Author: Xiaoshidai
On May 10, on the occasion of the eighth "China Brand Day", the theme cultural activity of Sichuan Wine Culture and History Exploration Tour jointly sponsored by Wuliangye and Sichuan Museum kicked off in Chengdu. Xiaoshidai noticed that the theme of this event is "Exploring the Source of Sichuan Liquor and Tasting the Strong Fragrance of a Great Country", aiming to practice the "three transformations" of Chinese brands, continue to tell the story of Chinese liquor to the world, and constantly polish the golden sign of Sichuan liquor.
Over the years, Wuliangye has always put brand building in an important position, continuously strengthened brand characteristics, and continuously improved brand influence and brand value. According to the 2023 "China's 500 Most Valuable Brands" report, Wuliangye's brand value exceeded 400 billion yuan, ranking 15th on the list with a brand value of 408.365 billion yuan, and the brand value increased by 43.746 billion yuan, maintaining double-digit growth for 6 consecutive years with a growth rate of 12%, and was rated as the best performing brand in 2023.
The heritage of the brand comes from history, the charm of the brand comes from culture, the connotation of the brand is based on science, and the life of the brand lies in the inheritance. As Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.) Co., Ltd., said at the opening ceremony of the event, the continuous inheritance of thousands of years is not only the pride of Sichuan Liquor, but also the deepest heritage of Sichuan Liquor leading the development of Chinese liquor. He hoped that Wuliangye could further protect, utilize, develop and develop the cultural heritage of Sichuan liquor through this event, help polish the Sichuan liquor brand, and promote the high-quality development of China's liquor industry.
"Living" inheritance, quality-based
Brand is an important symbol of high-quality development, which not only undertakes important economic functions, but also contains rich historical and cultural values. As the Chinese liquor enterprise with the longest continuous brewing time in ancient cellars, Wuliangye is the culmination of thousands of years of continuous inheritance of Sichuan liquor.
According to reports, for 700 years, the inheritance of Wuliangye Yuanming ancient cellar pools has never been interrupted. The Yuanming Ancient Cellar Pond Group, which is composed of eight ancient wine-making workshops, is the largest, most complete and longest continuous fermentation time found in China so far, and has been continuously brewed for more than 700 years, and is known as a "living national treasure".
In these ancient liquor shops, which have been brewing for more than 700 years, the wine-making microorganisms use the cellar as the activity place and the dregs as the nutrients, and continue to grow, reproduce and evolve, and finally form a microbial community with rich biological activity that is beneficial to winemaking, which makes the flavor of Wuliangye wine more and more abundant, and achieves the strong fragrance of Wuliangye.
Nowadays, these ancient cellar pools of the Yuan and Ming dynasties have been listed as a national tangible cultural heritage and have become an irreproducible strategic resource of Wuliangye, and the ultimate value brought by the cultural symbol of "living cellar pool" for more than 700 years is also deeply engraved in the brand of Wuliangye.
Whether it is the brewing technology that lasts for thousands of years, or the endless craftsman spirit, it reflects the "living" inheritance of Wuliangye. For a long time, Wuliangye has adhered to the ancient motto of "excellent materials, suitable time, workmanship, and fine law", and the modern production concept of "high quality, high yield, low consumption, balance and safety", and refined the ultimate technology of "one pole, three excellence, six first-creation, and six fine brewing" to provide consumers with "living brewing".
Quality is an important support and foundation of the brand, and Wuliangye's pursuit of excellent quality has never stopped. On the one hand, Wuliangye has formulated a strict enterprise standard system to strengthen the full-cycle quality management of "from a seed to a drop of wine"; On the other hand, we should put innovation in a prominent position, actively recognize and adapt to changes, strengthen scientific and technological innovation, green development, and digital transformation, and meet people's needs for a high-quality and better life with better products.
And the United States and five grains, the world shares
Culture is connected with the spiritual needs of consumers, and the excellent traditional Chinese culture is the source of Chinese brands, as well as the unique charm and outstanding advantages of Chinese brands. As the world's first distilled spirit made from five kinds of grains, Wuliangye's formula naturally has just the right amount of harmony and beauty.
