Full of "Lang flavor" shows the charm of "three products".
Text | Wang Yuemei
On April 20th, the finals of the Qinghualang Cup Million Grand Prize Wine Tasting Competition were held in Langjiu Manor, and this large-scale wine tasting event that envied the entire wine circle ushered in the final chapter.
On the day of the event, 20 top wine tasters stood out, among them, a Langjiu lover from Shenzhen won the championship and won the million-dollar prize. As for the reason for the award, she said, "The fragrance of the fifth-generation Qinghualang is so special that it is unforgettable after smelling it." ”
Obviously, this long-span, large-scale, and wide-ranging event, after 800 professional tasting and training, standardized and strict screening, in a more profound and innovative form, will be full of "Lang flavor" deeply imprinted into the memory of consumers.
From the perspective of enterprises, Weijiu believes that this event is the presentation of Langjiu's idea of continuing to "stick a little closer to consumers", and it is also an extension of the charm of the fifth generation of Qinghualang's "quality, brand and taste".
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Millions of Prizes for Soulmates
Nationwide Kyohin "Romi"
The assessment of this competition includes all aspects of ability, from professional knowledge competition to how to taste wine and smell the fragrance. Contestants should not only accurately answer the product and cultural knowledge points in the written test of the knowledge competition, but also withstand the sensory challenges from a variety of base wines and vintages in the wine tasting competition. Finally, it is necessary to have an accurate recognition of the extraordinary "Lang flavor" of the fifth generation of Qinghualang.
This grand event began in December last year, and in 5 months, it has landed in more than 300 cities across the country, and carried out 800 core consumer tastings with the theme of "Toasting Manor Sauce Wine and Tasting the Aged Fragrance of the Cave", attracting more than 40,000 consumers to taste the fifth generation of Qinghualang, and more than 4,000 "Langjiu connoisseurs" were born.
Ms. Liu, from Guangzhou, said that she has been drinking wine for decades and is very familiar with the tasting process of smelling, looking at colors and tasting tastes.
In this process, Langjiu takes the million-dollar grand prize as the lead, fully realizing that consumers can fully feel the fifth-generation Qinghualang from the world-class manor on the left bank of the Chishui River at 28 degrees north latitude in the tasting, and at the same time help consumers form a unique "Langwei" memory in the form of competition.
One of the contestants who won the third prize specifically mentioned after the game, "In recent years, my friends and I have started to drink Qinghualang, not that Moutai can't afford to drink, but that Qinghualang is more cost-effective." ”
It is worth noting that since its inception, the event has been highly recognized and unanimously appreciated by representatives of different circles such as literary circles, authoritative media, entrepreneurs, and opinion leaders. Zhang Wujiu, the first "Chinese Brewing Master", said, "No matter how good the wine is, it must be drunk in the end." This competition has enhanced consumers' awareness and understanding of Langjiu, so that they can enjoy the process of drinking more."
▲The first "Chinese Brewing Master" Zhang Wujiu
Millions of people are looking for bosom friends, and thousands of miles are looking for "Lang flavor". Weijiu believes that this activity is essentially a consumer cultivation activity, but its uniqueness lies in the fact that the activity is truly fair, open, large-scale, high-grade and effective. As a first-line famous liquor with a value of 1,000 yuan, the fifth-generation Qinghualang will continue to lead the soy sauce wine industry in this event, realize the full-link drive from brewing the ultimate good liquor to making the ultimate cultivation, and make important contributions to the long-term development of the industry.
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With three "firsts" and three "uniques"
Stay close to consumers
From the upgrade idea of "getting a little closer to consumers" in 2021 to "getting closer to consumers" this year, the logic of a series of activities of Langjiu is closely focused on consumers.
Mei Gang, executive deputy general manager of Langjiu Co., Ltd., general manager of the sales company and general manager of Qinghualang Business Division, said on the spot, "This wine tasting competition not only builds a ring for masters, but also a sincere move for us to get closer to consumers." We sincerely invite the majority of liquor lovers to come to Langjiu Manor to touch, feel and experience the Langwei feast on the tip of the tongue. ”
▲Mei Gang, executive deputy general manager of Langjiu Co., Ltd., general manager of the sales company and general manager of Qinghualang Division
As the first important product of the "Centennial Lang Liquor" strategy, the fifth-generation Qinghualang has the super strength and confidence of the company's annual production capacity of 70,000 tons of soy sauce wine + more than 20 tons of hard-core energy storage, and has set up a million grand prize to issue the strongest call to customers and consumers across the country.
