"Change the way to run", Sichuan Wine Group's five -year differentiated development achievements 61.9 billion brand value

On September 19th, the 7th China Wine Capital Forum and the China Wine Golden Bottle Awards Ceremony was held in the clouds. The latest research results of the brand value of non -listed liquor companies in each brand value research also appeared in the forum. Among them, Sichuan Wine Industry Group Co., Ltd. (hereinafter referred to as Sichuan Wine Group) has achieved an annual operating income of nearly 30 billion yuan within 5 years, becoming a key research case of each brand value research institute. Through cooperation with the China Enterprise Research Center of Tsinghua University, after two months of special research, the forum released the "2022 Sichuan Wine Group Brand Value Report" (hereinafter referred to as the report). The report showed that the overall brand value of Sichuan Wine Group reached 61.9 billion yuan.

Each brand value research institute has been committed to the research of the brand value of the enterprise since its establishment, and has accumulated a large number of corporate brand cases in various industries. For non -listed companies in the liquor industry, a brand value evaluation framework has also been established, that is, in the Tsinghua CBRC brand On the basis of the value evaluation model, the concepts such as the unique geographical area of ​​liquor use the concepts of liquor, and the enterprise adopts the white wine geographical indication brand premium evaluation, and finally combines the overall brand value. Taking Sichuan Wine Group as an example, Tsinghua University's CBRC brand value assessment model evaluation results are 43 billion yuan. Using non -listed liquor company assessment framework, Sichuan wine group geographical indication brand premium is 18.9 billion yuan, and the overall brand value of 61.9 billion yuan is drawn. Essence The results of this research have also attracted a lot of attention in the industry, and it can provide a sample reference for the brand value assessment of many unlisted companies in the liquor industry.

Tsinghua Assessment: The average annual growth rate of revenue 58% made 43 billion "brand value"

At present, China's economy has entered the era of brand economy, and enterprises have paid more and more attention to brand value. Many research institutions are conducting quantitative research on brand value. Among them, the Tsinghua CBRC brand value evaluation model is very representative among many models.

This model is based on the accumulation of academic research in the brand field for many years. It integrates the three -in -one development of theory, data, and think tanks. It has sufficient authority and professionalism. According to this model, the value of corporate brand value is equal to the product balance of financial income, brand contribution ratio, and brand income intensity.

According to the model, the value of corporate brand depends largely on the company's revenue capacity. Since its establishment in 2017, Sichuan Wine Group has achieved 20 billion revenue in just two years. At the same time, the average annual annual growth rate of revenue in the past five years has increased by about 58%. It is as high as 28.63 billion yuan. With excellent operating income and operating profit data, the balanced financial income of Sichuan Wine Group has also increased with it. After taking the industry brand contribution ratio, the brand's financial income reached 2.421 billion yuan.

On the other hand, because the Sichuan Wine Group has not been listed for the time being, it is difficult to obtain the strength of the brand's income. The Chinese Enterprise Research Center of Tsinghua University used a comprehensive evaluation method to calculate that the brand income intensity of Sichuan Wine Group was 17.76.

In the end, according to the Tsinghua CBRC brand value evaluation model, the evaluation result of the brand value of Sichuan Wine Group was 43 billion yuan, which constitutes the basis of the overall brand value of the 2022 Sichuan wine group.

The "Sichuan Wine" geographical brand logo made a premium of 18.9 billion brands

As we all know, liquor companies often have unique brand endowments. Regardless of the perception of the origin, history, humanities, or customer base, the brand geographical logo owned by the company is an important intangible asset that can enhance consumers and the public and related interest groups. Love.

The Institute of Brand Value has built a model of geographical indication brand value, including two parts, one is the awareness intensity premium of the geographical indicator brand, and the other is the geographical logo positive associative strength premium. After evaluation, the premium of the "Sichuan wine" geographical indication brand in Sichuan Wine Group reached 18.9 billion yuan.

Every brand value research institute believes that the value premium of the brand value of the 18.9 billion yuan of geographical indication is inseparable from the four major value contained in the word "Sichuan wine".

The first is the value of origin. Sichuan is one of the important production areas of Chinese liquor. It is known as "World Baijiu to see China, Chinese liquor watching Sichuan". Many economic indicators in the liquor industry ranked first in the country. Focus on core production areas and build the world's leading liquor industry cluster. The liquor area has a specific geographical significance and is an important source of the brand value of liquor geographical indication. As a large -scale comprehensive state -owned enterprise agreed by the Sichuan Provincial Party Committee and the Provincial Government, the Sichuan Wine Group has built a liquor production base for Chinese liquor production areas such as Yibin, Luzhou, and Chengdu (邛崃). In the five years since its establishment, it has made full use of the advantages of Sichuan's "thick sauce double excellent" production area to integrate more than 260 wine companies inside and outside the province, 50,000 cellar ponds, about 300,000 tons of original wine, and 600,000 tons of energy storage. , Sichuan Jiu Group and Alliance Enterprises Pure Grain's production capacity and output value accounted for half of Sichuan Province, accounting for one -third of the country, and containing huge production area value.

