From Quanxing to Shuijingfang, Sichuan liquor that was defeated in the face of Chinese, how long will it take to turn around and fight?
Who among the eight famous wines in China has been acquired by foreign capital?
Shuijingfang!
But today's focus is not on Shuijingfang, but on the brother of a mother and brother, "Quanxing Daqu". It has been selected as a famous Chinese wine for three consecutive years, and is called one of the few "Chinese time-honored brands" in China, and in the following 30 years, the scenery is unlimited!
But the higher you stand, the harder you fall. The unreachable Quanxing Daqu is now like a phoenix on the ground, in a state of collapse. Not to mention the eight famous wines, it rarely appears on the table of ordinary people, and even people sigh: Quanxing Daqu can no longer be male!
The development path of Quanxing Daqu is the epitome of Chinese liquor, witnessing the historical process and changes of the times in China. From household name to obscurity, the ups and downs of Quanxing and the difficulty of jumping on the paper. Today, I will talk to you about the story of a generation of "wine king" Quanxing.
First: the highlight of quanxing
In the 1990s, the phrase "all the products are prosperous, everything is prosperous" was all over the streets. The word Quanxing has also been active for more than 650 years because of wine.
As the old saying goes: the time is right for people. The appearance of Quanxing Daqu may be predestined.
In 1786 AD, the emergence of "Fu Sheng Quan" laid the foundation for the future Quanxing, and 40 years later, with the discovery of an ancient well in the Ming Dynasty, the old brand of Quanxing was officially established, which was the original appearance of Quanxing Daqu.
After the founding of New China, Quanxing Daqu resumed production, with a profound history and excellent wine quality, and Quanxing Daqu was famous. At that time, there were few wines that could be compared with Quanxing, which was a good wine that belonged to all of China!
Second: Stunning the memories of a generation's lives
What's even more amazing is that Quanxing Daqu is even more powerful than we imagined!
Three times on the list of "Chinese famous wines"! In the 1990s, among the brands that were also the old eight famous wines, Quanxing Daqu was second to none and famous.
For a time, the fame and fortune of the whole country were reaped.
But quanxing's glory does not stop there, Sichuan people love to drink, but also love to watch football, Quanxing has formed its own "team"! Wearing a yellow Quanxing jersey and holding a "majestic" flag, such a brilliant moment, I don't know that I thought it was the "World Cup"!
The full happiness at this moment is not only a bottle of wine, but also the life memory of a generation.
Third: The full prosperity of the defeat on the face of Chinese
As we all know, Quanxing Daqu has always taken the civilian route.
In the 1990s, the market economy arose, and the people's living standards improved significantly. The old cellar of Luzhou, which is also a famous wine in Sichuan, has successfully entered the high-end market with the national cellar 1573.
At this time, Quanxing panicked!
In order to have a high-end liquor that represents itself to compete with the old cellar in Luzhou,
In 2002, with the full support of Quanxing, Shuijingfang was released in a high profile.
This can make Quanxing Daqu happy and ruined, and he will do whatever it takes to get Shuijingfang out of the circle, but what he didn't expect was that this step would push himself into the abyss!
After foreign holding and a series of equity divisions, in 2010, Shuijingfang and Quanxing officially separated! Now, the Quanxing Daqu brand is also owned by Shanghai Sugar and Wine Group.
Fourth: How to fight the turnaround battle of Quanxing Daqu
On December 7, 2020, Quanxing, which had disappeared for a long time, once again entered the public's field of vision.
Quanxing, who returned from serving a sentence, held high the banner of "Xing Culture" and spared no effort to launch the 60/80 version of The Memory of the Era.
In just 40 days, it will light up 7 major liquor markets in Henan, Hebei and Tianjin.
Old Quanxing, back!
Quanxing's biggest dilemma at present is how to use brand value to gain public recognition. The behavior of rushing for quick success and quick profit is no longer advisable!
The five national wine appraisal conferences kicked off the prelude to the process of famous winemaking in China.
After 40 years of planned economy and 30 years of market economy, not only Quanxing is like this, but also the four famous wines Xifeng, the seventeen famous wines Baofeng, etc., have fallen on the enterprise restructuring or brand positioning. Towards the tide, the road to Chinese liquor has never been smooth.
But it is worth mentioning that as a famous Chinese wine, it did not lie flat on this, but deeply excavated the connotation of brand culture and fought a good round of turnaround battles!
Their comeback has also given confidence to many local famous wines, although the fame is not large, but the way forward, as long as you adhere to the quality bottom line, you will eventually see the glory of your own, why are the following 2 wineries not like this?
Jun Zhongyuan secretly hid wine
The development and competition of liquor is, in the final analysis, the development and competition of quality.
Winemakers have passed on the government, with the "heart of the craftsman" calmly brewing, from raw materials, cellars, crafts, storage, culture, etc., to form their own quality bottom line, is the former moutai factory director Li Xingfa's disciple.
Like Quanxing Daqu, because of the brand strategy mistakes, it failed to seize the opportunity of the times to do a good job in cultural publicity.
But the local people, as long as they talk about it, are full of praise. It is such a good wine that people have to taste it, open the lid to smell the fragrance, and the bad aroma bursts! Take a deep breath, the aroma of the fermented grain is refreshing!
Taste in the mouth, the sauce is rich, like a piece of melted chocolate, delicate and mellow, soft and smooth, the lower throat is not half spicy, the mouth is fragrant! Most importantly, no hangovers and no delay in getting to work the next day!
However, even if there is no sense of hangover, do not covet the cup, drinking is to enrich life, health is the most important.
Fenjiu blue flower
At this moment, when it comes to Fenjiu, it is estimated that many people will wonder, will the "Fen boss" still want to "revive"?
Yes, although the reputation of Fenjiu at this time is outstanding, it is still not as good as it was then.
Speaking of which, it is another sad story. Once Fenjiu was not only the four famous wines, but also the leader, and it was also present at the founding ceremony.
However, Fenjiu, which is also the "king of commoners", is also no liquor that can be officially selected into the high-end ranks, even if qinghua is not satisfactory.
It is worth learning that Fenjiu does not rush to make quick profits, but step by step, using quality to prove strength, the future is still promising!