In recent years, due to the continuous leadership of moutai and other first-line sauce wine brands, Moutai Town, Chishui River, and even the entire Guizhou sauce wine production area, more and more sauce wine strength brands have begun to go out of Moutai Town, out of Chishui River, out of Guizhou, to the market across the country. It is worth mentioning that for a long time, Shandong, as a well-known liquor production and marketing province in the country, has always been a key market for famous liquors across the country to enter, and over the past few years, Shandong has also achieved a number of liquor brands outside the province, including Zhu Sauce Liquor Brand, with its broad and inclusive market mindset.
Guizhou Moutai Wine Co., Ltd., which is located in the core production area of Moutai Sauce Wine in Moutai Town, has entered the Shandong market for only a few years, with excellent wine quality, rich product lines, innovative marketing paths, and a practical and diligent work team, it has achieved rapid development in the Shandong market, and has achieved a better layout in many places, more and more elite wine merchants have begun to choose to join the big family of Sales in Guizhou, Guizhou Yintai Sauce Wine, and the Shandong market has gradually entered a better state!
In just a few years, Guizhou Yutai sauce wine can achieve such great results, where is the secret? In the past few years, what has the history of Yutai sauce wine in the Shandong market? What main line products does Fengtai sauce wine currently lay out in the Shandong market? What innovative marketing paths have been implemented? With these questions in mind, the reporter recently interviewed Wang Liang, general manager of the Shandong branch of Guizhou Fengtai Liquor (Group) Co., Ltd.
Accidentally "into the right line"
In the interview, Wang Liang always said, "A few years ago, I liked to drink, I accidentally hit and bumped into, and accidentally entered the wine industry and entered the right line."
Before entering the wine industry, he actually operated in many fields such as finance and jewelry for many years, and he was very successful, and the jewelry and other businesses continue to do so far, and the scale and influence of the industry are large enough. Talking about this experience, Mr. Wang Liang frankly said that "the success in other industries, the strength of funds, contacts and other strengths, is not the key to determining the current achievements of the Shandong market that I am responsible for and having the confidence to face the greater planning in the future, the eternal integrity, personal values and corporate values formed by successful operation in other industries are the core of his successful operation!" ”。 A few years ago, in a relatively difficult climbing stage, because of strategic judgment errors, a project he worked with a few friends failed, in the most difficult moment, he withstood the pressure, walked through a journey unimaginable to ordinary people, and finally completed the compensation to investors and the initial commitment to partners and teams.
Mr. Wang Liang frankly said that cross-bank operation is facing a new field, but the biggest common denominator is still dealing with people, or dealing with the elite of the industry, as long as it is dealing with people, then the personal values and corporate values of "integrity and promises" will be able to travel unimpeded, and it will not be far from success.
Many times, Wang Liang is always a particularly casual and sensual person, in the morning suddenly want to drink a bowl of tofu brain, he can "accidentally" take the buddies from Jinan to Gaotang County, round trip 200 kilometers; in the office, buddy said that Zibo a town specialty - old pickles, the taste is very positive, he can drive 200 kilometers directly from Jinan to Zibo to buy two pounds of old pickles; just after buying pickles, the brothers said "Brother, remember the knife cutting noodles at the entrance of the Wudang Mountain Scenic Area in Hubei Province, with this pickle is the best to eat", Wang Liang's stomach was churning again, and without hesitation, he jumped on the car and went straight to wudang Mountain in Shiyan, Hubei Province, with a journey of nearly 1,000 kilometers. Arrived in the middle of the night, the noodle restaurant has closed, live nearby, the next morning, the first entry, eat a bowl of enthusiastic knife-cut noodles, and then return, to Jinan after the brothers got off the bus, asked a sentence "Brother Liang, how does pickles and knife-cut noodles taste?" "The taste is great, it's a little farther, next time find a slightly closer Ha."
It may be precisely because of this emotional and casual personality that Wang Liang's popularity has always been great, and the team has always gotten along well with him, more often than not, it is more like a friend and brotherhood.
"The sauce wine, such a good wine, all the members of the team have almost no communication costs, and the sales performance will naturally go up," Wang Liang said with a smile.
Yudai sauce wine, the low-key nobleman behind the famous wine!
In reviewing the development history of The Group, Mr. Wang Liang said, "The Group is located in the core production area of 7.5 square kilometers of sauce wine in Maotai Town, which has decades of factory history, and after a long period of steady development, the enterprise has now become a large-scale enterprise producing Chinese sauce wine that covers an area of hundreds of acres, nearly 1,000 cellars, produces more than 5,000 tons of sauce wine per year, stores more than 30,000 tons of base wine, and stores more than 5,000 tons of old wine. ”
"Although there is such a large production capacity of sauce wine, rich basic wine and old wine reserves, but for a long time, Yitai is relatively low-key, did not choose to venture forward, on the basis of continuous quality assurance and stable sauce wine production capacity, has achieved many sauce wine brands and industry elite channel providers, these brands in Guizhou, Henan, Shandong and other core markets across the country for many years." To a certain extent, it can be said that The sauce wine is a low-key noble behind many famous wines," Wang Liang said.
