Speaking of Wuliangye , the first thing that comes to mind is definitely the "strong fragrance number one". But do you know that Wuliangye is the originator of the "Official Brand Wine" gameplay. Nowadays, various OEM wines are rampant on the market, most of which are learned from Wuliangye.
Whenever you talk about "official label wine", everyone's first reaction is "short quality, blending". Indeed, most of the OEMs of are generally titled "famous wine", and they wantonly produce inferior products to deceive consumers into , which is really hateful.
But this is not absolute, there are disadvantages and advantages. For example, although the following two wines are both Wuliangye OEM wines, one is loved by wine lovers, and now the market value has exceeded 10 billion yuan, while the other is ordered to stop production due to the quality of the product.
First of all, we need to know that there are two modes of OEM wine, one is called "buy out and underwriting", and the other is called "laid eggs through a backdoor".
Buyout Underwriting
This method refers to the brand providing complete trademark usage rights, including design, production and pricing, which are packaged and sold to the winery, and the full right is handed over to the winery. This method has a great say in the winery. Xifeng Liquor is a representative of this method of OEM wine, which is also the reason why it became popular all over the country back then.
Backload eggs with a backdoor
This method refers to the brand not directly producing products, but will provide design, production technology and pricing standards to other factories to produce products, but the core technology is still in the hands of the brand itself.
Our protagonist today - Jin Liufu , started out in this way of OEM.
At the end of the last century, Wuliangye was still at its peak now. In order to expand its territory, it cooperated with some wineries to launch OEM wines, and Jin Liufu was the first batch of these OEM wines. However, Jin Liufu's OEM wines were very successful. As soon as it was launched, it ignited the liquor market and won the sales championship in the same series of products for six consecutive years.
However, this is also related to its sales model. Although it is the Wuliangye series of wines, Jin Liufu is not too ambitious, but focuses on third- and fourth-tier cities and rural markets. Wuliangye's quality and low price alone capture the hearts of such consumers, so its sales have always remained high.
However, "Official Brand Wine" is like the shadow of a big brand. No matter how well it is done, it is just a "shadow". Sooner or later it will be eliminated by other brands. Jin Liufu also realized this problem early, so in 2005 it acquired the original brewing base of Wenjun Liquor and began to produce its own independent products. Over time, only a small part of Jin Liufu's products were former "old teammates": Wuliangye series wine, while most of the rest were completely produced independently by themselves, and many series have also been produced: high-end series, wedding banquet series, etc.
Because he is dissatisfied with the status quo, Jin Liufu has never stopped moving forward for many years and has been constantly surpassing himself. Finally, in 2013, Jin Liufu's brand value exceeded 15.2 billion yuan. Now, it has long since gotten rid of its "off-label wine" and has even become the target of others' OEM, which is also the best demonstration of "reversing the will of heaven and changing fate"!
However, then again, the reason why Jin Liufu was able to "fly on the branch and become a phoenix" is not only because it seized the opportunity of the times and became Wuliangye's "official brand wine". Because if there is no excellent quality, no matter how good the brand is, consumers will not pay. So in the end, quality is more than anything else.
Looking at the development history of Jin Liufu, it can be regarded as a legend of the small winery in against the will of heaven. When 's sales were booming, it did not choose to "lie down" but turned around and devoted itself to studying the quality of the wine, and finally achieved success.
In the liquor industry, there are many examples like Jin Liufu.
Ancient Road Jianghu 2900
is a 52-degree strong fragrance liquor. It is produced in Qionglai, Sichuan. The number in the name is the real number of days of the liquor storage, and the time is quite long.
The local environment is pleasant and the climate is warm, which is suitable for the cultivation of a variety of crops. Moreover, the winery is located in the golden area of winemaking and has excellent brewing conditions.
liquor uses five kinds of grains such as wheat, glutinous rice, sorghum , and selects clear and sweet spring water as the water source for brewing. It is accompanied by the traditional solid fermentation method and long-term cellaring, which creates the soft and delicate taste of the liquor.
Based on more than 30 years of experience in brewing base wine, the winery has continuously researched and innovated in the production process, combined with modern craftsmanship, which has reduced the substances of hangover in white wine, so you don’t have to worry about drinking with friends on weekends.
It is precisely because the winery has long provided the strong strength of base wine for first- and second-tier famous wines that this first-promoted brand wine also breaks the design of traditional liquor and presents the concept of "data wine" to the public, and its quality can stand the test.
Water white wine is rich and mellow in your mouth, and the empty cup will leave a fragrance. The packaging is also very attentive, the style is simple and atmospheric, the design is easy to drink and store, simple and environmentally friendly.
For current liquor, it is difficult to have a way out without marketing. For Lao Bai’s old liquor brand, insisting that quality is the bottom line of brewing. How to open up market sales through various channels and gain consumer recognition is the goal.
