As the new generation and middle-class consumer groups gradually become the mainstream of liquor consumption, Zhanggong Wine Industry needs to innovate marketing while improving quality and building a brand. Whoever can grasp the new consumer entities is success.

"Huaxia Wine News" reporter Chen Zhenxiang

As the new generation and middle-class consumer groups gradually become the mainstream of liquor consumption, Zhanggongjiu Industry needs to innovate marketing while improving quality and building a brand. Whoever can seize the new consumer entity is success. Zhanggong Wine Industry has been running on the road of innovation... · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · Shangqiu is also a famous "dimp" in Henan. There are many wineries here, almost every county has wineries, and most counties have more than one, so it is normal for three or five. It is still 30 kilometers away from Ningling County, Shangqiu, Henan, and the brand promotion of "Zhang Gong" is caught in your eyes.

htmlOn September 27, the Huaxia Wine News Integrated Media Interview Team came to Ningling County, Shangqiu City, Henan Province, and walked into Henan Zhanggong Wine Co., Ltd., and just entered the "main town" of Henan East Liquor Zhanggong Town . The advertising door of Zhanggong wine came to your face. Through the big and small stores, it seemed that you could smell the fragrance of Zhanggong's wine.

In the Zhanggong saddle-shaped winemaking workshop with the title of "Asia's largest", Guo Shengli, deputy general manager of Henan Zhanggong Wine Industry Co., Ltd., told the Huaxia Wine News Media Interview Team about the new changes brought about by Zhanggong Wine Industry's marketing changes, quality improvement and market focus under the leadership of Henan wine revitalization.

New "innovation" of the originator of low-level

When the reporter of the interview team saw Zhanggong Wine Industry's office building, he casually read the slogan "East, West, North and Middle, good wine is in Zhanggong". Since 1994, the famous crosstalk master Ma Ji held a bottle of Zhanggongjiu in one hand and gave a thumbs up in the other hand, and used humorous language to issue "East, West, South, North and Middle, Good Wine is in the Bow!", the advertising slogan "East, South, North and Middle, Good Wine is in the Bow" has become familiar to consumers. Until now, this advertising slogan has remained popular.

Shangqiu has a long history. Baidu Encyclopedia shows that Shangqiu is a national historical and cultural city and one of the birthplaces of Chinese civilization. It is the origin and settlement of the Shang tribe, the earliest capital of the Shang Dynasty, the birthplace of merchant commodity commerce, and the birthplace of the Shang civilization. It has the reputation of "the source of the Shang Dynasty". The people of Shangqiu are bold and good at drinking, and their consumption per year is no problem.

html More than 120 years ago, the proportion of Henan wine was in the national liquor production area ranking, both in terms of production and sales and consumption. At that time, the "Zhang Baolin" (Zhang Gong, Baofeng, Linhe) brand was really resounding throughout the country. At that time, drinking Henan wine was a fashion, and even more pride and pride.

Horse season "East, west, south, north and middle, good wine is in Zhanggong" has pioneered the domestic white wine TV advertising. In addition, Zhang Gong was popular all over the country and was the pioneer of low-alcohol liquor. In 1973, Guo Zongwu, who was formerly a staff officer of a certain unit of the People's Liberation Army and currently the deputy director of Zhang Gong winery, accepted the task of trial production of low-alcohol liquor. After receiving the order, Guo Zongwu lived and ate and lived in a winery, and his living room was an office and a laboratory. The simple test equipment included several baskets and some ropes, bottles, and thermometers. With a strong and firm belief, after more than two years and hundreds of tests, Guo Zongwu found the most suitable freezing temperature and optimal wine quality, creating a new process for low-alcohol wine brewing. The successful brewing of 38-degree Zhanggong wine fills a gap in my country's liquor production and points out the development direction of my country's liquor production.

984, People's Daily wrote an article, "The low-grade qu wine 'Zhanggong wine' developed by Zhanggong winery in Ningling County, Henan Province is very popular among consumers at home and abroad. The low-grade 'Zhanggong winery' developed by Zhanggong winery is not simply adding water to dilute the reduction, but to address the two key issues of floc precipitates in the wine during the reduction and the light taste of the wine after the reduction, it has explored a new process to reduce the wine degree, reducing the qu wine of more than 60 degrees to 38 degrees, which is not turbid, does not change color, and the aftertaste is mellow and sweet, not violent or fierce, and the content of harmful substances to the human body is greatly reduced. Now, this factory exports about 100 tons every year, and can exchange for foreign exchange of nearly 200,000 US dollars."

