text/Cheng Xinghuan
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Three-year polishing and famous sword unscaling
Guizhou Huai Distillery was founded in 1951 and was established in the same year as Moutai Distillery . It is also the first batch of state-owned wineries in Guizhou. It has outstanding sauce flavor, elegant and delicate, mellow and plump body, and comfortable and sweet entrance. It has the typical style of Daqu sauce-flavored liquor. It is also an old famous wine in the core production area of Maotai Town . In 2019, Guotai acquired Huai Liquor and established Guizhou Guotai Huai Liquor Co., Ltd., ready to go. After three years of careful polishing, the road to rejuvenation has been launched and new vitality has been injected into the connotation system of China's new famous wines.
This time, two new products were launched. The team led by Master Huaijiu Xu Qiang , and Master Wanyu personally conducted nearly a year of creation in the packaging. "Jingjiu∙Classic" is integrated into the ancient famous painting " Thousand Miles of Rivers and Mountains ". The pictures are undulating, the rivers are vast and the weather is vast, and the atmosphere is magnificent. It fully shows the taste of the old brand and the classic sauce flavor; "Jingjiu∙Golden Award 1986 Commemoration" is vivid and vivid ink and wash, and cleverly integrates the brewing craftsmanship into it. It has a very traditional Chinese style. It is also remembered that Huaijiu won the Golden Earning Award in Guizhou Province in 1986, which is enough to make consumers "taste Huaijiu and miss it for a long time." There are deeper considerations for the new Huaijiu product to be launched. "It's not ordinary marketing, but the strategic behavior of the group." Zhang Chunxin, general manager of Guotai Liquor Group, said at the Guangzhou listing press conference that 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. On the one hand, it is following the industry laws and development trends of the revival of old famous wines, and on the other hand, it is promoting the further implementation of the strategic layout of "brand wine is strengthened, cultural and creative wine is high, and series wine is bigger" to meet the consumption and market demand of more people to enjoy good sauce wine.
Focus on the return of consumption value
In the view of industry insiders, Huaijiu's entry into South China this time also represents the direction of consumption trends. "In 2022, the development of sauce-flavored liquor in Guangdong has undergone new changes and new opportunities. First, the stratification of sauce-flavored liquor brands will gradually form, the market share will gradually concentrate on the top brands, and the top brands of sauce-flavored liquor will usher in more development opportunities. Second, the sauce-flavored liquor market is gradually returning to rationality, and an opportunity for expansion of 'mass sauce-flavored liquor' is emerging, especially at the price of from 300 to 500 yuan to ." Peng Hong, president of the Guangdong Liquor Industry Association, analyzed that Guotai launched the Huai Liquor brand this time, accurately grasping the development trend of sauce-flavored liquor, and positioned at the "value sauce-flavored liquor" and "mass sauce-flavored", a very cost-effective sauce-flavored liquor brand. As Volkswagen sauce fragrance is becoming the most promising segment for category expansion, Huaijiu has great room for growth in this price zone in the future, with broad prospects and great potential.
In addition, in terms of consumer positioning, Huaijiu’s “four old” value system, namely old wineries, old brands, old famous wines, and old base wines, have also resonated with the new generation of liquor consumption. Middle-class families not only hope to taste high-quality products with historical precipitation and brand inheritance, but also hope to drink in more consumption scenarios such as banquets, parties and individuals. "Consumption is the foundation for the vitality and healthy development of the sauce-flavored liquor market. Sauce-flavored liquor must take 'consumption' as the primary driving force and basic strategy, focus on expanding the consumer group, stimulating consumption demand, enhancing consumption vitality, and achieving a healthier, more scientific and more sustainable industrial development model." Qin Shuyao, Secretary-General of the China Wine Distribution Association, said.
The value of liquor is positively correlated with time. "Old trees have new branches" has become a new track. The growth point of sauce wine is also increasing its concentration in core production areas, large-scale enterprises, and leading brands. Huaijiu, which once had the reputation of "Two Moutai on the Chishui River", has ushered in new historical opportunities. In the near future, let's see a new world that old famous liquors have made.
Source | Yangcheng Evening News·Yangchengpai
Editor | Chen Wanyun
