On April 11, 2022, Xinhua News Agency, Weijiu, Yunjiu Toutiao and other platforms simultaneously launched the new upgrade conference of Shuijingfang Jingtai. The online conference with the theme of "Aesthetics in Wine, New Upgrade" attracted more than one million people to watch during the broadcast. Many people in the industry believe that in the "extraordinary period" of the postponement of spring sugar and the normalization of the industry's anti-epidemic, this conference has brought a sense of excitement to the industry.
Song Shuyu, chairman of the China Liquor Industry Association, delivered an online speech, Qin Shuyao, secretary general of the China Liquor Circulation Association, Guo Jianxin, vice president and executive secretary general of the Sichuan China Liquor Golden Triangle Liquor Industry Association, Chen Jifu, vice president, Wu Yadong, executive deputy secretary general, zeng Zuxun, Hu Yongsong, Hu Yiming, Zhang Wenwen, Lai Dengliang, Zhong Jie, famous experts in the liquor industry, attended the recording site of the press conference, and witnessed the "six more" quality and the upgrading of the aesthetics of wine brewed by the new generation of Jingtai "one single double fragrance and three plus" craft code.
Song Shuyu said that the current is the era of fine wine and beautiful life, with the continuous renewal of consumption upgrades, consumers have long ceased to be satisfied with the simple demands of appetite, and have put forward higher requirements for the quality, brand and taste of fine wine. Shuijingfang's new generation of well platforms is a new measure to create differentiated highlights in the fierce market competition with systematic and all-round upgrading.
Participants generally believe that the new generation of Well Terrace in Shuijingfang, which is "full of cultural self-confidence, surprise appearance and stunning wine body", is expected to open a new era of aesthetic consumption of liquor.
The "three major strengthening" process breakthroughs have created sub-high-end quality benchmarks
As the pioneering work of Shuijingfang, Shuijingfang Jingtai is a product that is remembered by the industry and the times. Why would such a product choose to upgrade at this point in time?
As Song Shuyu said, when a classic product is recognized in the market, it will be upgraded and iterated synchronously with consumers, forming a product and consumer with the times. The upgrade of the well platform takes the quality upgrade as the core, and at the same time cooperates with a set of actions such as aesthetic expression and packaging improvement, which is considered by the industry to be an all-round and keeping pace with the times.
Judging from the price announced at the press conference, the suggested retail price of 52° new generation well platform is 808 yuan and the suggested retail price of 38° is 768 yuan, aiming at the price band of 500-800 yuan, which is the most obvious market expansion. Zhou Yuanxin, chief marketing and innovation officer of Shuijingfang, said that the upgraded well platform is still cost-effective and is one of the high-end liquors worthy of consumers' preferential choice at this price point.
Where does Shuijingfang's confidence come from? It is based on "one unique double fragrance", through three major strengthening processes, brewing the "six more" quality.
Among them, Yi du shuangxiang refers to the unique "No. 1 flora" of Shuijingfang Ancient Cellar, and the seventh generation of Shuijingfang inheritors, Master Lai Dengliang, combined with the traditional brewing techniques of Shuijingfang, carried out the innovation of double fragrance technology, and coordinated the two types of aromas that are pleasing and sweet and the mellow fragrance of Titian after double distillation. This also achieves the high quality status of the classic well platform.
The "three plus" refers to the fact that the new generation of wells has innovatively strengthened the three major processes on the basis of the classic wells, so that the wine body has the quality of "six more". It includes: adding more long-term storage of old wine, on the basis of enhancing the fullness of the wine body and rich layering, more aged and softer; scientifically lengthening the fermentation time, promoting the large number of aromatic components in the high-quality waste, so that the aroma of the wine body is more mellow and thicker; strengthening the raw grain degreasing process, through the deformation of corn, removing excess fat, ensuring sufficient fermentation at the same time, reducing the content of miscellaneous substances in the original wine, making the tasting more refreshing.
In fact, before the official release, the "six more" quality of the new generation of Jingtai has been unanimously recognized by famous liquor experts, core distributors, and old friends of Jingtai.
At the expert appraisal meeting on March 16, the leaders and experts of the association attending the meeting spoke highly of the new generation of wells. Baijiu Taidou Zeng Zuxun believes that the upgraded well platform smells beautiful, mellow and sweet, "it is very interesting to achieve this degree." Li Dahe, a famous liquor expert, said bluntly that the cellar aroma, grain aroma and Chen xiang are well integrated, and the wine body is elegant, delicate, continuous and clean, "the upgrade is very successful." Baijiu expert Zhong Jie said, "The new generation of Jingtai is close to the elegance, pure taste and good signs pursued by current consumers." Wang Xinguo, president of the China Liquor Circulation Association, Guo Jianxin, vice president and executive secretary general of the Sichuan China Liquor Golden Triangle Liquor Association, and Chen Jifu, vice president of the industry association, also praised the new generation of Jingtai for showing its high-quality flavor level as a high-end liquor, "As a consumer, I am also very willing to buy."
