How to ride the wind and waves in the post-epidemic era
With the joint efforts of the whole society, the epidemic situation in China has basically been "preventable and controllable". However, in the foreseeable future, all walks of life are facing the core problem of "recovery after the epidemic". One of the core topics of this meeting is to discuss how to develop the liquor market in the post-epidemic era, and how to further enhance the brand value of xifeng liquor in the post-epidemic era and achieve the great goal of exceeding 10 billion yuan.
During this period, Zhou Yanhua, deputy general manager of Shaanxi xifeng liquor Co., Ltd. and general manager of marketing management company, led the team to visit the market many times to understand the needs of the market, customers and various channels, and made steady progress in enhancing the brand value of xifeng liquor, improving service capabilities and promoting information construction, and achieved remarkable results. With Xifeng people's keen judgment on the market, the relationship between manufacturers, product marketing, annual plan and other links were optimized to ensure Xifeng's precise course and proper strategy, thus ensuring the successful completion of the annual task.
For the most important product quality link, in the brewing production in xifeng liquor, the company strictly controls the quality and passed the HACCP quality system certification. The product adopts robot unloading, ultrasonic bottle washing, canning and sealing technology, and also adopts intelligent manufacturing to check the production links layer by layer, which eliminates the defects of manual inspection and greatly improves the product quality.
As four famous brands in China, Xifeng people always believe in the concept that "quality is the future". In terms of quality inspection, Xifeng has 7 levels and 55 lines of defense, including 7S packaging of finished products, on-site management of brewing 10S, and closed-loop inspection of raw grain to raw wine. Strict quality control has become the habit of Xifeng people. Xifeng liquor people firmly believe that after the ups and downs in 2020 and the cruel market baptism, xifeng liquor still sticks to its original intention, which shows the tenacious spirit and excellent anti-pressure ability of xifeng liquor people, especially the marketing department, with the full support of dealers and suppliers all over the country, has created one market miracle after another.
Xifeng people have stabilized their pace under the fierce market changes, which not only developed and improved the market layout, but also enhanced the brand value of Xifeng. Just as the Xifeng people shown in the feature film "Braving the Wind and Waves, Yao Hong Zhang Hua" show the responsibility of enterprises in the face of the epidemic, and the speed of rebuilding and reappearing Xifeng after the epidemic is the perfect embodiment of Xifeng spirit.
The New Cycle Theme of "Polarization" in Liquor Market
How to develop the liquor market in the post-epidemic era? Zhou Yanhua, deputy general manager of Shaanxi xifeng liquor Co., Ltd. and general manager of marketing management company, mainly introduced the deployment direction of xifeng liquor in three major sectors: self-operated sector, brand operation sector and e-commerce.
Take "seize the opportunity, seize the track and maintain high-speed and high-quality development" as the general tone, and adhere to the "three-wheel drive" high-speed development model. In the self-operated sector, the company will deepen the national market layout around "one center, two engines, three focuses and four guarantees", comprehensively consolidate the channel foundation, and accelerate the process of high-end and nationalization of the brand.
Brand operation plate, further combing and integrating product structure, strengthening brand elimination mechanism; Effectively promote the hierarchical management system of dealers; Strengthen the construction of outlets and teams, focusing on the depth of the base market; Comprehensively promote the innovation and transformation of service work. E-commerce sector, integrate and optimize product lines, and build e-commerce flagship products; Optimize the basic operation and enhance the image and cognition of Xifeng official flag; Establish exclusive live broadcast rooms, develop exclusive products for live broadcast channels, and strengthen the cultural communication and purchase transformation capabilities of live broadcast channels. Achieve all-round, deep-seated and three-dimensional layout, accurate positioning, coordinated development, and promote major breakthroughs in marketing.
As far as the liquor market is concerned in 2020, the net profit of liquor industry will decline for the first time in seven years, and the trend of "polarization" is obvious. Polarization refers to the polarization of high-end liquor and low-end liquor and the polarization of brand strategy. In this epidemic, high-grade liquor was less affected by the epidemic, while low-end liquor was more affected. Xifeng liquor actively adapts to the changes in market layout, optimizes product structure, and especially ensures the basic strength of channels. On the other hand, xifeng liquor's brand strategy has also changed from the old-fashioned positioning of "long history" in the liquor market to an international and younger positioning idea. It will be the new direction of xifeng liquor to build the main products of e-commerce, the exclusive live broadcast room and the exclusive products of live broadcast channels.
Revival era reappears the glory of famous wine
At the end of this conference, Zhang Zheng, Party Secretary and Chairman of Shaanxi Xifeng Winery Group Co., Ltd., made a speech entitled "When the wind is good, it is time to sail, don't wait to whip yourself-from victory to more brilliant victory". He fully affirmed the achievements made by enterprises under the pressure challenge in the past year, and expressed heartfelt thanks to the vast number of dealers who shared the same fate with Xifeng and seized the market opportunities. Zhang Zheng summed up Xifeng's work in 2020 as "cultivating opportunities in danger, surviving in adversity, tackling difficulties in reform and surpassing in catching up".
For the planning of 202 1, Zhang Zheng emphasized the need for continuous marketing breakthroughs and adhered to the development concepts of "complementarity" and "going out"; Understand the connotation of high-quality development and build a new concept of high-quality development; Strengthen the cultural self-confidence of the "Belt and Road" and continue to empower the brand; Integrate into the new development pattern of producing areas and revitalize the status and influence of famous wines.
When the wind is good, it is time to sail, so we don't need to whip ourselves. Facing the new era and new journey, Zhang Zheng hopes that manufacturers will unite as one, go forward bravely, wade through the dangerous beaches and tide over the difficulties together, so that xifeng liquor can ride the wind and waves, go against the trend and leap to a new development level!
There are different opinions on the development direction of liquor industry in the post-epidemic era, but people in the industry generally believe that it will be an inevitable trend to return to normality, and there are new things in normality. With the change of people's drinking scenes and ways, the emergence of a new normal is inevitable. Just like Zhang Zheng's summary of xifeng liquor, the liquor market will inevitably develop from mass liquor to mass famous liquor. The stable and sustainable development of famous wines will not only bring about a series of changes in products, brands and channels, but also cultivate opportunities in danger.
Xifeng liquor's road to revival is not only the road to the development and growth of enterprises, but also the road to the revitalization of liquor industry. We believe that xifeng liquor's brand value will be further enhanced through its "high-end and national" strategy. 202 1, xifeng liquor will take a step further to the industry benchmark position. Let's go hand in hand and wait and see.
All the glories and achievements can only represent the past, and the bright future remains to be explored. Xifeng liquor's future is not just red. Xifeng liquor's road to revival is not only the road to the development and growth of enterprises, but also the road to the revitalization of liquor industry.
Xifeng people have experienced hardships and hardships, and they have no regrets. Together, they adhered to their original intention and went through an extraordinary year of 2020. This spring, everything is a new beginning. Xifeng liquor joins hands with various dealers to push the cause to a new level, gather the infinite wisdom and majestic strength of all xifeng liquor people, and March forward by dreams, just to create a legendary era belonging to xifeng liquor.