant" to all liquor dealers, that is, adhere to long-termism and practice with liquor.
The upcoming 2024 is also the key sprint year of the "14th Five-Year Plan", and the wine industry learned at the scene that Xijiu will continue to deepen the building of Junpin culture, further consolidate the market foundation, and adhere to the general tone of "supporting Junpin, stabilizing cellaring, expanding gold diamonds, supporting direct sales, and cultivating e-commerce" in terms of brand, and make every effort to sprint the 2024 annual goals and tasks.
Successful completion of the annual task!
What did you do right in the 2023 "Year of Trials" Xijiu?
In 2023, Xijiu will officially enter the "post-20 billion era", as the year of setting sail after the establishment of Xijiu Group, Xijiu will work together to hand over the report card of successfully completing the annual task, laying a solid foundation for the "post-20 billion era".
In 2023, Xijiu overcame many difficulties and challenges, took the initiative to take action, and successfully completed the annual goals and tasks. "The wine industry won the results of Xijiu in 2023 at this national distributor conference. Under various objective conditions in 2023, Xijiu has successfully completed the annual goals and tasks, which further demonstrates the development resilience of Xijiu.
Wang Diqiang, Deputy Secretary of the Party Committee and General Manager of Xijiu Group.
The internal and external environment in 2023 is not "friendly" for the development of liquor enterprises, and inventory and dynamic sales have become the main theme of the liquor industry in 2023. However, it should also be noted that the achievement of wine learning is really hard-won.
Looking back on this year, why has Xijiu been able to achieve this achievement?What did you do right?This will return to Xijiu's rich, diversified and pragmatic market initiatives in 2023. Whether it is to strengthen the market foundation or strengthen the construction of talents, whether it is to create cultural empowerment or promote scientific and technological innovation, it is a force to promote the development of Xijiu, and finally form a strong synergy to help Xijiu successfully complete the annual goals and tasks.
Over the past year, Xijiu has started from various aspects to comprehensively build the development competitiveness of Xijiu Group in the new era. Especially in terms of brand and culture, it has embarked on the road of differentiated development of liquor, firmly followed the route of mid-to-high-end brands, and comprehensively consolidated the foundation of brand image by adjusting the product systemFirmly be a "gentleman in wine", constantly enrich the system connotation of "Junpin culture", lead the high-quality development of Xijiu with "Junpin culture", empower the brand with culture, and empower the market with the brand.
From the perspective of brand and product system, Xijiu takes Junpin Xijiu as the strategic core single product, cooperates with Xijiu Cellar 1988 to take the mid-to-high-end brand route, and at the same time, it also increases investment in popular soy sauce wine and sub-high-end, and realizes the layout and development of the whole world. It not only launched the Yuanxi Liquor with a layout of 100 yuan sauce liquor, but also renovated the main products such as Junpin Xijiu, Cellar Series, and Golden Diamond Liquor, so as to further meet the needs of the market and consumers with new packaging and image. In addition, Xijiu has also launched a series of cultural products, such as Thanksgiving 98 and Zhijiao series, to meet the diversified consumption needs of consumers in different consumption scenarios.
From the perspective of cultural creation, 2023 is the "Year of Junpin Culture Construction" for Xijiu, and Xijiu has taken a series of fruitful measures to develop, enrich and promote Junpin culture. For example, the release of the "Junpin Convention", the launch of a series of traditional cultural parade activities and the extensive practice of the gentleman's behavior, through the "Xijiu, My University", "Xijiu, My Old Ankang" and other public welfare brands, to achieve the promotion of Junpin's cultural connotation and influence.
As for the market "problems" faced by the industry, Xijiu uses practical measures to empower dealers, tide over difficulties with dealers, and help dealers achieve dynamic sales. Liquor industry experts noticed that just after the Spring Festival this year and at the beginning of February, Xijiu executives, including Zhang Deqin, intensively investigated the market and were always active in the front line of the market.
