However, for a long time, due to geo-economics, traditional production and operation concepts, not only did it not achieve good development, but there were even signs of a recession in the industry.

rice wine is one of the three largest ancient wines in the world. It originated from China and is only found in China. It is the national treasure and precious heritage of the Chinese nation. However, for a long time, due to geo-economics, traditional production and operation concepts, not only did it not achieve good development, but there were even signs of a recession in the industry.

In recent years, with the improvement of people's living standards, more and more consumers have begun to pay attention to the health issues of drinking. The rice wine, which is known for its nutritional and health care, has begun to be praised by alcohol enthusiasts. According to public information, my country's rice wine sales revenue in 2019 was 17.327 billion yuan, a year-on-year increase of 2.71%; profit was 1.926 billion yuan, a year-on-year increase of 11.45%. Relevant experts said that the growth of the rice wine market is due to the increased emphasis on health by consumers, and it is also the result of consumption upgrading.

Various signs indicate that with the advent of a new era, Chinese rice wine has ushered in the spring of industrial rejuvenation.

Jiangxi Wan'an Hakka Winery is a rice winery with a history of nearly 30 years. After two generations of efforts, this winery has reached an annual output of 50,000 tons, becoming a winery with a lot of weight in the hearts of local and Hakka people across the country. Where there are Hakka people, there is Hakka wine. In the era of mobile Internet, where should traditional county wineries go?

Recently, the corporate story official interviewed Zhong Youpeng, the head of the Wan'an Hakka Winery in Jiangxi. The following is the interview content

Story official: We see that the Wan'an Hakka Winery was founded in the 1990s. Why did your father found such a winery at that time?

Zhong Youpeng: Wan'an Hakka Winery was founded in 1992. In Wan'an, there has been a custom of brewing wine for thousands of years. In the past, every household would brew some wine in the countryside. This is a custom here. Some people at home have to eat wine during confinement to nourish their bodies and numbing milk. In short, rice wine is a must-have reception item for Hakka people during festivals.

Our family is no exception. Our family can make wine for generations. After the reform and opening up, my father wanted to make wine brewing as a kind of sentiment and industry, so he founded a winery.

Story Official: Is the process of establishing a winery smooth?

Zhong Youpeng: has encountered many difficulties. In the past, the wine brewing at home was made in small-scale wine, burned with firewood, distilled in an earthen steamer, which was easier to control. However, after large-scale production, there are more things to pay attention to and are not easy to control. If one of the links is not controlled well, the wine produced will be sour, causing losses and waste. So when we were scaled up in the early stage, we suffered a lot. After getting familiar with the equipment, you can better grasp the temperature.

Story Official: Before you, what was the operation of the winery? For example, where are the main sales channels? Have you made adjustments after you take over?

Zhong Youpeng: 1992, when the winery was first founded, after the wine was brewed, it was packed with jars. My father used rural dirt carts to sell them in the convenience store at that time. A jar of fifty kilograms, and the people from the convenience store sold them one kilogram at a time. Later, there were simple packaging, from white plastic pots, to small-capacity clay pots, to glass bottles...

wine sales mainly rely on salesmen and dealers to go to places with many Hakka people, such as Longyan, Fujian, Zhangzhou , Guangdong's Meizhou , Shaoguan , and Hunan's Hakka people gather to promote sales.

After I graduated from university in 2014, I returned to the winery for sales, slowly took over the winery, and established an e-commerce sales platform. At that time, every county town had an e-commerce incubation park, which drove the e-commerce atmosphere and our wine sales also brought up through the e-commerce platform. In the past, it was simply offline sales, but now it is online and offline sales at the same time.

Story Official: There are information that since 2012, nearly 10,000 liquor companies have gone bankrupt or disappeared, and 90% of them are county-level liquor factories. Will the rice wine market have any impact? What is the current development status of winery in Wan'an County?

Zhong Youpeng: has no impact. Rice wine is different from white wine. I think rice wine has great prospects in the industry. First, rice wine is a healthy and healthy wine. Drinking white wine is prone to headaches, and beer can easily lead to gout, rice wine is the healthiest, while modern people have begun to pay attention to health, and the market space is large; second, rice wine rarely has fake ingredients, because rice wine is purely fermented, and the quality of the grain brewing leads to a high or low taste, but it is generally not adulterated. Currently, the production and sales of wineries are relatively stable.

Story Official: As a professional, how do you judge the good or bad of a wine product?

Zhong Youpeng: First of all, the color of the wine, secondly, the fragrance of the wine, and then the taste of the mouth, and finally, it is not a head (not a head, it means that you won’t have a headache after drinking).

