This afternoon, Hengshui Laobaigan, jointly sponsored by Hengshui Laobaigan and Huatang Cloud Merchants, "One Tree, Three Fragrances, Beauty and Sharing"· China Wine Industry Innovation and Development Conference was successfully held in Shenzhen, the capital of innovation.
"In 2023, the development of the liquor industry has encountered some twists and turns. It is very timely to discuss innovation at this time. Hengshui Laobaigan attaches importance to innovation, is good at innovation, and has made many achievements. It is very appropriate to host such an event." Chinese liquor industry Wang Yancai, Honorary Chairman of the Association Highly affirmed the Important value.
In this event, the five brands of Hengshui Laobaigan, Wuling, Bancheng, Wenwang and Confucius family participated in the conference, and "five golden flowers" were blooming. come from People's Daily Online, Xinhuanet, Phoenix News, Tencent News, Shenzhen Business Daily, Zhihu, Jiushuo and other media attended the meeting.
In the first half of the year, Hengshui Laobaigan achieved double-digit growth in revenue and net profit deduction. Hebei Hengshui Laobaigan Brewing (Group) Co., Ltd General Manager, Party Committee of Hebei Hengshui Laobaigan Liquor Co., Ltd Secretary Wang Zhangang He stressed that this achievement was hard won, but he still reiterated the long-term principle, "we should maintain strategic concentration and focus on the longer future, otherwise we will face risks."
Longevity requires patience Loneliness, more need Hengshui Laobaigan and his "five golden flowers" of innovation.
Resist uncertainty with innovation
In 2023, the liquor industry will enter a new round of adjustment period, and the liquor industry will be further rational Sexual growth trend. In the new market situation where many uncertain factors are superimposed, innovation and win-win techniques have become the sure way for Hengshui Laobaigan to resist market uncertainty.
Hebei Hengshui Laobaigan Brewing (Group) Co., Ltd General Manager, Party Committee of Hebei Hengshui Laobaigan Liquor Co., Ltd Secretary Wang Zhangang
stay Wang Zhangang It seems that the wine industry is showing five new features.
First, the liquor industry is transforming from revenue growth to profit growth;
Second, the head enterprises grew faster and the market concentration increased;
Third, the channel of leading enterprises is moving downward, and regional liquor enterprises are facing great competitive pressure;
Fourth, Maotai flavor liquor has shifted from category competition to brand competition, and the market has concentrated on brands;
Fifth, the essence of "fragrance fever" is brand fever.
Facing the new market situation, Wang Zhangang asked the five enterprises of the Group to keep innovating in four aspects. First, technological innovation. The key to innovation is to transform professional technical indicators into consumer language; Second, marketing innovation, focusing on digital marketing; The third is mechanism innovation, creating a marketing system integrating factories, businesses, stores, enterprises and communities, "tying everyone together to start a business together, rather than a simple business relationship"; Fourth, management innovation. Wang Zhangang emphasized that "channel profits are not designed, but managed".
As for the market problems that dealers pay close attention to, Wang Zhangang said that in order to reduce the pressure on dealers' inventory, the headquarters took the initiative to adjust stores' inventory this year to ensure the stability of market prices and the interests of dealers. In order to achieve a win-win situation for manufacturers, Hengshui Laobaigan also took the initiative to innovate in the mechanism and tried the partnership system for the Class A 20 series; For Class A 15 series, the shareholding mode is adopted; Cooperation with high-end alliance stores Transaction is related to the transformation of shareholder relationship. Under the grand blueprint of facing the future and development, Hengshui Laobaigan has always taken promoting dealers to become bigger and stronger as the direction of continuous struggle, from manufacturers' co creation to manufacturers' co construction to manufacturers' win-win, to provide more opportunities and create greater value for dealers.
From category to innovation, what did Hengshui Laobaigan see?
During this spring's sugar and wine meeting, Hengshui Laobaigan and Huatang Cloud Merchants held a joint meeting in Chengdu“ China Liquor Industry Category Development Conference ", from the perspective of category, to explore the growth of liquor brands; Today in Shenzhen, the two enterprises jointly held the“ China Wine Industry Innovation and Development Conference ". Behind different locations, the same popularity and the hot activity, Hengshui Laobaigan clearly predicted the hot spots in the industry.
As the first driving force leading the high-quality development of the wine industry, innovation has become an urgent key action of the wine industry. sugar Founder of Tobacco and Wine Weekly Huatang Cloud Commerce general manager Du Jianming The essence of category innovation is quality, and enterprises must find their own category differentiation and quality advantages to form a leading position in this category; The essence of brand innovation is culture, which needs to innovate cultural expression and create a communication system, so as to have emotional resonance with consumers; The essence of product innovation is mode, that is, starting from consumer group cognitive thinking, to realize the innovation of channel mode. He believes that Hengshui Laobaigan Group has deep research and practice in these three major innovations.
The underlying logic of the industry's need for innovation is change, including market changes and consumption changes. Only by responding to changes with innovation can we follow the trend and adapt to the new market situation. The leading enterprises, including Hengshui Laobaigan, have seen these changes, and only when they respond to the new cycle with an innovative attitude, can they have the ability to face the new future.
