Text / Lee Sen
See the micro-knowledge, identify the real work
After reaching a strategic cooperation with Renhuai veteran wine company Huaizhuang, Zhengong sauce wine, "airborne" industry. The quality strength, brand positioning and spiritual core of "Zhengong" are presented for the first time, which is also a positive signal released from the core production area of Renhuai after the sauce wine enters the stage of rational growth - the long rising cycle of the sauce wine category is still full of certainty.
In order to let participants perceive the innocence of a bottle of good sauce wine, Zhengong Sauce Wine will hold an expert tasting meeting in the steaming winemaking workshop, which conveys full quality confidence and symbolizes the brand's spirit of truth-seeking. Under the gaze of relevant government officials, industry experts, association leaders, media representatives from all walks of life, and ordinary brewers, a new journey began.
With the concept of "heavy doctrine", Zhengong sauce wine has considerable high-quality production capacity and aging wine resources, and its new zhengong craft brewing has also been praised by the industry's top experts. The production capacity and quality are complete, so that the real worker has obtained two key "tickets" for the entering sauce and wine category track.
At the same time, in the open and honest exchange and sharing, Lu Tong, chairman and president of Zhengong Liquor, and Zhengong Sauce Wine, threw out a new suspense for us, that is, a bold imagination based on aesthetic expression and perceptual experience, which is an important carrier of "True Work" in Zhengong Sauce Wine, and is also a huge picture waiting to be filled with creative, spiritual, value, cultural and other elements.
This also means that Zhengong Sauce Wine will have a unique brand language in deepening the market, shaping brand personality and cultivating core consumer groups, and all of this is an important key for Zhengong Sauce Wine to enter the mainstream competition belt of Chinese liquor and use the advantage of being a latecomer to open the door to success.
Enter the game strongly with key "tickets"
True craftsmanship and craft brewing conquer the expert group
"Value model" is a comprehensive assessment, from taste to vision, from perception to interaction, from performance to scale, it tests the ability of a brand or a product to continue to create surprises and satisfaction, and value-added price and quality experience is the premise of all value.
The pricing of 480 yuan / bottle, the market range with great expansion value, and the "real kung fu" that has been given from the inside to the outside, all make the real work and craft brewing dark horse that has just appeared full of feeling, after all, in the sauce and wine market at this stage, the real work is obviously prepared.
As we mentioned before, the scale of production capacity and the reserve of old wine, as well as the outstanding quality, are the key tickets to the sauce wine arena, and when The real worker reaches a deep strategic cooperation with Huaizhuang of the "three platforms and one village" in Maotai Town, it means that two tickets are in hand. Nearly 40 years of market reputation and heritage have provided sufficient credibility for the product concept to be transmitted by Zhengong and Craft Brewing, and also eliminated the communication links related to the production area, heritage and quality.
In the expert appraisal session on the day of the strategy conference, Huang Ping, chairman of the Guizhou Provincial Brewing Industry Association and secretary general of the Guizhou Liquor Expert Committee, Li Qishu, the first master brewer in Guizhou, Lu Yunhuai, president of the Zunyi (Renhuai City) Liquor Industry Association, as well as Chen Mengqiang, Chen Xingxi, Feng Xiaoning, Wang Zhaoliang, Cai Tianhong, Xu Xingjiang, Qu Wu and many other well-known experts came to the scene to jointly unveil the quality of real craftsmanship and craft brewing for us.
In the end, Zhengong Craft Brewing obtained the results of the expert comprehensive evaluation of "yellowish transparent, significant sauce aroma, comfortable aging, alcohol and coordination, long aftertaste, long empty cup fragrance, and typical style of Daqu sauce wine", which is naturally very competitive for a sub-high-end sauce wine product, and can also match the core of its "craft brewing".
In addition, in the expert group that pays attention to Zhengong sauce wine, there are two old experts, Baijiu Taidou Gao Jingyan and Liang Bangchang, who congratulated through video and gave full recognition to this new product after tasting Zhengong craft brewing, which further shows that Zhengong Sauce Wine firmly practices the commitment of quality and creating cost-effective products.
"Sixty thousand red tassels of glutinous sorghum, five hundred milliliters of sauce wine."
This sentence engraved on the outer box and bottle of Zhengong craft brewing is actually the basic principle of every bottle of good sauce wine, between 60,000 and 500, covering the craftsmanship of the winemaker, and also conveying the dedication of the wine seller.
The sincere attitude and exquisite design of Zhengong Craft Brewing allow every consumer who touches Zhengong Sauce Wine to forget the real price of the product in the immersive experience and obtain a higher level of satisfaction beyond the drinking experience.
Therefore, let us turn our attention to another side and glimpse the new dimension and new space of Zhengong sauce wine that is different from other sauce wine brands.
Hold on to another key
From beauty and truth, from truth to the future
"Presenting the truth" and "perceiving the truth" have always been the tacit understanding that many liquor companies and brands have tried to establish with consumers, and this exploration attempt has never stopped.
In fact, the "truth" of baijiu is very clear, its soul and shape originate from crops such as sorghum, and it is tempered into a passionate and unrestrained jade liquid by the hands of craftsmen and the skills passed down from generation to generation, during which the terroir with distinctive characteristics and the invisible microbial flora give it a unique taste experience.
Every process of the birth of baijiu is full of interaction with real space and real skills, and it is also the product of the joint action of these elements. Under the influence of the new competitive environment and consumption trends, beauty and truth began to show more frequent interaction, this process is the interactive growth and improvement of people and wine, and this process will also be the surprise that Zhengong sauce wine will soon present to the industry.
The interpretation of the brand spirit of Zhengong Sauce Wine can find many wonderful contents in product design.
In the cognition of Zhang Xiaoming, a famous liquor packaging design master and chief designer of Zhengong, "design is an expression of relationship", and liquor has always been the best medium for connecting people-to-people relations, but a liquor product with excellent design language and expression connotation can turn "tandem" into "sublimation".
In Zhang Xiaoming's view, presenting the taste from the outside in, showing the real and unpretentious products is his original design intention, in the real work and craft brewing, you can see the truth of people, the truth of things, the truth of things, its birth, reflects a process and spirit.
For example, in the visual presentation of products, True Craftsmanship conveys many elements of "mountain". The mountain, which allows people with ideals and beliefs to climb hard, is a kind of guidance and coordinates; the mountain, because of its height and vision, can make more people look at the distance, which is also a reward for those who successfully climb the summit.
The birth of a bottle of sauce wine is itself a legendary journey, and in the process of figurating this experience and cognition, Zhengong sauce wine has also quietly integrated Into Lutong's perception of the past 20 years of wine industry. It can be said that true craftsmanship and craft brewing are the products of sauce brewers, brand creators, product designers and future consumers who fully communicate in different time and space and dimensions, and reach a tacit understanding.
In the initiative of "Going to the Era of Aesthetics" launched by Sugar and Wine Express, there is such a passage: "This is an era of expression, every person, every brand, every production, every consumption, has become an emotion, an attitude, a spirit, an expression of faith." ”
And the liquor of the aesthetic era is not only the rational interweaving and meaning superposition of products, functions, designs and advertisements, but also the fusion of feelings beyond rationality and the purity of love, so under the cognition and resonance, a kind of beauty of ingenuity, taste and texture belonging to zhengong sauce wine appears in front of our eyes.
"Yumi and Zhen, Yuzhen and future", this is the key held by Zhengong Sauce Wine, behind the door it wants to open, perhaps the space that the sauce wine brand has never touched in the past, how can this not make people look forward to it.
Source | Sugar & Wine Newsletter (ID:tjkx99)