Looking forward to the "revitalization of Lu wine" to break the shackles and break the cocoon into a butterfly.

Recently, Henan Province issued the Action Plan for the Revitalization and Development of Wine Industry in Henan Province (2022-2025) (hereinafter referred to as the Plan). The "Proposal" proposes that by 2025, the scale of local liquor in Henan Province will strive to reach 26 billion yuan, half of the sales scale of liquor in Henan Province.

Among them, Yangshao wine industry strives to break through 654.38+00 billion yuan, selling old wine on credit reaches 5 billion yuan, Luoyang Du Kang reaches 4 billion yuan, Baofeng wine reaches 2.6 billion yuan, Wugu spring wine reaches 654.38+05 billion yuan, and Huanggou wine reaches 654.38+02 billion yuan.

Henan wine, Jiangsu wine, Anhui wine and other provinces are all facing the squeeze of Sichuan wine and Guizhou wine. Thanks to the deepening of the domestic "two-cycle" economy and the impact of the epidemic for three consecutive years, many liquor enterprises are facing the situation of high inventory pressure and slow capital recovery. How to deal with the sinking of famous wine channels and new consumption patterns, and whether the liquor revitalization plan of other provinces can bring a "stone from other mountains" to the revitalization and development of Lu liquor?

There are many tens of billions of enterprises in Shandong, and the enterprises of Shandong Liquor are "not on the table".

Henan is very similar to Shandong province. China used to be a big province of wine production and sales. The data show that in 20021year, the sales volume of liquor in Henan and Shandong provinces was more than 50 billion yuan, and the sales volume of local liquor was about130-1400 million yuan, and the market share was less than15 of the total sales volume, so the sales scale of local liquor enterprises could not compete with well-known liquor enterprises.

The "six golden flowers" of Henan liquor enterprises and the "eight donkey kong" of Shandong liquor enterprises all have common problems, such as poor brand influence, low product price, poor market service effect, lack of talents and high degree of industrial enterprises in this province, which restrict the development of Henan and Shandong liquor enterprises and make them become a pair of "he is my brother".

Shandong province is the only province in China with 4 1 industrial categories. Among the 207 industrial categories, Shandong has 197, of which manufacturing accounts for 179, and among all 666 industrial subcategories, Shandong has 526, which is a veritable industrial province.

In 20021year, Shandong's GDP exceeded 8 trillion, ranking second only to Guangdong. According to the list of 202 1 Top 100 Enterprises in Shandong Province, there are 1 1 enterprises with more than 100 billion in Shandong Province; 24 enterprises ranging from 654.38 billion yuan to 50 billion yuan; 65 enterprises with RMB 50 billion to RMB 65.438+0 billion; The output value of enterprises ranked 100 is1933.8 billion yuan.

Looking at more than 30 enterprises in Lu Jiu/kloc-0, none of them can earn more than 2 billion yuan, and there are not many enterprises that exceed 1 100 million yuan. No wonder they can't get into the government's eyes and get on the table.

The reason why Lu wine can't leave Shandong

Although there is no national famous wine, Lu wine still has a good brand and good wine. Confucius' Family, Lanling and Jingzhi once sold well all over the country, while Confucius' Banquet and Qin Chi were popular all over the country.

Due to various reasons, the current brands of Lujiu have basically withdrawn from the national market and only circled in Shandong circles. The nickname is "the peak is not obvious, and the mountains are everywhere".

One of the bottlenecks of Lu wine is that there is no national famous wine. Due to historical reasons, Lujiu enterprises failed to harvest a grain at the 5th National Wine Tasting, which made Lujiu brand lose the ability to compete with other liquor brands in China, and also missed the opportunity to stand on the "golden track" with national famous wines for rapid development.

Lu liquor brands such as Confucius and Lanling, which used to produce and sell the whole country, can only retreat to the local market. With the rapid development of domestic economy and outstanding consumption upgrade, China's four famous wines, eight famous wines and seventeen famous wines have successively captured the Shandong market.

The second bottleneck of Lu wine missed the high-end market. 20 12 After the promulgation of the eight central regulations, the market of high-end liquor for government use has shrunk dramatically, and liquor consumption has changed to personal consumption and business consumption. "Only choose the expensive ones, not the right ones" has become the first choice for consumers to consume liquor.

On the other hand, for a long time, Lu liquor is mainly low-alcohol liquor, and the product layout is less than 100 yuan, especially at the price of 40-50 yuan, which has become the main profit price belt of various Lu liquor enterprises, and the profit is getting lower and lower. In recent years, Lu liquor enterprises have laid out sub-high-end and high-end markets, but lost the best opportunity, and the gap with well-known domestic liquor enterprises is getting bigger and bigger.

