If a brand can not only be elegant in the world, but also can be integrated into the market fireworks, how big will its future market be?
On the banks of the Seine River in Paris, France, a high-end restaurant with a French flair attracts a large number of local diners. Classic French dishes such as the fragrant Bourguignon beef and the rich and spicy Marseille fish soup collide with a rich taste sensation under the accompaniment of plum wine, which makes diners praise.
Behind the MixC in Chongqing's business district lies a treasure community, the Democratic Village, where the old and the new alternate are everywhere: there are community canteens and independent cafes, and there are vegetable markets where you can eat hot pot, barbecue and a glass of plum wine. The fireworks economy is vividly reflected in Chongqing.
This plum wine, which can be paired with French food and can appear in the fireworks vegetable market, is the head brand of Chinese plum wine.
Today, let's dismantle Umemi's business.
"Chongqing brewing" is elegant all over the world
"Chongqing's food is very famous in the world, and now Chongqing's plum wine is also very well-known in the world, but I don't know that this plum wine was originally a brand played by Chongqing. ”
In November 2023, at the 17th annual meeting of the Chongqing Mayor's International Economic Advisory Group Conference, Ms. Zhang Ruling, chairman and CEO of the French financial company Sodchamps, made such an exclamation.
The French drank and Zhang Ruling mentioned the "Chongqing-brewed" plum wine, which is Meijian. Officially launched in 2019, Meijian has started the revival of China's green plum wine category, becoming the first 1 billion-level brand to break out of the new domestic liquor track.
In April 2023, at the United Nations Chinese Day event, Meijian, as the only Chinese alcohol brand invited, was praised by guests from all over the world. In addition, he has also appeared at the Louvre Museum's "Maupassant Petit Maupassant Cup: International Art Touring Exhibition", and has been collectively praised by nearly 100 Le Cordon Bleu chefs at the Téléthon charity dinner in Paris......
With its quality and cultural attributes, Umemi has made a name for itself overseas.
At present, Meijian sells to 35 countries and regions overseas, and has entered mainstream restaurants, supermarkets and bars in Japan, South Korea, Southeast Asia, Europe, North America and other places.
Behind the elegance of Oriental plum fragrance all over the world is the Chinese cultural gene and oriental taste code displayed by Mei Jian. With the continuous improvement of innovation ability and cultural self-confidence, Chinese brands are no longer satisfied with the label of "good quality and low price", but focus on the new trends and new needs of the global market, and break out of the world overseas with quality and cultural attributes.
In recent years, Chongqing has attached great importance to the high-quality development of the food and agricultural product processing industry, and has focused on the implementation of the "explosive product" creation plan, encouraging brands to go overseas, and promoting the transformation of "Chongqing products" to "Chongqing famous products" and even "world famous products". To this end, Jiang Xiaobai Liquor also announced in November last year that Meijian would use at least two generations of operators to continue to struggle for 20-30 years to achieve a world-class brand of "Chongqing Brew".
The elegance of life is also in the market fireworks
As the saying goes, "the hall is up and the kitchen is down", in fact, this is also the Chinese's definition of "elegance and common appreciation".
In Umemi's business philosophy, the food and wine business is the basic plate, and under the current Chinese consumption trend, the fireworks business is a big trend in the catering business.
As early as the beginning of 2024, the relevant person in charge of the Meijian brand mentioned that fireworks catering is almost the only bright spot in the market. Last year's hottest barbecue and skewers were all small shop models, to be exquisite, to petty bourgeoisie, with a sense of youth and network, this kind of restaurant may become a catering trend for a long time.
This is a change in cultural phenomena, why were Zibo barbecue and Guizhou Village Super so popular last year? They have one thing in common: they are both very pyrotechnic, very civilian, and very common people, not a high-level, so-called forced thing.
Doing business depends on economic trends. From an economic point of view, China is entering a new era of consumption. People's consumption has become more and more rational, no longer blindly pursuing vanity, and high-quality and affordable brands and more pyrotechnic consumption are more popular.
On the other hand, it is also about culture, and the person in charge of the Meijian brand once mentioned, "The elegance and vulgarity are becoming more and more popular, and the serious and tall are abandoned." Rural, wild, natural, rustic, low-level, market-like, interesting, not serious on the surface, but behind it there is its profound value and meaning, not pretending, simple texture, self-deprecating self-confidence, the big scene of small people, the sadness of laughing, the joy of crying, the withered life, the greatness of the ordinary, the surprise of coldness, and the vigorous development. ”
From this, it can also be judged that in the fireworks market community, Umemi is opening up another business in the new alcohol business track.