China Food News reported exclusively in China Wine Weekly.
On June 30th, the Yongle Maotai-flavor Wine Research Center of Sichuan Liquor Group with a total investment of 654.38+0 billion yuan was officially awarded the license. This means that the R&D center established by Sichuan Liquor Group Maotai Liquor Co., Ltd. in accordance with the concept of strict management of pharmaceutical companies will upgrade Sichuan Liquor Company in traditional brewing technology, R&D expert blending and scale control system, automation and mechanization of raw material cooking, traditional liquor solid-state fermentation and modern distillation technology, and the construction of liquor traceability system, and once again highlight the benchmark position of Sichuan Liquor in the industry in the name of "industry grand meeting".
On July 1 day, the reporter of China Food News China Wine Weekly was fortunate to see the Maotai-flavor R&D Center upgraded by strict management of pharmaceutical companies in Yongle production base of Sichuan Maotai-flavor Company of Sichuan Liquor Group, which is located in the core area of China Liquor Golden Triangle and the national high-quality Maotai-flavor origin protection zone.
Become the largest liquor OEM customization center in China.
If the famous liquor represents the brand height of China liquor, there is no doubt that the original liquor in the producing area represents the brand width of solid-state fermented pure grain original liquor.
As soon as we entered the Yongle base of Sichuan sauce company, people felt the new atmosphere of the whole park's modernization and garden-style factory. The base retains the original ecological style and inherits the traditional brewing technology and pits of Maotai-flavor wine. There are a lot of green spaces in the factory, and art walls are designed in workshops and office buildings, which perfectly combine "tradition" with "modernity".
Ren Zhongjie, deputy secretary and general manager of the Party branch of Sichuan Maotai-flavor Company, introduced that Sichuan Maotai-flavor Company has two production bases, Erlang and Yongle, with an annual production capacity of 1.5 million tons and a wine storage capacity of nearly 50,000 tons. It is the third largest soy sauce production base in China and the second largest state-owned soy sauce production base. Since its establishment, Sichuan Soy Sauce Company has gradually changed from the original brewing enterprise to the finished brewing enterprise. At present, the whole industrial chain projects such as brewing, koji-making, storage, blending, packaging and environmental protection have been launched with a total investment of 654.38 billion yuan, and modern enterprises have been established with strict management concepts of pharmaceutical companies. After the project is completed, the annual production capacity of Sichuan Soy Sauce Base will reach 30,000 tons.
It is noteworthy that Sichuan Liquor Group, which entered the "14th Five-Year Plan", is accelerating the development progress of the original liquor sector and the China Liquor Innovation and Entrepreneurship Industry Incubation Park.
Cao Yong said that Sichuan Liquor Group and more than 260 liquor enterprises inside and outside the province have developed together through heavy asset investment and brand cooperation. Chuanjiu Group has become the largest producer and supplier of raw wine in China. Except for six golden flowers, the production capacity and output value of Luzhou-flavor pure grain raw wine of the Group and its allied enterprises account for nearly half of the whole province and nearly one third of the whole country.
Obviously, in the whole industrial chain layout of Sichuan Liquor Group, the original liquor plate has developed into an advantageous longboard. At present, it has achieved the pattern of * * * sharing of high-quality liquor resources, mutual benefit and win-win, and has become a veritable "the largest producer and supplier of raw liquor in China".
In promoting the development of raw wine, Sichuan Liquor Group has been in the same strain as famous wine enterprises, and has embarked on a development path different from that of famous wine enterprises such as LU ZHOU LAO JIAO CO.,LTD and Langjiu. Its model is not to build a large-scale single-product enterprise of traditional liquor, but to become a unique platform-type liquor enterprise in liquor industry through industrial combination.
Just like Sichuan Guoniang Original Liquor Holding Co., Ltd., Sichuan Liquor Group will build an independent original liquor brand, provide enterprises with value-added services such as production technology and brand strategic planning consultation, and assist enterprises to complete the docking of upstream and downstream resources to meet the demand of B-end. At the same time, Chuanjiu Group is still building a customized chain of "Taste of Time" original wine C, forming the full lineup of toB+toC of Chuanjiu Group.
It is worth mentioning that Chuanjiu Group is building the largest liquor OEM customization center in China. The center is equipped with modern intelligent equipment such as automatic liquor filling production line, automatic loading and unloading bottles and automatic palletizing robots. It can realize the automatic transportation and sorting of packaging materials and finished wine.