"The fifth generation of Qinghualang is the hard work of 20,000 Lang wine people for more than 20 years, carrying the glory and dream of Lang wine people, and creating at least three 'firsts' and three 'only' in the industry. Yang Gonghua mentioned. Therefore, the fifth-generation Qinghualang has an industry-leading position in terms of quality foundation and team service.
First of all, the main base liquor of the product is one of the longest years, and the main base liquor of the fifth generation Qinghualang has been stored for more than 7 years, and the proportion is not less than 80%, plus the aged liquor for more than 20 years and different styles of flavored liquor, which is the ultimate quality. Second, the exclusive service team is one of the largest, and Langjiu is the first in the industry to create a dedicated product team to provide users with exclusive services of growth empowerment and value symbiosis. Third, one of the most valuable thousand-yuan liquor, since its birth, Langjiu has been committed to creating a noble lifestyle of Qinghualang in terms of quality and service.
In addition, the fifth-generation Qinghualang is also a new height of Langjiu quality created by the liquor industry's "only pottery bottle storage, the only manor sauce wine, and the only cave aged fragrance".
With the ultimate quality to create the ultimate taste, the million-dollar grand prix of Langjiu has further stimulated consumers' cognition and enthusiasm for the fifth generation of Qinghualang, allowing consumers across the country to form the sublimation and fission of Qinghualang from experience to memory, and promoting the brand to be infinitely close to consumers.
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The "three products" wisdom of the fifth generation of Qinghualang
From the perspective of the industry, this event invites core consumer users with "taste" as the incision, impresses the audience with "quality" as the basis, escorts the product value with brand strength, and finally forms this "Langwei" feast that crosses the New Year.
To a certain extent, this event is the malleable action of Langjiu's "quality, brand, and taste", and it is also the expression and presentation of the wisdom of the fifth generation of Qinghualang's "three products".
Since the first launch of the "Langjiu Manor Sanpin Festival" in 2021, the "Sanpin Festival" has become the original IP of Langjiu, showing obvious value and benchmarking characteristics in the industry, and "quality, brand, and taste" have also become the benchmark embodiment of high-end high-quality liquor under the traction of Langjiu.
The differentiation of the fifth-generation Qinghualang in terms of "three products" is an important gene for the product to be stable at the price of 1,000 yuan and lead the development of the soy sauce wine category.
In terms of quality, Langjiu adheres to the original intention of winemaking, monopolizes the left bank of the Chishui River and builds six ecological wine-making areas, solidly builds the quality foundation of the fifth generation of Qinghualang, and keeps the craftsmanship and ingenuity to ensure the high standards of Qinghualang's main base liquor for 7 years, 20-year-old cave old liquor and different styles of flavored liquor.
In terms of brand, the uniqueness of the fifth generation of Qinghualang has become an existence that is difficult to replicate in the industry. And this event named after "Qinghualang" is a valuable activity jointly created by Langjiu and valuable people, and the brand continues to rise in the accumulation of value.
In terms of taste, Jiang Yingli, executive deputy general manager and chief engineer of Langjiu Co., Ltd., told about the triple realm of taste through the activity: taste the taste at the beginning and feel the distinctive characteristics of the fifth generation of Qinghualang, which is "old and fragrant in the cave, full of Lang flavor";
▲Jiang Yingli, executive deputy general manager and chief engineer of Langjiu Co., Ltd
As a bright pearl on the left bank of the Chishui River, Langjiu will make a unique "Lang flavor" of the landscape and "draw" the ultimate "three products" charm of the fifth generation of Qinghualang.
Wine tasting is a journey to find quality, and the Qinghualang Cup Million Prize Wine Tasting Contest is a "search for Lang" that has swept the country. In this event, Langjiu was driven by the million-dollar prize, which aroused a wave of "Lang flavor" in the hearts of hundreds of millions of consumers across the country.
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