Text: Drunken Beauty Team
Cyan, the first of the five colors, the source of the East. When "green" meets fine wine, it turns into the wonderful flavor of bamboo leaf green wine.
In the winter month, Zhuye Qingjiu set up a banquet with "green", presenting a series of historical and cultural awards.
Since the launch of the national theme series of activities of "Zhuye Qingjiu ·Oriental Green Banquet" in November this year, it has successively walked through Shiyan, Hubei, Zibo, Jining, Binzhou, Tianjin and other places in Shandong.
Oriental Green Banquet, a model of appreciating youth
Bamboo leaf green wine, thousands of years of heritage, profound heritage.
Through the "Zhuye Qingjiu ·Oriental Green Banquet", it can be seen that the new generation of Zhuye Qingren is committed to telling the brand story of Zhuyeqing.
With the elegant rhyme of "Lan Xi Recommends, Bamboo Wine is Fragrant", the guests witnessed a feast integrating culture, tasting and interaction.
The ingenuity of Zhuye Qingjiu conveyed its more than 1,500 years of history and culture and the health concept of "natural recuperation", allowing the guests to fully appreciate the unique charm of Zhuye Qingjiu's double intangible cultural heritage skills.
In addition, through innovative brand expression, Zhuye Qingjiu has also created unique programs such as "A Thousand Years of Taste", "Amazing Millennium" and "Chivalrous Journey", which not only enriches the cultural connotation of Zhuye Qingjiu, but also brings an unforgettable audio-visual feast.
Dealer representatives from all over the country expressed their recognition of the brand and their expectations for future cooperation.
They said that they will continue to deepen cooperation with Zhuye Qingjiu, open multi-faceted and multi-dimensional cooperation discussions, jointly build a more perfect cooperation platform, and continuously improve consumers' awareness of Zhuye Qingjiu, so that consumers can understand and fall in love with Zhuye Qingjiu.
In the future, they will work together with Zhuye Qingjiu to achieve win-win cooperation through the joint efforts of both parties, and further enhance the brand influence and reputation of Zhuye Qingjiu.
The millennium brand creates cultural IP, how much imagination space does Zhu Yeqing have?
At present, the liquor industry has entered a period of high-level competition, and brands are becoming the main battlefield of liquor competition.
"Zhuye Qingjiu · Oriental Green Banquet" shows how traditional liquor can be combined with modern elements, successfully demonstrating the profound brand culture and historical heritage, and also reflecting the strong innovation ability of Zhuye Qingjiu in building brand IP, making the brand glow with new vitality and vitality.
Yuan Qingmao, Secretary of the Party Committee and Chairman of Fenjiu, said that a brand has excellent quality, profound cultural heritage, and unique health value, and its imagination space is almost unlimited.
In the process of building brand IP, Zhu Yeqing has embarked on a unique road of communication.
In 2020, Zhuye Qingjiu redefined the brand, with the 10 words of "national art, national medicine, national wine, national reputation, and national banquet" as its connotation of healthy national liquor.
Since then, based on the "deep excavation" and "revitalization" of the brand's history and culture, Zhuye Qingjiu has carried out a series of activities.
In March, Fenjiu Group and Shanxi Radio and Television Station jointly held the "Bamboo Leaf Green · Health Tour" activity, organizing consumers and distributors across the country to carry out a wide range of health activities and convey the concept of health.
Around the Spring Festival in 2022, Zhuye Qingjiu joined hands with Shanxi Contemporary Jinshang Brand Culture Research Institute to create a popular Zhuye Qingjiu pop-up store in Taiyuan MixC and other business districts with the theme of "Exploring Healthy Chinese Liquor and Tasting Natural Mood".
In addition to offline activities, in 2022, Zhuye Qingjiu also cooperated with the three short video platforms of Channels, Kuaishou and Douyin to create an online live broadcast of Zhuye Qingjiu, which allowed netizens to more intuitively appreciate the culture and ingenuity behind the Zhuye Qingjiu brand by showing the history and culture of Zhuye Qingjiu, understanding the process and brand culture.
Through these activities, the brand voice of Zhuye Qingjiu has been further expanded, and it has also explored the characteristic brand communication path of "big health + culture".
Deeply cultivating the culture of great health, Zhuye Qingjiu should be the first brand of liqueur
The "Healthy China 2030 Planning Outline" defines "great health" as the people's yearning for a better life, and the liqueur industry with unique health and health preservation attributes has also ushered in a period of strategic opportunities for rapid development, represented by Zhuye Qingjiu.
"In 2022, the liqueur industry will achieve sales revenue of 26.2 billion yuan, and the year-on-year growth in revenue and profit has surpassed that of rice wine and wine, making it the third largest liquor in China after liquor and beer." Previously, Song Shuyu, chairman of the China Liquor Industry Association, revealed that the current proportion of mainland liqueur in alcohol consumption is less than 3%, and the development space is huge, and it is predicted that by 2030, the market size of liqueur will reach 200 billion yuan.
In the future, the liqueur will continue to maintain double-digit growth, so it is ushering in a new spring.
In 2020, Shanxi Fenjiu increased its capital by 600 million yuan to Shanxi Xinghua Village Zhuyeqing Industry Co., Ltd. in cash, and the "Shanxi Zhuyeqing Health Industry Project Reform Plan" entered the implementation stage, and the Zhuyeqing Health Industry Team set out on March 19 of that year.
From the perspective of revenue, from 2019 to 2021, the operating income of Fenjiu Group's blended liquor based on Zhuyeqing increased from 547 million yuan to 1.250 billion yuan, and the revenue growth accelerated from 61.56% to 91.39%.
In the first three quarters of this year, Shanxi Fenjiu achieved operating income of 26.744 billion yuan, a year-on-year increase of 20.78%; The net profit was 9.431 billion yuan, a year-on-year increase of 32.68%, and the revenue and profit maintained a growth rate of more than 20%. As one of the two wings of its "one body, two wings" coordinated development marketing management system, Zhuye Qingjiu will also take advantage of the momentum.
Yuan Qingmao believes that Zhuyeqing Industrial Company has entered the fast lane of great health. For the future development of Zhuye Qingjiu, he proposed to strengthen the brand value of Zhuyeqing with a higher position, deeper reform, more accurate positioning, and more living culture.
"Zhuye Qingjiu should strive to break a new path, so that the only national famous liquor in the dew wine can truly become the first brand of liqueur in the market." Yuan Qingmao said.
*Image source in the article: Bamboo leaf green wine +