文丨酒业家团队（ID：jiuyejia360）
Planning丨Jiangbei Editor丨Yunheng Editor丨Yunding
Only the innovator advances, only the innovator is strong, and only the innovator wins.
From being born out of thin air to crossing tens of billions, Shiyuan Liquor has crossed a ditch and a ravine, climbed a mountain and climbed a peak, and has always led the development of the enterprise with innovation, overcoming obstacles, breaking through barriers, continuing to climb, and moving high.
From "China's famous liquor" to "a new generation of high-end liquor", following the pace of the times, Jinshiyuan Liquor is rooted in quality with innovation, from the bank of the canal to the surging Kyushu, creating a model of liquor in the new era.
This year, the Guoyuan brand will usher in the 20th anniversary of its establishment, what kind of growth logic does this super product contain? coincided with the "May Day", the wine industry entered Jiangsu Jinshiyuan Liquor, and talked to Wu Jianfeng, vice chairman, deputy general manager and chief engineer of Jinshiyuan Liquor, from the perspective of this expert manager, and appreciated the ingenuity values and quality upgrading of Jinshiyuan Liquor.
01
From Gaogou to the present world, a change of words turns things around
The thousand-year-old wine town Gaogou has a strong and colorful stroke in modern history, and the aromatic Gaogou wine has flowed along the Huai River to Nanjing, Yangzhou, Kaifeng, Hangzhou, Jiujiang and other places, and has been sold for thousands of miles in the north of Huai, as far as the lake and the Jiujiang River.
Generations of Gaogou people have continuously integrated and innovated traditional skills, creating a legend of old famous liquors that will last for a long time.
In 1984, Wu Jianfeng, who graduated from Jiangnan University, the "cradle of liquor talents", majored in fermentation and entered Gaogou Distillery, would not have thought that such a decision would achieve a special life of liquor.
In 1988, the state began to liberalize the price of liquor, and the price of famous liquor rose one after another. After that, relying on price increases, production expansion, diversified marketing and other methods, a number of famous wines began to be active in the national market. In the mid-90s, the major brands of Huijiu, Sichuan and Lujiu competed in the Jiangsu market, and the Jiangsu Dazhong Liquor, represented by Gaogou, slowly lagged behind the market.
Change is imminent. In order to improve the quality competitiveness of Gaogou liquor, Wu Jianfeng believes that it is necessary to change the status quo of Gaogou liquor with a more explosive and rushing taste.
In the production process of aromatic wine, it is necessary to measure the water with hot water. According to the basic principle of fermentation, the gelatinized starch substance must be fully absorbed before it can be transformed into fermentable sugar by enzyme action, and then converted from sugar to alcohol. Only when the temperature of the water is high enough, the starch granules that absorb enough water during the steaming process can "drink freely" and achieve the appropriate moisture in the cellar, and after adding koji, the fermentation speed will be more gentle, so that the brewed wine will not be rushed. In this process, because the iron bucket is very hot, the workers can't hold it, so they often use cold water. So, Wu Jianfeng suggested that the iron barrel be changed to a wooden barrel, and this blockage was easily solved.
This is just the tip of the iceberg in Gaogou Wine's transformation and evolution. Although the new Gaogou liquor has adapted to the needs of development, the overall mechanism of the distillery has accumulated a lot of difficulties. In 1996, Gaogou Distillery went bankrupt, and Shiyuan Liquor successfully broke the situation with the word "Yuan". With the idea of benchmarking advanced, Jinshiyuan Liquor found that only by making the existing wine into a wine that consumers like can there be room for development, and the idea of making low-alcohol wine with more grains was born.
During this period, Wu Jianfeng studied under the two masters of Baijiu Taidouzhuang Mingyang and Shen Yifang, and often went to Sichuan and Guizhou to learn strong flavor liquor and soy sauce liquor, accumulating an understanding of different aromatic liquors and learning the production of soy sauce koji. After Wu Jianfeng deeply comprehended the sauce flavor and bran koji technology, he led Jinshiyuan Liquor Industry to embark on a road of quality innovation.
Through comparative learning, Wu Jianfeng found that compared with the strong fragrance of single grains, the strong fragrance of multiple grains is softer and sweeter. When innovating the medium-alcohol liquor with the characteristics of Jinshiyuan, Wu Jianfeng combined Daqu and Bran Koji, focusing on high-temperature Daqu, and combining the characteristics of the three major processes of thick, sesame and sauce. For example, the core process of soy sauce wine is "four highs and two lengths", and in the use of koji, more emphasis is placed on the use of black koji. Wu Jianfeng pointed out that yellow koji and white koji provide fermentation power, and black koji produces an elegant fragrance, and after repeated exploration, the golden ratio of "80% white koji, 12% yellow koji, 8% black koji" has finally been established, which has become the key to Jinshiyuan Liquor to focus on the differentiated innovation of 42-degree liquor.
