"Huaxia Wine News" reporter Miao Qian
On April 19, sponsored by Shandong Sugar and Liquor Non-staple Food Business Association, undertaken by Huaxia Liquor News and China Liquor Industry News Network, and co-organized by Guojing Group and Shandong Xinxing Group, the theme forum of "Watching the Tide of the Sea of Wine, Stabilizing the Bank of Shandong Liquor" - the theme forum of the 2024 Spring (88th) Shandong Sugar and Liquor Commodity Fair was held in Zibo.
In the face of the current situation that "in the liquor market with an annual consumption of more than 60 billion yuan in the Shandong market, the proportion of liquor outside the province has exceeded 6 percent, reaching about 40 billion yuan", at the theme forum, representatives of 16 backbone enterprises of Shandong liquor discussed how to give full play to the category advantages of "low aroma" of Shandong liquor in the form of dialogue, and discussed the channel reform and innovation of Shandong liquor.
Do a good job in the construction of market channels and build the lasting competitiveness of Lujiu
The first round of dialogue, chaired by Xue Jianrui, President of Shandong Sugar and Liquor Non-staple Food Business Association, focused on "innovating channel models and expanding the scope of direct sales", Wu Xiugang, deputy general manager of Taishan Liquor Group Co., Ltd., Lu Zegang, deputy general manager of Shandong Jingzhi Liquor Co., Ltd., Ma Yezhun, general manager of Shandong Baimaiquan Liquor Co., Ltd., Ren Zhigang, general manager of Shandong Red Sun Liquor Group Co., Ltd., Wang Jianwei, general manager of Shandong Qinchi Liquor Co., Ltd., Xin Gengchi, deputy general manager of Shandong Jingyanggang Distillery Co., Ltd., Meng Kaiwen, deputy general manager of Shandong Jincaishan Liquor Co., Ltd., and Gao Bing, deputy general manager of Shandong Xinxing Group Co., Ltd., had an in-depth dialogue.
In the first quarter of this year, Taishan Liquor continued its upward growth trend in recent years, and its profits, taxes and sales revenue hit a record high, which is inseparable from the perfect channel construction. Wu Xiugang, deputy general manager of Taishan Liquor Group Co., Ltd., said, "At present, Taishan Liquor mainly adopts a distribution model, and only one distributor is retained in a region, and there are strict requirements for distributors. At the same time, promote the sinking of policies, and let the manufacturer's investment directly sink to the terminal in the form of an agreement to ensure terminal profits. In terms of channel expansion, it is necessary not only to lock the key channel expansion goals with the help of big data, but also to make stupid efforts to do a good job in the refined development of channels. In addition, it is necessary to implement a strict channel management system, manufacturers are in step with each other, and dealers who violate the rules will be resolutely punished. ”
"Good products are the 'cornerstone' of channel construction, China Resources and Jingzhi have been working together for two years, and we have relied on 'sesame flavor' and 'old liquor products' to explore a path of our own in the new world of liquor. Lu Zegang, deputy general manager of Shandong Jingzhi Liquor Co., Ltd., said that in terms of channel construction, to achieve the "five good" construction, the first is to build a good product system, the second is to build a good brand, the third is to manage the channel price, the fourth is to distribute the channel profit and terminal profit, and the fifth is to serve the channel well. Only by doing a good job in the "five good" construction of channels can we achieve better development of enterprises.
