In the domestic market, Wuliangye Group has implemented the brand strategy of "1+9+8" in recent years. "1" means to make Wuliangye a world brand, "9" means to make it nine national brands, and "8" means to divide the national market into eight regions and launch eight regional brands to meet the needs of different consumers. At present, this strategy has achieved great results. As the brand core of the company? The annual output of Wuliangye does not exceed 8000 tons. The company has also cultivated two middle-priced brands, "Wuliangchun" and "Wuliangchun". At the same time, brands such as Wuliangye, Wuhu Liquid, Century-old Store, Zunjiu and icing on the cake have gradually increased their sales through market development, becoming fast-growing brands in some prefecture-level markets. Regional brands such as "Spring between the Two Lakes", "Modern People" and "Spring, Summer, Autumn and Winter" have also achieved certain sales results from scratch and from small to large.

It is understood that in order to make the brand bigger and stronger, Wuliangye Group will implement the marketing strategy supported by key brands, and further focus on encouraging and supporting dealers to do a good job in the middle and high-priced series of wines.

"In addition to facing the domestic market, we are still implementing the strategy of going abroad, aiming to show the world the charm of China's traditional culture and excellent brewing technology and make our due contribution to revitalizing the national industry." Tang Qiao said.

It is reported that Wuliangye Group has a good brand accumulation in entering the international market? They won the Panama International Gold Award in 19 15, 1995 and 2002 respectively, and won 38 gold medals in the World Expo. At present, the proportion of Wuliangye in China's high-quality liquor exports has reached 90%, up 15% year-on-year.

"However, compared with the impact of international wine brands on the domestic market, the recognition of China liquor by foreign consumers needs to be further improved, which involves a cultural difference and eating habits. "Tang Qiao said," China's white wine is brewed from whole grains, with high degree and heavy taste, which generally needs to be drunk with side dishes; Many foreign liquors can be drunk alone, and this difference in cultural habits prevents some people from really understanding the liquor culture in China. "

How to change this situation step by step and convey the liquor culture of Wuliangye and China with "international language" has become the subject of Wuliangye brand managers' efforts. "We made two small attempts overseas and the results were good." Tang Qiao introduced that once in the United States, the slogan of brand communication was "five-fiveishina", which combined the concepts and legends of "five elements, five grains, five nourishment, five mountains and the ninth five-year supreme" with Wuliangye and explained them to foreign friends. As a result, they were very interested, and a good cultural collision made the concept promotion very successful. On another occasion, the company demonstrated the production technology of Wuliangye in the United States, vividly telling people that the brewing principle of Wuliangye is basically the same as that of western cocktails, but the "blending" technology is advanced. This image metaphor reminds consumers of Wuliangye at once.

It is reported that in 2008, Wuliangye Group invested a huge amount of advertising expenses in the United States, Europe, Japan and other places to increase the dissemination and promotion. Correspondingly, Wuliangye has laid a global marketing network in an all-round way, and international retail giants such as Wal-Mart, Carrefour, Metro and Tesco have also rushed to Yibin, Sichuan to sign a global strategic cooperation agreement with Wuliangye.

"Of course, domestic high-quality liquor should be gradually familiar and accepted by international friends. Such a change can never be completed overnight. " Tang Qiao said, "But this is the responsibility of national enterprises. Wuliangye will, as always, work together with the national liquor counterparts. "