Special topic500freespins2024 Round Table on the Development of Guizhou Liquor Enterprises
"Shouzheng, innovation and co-protection of Guizhou liquor brands, intellectual cohesion to expand superior industrial clusters". From May 26 to 27, the 2024 round table on the development of Guizhou liquor enterprises was held in Maotai International Hotel. as an important annual meeting to examine and plan the development of Guizhou liquor industry, Guizhou Liquor Enterprise Development Roundtable attracted much attention from the industry.
At the meeting, Song Shuyu, chairman of the China Liquor Industry Association, shared his six thoughts on the development of Guizhou liquor.
Song Shuyu said that at present, the liquor industry will still be in the inventory cycle, the characteristics of the stock era are becoming more and more distinct, strong competition has become a fact, and the industrial competition caused by the increase in production capacity has become a fact. The diversification of products caused by the diversification of consumer demand has become a fact, the intensification of category competition has become a fact, and it has become a fact that small and medium-sized enterprises have been squeezed and trapped in their development.
However, Song Shuyu also said that the value attribute of the long-term industry of the liquor industry and the underlying logic of the spiral upward trend of industrial development have never changed, the market demand for the development of the liquor industry has not changed, and the expression of creating a better life in the liquor industry has not changed. have confidence in the industry.
In his view, the current Guizhou liquor industry has multiple advantages. From the policy level, Xinguofa No. 2 document clearly puts forward that it is necessary to give full play to the advantages of the origin and main producing areas of Maotai-flavor liquor in the Chishui River Basin to build an important liquor production base in the country; at the level of production area construction, Renhuai production area should be strengthened. Xishui, Jinsha and Chishui production areas are rising, and the brand value of the production areas is constantly rising; in terms of industrial scale, the production capacity of Maotai-flavor liquor in Guizhou is more than 600, 000 liters, and the revenue of Guizhou liquor is 200 billion yuan. In terms of brand construction, Guizhou presents a "one-super-multi-strong" brand pattern.
With the economic environment, changes in market demand and the logic of industrial development and other dimensions to consider, the industry has entered a slow growth, stock competition, consumption diversification, market width competition has become a fact, strong differentiation after the completion of strong concentration is giving birth to. In the era of "double rationality", Song Shuyu put forward the following thoughts on the development of Guizhou liquor.
In view of the changes in the consumer market, Song Shuyu said that the concept of rational drinking, rational consumption, less drinking and good wine consumption has been formed. The industry has entered the double rational era of "consumption rationality + price rationality". Rational consumption is not only an inevitable phenomenon of the change of economic structure and population iterative effect, but also a sign of consumers becoming more and more mature. Consumers want to buy higher-quality products at a reasonable price.
"the ratio of performance to price is the core support of consumers' rational choice." Song Shuyu said that for high-end wine brands, the core element of their performance-to-price ratio must be scarce value. In this context, it is necessary to do a good job in the relationship between production capacity and output, between demand and supply, and to promote supply-side reform through demand-side development.
"the growth in the past is the red packet issued by the value of producing areas, the control of the value of famous wines, and the upgrading of consumer consumption. At present, we should improve services, firmly grasp the needs of consumers, persist in making good wine for a long time, and unswervingly pursue the value of wine. Active profits and losses, accumulate time value, improve services, and focus on the future are strategic considerations for the high-quality development of the industry." Song Shuyu said.
In terms of the trend of strong differentiation, he pointed out that the future development of the liquor industry will certainly return to its origin, that is, tradition and individuality. at present, the era of strong differentiation of the liquor industry has begun, and it is necessary to make large-scale brewing and the whole product line. at the same time, it is necessary to consider whether multi-brands should be differentiated, whether they should be actively differentiated or whether they should be differentiated.
