Does culture matter? Of course it matters. Culture is abstract and mysterious relative to the visual embodiment of matter, but it is this invisible and intangible cultural force that has a huge impact on all aspects of us.
The charm of culture lies in the invisible and immortal, and the foundation of culture lies in universality and identity. To a large extent, culture is the best carrier for a country to unite national strength; to a smaller extent, culture is the infallible battle flag for the sustained prosperity of an enterprise or a family; in the far side, culture is the resilience of historical inheritance for thousands of years; closer to speaking, culture is a necessary question for pioneering and innovating in the new era.
Because of this, almost every business has its own corporate culture. In particular, the liquor industry, thanks to the millennium continuation of "wine culture", known to women and children, wine companies attach great importance to culture. It is also for this reason that the "cultural road" of wine companies has always been the most competitive.
How to subtly derive from the "wine culture"? How to make multiple cultures seamlessly integrate and superimpose empowerment? We may wish to review the "cultural road" of Hanwang Wine from the three aspects of "fame and sound, harmony and harmony, and prosperity and victory" in order to find a more satisfactory answer.
01
Fame and Fame: From Unsung Hero to Blockbuster
When I wrote "name and sound", the extension of "name" was originally "name is not passed on", but when I thought about it carefully, it was not very appropriate. Compared with the "unknown name", the Hanwang liquor industry at that time was more like an "unsung hero". Why? After we understand the history of Hanwang Wine, we will understand.
According to the data, Hanwang Liquor was founded in 1906, formerly known as Oujia Yaofang, formally established in 1983, and changed to "Renhuai City, Guizhou Province, Moutai Town Hanwang Liquor Co., Ltd." After a hundred years of development, it has now become a large-scale sauce-flavored liquor brewing enterprise in Moutai Town. At present, it has two production plants in the core production area of Moutai Town and the packaging and storage base of Luban Town, covering an area of more than 300 acres, more than 600 front-line employees, 356 cellar ponds, an annual output of more than 3,500 tons of high-quality Daqu Kunsha sauce liquor, and more than 28,000 tons of high-quality Daqu sauce wine, which is known as "invisible base wine king" and "famous wine behind famous wine".
See? First of all, Hanwang Liquor is not a "new recruit", and its long history is completely in the forefront of the entire industry; secondly, Hanwang Liquor is not a "weak brigade", let alone a "miscellaneous army", and its production and storage scale can also be ranked in Moutai Town; the most important thing is that Hanwang Liquor is also known as the "Invisible Base Wine King" and "The Famous Wine Behind the Famous Wine", which is more powerful, and there are at least two meanings hidden behind it: First, the production capacity of Hanwang Liquor industry is guaranteed; second, the wine quality of Hanwang Liquor Industry has undergone a wide range and multiple rounds of tests.
Since the Han Dynasty liquor industry is so powerful, why did it know so little about it before? Let's return to his development history, from unsung heroes to blockbusters, the landmark event is the proposal of the "Hanwang" brand strategy at the end of 2019, and the full launch and operation of the brand strategy in 2020.
Facts have also proved that Hanwang Liquor has developed rapidly in the past two years, with revenue approaching the 1 billion yuan mark in 2021, advancing into the top 20 sales of sauce wine in China. There are many reasons for the achievements, the main reason is the continuous implementation and promotion of the brand strategy of Hanwang Wine. In the brand strategy, the author believes that the cultural empowerment of Hanwang Wine industry is indispensable, which has great reference significance and research value for the entire industry.
02
Harmony and Harmony: From the harmony of heaven and earth to the harmony of all beauty
Although the word "King of Han" is simple, it contains a huge amount of information and carries a heavy historical and cultural connotation. These massive information and thick historical and cultural connotations are skillfully integrated through a bottle of wine, which not only shows the magnificent atmosphere of "harmony of all beauty", but also bursts out the majestic power of Hanwang wine "Hanwang sauce fragrant and moisturizing the East".
When we first hear the word "King of Han", we will think of Liu Bang, the ancestor of Han Gao, for the first time. The Han Dynasty he founded was one of the greatest dynasties in Chinese history and had a profound impact on future generations. To this day, the words we write are called Chinese characters, the words we speak are called Chinese, and the most enthusiastic "those who offend me strong Han will be punished from afar" also come from this great dynasty.
For the wine industry, especially sauce wine, this dynasty is of great significance. As we all know, the sauce liquor type liquor began in the Qin and Han Dynasties, and the wolf sauce wine that Emperor Wudi of the Han Dynasty praised as "sweet and beautiful" came from Maotai Town. The Chinese people have always attached great importance to the search for roots and ancestors, from the "famous teachers" of ancient attacks to the "cultural traceability" in the commercial field today, up to the compilation of history books of successive dynasties and dynasties, down to the family trees and ancestral halls of ordinary people, with a long history of square orthodoxy and thickness, and cultural inheritance is inexhaustible kinetic energy.
