"Huaxia Wine News" reporter Zhang Yuchen
In the past two days, many provinces across the country have entered the provincial "two sessions" time.
When combing the "good voices" of the representatives and members from all over the country, the reporter of "Huaxia Liquor News" found that Luo Jiaming, a member of the Sichuan Provincial Committee of the Chinese People's Political Consultative Conference and deputy director of the Hong Kong, Macao, Taiwan, Overseas Chinese and Foreign Affairs Committee of the Sichuan Provincial Political Consultative Conference, brought a proposal on "building a Sichuan Wine Culture Week" successfully "out of the circle" and aroused heated discussions in the industry.
It is worth noting that this CPPCC member has no experience in the liquor industry, but he has a very profound and unique insight into the development of the liquor industry in Sichuan. It can be seen that Sichuan has formed a good atmosphere for the province to pay attention to the development of the liquor industry, and at the same time, it has to be said that the cultural creation of Sichuan liquor may have reached a critical node.
It is imperative to create a "Sichuan Wine Culture Week".
On January 21, the second session of the 13th Sichuan Provincial Committee of the Chinese People's Political Consultative Conference opened, and at the group meeting held in the afternoon of the same day, Luo Jiaming suggested that the "Sichuan Wine Culture Week" should be held on September 19 every year to create and incubate it as an annual "fan activity" of Sichuan wine. At the same time, it integrates the resources of Sichuan provincial units and provincial mainstream media, carries out a series of activities with "919 Drinking Sichuan Wine" as the main tone of publicity, builds a value discourse system of Sichuan wine with Sichuan characteristics, promotes the integrated marketing of Sichuan brand products such as "Sichuan Wine +" Sichuan cuisine and Sichuan tea, builds a world-class brand symbol of Sichuan wine, and helps the high-quality development of Sichuan wine industry and build a world-class industrial cluster.
For a time, the proposal of "creating a Sichuan wine culture week" was highly recognized by the committee members, and quickly became a hot spot during the "two sessions" in Sichuan Province.
"At present, the competition between the domestic liquor market has evolved into the overall competition of the value of well-known high-quality production areas, and for some areas where liquor companies are relatively concentrated, creating a good production area concept will largely contribute to the common development of the liquor industry in the entire region. Chen Zheng, deputy to the Sichuan Provincial People's Congress and director of the Standing Committee of the Yibin Municipal People's Congress, pointed out that the trend of China's liquor transformation to "regionalization, branding, and quality" is inevitable, and increasing the brand publicity of the production area is the objective need for the Sichuan liquor production area to adapt to the transformation and development of the mainland liquor industry.
In Chen Zheng's view, holding the "Sichuan Wine Culture Week" is not only conducive to spreading the long brewing history and profound wine culture of Sichuan Liquor, but also conducive to helping solid industrial support.
In this regard, Tian Yadong, a member of the Sichuan Provincial Committee of the Chinese People's Political Consultative Conference and chairman of the Luzhou Municipal Committee of the Chinese People's Political Consultative Conference, also expressed the same view. He pointed out that the creation of the "Sichuan Liquor Culture Week" can integrate the resources of the province, better show the charm of Sichuan liquor culture, and provide important support for the construction of a world-class brand IP of Sichuan liquor that matches the "world-class high-quality liquor industry cluster".
In fact, if we take a closer look at the world's famous wine regions, we will find that there are concentrated publicity activities behind them, such as the Beaujolais Nouvelles Festival in France and the Speyside Whisky Festival in Scotland. In contrast, Sichuan does lack a province-wide liquor cultural activity.
You must know that liquor is one of the most distinctive traditional advantageous industries in Sichuan, and at the same time, it is also the advantageous industry that Sichuan has contributed the most. According to relevant reports, Sichuan liquor contributed 16% of profits with 6% of industrial revenue, and contributed 34.3% to the growth of industrial tax revenue in Sichuan Province. Not only that, the production and scale of liquor in Sichuan Province have so far been in the country, and they are also "far ahead".
"In China, one out of every two bottles of liquor is from Sichuan. In the past, there were 'six' golden flowers, and now there are seven 'legions', but they are all developing alone, and the liquor of the whole Sichuan has not formed a unified and systematic system, which is not conducive to Sichuan liquor out of Sichuan and out of China. Luo Jiaming said frankly in an interview with the media that the current propaganda of Sichuan wine is relatively scattered, and there is no matrix and joint force. If we want to promote the high-quality development of Sichuan liquor and build a national demonstration area for the whole liquor industry chain, we must work the centralized promotion and publicity of Sichuan liquor, enhance the brand influence and popularity of Sichuan liquor, and lead a new round of high-quality development of the Sichuan liquor industry.
