2024 Book of Answers
From blue and white Fenjiu to bamboo leaf green, the product structure of Fenjiu is improving day by day. Text |Selling Wine Wolf Team |Southerly.
On February 1, the Ministry of Commerce of China issued the "Notice of the Ministry of Commerce and Other 5 Departments on Announcing the Third Batch of Chinese Time-honored Brands", and the brand of Shanxi Xinghuacun Fen Distillery Co., Ltd. won the title of "China Time-honored Brand".
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The oldest health wine
Bamboo leaf green wine!
It is reported that Zhuye Qingjiu is China's oldest history, the most healthy formula, the most extensive reputation of herbal liquor, its history can be traced back to the Northern and Southern Dynasties, with high-quality Fenjiu as the base liquor, with more than 10 kinds of precious medicinal materials processed by a unique production process, the wine has a variety of effects of warming the stomach, soothing the liver and spleen, invigorating the blood and replenishing the blood, smoothing the qi and removing annoyance, and eliminating food and rejuvenation.
In the poem of Emperor Xiao Gang of the Southern Liang Jianwen, there is a sentence of "Lan is ashamed to recommend it, and the bamboo wine is fragrant", which is about the fragrance and quality. Geng Xin, a writer from the Northern Zhou Dynasty, said in the poem "Two Songs of Spring Clutch": "The Tian family is full of leisure, and the scholars and friends are temporarily lingering." Sanchun bamboo leaf wine, a song of chicken strings. In the poem "Passing the Restaurant", the poet Wang Xu of the early Tang Dynasty praised "the bamboo leaves are green, and the grapes are red"; Bai Juyi has a poem: "The bamboo leaves of the urn head are ripe in spring, and the roses at the bottom of the steps bloom in summer"; Luo Bingwang has "bamboo leaves are full from the bottle, and the peach blossoms are long"; Prime Minister poet Li Qiao has the ...... of "the wind is full of bamboo leaves, and the fragrance of Zhan laurel floats".
At the end of the Ming Dynasty and the beginning of the Qing Dynasty, Fu Shan, a university scholar, was proficient in medicine, deep in pharmacology, with a deep foundation and rich experience in traditional Chinese medicine, according to pharmacology and medicinal properties, to increase the preparation of bamboo leaf green, after repeated trials, Fu Shan retained the composition of bamboo leaves, according to a certain proportion of 11 flavors of Chinese medicine such as sand kernel, sandalwood, angelica, cloves, white chrysanthemum, etc. This also made the preparation process of Zhuye Qingjiu finalized in the late Ming and early Qing dynasties, and its nutritional and health care functions were further improved.
In 1948, Fen Distillery resumed the production of Zhuye Qingjiu, and in 1949, it was on the "First Banquet of the Founding of the People's Republic of China". In 1955, Zhuye Qingjiu became China's export inspection-free products and important foreign exchange products, in the 80s of the 20th century, the sales area spread to more than 60 countries and regions on five continents in the world, and it was the title of "National Famous Liquor" for three consecutive years, and it was the only Chinese health care liquor recognized by the Ministry of Health.
In 2004, the production process of Zhuye Qingjiu won the second prize of "National Science and Technology Progress Award", becoming the only one in China's liquor industry. In the turbulence of human history for more than 1,000 years, the preparation process of Zhuye Qingjiu has been inherited in an orderly manner, continuously improved, and endured.
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Ingenuity inheritance, timeless!
Bamboo leaf green wine!
Since 2017, Zhuye Qingjiu has once again entered the fast lane of development. In 2018, Fenjiu accelerated the strategic layout of Zhuye Qingjiu. In 2019, with the help of Fenjiu's three-year reform, the average annual growth rate of Zhuye Qingjiu exceeded 62%.
In 2020, Shanxi Fenjiu will increase its capital by 600 million yuan to Zhuyeqing Company for brand building and market investment, and the preparatory group for the Zhuyeqing Health Industry Project will be established, and the national market "Expedition Conference" will be held.
On December 19, 2021, Shanxi Fenjiu issued an announcement recommending Yuan Qingmao as a director and chairman of the eighth board of directors of Shanxi Fenjiu. On the same day, the 2021 Zhuyeqing Industry Strategic Development Conference was held in Taiyuan, and the first "highlight" activity of Yuan Qingmao's performance was Zhuyeqing.
At the meeting, he affirmed the achievements of Zhuyeqing in the past year, and put forward the requirements of "higher position, deeper reform, more accurate positioning, more living culture, and stronger party building", to open up a large market for healthy consumption upgrades, strengthen brand value, broaden the new road of industry, and create a health cluster of Zhuyeqing.
In the same year, Fenjiu Company's revenue from blended liquor with Zhuye Qingjiu as the main body was 125 billion yuan, a year-on-year increase of 9139%, an increase of nearly 6 times from two years ago, and sales in core cities in the south increased by more than 120%. In the first half of 2022, the sales revenue of Zhuye Qingjiu series will be 54.8 billion yuan, continue to release the "return" signal.
At present, the brand has become the underlying logic of industry competition, and at the time of the return of famous and high-quality brands, "Fen Boss" once again strengthens the cultural attribute of "the soul of Chinese wine, and the living state is the soul", and constantly enriches the historical and cultural connotation of Zhuye Qingjiu. It is believed that in the next stage of development, the strategic positioning of "the soul of Chinese wine, the soul of life" will further provide cultural support for the brand development of Zhuyeqing.
In addition, some people in the industry clearly pointed out that in the context of the deep integration of liquor and health, the concept of "drinking less, drinking better, and drinking healthy wine" has been deeply rooted in the hearts of the people, and consumers' awareness and purchasing power of drinking healthy and good wine are constantly improving, and brewing healthy wine has become a new trend in the liquor industry.