has acquired Guizhou Liquor as its subsidiary since 2019. After three years of integration, Guotai finally launched the strategy of liquor revival, launching two new products, "Liquor Classic" and "Liquor Gold Award 1986", which means that Guotai's comprehensive transformation and upgrading of liquor has come to an end. As an old famous liquor in Guizhou, with the support of Guotai, Liquor has finally ushered in the old trees and entered the process of nationalization.
At this point, Guotai has officially launched the dual-brand model of "Guotai + Liquor". The combination of "New Famous Liquor + Old Famous Liquor" has also given Guotai a new highlight in the post-10 billion era.
接口 ushered in the moment of revival
two new products will be launched for sale
Guizhou接口, as the first batch of state-owned wineries in Guizhou, has a 71-year development history and many honors and awards. As an old famous wine in Guizhou, 接口 welcomes two owners. First, after marrying HNA for seven years, after hiking with HNA, in May 2019, Guotai Liquor Industry incorporated HNA Liquor into its subsidiary and established Guizhou Guotai Huai Liquor Industry Co., Ltd.
According to the information disclosed by Guotai, Wujiu is one of the four production bases of Guotai, covering an area of 129 acres, with more than 65,000 tons of base wine and more than 200 tons of old wine from the 1990s. According to the previous design, the maximum annual production capacity is 1,200 tons. After three-dimensional layout and innovative design, the production capacity is planned to be increased to 5,000 tons, and it is planned to be completed and put into production by the end of 2023.
As we all know, liquor is a friend of time, especially sauce-flavored liquor . It needs to be stored for a long enough time to reflect the mellowness and beauty of the sauce-flavor. Guizhou Liquor has a value system of "old wineries, old brands, old famous wines, old base wines" and "four olds" and is undoubtedly an excellent target company in the wine industry.
In the view of industry insiders, the current liquor industry has entered a new round of adjustment. Although the popularity of the sauce liquor category is decreasing, there are still great development opportunities for famous liquor companies.
In terms of marketing, the innovation of Lijiu's model is also very eye-catching. According to insiders, among the marketing companies of Huaiqingjiu, the China Taiwan Sales Company holds a smaller stake, and thirty shareholders from all over the country will occupy a larger stake, and the shares of shareholders will be determined by their order amount.
The person said that "co-creation and sharing" has always been the original intention of innovation in the marketing model of Taiwan. Since the beginning of the construction of Guotai Winery in 2011, Guotai has included more than 30 distributors as shareholders; in 2017, Guotai Wine Industry's equity incentive distributor project, more than 100 distributors have become shareholders. The old famous liquor "Yue" wine brand is newly launched, and the marketing model will be further innovated to form a new model of "manufacturer integration, platform-based control, full-chain digital and intelligent, and precise profit sharing".
liquor marketing expert Xiao Zhuqing said that 杨版版 and Maotai share the core brewing area and resource elements. After being acquired by Guotai, 杨版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版版With the support of the sales channels of China-Taiwan across the country, Lijiu will usher in a new spring of development.
According to the relevant person in charge of Taiwan, the two products proposed this time, "Liujiu ∙ Classic" and "Liujiu ∙ Gold Award 1986" are retro, with the purpose of telling good historical stories, using classics to evoke consumer memories, and fully inspire consumers' brand sentiment towards Liujiu.
In the view of liquor industry analyst and general manager of Zhiqu Consulting Cai Xuefei , the launch of Guotai’s liquor is part of the old brand revival strategy. As a famous liquor in China’s earliest production area, Wutai has a certain quality assurance and historical and cultural heritage. At this time, efforts can help 10 billion Guotai and achieve high-quality growth of enterprises.
Dual Brand Strategy
Aided the high-quality development of Guotai
As we all know, Guotai Liquor Industry is the second largest brewing company in the government awarded by the Tianshili Health Industry Investment Group after more than 20 years of careful construction. It has four production bases: Guotai Wine Industry, Guotai Winery, Guotai Liquor and Guotai Maoyuan, and produces over 10,000 tons of authentic Daqu sauce-flavored liquor annually.
In 2021, Guotai Liquor Industry's tax-inclusive sales exceeded 10 billion yuan, its brand value exceeded 100 billion yuan, its production exceeded 100,000 tons, and its inventory of base wine exceeded 50,000 tons. It entered the camp of China's wine industry's 10 billion wine companies, consolidating the brand and industry status of "the great country's sauce fragrance·Guotai's leading".
In 2022, Taiwan proposed strategic measures to "re-making 10 billion yuan" and "create China's new famous wine". According to the corporate vision given by Guotai, the company strives to establish a connotation system for China's new famous wines in 10 years, and continue to strive for another 20 years to enter the forest of famous wines in China.
Looking at the entire liquor market, against the backdrop of the overall slowdown in the industry's growth rate, the industry's Matthew effect is becoming more and more obvious. This can be seen from the performance of A-share 20 listed liquor companies in the first half of the year.
According to Oriental Fortune Choice data statistics, although 17 of the 20 listed liquor companies in A-shares achieved double growth in revenue and net profit, only 3 liquor companies had net profits declined. However, an indisputable fact is that strong regional famous liquors are developing towards pan-national liquor companies, occupying the sub-high-end and high-end consumer markets, while weak liquor companies are squeezed by first-tier famous liquors and strong liquor companies in the competition for stock, and the living environment further deteriorates.
In such a historical environment, in order to achieve better development, wine companies will also compete in the comprehensive strength of the company in addition to quality brands. While consolidating its channel strength, Guotai Liquor Industry launched new liquor products to be launched. What impact will this have on Guotai in the post-10 billion era?
In this regard, Cai Xuefei said that Guotai has consolidated its market competitive advantages and channel advantages in multiple price bands . At the same time, it is necessary to launch multiple price band products to complement each other, thereby stabilizing channel profits and promoting the high-quality development of Guotai.
. According to the reporter, the new wine products launched by Taiwan this time include "Wine Classic" (recommended retail price 398 yuan) and "Wine Gold Award 1986 Commemorative" (recommended retail price 498 yuan), priced at the mid-to-high-end price range of 200 yuan to 500 yuan, focusing on the mid-to-high-end market. With the completion of the multi-price belt product series of Guotai, can be the second growth pole of Guotai? The outside world is also concerned.
In response to this, Cai Xuefei said that the most realistic consideration for Guotai’s efforts to sift wine at this time is to supplement product prices outside the Guotai brand, which will have a direct driving effect on Guotai’s post-10 billion era. At the same time, sift wine itself has a certain value for famous wines in the production area. Under the competitive elements with culture as the production area as the core, Guotai’s restart of sift wine will have a direct help to enhance the competitiveness of the entire Guotai.
In Cai Xuefei's view, although the growth rate of the entire Chinese wine industry is slowing down, objectively speaking, quality consumption is still developing, and regional characteristic brands and wine companies represented by famous wine brands and famous wines in production areas are actually still maintaining a good growth rate. Especially wine companies like Guotai, which have production areas, strength, technology, and brands endorsed by , have relatively optimistic future development prospects.
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