For two thousand years, why does Chinese liquor float in the world?

Chinese liquor to win the top four in the world's "50 Greater Wine Brands"

In late July, the Ministry of Industry and Information Technology announced the operation of the operation of the brewing industry in my country. Data show that the production of liquor in the first half of the year increased slightly by 0.4%year-on-year; from January to May, there were 1,741 companies in the national brewing industry, with sales revenue of 399.1 billion yuan, an increase of nearly 14%year-on-year; %.

Earlier, some opinions believed that the Chinese liquor industry was affected by objective factors, such as the reduction of physical catering consumption scenarios and poor operation of the wine market channels. These general situations will put heavy pressure on the development of the overall liquor industry. Especially small and medium -sized wine companies may face production reduction and even shut down risks.

However, there are also opinions that with the issuance of consumer vouchers in many places in my country, it has further driven consumption. The fireworks on the streets and alleys are strong, and the prospects of Chinese liquor consumption is good. Song Shuyu, the chairman of the China Wine Industry Association, said that long -term practice has proved that the development of the wine industry is affected by the state's general trend. Therefore, it is a high probability that the wine industry has maintained a steady growth in 2022. If the epidemic has improved in the second half of the year, the overall growth of the wine industry will break through a higher level.

To be sure, no matter what the environment of Chinese liquor is located, the influence of the influence of Chinese liquor that is continuously developed in the world is irreplaceable.

"50 Great Wine Brand" released the top four of Chinese liquor

On July 27, Brand Finance, the British brand evaluation agency, released the "2022 Global Wine Brand Value List" (Alcoholic Drinks 2022). Among them, the total value of the "50 Greater Wine Brand" (SPIRITS 50) is US $ 142.6 billion, and the Chinese liquor brand has a total of 10 on the list, worth 97.6 billion US dollars, accounting for 68.4%. Moutai, Wuliangye, Luzhou Laojiao, and Yanghe took the top four.

2022 global wine brand value list top10

"Brand Finance" is the global independent third -party brand value assessment and consulting agency, and it is also the core maker of the world's only brand value evaluation ISO10668 and brand evaluation standard ISO20671. The "The Brand Finance Global 500" released every year, it is one of the important sources of the global mainstream media such as the Financial Times, the Bank Essence The "Royalty ROLIEF" used in this review, through comprehensive computing brand strength index, brand franchise rate, brand income index, and calculating future authorization to use the brand's payable fees to determine the brand value, eventually the brand's brand value From D to AAA for rating.

"2022 global wine brand value list" (Alcoholic Drinks 2022)

Not only is there a liquor brand on the list. As a Chinese cultural carrier, Chinese liquor has never stopped. At present, China's wine industry is in a critical period of transformation and upgrading, and quality upgrades are the basis for improving the international competitiveness of China's liquor.

On June 1 this year, the national standards (hereinafter referred to as "new national standards") were officially implemented in "Liquor Industry Terms" and "Beverage and Wine Terms and Classification". The new national standard requires that the fragrance -type liquor has been included in the preparation of wine, which can no longer be called liquid wine; solid liquid liquid liquor and liquid liquid liquor must not use non -grain edible alcohol and food additives. The new national standard has accelerated the quality upgrade of the liquor industry and increased the transparency of the industry.

Luzhou Laojiao · Tibetan wine hole

In this context, the China Wine Industry Association proposed that it is an excellent time to build a new ecosystem of the global wine industry. Financial writer Shen Shuaibo further interpreted that the current opportunity for Chinese liquor to enter the international market to participate in the international wine industry's ecological reshaping. There are three main reasons:

First of all, the international market's preliminary understanding of Chinese liquor is more mature. Earlier, in the early stage of mobile internet and Chinese enterprises, the awareness of liquor in foreign countries was very low, but with the increasingly convenient international exchanges and online content, some foreign audiences began to take the initiative to try Chinese liquor and are willing to share.

Secondly, the research and development technology of Chinese liquor products is more mature. Earlier, liquor companies mostly followed traditional brewing methods, and product innovation capabilities and power were slightly insufficient. Today, more liquor companies have improved in technology iterative and accurately grasping the consumer demand and preferences of young consumer groups. It is not difficult to develop liquor products that develop more people in domestic and foreign markets.

The third is cultural self -confidence and maturity. Chinese liquor is the product of culture and has absolute cultural self -confidence. Like all wine brands in the world, the output is essentially cultural output. With the strength and frequency of my country's national strength and cultural output, cultural self -confidence has given Chinese liquor more opportunities to show itself. The "world -class wine culture IP" created by the China Wine Industry Association is also committed to this, jointly promoting Chinese liquor to the world.

In 2021, the "Import and Export Tax of the People's Republic of China" was uniformly translated by Chinese liquor to "Chinese baijiu"

In order to facilitate the spread of Chinese liquor in the world's social circle and support Chinese liquor to the world, in 2021, Chinese liquor has a unified English translation "Chinese baijiu". "Social networking must be the focus of liquor breakthrough in internationalization. In the social circle layer, the way to advance with points, lines, and noodles is the core of liquor to break through." Shen Shuaibo said. Comprehensive revival: Ultra -high -end brand image, diversified items are satisfied

In addition to "Chinese Baijiu", the English name of the strong white wine also translated "Luzhou-Flavor Liquor". As a "originator of the fragrance", the third "50 Great Wine Brand" was born from Luzhou Laojiao, Luzhou, Luzhou. Its brand strength index (BSI) scores 85.7 points in this evaluation, and the corresponding brand rating is AAA. In addition, Luzhou Laojiao, the only "Chinese famous wine" title, has won the Gold Award for the 2019 San Francisco International Birrawood Competition (SFWSC) for the Mingjiang Sichuan liquor.

