Special topic: 2024 Round Table on the Development of Guizhou Liquor Enterprises

Guizhou liquorGpokerIs becoming the territory of Chinese spiritsGpokerIn 2024, Guizhou Province proposed for the first time to build a 300 billion grade Maotai-flavor liquor industry cluster by 2027. Under this goal, how to achieve sustainable and high-quality development of Guizhou liquor has attracted much attention.

On May 27th, the 2024 Round Table on the Development of Guizhou Liquor Enterprises with the theme of "defending, innovating and protecting Guizhou Liquor Brands, gathering Intelligence and strengthening advantageous Industrial clusters" was held at Maotai International Hotel, as the head brand of Guizhou Liquor. Xi Liquor Group, which was recently upgraded to "provincial management of large-scale enterprises", also presented a "liquor-learning plan" at this important annual event of Guizhou Liquor.

Wang Diqiang, deputy secretary of the party committee and deputy general manager of Xijiu Group, said that Guizhou liquor enterprises should strengthen four self-confidence, adhere to four directions, uphold integrity and innovation, and work together to build an important liquor production base in the country.

Out of acceleration in 2023, Guizhou liquor has a strong momentum.

"Guizhou liquor has a strong momentum of development." Wang Diqiang said that especially under the goal of Guizhou Province to build a 300 billion-grade Maotai-flavor liquor industry cluster in 2027, it indicates that the high-quality development of Guizhou liquor will continue to maintain a good momentum.

In recent years, under the guidance of Maotai, Guizhou liquor has achieved great-leap-forward development, even in the deep adjustment period of the industry, the performance of Guizhou liquor is still strong. Wine producers have learned that in 2023, the added value of the liquor industry in Guizhou Province will increase by 10%.Gpoker.7%.

"in the period of deep adjustment of the industry, it has achieved forward and upward development, and further consolidated and promoted its important position in the national liquor industry." In Wang Diqiang's view, behind the brilliant performance of Guizhou Liquor in 2023 is that the development of Guizhou Liquor has gone out of the "acceleration" and stabilized the "basic plate". At present, Guizhou Liquor is showing a comprehensive development trend of multi-efforts and fine ploughing.

The wine industry has learned that by 2023, Guizhou Liquor has 1 100 billion liquor enterprises, 2 10 billion liquor enterprises, 9 billion liquor enterprises, 32 billion yuan liquor enterprises, and more than 180 liquor enterprises. With Maotai as the "mother ship", the "brand fleet" is composed of Xi Liquor, Guotai, Zhenjiu Liquor, Dongjiu Liquor, Jinsha, Diaoyutai, Xiaomixian, Guizhou Alcohol Liquor, Guijiu Liquor, Sanke Junfeng, Guizhou Wangjiu Liquor Industry and other brother enterprises. The brand of "Guizhou Liquor" is also getting louder and louder, and the status of Guizhou Liquor as the main producing area is gradually formed.

Wang Diqiang said that by 2024, there will be both challenges and opportunities in the liquor industry. In terms of challenges, demand is declining, and "high inventory" has become an urgent problem to be solved; in terms of opportunities, the fundamentals of the liquor industry continue to improve, especially with the recovery of consumption scenes such as banquets and gatherings of relatives and friends. Liquor production regionalization development, digital transformation accelerated, providing the industry with a broader market space and new development opportunities.

"generally speaking, the favorable conditions for the development of the wine industry are stronger than the unfavorable conditions, and the basic trend of long-term improvement has not changed." Wang Diqiang said that the development momentum of Guizhou liquor is still strong. 2024 is not only a key year for the realization of the 14th five-year Plan, but also an important year for Guizhou to build a national important liquor production base. I hope that through this round table on the development of Guizhou liquor industry, let Guizhou Liquor become a more influential, more United, more competitive, more brand image of the industrial cluster.

The "Liquor training Plan" for the Development of Guizhou Liquor: four self-confidence + four directions

Under such opportunities and challenges, how can Guizhou liquor meet the challenges and seize the opportunities? Wang Diqiang gave the answer with "four self-confidence and four directions", combined with the development and thinking of liquor learning, and put forward a "liquor learning plan" for the high-quality development of Guizhou liquor.

"strengthen the four self-confidence, firmly establish confidence in the development of Guizhou liquor, adhere to the four directions, and take the road of high-quality development of Guizhou liquor." Wang Diqiang said that Guizhou spirits should strengthen self-confidence in producing areas, strengthen quality self-confidence, strengthen cultural self-confidence, and firmly develop self-confidence. Guizhou spirits should persist in building the core producing areas of the world's high-quality spirits, and adhere to new forces. to form liquor characteristics and new productivity, to adhere to the promotion of beauty, to create a fine wine life, to persist in expanding the circle with wine, to create Guizhou liquor fragrance business card.