It is worth noting that Xijiu pays attention to "asking the market and asking the dealers", such as the establishment of the Junpin Xijiu marketing advisory group, and holding two advisory group meetings throughout the year to take the pulse of the development of Junpin Xijiu, which not only builds a development guarantee for the development of Junpin Xijiu, but also aims to help dealers achieve breakthrough development.
In terms of marketing, in 2023, Xijiu will also focus on the policy of "shaping the brand, optimizing the structure, cultivating e-commerce, emphasizing management, and strengthening assistance", and continue to promote the Junpin culture, so as to empower the promotion of the Xijiu brand, continuously consolidate the market foundation, expand the terminal network of Xijiu, launch its own marketing platform, strengthen the work of exclusive products, strengthen the construction of the e-commerce team, and compose a magnificent Xijiu marketing war song.
In the context of 2023, Xijiu will continue to increase its assistance to dealers and the market, vigorously carry out the code scanning happy season, implement the special reward for local bottle opening, the special reward for the Mid-Autumn Festival of "Thanksgiving, Happiness and Courtesy", greatly increase the subsidy standard of the experience hall, and increase the financing assistance of dealers, with an additional cost of more than 1.2 billion yuan throughout the year, which is also a pragmatic move for Xijiu to adhere to the concentricity of manufacturers and work hand in hand.
In the first year of the "post-20 billion era", under the uncertain factors of the development environment of the industry, Xijiu can develop steadily, and it also depends on Xijiu's continuous "hard work" and comprehensive forging of high-quality development "endogenous power" from quality, talent, scientific and technological innovation.
Since the beginning of this year, Xijiu has once again held a scientific and technological innovation research symposium, and will make every effort to build scientific and technological innovation as a "new engine" for Xijiu's new journey to achieve high-quality developmentThe "Autumn Harvest Forum" was held, and the Xijiu Group Innovation and Development Research Institute was established with a high standard to create the goal of "new drive" for quality through innovation and developmentIn terms of talents, the "Xijiu Talent Apartment Building" has been launched to solve the "worries" of talents, and to select, train and promote talents through a variety of ways, so that talents can become a continuous development momentum on the road to the high-quality development of Xijiu.
The more difficult it is, the more it is time to test the "basic skills" of the enterprise. It can be seen that in 2023, Xijiu will always be "practicing its internal skills" and empowering the market and brand marketing by improving its competitiveness. In the end, Xijiu also achieved outstanding results. And more importantly, what Xijiu has done this year is not only "merit in the contemporary", but also "benefit in the future".
In particular, Zhang Deqin compared the culture and innovation of the "roots" and "branches and leaves" of a big tree. In the first year of Xijiu Group's journey, Xijiu strengthened the "Junpin Culture" and strengthened scientific and technological innovation, so that the roots of the big tree of Xijiu were deeper and the branches and leaves were more luxuriant, which also made the development momentum of Xijiu more sufficient in the future.
Make every effort to sprint to the new goal, and the 2024 marketing path of Xijiu is released.
2023 has become a thing of the past, and for the upcoming 2024, Xijiu has also planned a marketing path for the new year.
In general, in 2024, Xijiu will intensively cultivate the market, lay a solid foundation, and continuously enhance the development confidence and stamina of Xijiu, so as to ensure the steady and long-term development of Xijiu. On the basis of an in-depth analysis of the economic and industry situation, Zhang Deqin proposed that the foundation of Xijiu must be solid, and announced that two new centers (Xijiu Marketing Service Center and Product Design and R&D Center) will be established to fully empower the market and distributors.
More importantly, at this dealer conference, Xijiu once again "put his heart to heart" with the dealers. Regarding the "ten-year question" of "what kind of enterprise will Xijiu become in ten years", Zhang Deqin said that after ten years, Xijiu will definitely become a world-class and popular large-scale comprehensive enterprise group, because Xijiu has such genes and quality.
Under such a "ten-year question", Zhang Deqin also answered the "ten-year method" and "ten-year trip", that is, what should be done to achieve such a goal. In this regard, Zhang Deqin said that the so-called large-scale comprehensive enterprise group is that Xijiu will change from a manufacturing company to a platform company integrating culture and service. When Xijiu has its own products, its own culture, its own platform, and its own traffic, Xijiu can be said to have completed the transformation.
