Zhu Wei, the "wine industry net red" who brought Guizhou alcohol to the spotlight of the industry, recently exploded "amazing" remarks.
According to relevant sources, at the recent internal meeting held by Guizhou Alcohol, Zhu Wei, chairman and general manager of the company, once again launched the initiative of learning Moutai for the management, and believed that learning Moutai would become the key to Guizhou Alcohol's latecomer catch-up. Zhu Wei even asserted at the meeting: "Guizhou alcohol learning Moutai will become a major event in the liquor industry in the next ten years." ”
Looking at Zhu Wei's personal social account on today's headlines, "Xue Maotai" appears repeatedly. On December 8, 2020, Zhu Wei responded to the outside world's concerns about the development of alcohol in Guizhou on today's headlines, saying, "In a simple summary, our development model and concept are actually one sentence: comprehensive learning Of Maotai." ”
Today, Zhu Wei associates Guizhou Alcohol Science Moutai with the development of the industry in the next ten years, what are the considerations behind it?
Learning Moutai has become the consensus of many enterprises
In fact, in recent years, many enterprises in the industry are learning from Moutai's advanced experience.
"Learn from Moutai and do a good job in Guotai", Guotai Liquor Industry regards this sentence as an important guideline for the development of enterprises.
Wang Junlin, chairman of Langjiu Co., Ltd., once said that it is necessary to maintain the leadership of Moutai and do the brand of the excellent production area. "Moutai is the big brother in the sauce and liquor industry, a role model and a benchmark."
"In recent years, as one of the subdivisions of liquor, sauce liquor has grown 2-3 times faster than the average growth rate of the liquor industry." Previously, a research report by Zhongtai Securities judged that the scale of the sauce wine market will rise to 200 billion yuan in the future. Under the hot sauce wine, the leading position of Moutai has gradually become the consensus of the industry. The mainstream view is that it is under the leadership of Moutai and the cohesion of a number of sauce and wine enterprises that the "sauce wine fever" is finally formed, and the "sauce wine fever" in turn, through consumer cultivation, market atmosphere creation, market order and other aspects, further support Moutai fever continues to deepen.
On April 16, the "2021 Guizhou Liquor Enterprise Development Roundtable" was held in Xishui, Guizhou, and the representatives of the liquor enterprises attending the meeting, after heated discussion and consensus, issued the "Xishui Declaration", which clearly mentioned that the high recognition of the leadership of Moutai Group is an important feature and necessary condition for Guizhou to build a "world sauce liquor industry agglomeration area".
Some commentators believe that the "learning Moutai" proposed by Guizhou Alcohol is, to a certain extent, the consensus of many enterprises is strategic and concrete.
Guizhou alcohol's "Mao as a teacher"
At the main forum of the Spring Wine Exhibition on March 4, 2021, Zhu Wei put forward eight major views on the creation of wealth in the liquor industry, and "learning Moutai" is one of the core views.
Zhu Wei believes that Moutai has a forward-looking vision and market advantages in the cultivation of high-end opinion leaders, the development of group purchase resources, the output of brand stories, and the planned quota management, and many of Moutai's practices have been tested by the market, and in the future, if liquor companies, especially sauce liquor companies, want to achieve rapid development, learning from Moutai's advanced experience is the only way.
Zhu Wei proposed that Guizhou Alcohol Science Moutai fit the current cognition in a certain sense, and at the same time made his own gesture.
"When laying out the field of sauce wine, we also had doubts, do we want to create a taste like 'Maoxiang'? After much internal discussion, we gave up the idea and decided to keep ourselves in character. Zhu Wei said in an interview, "The taste is close to Maotai, although it can reduce the resistance to the listing of new products in the short term, but in the long run, it will lose its own brand characteristics, and the brand characteristics may be more critical in the future competition in the sauce wine market." ”
It can be seen that Guizhou alcohol is "learning" rather than "emulating" Moutai, which is also the essence of Guizhou alcohol's "taking Mao as a teacher".
Previously, some insiders summarized the "Moutai-like" operation method of Guizhou alcohol.
