How to find a definite direction for development in an uncertain cycle? A feasible path is to resonate with the corporate strategy and major policies, and gather long-term development synergy.
On October 11, sponsored by the China Liquor Industry Association and undertaken by Guotai Shuzhi Liquor Group, the "Guotai Liquor Culture and New Technology Integration Communication Conference" was held in Shanghai. This event discussed the "national Taiwan sample", development path and achievement prospect of digital and intelligent transformation, and let the industry see the new direction of high-quality development of soy sauce and wine.
Digital intelligence, the "new long march" of Chinese soy sauce and wine
Why should the traditional brewing industry, which has been inherited for thousands of years, carry out digital and intelligent reform?
At the industrial level, the "Guiding Opinions on the Development of China's Liquor Industry in the 14th Five-Year Plan" proposes to promote innovation and development with digital and intelligent brewing, further promote the intelligence of key processes, production control automation and supply chain optimization, promote industrial scientific and technological innovation, process innovation and management innovation, and help industrial transformation and upgrading.
In the last round of development, soy sauce wine can be said to be the biggest beneficiary, maintaining double-digit high growth for many years. Compared with 2017, the market size of soy sauce wine has doubled, with sales revenue accounting for more than 30% of the industry and profits accounting for more than 40% of the industry. However, when the industry entered a period of adjustment, the problems accumulated in the rapid development gradually emerged. When the inclusive dividend of soy sauce and wine disappears, the competition between enterprises returns to the most simple and essential level, and enterprises that have built new growth momentum are expected to break through quickly.
Yan Kaijing, Chairman of the Board of Directors of Tasly Health Industry Investment Group, Chairman of Tasly Biomedical Industry Group, and Chairman of Guotai Shuzhi Liquor Group
In this regard, Yan Kaijing, Chairman of the Board of Directors of Tasly Health Industry Investment Group, Chairman of Tasly Biomedical Industry Group, and Chairman of Guotai Digital Intelligence Liquor Group, pointed out: "The era of digital intelligence has provided a driving force for the continuous development of sauce-flavored liquor. The soy sauce and wine industry and enterprises should concentrate on doing a good job in the 'new quality and long cattle'. ”
So, how can we take the new long march road of "new quality and long cattle"? Yan Kaijing believes that it is necessary to grasp two "bull's noses":
1. Innovation, firmly grasp the opportunity to reshape productivity in the era of digital intelligence, seek momentum from various new technologies such as artificial intelligence, big data, and cloud computing, promote efficiency improvement, product upgrading, and dynamic balance between supply and demand, help the industry transform deeply, and create an "innovation cow".
2. Change, take the initiative to embrace the new era of consumer business, fight the battle of stock competition, start from the precise positioning of consumers, match suitable goods, shorten the distance between supply and demand, improve the efficiency of circulation, form a flywheel, and create a "long cow of change".
It is particularly noteworthy that these innovations and changes must adhere to one premise – integrity. That is to say, intelligent brewing must be based on the systematic analysis of traditional brewing wisdom, with the goal of improving quality.
"The traditional industry of sauce and fragrant liquor to explore the development of intelligence, not for the sake of intelligence and intelligence, the ultimate point of these indicators such as 'improving productivity and energy saving' is that the wine is delicious!" Yan Xijun, founder of Tasly, founder of Guotai, honorary chairman of the board of directors of Tasly Group, chairman of Tasly Digital Intelligence Health Industry Group, said: "Everything in Guotai is to make good wine, and making good wine is to make good wine, so that consumers can experience the beauty of wine while telling the story of good wine. ”
Yan Xijun, founder of Tasly, founder of Guotai, honorary chairman of the board of directors of Tasly Group, chairman of Tasly Digital Intelligence Health Industry Group
25 years of achievement of digital intelligence "national Taiwan sample"
On the new Long March road of soy sauce wine transformation, over the past 25 years, Guotai has adhered to the concept of "adhering to the tradition and not leaving the ancient, and the inheritance of science and technology without departing from the ancestry", focusing on "making good wine, drinking good wine, and drinking good wine", and has become a "digital intelligence sample" for the transformation of the wine industry in two steps.
Step 1: In the first ten years from 1999, Guotai focused on learning and practicing the brewing technology of Daqu sauce-flavored liquor in Moutai Town, and continued to accumulate the technical parameters of each major process link.
Step 2: Since 2011, Guotai has explored the new industrialization of the soy sauce and wine industry, and has built a whole-process standardized digital production management system with traceable sources, controllable quality, traceable destinations, and accountable responsibilities for 6 iterations in more than 10 years.
According to Zhu Yonghong, vice chairman of the board of directors of Tasly Health Industry Investment Group and general manager of Tasly Digital Intelligence Health Industry Group, after more than 20 years of development, Guotai has five production bases: Guotai Digital Intelligence Liquor, Guotai Manor Digital Intelligence Liquor, Guotai Jude Digital Intelligence Liquor, Guotai Maoyuan Digital Intelligence Liquor, and Guotai Juzhi Digital Intelligence Liquor, with a planned annual output of 56,000 tons of authentic Daqu sauce-flavored liquor.