38-degree Zhanggongjiu established Zhanggongjiu's industry status as the originator of low-alcohol liquor in China. In 1997, Zhanggongjiu's sales revenue was nearly 1 billion yuan, ranking among the top five in the country, with tax revenue exceeding 180 million yuan, accounting for more than 80% of the local fiscal revenue.

Zhanggong is not only a developer of low-alcohol liquor, but also a promoter of low-alcohol liquor. Guo Shengli told the reporter of "Huaxia Wine News" that since the advent of low-alcohol liquor, Zhanggong has always regarded 38 degrees as the strategic core product, and the sales market has gone from the initial Ningling , Shangqiu, Henan, to the peak period of Shandong, Hebei, Hubei, Hunan, East three provinces , Zhejiang, Jiangsu, Shanghai, Fujian, Jiangxi, Sichuan, and Beijing In other provinces and cities.

low-grade is an innovation. In the development of Zhanggong Wine Industry for more than 70 years, it has experienced thousands of technological innovations. Innovation has always been the driving force for enterprise development. Zhanggong Wine is the crystallization of technological innovation this year.

In the view of Guo Guangkuo, the inheritor of Zhanggong Wine Industry's low-grade wine, the quality of litre wine is extremely high and is praised by the ancients as the nectar of the world. Because it is extremely precious, it can only be used to sacrifice to the sky or drink it by the emperor. Zhanggong Wine Industry is another masterpiece dedicated to consumers after Zhanggong Wine Industry. Zhanggong Wine Industry has an extraordinary wine with a fermentation period of up to 360 days and is achieved with extraordinary skills. Zhanggong Wine Manfa The spirit of craftsmanship that strives for excellence has been promoted. From making koji, mixing, steaming, entering the pond, fermenting, distilling, picking wine to storage, crafting Zhanggong Liquor through 268 production and operation processes.

Guo Guangkuo said that innovation has brought new changes. Now Zhanggong Liquor has become the value guarantee of mid-to-high-end products. It is the stabilizer of Zhanggong Liquor brand and quality. The monthly order volume is increasing, and consumers' feedback is getting better and better.

Zhanggong Liquor's "e-commerce" revolution

Shangqiu City is located in the eastern part of Henan Province, with a total population of 10.09 million. It is known as the "Gateway of Eastern Henan". It has been a military strategist and merchants in history. Land. It meets Shandong, Jiangsu and Anhui provinces and is an important commodity distribution center in Henan. From the perspective of production areas, the liquor in Shangqiu City is mainly distributed in the four major wine industry clusters of Ningling, Yongcheng , Suixian , and Shangqiu, and has basically formed the development pattern of four liquor production areas.

On April 17 this year, the Henan Shangqiu Municipal Bureau of Industry and Information Technology issued an announcement on the public solicitation of opinions on the "Implementation Plan for the Revitalization of Shangqiu Liquor Industry (Draft for Comments)". According to the plan, the scale of the liquor industry in Shangqiu City will further grow. We strive to achieve the income of Huanggou Liquor Industry by 2025, the main business revenue of Huanggou Liquor Industry will exceed 1 billion yuan, the main business revenue of Zhanggong Wine Industry, Linhe Wine Industry, and Tianming Minquan Wine will exceed 500 million yuan, and the scale of Shangqiu Liquor Industry will exceed 3 billion yuan.

The "Plan" clearly states that we should actively cultivate leading enterprises such as Huanggou Wine, Zhanggong Wine, Tianming Minquan Wine, and other leading enterprises in Sui County Sui Wine, Zhecheng County Shangliang Wine, Xiayi County Hanliang Wang Wine, and strengthen brands such as "Zhanggong", "Huanggou", and "Linhe".

Pang Xiangyang, deputy secretary of the Shangqiu Municipal Party Committee and mayor, once said that Shangqiu Liquor should build a brand, expand its scale, improve its quality, protect entrepreneurial enthusiasm, and rebuild new glory of Shangqiu Liquor Industry. The Shangqiu Municipal Party Committee and Municipal Government will make every effort to create a high-quality and efficient service environment, effectively stimulate and improve entrepreneurs' enthusiasm and initiative in innovation and entrepreneurship, and help solve the difficulties and problems encountered by enterprises in the production and operation process in a timely manner, and ensure that Shangqiu wine industry achieves comprehensive revitalization.