Over the years, under the background of the era of great health, Yintai sauce wine has actively practiced the healthy drinking concept of "drink less and drink better", maintained the development concept of the core production area of China's sauce-flavored liquor, learned from Moutai wine, and strived to join hands with more channel leaders to provide more sauce wine products to the market.
The quality of wine is excellent, and it is the "hard core" that can gain a foothold in Shandong!
When talking about the secret of "gradually entering a better state" of Fengtai sauce wine in the Shandong market, Wang Liang always pointed out: "Quality first, it is always the persistence of Yitai; the quality of the wine is excellent, and it is also the hard core that Fengtai sauce wine can gain a foothold in the Shandong market in just a few years!" ”。
At present, the product line of The Shandong market layout of The product line is very rich, of which the single-bottle market performance price is 499 yuan, 699 yuan, 1399 yuan of the 10 years of the sauce wine, 15 years of the sauce wine of the Shandong market, the nobles of the sauce wine of the three large products, the sales accounted for a relatively large proportion. In addition, the single bottle of sauce wine with a market price of 200 yuan and 100 yuan has a large sales in the low-level market and county market in Shandong. A single bottle of Less than 100 yuan of Yutai sauce wine products, the market volume is very small, every year a small batch of Shandong, mainly to meet the county market demand.
Over the years, The Group has selected locally produced red tassel glutinous sorghum, which is rich in 30 kinds of trace elements such as metasilicic acid and strontium that are beneficial to human health, with a thick grain, a reasonable proportion of starch and tannins, strong and resistant to cooking, and a pullulan content of more than 88%. The selection of high-quality wheat as raw materials ensures the production of high-quality sauce wine. After more than 30 processes and more than 180 links, Yitai Liquor Group has always adhered to the traditional brewing process of "12987", that is, the 1-year cycle of base wine production, 2 times feeding, 9 times steaming, 8 times fermentation, 7 times of wine extraction, base wine cellaring and other complicated processes, through the wine master pan hook, blending hook, tasting hook, and strive to make every drop of wine show ingenious and ingenious!
For a long time, around the production and operation, base wine reserves, quality control, market layout, system construction and after-sales service as the main body of the enterprise development strategy, adhere to the quality of life, integrity as the fundamental, is committed to creating the new chinese sauce flavor liquor image that Yintai wine should be, it is precisely because of the quality of The wine of The tai wine adheres to the quality, there are consumers because of the quality and experience of the recognized products and brands, which is the core reason for the rapid growth of the chinese sauce wine in the national market and the rapid advancement in the Shandong market.
Innovative "customized" path, strategic linkage with elite wine merchant groups!
In the past few years of steadily entering the Shandong market, in addition to relying on conventional brand regional agents, brand buyout development, group purchases, etc., since last year, in order to adapt to the needs of more channel elites "low cost, no inventory, fast shipment, stable profitability", and at the same time to unite more elite channel merchants in the group purchase development path can achieve greater sales expansion, Shandong Branch of Yitai Sauce Wine Shandong Branch has carried out the "10 pieces of starting, 24-hour delivery, enterprise and institution customization" business with the Jinan market as a pilot. Each franchise channel provider, just like the layout in the "community agent" in each market, after the inspection of the liquor, will be distributed to the franchisee quantitative tasting sample wine, display wine samples, tasting props, customized packaging and other basic support, franchisees do not have to invest too much money, do not rent warehouses, almost zero delivery, there are orders returned to the Shandong headquarters of The first time to the Shandong headquarters of the sauce wine, the headquarters will give the first time to the element design and wine body customization and other packaging programs, after the customer is determined, the fastest one hour, the longest 24 hours can be shipped.
Less than a year after the launch of this innovative marketing model of Yutai Sauce Wine, dozens of strong franchisees distributed in various commercial centers and communities have been developed in Quancheng Jinan. Under the premise of low-cost investment, each franchisee can provide elite customers with a good sauce wine with high cost performance and excellent quality, and at the same time, the customer return rate continues to rise, and there is a relatively stable, sustainable and recoverable income guarantee.
Mr. Wang Liang pointed out that on the basis of continuing to do a good job in the Pilot of the Jinan market, in view of the above innovative marketing model, it will be promoted to the whole province of Shandong in the fourth quarter of 2021 and 2022, attracting and uniting more channel elites to join the big family of Yintai sauce and wine.
Shouzheng out of the new, empower the cultural platform!
In view of the future development of Yitai sauce wine in the Shandong market, how to keep the new and let the Yitai brand win a larger market and marketing span, Wang Liang always believes that Shouzheng is to adhere to the inheritance of the traditional Chinese liquor brewing history and brewing technology, which is the root and soul; out of the new, it is necessary to use innovative methods, make full use of modern scientific and technological knowledge and science and technology, and integrate innovation.
In the future stage, In the Shandong market, Yitai sauce wine will focus on consumers, brands and quality, reshape the relationship between consumers, brands and quality with new ideas, and actively show the brand confidence, cultural self-confidence and quality confidence of Fengtai sauce wine by working with more and more elite channel merchants in Shandong Province, using diversified means of communication to open up online and offline, and display the history, culture and brand of Yutai sauce wine intuitively and vividly in front of consumers, so that more consumers can understand The sauce wine and like the sauce wine, like the wine, Prefer to consume and drink Taitai sauce wine.