Yibin, the core production area of Wuliangye, is a multi-ethnic mixed living and integration, and the Jiang culture, wine culture, tea culture, and bamboo culture complement each other, with a profound and beautiful heritage. Wuliangye, who was born and grew up in Si, is born with beautiful bones. Wuliangye's transmission of the value of harmony and beauty has never stopped.
On this year's "5.10 China Brand Day", Wuliangye launched the Sichuan wine culture and history exploration activity, and joined hands with all friends who are committed to protecting and inheriting China's excellent history and culture to further utilize, excavate and develop the cultural heritage of Sichuan wine, and explore new ideas, new methods and new paths for cultural inheritance and protection.
As one of the series of activities of "Sichuan Wine Culture and History Exploration Tour", the special exhibition of "Shu Yun Millennium Living Cellar and Fragrance" was launched in Chengdu MixC; In addition, Wuliangye also takes "national intangible cultural heritage brewing technology, national preservation ancient cellar pools, and national treasure cellar mud" as the main line, closely follows the theme of "Millennium Inheritance, Living Cellar and Fragrance" at the Shanghai World Expo Exhibition and Convention Center, and the two cities are linked, bringing consumers a unique and beautiful ceremony to show the unique charm of Chinese national brands.
Over the years, Wuliangye has adhered to cultural inheritance and practiced the common values of "Hemei planting", "Hemei brewing", "Hemei blending", "Hemei marketing" and "Hemei culture". Last year, by holding the second "Hemei Cultural Festival", "Rose Wedding Ceremony" and other activities, we continued to enhance the brand's popularity and reputation.
As Chinese liquor brands become more and more famous in the world, they have also become more and more a medium for overseas consumers to perceive China, and have become a unique and distinctive Chinese symbol.
Based on this, Wuliangye has visited many countries and regions in the world such as New Zealand, Chile and Brazil to tell wonderful and vivid stories of "Harmony and Beauty" to the world, share the "Harmony and Beauty" culture with more international friends, and make its own efforts and contributions to mutual learning between Chinese and foreign cultures and continue to promote exchanges and mutual learning among different civilizations.
"We always bear in mind the greatness of the country, put brand building in a more prominent and important strategic position, innovate in inheritance and develop in innovation, continue to shape brand advantages, enhance brand value, highlight brand tension, and actively forge world-class brands." According to Xiao Hao, deputy secretary of the Party Committee of Wuliangye Group (Co., Ltd.), at the 2024 Sichuan Brand Development Conference on China Brand Day, after years of accumulation, Wuliangye's brand value and brand influence have continued to improve, and it has been selected as one of the "Top 500 World Brands" for seven consecutive years; Ranked 59th in the "Top 500 Global Brand Value in 2023", and its brand strength reached the highest AAA+ rating in the world; Ranked 2nd in the "2023 Global Spirits Brand Value Top 50 Rankings".
The continuous brand building has also allowed Wuliangye to achieve more commercial success. According to the latest annual report, the company will achieve a total operating income of 83.272 billion yuan in 2023, an increase of 12.58% over the same period of the previous year; The net profit attributable to shareholders of listed companies was 30.211 billion yuan, a year-on-year increase of 13.19%, and the performance achieved double-digit growth for eight consecutive years, showing strong resilience and stability.
In the first quarter of this year, Wuliangye achieved revenue of 34.833 billion yuan, a year-on-year increase of 11.86%; The net profit was 14.045 billion yuan, a year-on-year increase of 11.98%, and both revenue and net profit continued to maintain double-digit growth.
Looking forward to the future, Wuliangye will continue to practice the tenet of "Chinese brand, shared by the world", continue to strengthen the strategy of "brand strong enterprise", actively practice the era responsibility of leading liquor companies to build a "world-class" brand, and continue to accumulate strong potential energy for high-quality development.