"Together, share the wealth". On January 18, Fenggu Wine held the 2021 annual brand operation summary and commendation meeting in Mian. Lu Zhongming, deputy secretary of the party committee and general manager of Fenggu Liquor Company, Li Wenping, deputy general manager and general manager of Jufu Company, and representatives of brand operators attended the meeting.
In the speech, around the operation and development of the Fenggu series brand, Lu Zhongming made in-depth analysis and guidance.
When reviewing the annual operation and development of the enterprise, Lu Zhongming pointed out that 2021 is the year when the company's "14th Five-Year Plan" and "3355" development plans are opened, and it is also a key year for the transformation and upgrading of Fenggu Wine's high-quality development. The company firmly grasps the new ecology of the industry and the new trend of consumption, takes "the liquor brand that understands consumers" as the corporate vision, takes the business idea of "adjusting the structure, strong transformation and promoting growth", and focuses on the "1265" business strategy in the sales sector, mainly in the four aspects of achieving new breakthroughs in marketing indicators, new product structure improvement, brand value to a new height, and the market pattern presenting a new situation.
The annual marketing performance increased by 41.13% year-on-year, and the operating profit increased by 157.22% year-on-year. Among them, sub-high-end products accounted for 43.96%, an increase of 7.6 percentage points year-on-year. Overall, high-end products increased by 43.1% year-on-year, Wine King products increased by 75.2% year-on-year, special qu products increased by 70.2% year-on-year, and series operating brands increased by 50.28% year-on-year. The annual brand value increased by 15.27% year-on-year, and the national market achieved both horizontal and vertical development.
In summarizing and analyzing the development of operating brands, Lu Zhongming pointed out that from the number of existing operating brand merchants and product bar code market data, the existing operating brands mainly have low sales, large gap in share, insufficient consumer cultivation, weak brand awareness, excessive concentration of sales areas, excessive concentration of product prices, new retail thinking and other issues, the need for brand operators, when creating brands, we must do a good job in market research, product design, brand positioning, and have a foothold in Sichuan. Towards a national market development plan.
When talking about how to operate the brand, Lu Zhongming pointed out that it is necessary to recognize the situation, grasp the trend, and follow the trend. It is necessary to fully understand the current macroeconomic development situation of shrinking demand, supply impact, and weak expectations, fully understand the imminent implementation of new national standards such as "Liquor Industry Terminology", and the impact of capital and consumer markets brought about by the cold and hot sauce wine; we must fully recognize the new trends and new characteristics of the liquor industry's consumption upgrading, brand concentration, category diversification, and consumption circle; we must fully recognize the new trend of high-end, quality, branding, regionalization, flattening, and content-based industry consumption development in today's industry, and timely combine macroeconomic development. The characteristics of industry development, strive to do a good job in brand and market positioning, promote product market sales, and strive to be the first national operation of Fenggu big brand.
Combined with the company's 2022 "1236" market construction strategy (that is, to build a new pattern, strengthen two adherences, promote three optimizations, and focus on six major projects), Lu Zhongming hopes that brand operators will focus on quality, brand and culture to seize the needs of the current consumer health consumption era of drinking less and drinking better, and conquer more new consumer groups, conquer more target markets outside the province, and expand their respective brands and undertakings with the characteristics of aroma, taste and body quality of Fenggu products. Share the development dividends of Toyo valley.
When Li Wenping sincerely thanked and warmly welcomed the brand operators, he comprehensively reviewed the high-growth development trend presented by Jufu Company in the "six major" sales sectors since its establishment one year ago. In 2021, Jufu successfully achieved a 66% year-on-year increase in sales performance, of which the operating brand increased by 50.28% year-on-year. The series of operation brands successfully went out of Sichuan and began to face the whole country, and the thousand-level brands began to be born and increased continuously, and opened intensive cultivation and development in Hebei, Henan, Jiangsu, Tianjin, Shandong and other markets outside the province, all of which handed over the perfect annual answer sheet.
When planning his work in 2022, Li Wenping pointed out that what is a brand, brand is a professional symbol, spiritual symbol, value concept, quality embodiment, products that can attract consumers and establish brand loyalty. Cultivate big businessmen and create brands. In 2022, Jufu Company will take market sales volume as the main assessment indicator, increase the strength of the superior and inferior, give more high-quality brand operators the right, incubate, cultivate and help more high-quality brand operators to go out of Sichuan and go to the whole country, grow together with the new and developed Fenggu brand, share market dividends and share development wealth.
At the meeting, the representatives of brand operators spoke freely and offered suggestions for the national development of the brand. Qi Lijun and Chen Chunxu respectively made a summary of brand operation sales targets in 2022, hierarchical management of operators, requirements for newly joined brand operators, key matters, introduction of incubation projects and analysis of brand operation and sales data in 2021.
The meeting also solemnly commended sichuan neighbor Yijiu, Chengdu Shengruitong, Sichuan Tianyou Xiangrun and other brand operators who won the annual outstanding performance award, the annual single product sales award, the annual single product breakthrough award, the market behavior award, the new product promotion award, the marketing creativity award, and the brand operator who won the 2-4 quarter sales award.