On September 8, at the third Langjiu Manor Membership Festival, Wang Junlin, chairman of Langjiu Group, announced the general program of "Centennial Langjiu".
This general program mentions that by 2025, sales revenue of more than 30 billion yuan will be achieved, and the income of two single products, Qinghualang and Honghualang, will exceed 10 billion yuan; By 2030, the sales revenue will be 70 billion yuan to 100 billion yuan, and the revenue of Qinghualang and Honghualang will exceed 20 billion yuan respectively. At the same time, it is planned to implement the "351 Project" from 2024 to 2033, that is, the annual income distribution will reach 30 billion, 50 billion and 100 billion.
One stone stirred up a thousand waves, "Why did Langjiu stand up to hundreds of billions in ten years?" "Against the benchmark flying sky, Moutai ushered in the strongest opponent" "Where is the confidence of hundreds of billions of lang wines to compete in the 'world's top ten famous wines'?" ”
You know, not many wine companies in the current market have entered the 100 billion club, and even Moutai, which is called "hard currency", only reached this standard last year.
So, why did Lang Jiu release such cruel words?
01 Product opens the way, start the battle of quality
Langjiu is produced in Erlangtan Town, Guling (Lin) County, Sichuan Province, located in the middle of the Chishui River, at the junction of Sichuan and Qian, with unique natural conditions for winemaking.
As the "mother river" of Chinese baijiu, the Chishui River has given birth to dozens of famous liquors. Among them, Langjiu and Moutai are across the river and are at the most essential location of the Chishui River, so they are also known as the "sister flower on the banks of the Chishui River".
So why can the Chishui River become the mother river of Chinese liquor?
First of all, the hot and humid climate of the Chishui River Basin, which is hot and humid all year round, is a natural wine cellar for brewing fine wine. "Four highs and two longs" is the process characteristics of soy wine, the more humid and hot the climate, the mellow aroma of the brewed soy wine.
The second is the locally grown specialty rice sorghum, which is a kind of glutinous sorghum from the mountains above 1,000 meters above sea level in the Chishui River Basin, which is not suitable for human digestion, but is regarded as the best raw material by Langjiu and Moutai. Only this crop with thick skin, flat roundness, and strong strength can withstand the repeated process of nine steaming, eight fermentation, and seven times of taking the top soy wine.
The Chishui basin is a typical karst landform with good permeability. The river water passes through the soil layer to dissolve the beneficial components in it, leaving minerals and filtering out the pure, sweet, sweet and delicious sweet spring water.
Lang sake began in 1903, and has a history of more than 100 years, from "Sushi Distillery" and "Keikawa Bad House" to "Hui Salang Wine" of "Jiyi Bad House". However, the development of Langjiu was not smooth, and at first Langjiu failed to adapt to the tide of market economy and gradually faded out of public view.
It was not until Wang Junlin's addition in 2001 that Langjiu came back to life and turned a profit. Since then, Wang Junlin has carried quality, expanded production capacity, made brands and expanded the market with one hand, and in ten years, Langjiu has entered the 10 billion club, and also returned to the first camp of liquor that should belong to it.
Today, Langjiu has reached an annual production capacity of 60,000 tons of high-quality and 180,000 tons of energy storage, and it is expected that by 2030, Langjiu will target an annual output of 100,000 tons and store more than 500,000 tons of wine.
So, how did Wang Junlin manage to make Langjiu exceed the 20 billion mark in just twenty years, and release the ruthless words that it will exceed 100 billion in ten years? This is mainly due to the extreme productism advocated by Wang Junlin.
In order to maximize natural endowments, Langjiu adheres to the time. During the year, the Dragon Boat Festival is selected as the node for making koji, so that high-quality wheat can undergo several months of qualitative changes under the combined action of climate, temperature, microorganisms, etc., and cultivate the good bones of high-quality soy wine.
Specifically, Dragon Boat Koji making is only the beginning of cultivating a bottle of sauce-fragrant wine. After that, it is necessary to go through two feeding, nine steaming, eight fermentation, seven times of wine extraction and other production processes carried out in strict accordance with the ancient method and the time of day, and the first raw wine can be born, this process is called "born in the Chishui River".
