When it comes to affordable pure grain wine, many people immediately think of Bofen and Lvxifeng, two wines that are loved because of their affordable price and excellent quality.
However, in addition to these two, there is also a wine from Hebei, which has made amazing achievements in the liquor industry in the last century, and even stood on the podium with Moutai twice and won the gold award. But in this century, many people do not know its existence, and its influence is limited to Hebei Province, it is - green bamboo wine.
The state-owned distillery broke up and got a bad hand
The trademark battle of Jiaduobao Wang Laoji has made many people realize the importance of a good trademark.
Qingzhu Distillery, formerly known as Suizhou State-owned Distillery, was divided into the first factory and the second factory, and later the privatization reform of the distillery, the first factory took away the trademark "Liu Lingzui", and the second factory took away the trademark of "Qingzhu". So now you can often see "Liu Ling of the green bamboo brand" in the old wine circle, because they were one family before.
After the separate development, although the technical strength of the first and second factories is similar, but because of the blessing of the national well-known trademark "Liu Lingzui", no matter how good the product will affect the sales, the second factory decided to build the "green bamboo" brand, starting from the quality and specializing in various alcohol competitions.
Ordinary products participated in the competition, and won the gold award together with Moutai
In 1988, the first China Food Expo was held in Beijing, which attracted a number of liquor brands to participate, facing the high-end products selected by major brands. Qingzhu did the opposite, just selected a low-end product to participate, Qingzhu explained: "This product is our best sales, we believe in the vision of the masses."
In the end, the result of the competition was surprising, Qingzhu wine won the gold award, and what is even more incredible is that Moutai wine is also a gold award, and Qingzhu and Moutai are on the podium together. This victory shocked people, and even Qingzhujiu himself felt incredible.
Four years later. In 1992, Qingzhu Wine and Moutai met again and won the gold medal of the Hong Kong International Food Fair in China. At that time, the industry believed that Qingzhu would soon become a first-line liquor brand.
Missed opportunities, and encountered the "flying pot outside the sky"
In the mid-90s, television media flourished, and major liquor brands rushed to advertise to increase popularity. Today's well-known liquor brands were once the "standard kings" of CCTV.
However, this time, Qingzhu's thinking did not keep up with the development of the times, and also believed that "the aroma of wine is not afraid of the deep alley", and a good product can be recognized by the market. It is this persistence that makes Qingzhujiu miss the dividend of TV advertising and miss the opportunity to become a famous Chinese wine.
However, when Qingzhujiu finally realized the importance of brand promotion and put out an advertisement on CCTV, it was already more than ten years later in 2010, and Qingzhu did not catch up with the big trend of TV media. Brand awareness plummeted. But it caught up with the wave of the mobile Internet, so Qingzhujiu opened its own Weibo, but a cauldron was flying towards Qingzhujiu - bamboo tube wine scam.
The bamboo liquor merchant declared: "Punch holes for bamboo, use syringes to pour wine into it, let the wine and bamboo ripen together, there will be the fragrance of bamboo", but the actual production has serious hygiene and quality problems, and most of them are flavor blending.
But people are more than Qingzhu Wine Club marketing, a large number of TV advertisements for a while, occupying the minds of consumers and setting off an uproar. The drinking of many celebrities also promoted this product in disguise.
However, beneath the glamorous façade lies the absurdity of the truth. Science experts and big Vs have exposed the truth about bamboo tube wine, calling on the public to boycott this fraudulent product. But bamboo tube wine does not have a unified name, some call it "bamboo leaf wine", some call it "bamboo tube wine", and even some people directly call it "green bamboo wine".
This led to great confusion, and people began to confuse green bamboo wine with bamboo tube wine. Although Qingzhujiu came forward to clarify, it turned out that the truth could never catch up with the rumors, and Qingzhujiu's reputation suffered a huge blow. Qingzhujiu's official Weibo was even subjected to a lot of abuse and slander, and for Qingzhu, who has no experience in facing online violence, he can only cancel Weibo in the end to calm the turmoil.
In this way, an old wine company active in the 90s began to lose its luster and could not enter the national market. Only in Hebei, or in the circle of senior drinking friends, it is more respected.
In today's rapid information dissemination, even if the quality of wine is high, it needs the correct brand promotion. The story of Qingzhujiu is a baijiu legend full of twists and turns, and victory and defeat turn into nothing. If you want to gain a foothold in the Internet era, you can't just bury your head in making products as in the past, but also have the thinking of brand marketing.