Therefore, it is imperative to create a "Sichuan Wine Culture Week".
How to build the culture of Sichuan wine?
Focusing on how to build a Sichuan wine culture week, stimulate potential consumption, and cultivate new economic growth points, the representatives and committee members also gave their own plans.
"It is suggested that the province should take the opportunity of creating a 'Sichuan Liquor Culture Week' to increase the publicity of Sichuan liquor producing areas, set up a special work leading group, study and formulate a publicity planning plan for the production area, and coordinate and promote the publicity work of the province's liquor producing areas. Chen Zheng said that it is necessary to support the development of nationwide promotion and promotion activities in the name of the production area, and establish an online promotion system for the production area, and further enhance the recognition of the Sichuan wine market and consumers through various publicity and promotion activities and product innovation.
An Mingzhe, deputy to the Sichuan Provincial People's Congress and director of the Quality Management Department of Yibin Wuliangye Co., Ltd., also said that it is necessary to build a Sichuan liquor value discourse system with Sichuan characteristics, achieve breakthroughs in the protection, excavation, expression, publicity and experience of Sichuan liquor brand culture, and make every effort to promote the breakthrough of the misunderstanding of cellar cognition, liquor degree cognition, blending cognition, old liquor cognition and health cognition of strong aromatic liquor, and tell the story of Sichuan liquor in the new era with a large platform, excellent content and high voice, so as to realize the creative transformation and innovative development of Sichuan liquor culture.
"We can get inspiration from cases such as Zibo barbecue and Harbin out of the circle, that is, we must do a good job in the relevant supporting services of the 'Sichuan Wine Culture Week', so that the people who participate in the 'Sichuan Wine Culture Week' don't want to leave, and they still want to come. Shen Yi, a member of the Sichuan Provincial Committee of the Chinese People's Political Consultative Conference and deputy general manager of Sichuan Langjiu Co., Ltd., proposed to rely on a large-scale exhibition platform to enrich the content of the "Sichuan Wine Culture Week", especially focusing on "Sichuan wine" with "Sichuan cuisine", tasting "Sichuan cuisine" and drinking "Sichuan wine", so that "fine wine" and "food" complement each other and complement each other, reflecting the comfort and beauty of all aspects of Sichuan.
In addition, it cannot be ignored that the competition in the liquor industry has gradually become fierce, and various liquor types and brands are experiencing a trade-off competition. Therefore, the premise of forming a joint force is to be able to say goodbye to "involution", and the best way to say goodbye to "involution" is to differentiate and "break the circle". Therefore, some industry insiders pointed out that to create a "Sichuan Wine Culture Week", it is necessary to form a new pattern of "one core and multiple points, each with its own characteristics".
At present, Yibin and Luzhou have begun to "dream linkage", constantly promote the co-construction and sharing of cross-regional liquor resources, establish a normalized cooperation and linkage mechanism, and accelerate the construction of a world-class high-quality liquor industry cluster; Sichuan Mianzhu Liquor Group Co., Ltd. was established in June 2023, which also allowed the Mianzhu production area to further build a "1+5+N" enterprise gradient support pattern.
"The high-quality development of Sichuan's liquor industry should focus on building a new pattern of 'one trunk and multiple branches', and Chengdu is not only the engine for the high-quality development of Sichuan's liquor industry, but also the source and innovation center of China's liquor transformation and upgrading. Yang Liu, counselor of Chengdu Municipal People's Government and executive vice president of Sichuan University of Light Chemical Industry (China Baijiu Institute), told the "Huaxia Liquor News" reporter that it is recommended to build a Chinese liquor marketing center, a Chinese liquor experience economic agglomeration area, a Chinese liquor planning and packaging design center, a Chinese liquor financial incubation center, a world liquor culture innovation and exchange center, and a Chinese liquor research center.
On the whole, in order to create a "Sichuan Liquor Culture Week", it is not only necessary to gather high-end strategic resources, policy resources, human resources, and platform resources in the industry, but also to actively play the backbone role of factor agglomeration, empower the Sichuan liquor industry in an all-round way, and further drive the coordinated development of other production areas to "high".