From Jiangxi to the whole country, witness the transformation and leap of Li Du
Text | Qiu Fanxuan
On April 27, Zhenjiu Lidu Group ushered in the first anniversary of its listing. As the first Chinese liquor listed on the Hong Kong stock market, and the only company successfully listed in the liquor industry in the past 7 years, Zhenjiu Li Du has attracted the attention and affirmation of the industry and the capital market since its birth.
According to the 2023 financial report released by Zhenjiu Lidu, Lidu is the fastest growing of the four major brands. This beautiful report card also makes the industry pay more attention to Li Du's unique cultural assets and is optimistic about the high growth of the brand.
On the day of the first anniversary of its listing, the first anniversary of the listing of Zhenjiu Li Du and the 2024 National Treasure Li Du International Development Trend Seminar with the theme of "Let the World Cultural Heritage Fragrance Float the World" were held in Macao. At the meeting, Commander Tang made a speech entitled "To be the top partner of the top brand", summarized Li Du's achievements in the past 10 years, and set the tone and plan for the development of the next five years.
After reading this article, you may be able to understand two questions. Why has Li Du been able to achieve the "Li Du phenomenon" in the past 10 years, and where are the opportunities for Li Du in the future?
01
To be a top brand and a top partner
"In the past 10 years, what did you remember most about Li Du?" When Commander Tang asked this question, the partners present said the key word at almost the same time - immersive experience.
Xia Chun, Ph.D. in economics from the University of Minnesota and chief economist of Hong Kong Fangde Financial Holding Co., Ltd., said, "I have always been very concerned about Li Du, but after going to Jiangxi to immerse myself in the experience, I have a more different feeling, and I have personally experienced what it means to be an honest person and make wine in a down-to-earth manner." ”
▲Xia Chun, Ph.D. in economics from the University of Minnesota and chief economist of Hong Kong Fangde Financial Holding Co., Ltd
From the verge of bankruptcy in 2014 to the achievement of the "Li Du phenomenon", Li Du seems to have been able to grasp the "turning point" of fate because he chose the right path to do immersive experience, until he took a ride to follow Zhenjiu Liquor to the market.
In fact, immersive experience is only an important means for Li Du to achieve his goal, and the deeper reason behind it lies in the high-end trend of the industry. Commander Tang said, "In the past seven years, the production of liquor has continued to decline, but sales revenue and profits are still rising, which means that the consumption trend of liquor is moving towards high-end, and the best way to achieve high-end is immersive experience." ”
With such an immersive experience, Li Du not only brings every national fan who comes to the winery, but more importantly, conveys the spiritual core to every partner.
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According to Weijiu, Li Du only invited 50 excellent and core partners this time, and gave them six exclusive benefits, including 10,000 Hong Kong dollars in cash, a thousand catties of sealed altar wine qualifications, two cases of listed commemorative wine, etc. The first reason why they can become the first batch of "Top50" selected by Li Du is because they have a high degree of value with Li Du and can jointly carry out value innovation with Li Du to keep up with the pace of enterprise development, and the second is that they have a long-term strategic development vision, which can set a benchmark for other partners and play a leading role.
In the eyes of industry insiders, "Li Du's move is exactly the meaning of Commander Tang's speech - to be a top partner of top brands." At the same time, it also transmitted two signals, one is that the era of the industry eating big pot rice has passed, and Li Du should choose partners who can create value and achieve the same frequency resonance; ”
02
Constantly "strengthen the body" and focus on new quality productivity
In 2024, it has almost become an industry consensus that the liquor industry will enter a new development cycle. Consumers are changing, market demand is changing, and industry concentration is changing. In Commander Tang's view, immersive experience can no longer become the core strategic support point of Li Du, and the key to future development lies in new quality productivity.
