On the first day after the holiday, Langjiu announced the marketing data from January to September, and handed over the first report card after the release of the general program of "Centennial Langjiu". Among them, the number of merchant scan code shipments in the first three quarters of 2023 alone exceeded that of the whole of 2022.
In the short holiday just past, the strong market potential of Langjiu has been centrally displayed.
"Honghualang is still as hot as ever. Many newcomers choose to get married this holiday, and basically in August and September, I have received a large number of banquet orders. Zhang Peng, who runs a tobacco and alcohol store in Neijiang, Sichuan, has been busy preparing goods in order to welcome the "double festival into one", and because of the large volume, he has also obtained the qualification to participate in the Honghualang Outbound Cruise Carnival.
Like Zhang Peng, Liu Yongqing, a Nanchang native who has been rooted in the tobacco and alcohol business for more than ten years, gained a lot during this long holiday, among which Honghualang contributed the most. At the same time, Liu Yongqing also realized that in addition to the sub-high-end Honghualang, the high-end and ultra-high-end product lines of Langjiu such as Qinghualang and Hongyunlang are obviously gaining momentum.
"This year, there are more customers buying blue-and-white langs, and most of them are buying them as gifts." He said that he did a "customer survey" by the way, and found that there are many people who have not been to Langjiu Manor but know that there are many people, "which means that the brand influence of Langjiu is constantly spreading, and it will be further converted into the actual transaction volume on the market side in the future, which also brings confidence to our distributors." ”
As Liu Yongqing's "survey subject", Fang Yi explained his reasons for choosing Langjiu, "After I participated in the activities of Langjiu Manor last year, I basically only bought Langjiu. Because I found that no matter what the demand, whether it is a small gathering with friends or a gift, Langjiu can basically be satisfied, and the comprehensive quality, cultural aspects, cost-effective. ”
The whole country is staging a "lang wine craze". This is the result of Langjiu's adoption of direct and effective market measures on the basis of long-term layout.
Langjiu Estate was built in 2008. At that time, the sauce wine craze had not yet developed, and Moutai was not as good as it is today, but Wang Junlin, chairman of Langjiu, had a hunch that Chinese residents' consumption would gradually develop towards high-end, and he was sure that more mellow and healthier soy wine would have great prospects. The "tasting + experience" mode carried by Langjiu Manor is a new solution given by Wang Junlin after inspecting many famous wine estates in Europe, and the high-end of Chinese liquor.
On the one hand, in the traditional brewing process of sauce wine "12987", Langjiu Estate gives full play to the natural advantages of the golden valley of the Chishui River and the natural wine storage cave, and expands the scale and lengthens the storage time with uninterrupted expansion and storage projects, and improves the quality of the wine. At present, the production capacity of high-quality soy wine in Langjiu Manor has reached 60,000 tons per year, and the energy storage has reached 180,000 tons per year, and under the scale effect, the main base wine of Qinghualang has reached more than 7 years, and the base wine of Tiandi Renhe Dongjiu of the manor has reached more than 30 years.
On the other hand, the manor matches the super five-star resort hotel, the pavilion of the earth, the valley light and shadow show and other functional buildings and art facilities, vividly presenting the brewing context of "born in the Chishui River, growing in Tianbao Peak, raised in the pottery temple, and hidden in the Tianbao Cave", providing guests with an immersive cultural experience.
The two are seamlessly integrated and attract many consumers. Data shows that by the end of 2022, the number of visits to Langjiu Manor has reached 400,000. Among them, there are many top celebrities in the field of business academia and literature, such as Zhou Qiren, Zhang Weiying, Jia Pingwo, Jiang Nanchun, Yu Dong and so on.
Based on this, Langjiu has launched one-to-one private customization to further meet the preferences of liquor lovers from the dimensions of flavor, vintage, and collection. As a result, countless private domain users and Langjiu have formed an increasingly close and highly sticky value binding, from Qinghualang, Hongyunlang, to Langjiu Manor Tian, Earth, Renhe Dongjiu, which has become a value symbol of the top soy wine consumption circle. In recent years, the circle system created by Langjiu around golf, literature, business insights and new knowledge has further extended and enriched its symbolic value, and the "Langjiu lifestyle" has gradually evolved into a new fashion.
It is understood that the high-end members of Langjiu Manor have reached tens of thousands, and the members of Langjiu PLUS have reached tens of millions. On this solid basis, Langjiu has accelerated the pace of the market.
Since the beginning of this year, Wang Bowei, general manager of Langjiu Co., Ltd., has led a team to visit the regional market many times to communicate with local distributors and terminal merchants to understand front-line feedback; At the same time, marketing actions were integrated into the consumer side, domestic and overseas cruise carnivals with hundreds of people were held continuously, and Qinghualang successively lit up more than 100 city landmarks and connected the 100-city high-speed railway station... Under the guidance of the general program of "Centennial Langjiu", Langjiu and distributor partners stand closer together, and the market heat is about to start.
Lay out solidly when you foresee opportunities, and act decisively when the time is ripe... Before the report card of "terminal consumption tends to be active, and various sales data are rising steadily", it should be seen that when Chinese wine companies strive to bring products closer to consumers, Langjiu has allowed more consumers to take the initiative to enter the estate, taste baijiu, enjoy top culture and services, and obtain spiritual pleasure and value recognition. The concentrated popularity of the double-festival period is only the prelude to Langjiu leading the new era of baijiu.