Sunshine News (Reporter Rui Yang, Correspondent Song Wenli) On January 6, 2024, the "Fengxiang Era, Innovation and Future" - Xifeng Liquor Ten Billion Celebration and 2023 Global Distributor and Supplier Commendation Conference was held at Xi'an Qujiang International Conference Center. More than 1,000 people from Xifeng Liquor distributors, suppliers, industry associations, experts from all walks of life, and mainstream media from all over the world attended the meeting to witness the glorious moment of Xifeng Liquor's dream of 10 billion yuan.
At the meeting, Zhang Zheng, Secretary of the Party Committee and Chairman of Shaanxi Xifeng Liquor Group Co., Ltd., and Chairman of Shaanxi Xifeng Liquor Co., Ltd., announced that in 2023, Xifeng Liquor will achieve sales revenue of 10.34 billion yuan, a year-on-year increase of 23%. Among them, the sales of Hongxifeng series products increased by 102% year-on-year, and the sales of products with more than 100 yuan increased by 38% year-on-year. ”
According to Zhang Zheng, since 2019, the development of Xifeng Liquor against the trend is not only the expansion of the sales performance market scale, but also the development strategy of "high-end and nationalization". In the past five years, under the guidance of this strategy, Xifeng Liquor has won a series of tough battles such as marketing reform, brand combing, management improvement, technological transformation and capacity expansion, with an average annual growth rate of more than 20%, completing the perfect transformation from quantitative change to qualitative change. No matter how the external environment changes, the goal of Xifeng Liquor to return to the first-class famous liquor sequence will never change, and the development strategy of "high-end and nationalization" will never change. In particular, in 2023, the number of customers in a single market of Xifeng Liquor, the sales scale, the terminal coverage, and the application of channels will reach the highest level in history, and the modern marketing system and restructuring of the marketing function structure will be increasingly improved, laying a solid foundation for the sustained and rapid development of the market, improving the quality of Xifeng Liquor, releasing brand energy, and a number of research achievements have reached the international and domestic leading level.
Song Shuyu, chairman of the China Liquor Industry Association, pointed out at the meeting that the revenue of 10 billion yuan is a watershed in the echelon of liquor enterprises, and it is also a new starting point for Xifeng to continue to move forward, creating a model of Xifeng in China's liquor industry. Xifeng Liquor has crossed 10 billion yuan to show the new future of old famous liquor, which is a milestone leap. This 10 billion yuan is not only a change in numbers, but its deep significance lies in the fact that Xifeng Liquor, as one of China's four famous liquors, stands on a new starting line and is on the high-quality fast track of the development of the times.
Looking back on the development process of Xifeng's tens of billions, it can be described as a song all the way through hardships. Since 2019, from 5 billion yuan to 10 billion yuan, Xifeng has always adhered to the goal of "returning to the sequence of first-class famous wines" and the development strategy of "high-end nationalization".
In recent years, Xifeng Group has unswervingly promoted the high-end and national brand strategy of Xifeng Liquor, concentrated on expanding production capacity, promoting the market, strengthening the brand and building the image. The red cap old green bottle and other products have been successfully launched, the brewing technology of Xifeng Liquor has been included in the list of national intangible cultural heritage, the liquor industry heritage group has been included in the list of national industrial heritage, and the construction of 100,000 tons of high-quality base liquor and 70,000 tons of koji-making projects of Xifeng Liquor is in full swing, making Xifeng Liquor complete the phoenix nirvana from quantitative change to qualitative change.
In the process of inheriting the ancient method of "old five retorts" and "six-character craft", Xifeng Liquor has experienced 8 landmark technological improvements and innovations, re-scientifically determined the core process of Xifeng Liquor, and formed a digital expression system "16999" that can reflect the complexity of its process and the longevity of time, that is, a production cycle a year and six production stages (standing, breaking, topping, round, inserting, Pick), set up a cellar in September, fermented nine times, and fed grain nine times. The current refined brewing process of Xifeng Liquor has been formed, which has ensured 38 quality control links in the brewing process of Xifeng Liquor, and opened a new model of development and management of Xifeng Liquor Kitchen.
In 2023, Xifeng will continue to focus on brand leadership. Five-star Red Xifeng appeared at the "Central Asia Summit" and shined on the international stage; Red Xifeng was released in 1978 and grew into a strategic single product with a considerable scale in less than a year; the volume and price of red cap old green bottles rose together, and the national investment layout was in full swing. In 2023, the sales of Hongxifeng series products will increase by 102% year-on-year, and the sales of products above 100 yuan will increase by 38% year-on-year. "The major events of the family and the country, there must be Xifeng" has become a vivid portrayal of the Xifeng brand's endeavor in 2023.
Zhou Yanhua, deputy general manager of Xifeng Co., Ltd. and general manager of the marketing management company, said when looking forward to the future that 2024 is the first year of the 10 billion era of Xifeng's wine post-10 billion. In the "post-10 billion" era, Xifeng Liquor will focus on the "1246 Project" ("1 center", the implementation of "2 focuses", the implementation of "4 transformations", and the "6 major battles"), that is, to focus on the creation of core products, focus on the deep cultivation of the base market in the province and the creation of model markets outside the province, promote the transformation of marketing model, promote the transformation of cost model investment, promote the transformation of market supervision and security, promote the innovation and transformation of brand promotion, and fight the deep cultivation of the provincial market and the battle of model cities outside the province. Six major battles, including the breakthrough battle of Red Xifeng series products, the layout of the gold medal old green bottle series products, the breakthrough battle of online marketing, and the marketing layout of brand operation products, have further promoted the marketing road of Xifeng in the "post-10 billion" era.
At the celebration conference on the same day, authoritative experts, professors, media celebrities and marketing industry elites also held a "famous forum" and "round table forum" on the development and future of Chinese liquor and Xifeng liquor, shared their ideas and put forward effective suggestions.
At the meeting, Xifeng Liquor commended and rewarded outstanding distributors and suppliers in 2023, including the seven-star 10 billion meritorious service award, the six-star 10 billion meritorious service award, the five-star 10 billion meritorious service award, the three-star 10 billion meritorious service award, the gold medal manager award and other awards.