"Huaxia Wine News" reporter Liu Xuexia
On April 12, the "13th China Liquor T9 Summit", sponsored by the China Liquor Industry Association and undertaken by Shanxi Xinghuacun Fenjiu Group, was held in Taiyuan, Shanxi Province.
The China Liquor Industry Association, together with 9 liquor companies, including Moutai, Wuliangye, Yanghe, Fenjiu, Luzhou Laojiao, Gujinggong, Xijiu, Langjiu and Jiannanchun, gathered around the theme of the conference, "Building Confidence, Consolidating the Source and Improving Value", shared wonderful views and insights from different perspectives, and guided the development of the liquor industry.
The 13th China Liquor T9 Summit was held in the critical year of the 14th Five-Year Plan, which is of great significance to the development of China's liquor industry. At this summit, the leaders of leading wine companies invariably talked about several key words: high quality, long-termism, and new quality productivity······ These keywords may be the key to China's wine industry to go through the cycle and achieve sustainable development.
Under the changing situation, where is China's wine industry going?
In recent years, China's liquor industry has been surging, from production to consumption, and the liquor industry has entered a new round of great changes. Slowdown in dynamic sales, inverted prices, fierce market competition, and a series of uncertainties have brought many troubles to the development of the industry.
"In 2024, China's liquor industry will stand at a new historical starting point, facing the deep transformation of the domestic market and the dual pressure of the domestic and foreign markets. Song Shuyu, chairman of the China Liquor Industry Association, said in his speech.
Song Shuyu pointed out that in 2024, China's liquor industry as a whole will be improving, in the context of change and diversification, liquor, as one of the main driving forces of the consumer market, has undergone profound changes in the industrial pattern, a new pattern of strong differentiation of the industry has gradually formed, and the era of new increments has kicked off.
Ding Xiongjun, Secretary of the Party Committee and Chairman of Kweichow Moutai Distillery (Group) Co., Ltd. and Moutai Liquor Co., Ltd., believes that at present, the national economy is in an era of transformation, economic growth is changing from investment-driven to innovation-driven, and the whole era has undergone profound changes.
Zeng Congqin, Secretary of the Party Committee and Chairman of Sichuan Yibin Wuliangye Group (Co., Ltd.) Co., Ltd., said that in the past year, the development of the liquor industry has faced the pressure of many factors from the macro economy to the consumer market and then to industrial adjustment, and the uncertainty and instability of the development environment and the significant changes in the industry competition pattern have been unprecedented.
Yuan Qingmao, Secretary of the Party Committee and Chairman of Shanxi Xinghuacun Fenjiu Group Co., Ltd., believes that in recent years, the total consumption of liquor has continued to decline as a whole, and in addition to various factors caused by the special period of the epidemic, there are two aspects worth noting: on the one hand, there are great changes on the demand side, and on the other hand, there are great changes on the supply side. "The changes on the demand side and the supply side are combined, and the situation we are facing can be called 'great changes unseen in a thousand years'. ”
Chinese liquor can not only "fight", but also "resist fighting"
According to data released by the China Liquor Industry Association, in 2023, the liquor industry will achieve a total output of 6.29 million kiloliters, a year-on-year decrease of 5.1%. This is the seventh consecutive decline in production since 2016.
In fact, such a cycle adjustment is not uncommon in the history of liquor development. In the view of Zeng Congqin, Secretary of the Party Committee and Chairman of Sichuan Yibin Wuliangye Group (Co., Ltd.), looking at Chinese liquor on the historical timeline, adjustment is a phased form, and growth is a long-term trend.
"Chinese baijiu can not only 'fight', but also 'resist fighting'. Zhang Liandong, Secretary of the Party Committee and Chairman of Jiangsu Yanghe Distillery Co., Ltd., is also optimistic. Zhang Liandong believes that in the context of the general environment, large market and large competition, China's liquor industry bravely shoulders heavy burdens and works together to promote the liquor industry to drive more steadily on the high-quality economic development channel, adding more confidence to China's liquor "confidence". At the same time, he pointed out that no matter how the external environment changes, Chinese liquor is still based on the three footholds of "high quality, high cost performance, and high-quality development". The first is to insist on creating high-quality products. Wine is a "perceptual food", whether we can come up with high-quality, high-taste products to provide consumers, so that everyone can truly perceive the continuous improvement of quality and experience from the product, which is not only related to the expectation of consumption, but also related to the confidence of enterprise development.
Wang Junlin, chairman of Langjiu Group Company and Langjiu Co., Ltd., believes that the social economy is constantly changing, but the essence of consumers' pursuit of a better life has not changed, and they have higher requirements for the quality of liquor, better requirements for brands, and higher pursuit of taste. To this end, Langjiu has firmly taken quality as the starting point over the years, taken brand and taste as the banner, and conscientiously made the ultimate three products. The annual production capacity of Langjiu sauce wine has reached more than 70,000 tons, and the wine storage has reached 220,000 tons, and it is expected to reach 260,000-270,000 tons by the end of this year, and the storage of wine has reached 350,000 tons.
