I believe that the liquor circle has a certain understanding of the liquor circle, the word "Mao Wujian" must be no stranger, Mao Wujian refers to Maotai, Wuliangye, Jian Nanchun these three brands of liquor. In the 1990s, after the state opened up the liquor market pricing, Jian Nanchun followed the pricing of Maotai and Wuliangye, surpassing the "Fen boss" Fenjiu and sitting firmly in the top three positions of domestic liquor.
Therefore, during that period, wine friends used "Mao Wujian" to refer to the top three liquor brands in China. This statement lasted for many years, until around 2011, Yanghe successfully "took the position" with the dual strategy of "advertising + channels" for several years, replacing the position of Jian Nanchun.
Later, the position of "Baijiu Old Third" also changed hands several times, in addition to "Mao Wujian", there were also "Mao Wulu" and "Mao Wuyang", but never returned to the hands of Jian Nanchun. When the market environment is more difficult, Jian Nanchun even has a little difficulty in maintaining the position of the top ten, and its position in the jianghu is becoming more and more embarrassing.
And Jian Nanchun is a very low-key wine company, although there is also promotion, but compared with many first-line wine companies, it is much less. Among the "six golden flowers" of Sichuan wine, only Jian Nanchun is not listed, which will reduce the public's attention to it to a certain extent.
The reason why Jian Nanchun in the "Mao Five Swords" fell behind is still very complicated, and the most regrettable point is the natural disaster. An earthquake that year directly destroyed the century-old cellar in Jiannanchun, which has not been repaired so far; the high-quality base wine has also lost 30% or 40%, which is a great loss for the entire liquor industry.
As we all know, "the thousand-year-old cellar is bad for thousands of years, and the good wine has to look at the old cellar pool", a cellar pool in the continuous uninterrupted "work" for decades, or even hundreds of years, the formation of winemaking microbial environment is not replicable, the quality of the wine brewed is more stable, better quality. Once the cellar pond is destroyed, it is difficult to repair at all, and you have to start all over again.
Base wine is also important for a wine company, after the wine body is brewed, if you want to get a better taste, the best way is to store it over time. Once the high-quality base wine stored for many years is lost, there will be no chance of repair, and it can only start over, both of which are devastating blows to Jian Nanchun.
Then the Sword Nanchun who has experienced this dilemma, the product quality is in a slump, and there is no high-quality Sword Nanchun to drink? In fact, it is not, such as the crystal sword, its sales are still in the same gear to this day is a ride, the key is that its quality is the "ceiling" of sub-high-end liquor.
Crystal sword has the characteristics of cold, aromatic, mellow and sweet, although the entrance is a little spicy, but the back will become more and more comfortable, is the king of the cost performance in the high-end aromatic liquor, so its sales have been difficult to have the same grade of wine can be surpassed. In addition to the crystal sword, the silver sword South A3 and a9 products in the Jian Nanchun entry series, the treasured sword Nanchun in the sub-high-end series of wine, and the oriental red in the high-end wine are all very good.
In the eyes of many wine lovers, Jian Nanchun is still a liquor company that really does a good job in liquor, and even if it suffers losses, it has not engaged in large-scale OEM liquor to recover revenues. This is very rare, how do you see Jian Nanchun?