文丨酒业家团队（ID：jiuyejia360）
Planning丨Guanlan Editor丨Yunheng Editor丨Yunding
As a leading liquor company that has achieved leapfrog development in recent years, every strategic decision of Langjiu affects the nerves of the industry and the market.
Recently, Langjiu has released two blockbuster news: one is the merger of Longmalang Division and Shunpinlang Division to establish Langjiu and Xiang Division, and the other is the establishment of four strategic products of Langjiu and Xiang.
On May 11, Wang Junlin, chairman of Langjiu Group, emphasized at the national working conference of Langjiu and Xiangxiang Division that Langjiu will unswervingly promote the strategy of contemporary, continue to strengthen, grow and expand the cause of Langjiu and fragrant, and form a pattern of "high-end sauce and fragrance, leading and excellent fragrance".
▲Wang Junlin, chairman of Langjiu Group
This means that after Wang Junlin released the Langjiu and Fragrance strategy and the "Five-Star and Fragrance Value System" in February 2023, the Langjiu and Fragrance system has ushered in a new major strategic adjustment.
From the clear change of product positioning to the important change of the organizational system, all kinds of signs show that Langjiu is driving the continuous growth of the fragrance system with unprecedented strength and determination, with the troika of strategic height, organizational strength and product positioning.
01
The Ryomalang and Shunpinlang divisions were merged to establish the Kanexiang Division
Lang wine and fragrance to speed up
The wine industry learned that the merger of the Longmalang Division and the Shunpinlang Division, Langjiu set up the Langjiu and Xiang Division of Sichuan Gulin Lang Liquor Sales Co., Ltd. to coordinate the operation of Langjiu and Xiang series products, and the personnel changes of the Lang Liquor and Xiang Division also landed. On the same day, Chen Zhenwei, general manager of Longmalang Business Division, was appointed as the general manager of the Xiang Division; Gan Yubin, the former executive deputy general manager of Shunpinlang Division, was appointed as the executive deputy general manager of the Xiang Division.
From the perspective of the industry, this change reveals that Langjiu is continuing to improve the strategic position of Jianxiang, and accelerating towards the sales target of 10 billion yuan with a more focused strategic layout.
In the development process of Langjiu, the integration and renaming of the business unit has always represented the importance of strategic position. For example, in 2017, the Honghualang Division was renamed Qinghualang Division, which was due to the strategic needs of Langjiu to support Qinghualang. Since then, the separation and renaming of these two business divisions is also a reflection of Langjiu's timely organizational adjustment of the business division according to its own changing strategic needs.
Therefore, the organizational adjustment of the fragrance system is also a signal to improve the strategic position of Langjiu and fragrance. In addition to serving the strategy, the changes in the organizational system of the Jianxiang Division will also play an important role in the expansion of Langjiu and Xiangxiang.
From the perspective of market layout, the merger of the two divisions of Jianxiang is an important measure for Langjiu Group to optimize its market structure and enhance its competitiveness: the merger of the two divisions of Jianxiang means resource integration and efficiency improvement for Langjiu. Compared with the previous decentralized management model, the establishment of the Kanexiang Division can unify the allocation of resources, improve operational efficiency, and better meet market demand.
At the same time, the merger will also help enhance the brand awareness and market position of Langjiu in the field of fragrance, and lay a solid foundation for the long-term development of the fragrance system. As an important segment in the liquor market, Jianxiang has become more and more favored by consumers in recent years. By merging the two business divisions, Langjiu can better integrate its product lines and form a richer product matrix, so as to meet the needs of different consumers and increase its market share.
In addition, brand building may also be the main intention of Langjiu's merger of the two business divisions. Through the merger, Langjiu was able to further unify its brand image and strengthen its brand recognition. In the minds of consumers, Langjiu will appear with a clearer and more unified image, which will help enhance brand value and market competitiveness.
02
The latest four strategic products of Jianxiang are attacking strongly
Lang wine and incense product matrix unveiled
The clarity of the four strategic products also makes the product matrix of Langjiu and incense clearer.
On May 11, Langjiu and Xiang established four strategic products, namely "Thick Sauce and Fragrant Longma Galloping" Lang Brand Black Mate, "Aromatic Liquor Value Choice" Lang Brand Tequ T8, "Thick Sauce and Fragrant Urban Light Bottle Liquor" Shunpinlang and "Thick Sauce and Fragrant Small Bottle Liquor" Xiaolang Liquor.
Those who are familiar with the industry know that although the four strategic products identified by Langjiu are different in terms of market size, their brand positioning and market recognition can be said to have their own merits.