This year, Baimaiquan Liquor will focus on Qilu No. 1 with key products. Ma Yezhun, general manager of Shandong Baimaiquan Liquor Co., Ltd., said that at present, Baimaiquan Liquor has implemented a direct sales model in key markets and core markets to firmly control the market in its own hands. From the perspective of long-term development, the more in the adjustment period of the wine industry, the more we must insist on brand building. "The factory area of Baimaiquan Liquor is a scenic spot, and the scenic spot is also a factory area, and it is a national 4A-level scenic spot, we insist on doing a good job in the integration of wine and tourism culture and cultural tourism, so that consumers can know the brand, the enterprise and the product in an immersive experience. In addition, we must do a good job in product innovation and empowerment to create products that consumers prefer. ”
"This year, the company has carried out reforms, fully implemented the direct sales system in the base market, there are no distributors in the middle, and the whole product is directly operated, which has strengthened the control of the channel. Ren Zhigang, general manager of Shandong Red Sun Wine Group Co., Ltd., said, "At present, the company's product sales of more than 200 yuan are mainly focused on Jining, and all products in this price range are directly sold." At the same time, the company has set up a high-end group buying department, which adopts a direct sales model for high-end people in government and business. For the surrounding markets outside of Jining, the company adopts a distribution system. At the same time, the company has introduced a digital marketing model for Red Sun Red Classic 1949 and Red Sun Red Classic 1921, that is, the profit sharing model, which has achieved remarkable results. ”
Qinchi Liquor adheres to the strategic approach of focusing on core products, core prices and core actions, implements a direct distribution operation model, and steadily expands the market. Wang Jianwei, general manager of Shandong Qinchi Liquor Co., Ltd., said: "We lead the business banquet market with high-end products, focus on the promotion of sub-high-end and high-end products through the direct sales model, take Lu Sauce No. 1 and Longwan Sauce Liquor 40 and 35 as the core products, and maintain the core opinion leader relationship and give full play to the value leading role of high-end products by holding tasting meetings, factory tours and circle activities; 20 is the main focus, focusing on the core urban area and the surrounding suburban county market, focusing on the layout of circulation and hotel channels, and rapidly increasing the share of low-end products in the core market. ”
Jingyanggang Winery implements the development strategy of "one persistence, two focuses, three continuations, and four guarantees". Xin Gengchi, deputy general manager of Shandong Jingyanggang Distillery Co., Ltd., said that one insistence is to adhere to the "quality strong enterprise strategy"; two focuses, one is the market focus, that is, "based on Shandong, deep cultivation of Liaocheng", the other is the product focus, that is, the focus on "Jingyanggang No. 1, through the bottle, Lai Mao"; three continuous, that is, "continue to implement the terminal network construction, continue to carry out six sweeping activities, deepen the market, continue to carry out normalized marketing"; four guarantees, that is, "organizational security, cost protection, market order protection, Guarantees of digital tools".
"The sinking of famous wine is an inevitable trend, and regional brands should also do a good job in market breakthroughs and product upgrades while under pressure, especially in the 100-yuan price band, to have quality confidence. Meng Kaiwen, deputy general manager of Shandong Jincaishan Liquor Co., Ltd., said that many famous wine products have a strong performance in the price band of more than 200 yuan, and regional brands should do a good job in the 100-yuan price band products with a good consumption base, especially the products of the backbone enterprises of Shandong Liquor in the 100-yuan price band, and the quality is not inferior to the famous wine. Through grid management, Jincaishan Liquor has done a good job in market segmentation for salesmen and deeply cultivated the market.
"In 2023, Chairman Chen Fuzhen put forward the strategic direction of 'consolidating large circulation and developing large retail'. Gao Bing, deputy general manager of Shandong Xinxing Group Co., Ltd., said, "In the consolidation of large circulation, we have established the Shandong Theater to implement more refined management of the Shandong branch; in the development of large retail, we continue to develop the two major chain systems of Xinxing Famous Liquor and Xinxing Supermarket, and set up a tasting center and marketing center for Xinxing Famous Liquor in Zibo, Jinan, Qingdao and Jining, and also built a new Xing's old liquor collection and wine culture museum to empower retail and marketing and provide consumers with better consumption scenarios." ”
Conform to the trend of younger consumption and give full play to the advantages of low-alcohol strong fragrance categories
The second round of dialogue, chaired by Li Zhenjiang, deputy general manager of Hejun Consulting and general manager of Hejun Liquor Division, focused on "insisting on low-intensity fragrance and optimizing consumer experience", Zhang Hui, executive vice president of Guojing Group, Jia Shuang, marketing director of Shandong Lanling Fine Wine Co., Ltd., Zhao Enguo, marketing director of Gubeichun Group Co., Ltd., Yin Bangrong, vice president of Qingdao Langyatai Group, Chen Mengkui, deputy general manager of Shandong Huaguan Liquor Co., Ltd., Gao Dongsheng, deputy general manager of Shandong Yunmen Liquor Co., Ltd., Zhao Wei, marketing director of Shandong Yimeng Old District Liquor Co., Ltd., participated in the dialogue.
The low aroma is the golden sign of Lu liquor. Today, the "Action Plan for the High-quality Development of Shandong Liquor Industry" issued by the Shandong Provincial Department of Industry and Information Technology shows that more than 30 backbone enterprises of Shandong liquor should develop together, carry forward the category advantages of low-alcohol and strong aroma of Shandong liquor, and compete with the sinking of famous liquor channels. Zhang Hui, executive vice president of Guojing Group, said that in the future, Guojing Group will continue to tell the story of "the Yellow River makes a bottle of good wine" and the story of "the main raw material for making high-quality liquor Daqu - Yellow River winter wheat", so that consumers can understand the important contribution of the Yellow River civilization to China's liquor industry.
