"Although the wine is good, don't be greedy." I believe that many people have heard this slogan. Jinjiu is a liquor with special health care effects produced in Hubei. It does not appear on the regular wine table like Maotai, Wuliangye, and Fenjiu, but generally at home at night, men savor it, like a treasure...
Jinjiu is a very special kind of wine, it is different from the liquor, beer and rice wine we drink, it is a dew wine made with Chinese herbs. Dew wine, according to the "Industry Standards of the People's Republic of China" on the definition of dew wine: dew wine is distilled wine, fragrant fenjiu or edible alcohol as the basis of the wine, with medicinal and food dual-purpose animal and plant essences, processed according to advanced technology, changed its original wine-based style of beverage wine. Simply put, it is a sparkling wine with medicinal value.
Jinjiu has a very scenic past. According to some data, Jinjiu once set a record of annual sales of 700 million bottles, laying a foundation for the special wine industry, which can be called "the giant of the health wine industry", and it can also be regarded as a brick to open the domestic market for Hubei wine. As early as 1987, Jinjiu has begun to advertise on CCTV; in 1993, Jiang Kun was asked to advertise for "China Jinjiu" and put on advertising on CCTV, and the slogan of "Jinjiu is good, don't be greedy" appeared on the TV screen for the first time, and it is this sentence that makes many people remember Jinjiu.
Relevant data show that as early as 2017, the turnover of Jinpai Company exceeded 10.4 billion yuan; in 2018, the turnover was around 10.2 billion; and in 2019, the turnover was about 10.7 billion. Although the company did not disclose specific sales information in 2020, it should be possible to see from the plan report of Jinpai Company that the turnover is still above 10 billion.
It can be said that jinjiu is the pride of Hubei men, it has helped countless men solve the unspeakable secret, and the price is not high, less than ten small bottles, very close to the price of the people, so it has entered the homes of ordinary people. However, nowadays, many people find that jinjiu seems to be no longer hot and cannot be sold?
In fact, the reason is understandable. First of all, the sales of Jinjiu are largely due to the CCTV advertising of that year, and now that the media platforms are so developed, the advertising effect has weakened, and the intensity of Jinjiu in advertising and marketing is not as good as before.
Second, the competition is fierce. In the past, there were not many such wines, and the Jinjiu family was excusable. Nowadays, there are more and more health wine brands, and the "cake" of jinjiu has also been divided into many. Fenjiu's Zhuyeqing, Hainan Coconut Island, Zhangyu Three Whip Wine, Guling Shenjiu, Ningxia Hong, Zhizhonghe, Baijiu of Moutai Group, Golden Wine of Wuliangye Group... More and more opponents. In addition, Jinpai Company, the company to which Jinjiu belongs, is also launching more products, such as Maopu Buckwheat Wine, and less energy is put on Jinjiu.
Therefore, the national liquor that once sold 700 million bottles a year now seems to be "unable to sell", which is also normal. Have you ever drunk a strong drink?