Author | Caijing New Media Writer: Shu Zhijuan/Text: Wang Jingya/Editor
"The sales of Guotai wine exceeded our expectations, and it can be said that it is a good start for the whole year. A few days ago, Cai Zhicheng, general manager of Jiangxi Ganzhou Hanpin Liquor Industry, a distributor of Guotai liquor, said that near the Spring Festival, in order to seize the peak season and sales, the company has prepared nearly 10 million yuan of Guotai liquor, almost all of which have been booked.
Not only in Ganzhou, but also in Guangzhou, Qingdao, Zhengzhou and other places, many dealers said that the current inventory of Guotai liquor has been basically sold out, and its products such as China Taiwan National Standard, Guotai 15 Years and Guotai Dragon Liquor are particularly popular.
In the market, the opening rate of Guotai liquor is continuing to grow. According to Peng Hong, president of the Guangdong Liquor Industry Association, Guotai liquor will grow rapidly in Guangdong in 2023, especially the corkage rate of Guotai national standard liquor has a great advantage in the same price segment in Guangdong.
At present, the liquor industry is in a period of adjustment, why can Guotai become the "favorite" of consumers? The industry believes that on the one hand, Guotai has done warm interactive exchanges through accurate big data portraits, cultivated C-end users, and achieved greater community popularity and active purchase; on the other hand, Guotai has always insisted on using real money to support businesses, in addition to a series of "business" and "business" policies throughout the year, it has also laid a solid foundation for high-quality development by developing the banquet market and laying out the construction of emerging channels.
Guotai liquor is popular in the Spring Festival market, and the terminal corkage rate continues to increase
"The Spring Festival stocking is basically booked. According to a Guotai distributor in Qingdao, during the Spring Festival this year, the Guotai liquor stocked by the store was sold out, and later it was replenished again and was also booked.
Similarly, in Zhengzhou, some distributors said that the Guotai liquor prepared by his company has also been basically booked. "Several customers are afraid of running out of stock, and they are urging us to deliver the goods. The dealer said that as the Spring Festival approached, the Guotai liquor in the warehouse was basically emptied, and the replenishment had all been booked.
Through communication with a number of distributors, the author learned that at present, Guotai National Standard Liquor, Guotai 15 Years and Guotai Dragon Liquor are products favored by consumers in the Spring Festival market. Among them, as the fist product of Guotai's thousand-yuan price band, Guotai has been recognized by many companies and enterprises for 15 years, "such as banquets and business gatherings at the end of the year, there will be many companies that choose Guotai for 15 years."
Cai Zhicheng, a Guotai dealer from Ganzhou, Jiangxi, believes that the basis of Guotai's strong sales lies in excellent quality.
Guotai Liquor originates from the core production area of China's soy sauce liquor, and always adheres to the authentic origin, authentic raw materials, authentic craftsmanship and authentic quality, and the unique water, soil, air, climate, wine-making microorganisms, raw materials and processes of Moutai Town jointly create the authentic soy sauce aroma of Guotai Liquor.
On the basis of adhering to the "four authentic ones", Guotai has created a good taste of the wine through repeated blending and comparison. Guotai 15 years is led by Xu Qiang, a master of Chinese soy sauce wine blending, and a number of national liquor judges have set up a blending team to optimize the base liquor, select more vintage old liquor, carefully blend, and make the vintage longer and the old wine more fragrant, ensuring that every bottle of Guotai 15 years old is an authentic and authentic high-vintage soy sauce wine.
In the market, Guotai has launched a large C segment strategy and continuously upgraded and increased consumer cultivation. For example, in 2023, the 15th Anniversary of Guotai Zunpin Feast will be held across the country, giving the alcohol consumption scene new ideas of personalization, aesthetic experience and cultural implications, which not only meets the needs of different groups of people to upgrade their alcohol consumption, but also becomes a gathering place for many elite people.
It is understood that so far, the 15th year of Guotai Zunpin Feast has been held in Guangzhou, Shanghai, Jinan, Qingdao, Xi'an, Chongqing, Wuhan, Zhengzhou, Foshan, Shenzhen, Guiyang, Hangzhou and other places, allowing tens of millions of people to appreciate the charm of high-end soy sauce wine in the core production area of Moutai Town.
Xiao Zhuqing, a senior commentator in the wine industry, believes that if soy sauce wine enters the 2.0 track, wine companies need to establish a national sales and service system, cultivate consumers' psychological price expectations, and improve the public's sense of value in order to maintain competitiveness in the stock market. In years of consumer education, Guotai has continued to consolidate its positioning as a mental resource in the hearts of consumers through word-of-mouth communication and consumer experience sharing.
Zhu Danpeng, an analyst of China's food industry, pointed out that Guotai was able to break through in the fierce market because Guotai has formed a brand effect, scale effect and a complete industrial chain after years of development. The most important thing is that Guotai has achieved online and offline integration through an omni-channel operation strategy, laying a solid foundation for its counterattack.
Integrity and innovation, increase the construction of emerging channels to release growth space
According to the data, in 2023, Guotai will innovate and change, pay attention to consumption cultivation and market sales, pay attention to overall high-quality development, and make steady progress in sales. Among them, as the two major strategic products created by the company, Guotai national standard liquor has made new breakthroughs, with sales volume increasing by 54% year-on-year and dynamic sales increasing by 49%, and Guotai sales volume increasing by 18% year-on-year and dynamic sales increasing by 9% in the past 15 years.
