文丨酒业家团队（ID：jiuyejia360）
Planning丨Guanlan Editor丨Yunheng Editor丨Yunding
On the evening of April 20, a scene was staged in Langjiu Manor that made the guests take their breath away.
With the "1 million grand prize" jumping eye-catching on the big screen, and the dense and exciting drumbeat sounded in the venue, the champion of the first Qinghualang Cup Wine Tasting Competition was finally announced, and Yu Fen, a wholesale and retail boss from Shenzhen, won the million-dollar cash prize of the Qinghualang Cup Wine Tasting Competition.
On the same day, the finals of the Qinghualang Cup Million Dollar Grand Prize Wine Tasting Competition were held in Langjiu Manor, and after 6 rounds of fierce competition, a total of 20 top wine tasters stood out.
As a "popular test center" of the competition, the fifth-generation Qinghualang, which will be launched in October 2023, has allowed many players to appreciate the charm of "Lang Wei". The quality, strength and style characteristics of the fifth-generation Qinghualang have also become a topic of discussion among the players.
Whether it is the generous bonus setting, the high-standard schedule setting, or the participation of the top expert group, the Qinghualang Cup Million Prize Wine Tasting Competition is undoubtedly a successful and sensational high-level event in the industry.
From the perspective of the industry, in the context of saturated market channel competition and major wine companies have made efforts to "C-end war", this competition is not only the fulfillment of Langjiu's promise of "getting closer to consumers", but also a powerful signal for Langjiu to grasp the initiative in this C-end war.
01
"Shot" is a sensation, a million-dollar grand prize wine tasting competition
Attract the active participation of Lang fans from all over the country
The annual production capacity of high-quality soy sauce wine exceeded 70,000 tons, the number of Langjiu PLUS users exceeded 24.5 million, and more than 230,000 people visited Langjiu Manor...... In recent years, the production capacity strength of Langjiu and the brand strength go hand in hand, and every time the data is updated and released, it has the strength to "shoot" that is, to make a sensation.
The Qinghualang Cup Million Grand Prize Wine Tasting Contest has once again set off a wave of discussion in the industry and the market. The wine industry learned that the competition gathered top experts in the liquor industry, attracting nearly 600 wine tasters from all over the country.
The wine industry learned that the shortlisted contestants in this competition are not only distributors, but also Langjiu members, as well as consumers from all over the country. Although their occupations and ages are different, what is the same is that they are all senior fans without exception.
In the finals of the wine tasting competition, in addition to the fierce confrontation of wine tasting strength, there was also an in-depth discussion of the cutting-edge ideas of the liquor industry. It can be said that this competition is not only a wonderful competition for liquor lovers on the same stage, but also a wonderful feast of taste and thinking.
The attractive "Million Dollar Prize" has undoubtedly become the common goal of the participants. It is understood that this competition not only tests the contestants' tasting ability through blind tasting, but also has a professional theoretical knowledge test. Therefore, in order to maximize the level, the contestants are also fully prepared and come up with eighteen kinds of martial arts.
After "winning" the million-dollar prize, Yu Fen, the winner of the Qinghualang Cup Wine Tasting Competition, shared her secrets for winning the championship on the spot. "I've been working hard for five months, and I remember two nights when I was working until 3 a.m. until I was done. In the tasting session, I also gave full play to my advantages, my nose was originally more smart, and the fragrance of the fifth-generation Qinghualang was so special, I never forgot it, and it was unforgettable after smelling it once, which is also the biggest reason why I won the award. ”
Wine industry experts noticed that in this competition, whether it is a knowledge test or a blind tasting session, the relevant topics of the fifth generation of Qinghualang occupy a very important position. This also shows Langjiu's confidence and determination in the products of the fifth generation of Qinghualang.
During the Chongyang Festival in 2023, the fifth-generation Qinghualang was officially released after seven years of research and development, completing the "7+20" quality transformation. In all production links, the fifth generation of Qinghualang has been endowed with more scarce value attributes.
Relying on the unique storage environment of Langjiu Manor, Langjiu's original "birth, growth, raising, and storage" brewing and storage law has also achieved the unique style of the fifth generation of Qinghualang with a mellow aftertaste. This also makes a large number of contestants in this competition generally able to distinguish the "cave aged fragrance" of "Lang flavor" in the blind tasting session.
Therefore, this contest is also a successful consumer cultivation. With the help of the wide range of the competition, Langjiu allows more consumers to drink the fifth-generation Qinghualang, taste the fifth-generation Qinghualang, and also set up heavy rewards to motivate participants, fully mobilizing the enthusiasm of markets across the country for tasting Qinghualang, so that "Langwei" is more deeply rooted in the hearts of the people.
02
Not only a wine tasting competition, but also Langjiu
"A little closer to consumers".
With the help of this competition, the quality advantage code of "growing and cultivating" of Langjiu has also been more deeply engraved in the minds of consumers.
In December last year, Langjiu officially announced that it would hold the Qinghualang Wine Tasting Competition in 2024, and officially announced that it would come up with a 1 million prize winner. Since then, the million-dollar event has taken the country by storm. According to official data, the Qinghualang Cup Million Grand Prize Wine Tasting Competition attracted more than 40,000 consumers from more than 300 cities across the country to participate, and through strict and fierce selection, only nearly 600 people finally entered the finals.
