Liu Miao and Lin Feng joined hands with the official announcement, and the new strategic product "1952" of Luzhou Laojiao was exposed...

Today (October 8) evening, a poster about the new spy photos of the old cellar in Luzhou was screened in the circle of friends. At the same time, the micro wine reporter also learned that Liu Miao, secretary of the party committee and chairman of Luzhou Laojiao Co., Ltd., Lin Feng, deputy secretary of the party committee and general manager of Luzhou Laojiao Co., Ltd., and other senior management teams forwarded this news.

First of all, in addition to the "silhouette" of the new product, the poster also revealed three key points of information: first, Luzhou Laojiao is about to launch a strategic new product, the time is October 17; second, the keyword of the new product is "1952"; third, the theme matching the new product is "The Classic of the Times, Tribute to the Creation".

It is worth noting that Liu Miao also accompanied a paragraph when forwarding the poster: "5 consecutive Chinese famous wines, 24 generations of ingenuity inheritance, 70 years of fragrant leadership, standing on the 70 years of historical glory of Chinese famous wines, Luzhou old cellar people will open a new historical chapter, achieve development from quantitative change to qualitative change of development leap, and create a new era of famous wine"!

Lin Feng also wrote in the caption of the circle of friends: "Let the brand value and revenue volume return to the status of China's famous wine, reshape the top three patterns of Chinese liquor brands, and achieve the strategic goal of the comprehensive rejuvenation of the Luzhou Laojiao brand!" It's my high hopes for this product! ”

From this point of view, the upcoming "1952" released by Luzhou Laojiao carries an important strategic mission.

"Judging from the situation that Liu Miao and Lin Feng have created momentum for this new product, '1952' is a strategic new product in terms of positioning." In the eyes of industry insiders, the last time Lin Feng officially announced the new product in the circle of friends was the "highlight" of the "third curve" known as the "third curve" of Luzhou Laojiao, which was released and listed on October 24 last year. And this time, it is the "Miao Feng" combination that joins hands with the official announcement.

After the poster was issued, it quickly attracted the attention of people in the industry. Among them, there are two hot topics: one is about the product name "1952"; the other is about the positioning of the product.

For the former, a senior observer of the industry said: "From the perspective of the industry, '1952' has a rich connotation, the first national wine appraisal meeting was held in 1952, and Luzhou Laojiao was also awarded the title of China's 'four famous wines' at the first national appraisal meeting, which also opened the era of liquor aroma division." From this point of view, whether it is for Chinese liquor brands or liquor consumers, 1952 is a very important historical node. Therefore, the theme of this poster uses keywords such as 'classic' and 'pioneering' in fact, which is very consistent with the historical connotation of the new product. ”

For the latter, there are two main speculations in the industry: from the perspective of the company's attention, some dealers think that this is a high-end product; from the existing large single product matrix of Luzhou Laojiao, some dealers feel that this should be a sub-high-end product positioning.

From the current point of view, Luzhou old cellar in the price of more than 1000 yuan with the national cellar 1573, and the growth momentum is very strong; in the mass products only launched the "tower base" strategic new product "black cover"; because the high-end national cellar 1573 stands above the thousand yuan, the price space has also been greatly expanded, Luzhou old cellar special qu, a hundred years luzhou old cellar age wine, gao guang is still at the price of 300-700 yuan to force, seven hundred yuan to one thousand yuan price segment also need strategic products to "make up".

In addition, from the perspective of market strategic opportunities, the price range of 700 to 1000 yuan is also in the stage of rising volume and price. On the one hand, the consumption of 600-700 yuan is rising, and famous wine companies have been laid out; on the other hand, many institutions predict that the capacity of this price band will have 3 times the room for growth in the future. In summary, "1952" is most likely the crowning work of the Luzhou Old Cellar series.

Some industry observers pointed out that from the brand level, the launch of this new product may have unusual symbolic significance. From 1952 to 2021, China's famous wine has gone through 70 years. At this node, Luzhou Laojiao launched this "1952" not only pays tribute to the historical events of the industry, but also sends a signal to accelerate the "rejuvenation" of the Luzhou Laojiao brand.

A few days ago, the Luzhou Laojiao equity incentive plan landed, and 521 people, including directors, executives and core backbone talents, were incentivized. From the perspective of industry experience, the equity incentive plan can greatly stimulate the vitality and enthusiasm of employees, meet the current competitive needs, and is also the enterprise development needs of Luzhou Laojiao.

As early as the annual dealer conference held in mid-April this year, Luzhou Laojiao planned the short-term goal of returning to the "top three in the industry" during the "14th Five-Year Plan" period and the long-term goal of 2030, and launched a revival battle of "from defense to attack and comprehensive rejuvenation" this year. Therefore, after configuring a mechanism that is more in line with high-intensity competition, Luzhou Laojiao has been laid out again at the product level, which is conducive to further seizing the market and injecting new momentum into the return of enterprise scale and brand value to the status of Chinese famous wines.