In the next stage, the original wine came to Tianbao Peak by pipeline, and received the baptism of wind and rain in the 40,000 pottery altars on Shilixiang Square, eliminating aldehydes, reducing the excitement of new wine, and eliminating impurities and mellow aroma in the 88 giant wine storage tanks in Qianyi Huixiang Valley, the so-called "growing in Tianbao Peak".
The original wine faded "stubborn", and then it was sent to the 10,000 pottery altars in Jintaru Fort to recuperate, just like entering the customs to cultivate, and its quality will also become more mature in the tasting monitoring and technological hooking of the winemaker, the so-called "cultivated in the pottery temple".
Finally, the raised base wine comes to Tianbao Cave, the world's largest natural wine storage cave, and reacts with more than 400 kinds of microorganisms for a long time in a constant temperature and humidity environment, and cultivates the ultimate flavor of aged wine in the accumulation of time, which is called "hidden in Tianbao Cave".
This is the unique four major crafts of "birth, growth, cultivation and storage" of Langjiu. At the same time, Wang Junlin made a "military order" very early - the base wine must not be sold if it has been stored for less than 7 years. In other words, plus 1 year of koji brewing, the full life cycle of each round of "growth and cultivation" takes at least 8 years.
In order to strictly enforce this iron law, Langjiu even matches each base wine with a unique "electronic ID", so that buyers and visitors can check the vintage at any time.
It can be seen that whether it is the observance of ancient methods and seasons, or the patience and meticulousness in every link, it shows the ultimate pursuit of quality in Langjiu.
"It is a solemn commitment to consumers, but also a rigid constraint on product quality." On March 28, 2022, Wang Junlin, chairman of Langjiu Group, officially released the "Internal Control Guidelines for Langjiu Sauce and Fragrant Products Enterprises" that has been brewing for a long time.
Standardize every link of brewing, storage, screening, blending and delivery.
This is the first "product home method" from enterprises in the soy wine and even liquor industry. The core of the principle is: improve quality, and even control sales in order to improve quality.
"This is our self-discipline to ensure the quality of Langjiu." Talking about whether the issuance of the Guidelines is related to the current industry chaos, Wang Junlin first emphasized that in order to make better high-quality sauce wine for Langjiu, he did not forget to tactfully remind that sauce is a good thing, but if short-term speculation prevails, regardless of quality to make quick money, it will eventually hurt the industry.
He said that in the 20 years since he took over Langjiu, he has a deeper understanding of quality - only the ultimate quality is the only way for Langjiu to become stronger, longer and bigger. Over the years, Wang Junlin has paid the most attention to the quality of upgraded Lang wine.
On the road of pursuing quality, Langjiu has never stopped working hard. As Wang Junlin said, "The ultimate three-product strategy is the leader of all the company's strategies." Quality is the core of the three products. "All the visions and strategies of Langjiu are pinned on product quality, Langjiu adheres to the "ultimate three products", takes the road of quality, brand and taste, and resolutely implements the strategy of value competition.
In addition to the well-known "raw, long, nourished, and stored" winemaking system, Langjiu has also innovated in the brewing method, put forward 'ancient brewing, modern equipment, intelligent production' in technology, and used a lot of new technologies to monitor the temperature of the cellar, the pH of the wine, etc., and cited a large number of new technologies to monitor the traditional process, standardize the latter, and combine the traditional process with modern technology, in order to make the quality of Langjiu achieve a qualitative leap.
02 Digital marketing strategy, strong connection with consumers
When it comes to high-end liquor, consumers' first reaction is Moutai.
But in fact, the taste of Langjiu is not inferior to Moutai. The same origin and the same natural conditions make the quality of Langjiu comparable to Moutai, and because of this, the feedback of Langjiu at the consumer level is also good.
Under Wang Junlin's idea of extreme productism, he proposed the plan to build Langjiu Manor and continuously expand production and storage.