In this regard, Mao Zhongwu, co-founder of Sany Group and chairman of Hunan Hanwang Liquor Industry, said earlier that the sauce wine culture has a long history, and has also achieved the super phenomenon of "equal emphasis on culture and quality, glory and taste" in the new era. Therefore, the trend of sauce and wine is the inevitable result of the prosperity of the country and the upgrading of consumption, and it is also a true reflection and tribute to today's prosperous world. This has laid a solid market foundation for the company to operate the Hanwang brand.
For culture, what Hanwang Wine has done is not limited to the "tracing of roots" in the name, but also the exploration and innovation of culture is the biggest highlight of The cultural road of Hanwang Wine.
If the "Han culture" worshipped by the whole people is compared to "heaven", and the "wine culture" respected by the industry is compared to "earth", Hanwang Wine Industry has achieved the "heaven and earth cooperation" at the cultural level since the day it was born. Hanwang Wine is personally controlled by Ou Jie, the fourth generation of heirs, the national wine master, and one of the top ten bartenders in Moutai Town. At the same time, "Hanwang Wine" takes the high-quality red glutinous sorghum of the Chishui River Valley as raw materials, and adheres to the ancient Method Daqu sauce aromatic brewing; creating a delicate and delicate, mellow and plump, with a luscious "goji sauce" unique style of taste, has been popular with consumers.
Ou Jie once said at the second Hanwang Sauce Wine Culture Festival that thanks to the unique sauce wine ecological environment and mellow and inclusive folk customs in Moutai Town, as one of the earliest winemaking enterprises in Moutai Town, Hanwang Wine Industry shoulders the heavy responsibility of promoting sauce wine culture.
When it comes to the Hanwang Sauce and Wine Culture Festival, we have to mention the topic of "harmony of all beauty". In the author's opinion, the "beauty" on the road of Hanwang wine industry culture not only includes its own Han culture and wine culture, but also its innovative "5.29 Hanwang Sauce Wine Culture Festival", "Hanwang Cup Who is the Wine King Competition" and "National Tide Han Banquet" and other cultural IP.
These classic activities with strong cultural atmosphere are based on the quality of Hanwang's good products, organically combining wine appreciation and cultural dissemination, which have an unquestionable role in promoting Hanwang brand, sauce wine culture and consumer cultivation, whether it is for Hunan or China's liquor industry, it has a positive significance.
03
Sheng and Sheng: From the sun and the moon to the future
As I said at the beginning of the article, the charm of culture lies in the invisibility and longevity, and the foundation of culture lies in universality and identity. Hanwang Liquor Industry has embarked on an effective Hanwang culture road by virtue of everyone's recognition and resonance of Han culture, wine culture, sauce wine culture, and folk culture. The smooth flow of the cultural road directly plays a role in brand operation, which in turn promotes the promotion of brands and the sharp increase in sales.
2020 is the first year of the brand of Hanwang Wine, in that year, we can see that in addition to the rapid radiation of the national advertising storm, relying on the brand's sauce wine culture festival is even more bright.
2021 is the brand power year of Hanwang Liquor, in that year, with the marketing team of Guijiu Xiangjun, based on Hunan, facing the national marketing layout, on the basis of 2020, the second half of the year to hold a pioneering "Wine King Competition" theme activities, causing widespread concern in the industry, achieved excellent results, the sales network is improving day by day, sales performance has doubled year after year, the overall market has shown an explosive growth trend, and the "Fourteenth Five-Year Plan" has made a perfect start.
In 2022, Hanwang Wine will unswervingly adhere to the strategic goals and plans of the 14th Five-Year Plan, maintain strategic determination and patience, and continue to deepen reform; adhere to quality first, optimize product structure, excavate Hanwang cultural heritage, and tell the hanwang brand story; strengthen the brand strategy, focus on building a brand IP matrix, focus on advertising on core media platforms such as airports, high-speed rail, and CCTV, and do a good job in industry media publicity; form a 100-person marketing team, sink to the core market of national sauce and wine, systematically attract investment, and deeply cultivate the market. Do a good job in refined market operation, and create a model market and highland market for Hanwang wine.
From the name to the sound, hanwang liquor industry aimed at the bullseye, a hit became popular; from hehe, Hanwang liquor industry dispatched troops, great beauty and heaven. Nowadays, standing under the new historical opportunity in 2022, in the face of complex social situation and wine industry market, from prosperity to victory, it will be a great journey of Hanwang Wine.
Just as the intangible and immortal culture, from the sun and the moon to the victory of the future will be a long-term thing, there will be no blockbuster battle, there will be no fate favored by God, and more is to work hard and forge ahead on the road that has been clear.
At this point, the author once again thinks of Liu Bang, the ancestor of Han Gao, and believes that Han Wang Liquor will be like Liu Bang, from a small "pavilion chief" to continue to grow bigger and stronger, and finally fight out a piece of his own business empire. At that time, holding fine wine and singing the wind, wouldn't it be beautiful!