"Where is the restaurant?" The shepherd boy refers to the apricot blossom village. "The famous poems written by the Tang Dynasty poet Du Mu made Shanxi Xinghua Village and Fenjiu famous.
The long history and culture is the "fertile soil" for the growth of the Fenjiu brand, and continues to nourish the brand value of fragrant liquor. Today's Xinghua Village is not only the location of the Fenjiu Group, but also the ruins of Xinghua Village, the Fenjiu Old Workshop Museum, the Fenjiu Culture Museum, etc., but also comprehensively shows the winemaking history of Xinghua Village and the style of Chinese wine culture.
With the upgrading of consumption and the intensification of competition in the liquor industry, how to make the brand value of Fenjiu enduring has become a problem that Fenjiu people continue to ponder.
Innovation is the key to the continuation of the liquor brand, "Fenjiu is because it is old enough, but it is particularly dare to innovate", it is to continuously improve brewing technology, polish new products with quality, enrich the product matrix, go international and other measures, for the historical brand of Fenjiu continue to inject new vitality, to achieve the acceleration of the revival of Fenjiu.
▲A scene of Fenjiu Group. Screenshot of the public account of Fenjiu Group
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Old brands tell new stories
Turning over the historical veil of Fenjiu, this fine wine with a brewing history of 6,000 years is like writing a history of Chinese liquor.
Shanxi Fenjiu is a typical representative of the mainland's fragrant liquor. Xinghua Village is very rich in wine cultural resources, and the earliest wine utensils unearthed in China come from the small-mouth pointed urn at the site of Xinghua Village. With the footsteps of Jin Shang, the liquor brewing process of Xinghua Village was widely disseminated, laying the basic pattern of Chinese liquor. In 1915, Fenjiu won the highest class first class medal at the "Panama Pacific Exposition" in San Francisco for its excellent quality.
For more than 100 years, Fenjiu has been making steady progress. According to Shanxi Fenjiu, after the founding of New China, Fenjiu won the title of "National Famous Wine" at the National Wine Appraisal Conference five times. Fenjiu has also created a number of "firsts" in the history of the development of new Chinese liquor: forming the first brand system of China's liquor industry, holding the first registered trademark of China's liquor industry, the first enterprise to integrate practical scientific research into China's liquor industry, and the first to realize the listing of liquor companies... In addition, in 2006, the Fenjiu Old Workshop was promulgated by the State Council as a national key cultural relics protection unit, and in 2012, it was included in the preliminary list of world cultural heritage.
▲ Fenjiu old workshop. Courtesy of the enterprise
Nowadays, Shanxi Fenjiu, which has three well-known trademarks in China, "Fen", "Zhuyeqing" and "Xinghua Village", continues to use the power of science and technology to tell new stories of fashion, science and technology and internationalization.
In terms of brewing technology, Shanxi Fenjiu adopts ancient brewing and intelligent production in parallel, and at the same time promotes the use of new energy and new technologies to ensure that the production process and production park are green and low-carbon. In 2021, Fenjiu also signed strategic cooperation agreements with China Resources Entrepreneurship and Huawei Technologies Co., Ltd. to carry out in-depth cooperation in the fields of informatization, digitalization, and intelligence, further accelerating the digital transformation process of Fenjiu and boosting the high-quality development of enterprises.
Maintaining the vitality of the brand requires continuous innovation in inheritance and development in innovation. During this year's Spring Festival, the Fenjiu pop-up shop with the theme of "China Fenjiu Enjoy the World" debuted at the Riyue Square Duty Free Shop in Haikou City, Hainan Province, attracting the participation of many domestic and foreign consumers through a variety of new liquor games, and transmitting a more trendy and more diversified Fenjiu culture to the world.
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Cultural empowerment makes brands "come alive"
If the accumulation of history has laid a solid foundation for brand value, the "revitalization" of traditional culture has injected fresh blood into the brand. Only by fully exploring the rich connotation of wine culture inheritance can China's time-honored brands flourish for a long time.
Shanxi has a profound cultural heritage, and old buildings and old utensils bring diverse cultural heritage to Fenjiu. "Living culture" has become an important label of Shanxi Fenjiu, and "The soul of Chinese wine is the soul of living" is also a new strategic positioning of the enterprise. In the view of Shanxi Fenjiu, the realization of cultural "revitalization" is an important starting point for enhancing brand value, and it is necessary to further empower marketing with culture and transform the profound cultural connotation into brand value and market competitiveness.