The overseas brand developed by Luzhou Laojiao for the European and American markets Mingjiang Sichuan Baijiu won the Gold Award of San Francisco Wine Competition

As the first key research topic was first included in the key research topic in 1952, he participated in the formulation of "Strong Fragrant Baijiu" GB10781.1-1989, "Low-Daldling Fragrant White Wine" GB11859.1-1989, GB /T 10781.1-2021 "The Quality Requirements for Baijiu Part 1: Belly Fragrant White Wine" and other liquor standards drafted and revised the strong white wine brand. Luzhou Laojiao is also constantly innovating. New stage.

According to the financial report, in 2021, Luzhou Laojiao realized operating income of 20.642 billion yuan, and the sales revenue of mid -to -high -end alcohol accounted for 89.12%of revenue, which helped the company achieve the highest net interest rate of 38.55%in the past ten years. Laojiao brand power and premium ability. From the perspective of Luzhou Laojiao, since the revenue exceeded 10 billion yuan in 2017, it took 4 years to break through the 20 billion yuan revenue mark, achieving the top three of the profit end, and proved that enterprises have the ability to achieve leapfrog growth. As he entered the era of 20 billion, the goal of Luzhou Laojiao's "returning to the top three" has become increasingly clear, making the brand value and revenue return to the top priority. Become the key to the ultimate goal of winning a comprehensive revival campaign.

Luzhou Laojiao "Live Double National Treasure"

Since the launch of Guojiao 1573 in 2001, the "dual brand" era of Luzhou Laojiao officially opened. Guojiao 1573 uses "living two national treasures" as a double -wing, that is, continuously brewed 449 material cultural heritage 1573 National Treasure Cellar Pond Group, and the traditional brewing technique of Luzhou Laojiao wine that has gone through the 24th generation of inheritors. He ranked firmly in China's three high -end liquor camps. Through the product structure brought about by the "Guojiao" and "Luzhou Laojiao" dual brand strategy, the image of the ultra -high -end liquor brand of Luzhou Laojiao was established, and the waist and tower base forces were gradually consolidated, which sounded the brand's comprehensive revival angle.

The three products lead the development of the enterprise, and the large items lead the profit growth of the enterprise. In 2015, on the basis of the "dual brand", Luzhou Laojiao further proposed the strategy of the three -product department and large single product. Thanks to the effectiveness of the large single product stabilizers and compact stones played by Guojiao 1573, and the foundation of the mother brand, other products of Luzhou Laojiao have gained more room for development. In the context of the comprehensive implementation of the liquor "new national standard", Luzhou Laojiao launched the Luzhou Laojiao Black cover with solid -state pure grains. The product, from the end of the inheritance and innovation, meets the diversified needs and other items suitable for multiple consumer scenarios. Luzhou Laojiao uses the influence of large single -product market, high -density, high -intensity display and strengthening the core position of the liquor market.

Liu Miao, chairman of Luzhou Laojiao, and Lin Feng, general manager Lin Feng in the Chinese New Year in 2022: "In 2021, the company firmly focused on 'dual brands, three products, large single products', and the brand matrix is ​​perfect. Sports, food, national tide and other young, fashionable and healthy elements are constantly prominent, the brand's heritage is more abundant, and the brand shaped brighter golden signboards. "Thanks to the precise grasping consumer market demands played by the corporate strategy, firm market positioning, accurate products The ability to lose weight and integration, Luzhou Laojiao has built a new brand structure and product matrix.

In Shen Shuaibo's view, the strategy of "dual brands, three products, and big products" is in line with the attempts of liquor companies to make market increasing market increases and international strategies in the future. , Cognition of non -Han cultural circle, cognition of different consumer circles, etc. Multi -brand and multi -products are the basis for this kind of attempt. The breakthrough of single products has increased the possibility of successful attempts. This may be why Luzhou Laojiao has been recognized by international public opinion and market recognition. In addition, the dual brands form differentiation in the brand, and the three products are differentiated in taste. Large products can effectively break through the target market to form high potential energy feedback. Based on the effective performance of strategic effect, Luzhou Laojiao can use the basic disk, the basic disk, Young and internationalization are included. It is a relatively stable and huge system of development. It has reference value for other liquor brands to enhance brand value.

In addition to building a brand value, increasing the internationalization of liquor is also the key to keeping the old brand of Luzhou Laojiao. Luzhou Laojiao · Guojiao 1573 appearance in the Australian Open

Since 2017, Luzhou Laojiao appeared in the China -Europe Forum, opened the global cultural journey of "Let the World", and walked towards the World Cup in Russia. The North American Office was established. A series of incidents such as the Cultural Conference added a touch of the internationalization of Chinese liquor. As of 2021, Luzhou Laojiao has established a distribution network in more than 70 countries and regions around the world, becoming one of the most visible overseas visibility, the most widely distributed, and most popular Chinese liquor brands.

At present, the Chinese wine industry is in a critical period of transformation and upgrading of high -quality development. How to tell Chinese liquor stories and increase the influence and awareness of liquor in liquor is the issue that the Chinese liquor industry needs to pay attention and think about it. Enterprises open a new pattern of market competition.

Each liquor company, especially head companies, must seize the opportunity to create a new ecosystem of the global wine industry, focus on the development of Chinese liquor culture while developing with world famous wine, plant Chinese wine culture in the hearts of global consumers, promote the internationalization of Chinese liquor, On the top floor. Song Shuyu once said: "The international node of Chinese liquor has arrived." To let the people of the world feel the charm of Chinese liquor culture, Chinese liquor and Chinese make the world taste Chinese taste.

Author: Feng Shi

Edit: Wang Xiaoyi

Operation editor: Xiao Ran

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