Therefore, before the dust settles on the awards of this competition, Langjiu has taken the lead in attracting the attention of hundreds of millions of consumers through the setting of large-scale awards, creating a brand private domain traffic pool with a "hot" event, and deeply reaching senior Lang fans and consumers across the country, which has played a continuous and coherent role in the schedule of this competition, and has also played a positive role in the brand recognition and reputation of Langjiu.
In addition, from knowledge quizzes to on-site tasting, this competition covers "the identification of the fourth-generation Qinghualang, the fifth-generation Qinghualang, and Feitian Moutai", "the identification of the original liquor with different storage methods and times", "the unique aroma identification of the fifth-generation Qinghualang", "the identification of Qinghualang and its vintage", etc., all of which are closely related to the unique quality characteristics of Qinghualang.
At the finals, Langjiu also selected the top 400 "Langjiu Tasters" in the country, who demonstrated their super high tasting skills at the finals and became the "first day group" of liquor lovers who knew Lang's taste the most.
"After answering so many questions, I realized how long the process of Qinghualang had to go from a grain to the consumer. It's really remarkable to build such a grand estate and contribute such a bottle of Qinghualang!" sighed Yu Fen, the winner of the Qinghualang Cup Wine Tasting Competition.
"By participating in the event of Langjiu, we not only broadened our horizons, but also opened up our young people's cognition of Chinese baijiu. Li Caiyi, the second prize winner of the Qinghualang Cup Wine Tasting Competition, said.
To a certain extent, this is not only a cognitive test of the contestants about Qinghualang's craftsmanship, quality and taste, but more consumers will also have a deeper grasp of Qinghualang's high-end genes and quality advantages by participating in this competition. And Langjiu also skillfully passed an event to concretize the "ultimate quality" carried by Qinghualang through one exam question after another, so that the ultimate quality of Langjiu formed a deeper impression in the hearts of consumers.
In fact, since proposing to be "everyone's Langjiu", Langjiu has continued to "put the goal of creating a better experience for consumers" to the top. In 2024, Langjiu will upgrade "a little closer to consumers" to "a little closer to consumers", so this competition is not only an innovative and sincere measure for Langjiu to give back to consumers, but also a key step for Langjiu to "get a little closer" to consumers.
03
Create a three-dimensional consumer system ahead of time
Langjiu leads the C-end era of the wine industry
At present, the main consumer groups of liquor have transitioned from the post-60s and 70s to the post-80s and 90s. Consumer demand, consumption concepts and consumption channels are also changing simultaneously. In the face of the "consumption fault", how to "reach" consumers through the brand itself has become a key factor in the liquor industry to achieve value increment, and more and more liquor companies continue to tilt their attention to the C-end.
There are all kinds of signs that the era of wine brands facing the C-end has arrived.
As Langjiu, which has successfully created a series of interlocking, three-dimensional and powerful consumer experience systems such as manor + membership system + member festival, it has always had a strategic height ahead of the industry in the cultivation and "circle" of consumers.
Langjiu Manor was originally built for consumers. As of 2023, more than 230,000 people have visited Langjiu Manor in person. Consumers experience and visit Langjiu Manor, and also deeply decipher the quality code of Langjiu here, and obtain the double harvest of knowledge and prize money by participating in the competition. Through the successful holding of this competition, Langjiu Manor, as a place of yearning for liquor lovers, will continue to provide consumers with a vivid narrative carrier for the ultimate experience of Langjiu.
In addition, the Langjiu membership system, which covers Langjiu PLUS, Langjiu Manor, Xiaolangjiu Club, Langjiu Manor Member Center, and Langpai Tequ Member Center, also has a leading advantage in the industry. In August last year, Langjiu officially announced that the number of Langjiu PLUS users exceeded 24.5 million, which is also a new breakthrough for Langjiu in terms of the number of users. The industry believes that through the Qinghualang Cup Million Prize Wine Tasting Competition, Langjiu will accurately delineate a wider range of consumers and will effectively empower the Langjiu membership system to continue to grow.
In recent years, the Langjiu Manor Sanpin Festival, which has been successfully held for four consecutive years, has become a common festival for Langjiu and consumers. Not long ago, a total of 687 winning individuals/teams were awarded to the 4th Sanpin Festival, of which 88% were external awards. The number of consumers reached by Sanpin on the cloud has exceeded 1.2 billion. This reflects Langjiu's practice of the concept of "only customers are respected".
In addition to the consumer experience system of manor + membership system + member festival, this competition is also regarded as an extension of Langjiu's innovative C-end breakthrough, and it is another important C-end IP created by Langjiu. Judging from the consumer reputation and market atmosphere of Langjiu in recent years, the sincerity of Langjiu on the consumer side has reaped fruitful results. The Qinghualang Cup Million Prize Wine Tasting Competition will continue to promote Langjiu and consumers to establish a closer value resonance and emotional link.
As Zhang Wujiu, chief brewing technical consultant, former vice president and the first Chinese brewing master of China Food and Fermentation Industry Research Institute, said at the event: "There are 'ticket friends' in the Peking Opera industry who love it, and the liquor industry should also have its own 'cup friends'. The wine tasting competition plays a role as a communication bridge, closely linking consumers and Langjiu. ”
There is reason to believe that under the determination and measures of Langjiu to continuously innovate the form of experience and spare no effort to continue to sublimate the consumer experience, more and more consumers will actively join the Langjiu family, continue to empower the construction of "three products", help enhance the connotation of Langjiu's ultimate three products, and Langjiu will also bring consumers a better experience with more innovative and high-quality services.