2021 is a very unusual year and a year of more hope. Under the background of the normalization of the epidemic and the recovery of the Chinese market, the development of domestic wine has ushered in an important period of opportunity.
As a leading enterprise in the industry, Great Wall Wine has also firmly grasped this period of opportunity, from quality improvement, brand building, to manufacturer relationship construction, one-by-one deployment arrangements, and achieved rapid development. It is worth mentioning that on October 21st, the 22nd Hebei Qinhuangdao (Changli) Wine Festival and the opening ceremony of the Great Wall Huaxia Winery Tourism Experience Center were grandly opened at the Great Wall Huaxia Winery, injecting new impetus into the development of Great Wall wine.
<h1 class="pgc-h-arrow-right" data-track="8" > brand-led, quality-oriented</h1>
Good quality, visible. Since the beginning of this year, Great Wall Wine has adhered to brand leadership and quality-oriented, and has always taken brand building and quality improvement as the focus of work.
Since spring sugar proposed the "Great Wall only produces good wine" strategy this year, all the work of Great Wall Wine in production and branding has been centered on creating a "good wine project". The listing of innovative large items Great Wall Jiu, the brand image of Great Wall Sanggan has been renewed, and the series of activities of "Great Wall Good Wine China Tour" have landed in many key cities across the country... The quality of good wine and consumer communication are placed in the first place by the Great Wall.
Not only that, 2021 is also the first year of innovation of the Great Wall. For brand marketing and product creation, the Great Wall renewal project has been fully rolled out. In terms of brand innovation, in 2021, Great Wall Wine was selected into CCTV's "Brand Power Project· TOP brand", will rely on the multi-channel high-quality resources of the brand communication program, to tell the Great Wall brand story. At the same time, it also deeply integrates new platforms such as Douyin to conclude a sense of truth with consumers.
In addition to improving its own product quality and competitive strength, Great Wall has always spared no effort in helping the development of the industry and strengthening communication. Since 2019, Great Wall Wine has exchanged and discussed with Zhangyu, Weilong and other business leaders many times, and trusted and cooperated with the China Wine Industry Association, not only continuously expanding and innovating at the brand, market and channel levels, providing suggestions and suggestions for the development of the entire industry, but also providing more possibilities and imagination space for Chinese wine to go to the world stage.
<h1 class="pgc-h-arrow-right" data-track="80" > strengthen consumer communication, and the Great Wall Huaxia Winery Tourism Experience Center was opened</h1>
Strengthening the way of communication with consumers is one of the important brand strategies of Great Wall Wine this year. The opening of the Great Wall Huaxia Winery Tourism Experience Center marks the strong efforts of Great Wall Huaxia to experience marketing, and more consumers will feel the beauty of Chinese wine at Huaxia Winery.
Cheng Jun, deputy secretary of the party committee and deputy general manager (presiding over the work) of COFCO Great Wall Wine, said that the great wall Huaxia Winery Tourism Experience Center was opened, and consumers can feel the rich cultural heritage of Chinese wine in the taste of Great Wall Chinese wine, and then have a more in-depth understanding of the brand spirit and cultural connotation of Great Wall wine and Chinese brand. Huaxia brand and Huaxia winery will achieve the leading role of Changli wine industry in the mode of "quality leading + cultural experience", and effectively promote the dissemination of Chinese wine culture.
At the opening ceremony, Luo Fei, secretary of the party branch of COFCO Huaxia Great Wall Wine Co., Ltd., delivered a keynote report, explaining in detail the operation ideas of the Great Wall Huaxia Tourism Experience Center:
Huaxia Winery has accurately positioned the customer group: 30-55 years old, middle class, career success, busy pursuit of tranquility, life experience in the pursuit of feelings, work attitude, life has fun, there is a sense of ceremony, taste. According to consumer portraits, Huaxia Winery will highlight the national sense of the "Huaxia" brand, the cultural symbol of the "Great Wall" brand, and create the artistic attributes of the winery and the heritage of traditional culture.
In terms of consumption scenarios, Huaxia Winery divides six major consumption scenarios. The winery will provide a full range of services such as tourism and vacation, food and wine, wedding services, leisure and entertainment, conference training, winery products and so on.
On the product side, the winery's products cover a variety of standard wine samples, professional institutions' wines, scarce products, customized wines, consumer personalized bartending and other products. High-end limited edition products, winery genuine and sub-brand wines, winemaker personalized products, winery tour souvenirs, employee group purchase products will meet the diversified needs of consumers in an all-round way.
It is not difficult to see that Great Wall Huaxia strives to create a panoramic, one-stop "free winery tour" in china's wine industry, so that more consumers can "swim in the winery, enjoy the winery, eat in the winery, and buy in the winery". Through the immersive winery experience + diversified consumer interaction, such as self-brewing and self-mixing, every consumer who comes to Huaxia Winery can have a longer time to immerse themselves in the experience process, so as to deeply and comprehensively display the style of Huaxia Winery and stimulate the automatic transmission of consumers.
