In pursuit of high-quality development, Baishui Dukang set off "domineering".
Text | Xu Linhao
On April 15, the "2024 Seminar on the High-quality Development of Baishui Dukang Partners" was held in Sanya, where nearly 200 people, including elites in the wine industry, industry leaders, "Baishui Dukang" brand partners, and mainstream industry media, gathered together to seek the high-quality development strategy of partners and discuss the future blueprint of the Baishui Dukang brand with the theme of "Steady and Far-reaching, Bravely Climbing the Peak".
2024 is a critical year for the implementation of the 14th Five-Year Plan, a year for the economy to recover and regain consumer confidence, and a core year for Baishui Dukang to deepen its market strategy and achieve high-quality development. Through the successful holding of the seminar, the industry was able to witness the "domineering" departure of Whitewater Dukang with a new attitude.
01
Factories and businesses go in both directions
Create an orderly market environment
The liquor industry has faced a crisis of trust in the past, and problems such as price gouging, counterfeiting and selling have had a significant impact on the reputation of the entire industry. Local market supervision bureaus have introduced a series of supervision measures to standardize market order and create a benign consumption atmosphere. In order to achieve the goal faster and better, it is necessary for factories and businesses to work together to achieve two-way running. Weijiu learned from the seminar that in recent years, Baishui Dukang has strictly "shot" in channel management and has achieved remarkable results.
▲Shang Jingfeng, vice president of Shaanxi Dukang Liquor Group, interpreted the results of market control
Shang Jingfeng, vice president of Shaanxi Dukang Liquor Group, said that since 2022, Baishui Dukang has strengthened the market regulation policy, the company's market supervisors, professional lawyers, and anti-counterfeiting personnel outside the factory have increased from 20 to more than 100, the complaint rate has gradually decreased from 9% to 1.7%, and the praise rate of products has increased from 86% to 95%.
▲Zhang Hongjun, chairman of Shaanxi Dukang Liquor Group
Zhang Hongjun, chairman of Shaanxi Dukang Liquor Group, pointed out that last year, Baishui Dukang cut more than 160 barcodes to standardize the market, but still achieved a 36.7% growth rate in sales performance.
How to promote the high-quality development of the brand from the channel side? Baishui Dukang calls on partners to take responsibility from three aspects:
The first is to respect contracts. The partner is required to abide by the "spirit of the contract", and the company will investigate the legal responsibility of the partner who violates the principle of good faith and abuses the terms of the contract.
The second is strong protection. Protect intellectual property rights, strengthen inspections, and take corresponding measures to protect behaviors that infringe on Dukang's trademark rights, market reputation, and damage to consumer rights and interests in accordance with the law.
The third is to strike hard. There is zero tolerance for "selling counterfeits", and the production and abuse of bar codes beyond the contract will be severely cracked down on in accordance with the law.
At the meeting, Shaanxi Dukang Liquor Group also gave tens of millions of gold rewards to partners who have worked hard and worked hard in the past to commend their outstanding performance in the process of brand development.
A distributor present said to Weijiu: "The market control measures made by Baishui Dukang are both strict and powerful, which has many benefits for partners. The most direct manifestation of this is the avoidance of vicious competition and the prevention of erosion of profit margins, which allows us to focus more on improving sales and service without worrying about the negative impact that market disruption may have on performance. ”
02
Strong endorsement and high exposure
Enhance brand power with "five tyrants".
Since the establishment of the factory in 1976 at the ancient site of Du Kang Liquor, Baishui Du Kang has gradually risen to become one of the top 100 liquor companies and benchmark private enterprises that have won the glory of 100 flags and trophies, and has once again appeared on the list of China's time-honored brands. Over the long years, the entire industry has witnessed the high-quality development trajectory of Baishui Dukang from its inception to prosperity, and its brand building has become more and more solid and steady.
With a multi-dimensional and multi-angle marketing strategy, Whitewater Dukang has achieved strong brand endorsement and high exposure, and its effect can be summarized by the "Five Tyrants":
First, "dominating the screen", making a strong display on important media platforms such as NASDAQ and CCTV 13, helping the brand win more market share.
Second, through extensive publicity in key transportation hubs such as airports, high-speed rail stations, and subway stations, it has built a multi-dimensional communication network, with highly mobile and wide-coverage advertising, helping Baishui Dukang quickly spread its brand information to a large number of audiences.
