Recently, Langjiu officially announced the cessation of production of the fourth-generation Honghualang Red Ten. As soon as the news came out, it attracted great attention from inside and outside the industry, not only because it is a super single product with a sub-high-end price band under Langjiu, but also because of Langjiu's continuous innovation in recent years, so that the market estimates that this is the precursor of another major move of Langjiu.
1.
The market's prediction of Honghualang's upgrade is not groundless. As an important single product in the sub-high-end price band of Langjiu, the upgrade and follow-up of Honghualang is an important part of the promotion and maturity of Langjiu's overall "change and remodeling".
Langjiu is the first famous liquor company to build a world-class modern liquor estate, which began in 2008 and has been in operation for 16 years now.
There are two key points, one is to continue to develop high-quality brewing resources in the 49-kilometer valley of the Chishui River, the core production area of soy sauce liquor in China, and the other is to build high-end buildings and match top service teams to break through the traditional distillery model, so that consumers can take the initiative to approach the liquor culture and open up a new imagination of liquor consumption.
In October 2023, the first phase of the Tianfu Ecological Liquor Zone project of Langjiu located on the opposite bank of Moutai was completed and put into operation, and Langjiu became the only liquor company with a layout of the two core production areas of Daerlang and Da Moutai, and its scientific layout of "Six Stars Lianzhu" on the left bank of the Chishui River was finally formed.
With an annual production capacity of up to 70,000 tons/year of high-quality soy sauce liquor and a storage capacity of 220,000 tons, it has become the most powerful quality ballast stone for Langjiu's soy sauce wine products.
At the same time, Langjiu has also increased its efforts to promote the reform and reshaping of the organization as a whole, linking the top circles with top service and top value, completely changing the traditional concept and business model of liquor enterprises, allowing liquor lovers to take the initiative to come to the manor, turning liquor into a stage, and making various lifestyles the protagonists on the stage.
By the end of 2023, the number of visits to Langjiu Manor has reached 400,000 people, with business, sports, literature, art and other interest anchors as the core, gathering batches of high-end circle of friends, and Qinghualang has become a classic fashion popular in all circles.
The two key points have both stepped to a new level, and the Qinghualang supported by the Langjiu Manor has ushered in a historic upgrade, entering the 5.0 era, and standing proudly in the industry with the "three firsts and three uniques" such as the longest base wine year at the same price, and quickly swept the country in the next few months, and also set off a boom of "Maoxiang Lang flavor" because of the unique cave aged flavor.
Looking back on the whole process, the transformation and reshaping of Langjiu is like a flower that gradually blooms, first taking place internally in a long period of time, and then relying on the quality and reputation of the fifth generation of Qinghualang, it drifts further.
Now, it is time for Honghualang to take over the baton and show the new look of Langjiu in front of a wider range of consumers.
2.
To list the most popular products in liquor, Honghualang must have a name. It was launched in 2003, and in the second year, it became popular among consumers because of its festive appearance and auspicious meaning, and became the first star item of Langjiu.
From 2009 to 2011, Honghualang, who has won many awards at home and abroad, has joined hands with CCTV Spring Festival Gala for 3 consecutive years, and exclusively named "My Favorite Spring Festival Gala Program Selection Activity", forming a strong binding with the Spring Festival Gala.
Subsequently, in addition to traditional festivals, wedding banquets and birthday banquets ...... Honghualang began to arrange the big and small happy events of the Chinese children, and became a reunion wine, festive wine, and auspicious wine loved by consumers.
In 2016, Lang Ping led the Chinese women's volleyball team to create a miracle in the Rio Olympics, and Honghualang signed Lang Ping as the spokesperson. "Drinking Lang wine, winning battles, and flying Chinese Lang" is recorded in history.
For more than ten years, Honghualang has always been a strong horse in the forefront of the market, and its reputation and continuous innovation have laid a solid foundation for the high-end layout of Langjiu, and continue to become a solid backing for Langjiu at every stage.
In 2023, a critical year for Langjiu to be reshaped in the midst of change, Honghualang will give full play to its genes of reunion wine and festive wine.
not only took the lead in appearing in the opening short film of the 2024 CCTV Spring Festival Gala, opened the curtain of the Spring Festival Gala of the Year of the Dragon, and became the "most popular bottle of wine" of the Spring Festival Gala of the Year of the Dragon, but also laid out a complete set of big actions including the title of the Sichuan-Chongqing Spring Festival Gala, covering 100 cities, and linking online and offline, and celebrating the New Year with consumers.
A series of big actions helped Honghualang achieve a year-on-year increase of nearly 200% in the average daily corkage rate and more than 80% year-on-year in shipments during the Spring Festival this year.
More importantly, in this process, the remodeled image of Langjiu, which is both classic and fashionable, has also been widely spread through the mass base of Honghualang.
Qinghualang is indeed the embodiment of Langjiu Manor, but to convey Langjiu's persistence and innovation over the years to the majority of consumers as much as possible, Honghualang is the most suitable narrator. Therefore, as early as April this year, when Honghualang announced a price increase due to the hot market, some people in the industry said: Honghualang's iteration is already on the way.
3.
Over the years, Honghualang and Qinghualang have maintained a high degree of pace.
For example, in March 2022, Langjiu released the industry's first enterprise internal control guidelines - "Langjiu Sauce Flavor Products Enterprise Internal Control Guidelines", in addition to stipulating the year and blending standards of Qinghualang, it also clearly stipulates that Honghualang 10 is "5-year-old base wine + 10-year-old wine" and Honghualang 15 is "5-year-old base wine + 15-year-old wine".
For another example, in October 2023, the general outline of "Centennial Lang Wine" was released, emphasizing that in 2025, Qinghualang and Honghualang will become large single products with sales of more than 10 billion yuan, and in 2030, the sales revenue of Qinghualang and Honghualang will both reach 20 billion yuan.
The reason is that Qinghualang and Honghualang are both under the "reform and remodeling" of Langjiu, and they are both important mediums for Langjiu to "respect customers" and constantly "stick a little closer to consumers", and they are also the key pillars to promote the ultimate realization of the goal of 100-year-old Langjiu.
Whether it is Qinghualang's Langjiu lifestyle with the circle as the medium and focusing on the needs of high-end people, or Honghualang's tightly embracing the most consumers, the most trustworthy quality and the most prosperous meaning sent at every traditional festival and festive moment, are the embodiment of Langjiu's "only customers are respected" in different aspects.
Only when all consumers can feel the quality and sincerity of Langjiu can the final grand territory be established. And this is also the fundamental reason why the witnesses of Langjiu's business are sure that the fifth generation of Honghualang is about to come out.
Let us hope that this product, which integrates classics and fashion, and shows the innovation and enterprising of Chinese liquor companies, can meet consumers sooner and continue to write a new liquor story with the sons and daughters of China.