The third bottleneck of Lu wine is the embarrassing situation. At present, all the liquor enterprises with over 10 billion yuan in China have grown from regional brands to national brands, almost all of which are the 17th national famous liquor, occupying a certain market share in the major liquor sales provinces, and the sales outside the province exceed the local market.

Secondly, without more than 2 billion sales, it is difficult to lay out the provincial and national markets, which also makes Shandong wine enterprises lack the "backbone" to go out of Shandong.

In 20021year, the advertising cost of Wuliangye has exceeded 5 billion yuan. LU ZHOU LAO JIAO CO.,LTD (2.908 billion), Maotai (2.363 billion), Gu Jing Distillery (26.5438+0.69 billion), Fenjiu (2.036 billion), Yanghe (65.438+0.965438+0.20 billion), Fang Shuijing (65.438+0.08. Jiugui Liquor (68 1 100 million), Jin Shiyuan (676 million), Laobaigan (673 million) and Kouzijiao (563 million) are willing to give up (500 million); In addition, the advertising expenses of famous Maotai-flavor liquor enterprises in Guizhou, such as Langjiu, Cathay Pacific and Guizhou Alcohol, are all around 500-800 million yuan.

The fourth bottleneck of Lu wine is the lack of talents. Liquor enterprises are short of talents, not only in Lu Jiu, but also in Maotai, Wuliangye, Yanghe and Fenjiu.

Lack of high-end voice: There are many China liquor masters, China liquor masters, China wine critics and tasters in Lu liquor enterprises, but their popularity and exposure in the national liquor industry are low, and there is a lack of liquor masters who make Lu liquor voices at national liquor industry conferences.

Lack of senior talents: the wine circle is not big or small, and the mobility of talents is large. As the saying goes, "Man struggles upwards", and Lu liquor enterprises are basically located in county towns, and some even in towns and villages. Many senior marketing planners don't want to go to villages and towns, but yearn for the top 500 enterprises in China and the top 500 enterprises in the world, which also makes it difficult for many enterprises in Lujiu to recruit excellent marketing talents.

Lack of highly educated winemakers: the first-line winemakers are older and have lower academic qualifications. Brewing is a physical activity, whether it is turning over, drying grain, cooking, cellar storage or warehousing, it is a heavy job. Young people are unwilling to engage in brewing, resulting in fewer and fewer front-line workers under the age of 35, and some are over 50.

The fifth bottleneck of Lu wine is neglected by the top management. Because the income and profits and taxes of Lu Jiu enterprises are not ranked among Shandong enterprises, the provincial government pays little attention to Lu Jiu enterprises.

As early as 20 17, Shandong province put forward the plan of "revitalizing Lu Jiu", and helped Lu Jiu develop with the capital of 10 billion yuan. 20 18, dozens of Lu Jiu enterprises set up "high-end Lu Jiu strategic development alliance" and other measures, but compared with other provinces, "more thunder and less rain" did not bring substantive significance to the revitalization of Lu Jiu.

Guizhou, Sichuan, Jiangsu, Anhui, Henan and other provinces are all headed by real vice governors, leading the revitalization of wine enterprises in this province, and even some leaders directly put forward in the meeting that "businessmen in a certain province sell wine in a certain province". Outsiders, drink wine from other provinces. "

Who will carry the banner for the revitalization of Lu wine? Who stood up? Who's backing down?

Over the past 40 years of reform and opening-up, Lu wine has been accompanied by ups and downs of China wine industry. Once Confucius, Lanling and Jingzhi also represented the status of Lu wine in the country. Qin Chi's banquet with Confucius was famous as "Wang Biao" and quickly became popular. They once became famous in China liquor industry.

Success is also king, and failure is also king. Qin Chi, which closed down, dragged a number of Shandong liquor enterprises into the water.

Lu liquor enterprises have not fallen, and today's Lu liquor enterprises are still the backbone of China liquor industry. Although Lu wine lost its major production province, it is still a major sales province. Shandong liquor market, where famous brands from all over the country are gathered, is still in full swing. Facing the grim situation of today's Lu liquor enterprises, who is carrying the banner? Who is rising? Who's procrastinating again?

Guo Jing Group, a leading wine producer in Shandong.

Together with Jing Zhi and Jing Zhi, we once lost our way in the battle for the boss of Lu wine. Guo Jing, who threw away his baggage, is now a well-deserved leader of Lu wine.

The low-end cellar series has become the biggest protective wall for Guo Jing Group to intercept the low-end market of famous wines; Guo 3, Guo 6, Guo 9 and Guo 20, covering the price range of 100 yuan-1000 yuan, performed well; Guo Jing Guoxiang made great efforts to the high end, and its brand effect gradually became prominent.

Whether Guo Jing Group can go out of Shandong and make a nationwide layout is a severe test to test whether Guo Jing Group can re-erect the banner of Lu liquor and become a real leader of Lu liquor.