Xijiu will definitely follow his set goals, no matter how difficult the road ahead may be. Zhang Deqin said.
According to Yang Weiwei, member of the Party Committee and deputy general manager of Xijiu Co., Ltd., in 2024, Xijiu will go all out to sprint to new marketing goals, and make greater contributions to promoting the high-quality development of Xijiu and becoming a world-class and popular large-scale comprehensive enterprise group.
The wine industry learned at the scene that in 2024, the planning of Xijiu will continue to be carried out in accordance with the overall requirements of "supporting Junpin, stabilizing cellaring, expanding gold diamonds, supporting direct sales, and cultivating e-commerce".
It can also be seen from this marketing plan that in terms of product marketing strategy, Xijiu will continue the strategy since 2023, and continue to enhance the influence of Xijiu in the sub-high-end, mid-to-high-end and high-end ** belts through the creation of the three major first-class products of Junpin Xijiu, Cellar Series and Golden Diamond Xijiu, and further consolidate the foundation of Xijiu's "mid-to-high-end brand route".
According to the wine industry, in the work plan of Xijiu in 2024, Wang Diqiang proposed to promote the marketing work to a new level with the "five fine actions", that is, adhere to lean management, adhere to precision marketing, adhere to intensive market, adhere to sincere service, and adhere to intensive development. This also points out the direction, goals and paths for Xijiu's work priorities in 2024.
Specifically, in terms of precision marketing, in 2024, Xijiu will establish the precise thinking of "production capacity is the foundation, quality is the foundation, positioning is the key, and the market is the core", in-depth study of the structural changes on the demand side, precise supply side marketing measures, especially give full play to the two platforms of the newly established marketing service center and product design and R&D center, be determined to innovate and output at a fixed point, seize the commanding heights in the new market wave, and win new opportunities.
In terms of intensive cultivation of the market, Wang Diqiang proposed that in accordance with the market strategic layout of "supporting Junpin, stabilizing cellars, expanding gold diamonds, supporting direct sales, and cultivating e-commerce", we should make good use of cultural IP and event marketing in an all-round and systematic way, and implement ideas, policies, and measures to the "last mile" of the market.
In addition, in terms of lean management, we will focus on personnel management reform, marketing guarantee reform, market business reform, and customer evaluation reform. In terms of sincere service, Wang Diqiang proposed to uphold the principles of respecting business, supporting business, excellent business, and pro-business, and establish a "pro-Qing" partnership with dealers to work together to build a win-win situation. In terms of intensive development, it is necessary to plan strategy, market foundation, cultural empowerment, scientific and technological innovation, and integration of wine and tourism in an all-round way.
For the key work of the year, wine industry experts also noticed that in 2024, Xijiu will focus on culture and market foundation. Among them, in terms of culture, it is proposed to adhere to the guidance of corporate culture and practice and spread Junpin culture. The Xijiu marketing work report also pointed out that the cultural value system of Xijiu Junpin is the action guide for all employees, and the root and soul of the development of Xijiu marketing, and the promotion of all marketing work in 2024 will be carried out under the guidance of Junpin culture.
In terms of improving quality and efficiency and optimizing marketing quality, in 2024, Xijiu will continue to optimize the distribution structure, gradually improve the national layout, strengthen the investment layout of the blank market, adjust the structure of some distributors, and scientifically plan the upper limit and structure of the number of distributors in mature markets. In addition, we will continue to invest in expenses accurately, stabilize the market, and continue to carry out the happy season activities of scanning codes, and the major business divisions will implement separate policies to provide protection for dealers.
Combined with the current development situation of the industry, Xijiu also put forward the goal of broadening self-operated channels and increasing the proportion of e-commerce monopoly at this dealer conference. In 2024, Xijiu will promote the reshaping of the structure of the direct sales division, adjust the operation mode of the closed altar, strengthen the self-operated and cultural and creative businesses of the main body, standardize the management of supermarkets, expand the international market, and create two model markets in Hong Kong and Malaysia.