Wang Diqiang said: at the production area level, in recent years, the comprehensive strength of Guizhou liquor production areas has been continuously improved, the brand effectiveness of Guizhou liquor production areas has been continuously strengthened, and the "brand fleet" of Guizhou liquor has grown day by day, which has created a prosperous Guizhou production area; at the quality level, Guizhou liquor standard system has been continuously improved and the brewing foundation has been continuously consolidated, which provides an important guarantee for "brewing Guizhou liquor". At the cultural level, Guizhou liquor culture is long and diverse, whether Maotai represents high-quality life, or liquor inherits excellent Chinese traditional culture, which not only satisfies people's yearning for a better life, but also wins the widespread love of consumers; at the level of development, liquor has unique spiritual, cultural and social attributes, with inexhaustible vitality.

On how to "persist in building the core production areas of high-quality spirits in the world", Wang Diqiang said that first of all, we should forge a consensus that the Guizhou Liquor Fleet is a development community led by Maotai and developed hand in hand by all brother enterprises. Secondly, we should adhere to the two routes of quality and culture, that is, the "quality line" expressed by Guizhou wine and the "cultural line" with the characteristics of the producing area.

In the aspect of "persisting in using new forces to form new productivity with liquor characteristics and new quality", Wang Diqiang proposed that we should start from three aspects: innovation-driven, digital transformation and green development. strengthen the source function of scientific and technological innovation, strengthen the innovation and application of digital technology, and speed up the green transformation of development mode.

In the aspect of "persisting in promoting beauty through integration and creating a good life of wine", Wang Diqiang proposed that Guizhou liquor can make Guizhou liquor an important part of consumers' better life from three aspects: consumption demand, consumption scene and consumption path. The first is to actively create diversified and personalized products in line with the concept of modern health; the second is that immersive consumption has become a new trend and explore new consumption scenes; and the third is to promote the cross-industry and cross-industry value of liquor through the multi-format development path of "liquor +", such as liquor culture and travel.

In the aspect of "persisting in expanding the circle with wine and creating the fragrant business card of Guizhou liquor", Wang Diqiang believes that Guizhou liquor can be promoted to the world from three aspects: establishing consumer awareness, exploring the international language of liquor, and carrying forward liquor culture. While deepening the international impression of Guizhou wine and establishing the international language of Guizhou wine, we should also show Chinese wine culture and food culture to the world and do a good job in the dissemination of Chinese excellent traditional culture through multiple forms such as "wine + food + culture".

Follow the "wine practice" of the principle of high-quality development

In April this year, Xijiu Group was officially upgraded to a "province-administered freshman enterprise", which is not only a recognition of the development achievements of Xijiu Group since its establishment, but also an expectation that Xijiu Group should undertake more mission of Guizhou liquor development in the future.

In recent years, Xijiu has adhered to the road of "high-quality development" and achieved great-leap-forward development. it took only two years from 10 billion in 2020 to 20 billion in 2022. In the great challenge in 2023, Xijiu still achieved double-digit growth and stood firm at 20 billion, becoming one of the top eight brands of liquor in China.

In fact, the "four directions of doing well the road of high-quality development of Guizhou liquor" shared by Wang Diqiang is also the practice of liquor-learning in recent years. Under this direction and path, liquor-learning has made the above achievements, which undoubtedly provides an effective reference for the high-quality development of Guizhou liquor.

According to Wang Diqiang, in terms of quality, Xi Liquor always adheres to the whole process quality control, and a relatively clear quality expression system is established by constructing microbial pedigree and optimizing the characteristic brewing technology of Xi Liquor. At the same time, the activities of returning to the factory and wine tasters are carried out in the way of "please come in and go out", so that consumers can personally experience the quality of learning wine.

In the aspect of culture, Xijiu also expounds the producing area culture with ecological background and "lover" spirit, and spreads and practices the producing area culture through the activities such as the parade of traditional culture of Jun tasting wine and the caring action of forest rangers in Chishui River Basin.

In the three major fields of innovation-driven, digital transformation and green development, Xijiu can be regarded as an example of Guizhou liquor brands. Wine industry experts have learned that in recent years, Xi Liquor has strengthened cooperation with colleges and universities, set up research institutes for innovation and development, strengthened the tackling of core technologies, and enhanced the "scientific and technological strength" of the industry. In the aspect of digital transformation, Xi Liquor has actively explored the path of digital transformation, using "5G + digital factory", online wine raw material base management platform, digital marketing platform and other systems to promote the digital transformation of the whole industry chain. In terms of green development, Xijiu also issued the "2023-2027 Ecological Environment work Plan", focusing on the "double carbon" goal, the construction of ESG system, the treatment of three wastes and other eight aspects, to protect the green waters and green mountains of the Chishui River Basin.

In addition, wine also meets the needs of consumers by meeting new needs, exploring new scenes and expanding new paths, so as to promote beauty and create a life of wine and beauty.

It is understood that in recent years, Xijiu has launched mass consumer products such as Thanksgiving 98, round study wine and Zhijiao e-commerce products to meet the needs of multi-level consumption; in the consumption scene, it focuses on Chinese traditional culture, "eight joys of life" and other aspects. around family reunion, friends meet, sports events and other life scenes, made product appreciation and other tasting scenes In the path, practice wine online "Junpinghui" e-commerce platform to create a new ecology of online and offline consumption.