In the first half of 2024, socio-economic and market consumption began to recover in an orderly manner. Relying on the promotion of the economic environment and macro policies, the market channels and consumption terminals of China's liquor industry have gradually entered the right track of development.
In this strong and powerful Fengxiang storm, Badxin continues to grow downward and accelerate the expansion of new markets outside the province by virtue of the two sharp blades of high-neck green bottle Xifeng wine and classic Xifeng wine.
Looking back on the first half of 2024, from the steady growth of market performance, to the orderly advance of market layout and high-end expansion, to the steady progress of brand building and cultural construction, Badxin has injected vigorous strength into the restoration of market order and the construction of industry structure.
Fine service > ploughing terminal, high-necked green bottle Xifeng tamps the market
The rise of the bare bottle wine market has accelerated in recent years, and it has increasingly become the consensus of the development of the industry. In addition, according to the "In-depth Report on the Light Bottle Wine Industry" released by Founder Securities, the scale of China's light bottle wine market is continuing to increase at a compound annual growth rate of about 16%, and it is expected that China's light bottle wine market will reach about 150 billion yuan by 2024.
In this context, the sales data of high-neck green bottle Xifeng Liquor in the first quarter of this year increased rapidly compared with the same period last year, not only achieving a "good start" of sustained growth, but also making important breakthroughs in market construction and brand marketing.
Food New Observation learned that the reason why Gaoneck Green Bottle Xifeng Liquor was able to achieve an excellent half-year "report card" in the market in Shaanxi Province was that its main performance drivers were to deepen the channel terminal, improve service efficiency, and increase brand building.
In terms of terminal construction and brand services, the high-neck green bottle Xifeng Liquor Brand Operation Center and Xifeng Group jointly went deep into the market, carried out the deep cultivation of core terminals, and carried out street sweeping distribution in the region, night market tasting, etc. We will build key stores, implement a series of actions such as new products entering the store and display optimization, expand and update consumers' understanding of Green Bottle Xifeng Liquor, and further provide better product sales and service to the cooperative allies of Green Bottle Xifeng Liquor.
In addition, the high-neck green bottle Xifeng Liquor brand operation center also further protects the legitimate rights and interests of customers and stabilizes the market infrastructure by improving the team's business capabilities and working with the distillery and the market supervision department to increase the punishment of illegal phenomena such as low-price goods channeling.
In terms of brand operation, under the refined operation of the brand operation center, Gaoneck Green Bottle Xifeng Liquor has successively carried out a number of marketing measures, such as the Spring Sugar and Wine Fair, the water delivery activity of the high school entrance examination, and the May Day tribute to laborers.
In the view of the new food observation, the current Shaanxi light bottle wine market is fiercely competitive, and the high-neck green bottle Xifeng wine operation center has a super operational ability, profound heritage, and mature model, and successfully outperforms the market, which is of great significance, which not only reflects the strong heritage of this famous wine, but also the best choice for the current economy.
Guided by circle marketing, the collection of Xifeng Liquor is deeply cultivated in the high-end market
In addition to the high-neck green bottle Xifeng Liquor, the high-end Fengxiang liquor Reserve Xifeng Liquor, which is carefully created by the Reserve Xifeng Liquor Brand Operation Center and Xifeng Group, has also ushered in a new round of development in the first half of 2024. Since the beginning of this year, the collection of Xifeng liquor has actively appeared in industry events, to various types of tastings, the collection of Xifeng liquor still adheres to the long-termism as the core of the business philosophy development.
Food New Observation learned from the brand operation center of the collection of Xifeng liquor that the market sales volume in the first half of this year increased by 65% compared with the same period last year with the dual advantages of culture and famous liquor, and has become a dark horse of high-end Fengxiang liquor.
In terms of market layout, the collection of Xifeng Liquor has been radiating continuously from Shaanxi as the origin, and has cultivated a customer base in Zhejiang, Hunan, Fujian, Henan, Shandong and other countries. And adhere to one place, one business, according to local conditions, one business and one policy, and flexibly solve the profitability problem of major wine merchants. In the future, the operation center of Xifeng Liquor will also formulate customer cultivation plans for first-tier cities such as Shanghai and Hangzhou to open up a broader market space for products.
In the first half of the year, the collection of Xifeng Liquor adhered to the guidance of circle marketing, supported by product culture, quality, and on-site experiential tasting activities, and increased expansion, cooperation and promotion through traditional special cooperative customers, core stores, group purchases, and personal private domains.
For example, the "2024 China Pickleball Tour (CPC-200) Xi'an Pickleball Open" with the China Tennis Association, the "Porsche China Owners Club Xi'an 2024 Kick-off Race", and the "Inaugural Meeting of the Xi'an Work Department of the Pingyao Middle School Alumni Association" are the official designated wine to sponsor industry forum activities, accelerate the linkage of different industries, and realize the cultivation of circles. In fact, in the process of brand building, the collection of Xifeng Liquor continues to establish effective connections among high-net-worth individuals, and continues to promote the brand to complete consumer cultivation in the high-end circle.
Industry insiders believe that in recent years, the brand operation center of the collection of Xifeng Liquor has made continuous efforts to promote the upward development of the collection of Xifeng Liquor, which is also the best proof of the development strategy of "high-end and nationalization" of Xifeng Liquor, and by creating a high-end consumer group of Xifeng Liquor, it will eventually realize the complementary sales and coordinated development of high-neck green bottle Xifeng Liquor and high-end Xifeng Liquor.
Adhering to the dual operation model of one high and one low, Bedxin plans a broad space for brand growth
In 2023, Xifeng Liquor will achieve sales revenue of 10.34 billion yuan, a year-on-year increase of 23%, and officially join the 10 billion camp club of Chinese liquor. Now, in the era of Xifeng's post-10 billion yuan, as the most firm and loyal partner of Xifeng Group, Baiduxin is also ushering in new development opportunities, and naturally it will also take on more corporate missions.
It is worth noting that the "one high and one low" dual-brand operation model, which is composed of high-neck green bottle Xifeng Liquor for the low-end market + Classic Xifeng Liquor for the high-end market, will also continue to make efforts in the second half of 2024 to continuously gather potential energy for the revival of Fengxiang liquor and Xifeng famous liquor.
On the one hand, the brand operation company of Gaoneck Green Bottle Xifeng Liquor and Classic Xifeng Liquor will continue to strengthen the business ability of the team, and improve the work ability, action execution and work initiative of sales personnel through the combination of business skills training and practical operation, so as to help the market development.
On the other hand, through the achievement of phased goals and the implementation of related promotional activities, the relevant channel cooperative dealers and relevant sales staff will be encouraged in stages to enhance brand cohesion and achieve long-term stable and healthy development of the brand.
2024 is a key year for Bedxin's "333 Strategy" and a year of sprint expansion. In order to implement the strategic goals, Betterxin will also focus on making new breakthroughs in market construction, terminal activities and other fields, and promote the steady and far-reaching development of the classic Xifeng Liquor on the road of high-quality development.
It is also based on the rapid development trend in the first half of the year, we have reason to believe that under the continuous efforts of Baiduxin, and in the continuous output of brand voice and stable marketing layout, the dual brand image of high-neck green bottle Xifeng Liquor and classic Xifeng Liquor will continue to be full, the market penetration will continue to increase, and the brand value system will be more perfect.