The theme trilogy is hot, and Xiao Langjiu is hot in the New Year.
At the end of 20021,Langjiu e-commerce successively launched the trilogy of Xiaolangjiu theme models-dark green models, cherry blossom powder girlfriends models and scarlet New Year models. Once listed, it set off a wave of buying Longfen.
202 1 1 1, dark green models are sold out; In 65438+February, cherry blossom powder girlfriends were sold out; In February 2022, the money was sold out.
At this point, the Xiao Lang Liquor Theme Edition launched by Langjiu E-commerce Company 202 1 was all sold out, announcing the successful conclusion of the Xiao Lang Liquor Theme Trilogy at the end of 20021.
Such a hot market proves that Xiao Lang liquor accumulated in 17 still has young vitality.
Xiaolang Liquor Industry is known as one of the "ancestors of Xiao Jiu in China". When it was first introduced to the public in 2005, its name was still "Little VIP Lang". The first hand-cranked bottle left a deep impression on consumers, so it is often called "crooked mouth lang".
The strong head and sauce tail, harmonious fragrance and relatively low degree make the little VIP Lang "crooked" a unique one in the light bottle wine camp. In 20 13, Xiaogui Binlang was clearly established as "the first brand of low-dose well-known liquor", and its sales in the following year exceeded 10 billion, achieving large-scale development in four major regions of the country. Two years later, China Food Industry Association awarded China the highest liquor body design award-"China Liquor Body Design Award".
In 20 17, with the continuous improvement of quality, Xiao VIP Lang changed its name to "Xiao Lang Liquor", and at the same time completed the brand positioning of "National Best-selling Small Bottle Liquor", which strengthened and consolidated its benchmark position and vanguard position in the small bottle liquor camp.
In 20 19, Xiaolang Liquor ushered in another brand highlight moment. Not only as an exclusive brand to join hands with the national music program "The Voice of China", but also invited the famous performance artist Chen to speak for it. Also in this year, as an important supplement of Xiao Lang Liquor, Shunpin Langhuanxin upgraded to form a "small bottle+large bottle" light bottle wine group with Xiao Lang Liquor, which means a market of 100 billion yuan.
At the same time, Langjiu keeps moving forward in the field of high-end liquor, which not only makes Qinghualang famous in the elite circle, but also produces the radiation effect of liquor culture and the fusion effect of platform links, which promotes the comprehensive upgrade of Langjiu brand and the brand image of Xiaolangjiu has also ushered in another butterfly change.
On 20021April 19, Xiao Lang Fenjiu announced the upgrade positioning of "Xiao Lang Fenjiu Brand Luzhou-flavor Small Bottled Liquor" at the distributor meeting. Soon after, it also updated the positioning of "Shunpinlang, Zhengwei, Maotai, and Urban Light Bottle Wine".
At this meeting, Wang Junlin once again stressed that "Xiaolangjiu and Shunpinlang will defend the' Luzhou-flavor Grand Strategy' and grow into the flags and representatives of Luzhou-flavor and Luzhou-flavor liquor."
He stressed that the strong sauce flavor is a unique technology of Langjiu, and it is necessary to make full use of this market weapon to seize the mass consumer market.
In this context, the successful conclusion of the trilogy of Langjiu theme is of special significance, which not only verifies the continuous growth of product popularity under the strategy of "fragrance-oriented" Langjiu, but also highlights a brand growth story of "talent-oriented and diligent development".
Relying on the two major producing areas, the advantages of urban light bottle wine are prominent.
Three flowers in one tree and three fragrances in one factory are the unique characteristics of Langjiu. At the same time, based on the gradual improvement of Langjiu Manor on the left bank of Chishui River and Luzhou production area, the advantages of Langjiu in the production of Maotai and Luzhou-flavor are becoming more and more obvious, which also creates the quality confidence of Xiaolangjiu and Shunpinlang in the field of strong sauce flavor.
As we all know, Langjiu Manor, relying on the golden valley of Chishui River, follows the traditional procedures of "Dragon Boat Festival koji-making, secondary feeding, nine cooking, eight fermentation and seven wine-taking", and with the help of modern scientific and technological means, has become a model to improve the quality of Maotai-flavor wine.
At the same time, Langjiu is unique in the Luzhou-flavor field. And this also comes from Luzhou's unique natural conditions.
Luzhou is located at the intersection of Yangtze River and Tuojiang River, and the transition zone between Sichuan Basin and Yunnan-Guizhou Plateau. High around and low in the middle. Luzhou belongs to a typical subtropical monsoon climate: it is hot and rainy in summer, mild and humid in winter, and the frost-free period lasts for more than 300 days throughout the year. This not only provides suitable growth conditions for brewing raw materials, but also provides suitable climatic conditions for brewing process.
