article丨Li Xing
71-year-old Guizhou famous wine - Huaijiu , a classic return.
On September 29, Taiwan released new Huaijiu products, and the two new products, "Liujiu ∙ Classic" and "Liujiu ∙ Gold Award 1986 Commemoration", fired the first shot of Huaijiu's heavy return.
This is Huaijiu’s first appearance since it was acquired by Guotai in 2019. It has been recognized by distributor representatives from all over the country. Representatives of 8 distributors signed contracts with Guotai on the spot.
has accumulated strength to polish for 3 years. The old famous wine has returned to the world with a new look. It aims at the expansion opportunities of Volkswagen sauce wine and shoulders the heavy responsibility of the second growth curve of China-Taiwan.
The wind vent has arrived, and the revival of Huaijiu has set sail, just at the right time and in line with its momentum.
Fuxing old famous wine
Huai Liquor was founded in 1951 and is one of the first state-owned wineries in Guizhou. Based on the unique brewing environment of Maotai Town, Huaijiu started from the handicraft workshop on the Chishui River and gradually grew.
In the 1980s, Huaijiu increased its national market development, took quality as a breakthrough point, and hired Moutai Distillery brewing masters as technical consultants to guide the production, forming a typical style of Daqu sauce-flavored liquor. The product quality and brand reputation both rose, and were sold well in more than 20 provinces and cities across the country. During the period of
, Huaijiu has been honored continuously. Especially in 1986, Huaijiu won three consecutive awards in Guizhou Province, including the high-quality award and the second place in the sauce-flavored type in the Guizhou Provincial Commercial System Liquor Evaluation, the fourth famous wine gold award in Guizhou Province, and the fourth famous wine certificate in Guizhou Province.
In 1988, Huaijiu won three national gold medals including the Golden Gogh Award, the Excellent Products of the Ministry of Commerce.
In the memory of many people who love wine, Huaijiu has a very heavy weight.
"Only when the most honorable guests arrive, or during festivals, will their parents drink Huaijiu."
Zunyi , Zhou Shanrong, deputy secretary-general of Renhuai Wine Industry Association, recalled, "If Huaijiu appears on the table, it means that this banquet is very important."
Zunyi City and Renhuai Wine Industry Association, Zhou Shanrong, deputy secretary-general of Zunyi City and Renhuai Wine Industry Association,
As the years have changed, the halo of Huaijiu has gradually dimmed. After many twists and turns, the National Taiwan-based market has entered the market in 2019.
The core value of Huaijiu is "old". not only lies in the historical heritage of "old wineries", "old brands" and "old famous wines", but also in the "old wines" .
In Maotai Town, where production resources are becoming increasingly scarce, Huaijiu has 129 mu of land resources and stocks more than 5,000 tons of old wine, of which more than 200 tons of old wine for more than 30 years are rare assets.
is a combination of the value of the "Four Elders". Huaijiu has excellent quality genes and a broad mass base, and its brand rejuvenation momentum is strong.
The key trigger point falls on the product, which not only carries the genes of famous wines, but also constantly explores the advantages of brand history, culture, craftsmanship, etc.
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then named the product after "classic" and "year", which conceptually evokes consumers' memories and brand sentiment.
Looking for new additions
The return of Huaijiu is an important strategic supplement to the ten billion era after Taiwan.
In the past 20 years since its establishment, Guotai Liquor Industry, Guotai Winery, Guotai Huai Liquor and Guotai Maoyuan have built four production bases, including Guotai Liquor Industry, Guotai Winery, Guotai Huai Liquor and Guotai Maoyuan, with annual production of more than 10,000 tons of authentic Daqu sauce-flavored liquor.
Guotai focuses on the mid-to-high-end and above markets, and mainly sells four products: Guotai sauce liquor, Guotai national standard, Guotai 15th year, Guotai Long Liquor .
In 2021, the tax-inclusive sales of China Taiwan rose by over 10 billion yuan, and its brand value exceeded 100 billion yuan. In last year's "Hualun Cup" evaluation, China Taiwan's brand value ranked tenth among Chinese liquor with 100.255 billion yuan, establishing the industry status of "the great country's sauce fragrance and the leading Guotai".
is based on a new high point. Guotai Liquor Industry proposed to re-engineer 10 billion yuan, transform from high speed to high quality, and create a "new famous Chinese wine". How to find increments in the post-10 billion era?
From the perspective of the overall environment, after a 10-year golden period of volume and price increase, the liquor industry is in a period of structural adjustment. The consumption of sauce-flavored wine categories has returned to rationality, and the sauce-flavored wine market is entering the midfield. We are facing two major opportunities:
First, we are concentrated in core production areas, large-scale enterprises, and leading brands, which is beneficial to new famous wines such as Taiwan.
The second is the expansion of the mass value sauce wine market. As the high-end and sub-high-end tracks gradually become crowded, the mainstream price of sauce-flavored liquor has dropped, and the consumer base of high-quality sauce-flavored liquor at a price of 200-500 yuan has continued to expand. Zhang Chunxin, general manager of
, Guotai Wine Industry Group, pointed out that although there are some new changes in the industry at present, Guotai will continue to stick to its strategic determination to the industry and its strategic determination to the sauce-flavored category.
Guotai Liquor Industry Group General Manager Zhang Chunxin
Guotai lets partners " drink good wine, make more money, have dignity, and inherit " have not changed at all, and the goal of building a community of interests, values, and community of shared future for manufacturers and consumers has not changed at all.