Over the past ten years, relying on Langjiu Estate, Langjiu has built an annual production capacity of 60,000 tons of high-quality soy wine and 180,000 tons of soy wine reserves. By 2030, it is expected to achieve an annual output of 100,000 tons and a storage of 500,000 tons of wine. By expanding production and storage, combined with slow sales, we can strive for a longer storage time and bring the quality of wine closer to the extreme.
Under the trend that all kinds of liquor are crazy to expand production and sales are king, Langjiu chooses to be the same as Moutai, chooses to be a brand, and takes the road of quality.
With the promotion of Langjiu, Qinghualang, which is unique to Manor Sauce Wine, is now the second largest high-end sauce liquor outside Feitian Moutai.
On the other hand, Langjiu is also innovating in the marketing dimension. Especially the development of the Internet and the rise of young consumer groups make innovative marketing models very necessary.
Based on this, the marketing model of Langjiu has changed from channel-driven to quality-driven, and its underlying logic is that when Langjiu has completed its channel network layout and high-value brand building, then the promotion drive of the channel must give way to the consumer's choice drive.
In particular, high-end brands need to balance the relationship between brand scarcity and product scale, which is vividly demonstrated in Qinghualang and Honghualang. In the case of Qinghualang going higher and higher, Honghualang naturally assumed its strategic role in expanding the volume of the enterprise.
At the same time, Langjiu has also formulated a new tradition, in the future, on the occasion of the heavy sun and sand, the three data of "current year's reserves", "next year's output" and "next year's market plan launch" will be announced, so as to make all aspects transparent and further maintain quality through the supervision of the whole society.
Thanks to this accurate and transparent publicity system, Qinghualang and Honghualang have further gained the trust of many consumers.
At the same time, Langjiu is also the only famous wine company in the industry that has cooperated with the World Internet Conference for 4 years - since joining hands with the Internet Conference for the first time in 2019, in 2020, Langjiu further put forward the proposition of Wuzhen, empowering the ultimate quality with digital, and making Langjiu more fashionable, cooler and more fashionable.
In 2021, the path of Langjiu Wuzhen is clear, and the comprehensive digital empowerment of Langjiu's "quality, brand, taste" three-product strategy and consumer pursuit and long-term pursuit, and renewed the fate with the Internet conference and signed a three-year contract.
In 2022, Wang Bowei, vice chairman of Langjiu Co., Ltd., proposed the "Wuzhen Practice", which empowers the whole link from production to users, actively uses Internet thinking, and thinks about and examines the business ecology of products, users, markets, and brands.
Langjiu not only uses digital technology to redefine good wine, but also reconstructs the relationship between wine companies and consumers. For example, Langjiu PLUS.
Specifically, it is a digital matrix built by Langjiu based on the positioning of various product lines, including "Langjiu Manor Member Center", "Lang Brand Special Qu Elite Club", "Xiaolangjiu Club" and "Langjiu Official Flagship Store".
In addition to enjoying exclusive benefits on the above platforms, consumers can become a member of Langjiu PLUS and obtain corresponding "Langjiu Drop" points as long as they scan the internal code of the designated product.
Through this platform, Langjiu has achieved efficient links with thousands of consumers, opened up online and offline, carried out various interactive activities, and told the story and pursuit of Langjiu to the majority of users in a more comprehensive, detailed and vivid form.
Data show that in the two years since Langjiu PLUS was launched, the cumulative number of users has exceeded 16.67 million, 3.19 billion Langjiu drops have been distributed, and as many as 914,000 gifts have been redeemed.
This was unimaginable in the past, but only in the Internet era, efficient contact and personalized care between enterprises and users can become a reality.
03 Conclusion:
Laying out in the trough and harvesting in the boom period is the way for great enterprises to achieve great strategies. At key sales nodes such as the Spring Festival, May Day, Dragon Boat Festival and 618 in 2023, many merchants only have sporadic orders, so that liquor distributors bluntly say that they are "very painful".
In this trough of the industry, Langjiu took the lead in putting forward the 100 billion goal and a century-old strategy, which reflected the courage and confidence to cross the trough of the industry, and also boosted the confidence of the entire liquor market.
The picture comes from the open network and is invaded and deleted.