The speakers are: Chinese liquor industry Wang Yancai, honorary chairman of the Association, Yuan Yue, president of Horizon, Song Xuebao, associate professor of School of Economics and Management of Tsinghua University, and vice president of Hebei Hengshui Laobaigan Liquor Co., Ltd General Manager and Marketing Company He Yanzhao, General Manager, Party Branch of Hunan Wuling Wine Co., Ltd Secretary General Manager Zhang Yichao
For market changes, Yuan Yue, Chairman of Horizon It is believed that, China's liquor industry has transformed from quantitative expansion to quality growth, with serious differentiation of liquor enterprises and obvious Matthew effect. The stronger the stronger, the weaker the elimination, and innovation has become the basic viability of enterprises.
For consumption changes, Song Xuebao, Associate Professor, School of Economics and Management, Tsinghua University It said that the root of high-quality development is high-quality life and high-quality consumption. Wine enterprises follow the high-quality development logic and take the road of innovation to have a new future.
Through the new cycle of liquor making, innovation in the eyes of "the most handsome men's group"
At this "Innovation and Development Conference", many guests reached a consensus that innovation is the main principle to go through the new cycle of liquor making. Innovation for growth is the eternal path of the past, present and future of the five brands of Hengshui Laobaigan. At the event, the "Most Handsome Men's Group", which is composed of the heads of the five brands of Hengshui Laobaigan Group, talked about their understanding of innovation.
Deputy of Hebei Hengshui Laobaigan Liquor Co., Ltd Concurrently operated by the general manager Sales company General Manager He Yanzhao He said that under the current situation of the liquor industry, Hengshui Laobaigan realized marketing innovation through the upgrading of five major jobs. First, in terms of manufacturer cooperation, based on the original manufacturer cooperation Payment collection is the priority, but it makes the dealer better Sexual development; Second, focus on the secondary high-end products at the product level, and realize the growth of secondary high-end products by focusing on organizations, channels and markets; Third, at the channel level, through partnership system, shareholding system and other models, excellent businesses and stores are integrated to realize the deep binding of interests. Fourth, at the category level, stick to the advantages of the old and white cadre category, deeply tap the home factors, and reach the core customers in multiple dimensions; The fifth is brand communication, which is achieved by holding high. He emphasized that marketing innovation should be based on the win-win situation of manufacturers.
Party branch of Hunan Wuling Wine Co., Ltd Secretary General Manager Zhang Yichao It was mentioned that Wuling Wine insisted on benefiting the whole chain from producers to operators to consumers through The operation in recent years has proved that this concept and method are correct. At present, Wuling Liquor is replicating this model outside the province. With the superposition of the original crowd, Wuling Liquor will surely be able to accumulate and develop.
Hebei Bancheng Liquor Party Committee Secretary General Manager Zhang Chunsheng It is mentioned that the innovation of Bancheng is reflected in its high brand, upward structure, good products and flat channels Flat, good service. He believes that it is necessary to create new value for consumers and become the king of the 100 yuan price belt, and take Longyin as the second growth pole to focus on core consumers.
Executive of Anhui Wenwang Brewing Co., Ltd Vice- General and sales company General Manager Li Bingeng Talking about the innovation of Wenwang wine in category, he said that the successful approval of the soft sweet flavor type laid a solid foundation for Wenwang's future development. In addition, Wenwang Wine also realized the expansion of the brand in the consumption level through the marketing innovation of controlling profit sharing and the battle on banquet channels.
Kongfu Family Wine has always adhered to the cultural strategy, and successfully created the Confucian cultural label, which has created a differentiated competitive path. Marketing of Kongfujia Liquor Co., Ltd General Manager Li Yanchao The main innovative measures of the enterprise in event marketing and core consumers were shared on the spot. Now in May, activities aimed at college entrance examination students have opened up the Kong family President and member channels let them become brand promoters spontaneously, which plays a role in product sales and brand promotion Important role.
As the host of the summit dialogue, Tian Zhuoping, Chairman of Beijing Zhuoping Strategic Consulting Co., Ltd It is believed that the "five golden flowers" of Hengshui Laobaigan Group have achieved high-quality development under the momentum of innovation, which benefits from adhering to the five major strategic development, namely, upward strategy (high-end), new strategy (innovation), refined strategy (refined marketing), C-oriented strategy (C-end), and long-term strategy (long-term). He said that the "five golden flowers" represent the king of five dimensions, among which Hengshui Laobaigan is the king of category and marketing, Wuling Wine is the king of C-end, Bancheng Shaoguo Wine is the king of 100 yuan, Wenwang Tribute Wine is the king of region, and Kongfu Family Wine is the king of culture.
Representative products of "Five Golden Flowers"
Build a brand moat with innovation. Facing the future, Hengshui Laobaigan has integrated a new lifestyle, which has opened a new channel for liquor industry innovation. It has also become the inevitable direction of liquor industry's future marketing to improve its brand power, competitiveness and market power through innovation.
Disclaimer: There are risks in the market, so you should be careful! This article is for reference only, not for sale basis.
