On June 20, 2018, the 15th "China 500 Most Valuable Brands" was selected by the World Brand Lab, and Kowloon Zhai was selected as one of the Top 500 Chinese Brand Value Brands with a brand value of 10.062 billion yuan, ranking 375th.
The World Brand Lab is the world's leading brand consultancy, chaired by Dr. Robert Mundell, a professor at Columbia University and winner of the 1999 Nobel Prize in Economics, whose BVA evaluation model has been unanimously respected by the world management community! WBL publishes the World 500 Brands, Asian 500 Brands, Asian 500 brands and China's 500 Most Valuable Brands each year.
Brand is a comprehensive embodiment of the core competitiveness of enterprises and even countries, but also an important resource element in economic globalization, which is not only an important embodiment of the comprehensive strength of an enterprise, but also a symbol of a country's soft power.
Kowloon Zhai was selected as "China's 500 Most Valuable Brands", which not only enhanced the status of Kowloon Jay in the same industry, but also affirmed the results of Kowloon Jai's hard work over the years.
The scene of the World Brand Congress
Discuss viewing under wifi conditions
The historical heritage of Kowloon Zhai
As a traditional drink in Beijing, The origin of Jiulong Zhai Sour Plum Soup can be traced back to the Qianlong period of the Qing Dynasty (1736-1795), which has a history of more than 200 years, with a long history and profound cultural heritage.
During the Daoguang years (1821-1850), Kowloon Jai won the love of the public with its exquisite craftsmanship, selected raw materials and mellow taste, won wide acclaim, and entered the heyday of development. Daoguang Jinshi Fang Junyi's "Miscellaneous Memories of Chunming" praised: "Quenching thirst plum soup ice for a long time, well-known than nine dragons." This "Nine Dragons" refers to the Kowloon Zhai at that time, which shows that the "Kowloon Zhai" as the representative of the sour plum soup brand has been very prosperous for a long time.
The Thirty-second Year of Guangxu records that "the sour plum soup is boiled with sour plums and rock sugar, mixed with rosewood rhinoceros ice water, and its cool teeth vibrate." Former Gate Kowloon-sai is the first in Kyoto".
Today's Kowloon Jai is the use of secret recipes, the use of modern technology and equipment to produce sour plum soup, follow the ancient method, select the top quality of Ume, licorice, hawthorn, tangerine peel, osmanthus flowers, rock sugar, add mineral water, after two times 70 minutes of boiling, is a real original health drink. In line with the increasing health requirements of modern people.
Kowloon Jai is located throughout the country
At the end of 2017, Yanjing Beverage started the warm-up work of attracting investment in 2018.
On December 6, 2017, the three strategic products of Yanjing made a high-profile appearance at the Wanshang Conference
In December 2017, there were 8 investment sharing meetings nationwide
Since entering 2018, Yanjing Beverage Co., Ltd. has proposed the grand goal of making "Jiulong Zhai Sour Plum Soup" into a new national drink, relying on the branches of Yanjing Beer and the joint sugar industry tobacco and alcohol weekly to quickly start the national investment promotion work. Develop hebei, Henan, Shandong, Shanxi, Liaoning, Zhejiang, Anhui, Jiangsu markets, and participate in the Chengdu Spring Sugar and Wine Fair to carry out the national market network layout.
The provincial investment conference was carried out smoothly and the effect was obvious, and there were not only industry experts sharing the development trend of the industry and the good prospects for the development of the sour plum soup category, but also the strength of the manufacturer and the innovative way of product marketing introduced by the leaders of our company. Dealers actively sign up on the spot to pay agent products. So far, Waifu Market has recruited more than 200 agents. This has done a good job of paving the way for the Kowloon Jai brand to enter the national market. At the same time, Kowloon Jai Sour Plum Soup has also been recognized by the industry, and was named the star item of the year in 2018 at the Spring Sugar and Wine Festival.
The 2018 China Merchants Wealth Summit is full, and hundreds of merchants pay thousands of merchants consulting.
China's leader in high-end sour plum soup
Kowloon Zhai ----- leading brand in the sour plum soup category
Create a new national drink, inherit the ancient law, fashion health
Kowloon Zhai sour plum soup is not only simple and atmospheric in appearance, but also mellow and soft in taste, perfectly reducing the flavor of the ancient method of boiling sour plum soup, the product raw materials are of the same origin as medicine and food, and have the health effect of degreasing and degreasing.
Since the product was launched, ka stores and catering channels have moved rapidly, and sales have increased rapidly
In 3 days, 4681 class a and b catering terminals around Beijing were won, and 12850 boxes were sold
Jiulong Zhai sour plum soup has been operating in Beijing for many years, achieving more than 30% growth year after year, and its market share has increased year by year, and it is now in a leading position in the category of sour plum soup. Sales team, marketing channels, promotion methods are quite mature, the current new glass bottle Kowloon Jai osmanthus sour plum soup and the emperor version of kowloon jai osmanthus sour plum soup once put on the market, immediately caused a strong response, not only the shop is extremely smooth, and the sales are very fast, dealers said very welcome.