Among them, Langpai Hemart is mainly aimed at mid-to-high-end consumer groups, and the market scale has been steadily expanding in recent years, and its position in the fragrance sequence is also improving; Langpai Tequ T8 is suitable for a wider range of consumers, its taste is mellow, and it is unique and cost-effective, and it is also highly competitive in the market; As the two "veteran" products of the fragrance system, Shun Pin Lang and Xiao Lang Liquor have always been loved by the majority of consumers, with stable market performance and share growth, and also have a high market share among young consumer groups.
It can be considered that the release of the four strategic products of Jianxiang is an important step for Langjiu in the layout of the Jianxiang market, and will also provide more advantages for Langjiu in the competition in the Jianxiang market.
With the increasing maturity of the liquor market and the diversification of consumer tastes, it is difficult for a single flavor or product line to meet the market demand. These four products have their own characteristics, covering the needs of different price ranges, and can meet the diversified consumption preferences of different consumers.
At the same time, the four strategic product matrices also echo the organizational changes. By clarifying the strong strategic combination formed by these products, Langjiu once again emphasized the characteristics of precise positioning, comprehensive coverage and perfect matrix of Jianxiang products. This can not only further consolidate its position in the Jianxiang market, but also quickly transmit it to the market side, improve consumers' awareness of Langjiu Jianxiang products, thereby expanding the brand influence and attracting more consumers.
03
7 strategic products and incense occupy 4 seats,
Kanexiang is not only the second growth curve, but also the second spiritual totem
In fact, not long ago, Langjiu just officially announced the latest "seven strategic products", which are the sauce-flavored Hongyunlang, Qinghualang, Honghualang, and the fragrant Langpai Black Mart, Langpai Tequ· T8, Shun Pin Lang, Xiao Lang wine.
As a leading brand in the liquor industry with a scale of more than 20 billion, 4 of the 7 strategic products are occupied by Jianxiang, and the importance of Jianxiang to Langjiu is self-evident.
At the same time, this also coincides with Langjiu's product strategy of "high-end sauce and fragrance, leading fragrance and two fragrances".
In this goal, Langjiu's goal of "high-end sauce flavor" has been basically achieved, and Qinghualang has firmly occupied a place in high-end soy sauce wine; Honghualang has a strong market offensive, a high reputation among consumers, and a stable price; Hongyunlang also continues to expand its influence in high-end circles.
And Langjiu's goal for Kanexiang is to "lead". In the past few years, after concentrating resources and strategies to make "high-end sauce flavor", it is obvious that "leading the fragrance" has become the most critical step for Langjiu to achieve "two flavors and two excellences". This is also one of the reasons why 4 of the 7 strategic products of Langjiu are occupied by Kanexiang.
In fact, from a series of changes in the Langjiu and fragrance system in recent years, the industry has begun to see that the fragrance is the "second growth curve" created by the Langjiu strategy. Judging from the "chronology" of Langjiu's Jianxiang in the past year, the development of Jianxiang has experienced many milestone moments.
In February 2023, Wang Junlin released the strategy of Langjiu and Xiang, setting the tone for the specific goals to be achieved by Langjiu and Xiang. Among them, in addition to proposing to form a strategic pattern of high-end sauce and fragrance, and two fragrances and two fragrances, it is also proposed to achieve an annual marketing scale of 10 billion yuan in Langjiu and fragrance within 2-3 years, becoming the first in the thick sauce and fragrance market and becoming a favorite product of the public.
On September 12, 2023, the groundbreaking ceremony of Langjiu Longma Winery was held in Longmatan District, Luzhou City. Wang Junlin said that Longma Winery will be basically completed and put into use in 2026, which is built for the strategy of Langjiu and fragrant, for Langjiu to become a leader in fragrant liquor, and for the dedication of consumers' favorite liquor. Longma Winery will serve as the origin of the story of Langjiu's thick sauce and aroma, echoing the Langjiu Manor on the left bank of the Chishui River, and jointly become a place of yearning for liquor lovers.
These two major events and the innovation of today's Jianxiang system mean that in the post-20 billion era, Jianxiang will take on the important task of driving the growth of Langjiu, and the Jianxiang system will also play an important role in the future growth of Langjiu and the improvement of its market position. In addition, Langjiu and Xiangxiang will also have another manor that carries the brand story, membership system, and realizes consumer links, just like Jiangxiang. Together with Langjiu Manor, it will become a paradise for Langjiu to serve consumers and jointly build a world-class winery.
To a certain extent, the concurrently fragrant system not only carries the future changes of Langjiu, represents the breakthrough of Langjiu at the brand level in a certain period of time in the future, but also promotes the two major estates of Langjiu to become the spiritual totem in the cognition of liquor consumers. From the perspective of the industry, Langjiu's strategic vision and forward-looking thinking in the fragrance system will help it bring more high-quality products and services to consumers in the future market competition, continue to maintain its leading position and successfully break through.