Luzhou has been a famous wine city in China since ancient times, and the history of local wine-making can be traced back to the Qin and Han Dynasties. Today, the prosperous traditional handicraft industry also breeds famous liquor enterprises such as Langjiu and LU ZHOU LAO JIAO CO.,LTD Co., Ltd., which are connected with Yibin and Maotai, and together form the "Golden Triangle" of China liquor.
In order to bring these talents into full play, Langjiu has made great efforts.
Take pit mud as an example. Different from the stone pits and purple mud of Maotai-flavor liquor, Luzhou-flavor liquor must be fermented in mud pits. After repeated evidence collection and analysis, the project team finally chose Luzhou local yellow mud.
This kind of yellow mud is rich in various microorganisms, with good viscosity, high sealing performance, air permeability and water impermeability. It can be used to build pits and ferment continuously to make the wine more mellow.
Another level followed. Since ancient times, there has been a saying that "the Millennium pit is bad for a thousand years." Pit mud, as a carrier of microorganisms, plays a key role in the quality of wine. How to accelerate the aging of key substances in local yellow mud is still an unsolved problem.
The research team focused on humus, which is the fermented substance in activated sludge. Through repeated research, the "four-step" culture technology was finally successfully established, which improved the core technical index of Langjiu pit mud by 20% and the main flavor component of liquor produced by ethyl caproate by 50-60%, which was second to none in the industry.
In this way, 500 tons of Langjiu Luzhou-flavor seed mud was cultivated in the first year. By the end of 20 19, the number has expanded to 43,360 tons, which has achieved a high growth rate of 86 times in just five years. Expanding culture of high-quality pit mud is very important to improve production capacity. Now each cellar can produce at least one ton of original wine every year.
With continuous exploration and optimization, Luzhou production area has been gradually improved. According to the plan, after Luzhou strong sauce-flavor producing area is fully completed in 2025, the annual output of its original wine will reach 654.38+10,000 tons, and the supporting koji-making workshop will produce 60,000 tons of high-quality Daqu. There are also160,000-ton open-air tank farm,160,000-ton indoor clay pot warehouse, grain crushing workshop, finished product storage area and other related supporting facilities in the production area.
If the above is the strength of hardware, then combining with the innate skill of Langjiu's unique brewing and blending technology, the sauce-flavor quality of Langjiu Manor and the rich flavor advantage of Luzhou's thick sauce-flavor producing area are combined to create the absolute quality strength of Xiaolangjiu and Shunpinlang in the market.
Infiltrating the urban drinking scene, the track prospect can be expected.
In addition to the unremitting pursuit of quality, Langjiu knows that appropriate marketing strategies are equally important for Xiaolangjiu to stand out. At this point, another key strategy of Langjiu-"helping merchants and building big businesses" is of great significance.
Let big businessmen and good businessmen take the lead in deepening, infiltrating and expanding regional markets. At the same time, by controlling the layout of quantity, we pursue quality, protect the long-term development of the market, and achieve a win-win situation for brands and businesses.
This is not just a slogan. The data showed that from 20 13 to 202 1, the output value of light bottle wine increased from 35.2 billion yuan to 98.8 billion yuan, with a compound growth rate of about 14.2%. However, under the rising trend of the price of light bottles of liquor, with the further expansion of medium and high-grade light bottles of 50- 100 yuan, it is estimated that the output value of young bottles will reach1146 billion yuan in 2022.
In the broad prospect, small wine is especially popular with young people. The research report points out that for the post-90s consumers who pursue convenience and like early adopters, small bottles of wine are more in line with urban drinking scenes such as "drinking for one person", "drinking lightly" and "getting together for a drink", and are more in line with their needs for healthy drinking and quality drinking.
The advantages of the track are fully demonstrated, and those who are interested come in one after another. However, most brands are difficult to grow due to the lack of quality, technology and brand accumulation. Xiaolang Liquor and Shunpinlang, which have been deposited for many years, are undoubtedly strong competitors in this market segment.
This also fulfilled the words of Wang, vice chairman of Langjiu Co., Ltd.: "Xiaolangjiu was born by chance in a certain period, but it has grown into a big brand through ups and downs. Small bottles of white wine have the right time, place and people. With the help of Xiao Lang liquor, Langjiu first launched a decisive battle in a narrow position-a small bottle of liquor! "