**|China Visit Network
Editor-in-charge|Wu Ze
On January 6, Xifeng Liquor's 10 billion celebration and the 2023 Global Distributor and Business Commendation Conference were held in Xi'an. At the meeting, Zhang Zheng, Secretary of the Party Committee, Chairman of Xifeng Group and Chairman of Xifeng Liquor Co., Ltd., said that Xifeng Liquor will achieve sales revenue of 103 in 2023400 million yuan, a year-on-year increase of 23%. Among them, the sales of Hongxifeng series products increased by 102% year-on-year, and the sales of products above 100 yuan increased by 38% year-on-year. It marks that Xifeng Liquor ranks among the 10 billion famous liquors.
In 2018, it exceeded 5 billion yuan, crossed 6 billion yuan in 2019, crossed the 8 billion yuan mark in 2021, and now climbed to the 10 billion level, the rapid development of Xifeng Liquor is breathtaking. The chairman of Xifeng Liquor couldn't help but sigh: "The completion of the goal of 10 billion yuan in 5 years is of far-reaching significance, which is unique in the history of Xifeng!" ”
How did Xifeng Liquor achieve today's results? Song Shuyu, chairman of the National Liquor Industry Association, gave part of the answer at the commendation meeting - Xifeng's ability to cross the threshold of 10 billion today is inseparable from the inheritance of history and the accumulation of culture.
The dragon vein of the Qinling Mountains divides the north and south; The Yellow River leads to Fengyi, looking at the west and east. Xiang in Yong, singing in Qi; East Lake Willow, West Phoenix Wine. ”
From the "Qin Drinking Qin Wine" in the Yin Shang Dynasty, to the "Liulin Wine" and "Tuo Spring Wine" in the Tang and Song dynasties, and then to today's Xifeng Wine. Shaanxi Fengxiang's Xifeng wine has gone through thousands of years, and the longer it is fragrant.
Su Shi, a famous writer and lyricist of the Song Dynasty, also served as a book signing judge in Fengxiang. On the day of the completion of the Xiyu Pavilion in Fengxiang East Lake, Su Shi invited his friends to drink and have fun, and wrote the famous essay "The Story of the Xiyu Pavilion". The good sentence in the text, "The flowers bloom and the wine is beautiful, but you are not drunk, come to see the cold cuiwei of Nanshan" accompanied by the aroma of Xifeng wine.
In 1933, Xifeng Liquor was unveiled at the Chicago Exposition in the United States, and the main pattern of the trademark was the symbol "Phoenix", the totem of the Chinese nation. Xifeng Liquor also won the gold medal of this exhibition and became famous overseas.
In 1952, Xifeng Liquor was rated as one of the four famous liquors in the National Liquor Appraisal Association, along with Moutai, Luzhou Laojiao and Fenjiu.
In 1955, ** after the end of the Bandung Conference, he returned to China and passed through Hong Kong, and Hong Kong and Macao compatriots set up a banquet for the prime minister to receive the wind and wash the dust, and the banquet was filled with Moutai, Luzhou Laojiao and Fenjiu, but there was no Xifeng wine.
This matter attracted the attention of ***, and after returning to Beijing, he instructed the relevant departments to promote the development of Xifeng wine. In 1956, Shaanxi Xifeng Distillery was officially established.
In 1979, at the 3rd National Wine Appraisal, the classification and naming of Fengxiang liquor was born. In 1992, Fengxiang was identified as a new flavor type of liquor, and Xifeng Liquor became a typical representative of Fengxiang liquor. What is Fengxiang type? The quality of the wine is particularly colorless, clear and transparent, mellow and elegant, sweet and refreshing, all flavors are harmonious, and the tail is clean and long. It is also said to be clear but not light, strong but not drunk, and the advantages of clear fragrance and strong fragrance are integrated.
Spanning thousands of years, Xiyu Pavilion still stands in Fengxiang East Lake, and Xifeng Liquor has also transformed into a well-known modern liquor company.
For wine companies, historical heritage alone is not enough to achieve today's glory, and Xifeng Liquor can achieve today's achievements without the single-minded pursuit and progress.
In 2020, Xifeng Liquor officially established the development strategy of "high-end and national". In 2022, China's Red Xifeng "Fengxiang Feast Red China" will be upgraded and set sail again, and the whole country will be full of phoenix fragrance. The "Golden Network Project" has been steadily promoted, building a more refined and solid high-quality market network for Xifeng Liquor, and expanding the market influence of Xifeng brand. The "Tasting Project" is directly facing consumers, so that more people fall in love with Xifeng Liquor, and there are more and more friends and lovers of Xifeng Liquor.
In 2023, Red Xifeng 1978 was born, and the efforts of Xifeng Liquor have borne fruit, achieving a year-on-year increase of 102% in the sales of Red Xifeng series products and a 38% year-on-year increase in the sales of products above 100 yuan.
Xifeng wine doesn't stop there.
Zhou Yanhua, deputy general manager of Xifeng Co., Ltd. and general manager of the marketing management company, said in her 2023 marketing work summary and 2024 marketing work plan that in the "post-10 billion" era, Xifeng Liquor will focus on the "1246 Project" and further promote the marketing road of Xifeng in the "post-10 billion" era.
That is, 1 center - consumer-centric.
Two focuses - focus on the creation of core products, focus on the deep cultivation of the base market in the province and the creation of the model market outside the province.
4 transformations - promote the transformation of marketing model, promote the transformation of expense model investment, promote the transformation of market supervision and guarantee, and promote the innovation and transformation of brand promotion.
6 major battles - the deep cultivation of the provincial market, the battle of model cities outside the province, the breakthrough battle of red Xifeng series products, the layout of gold medal old green bottle series products, the breakthrough battle of online marketing, and the marketing layout of brand operation products.
With such determination, Xifeng wine will be able to soar like a phoenix for nine days.