Langjiu, which has led the development of China's fragrant liquor several times, is now standing at a critical juncture in history again.
[Carrying the banner of high-end and fragrant, Longmalang is ready to go]
The story of China's fragrant liquor can be traced back to the 70s of the last century. At that time, on the basis of the "one-step" brewing technique, the older generation of Langjiu people combined the traditional multi-round fermentation process of soy sauce with the strong aroma mixed steaming and firing process to brew a liquor body with both the elegance of soy sauce and the mellow flavor of strong aroma.
On this basis, the "Langquan Liquor" launched by Langjiu has become the first liquor with thick sauce and aroma in the true sense.
Nowadays, whether it is Xiaolang Liquor, which has become the first brand of small bottle liquor, Shunpinlang, the flagship brand of urban light bottle liquor, or Langpai Tequ, which is the value choice of fragrant liquor, Langjiu's thick sauce and fragrant product matrix are all leaders in subdivided categories.
However, objectively speaking, in terms of market size, there is still a big gap between the flavor type and the mainstream flavor type such as thick and sauce.
According to the average data of related industries in the past five years, the sales volume of strong flavor liquor is the largest, accounting for half of the country; The high-end market leader sheep sauce-flavored liquor followed closely behind, accounting for more than 30% of the total sales; The second is the light-flavored liquor, which is also basically at the level of about 15%. The aromatic liquor hovers between 5% and 7% all year round.
However, the aroma liquor also has advantages that the other three flavor types do not have. For example, compared with the strong flavor liquor market with many genres and the market competition is close to saturation, the market share of aromatic liquor is often more than double the total annual production capacity, and it is still obviously in the stage of incremental development, with huge growth potential.
Its multi-flavor compound characteristics also make it easier for aromatic liquor to penetrate into the actual life of young people. More importantly, with the upgrading of consumption and the penetration of Chinese liquor culture, the trend of high-end liquor in the aromatic liquor track is becoming more and more obvious, and the market urgently needs a brand that can carry the banner of high-end and fragrant liquor.
In this way, who is the wine of Sherlang.
On January 23, at the annual top ten picture release of Langjiu and the 2023 brand annual meeting, Wang Bowei, general manager of Langjiu Co., Ltd., officially announced the three major upgrades of Langjiu, from ideological upgrading to team upgrading, and then promoting product upgrading. At the same time, the Xiaolang Liquor Division was officially renamed and upgraded to the Shunpinlang Division, and the Langpai Tequ Division was renamed the Longmalang Division.
In particular, the upgrade of the Langpai Tequ Division to the Longmalang Division declares Langjiu's determination to break through the ceiling of fragrant liquor and create a strategic single product to lead the high-end and fragrant liquor.
In 1983, after the formal establishment of aromatic liquor, national standards such as "Thick Sauce and Aromatic Liquor" were successively introduced under the leadership of Langjiu, and this new category of liquor also moved from the initial barbaric growth to a standardized industrial road.
Around 2000, on the basis of the traditional "one-step method" and aroma process, Langjiu created the original "two-step method" process through the method of first splitting brewing and then fusion aging, and then blending, which basically laid the general direction of Langjiu and fragrance brewing in the future.
In 2010, the three major technologies of flavor wheel sensory digital blending, aroma accumulation, and ultra-high temperature Daqu production came out one after another, and the patent core formed by this made Langjiu several firsts in the industry...... In the precipitation of more than 40 years, Langjiu's gradually mellow fragrance skills have become the most solid backing for today's impact on the high-end fragrance market.
But if you look at it from a higher perspective, Langjiu's confidence is far more than that.
[Integrity and innovation, tens of billions of incense to accelerate the landing]
From 2019, Wang Junlin, chairman of Langjiu Group, proposed the "big and fragrant strategy", to Langjiu in February last year to announce the upgrade of the thick sauce and fragrance strategy and put forward the goal of "10 billion and fragrant", and then to the general program of "Centennial Langjiu" and today's two major fragrance business divisions have been comprehensively upgraded.
In the past few years, Langjiu has improved and enriched its own fragrance strategy step by step, and the strategic pattern of "high-end sauce fragrance, leading fragrance and fragrance, and excellent two flavors" has taken shape rapidly.
At the same time, under the guidance of the grand strategy, Langjiu, which continues to be reshaped in the midst of change, continues to polish its production capacity, energy storage, products and other dimensions.
Last year, Langjiu, which is located on the left bank of the Chishui River, achieved "six stars", and the layout of six major liquor areas such as Tianfu was fully formed. The reserves of 220,000 tons and the annual production capacity of 70,000 tons of high-quality soy sauce wine have given a shot in the arm for the landing of tens of billions of fragrant wines.
In addition, Longma Winery, which plans to invest 15 billion yuan and has officially laid the foundation stone and started construction, will also echo the long-renowned Langjiu Manor and become an important position for Langjiu to practice the strategy of 10 billion yuan and fragrance.
With the integrity and innovative brewing technology, the unique advantages of the production area, the unique theme park of thick sauce and fragrant liquor, and the core product matrix of Xiaolang Liquor, Shunpinlang, Langpai Black Mate, Langpai Tequ and the upcoming Longmalang, which have always been deeply cultivated in the field of Jianxiang, a difficult to replicate Langjiu thick sauce and aroma model is gradually taking shape.
At the annual meeting of the brand, Wang Bowei used three "musts" to announce the firm confidence of Langjiu to strengthen the fragrance sector: it will definitely walk out of the unique road of thick sauce and fragrance, and Langjiu thick sauce and fragrant liquor will definitely become the leader of both flavor, and finally the goal of 10 billion yuan will be achieved.
As he said, on the eve of the outbreak of the wine market, there is still a lot of room for entrants, and as a witness of the development of China's fragrance, Langjiu not only carries the task of its own brand development, but also shoulders the responsibility of making the wine bigger and stronger. It is foreseeable that with the debut of high-end fragrant liquor such as Longmalang, the undercurrent of the fragrant liquor track will surely set off an unprecedented change.