Shangdao Fenjiu (3)

Text/Yang Shanchun Wang Ruoyi Du Senyao

Full text /3638 words 10 minutes

"The vegetation is long, and the spring mountain can be expected." In the inspiring season, Fenjiu ushered in another spring that belongs to her-

On March 9th, Fenjiu released the 2020 Performance Express: in 2020, it realized an operating income of 65.438+03.996 billion yuan, a year-on-year increase of 65.438+07.69%, and a net profit attributable to shareholders of listed companies of 365.438+006 billion yuan, a year-on-year increase of 57.75%.

Behind the high growth, according to the liquor announcement information, the sales proportion of high-end blue-and-white liquor series-Fenjiu 20 and Fenjiu 30 increased significantly.

It should be said that this is the result of the product strategy of "grasping at both ends and walking in the middle" and optimizing the product structure in 2020, and it is also the good news that Fenjiu strategy is most looking forward to seeing.

Rich market fruits are jointly cultivated by manufacturers, and they wander in the atmosphere of Happy Express. On March 10, we walked into the headquarters of Henan Liquor Convenience Company, a liquor partner, and interviewed Ms. Yang Long, the head of the Liquor Convenience Supply Chain Company, to feel the charm of the new retail of Fenjiu and have a more intuitive feeling about the strategic positioning and development of Fenjiu market.

Yang Xuan said that Wine Convenience signed a contract to launch the revival version of Blue and White Wine 30 in June 5438+February 65438+July 2020, which is a greater kinetic energy for Wine Convenience, and the sales volume of blue and white wine series accounts for 64%, which also lays a solid foundation for the company to sprint the sales target of 200 million liquor in three years.

A leap in history, a new starting point for struggle.

Fenjiu started from the 14th Five-Year Plan, and the wind came to Wan Muchun, which is a brand-new journey!

On June 5438+February 65438+July, 2020, at the signing ceremony of the revival version of Blue-and-White Fenjiu 30 with the theme of "Great Power of Blue-and-White Fenjiu", Fenjiu and Fenjiu Convenience successfully reached a cooperation, and the right to launch the revival version of Blue-and-White Fenjiu 30 in Henan was officially owned by Fenjiu Convenience.

Blue-and-white Fenjiu adopts Daqu in dog days. Brewing from beginning of winter to the next year's surprise period is only produced in the two oldest workshops. The fermentation period is twice as long as that of ordinary Fenjiu, so the yield is scarce. Over the years, Fenjiu people have adhered to the principle of quality and adopted the high-cost fermentation method of "grain" and "soil" to make fermented grains cleaner and bring consumers a more extreme drinking experience. On the basis of the original quality control of Blue-and-White Fenjiu, Blue-and-White Fenjiu 30 Revival Edition is produced by the brewing method of "wine hooking wine", and its brewing process is more complicated and more valuable for tasting. Layers of wine fragrance, multi-layered aftertaste, high collection value. The unique new experience of blue-and-white Fenjiu is the ballet dance on the tip of the taster's tongue.

Fenjiu has a brewing history of more than 6000 years, and a famous history of 1500 years, and countless people drink it. However, it was once considered as a high-end product lacking strong driving force, and the birth of Blue and White Fenjiu 30 Revival Edition became the key to make up for this deficiency. In the first half of 2020, the revenue of blue-and-white liquor in the high-end market increased by more than 30% year-on-year, which made great contributions to the high-end liquor market occupied by liquor.

No matter from the online sales channels or from the feedback of most dealers, the 30-star version of Blue-and-White Liquor is in a market environment where demand exceeds supply. "Sub-high-end and high-end products are more in line with the drinking needs of future consumers. Liquor is the healthiest of all distilled spirits, and high-quality liquor is an important demand of current consumers. " Sun, academician of China Academy of Engineering, president of Beijing Technology and Business University and vice chairman of chinese institute of food science and technology, said. It is difficult to get enough quotas for the revival version of Blue and White Liquor 30, which has become one of the regrets of most liquor dealers.

Under such a tight market supply and demand environment, how did the wine convenience get the attention of the top management of Fenjiu, so as to get the right to launch the 30-revival version of Blue and White Fenjiu in Henan?

Wine Convenience was established in February, 20 10. It adopts the online and offline integrated operation mode of "Internet platform+call center+physical store +20 minutes delivery", which is undoubtedly a new technology retail platform that accurately grasps the new opportunities of Internet platform.

As the first "internet plus" new retail platform in China, Wine Convenience attaches great importance to the collection and analysis of customer big data. With the online and offline integrated business model and targeted stable customers, Wine Convenience has a large number of concentrated high-end customer groups, which coincides with the market positioning of Blue and White Fenjiu 30 Fuxing Edition.

Fenjiu fancy is the advantage of convenient wine.

The collision between the two manufacturers made Fenjiu actively integrate into and embrace the spring of science and technology, and also actively practiced the spirit of "deeply implementing the three-year reform of state-owned enterprises, making them stronger, better and bigger" as state-owned capital and state-owned enterprises. The strong combination of Fenjiu and wine convenience is a bold attempt and a responsible performance, a choice of the development of the times, and shows the forward-looking vision of senior leaders of Fenjiu.

Today, there are nearly 180 stores in the province, and the total number of members in the country exceeds 4 million, including more than 60,000 consumers of alcoholic beverages. Fenjiu, which is located in the convenient sales range of wine, whether it is Bo powder with a price close to the people or high-end blue-and-white Fenjiu with a price of more than 1,000 yuan, will be planned according to the customer needs corresponding to big data: the sales crowd of Bo powder is characterized by a large number of members, and the users of blue-and-white sales crowd are very sticky.

