The name of famous wine lies in the guidance of the pattern and the responsibility of the times.
Text | Wang Yuanli
Kotler, the father of marketing, foresaw in his book "Marketing Revolution 3.0": the market has entered the era of marketing 3.0 centered on "value".
In recent years, famous wine brands have always led the industry forward, constantly creating new value and opening up new cognition in the industry. In response to the leap in the value of famous liquor, Liu Miao, Secretary of the Party Committee and Chairman of Luzhou Laojiao Group (Co., Ltd.) Co., Ltd., recently appeared at the China Baijiu T9 Summit and delivered a keynote speech on "Strengthening Confidence, Simultaneous Development of Five Forces, Value Jumping, and Working Together to Promote the High-quality Development of Chinese Baijiu", which interpreted the value leap path of Chinese Baijiu from five aspects: scientific and technological innovation, new quality productivity, quality vitality, industrial influence, and international competitiveness.
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The value of time creates a famous Chinese wine
It has been more than 70 years since the first National Wine Appraisal was held in 1952, and throughout the 70 years, although the development of the brand with the identity gene of famous wine has been ups and downs, it has always been able to create brilliance with the profound value of famous wine.
What is the value of fine wines?
If you want to explore the value of famous wines, you might as well go back to the roots. At this year's China Baijiu T9 Summit, "consolidating the origin" is also one of the core themes. For Luzhou Laojiao, sticking to the origin of brewing not only represents respect for tradition, but also the pursuit of quality and the inheritance of culture. The traditional brewing skills of Luzhou Laojiao Liquor began in 1324 and have been passed down for 700 years, with 24 generations of continuous dedication and research, which has promoted the continuous upgrading of the quality of liquor.
In the 700 years that the traditional brewing skills of Luzhou Laojiao liquor have been passed down from generation to generation, Luzhou Laojiao has been using practical actions to "make the quality of Chinese liquor visible".
The root is in inheritance and innovation, which is the root of the quality vitality of Luzhou Laojiao. In addition to adhering to the solid brewing of pure grains, Luzhou Laojiao has also improved traceability and strengthened management, and improved quality and efficiency through intelligent transformation and digital transformation. Through "new ideas, new technologies and new models, Luzhou Laojiao has further promoted the liquor industry to the top of the value of the industrial chain", as Liu Miao emphasized at the meeting, "no matter how the external environment changes, Luzhou Laojiao's original intention of brewing spiritual and material beauty for consumers with high quality remains unchanged." ”
For 700 years, Luzhou Laojiao has been able to endure loneliness, which has also enabled Luzhou Laojiao to better study the technology in its own field and continue to climb to the top, thus establishing an absolute position in this industry.
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Innovation + marketing to drive the value of famous wines
The innovation map of Luzhou Laojiao is not only reflected in the micro level of product research and development and process improvement, but also in the macro level of corporate culture and brand building. In Liu Miao's speech on the theme of "Strengthening Confidence, Simultaneous Development of Five Forces, Value Jumping, and Working Together to Promote the High-quality Development of Chinese Baijiu", he focused on focusing on the improvement of scientific and technological innovation and new quality productivity.
In terms of scientific and technological innovation, Luzhou Laojiao has been keeping up with the pace of the times, actively introducing and applying new technologies and new processes, improving production efficiency and product quality, and by increasing investment in scientific research, establishing close cooperation with universities and scientific research institutions, constantly promoting the innovation and development of liquor brewing technology, and making positive contributions to the scientific and technological progress of the industry. At the scene, Liu Miao also shared specific measures to strengthen platform construction, accelerate innovative research and accelerate the transformation of achievements.
In terms of new quality productivity, Liu Miao emphasized that with the advent of the era of Industry 4.0 and artificial intelligence, accelerating the digital transformation of the liquor industry has become a compulsory course for China to build new quality productivity. Next, Luzhou Laojiao will strengthen the work of digital intelligence empowerment marketing, digital intelligence empowerment production, and digital intelligence empowerment management.
