With the upgrading of consumption, the continuous expansion of middle-class consumer groups, especially the growth of young consumer groups, has directly promoted the differentiation and fission of traditional alcohol consumption, and alcohol consumption has entered an era of diversification and personalization. The upgrading of consumption diversification has promoted the upgrading of product structure, and the sales volume of sub-high-end liquor has shown explosive growth.
Benefiting from the upgrading of consumption and the change of consumption concept, the promotion of sub-high-end liquor has become the main thrust of the development of the liquor industry. For the sub-high-end market, the entire consumer market is gradually fragmented, and consumer demand is distributed in different scenarios. In this industry background, Golden Seed Liquor industry closely follows the consumption trend and develops new products of Golden Seed Fuhexiang, intending to launch a full impact on the sub-high-end liquor market by virtue of its differentiated category advantages.
So, can the golden seed fragrance open up a new situation for the golden seed?
Some industry experts said that the new round of development of the liquor industry will start from high-quality development, and the new round of growth of liquor companies will also start from the high-quality transformation and operation of enterprises. In the future market, competition will only become more and more intense, and wine companies must consolidate their core advantages in order to maintain their ability to stand firm in the external competition.
Golden Seed Wine, a listed company with multiple brands, has not been optimistic about its operation in recent years. How to get out of the disadvantage and achieve high-quality development has become the direction of Golden Seed's discussion.
Du Yiping, deputy general manager of Anhui Golden Seed Wine Co., Ltd. and general manager of Fuyang Golden Seed Fuhexiang Marketing Co., Ltd., put forward his own views on this, "From the fragrance, the aroma to the sauce, and the provincial wine companies in different regions are doing the exploration of the fusion of aromas, it can be seen that not only at present, but also in the future, multi-fragrance fusion will be an industry trend." ”
Image source: Network
On August 6, 2020, Golden Seed Wine's new strategic product Golden Seed Fuhexiang was listed, focusing on a price of more than 200 yuan, marking a solid step forward in The Sub-high-end Strategy of Golden Seed.
In Du Yiping's view, under the background of such an era, it is precisely in order to conform to the trend of the industry and meet the real quality return needs of high-end consumers for liquor, that the birth of golden seed fuhexiang has been born.
So, what is the quality code of golden seed fragrance?
It is understood that with the new way of quality expression, Golden Seed Fuhexiang focuses on creating personalized and differentiated products, taking advantage of the opportunity to awaken consumers' brand awareness of Golden Seed, facing the competition with innovative advantages, and constantly strengthening its category advantages under the trend of multi-fragrance integration. Golden Seed will continue to promote the "Horse +" strategy, empower Golden Seed to overtake in the curve and open a new highland of competition.
As a unique aroma type of golden seed that has been developed for many years, Fuhexiang uses sorghum, barley, wheat, rice, glutinous rice and peas as raw materials, which ensures the pure grain quality of Fuhexiang wine from the source, gives Golden Seed Fuhexiang wine a special aroma, increases the thickness and fullness of the wine body, and is more conducive to the rapid reproduction and growth of various winemaking beneficial microorganisms. Its "first smell of zhixiang pleasant, the entrance is fragrant and soft, the aftertaste sauce is rich" characteristics, won the recognition from experts, Chinese liquor industry tycoon Mr. Liang Bangchang gave the golden seed fuhexiang "aroma is rich and elegant, the wine body is rich and layered, the aftertaste is infinite" high praise.
In addition, the Golden Seed Ming Dynasty Ancient Cellar Pond has a history of more than 500 years, and is one of the oldest existing cellars in the Huanghuai area, with the longest continuous use and the most complete preservation of the Daqu wine fermentation cellar, and is known as "the first cellar in the Central Plains". The ancient cellar pond contains a large number of wine cellar muds called "soft gold", containing hundreds of beneficial microbiota, and it is the existence of these microorganisms that has achieved the excellent quality of the golden seeds rich and fragrant.
