Bucking the trend for five consecutive increases, the old famous wine under qualityism.
Text | Xu Linhao
At present, the entire liquor industry has entered a period of adjustment, and the trend of brand concentration is becoming more and more obvious. The general environment is downward, but there are still some excellent brands that can swim against the current, and Shacheng Laojiao is one of them.
Recently, Weijiu learned from the market that Shacheng Laojiao has achieved five consecutive years of growth through the implementation of the quality strategy, especially in 2023, it has achieved a contrarian growth of more than 73%.
Weijiu believes that the success of Shacheng Laojiao can be attributed to the three principles of "simplicity": making good wine, storing good wine, and selling good wine. Shacheng Laojiao adheres to long-termism, continues to shape high-quality production capacity, ages old wines, and presents high-quality wines to consumers through "cultivating internal strength".
01
Advantageous production area + old cellar pool + old technology
All-round construction of "King of Wine quality"
Famous wine companies regard high-quality production capacity as the core element of strategic development, and promote high-quality development with high efficiency. Relying on resources such as advantageous production areas, old crafts, and old cellar pools, Shacheng Laojiao has created high-quality production capacity, and the "sand wine" produced is scarce, high-quality and irreproducible.
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In the context of the overall decline in the output of the liquor industry, the production capacity of leading liquor companies has been expanding in recent years. According to public information, throughout 2022, Moutai, Wuliangye, Yanghe and other famous liquor companies have announced nearly 50 expansion projects, involving no less than 200 billion yuan and expanding production capacity of about one million kiloliters. Shacheng Laojiao is also actively expanding production, with an annual output value of 3 billion yuan in a new packaging workshop and a wine research and development center has been completed and put into operation, with an annual production capacity of 100,000 tons of finished wine.
Shacheng Laojiao Winery is located in the Huaizhuo Basin, and its unique natural environment has shaped the "Shajiu Flavor". With 1996 live cellar pools + more than 100 ancient cellar pools of the Ming and Qing dynasties, Shacheng Laojiao has formed non-migratory microbial resources, combined with the traditional old five retorts and Beidou technology, through at least 90 days of active fermentation and at least five years of jar storage, to create an elegant, soft and sweet vintage old liquor.
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Relying on "advantageous production areas + old cellar pools + old technology", Shacheng Laojiao has established the value benchmark and quality model of northern liquor. In the decades of development, the company has been awarded more than 100 awards, such as "China Liquor King", "National Light Industry Quality Product", "China Time-honored Brand", "National Famous Liquor" and "National Quality Gold Award".
Another industry observer said that high-quality production capacity is the fundamental guarantee for the future growth of enterprises, and only by revitalizing the stock production capacity and eliminating inefficient production capacity can we continue to release long-term value and promote the sustainable development of the industry.
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10,000 tons of wine storage pottery jar wine storage
High-quality energy storage continues to expand
Three points of good wine depend on brewing, and seven points depend on storage. In the brewing cycle of baijiu, the production of high-quality baijiu is only the starting point, and it is also necessary to use time to allow the liquor to age, transform into precious old liquor, and finally achieve the high quality of the product.
Aromatic liquor accounts for half of the liquor market share and will continue to be the main consumer in the future. The strong aroma liquor is a liquor category that needs time to precipitate, and in order to fully interpret its value through time, enterprises must have enough raw liquor energy storage.
Weijiu learned that Shacheng Laojiao originated in the Yuan Dynasty, flourished in the Ming and Qing dynasties, and was established in 1949, and it has a rare underground wine warehouse of 10,000 tons in the country, storing a huge amount of old wine for more than 10 years and 20 years. Especially in terms of the reserve capacity of strong aroma old wine, Shacheng Laojiao is firmly in the leading position in North China.
For Shacheng Laojiao, the pursuit of a huge wine storage capacity is not the ultimate goal, but the completion of quality shaping is the fundamental. The distillery insists on using pottery jars as wine storage containers to enhance the scarcity and value of old wine. Different from stainless steel wine storage tanks, the pottery jar has the characteristics of "breathable and impermeable", which can make the oxygen in the air enter the wine jar and produce a "micro-oxygen circulation" with the original wine, and the aging effect of the wine body is much higher than that of most wine storage utensils.
At the same time, the constant temperature and humidity environment improves the quality of the old wine in the storage process, and the 10,000-ton underground pottery altar wine warehouse continues to output high-quality base wine, which has become the cornerstone of ensuring the high quality, high quality and high benchmark of Shacheng Laojiao products.
Since the completion of the 10,000-ton underground pottery jar wine warehouse, Shacheng Laojiao has always adhered to the concept of "storing new wine and drinking old wine", adhered to long-termism, and continued to increase the reserves of high-quality production capacity of the enterprise to ensure the high quality of products. It is reported that the comprehensive energy storage of raw liquor in Shacheng Laojiao is still improving, and the energy capacity will reach 50,000 tons by the end of the "14th Five-Year Plan".
03
Strengthen the foundation and deepen the market
Shacheng Laojiao's sales power has skyrocketed
Judging from the strategic practice of Shacheng Laojiao in recent years, the company is transforming from "only making good wine" to "making good wine and selling good wine". In the past five years, Shacheng Laojiao's strategy of cultivating old liquor has strengthened the foundation in multiple dimensions such as product matrix building, market cultivation and market operation, and has achieved outstanding development results.
First, it continues to build a diversified product matrix, and Shacheng Laojiao has become a real value leader with the help of the strong aroma old wine strategy. A series of single products such as Shacheng Shuangling, Shacheng Laojiao • Pottery Puree, Shacheng Laojiao • Ninety-five Edition, Shacheng Laojiao • Huang Laojiao, etc., cover the price range of products in an all-round way, and meet the taste and price needs of different consumer groups.
In 2022, Shacheng Shuangling, Taozang Puree and other high-end, mid-to-high-end aroma products achieved 100% sales growth, thereby enhancing the visibility and accessibility of the brand.
Second, focusing on the growth of C-end consumers and B-end customers, Shacheng Laojiao has increased the cultivation of the core market, and continued to carry out activities such as the Shacheng Laojiao Old Liquor Cultural Festival, the Shacheng Laojiao Time Private Banquet, and the Shacheng Laojiao Pottery Puree Old Liquor Value Promotion Meeting, so as to cultivate consumers' value perception of the quality of the old liquor and shape their recognition of the corporate culture of Shacheng Laojiao through "tasting" and "playing".
Third, to strengthen market operation, Shacheng Laojiao has configured a professional sales team for key dealers through the precise layout of various districts and counties. Focusing on the markets of Hebei, Tianjin and Inner Mongolia, we have deepened strategic cooperation with major partners, and successfully expanded the market territory steadily across the country.
A distributor rooted in the North China market said to Weijiu: "The market policy launched by Shacheng Laojiao is very flexible, the repurchase rate of key products is very high, and the influence of the brand is also increasing, so we are very confident in doing it." ”
The current liquor industry has undoubtedly entered an era of stock competition, and Shacheng Laojiao has gained a firm foothold in the North China market and has become a mainstream brand, thanks to its consistent quality and long-termism. Only by striving for excellence in quality and respecting consumers from the bottom of our hearts can we make great progress in the current era of stock competition.
From making good wine, storing good wine to selling good wine, Shacheng Laojiao has formed a perfect industrial closed loop with quality, and it has become inevitable that it will be stable and far-reaching in the wine market.
We believe that the future of the industry will inevitably belong to such enterprises, and the industry will usher in a healthier new pattern under its promotion.
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