Special topic: the 13th China Liquor T9 Summit

Sponsored by China Liquor Industry Association and hosted by Shanxi Fenjiu GroupPokerhousenearmeThe 13th China Liquor T9 Summit was solemnly held in Taiyuan, Shanxi Province on April 12. At the summit, Wang Diqiang, deputy secretary of the party committee and general manager of Xijiu Group, delivered the following speech under the theme of "stick to the bottom line of quality, adhere to cultural heritage and serve consumers":

T9 Summit has become a weather vane for people from all walks of life to observe the development of the liquor industry, forward-looking research and new thinking on the development trend of the liquor industry, so that the industry continues to achieve new development. Especially after listening to and learning the theme report of Chairman Shuyu this morning, I have some new insights.

First, build confidence

China's liquor industry has a long history, resource endowment and solid foundation.PokerhousenearmeOur original confidence. Xijiu has extracted six self-confidence to achieve its development goals based on its own reality: cultural confidence, quality confidence, brand confidence, team confidence, market confidence and development confidence, which coincides with the theme of the summit.

1. Cultural confidence. Xijiu has a long history of brewing culture, as well as a history of arduous and tortuous development. Since its inception in 1952, adhering to the attitude of "continuous self-improvement and carrying things with virtue", we have made unremitting efforts to optimize and improve the brewing skills of wine learning and promote the process of nationalization of wine learning. The company has spanned more than 70 years of wind and rain and accumulated a profound cultural heritage, which has laid a huge competitive advantage, benefit advantage and development advantage for the development of wine.

2. Quality and confidence. The production capacity is getting stronger and stronger, the scale is getting larger and larger, and the technical ability is also getting stronger and stronger, all of which have laid a solid foundation for the quality of wine products and made them stand up to the test of market and time.

3. Brand confidence. The brand value will be 2224 in 2023.Pokerhousenearme.63 billion yuan, growing into a national brand.

4. Team confidence. The company's management team, technical team, production team and marketing team cooperate with each other, stick to the original intention and strong strength, and the dealer team, supplier team and partner team are loyal and reliable, work together and develop together. become the self-confidence and confidence of Xijiu to expand the market.

5. The market is confident. Corporate and brand awareness, reputation and consumer loyalty are growing. The market service is more temperature, the layout is more reasonable, and the market effect is more obvious.

6. Develop self-confidence. Technological reform has been carried out in an orderly manner. Always adhere to the guidance of "high quality and high production", the quality of base wine and finished wine remains stable and excellent, and the development strength is more sufficient. The reform of state-owned enterprises has been deepened, the ability of corporate governance has been continuously improved, and new progress has been made in system construction. With the guidance of Junpin culture, we will constantly enrich the connotation of brand concept, launch high-end cultural and creative products, and activate the new momentum of enterprise development.

Second, consolidate the source

1. Culture: while making mellow and high-quality wine, Xijiu has precipitated the character of "knowing awe, gratitude, humility and compassion", and the gentleman's taste culture continues to lead the high-quality development of Xijiu to a new forward.

2. Ecology: on the one hand, through greening, beautification, brightening and other ways to improve environmental quality, on the other hand, by creating an atmosphere, improving greening quality, optimizing architectural design, etc., to strengthen the memory of corporate culture, so that environmental culture can effectively empower liquor brands.

3. Skill: keep correct and innovative (keep the core of traditional craft, keep the right of quality, keep the right of culture, keep the right of conscience). People-oriented, more consideration should be given to humanistic care in the process of innovation.

Third, mention the value

1. Experience value. Create the experiential value of Chinese wine through industrial tourism, brewing industrial art and museum visits, wine tasting, commemorative products and customized products. Consumers can visit the winery, taste the wine, understand the wine culture, and feel the charm of Chinese liquor.

2. Cultural value. Liquor is a kind of diet, a kind of etiquette, one side of folk customs, a kind of artistic aesthetics, a part of Chinese culture.

3. Social value: the core work of corporate social responsibility for spirits includes adhering to green ecological brewing, continuously spreading healthy and rational drinking attitudes and behaviors, promoting rural revitalization and industrial development, and carrying out legal responsibilities. let Chinese spirits achieve a better future.

4. Economic value. On the one hand, liquor has brought significant development to related industrial chains, such as raw material cultivation, packaging, logistics, advertising and so on; on the other hand, the prosperity of liquor industry has also created a large number of employment opportunities for society and promoted the prosperity and development of regional economy.

III. The responsibility and orientation of T9

"offering wine for a better life" is not only the original mission of China Wine Industry Association, but also the common pursuit of every brewer. To study and explain the scientific truth and cultural connotation of Chinese liquor should also become the eternal theme of T9 enterprises.

At present, the new productivity of the liquor industry is rising, the new consumption trend is showing, and the development pattern, competitive environment and marketing mode of the liquor market are undergoing profound changes. I was deeply inspired by the unique views of my colleagues just now. Here, I would also like to share with you my understanding in three aspects.

Stick to the bottom line of quality and build a solid foundation for development with excellent quality. Quality is the foundation of cultivating the brand, promoting the core of the brand and the cornerstone of the brand value. Xijiu always believes that adhering to the quality concept of "quality is life" and adhering to the technology of solid-state fermentation of pure grain is our original intention and duty.

We are willing to work with our brother enterprises to continuously promote the "quality clarity" of Chinese liquor, explore the "wine-making concept" of microorganisms from the scientific level, explain clearly the flavor expression of Chinese liquor, and further uncover the "mysterious veil" of Chinese liquor. explain the cultural and technical connotation of Chinese liquor to global consumers in easy-to-understand language.

Adhere to respect for consumers and polish the background of the brand with excellent service.

Adhere to cultural heritage and make concerted efforts to enter the international market with excellent culture. At present, the domestic liquor industry has entered a deep adjustment cycle, and the consumption of international distilled spirit is becoming more and more popular at home. The test behind the competitiveness of Chinese liquor is cultural endurance and cultural wisdom, which requires us to strengthen unity and cooperation and strengthen cultural self-confidence. Road self-confidence, and jointly promote Chinese liquor culture from the "era of corporate culture" to the "era of industrial culture".