What is the specific history of Wuliangye brand culture development?

In order to develop healthily and continuously in the increasingly competitive liquor industry, Wuliangye (35.94, 0.48, 1.35%) Group Company put forward the slogan of "from brand to culture" in 2006. Around this slogan, the group company began a series of brand operations, relying on the profound Wuliangye wine culture to create "cultural wine" in order to realize the market transformation from brand culture to cultural brand.

In June 2006, Wuliangye held the "First China Liquor Culture Revival and Brand Building Seminar"; In August, 2006, Wuliangye liquor became the only sacrificial liquor in the Confucius Temple Ceremony in Qufu in 2006. In September, Yibin Municipal Government of Sichuan Province and Wuliangye Group Co., Ltd. announced in Beijing that Wuliangye Group's "Ancient Pit Pond and Traditional Brewing Technology in Ming Dynasty" project was officially launched; On June+10, 5438, Wuliangye and Carrefour (China) Co., Ltd. jointly held the first Wuliangye Carrefour Liquor Culture Festival.

Combined with the historical tradition of Chinese wine culture, Wuliangye launched a series of cultural marketing activities, showing the wine culture thought of "moderation, harmony, alcohol and strong", which aroused widespread concern in society. At the same time, Wuliangye Group Company also adjusted its product structure and operation structure in time to fundamentally ensure the healthy development of brand resources and marketing team of "cultural wine".

In addition, Wuliangye also put forward the concept of building a new brand operator of Wuliangye, and put forward the standards of new brand operators. By constantly strengthening the management and adjustment of brand operators in various regions of the country, and through training and exchanges, brand operators and Wuliangye Company are consistent in the cultural strategic direction, forming a good control over Wuliangye brand operators and terminal markets, and the market competitiveness is greatly improved.

After more than a year of "cultural wine" operation, the sales of 80% Wuliangye brand operators increased by more than 30%; Sales of mid-priced brands increased by 8. 12% year-on-year, and sales increased by 5.96% year-on-year; Compared with the same period of last year, Wuliangye brand operators with sales exceeding 100 million have doubled. Wuliangye Group has achieved many historic breakthroughs: the brand value reached 35.826 billion yuan, the sales volume and sales volume increased by nearly 50% compared with 2005, the export volume continued to occupy 90% of the domestic overall industry, and the production and sales volume ranked first in the national liquor industry for many years. (

Wuliangye occupies a very important position in China market and is an outstanding representative of Luzhou-flavor liquor. It is made of sorghum, rice, glutinous rice, wheat and jade Wuliangye rice, which are fermented in old pits, aged for many years and carefully blended. She is famous for her unique style of "long aroma, mellow taste, sweet taste, clear throat and refreshing taste, harmonious taste, just right taste and comprehensive wine taste", and is often used as a popular choice for festive banquets and gifts to relatives and friends. In the past few years, Wuliangye brand ranked first among the "most valuable brands" in China liquor manufacturing and food industry. In 2004, its brand value reached 30.682 billion yuan, which has the influence of leading the market. At the end of 2004, Wuliangye ranked first in the national liquor appraisal.

Needless to say, "Five Grains Culture" is the representative of China's 5,000-year farming culture. The integration of Chinese wine culture and China culture can not help but arouse people's endless reverie. According to Mr. Liu Zhongguo, deputy general manager of Wuliangye Co., Ltd., the new 68-degree Wuliangye base wine comes from the 600-year-old cellar of Wuliangye Group, and its value can be comparable to that of national cultural relics; Its production team is composed of elite soldiers of Wuliangye production team. Wuliangye mobilized the cooperation of production system, product research and development system, 506 workshop, publicity system and material procurement system, which was almost a "full-body effort" to brew.