Zhang Chunxin said that the launch of new Huaijiu products is not an ordinary marketing behavior.
"As an old brand with a history of more than 70 years, the board of directors is very cautious in how to do it well."
Guotai follows the industry laws and development trends of the revival of old famous wines, and promotes the further implementation of the strategic layout of " brand wine to become stronger, cultural and creative wine to become higher, and series wine to become bigger" in China, and meets the consumption and market demands of more people to enjoy good sauce wine. After repeated research, it has made up its mind.
"This time to launch the new Huaijiu product is a strategic choice that is right at the right time," said Zhang Chunxin.
attacks Volkswagen sauce wine
From the product positioning point of view, the two new products of Huaijiu are entering the popular sauce wine track, with prices ranging from 200-500 yuan, with high cost performance, and are aimed at well-off families and middle classes, focusing on the scenes of friends gathering and business banquets respectively.
The sauce wine at the same price in the market has solid craftsmanship and quality, and the price is generally higher than the value.
Secretary-General of China Wine Distribution Association Qin Shuyao pointed out that the two new products launched by Huaijiu are a signal of expanding consumption for high-quality sauce wine, and are closer to the actual needs of consumers, and will expand and stimulate consumption of sauce wine.
Chief Qin Shuyao, Secretary-General of China Wine Distribution Association,
Take Guangzhou as an example.
Peng Hong, president of the Guangdong Wine Industry Association, said that Huai Liquor has accurately grasped the three opportunities in the Guangdong market.
Peng Hong, President of Guangdong Liquor Industry Association,
First, 300-500 yuan Price "Mass sauce flavor" with is rising rapidly in Guangdong, and Huaijiu just seizes this opportunity;
Second, in the whole of Guangdong, in addition to Moutai, Guotai is the largest-selling sauce liquor brand . With the help of the consumption influence of Taiwan in Guangdong, Huaijiu has a good opportunity to stand out;
Third, consumers will definitely find cultural and historical wines to consume at a price of 300-500, and Huaijiu happens to have this gene.
Therefore, Huaijiu has great room for growth in the future, broad prospects and great potential.
For Guotai, after Huaijiu restarts, it will supplement Guotai's product matrix in mid-to-high-end and below markets, seize the dividends of the sauce-flavored liquor market, and enter a new round of performance growth cycle.
new model empowers
In the strategic layout of Taiwan's "brand wine is stronger, cultural and creative wine is higher, and series wine is bigger", Huaijiu is positioned as a series of wines, forming one of the cores of the tower base product system, and the goal is to make the scale bigger.
Even if the brand of Guotai endorses , it is not easy for a brand that has been silent for many years to be accepted by the market again. This urgently requires internal system activation and efforts in channels and marketing.
Guotaiwan has a source of investment in Huaijiu. In addition to brand endorsement and technical support, innovative business models empower it to restart.
According to reports, Huaijiu plans to adopt the model of "manufacturer integration, platform control, full-chain digital, and precise profit sharing", that is, to invite industry big merchants and high-sellers to establish platform companies to jointly operate the market accurately.
marketing channels are the foundation for the establishment of the marketing channel. For a long time, Guotai insists on "combining and sharing" with dealers, adhering to the concept of "let dealers make money, Guotai can develop" and "to be a partner today and a member of shareholder tomorrow", actively shares development dividends with dealers and build a community of interests for manufacturers and consumers.
At the beginning of the construction of Guotai Winery in 2011, more than 30 distributors became shareholders; in 2017, more than 100 distributors joined the shareholders' team in the Guotai Wine Industry's equity incentive distributor project; in 2019, more than 30 distributors also entered the shareholders' camp.
In the process of Taiwan's move towards a new level of 10 billion, these dealers have become pioneers in market development and achieved win-win results between both parties.
Executive Deputy General Manager of Guotai Sales Company, Tang Xu, said that Huaijiu has the advantages of "four old", "four new", "four haves" and "four strengths" as its own endowment advantages.
Tang Xu, executive deputy general manager of Guotai Sales Company,
The "four elders" mainly refer to the four characteristics of Huaijiu from the perspective of genes and historical values: old wineries, old brands, old famous wines, and old wines.
"Four New" is based on the future value of empowerment. Huaijiu has four advantages in terms of new positioning, new products, new models, and new business opportunities.
"Four-haves" means that from the perspective of the co-creation value of cooperation, Huaijiu will select the best among the best, strictly screen partners when it comes to attracting investment, and select distributors with "willful, strong, channels, and team" to develop together.
"Four Forces" are based on the shared value of support. Guotai will give comprehensive support to cooperative dealers from four aspects: brand power, marketing power, operation power and development power, and achieve the goal of manufacturers working together and creating win-win results.
The unique advantages of Huaijiu, composed of "four old", "four new", "four haves" and "four forces", will bring new opportunities for dealers to layout the sauce-flavored liquor market.
Huaijiu’s model innovation is a useful exploration in keeping pace with the times and in the commercial field.
At the press conference, 8 dealers from Hainan, Suzhou , Shandong and other places signed contracts with Guotai. The first order amount ranged from 10 million to 20 million, and the total amount reached 105 million , which also reflects the industry's optimistic about Huaijiu's future.
The old tree has sprouts, and the wine is restarted. It has good internal strength, sufficient momentum and great potential. If we can ride the east wind to release brand value, we will have a great chance to reappear, reshape the popular sauce-flavored wine pattern, and win the market voice.
is based on the combination of "old famous wine + new famous wine". The high-quality development of in the post-10 billion era of Taiwan has also given stronger support.
