This dealer conference, Guizhou sauce wine group how to strengthen confidence, open a new bureau?

On January 16, the first distributor conference of Guizhou sauce wine group with the theme of "quality of state-owned enterprises and paying tribute to success" was held in Guiyang.

Zhang Yulin, Deputy General Manager of Guiyang Production Control Group, Cheng Sanzhi, Executive Vice President of Guizhou Liquor Industry Development Promotion Association, Lu Ning, Member of the Party Group and Deputy District Mayor of Nanming District People's Government, Liao Wenhao, Member of the Party Group and Deputy District Mayor of Wudang District People's Government, Guizhou Aviation Food Co., Ltd. Wang Yongjun, Chairman of Shengchu Consulting, Chai Jun, Secretary-General of Shenzhen Liquor Industry Association Yang Kejian and other important guests attended the three years.

Learned from the scene,In 2023, the number of national distributors of Guizhou Sauce Wine Group increased 3.7 times year-on-year, and the contracted amount increased 6.9 times year-on-year. On the occasion of the first release of the third anniversary of high-quality development results, Guizhou Sauce Wine Group Group has also officially become a member of the China Wine Industry Association.

▲ Zhang Yulin, Deputy General Manager of Guiyang Production Control Group

Zhang Yulin, deputy general manager of Guiyang production and Control Group, said in his speech, "over the past three years, while persisting in doing a good job in base construction, product production and quality control, Guizhou Sauce Wine Group has made great efforts in 'product development, brand promotion, market promotion' and other aspects, deepened the trust of dealers through the endorsement of state-owned enterprises, and has fully entered the national layout, forming a 'multi-wheel drive' of the sauce wine industry ', corporate influence continues to increase."

01
First three-year summary report

Market Work Full Landing and Blossoming

▲ Xiong Kun, Secretary of the Party Committee, Chairman and General Manager of Guizhou Sauce Wine Group

At the meeting, Xiong Kun, Secretary of the Party Committee, Chairman and General Manager of Guizhou Sauce Wine Group, released the "Third Anniversary High Quality Development Report" of Guizhou Sauce Wine Group for the first time. He concluded,"The past three years have been three years for Guizhou Sauce and Wine Group.”

Specifically, Guizhou Sauce and Wine Group has not only become more mature in terms of channel system, brand promotion, product construction, etc., but also more effective in cultivating consumers. More importantly, in the face of industry adjustments, the original intention remains unchanged, and it is still firm. Choose to walk the sauce and wine track and embrace long-termism.

In terms of channels, Guizhou Sauce Wine Group takes "traditional channel distributors, chain liquor stores, large platform e-commerce" as the horizontal layout core, and "community group buyers" as the vertical layout core to build channel marketing in a three-dimensional and matrix manner. In terms of products, through the strategy of "standard products and non-standard products", Guizhou Sauce Wine Group has led the development of three standard product series of "expensive sauce order", covering multiple price segments, non-standard products take cultural and creative products as the starting point, and jointly develop with partners by borrowing advantageous resources; in terms of communication, with Guiyang as the core, it has entered the core liquor markets of Guangdong, Henan, Shandong, Jiangsu and other liquor markets for accurate publicity. In the past three years, the group and its products have won 16 well-known awards in the industry, and the brand and product quality have been certified by the industry authority.

While the above-mentioned market work is making great strides, Guizhou Sauce Wine Group has never ignored the importance of product quality, and controls the quality of every production link such as raw grain, brewing, base wine storage, and packaging.

Following the completion of the integration of the two major wine enterprises in Maotai Town in 2022, Guizhou Sauce Wine Group last year built 6000 mu of organic red tassel glutinous sorghum in Legeng Village of Zunyi City as a demonstration base, extending the quality foundation to the fields. In addition, Guizhou Sauce Wine Group's two finished wine filling production lines with an annual output of 10000 tons in Nanming District, Guiyang City have also been completed and put into production, with a complete industrial chain to continue to empower the group's high-quality development.

In terms of brand promotion, in 2023, Guizhou Sauce and Liquor Group organized and participated in government-organized promotion activities such as Guizhou Famous Liquor Promotion Conference, Guizhou Famous and Excellent Commodity Exhibition, Guizhou Guiyang City Brand Promotion Conference, and held various investment promotion tasting meetings. Lay a solid foundation for the all-round layout of the market. At the same time, Shengshi Maotai Pavilion and regional listing will also blossom and land in the country one after another, widely praised.

02

Release of Product Quality Control Guidelines

Escort for the quality of state-owned enterprises

For the rapidly growing Guizhou Sauce Wine Group, it is very important to do a good job in product quality, which is not only the foundation of the survival and development of the enterprise, but also its quality commitment and corporate responsibility to consumers as a state-owned enterprise.

