文丨酒业家团队(ID:jiuyejia360)
Planning丨Qu Yang Editor丨Yun Heng Editor丨Yun Ding
Xijiu, which pursues the culture of Junpin, has always practiced the behavior of a gentleman with the true character of a gentleman, demonstrated the responsibility of a gentleman, and spared no effort in empowering the development of dealers.
Entering 2024, with the changes in the industry environment, on the basis of sitting at 20 billion yuan for two consecutive years, the focus of the work of the liquor market has also fully shifted to the cultivation of consumers and the further intensive cultivation and deep cultivation of the market.
On January 30th, the first stop of the Wine Tasting and Sommelier Project with the theme of "Tasting Oriental Liquor, To the Gentleman of the Times" was held in Guangzhou.
Behind this seemingly "simple" activity, it has released an extremely important signal - Xijiu has paid more attention to consumption cultivation by upgrading and restarting classic IP, and actively improved the empowerment of dealers through the two centers of marketing service center and product design and R&D center, as well as the two teams of "Junpin cultural communicators" and sommeliers, and worked with dealers to achieve high-quality development under the "ten-year agreement" between Xijiu and dealers.
01
The first stop of the "Wine Taster" entered Guangzhou
From Guizhou to Guangzhou, a meeting spanning 900 kilometers kicked off the prelude to the 2024 Wine Tasting Program. On the afternoon of January 30, with the sound of "the auspicious time has arrived, the Junpin Courtyard is open to welcome guests", the gate of the "Junpin Courtyard" carefully built by Xijiu for the sommelier project slowly opened, and the Guangzhou Station, the first stop of the Xijiu Sommelier Project in 2024, was officially opened.
The Xijiu Sommelier Program is a new upgrade of Xijiu's classic IP "I am a Sommelier and Drunk Love Sauce Flavor Wine", and it is an important way for Xijiu to accurately cultivate consumers in 2024.
The wine industry learned that this sommelier project broke the convention, and invited consumers to come to the "home" by creating a "Junpin Courtyard", experiencing tasting, blending, watching relaxed, pleasant and immersive variety shows, and narrowing the distance between the brand and consumers through the link design with a "sense of ceremony", and further enhancing the brand awareness of consumers.
Guangdong is an important market for Xijiu, especially with the consolidation of the development strategy of Xijiu's mid-to-high-end brands, the position of the Guangdong market has become more prominent. The selection of the first stop of the 2024 Xijiu Sommelier Program in Guangzhou also released an important signal: the consumer cultivation of the 2024 Xijiu Sommelier Program will also focus on the mid-to-high-end consumer groups, and empower the development of mid-to-high-end products of Xijiu through the cultivation of consumers.
It is worth noting that, compared with the previous "I am a sommelier, drunk love sauce wine", the most important upgrade of the 2024 Xijiu Sommelier project is the upgrade of culture and experience, which further enhances the sense of participation of consumers through the full-dimensional display of Junpin culture.
The wine industry learned that Xijiu restarted the "Wine Taster" project, set up a Xijiu marketing service center and a product design and R&D center, always focused on "consumer interaction", paid attention to consumer experience, and helped cultivate more soy sauce wine lovers while enhancing consumers' perception of the taste of Xijiu, and then built a bridge for emotional communication between Xijiu and consumers.
The wine industry noticed that in addition to the special setting of "Junpin Courtyard", the whole process carried out the interpretation of "Oriental" culture through the links of "gentlemen gather to talk about the fragrance of sauce, auspicious time has come to the court, welcome VIPs to the hospital, and listen to where Junpin comes from, push the cup to change the full court incense, accompany you to appreciate the wine ceremony, walk in the courtyard to appreciate the wine, and Junpin talks about the elegant narrative".
In the whole activity, interspersed with four original cultural stage plays, such as "The Spiritual Source of the Ancestors of Labor", "Three People Build a Factory and Write a Legend", "The Gentleman's Taste and the Style of Liquor", "Stick to the Inheritance and Practice the Gentleman's Product", etc., bring visual and auditory enjoyment to the participants, and artistically present the unique wine-making environment of Xijiu, the development process of the blue wisp of the road, the production technology of excellence, the long-term social responsibility and the shining Junpin culture.
It can also be seen from this that the 2024 Sommelier Project of Xijiu is not only a major upgrade of Xijiu's classic IP, but also a concentrated display of Junpin culture. In fact, as early as 2023, Xijiu will restart the "Junpin Appointment" back-to-factory tour activity, which has achieved good market feedback and consumption conversion. This year's "Wine Taster" project is an effective supplement to the "Junpin Appointment" factory tour, and it is also an important measure for Xijiu to take the initiative to "go out" to cultivate and broaden new consumer groups on the basis of "please come in".
