Source: Wine Says
There is no doubt that the success of liquor companies is inseparable from the success of large single products.
The super single product recognized by the industry has not only contributed to the scale of performance and product influence with its strength, and has become the core engine to promote the steady growth of the enterprise, but also the star protagonist who has witnessed the development of China's wine industry and recorded the changes in consumption.
Yanghe's sea blue is a representative industry item.
In 2003, Yanghe's blue classic was born, and the "blue storm" with the blue of the sea as the main product gradually swept the country. The establishment of the status of the blue classic series in the industry started from the blue of the sea, and created a "blue myth" that cannot be replicated by the Chinese liquor industry.
20 years have passed, why can Ocean Blue continue to sell well all over the country? The answer is that Yanghe adheres to the supremacy of quality, continues to inject strong impetus and product vitality into the blue classic, and makes Haizhilan an evergreen national brand in the wine industry.
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Mianrou has been selling well for 20 years, a classic that cannot be replicated
What is Classic? From the perspective of wine theory, this has two meanings, one is to have the value of time to temper, and the other is to have irreplaceable representativeness. For the wine industry, super large items are "classics".
There has never been a shortage of brands in the liquor market, but there are very few brands that can really withstand the test of time and the baptism of the market. Only classics are eternal.
Looking back on history, the core of Yanghe's ability to win the title of "China's Famous Liquor" three times lies in its brewing technology and quality advantages. Liquor experts have used "sweet, cotton, soft, clean, fragrant" and "wine cotton is just like Guanyin willow, sweet like podocarpus" to give a high evaluation and professional summary of Yanghe's quality style.
After decades of ingenuity and craftsmanship, Yanghe, which has both the heritage of famous liquor and the quality of genes, finally ushered in the opportunity of innovation in 2003.
On the basis of the traditional brewing style, Yanghe took the lead in breaking through the classification tradition of Chinese liquor flavor type, and pioneered a new quality style of soft liquor based on "taste".
It can be said that with its highly recognizable blue fashion and differentiated image, soft taste experience, forward-looking price positioning, strong marketing system and execution, and other comprehensive advantages, Ocean Blue has become an irreproducible and irreplaceable classic in the hearts of consumers.
As Zhang Liandong, Secretary of the Party Committee and Chairman of Yanghe Co., Ltd., said, the creation of blue classics is the change of the times, and the magic weapon of creating blue classics is the change of innovation. "Mianrou" has created a new height in the pursuit of liquor quality, "blue" has opened a new peak in the aesthetics of liquor, and "classic" has opened up a new highland of unique liquor taste.
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With an annual sales volume of more than 100 million bottles, the quality and strength are more reliable
Classic through time and space, soft and firm quality.
For more than 20 years, the blue of the sea carries people's deep memories and feelings of the times, the familiar advertising slogan - "the world is the widest is the sea, higher than the sea is the sky, more extensive than the sky is the feelings of men", rich connotation, lofty artistic conception, unforgettable.
Despite being in the fierce competition in the liquor industry, Haizhilan has won the favor of many consumers with its fashionable and atmospheric appearance and plump and thick taste, and has successively won the honors of "Consumers' Favorite Liquor Brand", "No. 1 Consumer Product Praise", "No. 1 Consumer Quality Recognition" and so on.
In the view of the liquor theory, Haizhilan continues to sell well with the glory of the brand, thanks to Yanghe's strong soft quality strength and professional technical team, which has strongly supported the annual sales of Haizhilan to exceed 100 million bottles and the annual drinking customers of more than 300 million, becoming a well-known "national liquor".
The ancients said that those who have constant production have perseverance. At present, Yanghe Co., Ltd. has a liquor industrial park of 10 square kilometers, an annual production capacity of 200,000 tons of liquor, a storage capacity of about 1 million tons of raw liquor, and more than 700,000 tons of high-quality raw liquor of different types and years. The huge production capacity and energy storage advantages provide a solid and visible quality foundation for Haizhilan.
Yanghe also has a "dream team" composed of 2 Chinese brewing masters, 2 core members of the national jury expert group, 3 Chinese chief liquor tasters, 4 Chinese liquor masters, 4 Chinese liquor craft masters, 2 Chinese wine evaluation masters, 42 national wine evaluation committees, 78 provincial wine tasting committees, and 1975 technical personnel, and has 10 national and provincial technology research and development platforms. In April last year, Yanghe's "Dream Team" won the championship, second and third place in the National Wine Tasting Competition, and won the championship of the National Wine Tasting Competition for 6 consecutive years.
The fact that Ocean Blue has become a best-selling item is the result of the careful choice of countless consumers, and it is also a reliable proof that Sea Blue impresses people with excellent quality.
At the same time, manufacturers continue to increase efforts to maintain market order and standardized product circulation; Consumers choose to buy genuine Ocean Blue through formal channels, and do not be deceived by low prices, resulting in damage to their own rights and interests, otherwise it will only affect the experience and evaluation of the quality of Ocean Blue.
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Quality innovation and upgrading, closely following consumer needs
In 20 years, Haizhilan has completed six upgrade iterations. The sixth generation of Sea Blue, after 4 years of careful polishing, has the characteristics of softer quality and more comfortable experience, which strongly interprets "20 years together, three years of Didi Chen, and pure grain fragrance".
The quality is softer, and the core is reflected in the use of more than three years of base wine in the sixth generation of Haizhilan, after years of storage in the pottery jar, in the grain, cellar pool, Daqu excellence, so that the grain fragrance, cellar fragrance, koji fragrance three incense in one.
The more comfortable experience is the use of soft core brewing process, a variety of microorganisms fermentation together, to achieve a comprehensive coordination of aroma and taste, softer in the mouth, smoother in the swallow, and a longer aftertaste of the drinking experience.
Based on the industry, the wine industry is facing a new round of turning and adjustment cycle, and Haizhilan occupies the mainstream price band of mass consumption, and is the most popular star single product in the price range of 100-200 yuan, and has maintained a good momentum of steady growth.
Especially at present, in the face of the trend of brand centralization and consumption differentiation, Haizhilan accurately meets the needs of mass consumers, and is widely used in consumption scenarios such as wedding banquets, gifts and family drinks, and continues to consolidate the advantages of large single products. This is the power of classics and the power of quality, so that Haizhilan always maintains a strong product vitality.
Good wine is a friend of time, and the market is the touchstone for testing quality.
The distributor from the Jiangxi market said to the liquor, "Yanghe's Haizhilan has a high repurchase rate, and it is the preferred product for local wedding banquets, and Yanghe's brand atmosphere in the local area continues to heat up, and I believe that Haizhilan will have a greater breakthrough in the future." During last year's Double 11, the Blue of the Sea 52 Degree Gift Box ranked TOP1 on the Tmall liquor gift box repurchase list.
After time precipitation and market testing, Haizhilan has always maintained a strong product vitality, adhered to the supremacy of quality, closely followed the needs of mass consumption, continued to create a value model of quality innovation in the liquor industry, and passed through the adjustment cycle with the certainty of famous liquor products, helping the high-quality development of the liquor industry.