215 Wuliangye 1218 Consultation and Co-construction and Sharing Conference
Text丨Weijiu Team
Editor丨Goodbai
December 18, the 21st Wuliangye 1218 Consultation and Co-construction and Sharing Conference with the theme of "Starting a New Journey and Building Wuliang Dreams" was held in the Wuliangye Multifunctional Hall. This conference is the first 1218 conference attended by Li Shuguang, Secretary of the Party Committee and Chairman of Wuliangye Group. What new tricks will Li Shuguang, who proposed the slogan of second entrepreneurship and locked in the "100 billion scale" of the 13th Five-Year Plan, lead Wuliangye to take in 2018? Various major topics have attracted nearly 1,500 operator representatives, relevant leaders of the government, association and media personnel from all over the country. The conference was chaired by Chen Lin, general manager of Wuliangye Co., Ltd.
In the view of Weijiu reporters, facing the upcoming 2018, Li Shuguang has put forward new ideas and paths in many aspects such as strategy, brand, and marketing, and outlined a map of the best strategic path for Wuliangye's 100 billion ambitions.
01
Li Shuguang's 1218 New Policy
This year's "1218 Conference" is divided into five parts, with "new" as the keyword, namely, it is the new achievements in building dreams of Wuliang, the new companionship of co-construction and sharing, the forging of a new journey, the prosperous era and the new opportunities, and the outstanding example and new glory. At the meeting, Liu China, general manager of Wuliangye Group and chairman of the joint-stock company, first summarized the marketing work in 2017. The most important 2018 plan for the
conference was released by Li Shuguang. Li Shuguang said that he wanted to say two things most: one is to be grateful for his colleagues. Over the years, we have worked together and worked together to usher in the rainbow of high-quality and sustainable development; the other is to work together to build a new community of interests. Create a new situation and new glory for Wuliangye. Weijiu reporter sorted out the core and new content as follows:
55050050050050050050050050050050050050050050050050050050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500050005000500 From January to November, the group company achieved sales revenue of 73.28 billion yuan, a year-on-year increase of 10.9%; the total profit was 13.45 billion yuan, a year-on-year increase of 42.6%. Revenue, profit and its growth rate reached its best level in the past five years.
Speaking of the future trend of the liquor industry, Li Shuguang expressed his view of "cautiously optimistic", and there are more "optimistic". Famous and high-quality liquor companies will lead the growth.
Regarding strategic issues -
Wuliangye Group's mission is to "promote historical heritage and make a harmonious and beautiful life together"; its vision is to "strive to build a healthy, innovative and leading world-renowned enterprise to achieve high-quality and sustainable rapid development." At the end of the 13th Five-Year Plan, the group's sales revenue will exceed 100 billion yuan, which can be realized in advance from the current perspective.
Currently, in the wine industry, a clear competitive strategy has been formed, and a quantitative goal, implementation path and strategic system have been formulated.
First, we strive for brand strategic innovation, take advantage of the opportunity of the consumer interaction model formed by the Internet, find new ways to disseminate Wuliangye's brand positioning and core values, reshape Wuliangye's brand value, and enhance Wuliangye's brand image.
The second is to strive for marketing strategy innovation, and the core is to combine Wuliangye's brand advantages with new terminal advantages to form a comparative competitive advantage over famous wines and local wines.
The third is to strive for process technology innovation. The core is to combine Wuliangye's natural production advantages, process technology advantages with consumer experience, form a people-oriented technological innovation system, and form a clear consumer health experience advantage.
Specific practices for 2018 -
Specifically create four forces:
First, we should build productivity by improving product quality as the basis.
, based on the traditional process of solid fermentation of pure grains and the advantages of Wuliang brewing, strive for excellence to ensure that every bottle of wine produced by the company is of high quality and high level, and is a product that consumers can rest assured and love.
Regarding capacity planning arrangements, we will strengthen quality improvement by releasing the production workshop reserve capacity, adding new raw wine , and improving storage capacity to ensure that all raw wines will be put on the market after three years in the future.
From the structural goals of the entire group's development in the 13th Five-Year Plan, in the 100 billion target, the contribution of the wine industry will increase from one-third to two-thirds, reaching 60 billion yuan. Among them, Wuliangye reached 40 billion yuan and series of wine reached 20 billion yuan.
The second is to build channel strength based on the core terminal construction. The key is to actively transform to terminal marketing. The "Hundred Cities, Thousand Counties, Ten Thousand Stores" project is an important strategic measure to achieve the transformation to terminal marketing.
Next year, we will quickly promote the construction of Wandian terminals. First, accelerate the construction of specialty stores. The second is to accelerate the construction of social terminals, and will deploy 8,000 social terminal members next year. Third, we must further accelerate the construction of new retail terminals that integrate online and offline. Fourth, accelerate the construction of KA terminals. Fifth, accelerate the construction of comprehensive experience centers, focusing on establishing a comprehensive experience center with social elites as the goal and a comprehensive experience center with young people as the goal. At the same time, we will accelerate the construction of a tasting base.
Third, build brand power with the cultivation of core customer groups as the center.
guides and reconstructs consumers' perception of "China's top liquor brands" and is the core of achieving competitive breakthroughs. At the same time, think about and study how to re-establish the value perception of strong fragrance categories among China's high-end consumer groups. Therefore, we regard improving brand level awareness and solidifying consumer brand preferences as the core work of Wuliangye to achieve secondary entrepreneurship.
The sorting and optimization of the company's brand is the top priority and top priority at present.