"We learn Moutai, not imitation Moutai, this is also our original intention, the biggest idea at that time was to do medium innovation of strong fragrance type, and wanted to do 42 degrees. "In 2004, when Wu Jianfeng was developing the national edge, he found a breakthrough point in the research and development of medium-alcohol wine, which is rich and rich, low but not light, with both the full taste of high-alcohol wine and the comfort of low-alcohol wine, and a pleasant aftertaste.
It was also in this year that the Guoyuan brand broke through the shell and was reborn, knocking on the door of the provincial capital Nanjing market with the indomitable spirit of a newborn calf, and since then the Guoyuan brand has become the driving force for the take-off of Shiyuan liquor industry and the creator of China's high-end liquor growth pole.
02
"The upgrading of liquor quality is a marathon, not an explosive sprint"
The nine-story platform starts from the earth. Around 2000, with the support of a number of best-selling products, Jinshiyuan Liquor gradually lived a good life, and the genes based on technological innovation were also engraved into the DNA of Jinshiyuan people.
The technological innovation of enterprises must continue to move forward in order to walk in front of the industry and guide the development of the industry. As a technology-driven liquor production enterprise, Jinshiyuan adheres to the mission of craftsmanship and ingenuity, and also becomes part of the endogenous force of mechanization, automation and intelligence.
In 2004, Jinshiyuan began the R&D and construction of automatic mechanized production lines, and the independent innovation project "Research on the Innovation of Brewing Process of Jinshiyuan and Guoyuan Liquor" implemented automatic control and information management for the blending process of liquor and the management of the liquor warehouse.
Wu Jianfeng recalled that from the initial learning of the automated production of Kinmen sorghum liquor and strong liquor, to the independent research and development of the automatic and mechanized production system of strong fragrant liquor and elegant sauce liquor, Jinshiyuan Liquor has gone through a lonely road of research and development.
At that time, the leading automatic mechanization in China was the Shenyang Institute of Automation and Harbin Engineering University. The former is moving towards the automotive industry in terms of robot research and development. So, Wu Jianfeng found a professor at the Institute of Automation of Harbin Engineering University to try to develop the first domestic brewing industry robot.
Since 2011, it has taken four years to develop a mechanized production system, from the mechanized brewing workshop to produce the first barrel of raw liquor to improve production efficiency and production quality. In 2015, the first set of retort robot production line for Chinese liquor was put into operation in Jinshiyuan, leading the technological progress, industrial innovation and improvement of the equipment manufacturing industry in the mainland. In May 2016, the China Liquor Industry Association awarded Jinshiyuan the title of "China Liquor Intelligent Brewing Demonstration Workshop".
In this process, not only enterprises, but also the entire industry may experience a process of "detours". But as long as you don't give up easily, you can find your own "victory moment" in the difficult points.
From the application of ISO9000 quality management system standards to production in 1999, to the exploration of excellent management system in 2005, and then to the introduction of ERP, CRM, HR and other management systems, every node of enterprise management innovation in Shiyuan Liquor has gradually stepped on the rhythm of the times. In 2017, Jinshiyuan Liquor won the "National Quality Award", a national honor full of gold.
Wu Jianfeng led the establishment of Jiangsu Province Solid State Fermentation Engineering Technology Research Center, Jiangsu Province (now Shiyuan) Biological Brewing Technology Research Institute, took the lead in promoting the implementation of strong aroma liquor mechanized automation, sesame-flavored liquor mechanized automation and bran koji mechanized automatic production, obtained 41 national patents, including 12 invention patents, published dozens of papers, his series of innovative achievements, not only enhance the competitiveness of enterprises, but also promote the technological progress of the industry.
Craftsmen are all about improving quality and innovating production. In Wu Jianfeng's view, from Gaogou Liquor to Jinshiyuan, from Guoyuan Sikai to Guoyuan V9, in every quality change and upgrade, the core skills of liquor have not changed, and the change is only the style of liquor, which is more and more suitable for the needs of consumers.
Among them, as the main sub-high-end single product promoted by the world, in recent years, the market share and consumer recognition of the four openings of the country have continued to increase. According to data, since its inception in 2004, Guoyuan Sikai has sold well in 30 provinces, municipalities and autonomous regions across the country, and the sales of single products in 2022 have exceeded 10 million bottles. In addition, according to the data recently disclosed by Jinshiyuan, in 2023, the special A+ represented by products such as Guoyuan Sikai will achieve revenue of 6.504 billion, a year-on-year increase of 25.13%.
Behind this, the quality upgrade led by Wu Jianfeng has contributed a lot. From the first generation of four open to the fifth generation of four open, we continue to innovate and explore, always pay attention to the changes in consumer demand, empower traditional crafts with intelligent brewing, establish a digital hook model, and make the quality surpass by improving the complexity, elegance and storage time with the spirit of craftsmanship of excellence. Nowadays, the fifth-generation four-open grain has a prominent aroma, delicate and elegant fragrance, sweet and clean body, mellow and plump taste, and the market recognition has been further improved.