After tasting the new generation of Jingtai, The old friends of Jingtai and the core distributors of Shuijingfang also praised the quality of "Six More", and they generally believe that the upgraded new generation of Jingtai not only enhances the scarcity and sense of value of the wine, but also meets the requirements of consumers for taste comfort and after-drinking signs, and is expected to become the "quality benchmark" of sub-high-end fragrant liquor.
Zhu Zhenhao, CEO of Shuijingfang, said, "Since the three major strategies of 'brand high-end, product innovation and upgrading, and marketing breakthrough' were proposed last year, the upgrading of the well platform is an important milestone. Shuijingfang launched the well platform 22 years ago, creating history, and I believe that the breakthrough and innovation in the quality of the new generation of well platform will create history again. ”
In this regard, Cai Xuefei, a marketer in the liquor industry, commented that when the industry is still taking the sub-high-end liquor market as an opportunity, Shuijingfang has been redefining the standard of famous wine in this price band.
"No. 1 flora" empowers and continuously escorts quality upgrades
On the day of the event, the research results of the first phase of the "No. 1 microbiota" scientific research carried out by Shuijingfang in cooperation with the Institute of Microbiology of the Chinese Academy of Sciences were also announced at the same time as the release of the new generation of well platforms.
According to Bai Fengyan, a researcher at the Institute of Microbiology of the Chinese Academy of Sciences, after preliminary research, the stage conclusion was drawn that the microbiota in the mud of the ancient cellar of Shuijingfang was diverse, ecologically stable, rich in fragrant microorganisms, and a wide variety of unknown bacteria. The study confirmed the uniqueness of the microbiome of Shuijingfang ancient cellar mud: there are nearly 20 new bacterial species that have not yet been reported; compared with Yibin and Luzhou production areas, there are 16 unique bacterial taxa and 2 unique ancient fungal taxa in Shuijingfang ancient cellar mud.
Based on the above research conclusions, Qin Shuyao, secretary general of the China Liquor Circulation Association, Hu Yongsong, professor of Sichuan University and famous liquor expert, Zhang Wenwen, dean of the Baijiu College of Jinjiang College of Sichuan University, Hu Yiming and Zhong Jie, famous liquor experts, and Lin Dong, the eighth generation inheritor of Shuijingfang liquor inheritance and brewing technology, conducted discussions.
In the view of Hu Yongsong and Zhang Wenwen, regional ecological resources, raw and auxiliary materials, processes, storage and other factors will have an impact on the taste and flavor of liquor, but the most important of them is microorganisms. "We say that people are brewing masters, but what really works is the microorganism, for these microorganisms, we set certain conditions with it, that is, the brewing process, it is the unique process of Shuijingfang that gives the 'No. 1 flora' conditions, so that it can exert its potential." Zhang Wenwen added.
Studies have shown that the shuijingfang ancient cellar mud contains a large number of bacterial groups and ancient fungal taxa, and it is the synergistic effect of these bacteria that forms an aromatic substance, which constitutes the sweet and moist taste and rich aroma level of Shuijingfang wine. Hu Yiming praised the "No. 1 flora" and believed that its "structure is very reasonable and the content is very rich, so it has formed a unique style of Shuijingfang wine that is fragrant, mellow, mellow, and the aroma is balanced and coordinated." ”
The scientific research on the "No. 1 flora" was highly praised by the participating experts. Zhong Jie said frankly: "How to present the scientific research results of Chinese liquor to consumers and let consumers establish the ability of products is what the industry should think about and do together." And the research on the No. 1 bacteria carried out by Shuijingfang is precisely "to build a system to do such a thing." ”
Hu Yongsong discussed on this basis: "Shuijingfang has grasped the foundation of 'No. 1 flora' and has made a good start, hoping that on the basis of this result research, the cellar mud rich in 'No. 1 flora' will be gradually expanded and cultivated, and then how to better upgrade the products of Shuijingfang with experiments such as caproic acid bacteria and methane bacteria that have been known." ”
For the future application of the research results of the "No. 1 microcete", experts are full of expectations, and this expectation has also been summarized by Hu Yiming as a sonorous and powerful paragraph: "The 'No. 1 flora' has a very large role in the high-quality development of Shuijingfang, so that Shuijingfang should consider how to better expand and cultivate the No. 1 microflora by inoculating into some younger and newer cellars, so that it also has the same ability to produce high-quality, high-grade and excellent flavor wines as the old cellars." In addition, what is the mystery of the synergistic relationship between the 'No. 1 microbiota' and the unique brewing art of Shuijingfang, and how to better transform the scientific research results into productivity, which is also what the whole industry is looking forward to seeing. ”
In fact, the quality upgrade of the well platform also stems from the foundation building of the No. 1 microflora. It is the rich fragrance produced by the metabolism of the No. 1 flora, which lays the classic quality of the well platform; and through the study of the No. 1 flora, it also allows Shuijingfang to fully understand the habits and characteristics of the No. 1 fungus, combined with the corresponding technology, raw materials, storage and other process adjustments, so that the role of the No. 1 microflora in the fermentation and incense process plays a greater role. In the future, with the continuous empowerment of the scientific research of no. 1 microflora, the quality improvement of Shuijingfang Well Platform will continue to expand upwards.