In April 2021, Golden Seed FuheXiang Liquor won the highest award for new liquor products in China , the "Green Drink Award" and a provincial-level new product in Anhui Province. At the same time, it has cooperated with more than 60 universities and research institutes to form 10 high-energy scientific research platforms such as China Fuxiang Liquor Research Institute and CNAS National Accreditation Laboratory, and formulated the industry's first "Fuhe Xiang Liquor Standard" to support Fu He Xiang product research and development and process innovation with strong scientific and technological strength.
Some industry insiders believe that under the current trend of consumption upgrading and consumption personalization and diversification, Golden Seed Fuhexiang may win the market with its unique fragrance categories and superb product quality, injecting new impetus into the development of Golden Seed brand.
Industry experts said that the current pattern of high-end liquor has slowly stabilized, and in the next few years, the pattern of sub-high-end liquor will be the focus of many brands' intensive efforts. Judging from the capacity of the entire sub-high-end liquor, it is currently about 40 to 50 billion, and the scale of 80 billion to 100 billion can be created in the next five or six years, that is, double the growth. Therefore, for sub-high-end liquor with strong historical and cultural heritage, this is a very good development opportunity.
In fact, for a long time, Golden Seed Wine has been a representative of affordable wine in Anhui, and cost-effective products within 100 yuan have contributed most of the market sales. However, with the change of industry trends, Golden Seed deeply realizes that the sub-high-end price band as a blue ocean market is an opportunity that cannot be missed for corporate brand value and future development. To this end, under the guidance of the strategy of "activating the stock and making the increment bigger", Golden Seed has launched a full impact on the sub-high-end.
In 2021, Golden Seed ushered in the double improvement of product sales and brand value in the rapid development, and achieved a good start in the "14th Five-Year Plan". It is understood that from January 1, 2021, Golden Seed Liquor industry will increase the price of its strategic new products Fuhexiang Fu 15 and Fuhexiang Fu 20, with the purpose of accelerating the construction of Golden Seed Fuhexiang series products into a strategic single product of Anhui's sub-high-end liquor. At the same time, Golden Seed Wine has made price adjustments for "cornerstone" products, which will further release the market vitality of Golden Seed's "old" products.
In addition, Golden Seed has also taken a series of targeted measures to impact the sub-high end. On the product side, Golden Seed adopts the strategic principle of "high-end products do addition, low-grade products do subtraction", and gradually builds a product matrix with "Drunken Three Autumn 1507" and "Fuhexiang Series Products" as the core, completing the brand occupation in the middle and high-end price segments.
On the brand side, Golden Seed has established the market positioning of Fuhexiang as the core strategic product and accelerated consumer cultivation.
It is understood that Golden Seed Wine continues to increase its interaction with consumers in brand communication, not only organizing immersive tasting activities, but also naming cultural film and television programs to achieve greater brand exposure and continuously improve the market scale.
Source: Golden Seed Wine Official Website
On the quality side, Golden Seed on the one hand adheres to the traditional brewing process and adheres to the spirit of craftsmanship; On the other hand, with scientific and technological innovation to drive industrial upgrading, with smart brewing to enhance the quality of liquor, to build a solid and stable product quality cornerstone. In addition, Golden Seed's 2 billion yuan investment in liquor ecological brewing scientific research base, liquor filling center, wine body design center and cultural industrial park have been completed and put into operation, realizing the transformation and upgrading from artificial to intelligent. At present, the digitalization of golden seed management, intelligent equipment and low-carbon production are at the leading level of their counterparts in the country.
For the future development route of Golden Seed Fuhexiang, Zhang Xiangyang, general manager of Golden Seed Wine, revealed that the current sales of Golden Seed Fuhexiang are basically in line with expectations, from the company's long-term strategy, the sales of Fuhexiang will inevitably take the pan-national road, from a short-term point of view, Fuhexiang will focus on the base market, deep ploughing Anhui and surrounding markets.
Whether Fuhexiang can become a sharp weapon for the rise of the golden seed, let us wait and see.