Health wine welcomes new opportunities, and strong wine is out of the circle.
Author |Shengma Finance Wu Ke
Edit |Ouyang Wen
In modern society, life is fast-paced and work pressure is high, and many young people work at high intensity, have irregular diets, and do not sleep enough, which seriously affects physical function and mental health. Therefore, "health preservation in advance" is gradually becoming a new trend of the younger generation - soaking wolfberries in a thermos cup, removing ice and sugar in milk tea, and staying up late while exercising. These keywords that have been on the hot search many times reflect the consumption concept of the new generation group.
Shengma Finance learned that in the consumption scenarios such as barbecue restaurants, hot pot restaurants, and food stalls where young people are predominant, the frequency of health care wine is increasing, and how to take care of health preservation in occasions where drinking is no longer an exclusive topic for middle-aged and elderly people.
In recent years, Jinjiu, a well-known Chinese health wine brand, has used social platforms to promote its potential energy many times, and has made clever use of online activities such as Internet memes and themed cross-dressing challenges, which not only achieved the dual effect of product "planting" and brand communication among young people, but also stimulated consumers' interest in product experience, promoted their desire to buy, and showed a new "momentum" of Jinjiu to the outside world.
Behind the "out of the circle" of strong wine
At the end of last year, "Chinese's own whiskey!" This slogan became popular all over social **, and overnight, Jin Jiu became the protagonist of the Internet hot meme.
The reason is that the brains of several Internet "meme masters" have opened their minds, and they toast to the camera domineeringly with strong wine, saying that this is"Chinese's own whiskey".
Soon, netizens who are keen to chase hot spots and secondary creations heard the wind and invented various new ways to drink strong wine, in addition to using milk tea cups to "explode" health wine, they also derived drinks with ice, lemons, and even fished out of the snow to drink.
All kinds of fancy concoctions emerge in an endless stream, and "strong wine with everything" has become the most trendy way to open up alcohol in the second half of the year.
With the hot spot of Jinjiu out of the circle, the unique taste and high-quality craftsmanship of Jinjiu, as well as the health-oriented product concept, let the public re-understand the development process of Jinjiu and Jinpai.
Shengma Finance learned that the story of Jinjiu can be traced back to 1953, when the new distillery in Daye County, the predecessor of Jinpai Company, began to be put into production; In 1978, the older generation of Jinpai product personnel began to get involved in the development of tonic liquor, and since then Jinpai has embarked on the road of inheritance and development of herbal liquor.
In October 1989, after many demonstrations and multiple rounds of formula optimization, China Spirits was born. Four years later, the advertising slogan "Although the wine is good, don't be greedy" was broadcast on the CCTV screen, and it became popular all over the country as soon as it appeared.
Behind the analysis of the liquor out of the circle, the classic attributes of the liquor itself, the appeal of the product slogan, and the quality control and attention to the health of consumers have become the key to being respected by young people.
More than 70 years of health first
Shengma Finance has learned that 2023 is the 70th anniversary of the establishment of Jinpai Company, and in 2024, it will be the 71st year.
In the past few decades, Jinpai has become a health product covering more than 20 countries and regions from a county-level small distillery, and the company currently has three major businesses of "health wine, herbal liquor, and traditional Chinese medicine", and has created three core product brands of "China Jinjiu, Maopu Herbal Liquor, and Zhizhengtang".
It is understood that Jinpai follows the principle of "good liquor should be brewed in the origin area" in liquor, and more than 10 years ago, it began to build a basic aroma liquor brewing base such as clear, thick and sauce in the country.
It is reported that since 1998, Jinpai has built a fragrant liquor brewing base in Huangshi, Hubei Province along the Mufu Mountains, and has now become the largest fragrant liquor production area in China; Since 2012, the company has built a strong aroma liquor brewing base in Yibin, Sichuan, and has become one of the top three local liquor companies. In November 2023, the third phase of Jinpai Moutai Liquor Industry Project was successfully put into operation, becoming the largest single soy sauce wine production workshop in Moutai Town.
It is understood that at present, the stock of Jinpai raw liquor has ranked among the best in the country, and the staff of the quality department of Jinpai Company once introduced, "By the end of 2023, Jinpai has formulated more than 6,300 enterprise standards, covering the whole chain; Among them, there are more than 3,900 technical standards, and more than 90 testing items are higher than national standards. ”
In the brand culture of Jinpai, there is a saying:Taking human health as the foundation of life, we insist that all products and services must have health connotation and health value.
Shengma Finance understands that Jinpai has more than 130 direct supply bases of Chinese herbal medicines in the world, with a total planting area of 150,000 mu, and has been controlling the quality cornerstone of products from the source, and took the lead in putting forward the concept of "producing wine according to the standard of making medicines", implementing the quality control management of "the company, production plants and production lines", and building a quality management system for the whole life cycle of products.
On March 18, 2023, the scientific and technological achievement evaluation meeting of the "Key Technology and Equivalence Demonstration Research of Traditional Chinese Medicine Formula Granules" project was held in Jinpai. The project has been comprehensively evaluated by the expert group, and the project has reached the international advanced level.
Why does Jinpai have to start over?
On January 31 this year, Jinpai released the 2023 annual social responsibility report, with the theme name of "Xiongguan Mandao is really like iron, and now we are stepping forward from the beginning." "The reason why Jinpai said the slogan of stepping forward is closely related to the survival and business environment of the current wine company.
In the report, Jinpai proposed that survival is greater than development, and healthy survival is the best management.
Fukuyama once said that the world is unpredictable and survival has become more important than development. We can't see the specific events, but the possible crises are not without a trace. It's best to be prepared for everything you need to do before a real crisis comes.
In the past year, Jinpai comprehensively reviewed the company's 70-year survival and summarized and refined"Do less and be small, be specialized and refined, and be stronger and longer".Jinpai has formulated the "Jinpai Sustainable Program", insisting on the "positive" culture as the guide, and guiding the sustainable operation of the enterprise.
In recent years, with the rise of the health trend, with the blessing of emerging consumption concepts, health wine is ushering in new development opportunities, "Healthy China 2030" planning outline put forward the development strategy of "health first", proposed to formulate and implement a national nutrition plan, carry out in-depth research on the evaluation of food (agricultural products, food) nutritional functions, comprehensively popularize dietary nutrition knowledge, issue dietary guidelines suitable for the characteristics of different groups of people, guide residents to form scientific dietary habits, and promote the construction of healthy diet culture.
According to relevant information, a health wine company will achieve revenue of 47 in 20234.3 billion yuan, an increase of 30% year-on-year, a number of liquor companies in the work plan at the end of the year to the health wine category to an important position, Zhiyan Consulting also released a report said that the first will continue to increase support for the development of the health wine industry, and the implementation of more policies and measures to help the high-quality development of the industry, these signals all show that the health liquor market is ushering in unprecedented development opportunities.
In fact, since last year, Jinjiu has launched a new marketing strategy, and in May 2023, Jinjiu and Hishop Maritime will cooperate to jointly promote the development of Jinpai's e-commerce enterprise purchase platform. The platform takes enterprise OA as the entrance, and while serving enterprises, it can radiate to C-end customers in a business system, and provide enterprise customers with a welfare wine purchase channel that is superior to the market.
At the end of the annual responsibility report, Jinpai said that all Jinpai people will create a healthy life for consumers by providing healthy products and services with the purpose of "healthy human beings and never-ending", and jointly build a "century-old brand and century-old enterprise". Judging from the product breakthroughs and marketing innovations in the past year, the momentum of Jinpai's development is showing a trend of rising again.
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