Text / Hong Min
On January 6, the Department of Commerce of Guizhou Province officially announced the fifth batch of "Guizhou time-honored" enterprises, of which a total of 90 enterprises were selected, and Lai Shijia Liquor, which has a century-old heritage, was also listed in this announcement.
In 2020, Lai Shi Jia Dapeng Biao won the gold medal of the Brussels International Spirits Competition in Belgium; in 2021, Lai Shi Jia Jin Bao won the gold medal of the Panama International Exposition Special Award; Lai Shi Jia Shi Bao won the Gold Medal of the International Spirits Grand Prix in Brussels, Belgium (6 awards in 4 days, and the gold medal strength of Lai Shi Jia was achieved in 100 years). This successful selection of "Guizhou time-honored brand" enterprises once again confirms the profound historical heritage of Lai Shijia Liquor, highlights the particularity of its brand, and provides cultural endorsement for the publicity and development of follow-up enterprises.
Culture and ingenuity
The Lai family has a solid foundation
In the core production area of 7.5 square kilometers of Moutai Town, many brewing enterprises have been born, Lai Shijia is one of them, as a rising star, Lai Shijia with its profound historical heritage and unique winemaking technology, or will occupy a stable place in the future liquor brand competition.
Behind the growth of the brand, Lai Shijia has laid a solid foundation a hundred years ago.
If the century-old heritage is the advantage of lai family, then inheritance has become the mission, since 2015 Lai Tianpeng, the fourth generation of inheritors of the Lai family, took over the enterprise, it has always adhered to the "way of benevolence", adhered to the "thick way" culture, rooted in the front line of winemaking, and is committed to carrying forward the secret recipe of Lai family lai wine.
Lai Tianpeng, the fourth generation inheritor of Lai family mao wine
The "houdao" culture has also become a symbol of spiritual culture, a "deep" way of Lai's family history, a "thick" way of wine, and a "benevolent" way of the leader, which not only highlights its cultural connotation, but also becomes the label of Lai's brand culture.
Sauce liquor is a traditional liquor fermentation industry, and the root of the word "traditional" lies in inheritance. The brewing skills of Lai Shijia wine are passed down from generation to generation by the Lai family, which seems to be a traditional way, but it allows each generation of inheritors to pass on the "thick way" and the artisan culture integrated into the wine.
It can be seen that the craftsmanship spirit of Lai Shijia wine carries the inheritance of skills and virtues, and each wine is the adherence to the excellent quality of sauce wine and wine culture, which is the core thing of Lai Shijia wine, and it is also the essential characteristic of Lai Shijia wine that distinguishes it from other brands and other wines.
Quality-led
Behind the "science" of winemaking
The long historical heritage has made the spiritual culture of the Lai family, and the excellent quality is an important weight in its market heat, and the high-quality genes of the Lai family are more about the insistence on quality and the adherence to traditional craftsmanship.
Lai Shijia wine is made of high-quality wheat as raw material, selects the local red tassel glutinous sorghum in Moutai Town as the raw material for winemaking, makes wine according to the four seasons, makes koji in the Dragon Boat Festival, chongyang xiasha, nine times of steaming, eight times of fermentation, seven times of wine extraction, so that it takes one year to complete the base wine brewing, and then after more than three years of storage, let time give the base wine a thick and calm beauty.
Lai Shijia liquor industry Moutai town distillery workshop
In addition to the inheritance of traditional skills, the craftsmanship spirit of Lai Shijia wine also contains the connotation of "scientific".
Adhering to traditional craftsmanship is not equal to backwardness, behind the traditional craft, it is also necessary to use scientific research to support the future development of the traditional sauce wine industry, as well as continue to explore the relationship between the sauce wine industry and the ecological environment, study the impact of the microbial community structure of winemaking on the flavor of sauce wine, scientifically assess the changing trend of consumer demand for incense and taste, and reasonably and correctly spread the sauce wine culture, which involves "science".
As a well-known enterprise in the sauce wine industry, Lai Shijia has always insisted on arming itself with traditional skills and scientific theories, and the purpose is only to pursue near-perfect skills and serious winemaking!
C-end power layout market
Lai Shijia "two-wheel drive"
Under the current liquor consumption trend, enterprises gradually take consumers as the starting point, and constantly exert their C-end through consumer cultivation, circle marketing and other measures, so as to empower brand growth.
During the autumn sugar in 2021, Lai Shijia Wine made a heavy appearance in Tianjin, with high gold content and thick quality, showing the brand value of "double excellence" of brand and quality to hundreds of thousands of merchants across the country, and under the core competitive advantages of products, brands and marketing, the national market layout has entered an accelerated stage.
Autumn 2021 Sugar & Wine Fair Site
In addition, Lai Shijia also continues to provide valuable experience for more market layouts through successful marketing strategies such as "holding high and hitting high" and "sinking channels" in the domestic market.
On the Internet platform, With the help of new media platforms, Lai Shijia has successively attracted more than 100,000 fans, and combined with new retail methods such as offline flagship stores and pubs, it has realized the dual channel operation of online and offline products, so as to face consumers.
In order to better adapt to the current consumer psychology and highlight the brand culture, Lai Shijia implements the element of "inheritance" in product packaging, and further combines product positioning with corporate culture.
In terms of strategic planning, in lai shijia's "14th Five-Year Plan", it is proposed to achieve a sales target of 3 billion yuan in 2025 and establish a domestic first-class sauce and wine enterprise brand image.
As a wave maker in the sauce wine industry, under the impetus of the environment of "cup of wine and gold" of sauce wine, Lai Shijia will continue to implement the "14th Five-Year Plan" strategy, continue to innovate in the inheritance, and continue to take consumers as the core to create a high-end national sauce wine that integrates taste, brand and quality.
Source | Sugar & Wine Newsletter (ID:tjkx99)