Rees Category Innovation Strategy Consulting mentioned in the recently released "China Liquor Category Innovation Research Report" that as the third ten-year cycle comes to an end, the liquor industry is about to usher in a period of 3 to 5 years of deep adjustment. Liu Zhenguo, deputy secretary-general of the China Liquor Industry Association, also said that the current liquor industry is in a year of change, transformation and differentiation in the long-term development of the industry, and the Matthew effect of the industry is further intensifying. Therefore, many people in the industry believe that in the future, the situation of "the national liquor industry pattern will be concentrated in the dominant head brand enterprises" will become more and more obvious.
Wang Zhangang, general manager of Hebei Hengshui Laobaigan Liquor (Group) and secretary of the Party Committee of Hebei Hengshui Laobaigan Liquor Co., Ltd., also pointed out that in the future, the head enterprises will grow faster, the channels of the head enterprises will continue to move downward, and the market will concentrate on the brand.
Therefore, with the advent of the deep adjustment period, a group of liquor companies represented by Hengshui Laobaigan have explored the way of growth, improved the core competitiveness of enterprises, and accelerated the cycle from the perspectives of "brand influence" and "characteristic IP construction".
Create an excellent brand image and win praise by word of mouth.
For a long time, Hengshui Laobaigan has taken "high quality" and "time-honored brand" as the key to brand building, established a unique brand reputation in the hearts of consumers, and gave full play to its own advantages, actively focusing on high-end conferences and forums, highlighting the unique charm and high-end image of Laobaigan fragrant liquor. It has successively attended the "Belt and Road" International Financial Seminar, the China Industry-Economic Integration Development Summit Forum, and the Iron and Steel Digital Innovation Conference, and has become the designated wine. Especially in the recent "2023 Boao Forum for Chinese Entrepreneurs", as one of the important activities of the forum, the "Hengshui Laobaigan 1915 Night" was successfully held, and Hengshui Laobaigan 1915 shined all over the audience. Elites from the world's top 500, China's top 500 and industry leading entrepreneurs use wine as a medium to taste fine wine. Hengshui Laobaigan has also won praise from all parties and harvested highlight moments.
Not only that, from beginning to end, Hengshui Laobaigan has not forgotten to polish the golden signboard of "China Time-honored Brand", based on the new era, telling consumers the story of time-honored brands and conveying the charm of time-honored brands. Hengshui Lao Baigan made the Han Emperor's edict to ban alcohol, Wu Zetian's great swing of the water array, the eighteen wineries of the Qing Dynasty, the Panama International Exposition won the gold medal, and the volunteers went to North Korea to fight in front of everyone. At the same time, Hengshui Laobaigan also actively cultivates a team of brewing talents, and completely protects and inherits the traditional brewing skills of distilled liquor (Hengshui Laobaigan traditional brewing skills), which shines in the Expo.
The above measures have undoubtedly enhanced the height, heat and temperature of the brand, and greatly deepened the impression of Hengshui Laobaigan in the hearts of consumers.
Create characteristic IP activities and expand the consumer circle.
In the fiercely competitive liquor market, in addition to brand building, how to create characteristic IP and make the brand stand out from many competitors is also an important part of testing the comprehensive strength of liquor companies.
In recent years, Hengshui Laobaigan has insisted on continuously holding special cultural IP activities such as "Hengshui Laobaigan Wine Cultural Festival" and "Eighteen Wine Workshop Gold Award Star Concert", which have won the favor of core consumers and high recognition from industry expertsAt the same time, activities such as the "National Style Beijing Rhyme Famous Artists Concert" and the "China Entrepreneur Golf Elite Invitational Tournament" have created a high-level brand experience and expanded the core consumer circleIn addition, various forms of consumer construction activities such as "drinking first-class 15 signature dishes" and "18 winery wedding seasons" have injected fashionable and personalized genes into the brand, giving birth to a more profound product experience, and further stimulating the recognition of Laobai dry wine by user groups.
Enterprises develop in inheritance and innovate in development. Standing in the deep adjustment cycle of the industry, Hengshui Laobaigan has found a suitable direction for himself through branding, characteristic IP and other means. I believe that in the future, Hengshui Laobaigan will continue to uphold the mission of "inheriting the millennium ingenuity and brewing a better life", seize the opportunity, meet the challenge, make steady progress, and achieve higher performance achievements!