"In fact, Chuanjiu Group is the largest liquor OEM in China, and we have become the largest liquor OEM customizer." Cao Yong believes that the industrial development in the next decade must return to the real economy, and its most notable feature is personalized industry and personalized customization, which is also the development direction in the next decade. It supports the development of 5G and 6G technologies on the Internet, and the "innovation+"of the wine industry is personalized customization.
Similarly, the China Liquor Innovation and Entrepreneurship Industry Incubation Park under construction by Chuanjiu Group is positioned as the "Silicon Valley" of China Liquor Industry. Upon completion, the Incubation Park will become the gathering place of China Liquor Product R&D Center, Liquor Packaging Design Center, Liquor Marketing and Cultivation Center, Liquor Exhibition and Promotion Center, Liquor Talent Training Center, Liquor Online Roadshow Center, Liquor Internationalization Frontier Window and Liquor Culture Communication Center.
Cao Yong said that the Incubation Park is the carrier of personalized customization of Sichuan Liquor Group in the future, and Sichuan Liquor Group will incubate more liquor brands here by matching relevant resources such as policies, technology, finance, talents, information, channels and training, so as to escort high-quality development.
The editor-in-chief of China Food News China Liquor believes that the brand, scale, specialization and service development of raw liquor initiated by Sichuan Liquor Group will not only provide high-quality raw liquor resources for the industry market, but also promote the development of Sichuan golden signboard, and also point out a new direction for the development of the national raw liquor industry.
"One City, One Product" Strategy Landing 19 City.
If we say that mastering the core technology makes Gree famous in one fell swoop, then Sichuan Wine Group has the largest high-quality raw wine resources, which is its core strength in the industry.
202 1, Sichuan liquor group accelerated the plan of "one city, one product" regional famous liquor revival. At the end of March, Sichuan Liquor Group and yingshan county Municipal People's Government of Nanchong City held a signing ceremony of the strategic cooperation agreement, and the "Regional Famous Wine Revival Plan" officially entered Nanchong City. From an industry perspective, the empowerment of Sichuan Liquor Group will consolidate the development of liquor industry and help the brand transformation and upgrading of small and medium-sized enterprises, which means that liquor enterprises will shine under the protection of Sichuan Liquor Group.
In fact, after Sichuan Liquor Group first proposed "one city, one product" last year, it quickly became an important part of the differentiated development of Sichuan Liquor Group. For example, worshipping dragons, hiding secrets by the clouds, and snow eagles are gradually emerging in the local area, and their voices are getting louder and louder.
At present, based on high-quality raw wine, Sichuan Liquor Group has implemented the strategy of "one city, one product" in the finished wine sector, aggregated "silver flowers" and "small golden flowers" in the province, and carried out brand docking with Hubei, Henan, Shandong, Xinjiang, Tibet, Jiangsu, Anhui and other places outside the province, and has landed in 19 cities inside and outside the province.
Facing the consumers of original wine chain customization, Chuanjiu Group launched the C-end customized chain system of original wine, aiming at solving how to make consumers buy high-quality wine products conveniently and quickly, and "brew pure grain wine that ordinary people can afford".
In Cao Yong's view, on the one hand, Sichuan Liquor Group is based on the original wine, constantly intensive cultivation, and constantly strive to make the "root" original wine the best. The second is to continue to aggregate outstanding national brands, and work together at the B end and the C end to go hand in hand. B-end adheres to the "one city, one product" regional famous wine revival plan, and C-end creates personalized customized stores and terminals. The third is to promote the incubation of personalized liquor industry, build and open up the whole industrial chain, build a platform for more entrepreneurs who are interested in entering the liquor industry, and form cooperation with Sichuan Liquor Group-"No winery is inferior to the winery, and no winery is inferior to the winery."
Obviously, in just a few years, Sichuan Liquor Group has become an innovative model for the high-quality development of Sichuan Liquor. From the acquisition of a large number of small and medium-sized liquor enterprises, the aggregation of raw liquor resources, to the spread of "peanut" brands throughout the country, and then to the aggregation of national liquor resources in one place to build an incubator, the path chosen by Sichuan Liquor Group has long been recognized by the industry as the road to innovation.
Consolidate the bottom, and then carry out other innovative strategies, Sichuan Wine Group seems to be able to handle it with ease. The "one city, one product" regional famous wine revival plan and China Liquor Innovation and Entrepreneurship Industry Incubation Park are all concrete manifestations of Sichuan Liquor Group's promotion of liquor industry incubation and upgrading, and the "speed of Sichuan Liquor" has also helped Sichuan Liquor Group to a new level in liquor industry development.