The new quality of productivity is undoubtedly a hot topic on the major occasions of major countries this year. At the seminar, Xia Chun elaborated on this hot word, "The new manufacturing represented by strategic emerging industries and future industries, the new services represented by high value-added producer services, and the aggregation of new formats, new manufacturing and new services represented by globalization and digitalization are what we call new quality productivity." ”
Xia Chun believes that "scientific and technological innovation is the core element of the development of new quality productivity, and Chinese liquor is not only a traditional industry, but also a modern industry, with both cultural and technological content." Therefore, for Li Du, a national treasure, it is not only a top priority to cultivate and expand the new quality productivity of liquor, but also to promote the development of new industrialization of the liquor industry. ”
Commander Tang believes that the industry has entered a stage of strong differentiation, and the future competition is three-dimensional competition, and enterprises should form three-dimensional elements, not only to be stronger, but also to strengthen the management team, and to strengthen dealers. In order to win in the future, we must continue to strengthen our bodies and continue to add value to our employees and customers.
Therefore, Li Du's new quality productivity mainly focuses on the improvement of five aspects, namely, product quality, talent quality, customer quality, national flour quality and team management quality.
"In recent years, Li Du has recruited talents in China and even around the world, and there are not a few who have received an annual salary of one million," in Commander Tang's view, the more talents, especially the more high-level talents, the more stable the company's strategy.
Secondly, in the future, Li Du will conduct quarterly assessment of customers and achieve five-star customs clearance. Not only should the customer become a top partner, but the customer's employee team should also go hand in hand, and Li Du will also give all-round empowerment support.
Then, this year, Li Du will focus on creating three products, including the second generation of the "most expensive light bottle wine" that has been released - Li Du Sorghum 1955, as well as two new products.
Finally, the operation of the national powder will be divided into two sections, one is the operation of the super national powder, including the Cultural Research Institute and the Technical Research Institute, and the other is to give the national powder a set of exclusive systems, the 50 customers present this time will have their own "ID card", and at the same time it is a special code for one person, go in and scan the code to see the page exclusive to you, as well as some rights and interests.
03
From Jiangxi to the whole country, witness the transformation and leap of Li Du
Li Du's listing anniversary meeting is not only a summary meeting of achievements in the past ten years, but also a "mobilization meeting" and "pledge meeting" specially held by Commander Tang for the core national fans.
On the first anniversary of its listing, Li Du's performance growth, irreproducibility of culture and continuous innovation momentum have made the industry see Li Du's broader development future and have higher expectations for it.
For the current Li Du, the successful experience of the past should be carried forward and retained, the signboard of immersive experience cannot be lost, and adhering to long-termism, experience, and cultural quality is the cornerstone of the long-term growth of the national treasure Li Du, but what is more critical is what to do in the future?
In Commander Tang's view, in the next five years (2024-2028), Li Du will do nationalization on the one hand, and on the other hand, he must insist on innovation, keep pace with the times, and make different adjustments according to the market.
Some industry insiders told Weijiu that now Li Du has a good brand foundation, and has a certain brand recognition and appeal in many markets across the country. In the next five years, Li Du will go out of Jiangxi and go to more markets across the country while doing a deep and thorough job in the Jiangxi market, and do more channel sinking work.
"Many of the ways to play in the first 10 years of the liquor industry have become outdated, and the next is all-round and three-dimensional", Commander Tang said, "The integration of the province, the whole country, high-end, nationalization and digitalization, we have a very clear development path." Now that the national treasure Li Du has entered the fast lane, we must work together to adhere to cultural guidance, adhere to brand elevation, adhere to long-termism, and work together to develop new quality productivity. ”
On the occasion of the first anniversary of the listing of Zhenjiu Lidu Group, we have witnessed the transformation and leap of a brand. Commander Tang's advanced strategic layout not only pointed out the direction for Li Du's partners, but also provided new ideas for the future development of the entire liquor industry.
In the eyes of industry analysts, the concept of "being a top partner of top brands" put forward by Commander Tang is not only a cooperation model, but also a belief in common growth. On the road of future development, Li Du will work with all partners to go hand in hand and create good results. With the cultivation and focus of new quality productivity, Li Du is meeting a new round of development opportunities with a new attitude.
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