Lu Jiu Flag Bearers-Mount Tai and Gu Beichun

Taishan wine industry has developed steadily in recent years. With the fame of Mount Tai, the "Five Mountains Alone" series has bright spots in Zhejiang, Guangdong, Hainan and other provinces and cities, and it is also the only liquor brand that really goes out of Shandong.

As stable as Taishan series products are newly developed products of Taishan wine industry in recent years. Imitating the bottle design of Zhongtianmen and Nantianmen, Taishan products have distinct uniqueness, creating Taishan brand culture and becoming the standard bearer for the revitalization of Lu wine.

The short board of Taishan is the market in the province. In Jinan, Zibo, Liaocheng, Jining, Linyi and other cities in the province, Taishan is not as good as other brands of Lu wine.

In recent years, Gubeichun Group has developed a white version of Gubeiyuan with moderate sauce flavor. Relying on the hot sale of the white version in the market, it has the effect of "1+ 1 2" with Gubeichun white version, which has won the favor of consumers in the market.

In Beijing, Tianjin, Hebei, Inner Mongolia and some coastal cities, Gubeichun Group also went out of Shandong and went to the whole country. "Millennium Grand Canal, 10,000 years of Gubeichun", today's Gubeichun has grown from a backbone enterprise of Lu liquor to a leading enterprise of Lu liquor, which cannot be separated from years of focus on quality and innovative development.

In recent years, Gubeichun has a strong development momentum, and the pan-national layout is the key battle for Gubeichun in the future. "Hold your ground and win the next mountain" is a problem that all Lu liquor enterprises must face.

The Dark Horse of Soaring-Yunmen Wine Industry

Yunmen Liquor Industry, which has always been on the edge of Lu Jiu, as one of the national standard-setting enterprises of Maotai-flavor liquor in China, has become the biggest dark horse for the revitalization of Lu Jiu under the trend of nationwide Maotai-flavor liquor fever.

Yunmen Liquor Industry is the only enterprise that has not entered the "Eight donkey kong" and "Nine Groups" of Lu Liquor. Due to the continuous production of Maotai-flavor liquor, low-grade aroma has become a by-product of Yunmen liquor industry. In the environment where all parts of Shandong drink Luzhou-flavor liquor, Yunmen once had a hard time.

It is the key battle for Yunmen to take off, and it is also the touchstone for considering the quality of Yunmen dark horse.

The rising Baotu Spring and Langyatai

Two more interesting wine enterprises in the Lu wine camp, Baotuquan wine industry in Jinan and Langyatai wine industry in Qingdao.

It is interesting to say that the two wine companies, first, the sideline output value of the two wine companies is higher than the main business; Second, the two wine companies are not interested in extensive publicity, but are really not interested! Third, the two wine companies are basically selling locally.

In recent years, it has only begun to go out of Jinan and Qingdao and set up offices and sales agents in major cities in Shandong Province.

Baotu Quanquanxiang series products, combining the "spring water" characteristics of Quancheng Jinan, have become innovative high-end liquor in Jinan and become one of Jinan's characteristic products.

Langyatai loves my Chinese series products, which is the innovation of Langyatai's "Shanghai-style Langya fragrance" and a unique liquor innovation product among Shandong liquor enterprises.

Baotuquan and Langyatai, two Lu liquor enterprises, have stepped out of their own "characteristics" and immersed themselves in development, becoming the backbone of Lu liquor camp.

Phoenix Nirvana-lanling wine

From the end of 1980s to the beginning of 1990s, lanling wine firmly occupied the leading position in Shandong wine enterprises, and its products were once popular all over the country. 1995 reached130,000 tons, which became the most glorious period of Lanling liquor industry, ranking first in the national liquor industry, and also the first and only liquor listed enterprise in Shandong Province.

From 1986 to 20 12, Lanling Group fell from the altar and lost the best development opportunity. In 20 12, Xue Rong Chan took over the mess, and in 10, Lanling Group, which fell off the cliff, gradually recovered.

Today's Lanling wine has got rid of the old burden, rejuvenated and entered the fast lane. Excellent quality saved consumers' reputation and became Linyi people's favorite liquor brand. Now, like a phoenix, lanling wine has re-established a good brand image and embarked on the road of healthy development.

Good hand and bad hand-Corolla Group

The Corolla Group, located in Juye, Shandong Province, rose in the twilight. Once unknown, once on the verge of bankruptcy.

In 2002, the wine storage culture festival was held for the first time, and the Jiangbei wine storage culture festival was the first.

20 16, Guanqunfang Golden Crown Blue Diamond went on the market. With the price of about 70- 100 yuan and excellent quality, it quickly occupied the Shandong liquor market, became the main single product of Corolla, and made great contributions to Corolla becoming a leading wine enterprise in Shandong.

With the rapid expansion of sales volume, Corolla is also eager to seize the secondary high-end and high-end markets and diversify its operations: home ownership, investment, Australian wineries, microfinance, insurance and so on.