In addition, in 2024, Xijiu will continue to deepen channel construction, continuously consolidate marketing advantages, consolidate market foundation, continue to promote brand building, focus on core products, upgrade brand culture landing activities, and promote product sales transformation.
Strengthen Junpin culture + Thanksgiving dealers!
Xijiu released two major signals.
In this year's dealer conference, Xijiu released two most important signals: continue to strengthen the creation and construction of Junpin culture;Continue to increase the support for dealers, and work together with dealers with a grateful attitude to help each other and win the future together.
Just as the theme of this dealer conference is "self-improvement, laying the foundation, and intensively cultivating the market to open a new situation;Virtue, self-cultivation and morality, and the practice of Jun and far-reaching. On the one hand, it reveals that Xijiu will always take Junpin culture as the core culture of the enterprise, and firmly be a "gentleman in wine" and be determined to carry Junpin to the endOn the other hand, whether it is laying the foundation or intensively cultivating the market, it shows that Xijiu will invest more in the market and support distributors, and jointly build a solid market foundation for Xijiu.
It is worth noting that at this dealer conference, Xijiu also released a high-end strategic image product - Junpin Xijiu Chongli, which further combines the excellent traditional Chinese culture with the Junpin culture of Junpin Xijiu, which is also the second release of cultural products after the launch of the "Tracing the Footsteps of a Gentleman" commemorative wine in October 2023, which also demonstrates Xijiu's determination to build Junpin culture.
Just a few days ago, Xijiu also officially announced its cooperation with the famous film and television artist Chen Daoming. This is the first collaboration after the first collaboration in 2017, and in 2024, Chen Daoming will once again serve as the spokesperson of Xijiu. The resumption of endorsement with Chen Daoming undoubtedly shows that Xijiu continues to deepen market promotion, carries out Junpin to the end, and practices Junzi to the end.
In terms of distributors and markets, the wine industry noticed that at this dealer conference, Zhang Deqin and Wang Diqiang's speeches have always focused on dealers. Zhang Deqin said that in his heart, the chairman of the board, the dealer is the god of liquor, there are common interests are friends, there are common goals and hobbies are friends, the relationship between liquor and distributors is close relatives, and Xijiu will take care of the dealers who operate in compliance in every way.
The majority of dealers and friends have accompanied Xijiu all the way, deeply cultivated the market, and made important contributions to the high-quality development of Xijiu. Please believe in Xijiu and support Xijiu. Wang Diqiang said that Xijiu will always abide by the core values of "advocating Taoism, pragmatism, respecting business, and loving people", and the strong atmosphere of business, pro-business, safe business, supporting business, and wealthy businessmen, and making every effort to create an industry model for manufacturers to work together and work together.
In fact, in 2023, Xijiu has repeatedly called out to dealers, expressing his attention and support for dealers. In August, Zhang Deqin once again called on the dealers, reiterating the "wine learning attitude" of standing together with the dealers through thick and thin and helping the dealers out of the difficult period.
As an enterprise that "knows awe, knows gratitude, is humble and compassionate", Xijiu knows that it is inseparable from the support of dealers along the way, and it is the dealers and Xijiu who "share joy and bitterness", which has created the brilliant achievements of Xijiu's development. Because of this, in the face of the current market economic situation, dealers are still in the period of "moving forward with a heavy load", and Xijiu also firmly chooses to deal with difficulties and challenges with dealers.
In addition, at the National Distributors Conference, Xijiu also released a "Letter of Appreciation to Xijiu Dealers" jointly signed by Zhang Deqin and Wang Diqiang, expressing his gratitude to the dealers with heartfelt words, and promising that in the future, he will always practice the marketing concept of "ruthless business, service first", strengthen infrastructure, and wholeheartedly provide better products and services for dealers.
100 years of liquor, world-class. "Facing the future, Xijiu's development vision has never changed, that is, to build a world-class and popular modern large-scale comprehensive enterprise group. More importantly, Xijiu will always adhere to the marketing concept of "ruthless and service-oriented", and walk with distributors all the way. We have reason to believe that Xijiu will definitely reap a better future.