Over the years, whether it is from the height of a single grain to the low degree of multiple grains, from aluminum cans, stainless steel cans to today's pottery jar storage, from manual shoulder carrying to the application of mechanization and intelligence, this series of changes in Shiyuan is very in line with the development law of the combination of tradition and modernity of liquor.
The characteristics of the liquor industry determine that it is more like a long-lasting marathon. In this long-term competition, brands need to continue to adhere to innovation and quality, and maintain stable market performance in order to achieve long-term development and success in the industry.
Baijiu must keep pace with the times and transform and transform modern technology, so that craftsmen can have more and more technical advantages. Craftsmanship is not only to be persistent, focused, keep improving, meticulous, pursue excellence, and walk in the forefront of technology research and development, but also to understand the essence of traditional liquor brewing, so that every technological change brings about the improvement of flavor and quality.
03
To be the craftsman of the future and provide consumers with better choices
Not long ago, the 13th China Liquor T9 Summit focused on "building confidence, consolidating the source, and improving value", and this meeting further focused the industry identity on how to help enterprises consolidate their roots and strengthen their sources.
From a technical point of view, whether it is the solid foundation within the enterprise, or the new thinking and new choices that the entire industry has to do in the face of future competition, it is actually inseparable from the attention to consumers. Since entering the market-oriented competition in the late 80s, baijiu has been facing various challenges and crises, and foreign liquor and wine have been favored by consumers, and the core point of baijiu's ability to stand in the mainstream consumer market step by step is to continuously evolve around the quality of consumers.
Baijiu relies on microorganisms to make liquor, and the craftsmanship of the new era contains more ability requirements. Only by understanding the microscopic matter more and more deeply can we make good wine. Wu Jianfeng also believes that in this era, liquor must keep pace with the times, transform high technology into achievements, and make technological advantages more and more obvious.
"Now, we have higher requirements for talents at the production end, not only to understand the mechanical application system, to understand the control system and software, but also to understand the quality and process characteristics of the wine, and to be a multi-faceted compound talent. Wu Jianfeng said.
In his view, the craftsmen of the past played the role of inheritors and executors in the liquor brewing industry. Through rigorous craftsmanship and an attitude of excellence, they maintain the purity and stability of traditional winemaking techniques. They pay attention to process details and technical execution, and are committed to maintaining the quality and taste stability of the product.
"The traditional concept of craftsmanship focuses on the inheritance and improvement of traditional craftsmanship, as well as the strict control and execution of the production process. In the modern liquor industry, the role of craftsmen has begun to develop in a more innovative and systematic direction. With the improvement of technology and production management, future craftsmen may need more creativity and systematic thinking. They need to build a more complete production system and technical intelligent tools, and achieve continuous improvement of product quality and production efficiency by optimizing and solidifying each link and process of the production chain. Future craftsmen may pay more attention to technological innovation and process innovation to adapt to the changing needs of consumers and the challenges of market competition. Wu Jianfeng said.
As a representative of the liquor industry, Shiyuan Liquor has made positive efforts in the introduction and development of talents, scientific and technological innovation and product innovation. They attach importance to the introduction and training of talents, promote the combination of production, education and research, and accelerate the transformation of scientific and technological achievements, so as to enhance the competitiveness and sustainable development of enterprises.
In his 40 years in the industry, Wu Jianfeng has always firmly believed that the core essence of baijiu is to bring happiness and pleasure to people. When it comes to style creation, you must always focus on how to make consumers like your baijiu more.
The reform of the liquor industry is to focus on consumers to do process innovation and industrial innovation, so that consumers have more choices. From the supply side, the core of the future competition of liquor is to make the product more recognized and liked by consumers, and the industry can enter the stage of high-quality production capacity PK in order to achieve the ultimate improvement of taste and quality.
Craftsman ingenuity is the foundation of an enterprise, and craftsman ingenuity is one of the most important cultural and quality concepts of contemporary enterprises, which not only contains respect for traditional craftsmanship, the pursuit of quality, and the adaptation and innovation of technological progress, but also points to the cultivation of "future craftsmen".
In the quality observation manual of the 20 years since the establishment of the Guoyuan brand, we have witnessed the inheritance and innovation of ingenuity and quality. With unremitting efforts and the spirit of craftsmanship, Shiyuan Liquor continues to improve product quality and meet the growing needs of consumers.
As the main sub-high-end item, Guoyuan Sikai has shown amazing market performance and consumer recognition. Through continuous innovation and exploration, from the first generation to the fifth generation, Guoyuan Sikai has always maintained its attention to consumer needs, and continuously improved product quality through intelligent brewing to empower traditional processes and establish digital blending models. Nowadays, the fifth-generation Guoyuan Sikai has improved qualitatively in terms of grain aroma and taste, and the market recognition has also improved.
Only by understanding consumers and understanding consumer trends can brands avoid detours. This series of changes and upgrades highlights the brand's persistent pursuit of quality and determination to continue to innovate. In the future journey, Guoyuan brand will continue to improve product quality with the concept of ingenuity, meet the upgrading needs of consumers, and contribute more to the development of China's liquor industry.