First, for Wuliangye's core brand, Wuliangye's market positioning will be clarified at different levels. Always adhere to Wuliangye’s high-end positioning and implement the “1+3” product strategy of Wuliangye’s brand. Among them, "1" refers to Wuliangye, a 52-degree new product that accounts for nearly 70%. "3" refers to three dimensions of the extension of the core product system of Wuliangye brand: the first dimension is the unique, scarce and personalized high-end Wuliangye series; the second dimension is the younger, fashionable and low-end Wuliangye series; the third dimension is the brand new international version of Wuliangye series. Through new price benchmarks, consumers' awareness of Wuliangye's brand level will be enhanced and the high-end positioning of the core product Wuliangye is consolidated.
For series of wine brands, we will adhere to streamlining and optimizing series of wine products. In accordance with the principle of "focusing on medium and high-priced brands, focusing on self-operated brands, and focusing on advantageous brands", we will focus on creating national strategic products and regional mid-range products, expanding our waists, and focusing on creating a batch of 2 billion, 5 billion or even 10 billion large single products such as Wuliangchun, Wuliangyuan, Wuliangtetouqu, and Jianzhuang. With the "innovation model" as the core, we will promote major changes in the operating mechanism, focusing on full price control management, base market creation, and market support precision. Resolutely eliminate products with unclear market positioning and low value contribution, accelerate the research and development of new products, and enrich the company's product system.
should cultivate and gather core customer groups. The key is to do three tasks: First, we must accelerate the IPization of Wuliangye brand and form IP symbols led by Wandian Rich Flavor and Wuliangye Liquor King Club; Second, we must implement the socialization of core consumers, organize and participate in important forum activities that elite entrepreneurs often participate in, and promote community marketing through tasting meetings and other aspects; Third, we must reposition the industry value of strong fragrance liquor, cooperate with strong fragrance brother enterprises, tell the story of strong fragrance liquor well, and create a new chapter of strong fragrance in a great country.
In short, it is to spread Wuliangye’s brand story well and explore the establishment of a new marketing model that integrates brand promotion and channel construction.
Fourth, build execution capabilities with the construction of closed-loop capabilities in the organizational implementation process as a guarantee.
We must strengthen the development of talents and strengthen the construction of the talent team.
regards talent resources as the most important strategic resource for the enterprise, implements a more open talent policy, and gathers a group of leading talents who stand at the forefront of industry technology and management, and have an international perspective and ability.Innovate the talent introduction mechanism, implement the "Thousand Hundred Talents Project", continue to increase the efforts to attract talents, and other methods to inject the strongest impetus into reform and promote the realization of the goal of 100 billion.
must strengthen coordination capabilities and build a marketing iron army of Wuliangye. The marketing advantages come from the closed-loop capabilities of the marketing organization during the implementation and implementation process, so as to be planned, strategic, actionable and results.
Regarding other issues -
At the meeting, Li Shuguang also communicated with everyone several issues:
1, industrial and financial integration issues.
Li Shuguang said that the integration of industry and finance is an inevitable trend in industrial development. Therefore, at the right time, we will establish Wuliangye Financial Holding Group to accelerate our financial field layout under the premise of controllable risks.
2, on internationalization strategy issues .
Currently, the company is planning to build three major international marketing centers: Wuliangye International (Europe) Co., Ltd. has been established in North Rhine-Westphalia, Germany. We are accelerating the layout of the Asia-Pacific Marketing Center and the Americas Marketing Center, and accelerating the construction of the Wandian project in the international market. Second, we will strengthen industry cooperation and cross-border cooperation with internationally renowned enterprises.
3. Regarding the issue of comprehensively deepening reform.
is focusing on promoting four tasks: one is a major transformation, that is, the company's transformation from managing assets to managing capital, the other three are the construction of internal systems of the company, one is to establish a human resource allocation optimization mechanism with efficiency as the goal, the second is to establish a cadre evaluation mechanism with performance appraisal as the standard, and the third is to establish a distribution incentive mechanism closely linked to contribution.
In addition, at the meeting, relevant government leaders and chairman of the China Alcoholic Drinks Association Wang Yancai, as well as outstanding operator representatives Qin Yuecheng, Wei Yayun and Zhou Ping gave wonderful speeches. The company commended and rewarded outstanding dealers in 2017.
This year's "1218 Conference" also has a special link - the wide and narrow Wuliang Rich Fragrance Chinese Branch product jointly created by Wuliangye Group and Sichuan China Tobacco is officially released.
02
3 Wang Chaocheng interprets 1218 Li Shuguang's new policy
1. In 2017, Wuliangye achieved the best income and profit growth in five years. This is not only due to the industry's general trend, but also strongly proves that Li Shuguang's new ruling team has successfully started!
2. The product line of high-end Wuliangye brand will be extended. In addition to the existing crystal version of Wuliangye, three versions of high-end Wuliangye, low-degree Wuliangye and international version Wuliangye will be extended. In particular, high-end Wuliangye is very likely to be benchmarked against Moutai. The international version of Wuliangye may enhance the adaptability of the wine body. These are all major innovations that Wuliangye affects the entire industry in 2018!
3. Wuliangye raises the goal of 20 billion series of wines. This is another move to expand the total amount in addition to Wuliangye's high-end development.
4. The addition of Asia-Pacific Marketing Center and America Marketing Center overseas is the in-depth implementation and deployment of Wuliangye’s internationalization strategy. This is the most ambitious and big-scale layout for the internationalization of Chinese liquor so far!
5. First mention the construction of core regional markets, core terminals and core consumers, strengthen the three-in-one strategy of "Beijing, Guangzhou, Shanghai and Shenzhen" first-tier market construction, Wuliang e-store and "Wandian Project", and the positioning of new economy consumers. Among famous wine companies, Li Shuguang's innovation in marketing tactics has formed a systematic view and proposal, which is refreshing for him, who is an official!
