Millennium rice wine, how to rejuvenate?
Lidong, for every rice wine person and every rice wine company, is the most important day of the year. Adhering to the winter brewing customs for thousands of years, on this day, after the winemakers have worshipped Di Di, they began to soak rice, steam rice, drop the cylinder, open the rake fermentation...
On November 7th, the 2021 China International Rice Wine Industry Expo and the 27th Shaoxing Yellow Wine Festival hosted by the China Liquor Industry Association and the Shaoxing Municipal People's Government kicked off in Shaoxing.
With the theme of "China's Rice Wine Capital Rejuvenates the New Life of the Industry", this expo will show the rich Chinese rice wine culture to guests from all over the world, let people feel the wine aroma and elegance of Shaoxing city and the vitality and vitality of rice wine culture throughout the country, show the beauty of Chinese rice wine, and actively broaden the road to the rejuvenation of China's rice wine industry.
Rice wine is the world's oldest grain brewing wine, originated in China, and only China has it, the most representative of which is Shaoxing rice wine. The Rice Wine Industry Expo provides the best place for consumers to feel the charm of the ancient rice wine era, and also provides the best platform for wine companies and wine merchants to deeply understand the development opportunities of rice wine and seek cooperation business opportunities.
It is understood that the China International Rice Wine Industry Expo is the only single-grade international exhibition approved by the Ministry of Commerce. This year, the biggest feature of the Shaoxing Rice Wine Festival is "upgrading", the expo is divided into six exhibition areas, with seven exhibition areas, including the national rice wine characteristic production area exhibition area, the Shaoxing yellow wine landmark enterprise exhibition area, the rice wine technology achievements exhibition area, the Japanese sake exhibition area, the Shaoxing characteristic "Gujiu matching" exhibition area, the rice wine industry chain enterprise exhibition area and the yellow wine e-commerce zone.
"Today's expo has been upgraded to an international rice wine expo, which means recognition and expectations from industry to market, from policy to consumption, from domestic to international. It also marks that in the new market environment of consumption upgrading and the rise of domestic products, the cultural advantages, process advantages and quality advantages of the rice wine industry are being further highlighted! Song Shuyu, chairman of the China Liquor Industry Association, also said.
Among the many participating rice wine enterprises, Shaoxing Yellow Wine Group can be described as the most eye-catching enterprise on the spot. It is understood that Shaoxing Yellow Wine Group brought its five major brands such as Guyue Longshan, Daughter Hong, Zhuangyuan Hong, Shen Yonghe and Jian Hu to gather at this expo and debuted with a strong lineup.
Guyue Longshan brought three high-end series of products such as "National Brewing 1959", "Good Wine Is Not on top" and "Qinghua Drunk", and conducted a bartending performance on the spot, attracting many people to watch and taste; daughter Hong came to the exhibition with six strategic new products such as "Osmanthus Forest Collection" and "Entering the Boundary", and through the company's original "Blooming Exhibition Hall - Gui Fen", promoted products and culture in the form of a combination of band singing and famous performances; Jianhu Company brought Jianhu WineRy Shaoxing Wine Series Products, Jianhu WineRy Small Liquor, Handmade Winter Brewing and other products to appear, which was favored by consumers ;Zhuangyuanhong debuted at the Huangjiu Festival with a number of new products such as Zhuangyuan Supreme, Zhuangyuan and Di, Atmosphere Fragrant Snow Yellow Wine and d-town Sparkling Wine, and the Zhuangyuan Red Doll Machine became the Net Red Punching Point of the Huangjiu Festival; Shen Yonghe appeared at the Huangjiu Expo with its two high-end cooking wine "Kitchen Immortals" series and "Youxianzhi" series, and will soon officially meet with consumers.
In addition, CCTV weather forecast host Song Yingjie also interpreted the "24 Solar Terms Discovery Journey - Rice Wine Brewing and Lidong Festival" in the form of a video. The event site also used an imagery and chic performance to reproduce the custom of opening wine in winter, once again retracing the culture and history of rice wine, and presenting the unique and wonderful yellow wine.
As a leading enterprise of rice wine, Guyue Longshan is not only the most eye-catching enterprise in the whole field, but also admired the participants for its continuous pursuit of high quality.
At the opening ceremony, the national technical expert award ceremony was also held as scheduled, and Shaoxing Yellow Wine Group once again became the focus of the audience - Zhou Jiandi, Hu Xiaohua and Jin Yiming from Zhejiang Guyue Longshan Shaoxing Wine Co., Ltd. won the top three places in the 2019 China Skills Competition - National Yellow Wine Tasting Vocational Skills Competition. As the guest of honor, Song Shuyu presented the "National Technical Expert" medal and honorary certificate to the three of them, and put on a ribbon.
