The more observed 丨 How does the millennium rice wine break the game?Find the answer from youthful

Zhejiang News Customer Reporter Zhu Yinyan Correspondent Ru supporting politics

Lao wine, let Shaoxing people "love" and "hate".

Step on the ancient road, find wine. Along the way, rice wine has already become a "golden business card" in Shaoxing and even Zhejiang. Walking on the streets of Shaoxing, the cultural heritage infiltrated by rice wine came.

But the rice wine market has been sluggish. The mature markets in Jiangsu, Zhejiang and Shanghai are fiercely competitive, and the prices are not going; In the new era of consumption that pays attention to the face value, it is a bit traditional and rustic rice wine that it is difficult to arouse the enthusiasm of young consumers, and the penetration rate of rice wine is very low.

How can a millennium rice wine break? In recent years, Shaoxing's rice wine companies and rice wine people have made a series of explorations, trying to make the ancient rice wine renewed. The youth of the rice wine industry is the best choice.

Wine coffee, make the experience scene younger

A few days ago, the "Guyue Longshan · Slow Restaurant" opened the door to welcome guests. This is the first tavern of Shaoxing rice wine with the theme of "slow life", and it is also the first tavern of Guyue Longshan to play a modern fashion style.

The slow tavern is located in the famous Lu Xun's hometown and is only separated from the Lu Xun's relief wall. The top and lower floors of the slow tavern are divided into exhibition areas, wine coffee areas and catering areas, with a total area of ​​thousands of square meters. The tavern decoration style is both modern and fashionable and has a strong Chinese style.

In order to attract young consumers, the first -floor exhibition hall has set up a fruit wine tasting area and a rice wine creative experience area. At the same time, a live broadcast room is also set up. The scenes and products of the slow tavern are also established to achieve online and offline interaction through live broadcast.

What surprises many young people even more is that the tavern can still drink coffee from Rwanda. The combination of wine and coffee has a large wave of "young powder".

If you want to seize the hearts of young people, you must not only have products that young people love, but also to spread and communicate with the way of young people to create a casual and fashionable experience scene. Like this is a beneficial attempt, in recent years, rice wine companies have explored a lot.

The Shaoxing Purveyor Group cooperated with the Red Dot Design in China and launched the "Shaoxing Purple Wine Design Co -Creation Plan". More than a hundred design big coffees from the country have been carefully polished and created for three months, and 34 shared results have landed, creating a new national tide of rice wine that can "keep classics" and "be a net red". The emerging language, fashionable wine, and young consumer group connecting the emotional link with young consumer groups.

Laojiu companies also tried to promote and spread in the way of young people, deeply cultivating "grass" platforms such as Douyin and Little Red Books, and presented in diverse methods such as live broadcasts and short videos. In 2021, the Guyue Longshan Douyin flagship store took the lead in the national rice wine industry, and cooperated with professional institutions to cultivate online celebrity live broadcast bases in the Central Wine Store.

In addition, "Fang Wenshan invites you to compose" the Global Creative Composition Competition of Guyue Longshan has also been launched. It took three months to receive hundreds of music creations, and the number of vibrato clicks exceeded 4 million.

Infinite creativity, make rice wine products younger

In Shaoxing, there is a small tavern called "No Awakening". Wu Hui, the person in charge of the tavern, has developed various possibilities for the yellow wine culture of Shaoxing. From rice wine sticks, rice wine ice cream, to a series of new flavors such as rice wine chocolate, rice wine rolved rolling, forming its own rice wine derivative system.

With creativity, rice wine is vibrant. And the secret of this creativity is youthfulness.

In order to "pry open" the mouth of young people, rice wine companies have made a lot of attempts: Guyue Longshan launched rice wine popsicles. This sweet and delicious, a little wine -flavored popsicle often sells out of stock in Shaoxing attractions; Huiji Mountain Then co -branded with Guya, the launch of the "wine fragrant oolong" rice wine milk tea will introduce more young, fashionable, and national tide elements to the rice wine industry, which also means that more new gameplay and possibility will appear on rice wine. Essence

In addition, the birth of the "Vietnam Wine Banquet" is also an innovation. The first Vietnamese banquet was at the Guyue Longshan Shaoxing New Product Promotion Conference held in Shanghai in December 2020. 8 ° C "good wine not on the head · Jinlan" with bad meat, 38 ° C "national brewing 1959 · white jade" with flower carving beef, 20 ° C "national brewing 1959 · green jade" with hairy crabs ... The learner shouted and found a different rice wine.

Over the world, we have taken the world now.

The previous year, Jiangnan University and Shaoxing Paijiu Group jointly promoted the development of new rice wine to solve the pain points of "top" and "deep drunk" of rice wine. The birth of the "Good Wine" series is a new science and technology product developed by Guyue Longshan-Jiangnan University rice wine brewing innovation laboratory. Through intelligent brewing, scientific control of fermentation and digital wine design, reducing Shaoxing's wine bodies-advanced matter The content of alcohol and bioide is improved after drinking.

Digital wisdom can make the business model youthful

Rice wine has been innovating and shouted.

In 2021, the sales of three major series of high -end products of the rice wine group exceeded 10 million, and revenue and profits increased significantly. The young digital business model strategy was initially achieved.

Behind high -end is the younger business model. Guyue Longshan started with 9 links including design, research and development, raw materials, packaging materials, brewing, aging, ticking, filling, and logistics to build a quality management system for the entire process of "a drop of rice from the field to a drop of wine". At the end of 2021, Guyue Longshan won the "Quality Award of the Zhejiang Provincial People's Government".

The last year, the launching ceremony of the "Vietnam Wine World and the Central Plains" and the Zhengzhou Merchants Promotion Conference kicked off in Zhengzhou, Henan. The classic products of the five major brands of ancient Yue Longshan, Daughter Red, No. 1 Hong, Shen Yonghe, and Jianhu under the rice wine group appeared together. In 2022, Guyue Longshan's half -year revenue was 785 million yuan, an increase of 2.67%year -on -year, and net profit was 89.87 million yuan, an increase of 2.01%year -on -year.

The rice wine group is empowering digital empowerment, smart brewing, and creating digital projects. According to the digital construction ideas of "one center and five platforms", that is, the digital management and control center and the production digital management platform, marketing digital management platform, asset digital management platform, enterprise management digital collaborative platform, industrial park digital platform, solidly promote the company's digital reform reform Essence

In accordance with the requirements of the "Future Factory", "Green Factory" and "Digital Intelligent Park", we will make every effort to promote the construction of the rice wine industry park and promote the marine industry to smart manufacturing and digital factories. The total investment of 5.5 billion yuan and 1100 acres of rice wine industrial park projects will be the largest intelligent production base in the country after completion. Among them, the first phase of projects invested 2 billion and 430 acres of land are expected to start production by the end of this year.

"Ancient rice wine should use a new way to move the hearts of young people." Industry insiders said that rice wine companies should understand the consumer needs of young people, let young people understand rice wine and fall in love with rice wine.

Yes, walking in this small town, you can feel that millennium rice wine is young.

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