Practice is the only criterion for testing truth. Soft wine master, Jiatianxia, Luyaxiang, Guohua wine, etc. One product a year, not a big single product, golden crown and blue diamond, has a good hand and is broken.

Jingzhi and family--also on the critics of lu wine skin.

Jingzhi Liquor Industry, the only enterprise in Lu liquor industry that owns sesame-flavor liquor, one of the China 12 flavors, is also the national standard-setting enterprise of sesame-flavor liquor, and was once the boss of Lu liquor.

In 20/0/4, Kloc won the "National Quality Award", which is the fourth liquor enterprise in China (Maotai, Wuliangye and Tuopai) to win the National Quality Award. Yipin Jingzhi, "Little Tiger" Jingyangchun and Jingzhi Baigan were once the best-selling "three big" liquor brands in Shandong liquor market.

202 1, China Resources Group and Dinghui Investment acquired 40% and 20% equity of Jingzhi Liquor respectively. Now the acquired Jingzhi wine industry has not heard any voice in the market, such as Kongfujia wine industry acquired by Hengshui Laobaigan and Jinyuan Spring wine industry acquired by Jin Dong.

People in the industry are very optimistic about the acquisition of Jingzhi by China Resources, but the author is not optimistic about the future of Jingzhi wine industry. We will wait and see.

Sad Confucian family

Confucius, "Confucius wine makes people homesick!" Let Kong family wine in full swing, which I am familiar with so far. /kloc-The five changes of owners in 0/7 years made the wine industry of Kongjia gradually slide into the abyss.

In 2003, Shenzhen Wanji became the largest shareholder of the Kong family. Three years later, he took away 80 million yuan and still owed 8 million yuan in taxes. In July, 2006, Hetao Liquor initialed the acquisition agreement. In September, Hetao Group withdrew from the Confucian family, and the Confucian family returned to the wholly state-owned enterprise again. In September of 20 12, Fenglian Liquor, a subsidiary of Legend Holdings, wholly acquired Kong, and in 20 17, all the shares were transferred to beer.

20 18, Hengshui Laobaigan bought Kong, and Tan Xiaolin became the chairman. In 2022, Liu Yong was appointed as the chairman of Confucius Family Wine Industry.

Since Hengshui boss has worked in Confucianism for five years, it is hard to hear the voice of Confucianism in Shandong market.

There is not much time left for Lu wine.

Nowadays, Shandong liquor market has been seized by national and regional famous wines such as Sichuan, Guizhou, Anhui and Jiangsu, and Lu liquor has lost its valuable local market. Not only Maotai, Wuliangye, Yanghe, LU ZHOU LAO JIAO CO.,LTD, Fenjiu and other first-line famous wines are racing around Shandong, but also some third-and fourth-line products from Sichuan and Guizhou have landed in Shandong.

Brand concentration is getting higher and higher, and the liquor market has entered a period of squeezing growth, leaving little time for the development of Lu liquor.

Rebuild the brand image of Lu Jiu. The essence of liquor competition is the ultimate confrontation of brands! The market does not believe in tears, so Lu Jiu enterprises should highlight their own corporate characteristics, form an atmosphere of "harmony but difference" and build their own brand IP.

The cultural connotation of Acura Lu wine. Lu wine has a long history and profound cultural heritage, which is not inferior to Maotai and Wuliangye, but it does not tell the story of Lu wine well. Guo Jing began to talk about "Wan Li Yellow River brewing a bottle of good wine"; Gu Beichun also began to talk about "a Grand Canal, half the history of China" and spread the story of Lu wine.

Focus on the product system. Lu liquor enterprises generally span the big-flavor product system, and quite have the mentality of "digging into the basket is the dish". Luzhou-flavor liquor is still the main flavor type of Luzhou-flavor liquor. Other flavor types such as Maotai, Sesame, Fenjiu and Bianxiang can be used as flavoring liquor for their own use. Stick to the Luzhou-flavor liquor system and build a brand image for decades.

Focus on core big items. Big items make big brands, and big items make big future. Lu Jiu's strategy of focusing on big single products is a new consumption demand expressed with high quality under the current consumption upgrading trend. Returning to the essence of products, carrying out category innovation, expressing perception with quality, and remolding the value of Lu Jiu are the internal needs of building large-scale single products in Lu Jiu, and also the needs of coping with external competition.

In a word, the market has little time left for the development of Lu Jiu enterprises. How to hold the base area, resist the encirclement and suppression of first-and second-tier famous wine brands, resist the encroachment of third-and fourth-tier brands from other provinces, tell the story of Lu Jiu well, give brand culture new connotation, do brand promotion well, train consumers well, expand market space through scene, personalization and experience, constantly pursue innovation, and face all challenges with great strides and head held high.