▲Qinghuafen wine. Courtesy of the enterprise
In 2021, Fenjiu launched two heavyweight new products, namely Qinghuafen Wine 40 · Chinese Dragon and "Sino-Georgian Joint Wine", both of which have profound cultural heritage and are also the results of the exploration of cultural "coming alive". Among them, Qinghua 40 China Dragon conforms to the trend of new national style, which is a "new inheritance" of Qinghuafen wine, and a "new expression" of self-confidence in Fenjiu culture. At the Fourth CIIE held in 2021, the "Sino-Georgian Joint Wine" jointly launched by Shanxi Fenjiu and Georgia has become an exploration to spread the Chinese Fenjiu culture to the world.
In the process of promoting the "living culture", Shanxi Fenjiu also empowers the brand value and height with the culture of "living up" by displaying traditional brewing techniques, disseminating the mysteries of the microecology of Fenjiu, and forming rich research results of liquor culture, and enriches the multi-level brand experience of "considerable", "audible", "perceptible", "palpable" and "tasteable".
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Shoulder the heavy responsibility of the revival of Fenjiu
Looking back at the development of Shanxi Fenjiu in recent years, the industry often uses "Fenjiu speed" to describe.
The data shows that in 2021, listed companies achieved revenue of 19.971 billion yuan, an increase of 42.75% year-on-year; net profit of 5.314 billion yuan, an increase of 72.56% year-on-year. This means that listed companies will enter the revenue threshold of 20 billion yuan after breaking through the 10 billion yuan revenue in 2019 with 11.893 billion yuan, and the net profit has achieved the highest growth rate in the past 5 years.
Looking at the entire liquor market, in the pattern of "clear, thick and sauce", there is still a lot of room for the improvement of the fragrance market. Shanxi Fenjiu also realized that as a representative of fragrant liquor, in the environment of brand concentration and survival of the fittest, only by accelerating can we become stronger and bigger brands faster, enhance market competitiveness, and lead the development of the entire fragrance category.
Behind the acceleration of running, it is inseparable from the casting of product quality and the recognition of consumers. In fact, in recent years, Shanxi Fenjiu has continued to exert efforts to inherit and adhere to the quality level, and at the same time boost the nationalization process with a rich product matrix. Among them, in 2021, Fenjiu will take the product strategy of "grasping Qinghua, strong waist, and stabilizing Bofen", take Qinghuafen Liquor 20 as the main quantity product, raise the price of Qinghuafen Liquor 30, store the high-end market, and launch the Qinghuafen Liquor 30 Revival Edition to help occupy the price band of 1,000 yuan. In addition, Fenjiu promotes the nationalization process through Bofen, focusing on Qinghuafen Wine, Xinghua Village and Bamboo Leaf Green, and multi-brand coordinated development.
In the face of new opportunities under the new development pattern, how can Fenjiu better build its corporate brand to achieve high-quality development? Yuan Qingmao, secretary of the party committee and chairman of the board of directors of Fenjiu, said that the brand building of the enterprise has two important supports, one is quality, and the other is culture. On the one hand, it is necessary to implement the "ingenuity spirit project" in the core links of product creation, establish the orientation of ingenuity and employment, and effectively promote the adherence, inheritance and development of the spirit of ingenuity of Fenjiu. On the other hand, it is necessary to implement the "science and technology empowerment project" of the product from the level of the whole industry chain, through the establishment of a market-oriented, in-depth integration of production, education and research technology innovation system, the use of the live big data platform, to achieve data guidance for all aspects of production, supply and marketing, we can promote the continuous optimization of products, and ultimately reflect in the brand value.
Quality determines the depth and thickness of the brand, and culture determines the height and temperature of the brand. Yuan Qingmao said that in the brand building of Fenjiu, culture has an irreplaceable core advantage. First of all, we must "dig deep" to excavate the long history and culture of Fenjiu, so that the abstract culture becomes flesh and blood, fresh and perceptible; secondly, "revitalization", by enhancing the sustainability and accumulation of the Fenjiu cultural brand, in a more contemporary way to open, let the Fenjiu culture truly "live" up, and further strengthen consumers' cognition of the brand.
Text/Qin Shengnan
Duty Editor Kang Hee-hee