Trout strategic cooperation, pointing directly to the tens of billions of market, there must be national wine
Kowloon Zhai sour plum soup positioning team, Shanghai Trout strategic positioning consulting company, is the top positioning consulting company in China, its proposed "degreasing, drinking Kowloon Zhai" positioning is very in line with the consumption scene of the catering market, will surely lead the consumption boom in the catering channel.
Mention Deng Delong, I believe everyone is not unfamiliar, as China's "father of positioning", he has shaped many classic cases, the most well-known in the FMCG circle is the "Wang Laoji herbal tea" case. Therefore, it is not difficult to see Dundelong's admiration for herbal tea. However, recently, at the annual meeting of a domestic beverage distributor, Deng Delong delivered a speech, and he analyzed that a new outlet in the beverage industry has emerged!
The following is the original transcript of Dunderon's speech (partial excerpt):
Now you can see that there are three major forces that are promoting the emergence of a new outlet in the beverage industry:
The first force is already familiar, open the newspaper headlines, news headlines, app headlines, all the media are talking about one thing, that is, four words - consumption upgrade. It is not abstract, and it requires enterprises to use a real good product and a real good brand to lead the upgrading of consumption. This force is enormous.
The second force you can see is that now with the vigorous development of the catering industry, the rise of "catering + Internet" takeaway companies has boosted the modern catering industry far higher than the GDP growth of several times the vigorous phenomenon. The so-called "catering" is destined to be accompanied by catering products, as well as the deepening of consumers' demands for "consumption" and "degreasing". This vigorous development of the catering industry can bring high-quality food and beverage products to thousands of restaurants to satisfy consumers.
The third force, and the one I value most, is the mental force of the consumer. There is a phenomenon in the FMCG circle called "Moutai phenomenon", that is, consumers' recognition of Moutai's "national liquor" positioning, which has effectively promoted the breakthrough of the trillion market value of enterprises. Can you imagine? Just a flying sky, such a bottle, it creates a value of nearly one trillion yuan for society, consumers, shareholders, this is definitely not the end, the future space is still huge. This force is everyone's recognition of Moutai's "national liquor" position.
Then, looking back at the beverage industry, there are also "Moutai opportunities", because the beverage industry also needs a "national drink", which is the mental gap of consumers. This gap needs to be filled by food companies, and entrepreneurs need to meet such a requirement of customers. So, how big is this opportunity? Who is most likely to seize this opportunity?
I think the Kowloon Sour Plum Soup with its state-owned enterprise brand background is just in time!
Sour plum soup has a long history and culture in China, and its consumption is deeply rooted. The positioning of "degreasing" proposed by Kowloon Jai Sour Plum Soup is abnormally matched with the current consumer demand. The high-quality product culture and pricing strategy we propose are all operated according to the positioning of "national drink". Looking at the future growth of Kowloon Jai from the development process of Moutai, I think that 10 billion is not the end, let alone a dream, it should have more room for development.
Of course, everything it only provides a logical possibility, the first three forces it is only a potential force, can it be realized? It also needs to rely on the participation and joint efforts of aspirants. For distributors, it is not just a simple drink business, but to seize the "Moutai opportunity" of the beverage industry through the revival of national drink, seize the opportunity of "new national drink", and make it a business card and a representative of the revival of Chinese culture.
Moutai has gone to the world, and the old dry mother has gone to the world, so is it possible for the beverage industry to give birth to a "Moutai" or "old dry mother"? I believe that through our efforts, through our great innovation, with an entrepreneurial mentality, we can certainly turn a logical potential possibility into a realistic possibility.
We once worked with jiaduobao, an entrepreneurial team, to go from more than one hundred million to more than 20 billion scale, and experienced a magnificent process. Next, we will form an entrepreneurial strategic partner with you, stand on the shoulders of giants, and promote the growth of Kowloon Zhai into a bigger giant. Compared with the hardships of JDB in the past, today we have a more comprehensive and perfect infrastructure, so we should set our goals higher, which will be a spectacular entrepreneurial action.
Through Deng Delong's detailed analysis, I believe that everyone has seen a new outlet in China's beverage industry, that is, China's "national drink"! Driven by the three forces of "consumption upgrading", "vigorous development of the catering market" and "gap in the consumption cognition of 'national drink'", the traditional drink sour plum soup with deep consumption roots will inevitably usher in a new wave of development
Create a new national drink of 10 billion - Kowloon Sour Plum Soup
The United States has Coca-Cola, what does China have?
China has - the national drink: Kowloon Jai sour plum soup
As a healthy national drink, Kowloon Zhai Sour Plum Soup will surely carry the banner of the Pin brand and rise with the great rejuvenation of the motherland!
China's top 500 brand value, the Nobel Prize in Economics personally awarded, the world brand laboratory authoritative evaluation of the first is always the dream in the heart, but to admit the small and insufficient at this moment, although it is China's high-end sour plum soup market first, but the road ahead is still very long, we need to work together.