In the construction of producing areas, Song Shuyu believes that it is possible to recreate Guizhou liquor around the integration of producing cities, the prosperity of the wine industry, the prosperity of the city, the prosperity of the industry, the creation of demand, the manifestation of culture, and the promotion of value. At the same time, he pointed out that production capacity must not become a downward pressure ecology of industrial value, there must be an upper limit for the increase of production capacity, and there must be no upper limit for the increase of value. In the era of no shortage of wine and long-term shortage of good wine, how to make good wine and make better wine is the basic logic of strengthening Guizhou liquor.
In terms of diversified demand, Song Shuyu believes that brewing diversified products for diversified demand is in line with the logic of market development. Differential competition is a good ecology for the healthy and sustainable development of the industry, and homogenized competition is vicious competition, which will make the whole industry gradually come to an end. The basic principle of China's liquor industry is that one side of grain brews the other side of fine wine, each has its own beauty, each shows its beauty, and shares its beauty. The era of flavor classification of Chinese liquor has come to an end, and the era of individualization of Chinese liquor is coming. Individualized publicity of Chinese liquor is undoubtedly the future of industrial development.
He suggested that "colorful Guizhou" needs to make an article on colorful quality, colorful brands, and colorful culture, make efforts, seek breakthroughs, and seek practical results. Guizhou liquor has not only expensive sauces, but also expensive sauces and clear liquors. There should be maotai sauce, custom sauce, Dong Xiang, and so on.
In terms of the value of the industrial chain, he believes that creating the most famous spirits producing area in the world is the core proposition of the development of liquor industry in Guizhou Province.
To make better wine, we must have better varieties of raw materials, better growth environment of raw materials, better quality of raw materials; better ecological environment, better microecological diversity and stability of wine-making, etc., but also need a good wine experience, scenes, rituals, meals, utensils will be unforgettable. Guizhou should deeply explore the happy drinking culture and constantly increase the colorful cultural charm of Guizhou wine, such as "Dragon Boat Festival koji making, Chongyang Xiasha, 04:00 order, sauce aroma begins to come out"; Guizhou wine culture with the quintessence of "etiquette, virtue and emotion"; the ecological culture of "one mountain is divided into four seasons, ten miles and different days"; the national culture of "different nationalities in one mountain, different customs in a hundred miles"; and the poetry culture of "majestic thousands of miles, winning in the southwest". The geographical culture with overlapping mountains, high mountains and deep valleys, the vast and mysterious history and culture, the long March culture of reminiscence and prairie fire, and so on.
In the aspect of international blue sea, Song Shuyu mentioned that the internationalization of Chinese liquor is a firm and clear development direction, among which Guizhou liquor enjoys the first opportunity is the opportunity created by Maotai internationalization.
At the same time, he pointed out the historical warning of the development of the wine industry.500freespinsFor us, wine-making is like human beings. Moral character and quality come first. We must not replace inferior products with good products, and we must not have low quality and high prices. He bluntly said that when the market is good and consumer demand is strong, they often make the mistake of overdrawing brands and quality. That is, adding and increasing production, extending products with high brands, raising brands with low products, blindly raising prices and chasing prices; When the market is not good, they often greatly reduce costs and compare them with anyone who sells them cheaper. Infringement, vicious competition, ignoring the value of time, and forgetting that age cannot maintain ingenuity and quality.
Song Shuyu suggested that to promote the development of Guizhou's liquor industry in the direction of higher quality, we must properly handle the relationship between production capacity investment and value investment, the relationship between production capacity investment and agricultural investment, the relationship between production capacity investment and ecological protection, and the relationship between production capacity investment and quality, brand and culture, the relationship between production capacity investment and industrial chain investment, the relationship between wine in the bottle and wine outside the bottle, and the relationship between consolidating the domestic market and exploring the international market. Properly handle the relationship between industrial development and talent and technological development. Against the background of dual rational demand, cost-effectiveness and quality-to-price ratio have become the focus of consumers 'attention. The cornerstone role of quality has become increasingly evident, the brand's competitive advantage has become more prominent, and culture will become the core force of competition.
