From the mid-1980s to the mid-1990s, this jingle of "Smell the fragrance, drink sweetness, only a few cents per pound" was known to almost everyone in Jurong City. However, most young people today don’t know that it refers to the liquor produced by the original Jurong Winery. Lat

"Smell the fragrance, drink sweetness, only a few cents per pound" was a jingle that almost everyone in Jurong City knew from the mid-1980s to the mid-1990s. However, most young people today don’t know that it refers to the liquor produced by the original Jurong Winery. Later, the trademark "Rong" was registered, and it is commonly known as Rongjiu.

Speaking of wine, I have more or less say. In October 1984, I was recruited to work in a supply and marketing cooperative in the important town of Nanxiang, Jurong. My first stop was as a custodian in the warehouse of the wholesale department of sugar, tobacco and alcohol. At that time, a single batch of Jurong liquor required one person to be responsible for it, because hundreds of grocery stores in this town and neighboring villages came here to purchase goods. Under normal circumstances, each household would buy 50 kilograms of bulk liquor at a time, and it would be sold out in about ten days.

At that time, the Sugar, Tobacco and Liquor Wholesale Department not only sold bulk Jurong liquor, but was also authorized to bottle Jurong liquor for sale, and the sales volume was also very large.

Jurong liquor is not expensive whether in bulk or in bottles. "Smell the fragrance, drink it sweet, only a few cents per pound" refers to bulk liquor; the price of bottled liquor is only about one yuan. Although the living standard of that era was not high, every household could afford it. People in Jurong who like to drink usually drink Jurong Baijiu in bulk. When guests come, they drink bottled Jurong Baijiu. Jurong liquor is not only low in price but also of good quality, so you won’t lose any points when entertaining guests. When Jurong liquor becomes a "necessity" for every family in Jurong, it is inevitable to usher in the glory of development.

In 1990, Jurong Winery registered the "Rong" trademark, created the "Rongjiu" brand, and began to cooperate with Shuanggou Wine and Tanggou Wine ht in northern Jiangsu. ml2, Gaogou Liquor and Yanghe Liquor (three ditches and one river) compete with each other; in 1995, the winery (called Donghua Liquor after the joint venture) was awarded the "Top Ten Provincial Economically Profitable Industrial Enterprises" by the Provincial Department of Commerce, ranking first in the province, becoming the leader in liquor in southern Jiangsu and even Jiangnan, reaching its peak state.

As for the bankruptcy of the winery and the outflow of the Rongjiu trademark, there are complicated historical reasons. I don’t want to discuss it here. What I want to say is that after 8 years of being sold to other places, the Rongjiu trademark returned to Jurong in 2012. The new name of the Rongjiu trademark The owner was originally full of confidence in creating another glory for Rongjiu, and the people of Jurong were also full of expectations for Rongjiu to "come home". However, the time has arrived in 2020, another eight years have passed, and this "glory" has not yet appeared. "Rongjiu" is rarely seen on the dining tables or banquets of Jurong people's homes.

Rongjiu returned to his hometown of Jurong, but it was difficult to enter the homes of local people. Why is this? In a word: the value is different. In the past, Rongjiu was for "Lower Riba people", mainly targeting ordinary people, who could afford to drink it every day; today's Rongjiu is "Yangchun Baixue", mainly for mid-to-high-end people, and when the mid-to-high-end people choose "Yangchun Baixue", they do not recognize that Rongjiu is already "Yangchun Baixue" in its "gorgeous coat". Therefore, on the one hand, Rongjiu has been sidelined; on the other hand, it cannot enter the homes of ordinary people.

It’s no wonder that Rongjiu can’t enter the homes of ordinary people. The common people are the most practical and the most practical. Why is Niulanshan’s 15 yuan a bottle so “good”? Two words: affordable! Many people with "status" eat in hotels and restaurants with dishes costing thousands of dollars per table, and drink Niulanshan for more than ten or dozens of dollars a bottle, and they don't feel "losing points" at all.

Niulanshan is affordable, Erguotou is also affordable, and real people invite them back to their homes, bring them to their own dining tables, and enjoy them happily. Rongjiu, who was originally "born here and raised here", now that he is back, just be a local in a simple way. When you return to your true nature, thousands of families in Jurong will take the initiative to invite you home. Only then can Rongjiu be glorious again, and Rongjiu can truly be "eternal"!