文丨酒业家团队（ID：jiuyejia360）
Planning丨Xianchen Editor丨Yifan Editor丨Yunding
Indulge in the bright sunshine of the Cote d'Azur, taste local melons and fruits, seafood and grape wines of various styles at the foot of Jieshi Mountain, experience intangible cultural heritage art lacquer fans, shadow puppet plays, check-in rings, shooting and other interactive games at Phoenix Manor, and feel a visual feast of Phoenix Flying......
On September 21, the 25th Hebei Qinhuangdao (Changli) Wine Festival and Moutai Wine Opening Fan Festival was held in Moutai Wine Phoenix Manor. As an annual event, Moutai wine once again refreshes the sense of experience. On the same day, the "Running Moutai Red", which was upgraded to orienteering, also achieved a double IP "combination" with the Kaizhuang Fan Festival, bringing wave after wave of climaxes to this year's Kaizhuang Fan Festival.
Whether it is the form of the event or the product, it is the sincerity that Moutai Wine brings to the fans, and it is also the vitality and vitality it brings to the wine market. The constantly refreshing experience is a powerful practice for Moutai Wine to truly deeply link consumers and expand consumer groups.
"To chase the light, but also to become the light", just like the slogan of the Cote d'Azur, through frequent actions, Moutai wine, which is also a "light chaser", is becoming a beam of light that illuminates the cold winter of the industry.
01
The Côte d'Azur is running passionately, and Moutai wine is once again "red in China"
Since the end of 2023, the third quarter of "Running Moutai Red" has been linked with the national event of the "Red China" National Orienteering Series, and the "Running IP" has also been upgraded again. Since the beginning of this year, after entering Beijing and Xiamen one after another, the "Running Moutai Red 2024 Red China National Orienteering Series Qinhuangdao Station" is also the first time that the upgraded "Running IP" has "gone home".
Orienteering is a new type of sports that integrates sports fitness, intellectual competition, and fun and entertainment, and is listed as one of the three major outdoor sports.
The wine industry learned from the scene that the Qinhuangdao station event attracted 500 athletes to sign up to participate, including professional orienteering athletes, enthusiasts and Moutai wine fans. The event is divided into adult group, elite group, and open group, and starts in batches. After two hours of fierce competition, 24 contestants finally stood out.
Wine industry experts found that, like Beijing and Xiamen stations, the "running" IP upgraded to orienteering has attracted more and more young people to participate. "I have participated in the Beijing station before, and through the two events, I have learned more about Moutai wine." A college student and orienteering enthusiast from Beijing told the wine industry that there are many orienteering enthusiasts in the country and will often pay attention to local events, and this time he made a special trip from Beijing to Hebei.
From the perspective of the venue, the event is located on the Qinhuangdao Ocean Cote d'Azur, which has 2.8 kilometers of natural high-quality sandy beaches, 3.5 kilometers of Yanghe River shoreline and 16,000 square meters of wetland park, making it an excellent venue for orienteering.
It can be seen that through the continuous innovation of running IP, Moutai Wine on the one hand makes use of Qinhuangdao's rich tourism resources and takes a further step in the innovation of the integration of wine and tourism; On the other hand, it has also continuously cultivated new consumer groups, especially young consumers, and continued to enhance its brand influence.
▲Liu Gang, member of the Party Committee, chief accountant and secretary of the board of directors of Moutai Group
"Through orienteering, the sports events of sports and fitness, intellectual competition, and fun and entertainment are fully integrated with Moutai wine, and the IP expression of 'striving for excellence' is conveyed with a running posture and enterprising attitude, which is also the meaning of 'running Moutai Red'. In the past few years, Moutai wine has been running against the wind for 7 consecutive years, growing against the trend, and gradually jumping to the top of the industry, which is a profound embodiment of the running spirit. Liu Gang, member of the Party Committee, chief accountant and secretary of the board of directors of Moutai Group, also said.
02
The Kaizhuang Fan Festival refreshes the experience, and Moutai wine grows together with the production area
As exciting as orienteering, there is also the annual Kaizhuang Fan Festival.
Wine industry experts noticed that after the first linkage last year, this year's Moutai Wine Opening Fan Festival also joined hands with the 25th Hebei Qinhuangdao (Changli) Wine Festival, jointly bringing Moutai wine fans an in-depth experience that integrates the customs of the Jieshi Mountain production area and the fine wine of the manor.
In Phoenix Manor, Moutai wine fans can not only taste the different styles of wineries from the Jieshishan wine production area in the wine joint exhibition area, but also taste local fresh melons, fruits, vegetables and seafood in the special agricultural products joint exhibition area, and experience intangible cultural heritage paper-cutting, so that the Moutai wine brand can be integrated into the customs of the production area. In addition, Moutai Wine also has a special game interactive area, a series of wonderful activities such as rings, shooting, intangible cultural heritage art paint fans, etc., attracting a group of fans to line up to check in. The visual feast of the phoenix flying sky and the national intangible cultural heritage art shadow puppet show will also push this year's Kaizhuang Fan Festival to a new climax.
