Sensitive period: liquor industry held T9 summit, how do the giants view the current situation?

On April 12, the 13th China Liquor T9 Summit, sponsored by China Liquor Industry Association and hosted by Shanxi Xinghuacun Fenjiu Group, was held in Taiyuan, Shanxi Province, with the theme of "building confidence, consolidating the source and improving value".

At the meeting, the China Liquor Industry Association joined hands with nine enterprises, including Maotai, Wuliangye, Yanghe, Luzhou Laojiao, Fenjiu, Gujinggong, Langjiu, Xijiu and Jiannanchun, to discuss the changes in the industry pattern under the new cycle and talk about the high-quality development of China's wine industry.

01
The changes of the times give birth to the "new era" of wine industry"

2023 is the first year of full market liberalization. This year, the wine industry did not usher in the ideal consumption recovery. Destocking and price inversion have become two high-frequency words in the liquor industry.
Recently released industrial data also show that under the background of economic slowdown, weak consumption and overcapacity, the total amount of wine making in the past seven years has continued to decline, while the number of enterprises, sales revenue and profits have increased to varying degrees. The trend of strong concentration, strong differentiation and strong extrusion is more obvious, and industrial adjustment has entered the deep water area.
In the view of Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, "Regarding the decline in production capacity, output, and the slowdown in sales, some people think that these problems are caused by the cyclical adjustment of the industry, but I think this is not a cyclical problem. It's a matter of the times."

Ding Xiongjun, Party Secretary and Chairman of Maotai Group

In the past, the cyclical laws of the liquor industry were often closely related to the laws of national industrial investment, such as industrial investment in real estate, which was the cyclical adjustment of the liquor industry brought about by the investment-driven economy. At present, the national economy is in an era of transformation, and economic growth is changing from investment-driven to innovative-driven. The whole era has undergone profound changes. For the liquor industry, consumers are also paying more and more attention to the function, health, and spiritual value of products. "Triple attributes", more pursuit of product cost-effectiveness, thus reflecting the coexistence of consumption "upgrade" and "downgrade. The change of the times brings new challenges, but also breeds new opportunities. Therefore, this era is a new era for China's liquor industry.
This view coincides with the view of Song Shuyu, chairman of the China Liquor Industry Association. "Under the background of industrial competition entering a new stage, consumers' demand for products will rise from the characteristics of price, face, emotion, and public demand. To multiple value needs such as personality hobbies, spiritual resonance, extreme cost performance, cultural connotation, and emotional expression."
Song Shuyu believes that throughout the wine industry, in the post-epidemic consumption momentum is insufficient, the impact of the international wine industry, industrial differentiation intensified, market differentiation, channel differentiation intensified, alcohol consumption demand differentiation, a table of a wine era is coming to an end, a table of a few kinds of wine era is coming.

02
Focus on "unchanged" and strictly abide by the quality barrier

In the new era, every enterprise is facing a new consumer group, which needs to adapt to the new consumer demand and accept the test of the new era.
In the view of the senior officials of wine enterprises attending the meeting, no matter how the consumption habits change, the public's pursuit of high quality life will not change, and the demand for wine and food will not change.
Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.), said in his speech that based on the perspective of long-term value doctrine, we must firmly focus on meeting the needs of the people for a better life, and focus on key areas and key links to carry out value creation actions. Lead the industry through the cycle.

▲ Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Stock) Company

Brewing good wine and keeping good wine and continuously improving product quality must be the "top priority".
Yuan Qingmao, Secretary of the Party Committee and Chairman of Fenjiu Group, "Under the great changes on the demand side and the supply side, only by brewing good wine, storing old wine, selling good wine, brewing better wine, storing older wine, and selling more beautiful wine, can there be a future."

Yuan Qingmao, Party Secretary and Chairman of Fenjiu Group

"The social economy is constantly changing. But the essence of consumers' pursuit of a better life has not changed. They have higher requirements for liquor quality, better brand and higher pursuit for taste." Lang wine group company, Lang wine company chairman Wang Junlin said, quality is fundamental. Lang wine must be hard to make wine, good wine. Always put quality first.

Wang Junlin, Chairman of Langjiu Group Company and Langjiu Co., Ltd.

Zhang Liandong, Secretary of the Party Committee and Chairman of Jiangsu Yanghe Distillery Co., Ltd., "No matter how the external environment changes, Chinese liquor is still based on the three footholds of'high high quality, high cost performance, and high-quality development. The first is to insist on building high quality products. Wine is a" perceptual food ". Whether it can provide high-high quality and high-taste products to consumers, so that everyone can truly perceive from the products that the quality is continuously improving and the experience is continuously improving. It is not only related to the expectation of consumption, but also related to the enterprise. Confidence in development."
Xu Zhancheng, chairman of the board of supervisors and chief engineer of Sichuan Jiannanchun (Group) Co., Ltd., said that what is inherited is the classics, what is innovative is the characteristics, and what is improved is the quality.

▲ Xu Zhancheng, Chairman of the Board of Supervisors and Chief Engineer of Sichuan Jiannanchun (Group) Co., Ltd.

03
Hot discussion on scientific and technological innovation to promote the re-upgrading of industrial value

In addition to attaching importance to quality, scientific and technological innovation and new quality productivity are also the high-frequency words of the summit. Science and technology is the primary productive force. For the traditional wine industry, scientific and technological innovation has always been the weight force to promote industrial progress.
Song Shuyu believes that the brewing of Chinese liquor has a high degree of technological complexity, a large number of microorganisms involved, and a wide range of disciplines involved. The numerous factors affecting the quality of brewing can be said to be the most in all bioengineering fields in the world.

