"Huaxia Wine News" reporter Li Demei
The foundation of the development of wine enterprises is to make good quality products, and the core of development is the construction of brand culture.
Taihang Spring City, pure and elegant fragrance. On January 20th, the Nikeng Liquor Brand Cultural Innovation and Development Conference and the Jingyaxiang New Product Launch Conference were held in Wanfeng Hotel, Xingtai, Hebei Province.
The convening of the meeting not only demonstrated the cultural charm of the Nikeng liquor brand, promoted the innovation and development of the culture of Nikeng liquor, but also further disseminated the brand voice of the Nikeng, left a strong mark for the development history of the Nikeng liquor industry, and opened a new chapter in the Year of the Dragon.
The guests attending the meeting included Zhang Tianbao, former vice minister of the Ministry of Education and consultant of the State Inspectorate, Pan Zhenzhou, former vice minister of the Ministry of Culture and the first director of the National Museum, Liu Zhenguo, deputy secretary-general of the China Liquor Industry Association, and more than 300 people from all over the country, including liquor experts, cultural and historical experts, liquor consulting institutions, distributors, and media representatives, who jointly appreciated the beauty of the culture of the "Chinese time-honored brand" Nikeng Liquor Industry, tasted the beauty of the new Nikeng "Jingya Fragrance Game" containing the charm of "clean", "elegant" and "fragrant", and harvested the praise of the guests on the scene for the Nikeng brand.
Cultural revitalization of Jijiu mud pit to lift the brand culture "characteristic brand"
Culture is the soul of a country and a nation, and the spiritual pillar and source of power for an enterprise.
In the cultural track, how to highlight the cultural value and empower the growth of the Nikeng Liquor Industry?
In fact, with a history of more than 100 years, Nikeng wine has already become a beautiful business card of Xingtai City. In 2009, the brewing technology of Nikeng Liquor was included in the list of intangible cultural heritage of Hebei Province.
In order to continue to activate the core of the brand culture of the Nikeng, the Nikeng Liquor Industry has always adhered to the business philosophy of "stressing character and producing high-quality products" of Ningfang Group, actively advocated the winemaking culture of "brewing a good cup of wine for the fathers and villagers", successfully created a national 3A-level cultural tourism park, and built a local Ming and Qing Dynasty culture and Ningjin Jinshi culture and tourism industrial park, attracting tens of thousands of people from all walks of life, teachers and students of colleges and universities to visit and inspect every year, and experience the breadth and profundity of Chinese wine culture.
At the same time, Nikeng Liquor also adheres to the business idea of "quality is king", adheres to quality, and has successively strengthened technical cooperation with the team of academician Sun Baoguo of Beijing Technology and Business University, Hebei Agricultural University, Hebei University of Science and Technology, Sichuan Yuankun Liquor Technology and other professional institutions, and is committed to the research of microbial technology of Nikeng liquor, and the main scientific research projects have won the "First Prize of Science and Technology of China Federation of Commerce" and "First Prize of Science and Technology of China Food Association". The high-end new category Jingyaxiang of Nikeng has won the "first place in blind evaluation" of Hebei Province Fine Liquor Tasting Conference for three consecutive years.
The newly developed "Nikeng Jingyaxiang" has won the highest award in China's liquor industry and the "Gold Award of China's Traditional Fermented Food Innovation Competition", injecting strong scientific and technological strength into the brand culture of Nikeng.
In this regard, Su Ruiguang, chairman of Ningfang Group, said in his speech that the organization of this cultural innovation and development conference aims to carry out an in-depth interpretation of traditional Chinese wine culture and promote the innovation and development of wine culture. Experts and scholars from all walks of life are invited to help the Nikeng liquor industry to better do a good job in cultural construction, realize the healthier and faster development of the Nikeng brand, and make new contributions to promoting the culture of Jikeng liquor to a new level.
Wine culture is an open system that is constantly enriching and developing. With the continuous development and growth, Nikeng Liquor has further built a clean and elegant cultural system. Fu Hengjie, vice president of Xingtai History and Culture Research Association, pointed out that through the excavation, combing, inheritance and innovation of history and culture, we can remove its dross, absorb the essence, carry forward the spiritual value of Jingya culture, build the core competitiveness of brand culture, and enhance the beauty of Nikeng brand culture to a new height, and make new contributions to the implementation of the strategy of "cultural rejuvenation of the city" in Xingtai City.
Fu Hengjie, vice president of Xingtai History and Culture Research Association
Zhang Tianbao, former vice minister of the Ministry of Education and consultant to the national superintendent, spoke highly of Nikeng Liquor, which took the initiative to assume social responsibility, improve the quality of liquor, and also took the initiative to carry the banner of "cultural revitalization of Hebei liquor". The Nikeng Liquor Cultural Tourism Industrial Park meets the growing needs of the people's spiritual and cultural life, which not only demonstrates the cultural feelings of the enterprise, but also reflects the self-confidence of the corporate culture.
Zhang Tianbao, former vice minister of the Ministry of Education and advisor to the National Inspectorate of Schools
It takes a long time to integrate culture into wine. Pan Zhenzhou, former vice minister of the Ministry of Culture and former director of the National Museum, hopes that Nikeng Liquor will strengthen its cultural self-confidence, fully implement the strategy of rejuvenating the city through culture, and promote the construction of a culturally strong city to provide strong value guidance, cultural cohesion and spiritual impetus.