The re-linkage between the production area and Moutai wine undoubtedly proves the status of Moutai wine as a benchmark brand in the Jieshishan wine producing area. The use of regional characteristics to constantly refresh the sense of experience is a vivid practice of symbiosis and co-prosperity between Moutai wine and the production area.
"This wine festival and Moutai Phoenix Manor opening fan festival activities, creative novel, rich in content, splendid, innovative development of the opening festival, fan festival, orienteering and new product launch and other new formats, the green water and green mountains, pastoral scenery, regional customs, grape culture, fine art into a furnace, not only represents the innovation of wine products in Jieshi Mountain production area, but also an exploration of the new path of 'wine + cultural tourism' integration and development, which is bound to let consumers have a deeper understanding of Changli culture." Li Qing, deputy secretary of the Changli County Party Committee of the Communist Party of China and head of the Changli County People's Government, said that in recent years, Moutai wine has continued to grow against the trend, promoting the high-quality and efficient development of the enterprise itself and the Changli regional economy.
▲Li Qing, deputy secretary of the Changli County Party Committee of the Communist Party of China and county magistrate of the Changli County People's Government
"Moutai Group laid out the wine industry at the turn of the century, and finally chose to take root in Changli after comparing excellent production areas at home and abroad, and time has proved that this is a correct choice." Liu Gang also said that in recent years, the local government has created an intimate business environment for Moutai wine in terms of production area planning and industrial policy, and enterprises in the production area have gone hand in hand, the brand influence and reputation of "Jieshishan Wine City" have been continuously improved, and the signboard of "China Dry Red Wine City" has become more eye-catching, and Moutai wine has also continued to develop steadily and become the growth point of the industry, injecting vigorous vitality and vitality into the industry.
03
Influencing the new customer group under the tide of the times, Moutai wine has taken root downward
It is worth noting that at this year's Kaizhuang Fan Festival, Moutai Wine also upgraded its oak barrel aging series of new products.
The wine industry learned that in 2024, in order to comply with the consumption trend of consumer quality upgrading and aesthetic upgrading, Moutai Wine has carried out an all-round upgrade of the quality and design concept of oak barrels, and the series of products are blended and fermented with Cabernet Sauvignon, Merlot, Cabernet Franc and other varieties, and "oak barrel aging + estate cellaring" brings higher quality to the series.
With the iterative upgrading of running IP, the continuous refresh of the experience of the Kaizhuang Fan Festival, and the constantly updated product matrix, it can be seen that as a representative of Chinese wine, innovation is the spiritual core of Moutai wine, and the ultimate purpose of innovation is to influence and link more customers in the new consumption environment.
▲Yang Guang, chairman of Beijing Zhengyitang Strategic Consulting Agency
The lack of consumer groups is the biggest dilemma facing the Chinese wine industry for many years. Yang Guang, chairman of Beijing Zhengyitang Strategic Consulting Agency, analyzed that when "drink less, drink better", "please yourself" and "gather" have become new changes in drinking consumption, and the drinking scene has also changed to the whole scene, the health concept and full-scene adaptability of the wine category still have room for improvement in the new era of civilized consumption of wine.
At the same time, in recent years, the wine industry has faced its coldest winter since the beginning of the new century, and only those companies with deeper roots have been able to survive the cycle and grow resiliently.
"Dig a deep well to drink sweet springs." Yang Guang said frankly that throughout the development of Moutai wine in recent years, Moutai wine is also constantly "taking root downward", realizing the cultural leadership, quality leadership and brand leadership of China's wine industry.
At the cultural level, through the Silk Road, Moutai Wine seeks its origin, seeks beauty in solar terms, and runs upward, facing new Chinese consumer groups under the tide of the times, telling the thousand-year-old historical inheritance of Chinese wine, and opening up a new battlefield of oriental culture in the competition for wine discourse. In terms of quality, it creates quality life elements with ingenuity and fine wine, integrates into the whole scene of consumers' indoor and outdoor life, and gradually becomes the quality life element of Chinese consumers; At the brand level, after eight years of continuous growth against the trend, the brand connotation of Moutai wine is not only a bottle of wine, but also a high-quality lifestyle represented by "Moutai".
▲Li Chunfeng, Secretary of the Party Committee and Chairman of Moutai Wine Company
"Today's Moutai Wine Company has a more solid foundation, the market is gradually forming, and the brand awareness is constantly improving." Li Chunfeng, Secretary of the Party Committee and Chairman of Moutai Wine Company, also said that in the face of the new situation, new environment and new requirements, Moutai Wine will continue to improve product quality and make wines that meet the needs of the Chinese population and style; Adhere to cultural guidance, tell the story of the production area, the product story, and the brand story; Adhere to the transformation from "selling wine" to "selling lifestyle", actively adapt to the changes in new consumption scenarios, adapt to the needs of more and more consumers for a better life such as low-alcohol, light drinks, fashion, and health, and practice Moutai's corporate mission of "brewing a high-quality life".
Through the Kaizhuang Fan Festival year after year, we can see that Moutai Wine is taking practical actions to explore a new breakthrough path for the Chinese wine industry.