Song Shuyu, Chairman of China Liquor Industry Association

At the scene, senior executives of many enterprises, including Maotai, Wuliangye, Luzhou Laojiao and Jiannanchun, mentioned the importance of scientific and technological innovation to quality upgrading and industrial upgrading.
Zeng congqin said that famous liquor enterprises should play a leading and exemplary role in the wave of intelligent transformation of liquor industry, adhere to the combination of tradition and innovation, actively use the new generation of information technology to promote production efficiency improvement, management process optimization and business model innovation, and strive to improve the total factor productivity of the industry.
Liu Miao, Secretary of the Party Committee and Chairman of Luzhou Laojiao Group (Stock) Company, said, "Facing the future, Luzhou Laojiao will join hands with other brother companies to promote more market-oriented, industrial upgrading, and intelligent transformation by improving the transformation mechanism of scientific and technological achievements. The application of scientific and technological achievements turned into targets has been implemented, and the overall level of high-end, intelligent and green liquor has been improved."

▲ Liu Miao, Secretary of the Party Committee and Chairman of Luzhou Laojiao Group (Stock) Company

Liang Jinhui, Secretary of the Party Committee and Chairman of Gujing Group Co., Ltd., said that it is necessary to consolidate the source of innovation, base on tradition, keep integrity and innovation, be good at developing and using new quality productivity, and consolidate the foundation for high-quality development.

Liang Jinhui, Secretary of the Party Committee and Chairman of Gujing Group Co., Ltd.

Xu Zhancheng believes that for the liquor industry, new quality productivity is not only a new driving force for the development of Chinese traditional liquor industry to high quality, but more importantly, on the basis of stabilizing the origin and deeply cultivating traditional industries, the elements of high-tech or new quality productivity are used to empower traditional industries and realize in-depth transformation and upgrading.

04
Crisis is also a new opportunity for the industry has arrived.

The current liquor industry has entered a new stage and is undergoing an important transformation from the pursuit of growth rate to the improvement of growth quality. While the development of the industry is facing many difficulties and challenges, the liquor industry is facing a series of structural growth opportunities, and the leaders at the meeting reached a consensus on this.
Song Shuyu judged that a new pattern of strong differentiation of the industry has gradually formed, differentiation will give birth to new opportunities for industrial development, strong concentration continues at the same time, contains new opportunities for differentiation. Consumers' pursuit of a better life remains unchanged, interpersonal communication and business needs remain unchanged, drinking time may increase, and new magnitude growth is imperative. At the same time, the industry to the advantages of production areas, head enterprises, wine brands concentrated trend further revealed. The competition of the whole product line of famous wine is accelerated, the squeeze growth accelerates the differentiation of the industry, and the industrial concentration is further intensified.
Zhang Liandong said that at present, Chinese liquor has entered a high-quality development stage of "stock competition, structural growth, and brand concentration. A series of adjustments such as "category upgrade, brand iteration, technological innovation, and capital guidance" are all affecting the development of the liquor industry. It can be said that "the short-term is not pessimistic, and the long-term is more optimistic".

Zhang Liandong analyzed that from the production side, "internal volume" has become a hot word in the industry. Under the development of the new round of cycle, the liquor industry is showing the coexistence of "big and strong" and "small and beautiful", and is ushering in a new spring; from the consumer side, consumption is no longer just to meet practical needs. Chinese liquor is showing "internationalization, diversification, high-end, low-level, healthy and integrated, with the trend of" younger, artistic, intelligent and ecological ", China's liquor industry is ushering in a new world.

Ding Xiongjun advocates promoting the sustainable development of Chinese liquor with "aesthetic" practice, adapting to and leading the "beautiful era" of Chinese liquor, leading the new identity of liquor culture from inheritance, creating new experience of liquor consumption from scenes, and leading the new fashion of liquor drinking from life, so that more and more people can recognize and identify with Chinese liquor, experience and fall in love with Chinese liquor, and constantly expand new consumers, promote the sustainable and healthy development of Chinese liquor industry.

Wang diqiang, deputy secretary of the Party committee and general manager of Xijiu group, believes that at present, new productivity of liquor industry is emerging, new consumption trend is emerging, and the development pattern, competitive environment and marketing mode of liquor market are undergoing profound changes.

▲ Wang Dizhong, Deputy Secretary of the Party Committee and General Manager of Xijiu Group

In response to the above background, Wang Dizhang further stated that it is necessary to continue to promote the "quality clarity" of Chinese liquor, and use easy-to-understand language to explain the cultural and technical connotation of Chinese liquor to global consumers from a scientific level. At present, the domestic consumption of international distilled liquor is becoming more and more popular. The test behind the competitiveness of Chinese liquor is cultural endurance and cultural wisdom. This requires us to strengthen unity and cooperation, strengthen cultural confidence, road confidence, and jointly promote Chinese liquor industry culture. From the "corporate culture era" to the "industrial culture era".
With the successful conclusion of the 13th China Liquor T9 Summit, the blueprint for the future development of the liquor industry has become clearer. Under the guidance of the common concept of "building confidence, strengthening the source and improving value", the liquor industry giants have shown firm confidence and clear direction for the future development of the industry. 2024 is a key year for the implementation of the "14th Five-Year Plan". China's wine industry has ushered in a new historical opportunity and will continue to move forward on the road of high-quality development.

Wen | Micro Wine Team