At the same time, in terms of marketing model, Luzhou Laojiao is also actively embracing new technologies and realizing accurate interaction and deep connection with consumers through digital marketing technology. "We will actively explore the construction of digital intelligence marketing platform and the transformation of the marketing team, and use digital intelligence marketing to open up new growth poles in the industry. Liu Miao further said.
It is worth mentioning that the innovative practice of Luzhou Laojiao has once again been certified by its strength. Recently, according to the rotating chairman system of the Liquor Technology Innovation Strategy Development Working Committee of the China Liquor Industry Association, Luzhou Laojiao Co., Ltd. was identified as the current chairman unit of the Liquor Technology Innovation Strategy Development Working Committee of the China Liquor Industry Association in 2024/2025, and Liu Miao was appointed as the current chairman of the Liquor Technology Innovation Strategy Development Working Committee of the China Liquor Industry Association in 2024/2025.
Returning to the origin of marketing management, Drucker once mentioned in the classic works of management: enterprises have two most basic functions, one is innovation, and the other is marketing. The combination of innovation and marketing will help Luzhou Laojiao form a strong synergy and further promote its rapid growth.
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Luzhou Laojiao's "value jump"
As a representative of China's famous liquor, the "name" of Luzhou Laojiao lies not only in its 700-year-old value inheritance and innovation, but also in its brand spirit of leading the industry pattern and bravely shouldering the responsibility of the times.
On the one hand, the development of the liquor industry is inseparable from the synergy of the industrial chain and the play of the cluster effect, Liu Miao proposed the "five forces" construction, pay attention to the promotion of industrial influence, through close cooperation and resource sharing with upstream and downstream enterprises, to promote the improvement and optimization of the industrial chain. At the same time, according to Liu Miao, Luzhou Laojiao also actively participates in the activities of industry associations and organizations, promotes exchanges and cooperation in the industry, and contributes to the prosperity and development of the entire liquor industry.
As a famous wine company, Luzhou Laojiao not only pursues economic benefits, but also assumes social responsibility and actively responds to the needs of the times. While always adhering to the concept of green, environmental protection and sustainable development, paying attention to the rational use of resources and environmental protection, Luzhou Laojiao also actively participates in public welfare undertakings, gives back to the society, and shows a good image of the enterprise. An industry insider also believes: "Luzhou Laojiao continues to contribute more to the inheritance and development of Chinese liquor culture, further leading China's liquor to a high-quality development track, and reconstructing the industrial value of Chinese liquor." ”
▲Luzhou Laojiao appeared at the "Hello! China" tourism promotion conference, a grand gift to the 60th anniversary of the establishment of diplomatic relations between China and France
On the other hand, with the in-depth development of globalization, Luzhou Laojiao is also continuously improving its international competitiveness by strengthening international cooperation and expanding overseas markets, contributing to the internationalization process of Chinese liquor. At the scene, Liu Miao explained the three measures of Luzhou Laojiao to enhance its international competitiveness and help the value of Chinese liquor jump: one is to build a standard system and focus on seizing the market highland, the second is to set up a product promotion matrix to jointly create an elegant image, and the third is to build a talent echelon and work together to build a strong operation guarantee.
From the perspective of the industry, for a famous wine like Luzhou Laojiao, it is not only an economic and cultural exchange, but also a leapfrog value enhancement for a national brand with a profound historical heritage. In the future, with the deepening of overseas market layout, Luzhou Laojiao will also further lead the value conversion of Chinese liquor.
▲Lin Feng, general manager of Luzhou Laojiao Co., Ltd., attended the award ceremony of the women's singles champion and runner-up of the 2024 Australian Open Tennis Championships and presented the runner-up trophy to Zheng Qinwen
To sum up, the "five forces" thinking proposed by Liu Miao not only pointed out the direction for the company's own development, but also provided useful thinking for the modernization of the entire liquor industry. In the future, with the continuous advancement of scientific and technological innovation, the continuous improvement of new quality productivity, the continuous strengthening of quality vitality, the continuous expansion of industrial influence and the continuous enhancement of international competitiveness, China's liquor industry will usher in broader development prospects.
"Luzhou Laojiao's summary and refinement of the 'five forces' will further promote the development of Chinese liquor to achieve higher quality and more sustainable development. An industry observer commented.
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