And this is also the reason why dealers continue to choose to cooperate with Guotai. A Guotai distributor from Qingdao said that in recent years, the liquor industry has entered a period of adjustment, and the soy sauce wine category has also been impacted. It is precisely because Guotai attaches great importance to the basic work of the market, constantly adjusts its sales strategy, and is closer to the market and the terminal, which will bring more stable growth.
Zhengzhou dealers said that Guotai can not only achieve sound and strong implementation in dealer support, but also gradually establish a market network with a longer chain and higher market share through the new ecology of co-creation and sharing, co-governance and co-management by manufacturers. In 2024, he will work with Guotai to manage the brand and further expand and strengthen the market.
Not only that, in the context of the intensification of involution in the industry, Guotai has increased the construction of emerging channels, opened up the banquet market, and set off a "Guotai phenomenon" in terminal banquet consumption to further expand the growth space.
In 2023, the Guotai National Standard Liquor Operation Center will focus on banquet channels, and manufacturers will collaborate to carry out 60,000 banquets and 965,000 tables of various banquets such as wedding banquets, birthday banquets, and college banquets, affecting more than 9.6 million consumers, and becoming a leading brand or even a preferred brand of mid-to-high-end banquet wine in some regions. Compared with the target of 30,000 banquets, 500,000 tables, and 5 million people proposed at the beginning of the year, Guotai has nearly doubled the annual banquet expansion task. Especially in Guangzhou, Zhengzhou, Jinan, Yan'an, Qingdao and other cities, the momentum of "banquets and drinking Guotai" continues to strengthen.
In Cai Zhicheng's view, the banquet craze of Guotai wine is not accidental, but inevitable. On the one hand, Guotai really focuses on consumers in the promotion of banquets to meet the needs of one-stop procurement; on the other hand, it truly achieves "nanny-style" services and has launched a set of marketing policies focusing on the banquet market, including rewarding the big health product portfolio and setting up personalized reward projects, etc., and dealers only need to follow the banquet policy.
Zhu Danpeng said that the expansion of the banquet market is a systematic project, and Guotai skillfully combines the terminal with consumers, which is expected to release more space in the banquet market in the future.
At the same time, in 2023, Guotai will also reach a strategic cooperation with Country Garden Service Group, and in the future, the two parties will rely on Country Garden Service Group's nationwide community resources, property ecology and integration capabilities to promote Guotai Liquor into thousands of households, jointly provide consumers with high-quality products and services, and open up a new blue ocean for family drinking.
Entering 2024, Guotai has also upgraded the opening of the lid prize activity, not only adding a new "one more bottle" reward, but also further expanding the scope of products participating in the event, including Guotai Guobiao, Guotai Guobiao 10, Guotai 15 years, Guotai Dragon Wine, Guotai Sauce Wine Series, Guotai Fine Wine, Guotai Gifts and other products that are widely loved by consumers. This upgrade will undoubtedly further enhance the opening rate and reputation of Guotai Liquor, and it is also a greater support for distributors.
Strengthen the C-end to achieve effective interaction with more consumers
2024 is a critical year for the development of China's liquor industry, how should liquor manufacturers open up a new situation in the changing situation? The industry generally believes that under the new cycle, branding and quality are still the development trend of the industry, but the test of enterprises is more about patience, carefulness and confidence in market cultivation.
In the face of severe challenges, Guotai aims to be "China's new famous liquor", so that a wider range of consumers can establish their awareness of Guotai's brands and products, and establish the brand image of Guotai's "China's new famous liquor" from the consumer's mind.
However, cultivating the minds of consumers is a three-dimensional, long-term and complex system project, which cannot be achieved overnight. On the other hand, in 2023, Guotai will carry out a diversified layout around various consumption scenarios such as self-drinking, collection, and gifts, and truly "live" the cultivation of consumers.
It is worth noting that in 2023, Guotai will join hands with Yabuli Forum and China High Association to plan a series of activities such as the Diejiao Dragon Boat Race, Fujian Bo Cake, Guangdong's "Promoting Consumption and Revitalization" Good Wine into Famous Enterprises, and the Guangdong-Hong Kong-Macao Greater Bay Area "Fine Wine, Food and Beautiful Life", and continue to carry out the "Tongda Feast" of Guotai National Standard Liquor, the "Exclusive Feast" of Guotai 15 Years, and the "Supreme Dragon Banquet" of Guotai Dragon Wine, and make great efforts, spend real efforts, and cultivate the market with real money.
A series of measures have enabled the brand image of Guotai China's new famous liquor to be recognized by more and more consumers, and the brand value has continued to grow. In 2023, on the 15th "Huazhu Cup" Chinese liquor brand value list, Guotai will continue to rank tenth in Chinese liquor and third in Guizhou liquor with a brand value of 206.268 billion yuan, with a significant increase in brand value.
It is understood that in 2024, Guotai will focus on the goal of creating a new famous wine in China, and do a good job in the three major events of making good wine, drinking good wine, and drinking good wine. Among them, in terms of consumer cultivation, Guotai's core strategy is the trinity of product, brand, and promotion to better carry out consumer cultivation.
Zhu Danpeng pointed out that as Guotai continues to deepen the cultivation of consumers, it will further accelerate the process of creating new famous Chinese liquor while achieving effective linkage with more and more target consumers.