Taking the competition as the carrier, the National Yellow Wine Tasting Vocational Skills Competition is intended to promote the continuous learning of practitioners, improve themselves, and inherit the spirit of craftsmen. Winning the top three of the competition in one fell swoop is the embodiment of Guyue Longshan's hard work in practicing internal skills and strengthening the construction of high-skilled talents. All along, Guyue Longshan has actively promoted talent engineering, innovated the talent attraction model and employee training mode, and emerged a large number of skilled and excellent job experts to jointly improve the product quality and brand influence of Guyue Longshan.
For the inheritance of the spirit of craftsmanship, Guyue Longshan also started from the original grain of winemaking, and brewed high-quality rice wine with high-quality raw grain.
"Wheat qu is the bone of wine, glutinous rice is the meat of wine", the best quality glutinous rice can make the most mellow rice wine. At the opening ceremony, China Shaoxing Huangjiu Group Co., Ltd. also held a signing ceremony with Minshi Holdings Co., Ltd. for the 10,000 mu glutinous rice base to ensure the supply of high-quality raw grain and ensure product quality.
It is understood that Guyue Longshan took the lead in establishing a pollution-free grain raw material base in the national rice wine industry. At the beginning of the 21st century, Guyue Longshan first established a pollution-free grain raw material base for foreign trade export in Chenhe, Yingcheng, Hubei Province, and then successively established pollution-free grain raw material planting bases in Jiangsu, Anhui, Henan and Hubei.
Be an honest person, brew conscience wine, and make good wine with the original intention of Guyue Longshan.
Despite a thousand years of reputation, the overall share of rice wine is still relatively small in the entire wine industry. As a leader in the rice wine industry, Guyue Longshan shoulders the burden of rice wine revitalization.
How is Millennium Rice Wine revived? In the view of Sun Aibao, secretary of the party committee and chairman of China Shaoxing Huangjiu Group, high-end, youthful, globalization and digitalization may be the only way for future development.
Judging from the big data analysis of the sales of rice wine on the Jingdong platform in recent years, the proportion of rice wine sales below 100 yuan is not very high, and the sales of medium and high-end rice wine priced at 200-500 yuan have increased by 200% year-on-year, and the sales growth rate of rice wine with a price of more than 500 yuan has reached 500%. This shows that high-end rice wine is becoming more and more popular with consumers, and the product structure of "going high" is the key to the development of the rice wine industry.
In terms of high-end, Guyue Longshan focuses on the market development of three high-end series products of national brewing 1959, good wine is not on the top, and blue and white drunkenness, improving the quality and appearance of rice wine, and returning the value of rice wine. Since the beginning of this year, Guyue Longshan "good wine is not on top" Shaoxing wine (silver and green version), daughter red old wine Zhenghong won the title of 2020 "Green DrinkIng Award" new wine issued by the China Liquor Industry Association, showing its brand potential.
In terms of rejuvenation, Guyue Longshan actively embraces young consumers with the image of "national tide", which can not only keep the classic, but also become an Internet celebrity. Specifically, a variety of online and offline tasting halls will be opened to strengthen interaction with young people; product packaging design will be updated to enhance product appearance and attract the attention of young people; and products such as "ice drink yellow wine", "yellow wine ice cream", "yellow wine mask" and "yellow wine cocktail" will be designed and developed to change the consumption mode of rice wine.
At the same time, Guyue Longshan also attracts young audiences and helps build a "young impression" through online live sales forms such as Douyin. According to statistics, Guyue Longshan has achieved sales of more than 4 million yuan since the launch of Douyin live broadcast on June 3 this year.
As the world's three major ancient wines, beer and wine have swept the world, compared with it, the share and influence of rice wine in overseas markets are still relatively limited, and accelerating the exploration of the road of global development has become the development trend of the rice wine industry.
In recent years, Guyue Longshan has been committed to moving from the Yangtze River Delta to the whole country and from China to the world. While building its own channels, we will expand the market with the help of external forces, and go hand in hand online and offline. On June 29, Guyue Longshan officially became the official supplier of the Hangzhou 2022 Asian Games and asian paralympic games, and previously sponsored the Dubai World Expo, becoming the designated wine for the Chinese banquet of the Dubai China Pavilion, showing the charm of Chinese rice wine to the world.
It is understood that Guyue Longshan has long been favored by French and German consumers, and the three high-end wine series of Guyue Longshan have entered the European market, and the globalization route has made substantial progress.
In terms of digitalization, Guyue Longshan took the opportunity of the construction of the Huangjiu Industrial Park project to solidly promote the company's digital reform in accordance with the idea of "one center, five platforms" construction, and realize the traditional industry to move towards intelligent manufacturing and digital factory. Seize the opportunity of digital application. For example, through intelligent brewing and digital wine design, the substances that are easy to "get on the head" in the wine body are controlled to improve the comfort of the wine body.
Nowadays, high-end, youthful, globalization and digitalization have become the new business cards of Guyue Longshan, and under the industry call of "rice wine revitalization", Guyue Longshan, as the leader of the yellow wine industry, is stepping forward to open up a new path for the revival of rice wine.