The second is historical value. China is the oldest and most developed country in the world in the world. Bashu wine is a treasure in the history of the development of wine culture. Many Sichuan wine brands have a long history. The long river condenses into its own brand value. Chuanjiu Group gathers the liquor brands with strong cultural characteristics, and builds the "big country" Syrian prefecture and "big country sauce" country brewing as the lead. Through brand productization and product categories, the market awareness of the national excellent brand is enhanced, the historical sedimentation of the national excellent brand is tapped, the unique culture of them is inherited, and it has a rich brand value. The third is human value. China is the earliest country in the world in the world. As an important place for Chinese liquor in Chinese liquor, Sichuan has a long history of wine culture and wine. After thousands of years of development and evolution, Sichuan wine from the whole country to the world is inseparable from the continuous innovation and improvement of brewing craftsmanship for brewing workers and masters. It is an important intangible cultural heritage and the crystallization of humanities by the improvement and innovation of the ancients from generation to generation. Chuanjiu Group brings together a large number of old brands, old cellar ponds, and old craftsmen from the "famous wine belt". They bring their own unique humanistic charm. History also has a wide range of influence, and is the bright pearl in the history of liquor brewing.

Fourth, the value of customer base. As the province with the largest sales revenue, profits and exports of liquor in the country, Sichuan is not the province with the most liquor consumption in the country. This contrast proves the market awareness of Sichuan wine and in the minds of consumers across the country. The degree of popularity also illustrates the value of Sichuan wine. As the masterpiece of the Sichuan liquor brand, Sichuan Wine Group occupies the time of time and place, and also occupies the innate advantage of the national liquor consumers' awareness, reputation, and loyalty to Sichuan wine.

Therefore, Sichuan Wine Group's brand's brand intuitively reflects the significance of specific geographical regional regional, which means that it will be given the brand value given by Sichuan as a particular geographical area as a special geographical area.

The evaluation results of the brand value premium of the geographical indication brand can make Sichuan Wine Group better drive the development of local wine companies through the coupling of geographical indications in the future brand building and development of geographical indications, and promote the growth of regional economy. At the same time, the volume of 18.9 billion yuan also allows consumers to have more understanding of the inherent value of the geographical sign "Sichuan wine", which is conducive to comprehensively shaping the "Sichuan wine" geographical logo brand.

Chuanjiu Group brand password: original wine, national excellent matrix, OEM customization

Like other resources of the enterprise, brands also need to continue to operate and continue to grow, especially for liquor companies. After conducting an in -depth inspection of Sichuan Wine Group, Tsinghua and each team discovered the brand value of Sichuan Wine Group with their "running and running", and insisted on taking the road of differentiated development with famous wine companies.

Established in June 2017, Sichuan Wine Group is a large -scale comprehensive state -owned enterprise established with the consent of the Sichuan Provincial Party Committee and the Provincial Government. After five years of rapid development, Sichuan Wine Group has become a large group of 100 strong enterprises in Sichuan Province, and is the first place in the top 20 companies in Sichuan.

The cornerstone of the brand value of liquor companies comes from the construction of the production system. The Sichuan Wine Group is based on Sichuan. Relying on the advantages of the production area of ​​the core hinterland of Chinese liquor, starting from the original wine section, the production system is fully deployed, and the "1+1+3++3+bases of the first park, the center, the three wineries, and the four bases have been built. 4 "development pattern.

At the same time, Sichuan Wine Group has paid close attention to the sharing of joint construction to empower the liquor industry. In the past five years, relying on the Sichuan Wine Research Institute, Chuanjiu Group has established a strong white wine technology group, gathered six academicians, more than thirty industries, and established production technology centers, quality control centers, wine body design centers, etc. Institutions, actively provide all industrial chain services such as scientific research and technical support, wine financial support, sales talent training, etc., explore the new model of "platform, sharing, and winning", and for the development of the liquor industry Chain "chain" to promote high -quality development of platform wine companies.

Rich brand resources are also an important source of brand value. Sichuan Wine Group has unique advantages in this regard. Since its establishment, Chuanjiu Group has integrated strong and high -quality advantage brands such as national high -quality wine, ministerial high -quality wine, and provincial quality wine, which has enriched the product system and created the "big country's fragrance" Syrian prefecture and "big country sauce" national brewing. In order to lead the multi -level product matrix, at the same time, actively tap high -quality national brand resources, and launch the "one city, one product" regional name wine revival plan, and is committed to comprehensively recovering, brightening and rescue the white wine country brand in various regions. , Develop a brand and form the concept of "local people drinking local wine". "One city and one product" can not only renew a new bottle of wine and revive a brand, but also drive the local economy and keep taxes and employment in the local area. This not only demonstrates the business capabilities of Sichuan Wine Group, but also reflects the social responsibility of Sichuan Wine Group, leading the continuous improvement of brand value.

The correct business model is also essential for the improvement of brand value. In order to cope with the increasingly personalized consumer demand, Sichuan Wine Group's early layout has signed a strategic cooperation agreement with Naxi District, Luzhou City in July 2022 to invest 1 billion yuan to build China's largest liquor OEM custom base. Become "China's largest alcohol OEM customizer". It is reported that after the project is completed, the filling capacity will reach 20,000 tons, providing personalized customized services for more than 60,000 customized customers, 3 billion yuan in sales revenue each year. Development forms new growth points. Brand casting value and value lead the future. Every brand value research institute believes that, as a representative enterprise of differentiated development in the industry, Sichuan Wine Group has achieved extraordinary achievements in strategic layout and brand building. After five years of precipitation, the brand value of 61.9 billion yuan made by Sichuan Wine Group, on the one hand, is the concentrated embodiment of its comprehensive strength in terms of quality, operation, research and development; Big liquor companies draw on more scientific and valuable references for the development of more liquor companies. Text/Huang Bowen

Daily Economic News

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