Story Official : Compared with other wine products, what is the core competitiveness of the wine produced by Wan'an County winery? Such as water quality, winemaking materials and craftsmanship?

Zhong Youpeng : First, from the perspective of technology, the wine in Wan'an County winery is pure fermented wine, without adding anything, and will not add water twice, and the taste is very good. In order to save costs, some wineries will add water twice during the fermentation process, which increases the wine yield rate, but will affect the taste;

Second, in terms of wine selection, they are all good quality glutinous rice (some manufacturers will choose to brew broken rice, and broken rice contains impurities, which will affect the taste), the water used for brewing wine is the water of Wan'an Lake Reservoir at the source of Ganjiang River, and the water in the reservoir is the mountain spring water flowing down from the mountain, which is clear and sweet. Only good water can produce good wine, which is a unique condition.

Finally, we are ancient wine making, which has not changed for thousands of years. In the past, it was a earth steamer and a earth stove, but now it uses a boiler and a rice steamer. It still fermented in the tank. The wine brewed in this way has a silky and sweet taste.

Story Official: I heard that your winery has a batch of wine that has been stored for more than ten years. Why did you think about hiding so many good wines at that time? What's special about these wines?

Zhong Youpeng: Our winery now mainly engages in rice wine, but when the winery was first established, both rice wine and white wine were produced. From 1992 to 2008, the liquor we produced had no brand and limited sales channels.

In 2008, my father went to Luzhou, Sichuan and spent a lot of money to invite 8 Luzhou Laojiao masters to come over, hoping to make the liquor well and make his own liquor brand. At that time, we moved the entire set of Luzhou Laojiao technology and put it into equipment to produce liquor on a large scale since 2009.

By 2012, hundreds of tons of pure grain fermented liquor were produced. Due to the poor environment of liquor, liquor has stopped production due to the pressure of the capital chain. We followed the guidance of experts and packaged the batch of wine and buried it in the cellar. After more than ten years of cellaring, this batch of wine has a mellow and delicious taste and has a very good taste. There are still five or six thousand pieces left.

Story Official: What groups are currently mainly sold to the wine in Wan'an County wineries? Have you ever thought about exploring new products and making mixed wine drinks that are more suitable for young people to drink?

Zhong Youpeng : In the past, it was mainly purchased by Hakka people, but now the customer base is diversifying. Currently, sales are mainly based on offline dealers and agents. Online is only used for display and increase visibility, making it easier for scattered customers to purchase. E-commerce and offline account for 20% and 80% of the total sales respectively.

In addition, we are also constantly digging for new products and researching fruit wine last year.We will not produce randomly, and we will only brew when the fruits are ripe. For example, when strawberries are ripe and when the grapes are ripe, we will go to the strawberry garden to pick strawberries and grapes to make wine, but it is still in the trial stage and there is no mass production.

Story Official: Last year's epidemic had a great impact on many industries. Has Wan'an County winery been affected?

Zhong Youpeng: has an impact. First, no one has a meal, and alcohol sales have declined; second, no interpersonal communication, no consumption of alcohol; third, many people are unemployed this year, and the decline in consumption capacity will also affect sales, because alcohol is not a necessity.

Story Official: I heard that you like traveling very much and spend one or two months traveling every year. What do you think is the meaning of travel to you? Is it helpful for running a business?

Zhong Youpeng: The purpose of my travel is generally the following: First, look at the local wine culture and customs outside, refer to whether our wine is suitable for local sales, and how to find an agent; second, relax and see if we can communicate with some friends. In addition to work, people should also have their own life.

Story Official: I have been home to take over the winery since I graduated. It has been several years since I was a member of the winery. What is your plan for the winery?

Zhong Youpeng: This winery was founded when my father was 30 years old. It has been difficult to get from one or two jars of wine to the current 50,000 tons of wine. I have been influenced by him since I was a child. When I was just in the winery, I truly realized the hard work of starting from scratch. After working for a few years, I feel that keeping a business is more difficult than starting a business. I hope that in my hands, I can make the company bigger and stronger and continue to inherit it.

This platform specifically thanks Dongguan Jian Chamber of Commerce President Xiao Jianjun, Party branch secretary Zheng Chengyun, Dongguan Wan'an Chamber of Commerce founding president Wu Xiansong, Frango Watches, Jinsheng Shoe Industry Luo Jianming, and Yang Xiaoying's Qingmiao support plan. This year, the public welfare plan continues to pay attention to Dongguan enterprises, members' entrepreneurial stories, development history, business models and transformation trends of Dongguan Ji'an Chamber of Commerce, Dongguan Wan'an Chamber of Commerce and Dongguan Jiangxi Chamber of Commerce.