This business model, which directly faces consumers and can observe the dynamics of big data at any time, has become a remarkable feature that distinguishes wine convenience from many domestic distributors. From June, 5438 to February, 2020, when Chairman Li Qiuxi visited the wine convenience store, he specially observed the operation mode of wine convenience big data. When he learned that through the big data analysis of wine convenience, he could know the preferences of Fenjiu members, know when and where to order wine, and observe the demand characteristics of members for different wines at any time, he greatly appreciated the combination of big data and Fenjiu.

From 2065438+July 2008, the cooperation strategy between Fenjiu and Liquor Convenience was officially launched, and the turnover of Liquor Convenience was increasing every year. According to Ms. Yang Xuan, Liquor Convenience began to sell the full range of Fenjiu from July 2065438 to July 2008, and the sales in that year reached 27 million. 20 19 year-on-year growth rate reached 45%; In 2020, the chain growth rate will reach 32%; In 2002 1 year, the company's sales sprint1100 million yuan, and strive to achieve the goal of liquor sales of 200 million yuan by 2023.

Fenjiu provides a solid upstream support for liquor convenience, which provides a wide omni-channel sales network for Fenjiu. The two promote each other and win-win cooperation. Fenjiu is hunted in the domestic high-end liquor market, and the wine flag is hanging high.

Blue-and-white Fenjiu 30 Revival Edition, defined by Fenjiu as "the pioneer of the second revival of Fenjiu", has become the most watched role in the Blue-and-white Fenjiu series in the past year. Blue and white has become one of the most representative series of Fenjiu in the market competition.

With the slogan of "Target Maotai, Two-wheel Drive, Catch Up with Ten Years" put forward by Chairman Li Qiuxi, the blue and white series, as a symbol of the high-end quality of Fenjiu, shoulders an important mission and great expectations. Only by increasing the sales proportion of blue and white series in the whole series of Fenjiu as soon as possible can Fenjiu reach the goal of "20 billion" faster.

Different from the general public's perception of the retail industry, in the cooperation between Fenjiu and wine convenience, blue and white series accounts for 64% of the total sales of wine convenience Fenjiu, while Bofen, which should be the main retail target, only accounts for 22%. Ms. Yang Xuan told us that in 2020, among the total sales of Fenjiu in Henan, the sales volume of Fenjiu was about 6.5438+0.33 million cases, accounting for 35% of the sales volume of Fenjiu in that year. However, Bofen, whose wine convenience is lower than the average market level, has successfully completed the market expectation and has been recognized by peers and liquor executives for many times.

The complexity of brewing technology provides healthier products for the society, and the development of social economy makes consumers have higher expectations for products. More people are willing to choose a better and healthier mid-to high-end series of Fenjiu. It is foreseeable that the future will be the main position of high-end wine. Reducing the proportion of ordinary series of Fenjiu in sales and vigorously developing the middle and high-end market of Fenjiu are the choices of consumers, the goals pursued by Fenjiu executives and the only way for Fenjiu to adapt to the development of the times.

"The development process of an industry is such a law: whoever does well will learn from him." President Li Qiuxi said. Before the release of the 30-year revival edition of Blue and White Fenjiu in Henan Station in 2020, Chairman Li Qiuxi came to Henan, and just got off the train, he personally went to the Maotai Experience Hall and the Liquor Learning Experience Hall in Zhengzhou to observe the feelings, which made Henan wine merchants see the pragmatic spirit of Fenjiu executives. According to Ms. Yang Xuan, Chairman Li Qiuxi has not been to Henan for more than three years. When he came here this time, he expressed two unexpected things: first, he didn't expect Henan to change so much; Second, I didn't expect the wine convenience company to use the amazing effect of big data and customer stickiness and the speed and convenience of serving customers.

"The real value of wine convenience is to serve our consumers well, and the word' service' is very important." Ms Yang Wei stressed. When Li Qiuxi, the chairman of the board of directors, visited the wine convenience, he asked Wang Xue, the chairman of the wine convenience, why he insisted on the concept of "20 minutes delivery".

Chairman Wang told everyone with his own personal experience, "At a party and dinner, four cold dishes can be served before chopsticks can be moved. Generally, it takes 8 to 12 minutes to finish four dishes, which limits the time for delivering wine." If it exceeds, it will make the guest's experience worse and meaningless. "

This concept of "20 minutes delivery" has always been adhered to by wine convenience. Every wine dealer should bring the cash provided by the company before leaving. If the delivery time exceeds 20 minutes, he should take the initiative to pay cash compensation in proportion to the price of the wine and the overtime. Jiang Hui, secretary-general of Henan Liquor Industry Association, personally followed the wine convenience delivery staff to experience the delivery process. Efficient delivery made him compare wine convenience to a "fire brigade". In Zhengzhou market, the proportion of wine convenience "20 minutes delivery" has reached 98%.

From this point of view, the cooperation between Fenjiu and wine convenience is the choice of strong alliance, the choice of injecting big data vitality into Fenjiu, the choice of revitalizing the high-end market of Fenjiu, and the choice of implementing the new strategic positioning of Fenjiu "the soul of Chinese wine, taking life as the soul".

"Running a business is to run an idea; Changing an enterprise is to change an idea. " The three-year pilot reform of liquor has been successfully completed, and the spread of the new picture scroll in the 14 th Five-Year Plan is still infinitely beautiful.

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