Aesthetics in wine and national ball IP blessing to help a better life
In this release, "beauty" is the keyword that appears most frequently.
Zhou Yuanxin said, "The new upgrade is not only an upgrade of the product, but also a new upgrade of the concept of aesthetics in wine. This is a new generation of classics, dedicated to a very different era. ”
Judging from the main picture released by the new generation of Jingtai and the rich meaning of the new packaging, the aesthetics in wine come from inheritance and innovation, and the new generation of Jingtai is the "technical artwork" that the master brewers of Shuijingfang have devoted their efforts to shaping in inheritance and innovation.
Zhou Yuanxin introduced that each winemaker in the picture is not only the inheritor of the skills of Shuijingfang, but also the "aesthetic master" in the wine, they stick to Shuijingfang, constantly pursuing innovation and ultimate quality, and this spirit also accompanies them and their masterpiece "New Generation Jingtai" to a new realm of aesthetics and quality.
Aesthetic upgrading is also reflected in the packaging upgrade of the new generation of jingtai, the cutting-edge packaging material new process three-dimensional holographic presents the Tianfu Treasure Land mountain and river style, highlighting the iteration of aesthetics, the bottle bottom renewal painting drawing, etc. also reflects the story of Shuijingfang inheritance and innovation.
At the press conference, Shuijingfang also announced that Shuijingfang has become the top global partner of WTT World Table Tennis Federation, empowering a new generation of Jingtai with the top "national ball" IP, relying on table tennis with a national foundation to complete the in-depth penetration of the target group, so that the aesthetics of wine can be truly linked to the good life of Chinese consumers.
Table tennis is known as the "national ball", and like Shuijingfang, it is passed on by successive masters, continuous inheritance and innovation, and progress and transcendence in the strict pursuit of details. Both convey a confident and inclusive Chinese culture, and both require only a table to enhance their emotional friendship. WTT World Table Tennis Federation regards Shuijingfang as the world's top partner, which is also the latter's long-term contribution to promoting the development of sports, as well as the widely recognized brand value at home and abroad, and will penetrate into the cultural identity of consumers, and convey the attitude of life and spiritual beauty of daring to fight and surpass.
Matthew Pound, Managing Director of WTT, said: "I am very pleased that Shuijingfang has become the top global partner of WTT World Table Tennis Federation, which is a cooperation full of expectations and surprises, and I believe that Shuijingfang will continue to promote the development of table tennis together with WTT World Table Tennis Federation and table tennis enthusiasts, and convey China's table tennis culture and sportsmanship to the world." ”
It is understood that starting from April 10, the newly upgraded Shuijingfang Jingtai will launch the "World Table Tennis Federation Grand Slam Gift 'Code' Win" activity, consumers can win the new generation of Shuijingfang Jingtai, prizes include the World Table Tennis Professional League (WTT) theme double tour, WTT Shuijingfang souvenirs, a new generation of Jingtai wine tasting and WeChat red envelopes and other prizes.
In the view of the Shuijingfang partners attending the meeting, the new generation of Shuijingfang's well platform has been upgraded in a stunning way, which is indeed a proud "Tianfu masterpiece". It is a key step for Shuijingfang to steadily promote the high-end strategy and meet the needs of target consumer groups. With the upgraded better wine body and more exquisite packaging and the empowerment of top IP, the new generation of wells has a stronger penetration of the target population, and is expected to form a breakthrough in the sub-high-end price band and become a new generation of classics.