As early as 2013, the company positioned low-intensity strong fragrance as a strategic direction for enterprise development, and in the face of self-created fragrance craze and sauce fragrance craze in recent years, the company still adheres to the development of low-intensity strong fragrance. Jia Shuang, marketing director of Shandong Lanling Fine Wine Co., Ltd., said, "Yanghe, Gujing, Luzhou Laojiao, Wuliangye and other famous liquors have been put into the Shandong market 38 degrees, 39 degrees of low-degree products, Shandong liquor market of more than 60 billion yuan, low-degree strong fragrance accounted for nearly 50 billion yuan, Shandong low strong fragrance market space is huge." In the future, Lanling Distillery will unswervingly take the route of low-degree strong fragrance, focus on 38-degree low-degree strong fragrance, radiate to the provincial and national markets, firmly enhance the brand value of low-degree strong fragrance, and promote the high-end of low-degree strong fragrance products. ”
Gubeichun's low-intensity fragrance is mainly 38 degrees and 42 degrees, and the sales of low-degree strong fragrance products account for more than 85% of the total sales. Zhao Enguo, marketing director of Gubeichun Group Co., Ltd., said, "Shandong's low-alcohol liquor is deeply loved by consumers in the north because of its low drunkenness and comfortable taste. In 2018, Gubeichun Group launched a medium (46 degrees) sauce-flavored Gubeiyuan product, which is suitable for the consumption habits of drinking sauce-flavored wine in the north. In the future, Gubeichun should empower the quality of low-intensity strong flavor with scientific and technological innovation, do a good job in brand building and dealer services, and drive the sustainable development of low-intensity strong flavor liquor with innovation. ”
"The long-term development of low-intensity strong fragrance should adhere to the 'three lows' - 'low drunkenness, low age, low damage' and 'three no's - 'low but not light, low but not cheap, low but not vulgar'. Yin Bangrong, vice president of Qingdao Langyatai Group, said that at present, young people have gradually become the mainstream of consumption, for this reason, enterprises should strive for excellence to polish the "four good" products: one is good-looking, to create a good-looking packaging, the second is good-looking, tell our brand story, the third is delicious, the fourth is comfortable, and the comfort of consumers after drinking should be good. In short, it is necessary to do a good job in brand building from the two dimensions of "excellent quality and good culture".
"In order to provide consumers with better purchasing convenience, Corolla Liquor adopts a direct distribution channel operation mode. Chen Mengkui, deputy general manager of Shandong Huaguan Liquor Co., Ltd., said that the core of the direct distribution model adopted by Huaguan Liquor is not that the manufacturer is doing the channel, but that the manufacturer and the agent are doing the market together. The channel operation is based on the agent as the main body, the manufacturer as an auxiliary, the manufacturer is to hope that the agent, the dealer to make more stable money, better development, manufacturers hand in hand to grow. To this end, manufacturers should also do a good job in channel setting, channel management and other corresponding work; in terms of organizational structure, enterprises adopt a combination of business divisions and theater systems to intensively cultivate the market and achieve sales targets.
"The low-alcohol aroma conforms to the trend of younger consumption, and Yunmen Liquor has also been in close contact with young consumers by launching Yunmen Sauce Wine and Rainbow Treasure IP and developing peripheral products. Gao Dongsheng, deputy general manager of Shandong Yunmen Liquor Co., Ltd., said that in line with the new market trend, Yunmen Liquor has actively launched popular soy sauce wine products in recent years and expanded in depth in market channels. In addition, while strengthening channel management, Yunmen Liquor actively innovates the channel profit distribution model to realize the profit distribution dividend shared by channel merchants, terminal stores and consumers. For the new young dealers, the combination of "main line products + development products" is adopted to meet the long-term development of new dealers.
"Since the establishment of the factory in 1958 for more than 60 years, Yimeng Old District Liquor Industry has always adhered to the focus on low-alcohol strong fragrance products. Zhao Wei, marketing director of Shandong Yimeng Old District Liquor Co., Ltd., said that in recent years, the Yimeng Old District Liquor Industry has developed in accordance with the principle of three modernizations, one is high quality, the other is high self-drinking, and the third is internationalization. In order to improve the high-frequency self-drinking of low-alcohol aroma products, we have constructed the needs of different scenarios from four aspects: "banquet scene, self-drinking scene, business scene, and public self-drinking", and developed low-alcohol wine that can be sealed in the altar. In addition, the taste of "low but not light" is very suitable for the expansion of the international market. In 2021, Yimeng Old Area Liquor Industry has developed low-intensity strong fragrance products for the Asian market and the Australian market.