Pan Zhenzhou, former vice minister of the Ministry of Culture and former director of the National Museum
The breakthrough path of "game game" empowers the cultural value of "Jingya" IP
In the new year, opportunities and challenges coexist, in the face of the continuous sinking of the market of leading liquor companies and the long-term development era of liquor competition, an important path for Nikeng Liquor to break through is to create cultural IP, insist on creating cultural IP, mining cultural resources, highlighting the value connotation, and making a bottle of wine with more stories.
Nikeng creates a clean and elegant culture, with elegant style, truth, kindness and beauty as the main characteristics, and does category innovation and high-quality products, which is in line with the core values and high-quality development needs of the new era.
At the meeting, Nikeng Liquor officially established the Nikeng Liquor Brand Culture Research Institute, and hired experts in related fields of the wine industry as consultants of the Institute to provide suggestions and suggestions, and gather industry forces to escort the development of Nikeng brand culture.
At the same time, Nikeng Liquor released the top ten achievements of Nikeng brand culture and the "ten drunk" brand culture of Jingyaxiang on the spot, empowering the development of Nikeng brand.
In the future, the wine industry will inevitably develop towards the stage of "cultural competition", and only culture can create differences. Liu Zhenguo, deputy secretary-general of the China Wine Association, pointed out that cultural power and cultural development have become the main theme of the development of the times. Wine companies must also pay attention to product culture, brand culture, and corporate culture.
Liu Zhenguo, Deputy Secretary-General of China Wine Association
Liu Zhenguo put forward four suggestions for the cultural marketing of Nikeng Liquor: one is to adhere to quality, the second is to adhere to the personality of "pure and elegant fragrance", the third is to do different cultural experience, and the fourth is to strengthen the construction of talent team and apply new technologies to ensure the improvement of quality, efficiency and experience.
The DNA of mud pit culture is "high-end" and "pure and elegant fragrance game" is amazingly listed
In the future, high-latitude competition will be composed of "high quality + high value", and the leading nature of culture is the foundation of gaining competitive advantage, so the continuous excavation and shaping of brand culture has become a necessary means of competition.
The pursuit of product quality has long been engraved in the DNA of corporate culture, and the three major passwords of Nikeng are blessed, namely the core brewing technology password, the definition of high-end quality password, and the category innovation password, so as to realize the ultimate pursuit of Nikeng brand re-upgrading.
At present, the liquor industry has entered the development stage of characteristic aroma and characteristic categories, and new categories have risen rapidly. In July 2022, the group standard of "Jingya Aromatic Liquor" was passed, and Jingya Aromatic Liquor became a new category of Chinese liquor.
Elegant, out of the mud without staining is called "pure"; Pure Ya culture comes from traditional culture, rooted in China's excellent traditional Lian (Lotus) culture, with thousands of years of wine culture as the carrier, combined with the values and codes of conduct of modern society, summarized the values of the Nikeng people's life, work and life: elegant, transparent, and calm.
At the meeting site, the high-end strategic new product Jingyaxiang Game of Nikeng Liquor Industry was officially launched. Jingyaxiang Game carries the cultural core of the Nikeng Liquor Industry and the promotion of the brand height, priced at 1299 yuan / bottle.
The appearance of the game carries the cultural expression of "Jingya" in the mud pit. Elegant green ceramic bottle packaging, noble and elegant; bottle design, continuing the smooth and elegant lines of Jingya fragrance series products; crystal glass bottle cap, embedded Fenglaiyi liquor gate archway shape, visual identity prominent; the national style illustration on the bottle body, with Xingtai City landmark building Qingfeng Building as the main vision, which is located on the spring vein, between the Taihang mountains, symbolizing the endless power; in the spring pool, the lotus flowers are held up, out of the mud and not stained, implying the noble character and pure transparency. The combination of Qingfeng Tower and Lotus Flower is not only historical, but also full of vitality.
Li Zhenjiang, Deputy General Manager of Hejun Consulting Group and General Manager of Hejun Beverage Division
"Culture is the soul, quality is the foundation. Li Zhenjiang, deputy general manager of Hejun Consulting Group and general manager of Hejun Liquor Division, said that in the future, liquor marketing must return to culture, docking with mainstream cultural values, which can arouse the resonance of consumers. In time, it is worth looking forward to the advancement of new famous liquors and the realization of brand value.
Zhong Yuchen, co-founder of Sichuan Yuankun Education Technology, analyzed the beauty of the quality of Jingyaxiang Game from four aspects.
Zhong Yuchen, co-founder of Sichuan Yuankun Education Technology
One is the beauty of brewing. The ecological environment where the nine rivers converge, the hundred-year-old cellar pool, the ten-year altar storage, the golden five grains, the double-round fermentation, and the one-step incense have endowed the quality of pure and elegant fragrance and game godsend.
The second is the beauty of the wine. Led by a team of academicians and authoritative institutions, 72 kinds of original liquors of eight grades are selected from the four seasons and two categories, and the golden ratio of the liquor is formed by complex blending.
The third is the beauty of flavor. It is really "three degrees high" - higher richness, 55 degrees can effectively integrate more trace flavor substances, making the wine rich and full of flavor and rich in layers, which is a high-end model;
Fourth, the beauty of collection. The high quality of wine collection is the universal standard. Jingya Xiang Game has a higher alcohol degree and flavor concentration, so that the flavor evolution of the collection is better, it is not easy to passivate, and the more it is stored, the better it tastes.
In order to help the development of brand culture, Nikeng Liquor has signed strategic cooperation agreements with more than 10 think tanks and media related to the liquor industry such as Huaxia Liquor News.
Finally, a song "Chinese" condenses the feelings and culture of the family and the country and the wine culture to push the Jingya fragrance new product tasting dinner to a climax, sonorously conveying the confidence of the mud pit people to move forward with their heads held high and the ambition to brew a good wine!