Text| Wine Review Content Center Zhou Qin
Since the "sauce wine craze" in 2018, Sauce Xiang Baijiu has been a constant topic and controversial, because it accounts for nearly half of the profits of Chinese baijiu with a very small output, and many companies see business opportunities. In the face of the hot sauce wine category, how should sauce wine companies seize the opportunity? In the face of the rational return of sauce wine, how to break through and grow into a new force of Chinese sauce wine? On November 11, at the "Smell and Know Wine - 2022 China Baijiu Aroma Science Exhibition and Conference" held in Chengdu Century City New International Convention and Exhibition Center during the 106th National Sugar and Wine Fair, Li Di, deputy general manager of Guizhou Guotai Liquor Sales Co., Ltd., put forward his own views on the above problems.
Li Di believes that as a wine industry, it is necessary to look at the wine industry from a long-term historical perspective, deeply grasp the essence of the industry, strengthen the confidence of the industry, category confidence and enterprise confidence, and strengthen the historical initiative and action consciousness of high-quality development.
First of all, we must firmly believe that baijiu is still a good industry. Baijiu has the long-term nature of development, the sustainability of value, the compatibility of connotation, the wide range of people, the high frequency of consumption, and the resilience to pressure. Compared with other industry horizontals, the 6 characteristics of baijiu make baijiu sales easier.
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Secondly, sauce wine is still a good category. With Moutai leading the way, coupled with changes in consumer trends, sauce wine is still the choice of most people. In addition, soy wine has long-term scarcity and relatively high-end properties. As far as the long-term cyclicality of the national liquor industry is concerned, there is still a lot of room for the development and growth of sauce wine.
"Although sauce wine is still a good category, the development of things is never smooth sailing and straight up, it must also follow the law of wave progress and spiral up." Li Di pointed out that from the perspective of the law of industrial development, sauce wine has gradually changed from industry heat, manufacturer heat, and distributor heat to consumer heat conduction, and from category potential energy driven development to brand competition. Therefore, it has become inevitable that sauce wine will shift from the vigorous investment promotion development to the consumer-centered intensive brand competition. From the perspective of actual conditions, Guizhou sauce wine is basically positioned in the middle and high-end, most of which belong to growth brands, and the cultivation of consumers is inseparable from continuous tasting. From the perspective of the law of social development and economic law, the consumption trend of drinking less alcohol and drinking good wine continues to strengthen. "Guizhou wine is recognized as a good wine, coupled with the joint efforts of sauce enterprises, the consumer group that recognizes and pursues good sauce wine is expanding."
At the beginning of November this year, Guotai Liquor ranked third in Guizhou liquor and tenth in China liquor with a brand value of 151.55 billion yuan. In the period when the new era calls for new famous wines and the new era achieves new famous wines, Guotai is firmly promoting the process of building new famous wines in China.
So how does Guotai plan to establish the connotation system of China's new famous wine and become one of the famous Chinese wines? Li Di pointed out at the scene that it is necessary to start from the following points:
1. Adhere to concept innovation and strive to create a good industrial ecology.
2. Adhere to digital innovation and application, and strive to build an intelligent brewing system.
3. Adhere to scientific and technological innovation and strive to promote industry upgrading.
4. Adhere to health orientation and strive to deliver a new trend of healthy and civilized drinking.
5. Adhere to cultural innovation and strive to spread wine culture in the new era.
6. Adhere to model innovation and lead high-quality development.
7. Adhere to the linkage of industrial chain and value chain, and strive to build a good business ecology.
8. Strengthen the humanistic spirit and promote the improvement of the civilization level and social image of the industry.
9. Shoulder social responsibilities and devote themselves to the new journey of rural revitalization, common prosperity and great rejuvenation.
From "Guizhou Guotai Wine and Sauce New Leader" to "Big Country Sauce Fragrance and National Taiwan Pilot", the brand image of high-end sauce wine in Guotai has long been deeply rooted in the hearts of the people. In the new era, Guotai is based on the new era, judging the trend, self-confidence and self-improvement, keeping the right innovation, crossing the cycle, and creating certainty and high-quality development in uncertainty. We also believe that the future of Guotai will be better, the tomorrow of Guizhou wine will be better, and the tomorrow of China's wine industry will be better.