Thirdly, the "Bahui" has frequently appeared in sugar and wine fairs, expos, CIIEs, consumer expos and various forums and conferences, communicating face-to-face with customers and businessmen, and constantly expanding the brand's popularity and influence;
Fourth, "Ba Activities", through sponsoring diversified activities such as football games, basketball games, calligraphy competitions and cultural festivals, gradually completed the promotion of corporate culture and consumer cultivation, and effectively broadened the audience of the brand.
Fifth, "Tyrant Award". With a series of honors and awards, such as the Asian Consumer Trust Brand, the Gold Medal of the Panama International Exposition, the review of China's time-honored brand, the wine used as a national gift for the Belt and Road Initiative, and the designated wine of the Ministry of Foreign Affairs, the historical position of the "Ancestor Brand" has been further consolidated.
▲Zhou Jun, Secretary of the Party Committee of Shaanxi Dukang Liquor Group, delivered a speech
Zhou Jun, Secretary of the Party Committee of Shaanxi Dukang Liquor Group, said that in 2023 alone, Baishui Dukang will participate in dozens of large-scale cultural and commercial events such as the "Belt and Road", the Global Diplomat Welcome Dinner, the International Football Association, the Expo, and the beautiful countryside.
Overall, WhiteWater Dukang's marketing strategy is a successful brand promotion case, which not only helps the brand itself to enhance its value, but also provides new ideas and directions for the marketing of the entire wine industry. Comprehensive, precise and innovative, WhiteWater Dukang will undoubtedly continue to maintain its leading position in the future market competition.
▲Shaanxi Baishui Dukang and Shaanxi joint signing ceremony
At the seminar, Baishui Dukang and Shaanxi jointly held a signing ceremony, which also marked a solid step for the company to expand the market and enhance its brand influence. The two sides will jointly explore a new model of cooperation, and make every effort to promote the revitalization of Shaanxi football and the revival of Dukang's traditional brand through resource sharing and complementary advantages.
In the view of Weijiu, sports marketing has long become an important part of cross-border marketing of wine companies, and football events are one of the sports sectors with the widest coverage and the most prominent effect. Football fans have become a high-quality user group with labels such as high loyalty and strong spending power. Focusing on sports marketing is a strategic choice with great potential for WhiteWater Dukang.
03
Expand production capacity and improve quality
Cohesion and development determination
In the past decade, China's liquor industry has experienced a contraction of nearly half of its output, while the industry's revenue and profit have grown by about 51% and 188%, respectively. According to agency forecasts, the total size of China's liquor market is expected to jump to a new trillion yuan by 2026, from 756.3 billion yuan in 2023, despite the continued decline in liquor production.
Trends show that the liquor industry is experiencing capacity optimization, while driving the transformation of enterprises to a higher quality and efficient development model. In this context, adhering to qualityism has become the cornerstone of the entire liquor industry towards future development.
At the same time, under the guidance of "brewing a good fragrance and doing a good job in the market", the company's brewing process is constantly making breakthroughs and innovations, and the core competitiveness and market share of products have been comprehensively improved.
Shaanxi Dukang Liquor Group relies on the core brand - Baishui Dukang and Thirteen Dynasties to build a strong product driving force. With its excellent quality, the strong single products under the fragrance category have been concerned by the industry and the consumer market, and have been exported to Europe, Africa, Southeast Asia and other regional markets.
Production capacity is the "reservoir" of Baishui Dukang's cohesion and development determination, and the improvement of quality also lies in the continuous expansion of high-quality production capacity. Weijiu learned from the seminar that the 10,000-ton base wine production capacity project of Baishui Dukang is progressing in an orderly manner, and the 5,000-ton base wine brewing production line will be officially completed and put into operation in 2022, and the current production capacity of the factory will reach 7,500 tons. After the completion of the 10,000-ton project, the industrial model of "storing new liquor and selling old liquor" will be further closed-loop, and the finished liquor produced in the current year will be discontinued.
▲Gong Shu, the representative of the outstanding partner, made a speech
For the strategy of Baishui Dukang, Gong Shu, the representative of the partner, made up his mind to say that the future market must be the market of brand quality, strengthen quality management, and make every pass good, so that the quality of "Baishui Dukang" will win the reputation in the market, and continue to actively cooperate in the future to be the builder of the Baishui Dukang brand, with customer first, quality as the base, channel as the king, and work together for the brand of Baishui Dukang.
Improving quality, strengthening the brand, and standardizing the market, through this seminar focusing on high-quality development, Baishui Dukang sent a firm signal to the market. In the eyes of industry insiders, the company has made all-round preparations for a new round of development, and is moving towards a new journey of revival of old famous liquor with a new attitude and solid pace.
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