The strategic positioning and development strategy of the FenJiu market has gained a more intuitive feeling.

Yang Yang said, Wine convenience is in December 17, 2020 signed the first Qinghua Fenjiu 30-Renaissance Edition listed, the Qinghua series sales accounted for 64% of the wine convenience, this is a greater momentum, but also for the company's three-year sprint to the Fenjiu sales target of 200 million to lay a solid foundation.

Historical leap, the starting point of a new struggle.

The opening of Fenjiu in the 14th Five-Year Plan, the wind comes to the spring of ten thousand trees, which is a brand new journey to ride on the momentum!

On December 17, 2020, at the signing ceremony of Qinghua Fenjiu 30-Renaissance Edition with the theme of "The Music of the Great Country - Qinghua Fenjiu", Fenjiu and Wine Convenience successfully reached a cooperation, and the Henan premiere right of Qinghua Fenjiu 30-Renaissance Edition was officially owned by Wine Convenience.

Green Flower Fen Liquor is made from the large quartz that is stepped on the ambrosia day, and brewed from the period of winter to the next hibernation every year, and is only produced in the oldest 2 workshops, with the fermentation period twice as long as that of the ordinary Fen Liquor, so the production is scarce. Over the years, Fen people have insisted on the quality-oriented, high-cost fermentation method of separating "grain" and "soil", so as to make the spirits cleaner and bring consumers a more ultimate drinking experience. On the other hand, Qinghua Fenjiu 30-Renaissance Edition, based on the quality control of the original Qinghua Fenjiu, adopts the brewing method of "wine hooking", which is a more complex brewing process and has more tasting value. Layers of wine hooking, layers of aftertaste, high collector's value. The new experience of Fenjiu is a ballet on the taster's tongue.

Fen Liquor, with a history of over 6000 years of brewing and 1500 years of fame, has been enjoyed by countless drinkers. However, it was once believed that there was a lack of high-end products with a strong driving force, and the birth of Qinghua Fenjiu 30-Renaissance Edition became the key to make up for this shortcoming. In the first half of 2020, the revenue of Qinghua Fenjiu, which is positioned in the high-end market, increased by more than 30% year-on-year, making a great contribution to Fenjiu's dominance in the high-end liquor market.

Whether it is from the online sales channel or the feedback from most dealers, Qinghua Fenjiu 30-Revival Edition is in a market environment where demand exceeds supply. "Sub-high-end and high-end products are more in line with future consumer demand for alcohol, liquor is one of the most healthful of all distilled spirits, and high-quality liquor is an important demand of current consumers." said Sun Baoguo, academician of the Chinese Academy of Engineering, president of Beijing Technology and Business University and vice president of the Chinese Society of Food Science and Technology. Difficulty in getting sufficient quota of Qinghua Fenjiu 30-Revival Edition has become one of the regrets of most Fenjiu distributors.

In such a tense market supply and demand environment of Qinghua Fenjiu 30-Renaissance Edition, how did Liquor Convenience get the eye of Fenjiu's senior management, and thus get the right to debut Qinghua Fenjiu 30-Renaissance Edition in Henan?

Wine convenience was established in February 2010, using "Internet platform + call center + physical stores + 20-minute delivery" of the online and offline integration of the operating model, is undoubtedly a precise grasp of the Internet platform of the new opportunities of technology new retail platform.

As the first new retail platform of liquor "Internet+" that allows customers to drink wine in 20 minutes, Wine Convenience focuses on the collection and analysis of big data from customers. With the integrated online and offline business model and targeted stabilization of customer sources, Wine Convenience has a large number of concentrated high-end customer groups, which coincides with the market positioning of Qinghua Fenjiu 30-Renaissance Edition.

FenJiu is interested in this advantage of wine convenience.

The collision between the two vendors makes FenJiu actively integrate and embrace the spring of technology, and also actively implement the key points of the government's work report of the National People's Congress - "in-depth implementation of the three-year action of state-owned enterprise reform, and stronger, better, and larger state-owned capital and state-owned enterprises". The spirit. The combination of FenJiu and Liquor Convenience is a bold attempt and responsible performance, a choice of the times, and a demonstration of the foresight of FenJiu's senior leadership.

Today, Wine Convenience has nearly 180 stores across the province, and the total number of members has exceeded 4 million, including more than 60,000 FenJiu consumers. Fenjiu in the sales range of Wine Convenience, whether it's the popular Bofen, or the high-end Fenjiu above 1,000 yuan, will be targeted according to the big data ranking of the corresponding customer demand: Bofen sales crowd is characterized by a large number of members, while the Qinghua sales crowd has a high degree of user stickiness.

This direct-to-consumer business model, with its ability to observe the dynamics of big data at any time, has become a distinguishing feature of Wine Convenience from many domestic distributors. in December 2020, when Chairman Li Qiuxi came to Wine Convenience for a study tour, he made a special effort to observe Wine Convenience's big-data operation model. When he learned that through the wine convenience big data analysis, he was able to know the preferences of FenJiu members, know when and where to order wine, and also observe the demand characteristics of members of different wines at any time, he praised the combination of this big data and FenJiu of wine convenience.

From July 2018 when Fenjiu and Wine Convenience officially launched their cooperation strategy to date, Wine Convenience's turnover has been increasing every year. According to Ms. Yang Yang, Wine Convenience started the full range of Fenjiu sales in July 2018, and sales reached 27 million in that year; the ringgit in 2019 increased by 45%; the ringgit in 2020 increased by 32%; and in 2021, the company sales sprinted to 100 million, and strive to 2023, Fen liquor sales to complete the goal of 200 million.

Fenjiu provides solid upstream support for Liquor Convenience, and Liquor Convenience provides Fenjiu with an extensive omni-channel sales network, both of which are mutually reinforcing and cooperative*** win-win, with Fenjiu hunting the wind in the domestic high-end liquor market and the liquor flag hanging high.

Defined by FenJiu as "the pioneer of FenJiu's second revival", Green Flower FenJiu 30-Revival Edition has become the most popular character of Green Flower Series FenJiu in the past year. Green Flower has become one of the most representative series of Fenjiu in the market competition.

Along with Chairman Li Qiuxi's slogan of "target Moutai, two-wheel drive, ten years to catch up", the Qinghua series, as a symbol of Fenjiu's medium and high-end quality, has an important mission and great expectations. Only by increasing the sales ratio of Qinghua series in the whole series of FenJiu, can FenJiu reach the goal of "20 billion" more quickly.

Unlike the general public's perception of the retail industry, in the cooperation between Fen Liquor and Liquor Convenience, the Qinghua series accounted for 64% of the sales of the entire line of Fen Liquor in Liquor Convenience, while the glass of Fen, which is supposed to be the main object of retail, accounted for only 22%. Ms. Yang Yang told us, In the entire Henan 2020 Fen liquor sales, Bofen roughly *** sold about 1.33 million cases, which accounted for 35% of Fen liquor's 1.2 billion sales in that year.