In terms of intelligent brewing, Guotai has built a 10,000-ton intelligent brewing system innovation and industrialization demonstration base for the sauce-flavored liquor industry with digital analysis of traditional processes, intelligent transformation of production equipment, and standardization to improve product quality, and created a digital and intelligent production and management standard system for intelligent brewing, and four scientific and technological achievements such as "scientific analysis of the quality connotation of sauce-flavored liquor" have reached the international leading level.
It is particularly worth mentioning that in the process of digital and intelligent transformation, Guotai has always adhered to traditional brewing as the foundation. After a lot of research and repeated experiments, Guotai summarized the traditional brewing technology of "12987" soy sauce wine into 30 processes and 274 links, and refined 1508 process indicators, covering the whole production process. Among them, the process indicators have increased significantly compared with 1,071 last year.
Through these innovative measures, Guotai has effectively improved production efficiency, reduced resource consumption, significantly improved the working environment of workers, realized the unity of social, industrial and enterprise benefits, and has become a sample of the digital, standardized and intelligent development of Chinese liquor, and has been praised by many experts and scholars as a model of "integrity and innovation".
Relying on the achievements of digital intelligence development, facing the future, Guotai has put forward the development goal of "opening a new chapter of digital intelligence and creating a new famous wine in China", which will create a new chapter in the development of digital intelligence Guotai from five dimensions: development model, development momentum, marketing model, consumer experience, and cultural construction; Through concept innovation, science and technology guidance, the creation and service of a better life, the inheritance and promotion of fine wine culture, and the co-creation and promotion of commercial civilization, we will build a new famous wine connotation system.
The new expression of digital intelligence will "pass" the last mile
After 25 years of development, Guotai Liquor has proved the feasibility of the road of digital intelligence winemaking. From the perspective of brewing, deconstructing traditional brewing in a scientific way is the last mile of human cognition of thousand-year-old brewing technology, so that the industry can truly understand the production mechanism of good wine.
In addition to the production side, the innovation of digital intelligence should also empower the sales and brand side, open up the last mile from the brand to the consumer's mind with digital intelligence, and empower the quality and brand narrative of famous wines in the new era.
So, how does it work? Through this activity, Guotai has built a new path of brand expression of "understanding with science and technology, understanding with experience, and understanding with culture".
The event site "Guotai Metaverse" VR experience
At the event, many guests experienced the 1.0 version of the "Guotai Metaverse", experienced a wonderful journey through time and space through AR and VR technology, and felt the 5,000-year-old cultural heritage of Chinese liquor, as well as the magical brewing process of Guotai sauce and fine liquor. Some fans exclaimed: "It's amazing!" "Guotai Metaverse makes him feel like he has clairvoyance, and he can walk into the Guotai brewing workshop in the exhibition hall, which gives him a more intuitive feeling of intelligent brewing.
According to reports, at present, the metaverse experience hall of Guotai has been preliminarily completed. In the future, the experience hall will be further moved to the market and specialty stores, transforming technological innovation into the ability to rapidly expand the market, so that consumers can deeply experience the unique charm of Moutai Town and Guotai Liquor.
In addition to "going out" through the metaverse, Guotai is also actively promoting the integration of wine and tourism and "inviting consumers in". Walking into Guotai, tourists can enjoy the production of traditional sauce-flavored liquor in the Guotai liquor production base; In the "Metaverse Immersive Experience Hall", explore the digital code behind Guotai; In the "Wine Culture Center", you can experience the "three-level and ninth-class" drinking realm concept; In the "Cultural and Creative Wine Art Center", you can experience the "Tongdao" wine culture......
With the integration of wine and tourism as the starting point, scientific and technological intelligence as the means, and "general culture" as the core, Guotai has created a systematic and immersive "new experience of digital and intelligent wine" for consumers from "co-brewing with heaven and man" to "brewing with heaven and man".
Relying on this concept, Guotai has also built the event venue into a condensed digital and intelligent wine experience hall - meta-universe simulation travel, rounds of wine tasting, wine DIY blending, robot coffee, ice cream and other experience methods have attracted many visitors, and the popular venue is full of joy, and more foreign friends have praised it again and again after experiencing it.
Ye Zhengliang, Vice President of Tasly Health Industry Investment Group and Vice Chairman and General Manager of Guotai Digital Intelligence Liquor Group, said: "The ultimate goal of the development of Digital Intelligence Guotai is to serve consumers and create a better life. Through these new ways of digital and intelligent experience based on traditional brewing and integrated into "Tong Culture", this goal of Guotai is being concretized.
In the previous 20 years of development, Guotai has proved the feasibility of intelligent brewing and built a solid foundation for the quality of new famous liquors; In the new chapter of the development of digital intelligence, Guotai has innovated a new mode of digital and intelligent expression, opened up the last mile of brand and consumer cognition, and enriched the brand connotation of famous liquor in the new era with technology and culture. Relying on digital intelligent brewing and digital intelligent expression, Guotai Liquor expects to gain long-term growth momentum for new famous liquors.