**|China Visit Network
Editor-in-charge|Li Chenfeng
On January 6, the Xifeng Liquor 10 Billion Celebration and the 2023 Global Distributor and Business Commendation Conference with the theme of "Fengxiang Era, Innovation and Future" were held in Xi'an. Zhang Zheng, chairman of Xifeng Liquor, officially announced at the meeting: In 2023, Xifeng Liquor will achieve sales revenue of 103400 million yuan, a year-on-year increase of 23%.
It means that Xifeng Liquor has officially joined the 10 billion yuan revenue club of Chinese liquor, and it also means that Xifeng Liquor has completed the "10 billion goal" proposed 5 years ago as scheduled.
In 2019, Xifeng Liquor officially put forward the "10 billion goal". In the past five years, Xifeng Liquor has scientifically planned the industrial layout, implemented a series of reform measures such as brand remodeling, market breakthrough, management improvement and capacity expansion and technological transformation, and achieved a leapfrog growth in sales revenue from 5 billion yuan to 10 billion yuan in the complex and severe macro situation and fierce industry competition.
In China's liquor industry, the revenue of 10 billion yuan is a "watershed" for first-line liquor companies, and entering the 10 billion mark means that Xifeng Liquor has obtained the "admission ticket" to the camp of leading liquor companies, which also means that Xifeng Liquor is one step closer to the goal of "returning to the first-class famous liquor sequence".
The first battle of the revival strategy of Xifeng Liquor is "high-end and nationalization", and now this strategy has achieved phased results, but the "high-end and nationalization" of liquor is a protracted battle that cannot be relaxed.
High-end leads to the revival of famous wines
2023 is a turning point and a year of differentiation in the new cycle of China's liquor industry, and the Matthew effect is further intensifying during the deep adjustment period of the industry, and the gathering and gathering effect of the liquor industry to advantageous production areas, advantageous enterprises and advantageous brands is becoming more and more obvious. In this context, famous wines with a strong historical heritage have become the main driving force for the market recovery.
Xifeng wine is one of the oldest historical liquors in China, which began in Yin Shang, flourished in the Tang and Song dynasties, has a history of more than 3,000 years, and is known as "a drop of Xifeng wine, half of the history of China". During the Jiayou period of the Song Dynasty, when the great writer Su Shi was the judge of Fengxiang in Xifu, he left a good sentence of "the flowers bloom and the wine is not drunk, come to see the cold cuiwei of Nanshan", and praised the Luquan wine (Xifeng wine).
After the founding of the People's Republic of China, Xifeng wine won many awards. In 1952, the first National Wine Appraisal was held in Beijing, and Xifeng Liquor, along with Moutai, Fenjiu and Luzhou Laojiao, was rated as the "Four Famous Liquors". In 1963, the second national wine appraisal was held, and Xifeng liquor was also among the "eight major liquors" selected. In 1984, the 4th National Wine Appraisal and the 5th National Wine Appraisal in 1989, Xifeng Liquor was selected.
The rich historical heritage and cultural accumulation have laid a solid foundation for the revival of Xifeng Liquor. In 2019, after Zhang Zheng became the chairman, he reshaped the strategic core products of Xifeng Liquor with "Red Xifeng" as the core, firmly established the goal of "returning to the first-class famous liquor sequence", and started the development strategy of "high-end and nationalization".
From the new generation of Hongxifeng, which is positioned as high-end in 2019, to the successful listing of the ultra-high-end "Five-Star Red Xifeng" in 2021, and then to the launch of the sub-high-end "Red Xifeng 1978" in 2023, Xifeng Liquor has built a product matrix with "China Red Red Xifeng" as the core, covering ultra-high-end, high-end, sub-high-end, mid-to-high-end and low-end.
Benefiting from consumption upgrading and changes in consumption concepts, the growth of high-end and sub-high-end liquor is the main driving force for the development of the liquor industry. In 2023, the sales of Hongxifeng series products will increase by 102% year-on-year, and the sales of products with more than 100 yuan will increase by 38% year-on-year, driving the company's overall sales to jump.
Marketing reform promotes national breakthrough
As the crystallization of liquor culture bred in the Guanzhong region, for a long time, Xifeng Liquor has mainly cultivated the regional market in Shaanxi and has become a well-known local liquor brand. In the minds of the older generation of Shaanxi people, "Xifeng Old Green Bottle" is their indispensable liquor, because of its first-class civilian and mellow taste, it has become an indelible memory for a generation.
However, with the passage of time, as China's liquor industry has entered the stage of national competition, it has become an inevitable trend for regional well-known liquor brands to go national, and Xifeng Liquor is no exception.
Since entering the national market in 2019, Xifeng Liquor has actively implemented the reform of the marketing system, established a multi-channel operation model of "independent operation + brand distribution + Internet", created a new market pattern of coordinated development of the province and outside the province, online and offline, self-operated and brand, accelerated the operation of the 100 million-level market in Shandong, Henan, Hebei and Jiangsu, and focused on the creation of model markets such as Zhengzhou, Jining and Xingtai, accelerated the refinement and rolling replication of the model, and promoted the overall development of the national market.
Under the continuous marketing reform, in the past year, the "Fengxiang Feast" of Xifeng Liquor has blossomed everywhere, the "Golden Network Project" has covered the whole country, and the quality of core terminals has been upgraded. Shaanxi's base market has achieved remarkable results, and the sales of self-operated products increased by more than 30% year-on-year; The market expansion of special zones such as Henan and Shandong is like a bamboo, and the year-on-year growth of sales performance has exceeded 50%; Beijing, Shanghai and other highland markets have been steadily and steadily operating step by step, and their market share has doubled. Since the beginning of this year, the number of customers, sales scale, terminal coverage, and channel profits in a single market of Xifeng have reached the highest level in history.
In the post-10 billion era, we will move towards first-class wine
The revenue of 10 billion yuan is a watershed for the echelon of liquor enterprises, and it is also a new starting point for Xifeng to continue to move forward. In the post-10 billion era, Xifeng Liquor ushered in a critical period of consolidating its development achievements and moving towards "returning to the first-class famous wine sequence".
As Chairman Zhang Zheng said, "10 billion" is a leap, but in the journey of "returning to the first-class famous wine sequence", it is only the first step of the long march.
For the goal of "returning to the sequence of first-class famous wines", Xifeng has formulated a clear "four-step" strategic plan and path deployment. The first step is to explore and improve the development orientation and development direction of the enterprise, the second step is to unswervingly promote the strategy of industrialization and industrialization, the third step is to adhere to brand confidence, category confidence, quality confidence and cultural confidence, and the fourth step is to fully enter the expansion and development period of returning to the first-class sprint, and by 2032, Xifeng will be built into a national first-class national enterprise with excellent products, brand emphasis and modern governance.
According to Zhang Zheng, the first two steps of the "return to first-class four steps" have been successfully completed, and in 2024, Xifeng Liquor will expand to a higher goal by building a first-class market system, a first-class brand system, a first-class quality system, a first-class cultural system, a first-class manufacturer system and other measures. By 2032, Xifeng Liquor will be built into a national first-class famous liquor enterprise with excellent products, outstanding brands and modern governance.