Not long ago, the new marketing strategy conference with the theme of "New Leap Forward of Dynasty, Creating a New Future for Winning" was held at Tianjin Dynasty Royal Garden Wine Castle. On the same day, the Dynasty Wine Industry Technology Center was officially unveiled, and the new marketing strategy plan of Dynasty, which has attracted more wide attention in the industry, was also unveiled at the same time. People in the industry generally believe that new marketing strategies, new product series, and new technology centers will form a "troika" to drive the dynasty to achieve a new leap forward, escort the dynasty to grab the new blue ocean, and create a new future.
A few days ago, the wine prophet interviewed Liu Jun, general manager of Tianjin Dynasty Wine Sales Co., Ltd., to explore the market-driven strategy of Dynasty.
Wine Prophet: First of all, congratulations on the official opening of the Dynasty Wines Technology Center and the launch of Dynasty's new marketing strategy plan. Please briefly introduce the concept of the new marketing strategy.
Mr. Liu: First of all, thank you for the wine prophet's attention to the dynasty. Dynasty Company has been established for more than 40 years, and has gone through an extraordinary development path, with dazzling highlight moments and a long period of development downturn. At present, after a period of planning and adjustment, The Dynasty is ushering in a new era of enterprise secondary entrepreneurship. Our new marketing strategy planning is to adapt to the requirements of this new stage of development, and to establish the general marketing program of the dynasty for the next period on the basis of accurate market analysis and prediction and in-depth planning and argumentation.
According to this plan, the next step of the dynasty will be to interact with consumers in multiple dimensions around the core market and enhance the vitality of the brand. At the same time, the company will focus on product development and achieve profit and increase revenue through the structural development of products of "main line + category". Among them, the main line products achieve market price compliance through digital empowerment, and implement one place, one policy for new markets; new products will be "customized" to achieve market introduction, dry white categories will focus on the development of coastal markets, and brandy will reshape the big business model. For terminal channels, on the one hand, it positions the market segment and realizes effective interaction with consumers through the construction of banquets or business consumption scenes; on the other hand, it enriches the route of returning to the factory to realize the creation of dynastic culture and the cultivation of circle consumers.
Wine Prophet: Affected by the epidemic, the domestic wine market continues to be sluggish. In this case, the operating performance of Dynasty Wines has achieved a contrarian upward trend, what do you think is the reason?
Mr. Liu: I think there are two main reasons for achieving this change: one is the scientific top-level design; the other is accurate market grasp.
Dynasty is the second joint venture in China and the first in manufacturing, which led the first generation of wine consumers in China and the first brand of Chinese wine before 2000. However, after that, the company's operation entered a trough, with a tragic experience of 6 years of suspension of trading and 9 consecutive years of losses. However, the temporary difficulties did not destroy the confidence of the dynasty, but on the contrary, they inspired our confidence in starting a business for the second time and moving towards rejuvenation. Since the beginning of 2019, under the correct leadership and scientific decision-making of the Group, we have adhered to the original intention and sounded the clarion call of a new round of development.
First of all, we have adhered to the practical top-level design: in 2019, we released the second, third and fourth strategies and thousands of projects, implemented the double upgrading of brands and products, and consolidated the foundation for new development; in 2020, we determined the idea of "stability, change and development", used the idle period of the epidemic to practice internal strength, improved the product system, and realized the three major upgrades of "product strategy, organizational iteration, and marketing"; in 2021, the dynasty officially established the core values (unity and righteousness, entrepreneurship), The three major value systems of marketing values (creating benefits for dealers and creating value for consumers) and management values (lean management, digital management, strengthening ideological and political guidance, establishing the ideological guidance of dynastic secondary entrepreneurship, and unifying thinking from the level of "knowing").
Secondly, in terms of market grasp, in 2019, we played a combination of dry + classic products, developed customized wine, combined with the customer's channel network and market demand to match the corresponding products; in the second half of 2020, we launched the "coastal dry white" strategy, launched brandy in May; recently released the "Gan Ru Rao" and "Yi Se" two major young series of products.
After two years of strong foundation construction, Dynasty currently has 30,000 terminal stores, and the growth rate of sales and gross profit in the first half of this year ranks first among domestic large-scale wine companies, and has successfully entered the profit period. Our short-term goal is to reach 100,000 terminal stores, 1,000 distributors, and 1 billion sales (domestic wine) in three years.
Wine Prophet: At the recent press conference, Dynasty released the "Yise + Ganru Rao" series of products, please introduce the characteristics and market positioning of the product.
Mr. Liu: Yise + Ganru rao series is a positive attempt by Dynasty Liquor to link young consumers. As we all know, at present, the main force of Chinese wine consumption shows a trend of rejuvenation, but we still lack representative products that are familiar to consumers in terms of entry-level products that adapt to young consumers. To this end, around the market trend of "brand rejuvenation", Dynasty has launched two major young series of products, "Gan ru Rao" and "Yi Se". In terms of creating these two series of products, we focus on the "three new" characteristics. First, the product is "new", the wine body is from dry to sweet, the taste is easy to drink style, the packaging is young and Chinese; the second is the channel "new", continuing to pay attention to the ready-to-drink channel, beer channel, BC end catering; the third is the price "new", paying more attention to the mid-end, low-end, young end price product layout.
Wine Prophet: We are concerned that at present, in the wine industry, the concept of "competition and harmony" is widely concerned, and in the recent major events, industry association leaders have also emphasized this concept several times. What do you think about this, and what kind of measures will the dynasty take?
Mr. Liu: The concept of Jinghe is very good, and its core concept is "community of interests, community of values, and community of destiny". Since the industry crisis in 2013, the liquor industry market has been very good, especially the sauce wine has achieved overall transcendence, which is the power of competition and harmony. In fact, the domestic automobile, cosmetics and other industries also have successful experience in this regard. Compared with the liquor market, the wine market is small and pitiful, if the liquor market cake has 50 inches, then the wine market may only be 6 inches. If there is only "competition", then everyone may only be able to live and die in this 6-inch market forever. Only "and" can make this 6-inch market bigger. Compared with Western countries, China's wine market share is low and low, and expanding the market by 10 times is not an unfinished task, which requires all the forces in the industry to converge and develop outward together. The current wine market is a bit like the liquor market in 2012-2013, there are many opportunities, great potential, the key is to see how to develop.
As a state-owned enterprise and industry leader, it is incumbent upon The Dynasty to contribute to the development of the industry. During the 14th Five-Year Plan period, Dynasty established a business goal of 2 billion yuan and put forward the slogan of "uniting all the forces that can be united, strengthening the brand, and making the market bigger". We are willing to work with our peers in the industry to contribute to the expansion of the domestic wine market.
Wine Prophet: Brand is a strong support for opening up the market. What new measures will Dynasty take in the next step in brand cultivation?
Mr. Liu: As one of the earliest wine companies in China, after 40 years of accumulation, the name itself has a deep brand heritage. Now the dynasty has been concentrating on rebranding and upgrading, which is the need for the dynasty to achieve a second venture, and also in line with the development trend of China's wine industry. In the next step in brand building, Dynasty will further do a good job in quality upgrading, technological innovation, publicity and promotion, etc., and strive to enhance the influence of the Dynasty brand, so that this old brand with rich heritage will shine more dazzling and create a more brilliant moment.
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