Liang Jinhui, Secretary of the Party Committee and Chairman of Anhui Gujing Group Co., Ltd., believes that it is necessary to adhere to the strength of perseverance, which is embodied in three aspects: first, the source of solid technology, Gujing attaches great importance to the cultivation of professional talents, and strives to cultivate a group of winemaking craftsmen who are willing to study, have excellent technology, knowledge and innovation; Be honest and innovative, be good at developing and using new quality productivity, and consolidate the foundation for high-quality development.
Xu Zhancheng, chairman of the board of supervisors and chief engineer of Sichuan Jiannanchun (Group) Co., Ltd., said that only by cultivating new industrial productivity can we empower enterprises to develop with high quality. For the liquor industry, the new quality productivity is not only a new driving force for the high-quality development of China's traditional liquor industry, but more importantly, on the basis of consolidating the origin and deeply cultivating the traditional industry, the elements of high-tech or new quality productivity are used to empower the traditional industry and achieve deep transformation and upgrading.
When it comes to "consolidating the origin", Yuan Qingmao, Secretary of the Party Committee and Chairman of Shanxi Xinghuacun Fenjiu Group Co., Ltd., said that if the positioning is not focused, consumers' attention will not be focused, and the brand will not be stable. "Think in terms of category, express in terms of brand", only after consumers decide the category to buy, will they choose the representative brand of the category. Therefore, the foundation of the solid source is quality and brand.
How to go through the cycle to achieve "breakthrough"?
In the face of profound changes, accelerated evolution, and continuous adjustment of the development pattern, how to adapt to the situation and lead China's liquor industry through the cycle has become a must-answer question in front of famous and high-quality liquor companies.
Zeng Congqin, Secretary of the Party Committee and Chairman of Sichuan Yibin Wuliangye Group (Co., Ltd.) Co., Ltd., said that liquor, as a long-cycle industry, must adhere to long-term value, find deterministic growth opportunities in providing more and better choices for people's high-quality life, and find growth opportunities from quality consumption upgrading, core group change, drinking preference evolution, market boundary expansion, and industrial transformation and upgrading. Famous wine enterprises should promote the high-quality development of the industry from the "five focuses" and "five efforts". The first is to focus on scientific and technological innovation to carry out value creation and strive to promote the re-improvement of quality value; the second is to focus on intelligent transformation and digital transformation to carry out value creation and promote the re-upgrading of industrial value; the third is to focus on market layout to carry out value creation and promote the reactivation of consumption value; the fourth is to focus on green transformation to carry out value creation and promote the re-manifestation of ecological value; fifth, focus on integrated development to carry out value creation and strive to promote the re-amplification of the value of production areas.
Liu Miao, Secretary of the Party Committee and Chairman of Luzhou Laojiao Group (Co., Ltd.) Co., Ltd., believes that in order to seek new opportunities in the challenge, China's liquor industry should enhance scientific and technological innovation, strengthen the value leadership of Chinese liquor, enhance new quality productivity, promote the value creation of Chinese liquor, enhance the quality vitality and build a solid foundation for the value of Chinese liquor, enhance industrial influence, improve the value recognition of Chinese liquor, enhance international competitiveness, and help the value of Chinese liquor jump.
Wang Diqiang, deputy secretary of the Party Committee and general manager of Xijiu Group, said that behind the competitiveness of Chinese liquor, it is cultural endurance and cultural wisdom that are tested. It is necessary to strengthen unity and cooperation, strengthen cultural self-confidence and road self-confidence, jointly promote the culture of China's liquor industry from the "era of corporate culture" to the "era of industrial culture", and promote the liquor industry with Chinese culture as the symbol to take root in the international market.
Ding Xiongjun, Secretary of the Party Committee and Chairman of Kweichow Moutai Distillery (Group) Co., Ltd. and Moutai Co., Ltd., believes that in recent years, wine aesthetics has become a common value in the industry. To achieve the sustainable development of China's liquor industry, the key to solving the problem is "aesthetics". Through "aesthetic practice", we can do a good job of wine articles in the beauty era. Specifically, the problem can be solved from three dimensions. The first is to solve the problem from "people" and solve the problem of "who will drink". The core is the cultivation of consumers, and the topic is to lead the new identity of wine culture, and the second is to solve the problem of "space" and solve the problem of "where to drink". The core is to create a consumption scene, and the topic is to create a new experience of wine consumption, and the third is to solve the problem from "time" to solve "when can I drink". The core is to cultivate consumption habits and lifestyles, and the topic is to lead a new trend of wine tasting.
"The industry that brews a beautiful industry and brings happiness to life must be an eternal sunrise industry. Let's work together to usher in a better new era. Song Shuyu, chairman of the China Liquor Industry Association, finally emphasized.