With the release of the "Healthy China 2030" Planning Outline, the big health industry has risen to a national strategy, and the concept of health preservation has also been vigorously promoted. According to the "2023-2029 Analysis Report on the Market Competition Situation and Investment Direction of China's Health Wine Industry" released by Zhiyan Consulting, the output of China's health wine industry in 2022 will increase from 79 in 2015540,000 kiloliters to 95380,000 kiloliters, demand from 74 in 2015930,000 kiloliters to 9120,000 kiloliters; It is estimated that the output of China's health wine industry will increase to 97 in 202340,000 kiloliters, the demand grew to 93400,000 kiloliters. Among them, wolfberry wine and other health wines show a strong development momentum of "booming production and sales".
Nutrition experts point out that compared with traditional liquors such as liquor and beer, fruit wine has higher nutritional value and greater health benefits. In the ancient medical work "Shenlong Materia Medica", it is believed that wolfberry has a bitter and cold taste, the main five evil qi, heat, thirst, peripheral rheumatism, long-term service to strengthen the muscles and bones, light body and immortality, and has the effect of nourishing the liver and eyes, nourishing the kidneys and moisturizing the lungs. Through the flexible use of modern new technology, "Ningxia Red" further retains the precious nutrients in wolfberry.
In 2018, the Ningxia red brand was officially incorporated into the business territory of Ningxia Iron and Steel Group, and the four major development strategies of Ningxia Red were re-established, namely wolfberry red, Ningxia red, China red, and world red, and new technologies and new processes were boldly adopted to make the nutritional value of wolfberry understood and accepted by more people.
Last year, Ningxia red wolfberry industry disclosed the latest technological progress in the field of fruit wine, and the research results include "research on the influence of liquor soaking fresh wolfberry fermentation process on enzymatic browning of wolfberry" and "research on the brewing process of black fruit rowan wolfberry mixed liquor". It is reported that the first study solves the problem of oxidation and browning of fresh wolfberry fruit during fruit wine fermentation, which can improve the utilization rate of fresh fruit and enhance the taste and appearance. The second study is based on the process of blending rowan with wolfberry, which is also a delicious berry that contains a lot of anthocyanins and vitamins that can enhance the body's anti-aging ability, and can be blended with wolfberry to improve health and health benefits. At the same time, Ningxia Red Company has started the research and development of health liqueur in 2022, using wolfberry fresh fruit as raw material for fermentation, wolfberry distilled liquor as the liquor base, and raw materials are compounded with cassia seed, lotus leaf, tangerine peel, licorice, etc., which has the effect of clearing the liver and brightening the purpose, and the technology has applied for an invention patent.
The foundation of quality comes from the control of the source, and a good industrial chain is the key to shaping a good product. Relying on the unique resource advantages of wolfberry origin in Ningxia Zhongning, the "hometown of Chinese wolfberry", combined with advanced technologies such as low-temperature fermentation and aseptic cold filling, Ningxia Red has achieved a double improvement in product yield and quality. The 2,000 acres of organic wolfberry planting base forms a "demonstration garden" effect in the "autonomous" mode, thereby linking 100,000 acres of organic wolfberry cooperative planting base to form an annual production capacity of 40,000 tons of wolfberry wine.
In recent years, in order to accelerate the upgrading and transformation of the wolfberry industry chain, Ningxia Red has built a whole industry chain layout of "one park and three bases", actively built an experiential marketing closed loop around "quality + consumer experience", and created an immersive consumption experience of "wine and tourism integration". For example, consumers are invited to participate in industrial tourism experience, visit wolfberry plantation parks, or organize rich and interesting activities such as "Sommelier Challenge" and "Goji Berry Brewing Process Quiz", so as to use wolfberry wine as a medium of cultural inheritance, so that consumers can realize emotional resonance with brand culture in tourism, leisure, tasting, communication and interaction, and deepen their brand awareness and understanding of Ningxia Red.
Today, Ningxia Red has successfully built a 6+ system of "base + manor, winemaking + tourism, scene + interaction, culture + content creativity + innovation, online + offline", and through all-round, multi-dimensional and full-link resource integration, Ningxia Red has introduced diversified consumption flow entrances for Ningxia Red and realized the integration and coordination of winemaking and cultural tourism. Let the scenes that have been ignored in the past such as "industrial tourism" and "agricultural tourism" win the favor of consumers and attract consumers to participate, creating a new business card for the integrated development of wine and tourism.
This year is the 24th year of Ningxia Hong's establishment, which not only digs deep into the history and culture of the wolfberry industry, extracts unique brand genes, but also forms a culture-based, quality-centered "Ningxia Red Model". Today, Ningxia Red has successfully caught the "free ride" of the rapid growth of fruit wine consumption, seized the dividend of health preservation, and continued to consolidate the leading position of wolfberry wine!