As Yang Guanrong, general manager and chief engineer of Chuanjiu Group, said, what Chuanjiu Group did was what the head enterprises did not do, and what small and medium-sized enterprises could not do. Chuanjiu Group is a new company, but it has old brands, old workshops, old pits, old craftsmen and old wines. The implementation of the Group's differentiation strategy will bring together more small and medium-sized wine enterprises, relying on the original wine advantages of Sichuan Wine Group and the master team technology led by academicians to empower these enterprises.
Construct the strategic pattern of "1+ 1+3+4"
China is the largest producer and supplier of raw liquor, the largest national excellent brand operator and the largest liquor OEM customizer. These "three firsts" constitute the foundation and soul of the development of Sichuan Liquor Group.
Cao Yong believes that Sichuan Liquor Group is supported by "three firsts" and "four comparative advantages", namely, the third largest state-owned liquor enterprise in Sichuan Province, the third largest maotai-flavor liquor enterprise in China, the second largest state-owned maotai-flavor liquor production base in China, and the largest Luzhou-flavor liquor monomer brewing workshop in the world, and is building a world-class modern OME customized production line, which also shows that Sichuan Liquor Group has a clear development orientation and it is inevitable that it will be completely dislocated and differentiated from other famous liquor enterprises.
Obviously, on the occasion of the fourth anniversary of its establishment in June, 20021,Chuanjiu Group proved the correctness of its strategic development path with "three best" and "four advantages", and even handed over a bright report card.
Similarly, in the wine industry, Chuanjiu Group has built a development pattern of "1+ 1+3+4" with one park, one center, three wineries and four bases. Among them, "One Park", namely China Liquor Innovation and Entrepreneurship Industry Incubation Park, will become the "Silicon Valley" of China Liquor Industry after delivery. The "One Center" filling center of Chuanjiu Group is the largest OEM customization center in China. The "Three Wineries" include China Erlangguo Winery, China Yibin Xufu Winery and China Qionglai Daliang Winery. The "Four Bases" are China Yongle Maotai-flavor Liquor Base, China Lizhuang Luzhou-flavor Base, China Luzhou-flavor Natural Flavor Base and China Qionglai Yifuchun Base.
"Grasp the root of the original wine and form a monopoly to have the right to speak." Cao Yong believes that an industry without monopoly is not an industry, but a monopoly industry. Sichuan Liquor Group has enough ability and self-confidence to form a monopoly in raw liquor procurement, enterprise integration, pit integration, supply chain construction, etc. The positioning of the group is to become the first listed company with raw liquor as its main business in China.
Cao Yong said that during the 14th Five-Year Plan period, the integration and operation of Youguo brand was actually to find a way for the original wine and brew good wine for the local people. On the one hand, on the basis of the original wine, we continue to intensively cultivate and make the "root" original wine the best. The second is to continue to aggregate outstanding national brands, and work together at the B-end and C-end. The B-end is to adhere to the "one city, one product" regional famous wine revival plan, and the C-end is to create personalized customized stores and terminals to serve the people. The third is to promote the incubation of personalized liquor industry, open up the whole industrial chain, build a platform for more entrepreneurs who are interested in entering the liquor industry, and form a cooperation with Sichuan Liquor Group that "it is better to have a winery without a winery, and it is better to have a winery without a winery".
In fact, from the development of Chuanjiu Group in recent years, it can be seen that Chuanjiu Group has a huge industrial cluster covering production, operation and sales, and has completed the layout of "original wine+finished wine+liquor distribution". From the integrated production end to the empowered sales end, and from the B end to the C end, its original wine strategy has been continuously deepened, and it has embarked on a unique development path of famous wines. It is building a "national excellent brand" with a label of origin and endorsement by Sichuan Liquor Group, directly supplying high-quality original wine to consumers, allowing the original wine to face consumers directly, building the original wine brand of Sichuan Liquor Group, and truly providing affordable pure grain wine for the people.
The editor-in-chief of China Food News China Liquor believes that Sichuan Liquor Group has found a new way in the development of liquor industry, made a breakthrough in marketing strategy mode, and boldly innovated "not taking the usual road", which also provides a vivid sample for the path selection of liquor industry development. What do you think of this? Welcome to leave a message
This article is transferred from Winery.