Yue Hongjiang, Deputy Secretary of Changli County, Wu Xuejun, Member of the Standing Committee of Changli County CPC Committee and Director of the Office, Zhou Peng, Assistant General Manager of COFCO Wine, Liu Xin, Deputy General Manager of COFCO Wine Brand Management Department, Cheng Jun, Deputy Secretary of the Party Committee and Deputy General Manager of COFCO Great Wall Wine Industry (presiding over the work), Sheng Guohong, Deputy General Manager of COFCO Great Wall Wine, and Han Chaowu, Deputy General Manager of COFCO Great Wall Wine, jointly unveiled the Tourism Experience Center of Huaxia Winery
<h1 class="pgc-h-arrow-right" data-track="81" > hugging group to start the appellation brand, Hebei Qinhuangdao (Changli) Wine Festival opened</h1>
As a representative enterprise of Changli, COFCO Huaxia Great Wall has made outstanding contributions to the development of Changli production area in the past 33 years. The 22nd Hebei Qinhuangdao (Changli) Wine Festival was held in Huaxia Winery, which is also an affirmation of the industry leadership and exemplary role played by the local government and industry associations in Huaxia Winery over the years.
A cup of Great Wall Chinese wine, carrying cultural charm between inches, benefits from the unique terroir of the Jieshishan appellation of Qinhuangdao, where the Great Wall Huaxia is located. As a place of "Wei Wu waving the whip" in Chinese history, Jieshishan has a wide range of resources such as mountains, seas, rivers, lakes, beaches, springs and so on, and has been a "wine town" since ancient times. Great Wall Chinese wine is not only born with three points of pride, but also hides the inheritance spirit of "abiding by quality and inheriting the past".
Zong Zhenhua, secretary of the Changli County CPC Committee, said that with the strong support and special care of provincial and municipal leaders at all levels, Changli County has always regarded wine as a leading industry and a characteristic industry; as an important starting point for promoting high-quality development and improving the quality of the city. In accordance with the idea of creating a number of famous products, famous wines, famous enterprises, famous estates and famous teachers, we will continue to promote the development of manors, fine products and high-end.
Wine industry is the traditional characteristics of Hebei Province, with a certain industrial base and market visibility, in order to support the development of the wine industry, the People's Government of Hebei Province issued the "Implementation Opinions on Doing Better and Stronger Wine Industry in Hebei Province". Under the guidance of the Provincial Department of Industry and Information Technology, the Changli County Wine Characteristic Industrial Cluster was identified as one of the hundred characteristic industrial clusters at the provincial level. Song Xiangdang, deputy director of the Department of Industry and Information Technology of Hebei Province and member of the party group, expressed the hope that wine enterprises will explore together, continue to develop in grape planting and rural revitalization, and have new breakthroughs in Changli, Zhangjiakou, Huailai and other places. The Department of Industry and Information Technology of Hebei Province resolutely supports the development and growth of enterprises, and continues to give financial and project support in supporting enterprise innovation, scientific research, and technology platform development, especially in technological transformation and enterprise scale.
Wang Qi, chairman of the China Wine Industry Association, said at the opening ceremony of this year's wine festival that the Jieshishan appellation of Qinhuangdao, where the Great Wall Huaxia is located, is the "highland" of the development of China's wine industry. In 1983, China's first bottle of dry red wine was born in Changli. AS a professional dry red wine export enterprise in China, COFCO Huaxia Great Wall has gone through a 33-year history in Changli, laying a solid foundation for the development of the wine industry in Jieshishan region.
At the opening ceremony, the "Changli China Wine Industry Index" report led by the Changli County Party Committee and the county government was officially released, which became a banner for the regional brand of the wine industry; the project of "Hebei Normal University of Science and Technology Wine Modern Industry College" was launched, and the development of the production area was strongly supported by scientific research institutions; the Changli County Grape Valley Project with a total investment of 10 billion yuan was officially signed, constantly exploring the theme cultural tour of grape town, and creating a "slow life under the grape rack"...
In addition, Huo Xingsan, Secretary-General of the Wine Branch of the China Wine Industry Association, awarded jieshishan wine region "China Marselan Wine Quality Appellation Award" at the opening ceremony. In recent years, Marselan grape varieties in China's various production areas have shown a wide range of suitability and excellent winemaking characteristics, Jieshishan appellation as an important production area of Marselan planting, since the introduction of Marselan varieties, actively carried out cultivation and promotion, Marselan varieties performed excellently.
In recent years, the integration of resources and the development of clusters in production areas led by local governments have gradually become a trend. For a small winery in the production area, the difficulty of building a brand can be imagined. However, if countless small and medium-sized wineries in the appellation are united, they can form a synergy to jointly build the brand of the appellation, which in turn will benefit the winery itself.
Under the background of structural adjustment and serious fragmentation of the wine industry, this model of government leadership, industry association assistance, and regional wine enterprises working together has become a "good recipe" for "breaking the situation" as soon as possible. Only in this way can it be possible to create a system and a well-established development model of the appellation, which is conducive to the long-term and healthy development of the wine industry.
The importance of "cultural creation" to the development of the appellation is also self-evident, as a leading wine company in the appellation, Great Wall Wine is also at the forefront of the appellation in terms of cultural expression.
At this event, Great Wall Wine and Great Wall Research Institute also formally reached a strategic cooperation agreement. Zhao Chen, dean of the Great Wall Research Institute and professor of Northeastern University, said that the Great Wall culture has built the backbone of Chinese civilization, and the Great Wall Research Institute and the Great Wall Wine will jointly write a new chapter in the Great Wall culture.
It was the best of times. The Chinese spirit of the Great Wall is in line with the boldness, pattern and style displayed by China in the forest of the world. In the future, I believe that more consumers will walk into Huaxia Winery and feel the beauty of the integration of Chinese civilization and wine; they can also understand how the Great Wall Huaxia is constantly developing in the new era, integrating the profound accumulation of history with the innovative spirit of the times, and becoming a true portrayal of the strong vitality of Chinese wine.