02
Two centers, two teams, Xijiu 2024 deeply cultivates the market
It is understood that the 2024 Sommelier Project is a consumer cultivation activity carried out by Xijiu to undertake the spirit of the 2024 National Distributor Conference and fulfill the "ten-year covenant". Wine industry experts noticed that the core content of the 2024 wine taster project is supported by the two teams of wine learning: the "Junpin Culture Communicator" team and the Wine Taster team.
In the tasting session of the event, He Kaiping, a member of the national liquor evaluation committee, a technical expert in the national liquor industry, and a wine taster, led all the guests to formulate their own blending plan, and felt the ingenuity of Xijiu hidden in each cup of liquor in the do-it-yourself blending. In the propaganda part of the event, the Junpin cultural communicator told the story of Junpin culture as the host, creating a highly immersive cultural output method.
This is also the two major upgrades of the Sommelier Program, and the team of tasters of Xijiu has begun to move from behind the scenes to the front of the stage, using more professional tasting and blending skills to bring consumers a more immersive participation experience. According to the wine industry, Xijiu has selected more than 100 versatile "Junpin Cultural Recommendation Officers" through layers of selection and training, and organized more than 60 tasting teams based on technical experts such as national and provincial evaluations, and set up 10-15 propaganda teams.
This is a vivid embodiment of the strength of liquor talents. Up to now, Xijiu has more than 100 leading talents in China's liquor industry, Chinese liquor masters, Guizhou liquor masters, Guizhou liquor masters, national liquor evaluation committees (21 people), Guizhou liquor evaluation committees, senior engineers and senior engineers, and more than 2,000 professional and technical talents. In addition, Xijiu has vigorously introduced and cultivated talents in recent years, which has also provided confidence and guarantee for Xijiu to form these "two teams".
Entering 2024, further deepening the cultivation of consumption has become the top priority of the liquor market. Xijiu's 2024 Annual Distributor Conference pointed out that it is necessary to continue to deepen channel construction, continuously consolidate marketing advantages, continuously consolidate market foundation, and continue to strengthen consumption cultivation to promote product sales transformation.
Focusing on such a work focus, Xijiu has also set up two new "two centers" of marketing service center and product design research center to further help consumption cultivation and market construction. The 2024 Xijiu Sommelier Program is an important project carried out by Xijiu's newly established marketing service center.
At the event, some consumers said that the wine taster activity in Guangzhou can more effectively shorten the distance between Xijiu and Guangzhou consumers, so that Guangzhou consumers can more intuitively feel and experience the Junpin culture of Xijiu, and let Junpin culture and Guangzhou consumers have a spiritual collision.
03
践行“十年之约”，“品酒师”IP彰显“君子担当”
At the 2024 National Distributor Conference of Xijiu held on December 27, 2023, Zhang Deqin, Secretary of the Party Committee and Chairman of Xijiu Group, put forward the "ten-year question", answered the "ten-year method" and "ten-year trip", and launched the "ten-year appointment" to all Xijiu distributors.
"What kind of enterprise will Xijiu become in ten years? Ten years from now, Xijiu will definitely become a world-class and popular large-scale comprehensive enterprise group, because Xijiu has such genes and quality. Zhang Deqin said.
The development of Xijiu is always inseparable from the support and efforts of dealers, and Xijiu has always been grateful to dealers and rewarded dealers with development results. In the more than 70 years of development, generations of liquor learners have condensed the core values of "respecting morality, respecting business, and loving people" and the character of "knowing and respecting, understanding gratitude, acting modestly, and cherishing mercy" in line with the adherence to morality, craftsmanship, respect for business and respect for consumers, and form a Junpin cultural system.
The launch of the 2024 Sommelier Project is obviously the practice of Xijiu's "ten-year covenant", supporting businesses with practical actions, and working with distributors to develop markets and cultivate consumers.
"In the short term, it can attract customers and effectively translate into sales performance, which will help the construction and operation of the Xijiu brand in the long term, and then continue to benefit dealers. A distributor in Guangzhou said that through the sommelier activity, the cost of dealers looking for high-quality customers has been reduced.
The relevant person in charge of Xijiu said that at the moment of vigorously promoting Junpin culture, the "wine taster" allows Junpin cultural communicators and tasters to go out to help dealers carry out market tasting work, empower dealers and service dealers with culture and quality, enrich dealer promotion activities, and further strengthen interaction with consumers.
It can be seen that Xijiu has always walked in the same direction with the distributor as a gentleman. As Zhang Deqin said, there are common interests are friends, there are common goals and hobbies are friends, Xijiu and distributors are close relatives, close friends, Xijiu will take care of the dealers who operate in compliance in every way.
As an enterprise that "knows awe and understands gratitude", Xijiu knows that it is inseparable from the dedication and support of dealers along the way, and it is the "bittersweet and bitter" between dealers and Xijiu that has created the brilliant achievements of Xijiu's development.
On the road to becoming a world-class and popular large-scale comprehensive enterprise group, Xijiu is using the strong synergy of Junpin culture to unite the strength of the majority of dealers, and stride forward with the attitude of "gentleman in wine".