"Innovation" is Zhang Gongren's excellent "tradition". In addition to the pioneer of 38 degrees, Zhang Gong was the first patented technology in the country to use disposable anti-counterfeiting packaging. Under the leadership of Zhang Gong, it set off a wave of anti-counterfeiting packaging in China. In 2006, Zhanggong Wine Industry Company took the lead in implementing the electronic supervision code in the liquor industry, so that liquor products truly have electronic ID cards and amulets.

Zhanggong Wine Industry has started to lay out e-commerce platforms as early as 2017 while consolidating its traditional marketing channels. In 2017, Zhanggongjiu e-commerce operation center was established in Zhengzhou to carry out related businesses, and successively entered well-known platforms such as Tmall , JD , Pinduoduo, Taobao, Douyin , Kuaishou, and public account mall.It has a professional e-commerce team, consisting of four major departments: Operations Department, Design Department, Customer Service Department, Logistics Department . The four departments clearly define division of labor, work closely together, and are responsible for business management.

Zhanggong Wine Industry Office Director Yang Deshan introduced that since the establishment of e-commerce, sales of millions of yuan have increased every year. In 2019 and 2020, the "mid-year promotion", "Double Eleven" and "year-end promotion" large-scale e-commerce activities have created a single-day transaction volume of more than 2 million yuan. Nowadays, on platforms such as Pinduoduo, the Zhanggong wine bottle series is at the forefront of the wine industry and has become a platform for Zhang Gong to showcase his brand strength to the Internet.

Zhanggongjiu Marketing Department staff said that Zhanggongjiu has flagship stores or self-operated stores on Tmall, Suning and JD.com. More than 20 products have been promoting well, and sales have been rising since the Spring Festival in 2020. The performance share of e-commerce platforms is increasing year by year, and their share in the entire marketing is getting bigger and bigger.

Dare to be the first to eat crabs

"Dare to try and dare to be the first to eat crabs."

On March 24 this year, "Zhang Gongjiu" China's first physical liquor digital collection NFT was issued nationwide. It is also the first NFT of Zhang Gongjiu, known as the time-honored brand in China, with huge collection value and value-added value. The total number is 5,000, the unit price is 599 yuan, and all sold out in 48 hours.

This is Zhanggong Wine Industry's attempt to new things and an exploration of new marketing changes. At the public offering ceremony, Meng Yan, chairman of Zhang Gongjiu, said that the NFT digital collections issued by Zhang Gongjiu this time reflect the attribute of youthfulness in terms of the blind box gameplay and the richness of rights. This move is a bold exploration and breakthrough made by traditional wine industry in the metaverse and digital economy fields, and will also become the leader of large and medium-sized private enterprises in the country to achieve leapfrog innovation with the help of blockchain technology .

Meng Yan believes that the biggest highlight of the NFT issued by Zhanggong Wine Industry is the company's best high-end liquors for endorsement. This move is the first to be in the liquor industry in China or in the field of the NFT metaverse. Zhang Gongjiu’s issuance of NFTs in physical liquor digital collections is not only the result of learning and practice of classic cases at home and abroad, but also an attempt to integrate blockchain into domestic brand liquor companies to achieve new development, and it is also an exploration to find new impetus for national economic development under the epidemic.

The person in charge of the digitalization project of Henan Zhanggong Wine Industry Co., Ltd. said that the products of this project are all high-end collection-grade physical liquors, and the total amount belongs to the largest NFT project in China, and the unit price of 599 yuan also enters the top three in the domestic NFT issuance unit price. This release activity has received enthusiastic support from the majority of young users born in the 2000s and 2005s. After purchasing NFT, most users have entered multiple subgroups of the "Zhang Gongjiu "Rise of Heroes" official group". They have had a very high evaluation of Zhang Gongjiu's event in the group. Many users have also posted their orders, many of which are large-scale orders, which can be seen as the popularity.

At 30, 2022, Zhanggong Wine Industry once again launched NFT (non-fungible tokens) in its Tmall Zhanggong Wine flagship store. It was limited to 5,000 copies, priced at 619 yuan per unit, and sold out in just 7.5 hours after it was launched.

Guo Shengli told reporters that without innovation, there is no motivation for development. As the new generation and middle-class consumer groups gradually become the mainstream of liquor consumption, Zhanggong Wine Industry is improving quality and creating products; while the brand also needs to innovate marketing, whoever can grasp the new consumer entities is success. Zhanggong Wine Industry has been running on the road to innovation.