At the level of brand story output, Guizhou Alcohol has increased its communication efforts like Moutai. Since Zhu Wei took the helm in 2020, the story of Guizhou alcohol's "North Mao Nan Alcohol" has gone unnoticed, and the history of "two guizhou top ten famous wines" has been stirred up again, which does not include the recently discussed "ten years of 200 billion market value", "real year breaking vintage wine market chaos", "zero addition of aged grain wine" and so on.
At the level of channel operation, Guizhou Alcohol draws on Moutai's emphasis on opinion leaders and group buying resources. Since at least april last year, Guizhou Alcohol has clearly made "group buying" the focus of channel work, and paid attention to cultivating "market consultants" in each region.
In terms of price control, Guizhou Alcohol has raised the "control plate profit sharing" model used by Moutai for many years to the height of enterprise development strategy, and with the help of planned quota management, it has curbed the source of market channeling and price disorder, and finally ensured the firmness of product prices.
The above-mentioned people commented that the learning of Guizhou Alcohol to Moutai is not a simple blind obedience of products, nor is it "rubbing traffic" by hyping up historical sources, but learning the management methods of enterprises at the brand, market, channel and other levels, and learning ideas, which is also one of the most distinctive places in Guizhou Alcohol Moutai.
Guizhou Alcohol Science Moutai is the industry event in the next ten years?
Earlier, Zhu Wei said to the outside world on today's headlines, "As long as Moutai is the leading big brother without problems, there will be a number of 100 billion market value liquor companies in Guizhou production area, which is certain, as one of the two consecutive 'Guizhou Top Ten Famous Wines', our 200 billion market value is still high?" ”
Zhu Wei's statement reflects the development ambition of Guizhou Alcohol, and also implies the move of learning Moutai behind it, which will become the underlying logic of "industry events in the next ten years".
At the "2021 Sauce Wine Five-Person Group Trend Conference" held by Chengdu Spring Sugar on April 4, Zhu Wei shared eight views on the future development of the sauce wine industry, which specifically mentioned that from a regional perspective, the Guizhou Sauce And Wine Army has a unique advantage, which also determines the collective rise of the current sauce wine boom, Guizhou production area will rise collectively; from a macro level, although high-end brands have basically delineated the pattern, but due to the sudden rise of the sauce wine fever category, the uncertainty of industry integration has greatly increased. The liquor industry will undergo a ten-year reshuffle in the future.
What role will Guizhou alcohol play in proposing the "ten-year 200 billion market value" development plan and determined to participate in the future integration of the industry?
Guizhou alcohol was once known as the "boss of Qianjiu" and "the king of expensive wine", and the winemaking capacity exceeded 10,000 tons in 1993 (Moutai reached a production capacity of 10,000 tons in 2003). After Jiangsu Variety Group became the master, today's Guizhou alcohol has made waves in the market with the core concept of "real year".
In 2020, Guizhou alcohol achieved 235 new products, and sales increased by 206%. At this year's sugar and wine conference, Guizhou Alcohol was selected as the seventh and ninth of the top 100 sauce wines jointly selected by industry associations and media. Since the beginning of the year, the number of new investments in this enterprise has exceeded 100. In time, the future development space of Guizhou alcohol may be far beyond the imagination of the industry.
Quan Tu, a senior sauce wine expert, once put forward the view of finding the "ten golden flowers" of sauce wine, which he believes is the biggest development path of sauce wine. "The huge sauce wine industry will move towards head, branding and centralization, and more than a dozen head companies will occupy 80% of the market share." And the giant enterprises with large bets, such as Guizhou alcohol and Jinjiu, are also seed players who have become head sauce liquor companies. ”
Some insiders said that the next decade will be a decade of great changes in China's liquor industry, and it will also be a decade of re-delineation of the industry's brand sequence. In this process, with the continuous expansion of the sauce wine category brought about by the "sauce wine fever", the industry boss of Moutai may be more stable, at the same time, if guizhou alcohol with Mao as a teacher can successfully break through the game and reach the top, it will also become a big event to rewrite the history of the industry!
Edited by Xue Chen Proofreader Chen Diyan
Images courtesy of the enterprise