Song Hongbin, Chairman of Guizhou Sauce Wine Group Production Company

Based on this,Song Hongbin, chairman of Guizhou Sauce Wine Group production Company, issued the "Guizhou Sauce Wine Group Product quality Control guidelines" on the spot, making every effort to promote industrial scale and standardization, and interpreting the sense of mission and responsibility of "produced by state-owned enterprises, quality responsibility" with practical actions.

It was learned from the scene that the "Product Quality Control Guidelines" further optimized and improved the production process from nine aspects, including the location of the production area, the scale of the base wine production base, workshop standards, raw material standards, brewing techniques, base wine storage, wine body design, finished wine filling and product standards, to protect the quality of state-owned enterprises.

In the product standard, there are strict regulations on the four products of your sauce series. For example, for the high-end old sauce root, the old base wine with more than 15 years of age should be selected for blending, and the overall weighted year of the wine body is 20 years. The green sauce root with the second highest grade is selected for 8 years of base wine blending, and the overall weighted year of the wine body is 10 years.

Cheng Sanzhi, executive vice president of Guizhou Liquor Industry Development Promotion Association, also stressed the importance of creating high quality products in his speech. "As the Maotai-flavor liquor market enters a new stage of scale, branding and nationalization, quality and brand are becoming more and more core competitiveness, and excellent base liquor stock and quality technology accumulation are the basis for enhancing the market competitiveness of enterprises."

▲ Chai Jun, Chairman of Shengchu Consulting

Chai Jun, chairman of Shengchu Consulting, said in the sharing,"Liquor is one of the few counter-cyclical growth industries. Companies that can go through the cycle rely on insisting on doing difficult and correct things. Improving quality and expanding production capacity are the top priorities.”

In the eyes of the industry,Guizhou Sauce and Wine Group issued the "Product Quality Guidelines" on the one hand to put quality first and long-termism to a new height, giving dealers a "reassurance", on the other hand, this move also played a leading role in state-owned enterprises., Helps to enhance the company's voice and influence.

03

2024 Efforts to Build "Three Shuang" System

Let the resources move.

At the end of the year, it is often a time for enterprises to sum up the past and look forward to the future. In the eyes of industry insiders, this dealer conference is of great significance to Guizhou Sauce and Wine Group. First, this is the first time that the shipping company has demonstrated its strategic thinking and path planning in an all-round way in three years. Second, after the industrial adjustment period in 2023, dealers are generally confused about the prospect of Sauce and Wine. At this time, speaking out is conducive to clarifying their thinking and strengthening their confidence.

As we all know, in the past two years, the heat of sauce and wine capital has begun to fade, practitioners and consumers have become more rational, and the industry has gradually entered the midfield stage.

In Xiong Kun's view,The sauce wine outlet is still there, but there has been a huge turn. The population of sauce wine consumption is still expanding, which is different from the overall trend of 'volume reduction and price increase' of liquor. The rise of sauce wine is not simply a rise of flavor, more importantly, the overall upgrade of liquor quality, there is long-term irreversibility.

Therefore, the upcoming 2024 is extremely critical to the sauce wine industry, as is Guizhou sauce wine group. In response to the 2024 development, Xiong Kun said,"In the future, Guizhou Sauce Wine Group will base itself on the whole industrial chain system of the base market, gather along the chain, gather in groups, create "refreshing" products, "refreshing" culture and "refreshing industry" mode, and build "three refreshing" system of Guizhou Sauce Wine Group in an all-round way.”

The key content lies in the following three points. First, it is to strengthen the supervision of brewing technology and wine body quality, continuously upgrade to build a talent team for blending and evaluation, and promote the continuous upgrading of products. The second is to focus on the successful wine positioning, focusing on the scene of commercial wine and public wine, reflecting the responsibility of state-owned enterprises in "big country quality"; The third is to build a marketing system with dealers as the core, establish the service consciousness of "pro-business" and "rich business" to truly realize the fate of manufacturers.

Guizhou Sauce Wine Group will build an innovative distribution model of "One Business N Store" and a channel development model of "Two-wheel Drive. "One Business" refers to a joint venture platform led by high-quality distributors, and "N Store" refers to N Store's shareholding. Through business introduction and business promotion, more willing and capable new partners can join in and work hard together to gain market share. In the future, the core channel strategy of "group buying first in circles and cultivation of public banquets" will be adopted to enhance the growth momentum.

"The quality of state-owned enterprises pays tribute to success." In the past three years, Guizhou Sauce and Wine Group has taken root in Guiyang and moved forward, continuously improving product quality, consolidating the channel foundation, and reaching a unified development consensus with manufacturers, which has helped the company embark on high The road to quality development. Looking forward to 2024, under the leadership of the China Liquor Industry Association, driven by the upgrading of soy wine production capacity and policy support, it is believed that the road ahead of Guizhou soy wine group will be firmer and more stable than ever before.