文丨酒业家团队（ID：jiuyejia360）
Planning丨Shangyong Editor丨Yunheng Editor丨Yunding
From cost performance to quality-price ratio, from the pursuit of balance between quality and price, to the pursuit of a higher level and high standard of consumer experience, the changes in user demand are profoundly affecting and reshaping the consumption habits of the public liquor.
When the era of quality-price ratio with equal emphasis on cost performance and high quality arrives, even for the bare bottle liquor of the "Taji" of liquor, "quality upgrading" should also be the responsibility of contemporary liquor enterprises. One of the core indicators that define a good bottle of good wine is the solid-state fermentation of pure grains. This is also the bottom line of quality for a liquor company.
However, the actual situation is that in the public light bottle wine at a price of twenty or thirty yuan, there are not many products that can truly use the pure grain solid-state fermentation process and obtain official certification. Since the establishment of the factory for more than 70 years, Red Star, which has been insisting on the solid-state fermentation of pure grains, has stood out, and has maintained double-digit growth in sales scale and profit in the past four years, and continues to lead the expansion of the bare bottle wine market. Nowadays, this firm adherence to quality is also being witnessed by more consumers.
Many consumers always have doubts about the quality of liquor products at the mass price: "Is it so cheap, can it be pure grain wine?" ”
Although many wine companies have given sworn guarantees in their marketing communications, quality does not depend on words after all, how can consumers gain a sense of trust that seeing is believing? Red Star gives an innovative sample of quality expression.
The first is a solid industrial foundation. Red Star plans to invest 5.5 billion yuan in the Fenhe River Basin, Shanxi, an advantageous production area of fragrant liquor, to build an intelligent and ecological "Red Star Erguotou Brewing Base" covering an area of nearly 1,000 acres, with an annual output of 115,000 tons of raw liquor and a storage capacity of 135,000 tons. In November 2022, the first phase of the base project was completed and put into operation.
Not only that, focusing on the core proposition of smart brewing, Red Star has also comprehensively sorted out the brewing process of Erguotou for more than 70 years, extracted 45 processes, 102 links, and 398 process standards to apply to intelligent production, and accurately quantified each link in the brewing process, so that the flavor of the liquor is more stable, more authentic, and more efficient. The strong brewing strength allows Red Star to break through the cost limit of price and continuously strengthen the advantage of quality-price ratio.
The second is the authoritative pure grain certification. Red Star not only always adheres to the pure grain solid-state fermentation process, but also applies for the use of the "Pure Grain Solid-state Fermentation Liquor Mark" based on its leading industry, technology, scale and other advantages. At present, all the light bottle liquor products under the Red Star Erguotou brand have obtained the pure grain solid fermented liquor mark certification issued by the Liquor Professional Committee of the China Food Industry Association, and Red Star has also become the only liquor enterprise in the Beijing Erguotou industry that has obtained the pure grain mark for large-scale light bottle products. This not only demonstrates the quality confidence and quality strength of Red Star, but also reflects Red Star's responsibility to lead the quality upgrade of the industry and make good wine for the people.
The third is visible quality assurance. Since the opening of the factory tour route in 2019, 14w+ consumers have successively walked into the Red Star Green Smart Factory to feel the organic combination of traditional craftsmanship and intelligent brewing, demonstrating the responsibility of state-owned enterprises and the embodiment of typical new quality productivity. On March 18, 2024, Red Star officially launched a 24-hour uninterrupted live broadcast of "Pure Grain Brewing Full Disclosure" to create an online and offline transparent factory, so that all consumers can witness the visible quality of China. As of April 11, the number of viewers in the live broadcast room has reached 200,000.
Consumers can not only go deep into the park in person to experience the traditional process of pure grain solid-state brewing on the spot, but also watch the whole process of Red Star from raw grain control, brewing process, and pottery jar storage through the all-weather factory live broadcast "cloud". The panoramic transparent and open full-link production process of Red Star is to allow consumers to witness the pure grain solid-state brewing process of Erguotou Liquor that is more understandable, better tasting, more assured and more affordable, and to achieve an ultra-high quality-price ratio with "pure grain quality and people-friendly price", and to live up to the original intention and mission of "making good wine for the people".
Facts have proved that only by taking consumers as the center, putting quality in the first place, and wholeheartedly brewing good wine, can we win the long-term trust of consumers.
More than 70 years of quality adherence has created Red Star's industry-leading brand reputation and performance growth, and in this process, Red Star has also projected its strong quality vitality on intangible cultural heritage brewing technology and protection. Recently, Red Star was rated as a "National Demonstration Base for Productive Protection of Intangible Cultural Heritage" by the Ministry of Culture and Tourism, becoming one of only six wine companies in the country and the only one in Beijing to be selected. This national honor is also inseparable from its profound cultural heritage support and firm determination to inherit intangible cultural heritage.
After years and cycles, quality has always been the cornerstone of Red Star's development. Behind this is undoubtedly the continuation of the ingenuity of generations of Red Star craftsmen, the inheritance and innovation of Beijing Erguotou's intangible cultural heritage skills, and the quality responsibility of consumers from the beginning to the end, and the firm pursuit of product quality and price ratio. The original intention of "making good wine for the people" will always guide Red Star towards the long-term future of high-quality development.