After hearing Fan Wei's words, Yang Xing laughed first, "It turns out that every holiday you have been giving my dad a box of Du Kang wine. It turns out that it is not to be filial to him, but to dig a hole and wait for me to jump. It seems that you have been planning this for a day or two. For the Du Kang wine you gave, you can honestly explain your ideas. I will definitely help if you can help you."

Fan Wei's face turned slightly red when he heard this. This idea was indeed not a sudden idea, but it was a germination at the Economic and Management Committee. When the Economic and Management Committee investigated the Central Plains industry, he noticed that Du Kang Liquor was in a downturn. It was not an individual phenomenon. The time-honored wineries in other parts of the Central Plains, such as the famous "Song Baogong (Songhe Liangye, Baofeng Daqu and Zhanggong Daqu)" were also poorly managed and were on the verge of bankruptcy.

You should know that since ancient times, there has been a saying that northern wine and southern tea. The proportion of northerners who are addicted to alcohol is much larger than that in the south. As a northern province with a large population, in the liquor industry, dealers have given the Central Plains market a "dimpou" name, because Central Plains is not only a major consumption province for liquor, but also an important province with native wine. The brewing industry was once one of the important pillars of profit and tax in the Central Plains. However, in recent years, the Central Plains liquor has experienced a serious decline, which has made people with knowledge feel heartbroken and have been looking for a good prescription to treat the stubborn diseases of the liquor industry. If Fan Wei can find a new way to revitalize Central Plains liquor, then his career will definitely take another big step forward.

Fan Wei obviously made some hard work on this matter. Since Yang Xing expressed his support, he quickly organized his words to express his views. Although Chinese liquor has a history of 5,000 years, the world retains the most complete grain distilled liquor. It inherits this thousand-year-old Chinese culture, but now it lacks a wine industry soul suitable for today's culture.

Chinese liquor has never been popular all over the world as brandy, whiskey and vodka. When we talk about whiskey, we all know that it is the "water of life"; when we talk about brandy, we know that it is the "soul of wine"; "vodka" in ancient Russian literature means "medicine"; beer is known as "liquid bread" and yellow wine is known as "liquid cake", but for the image of Chinese liquor, not to mention foreigners, even Chinese people themselves are different. There is no definite statement.

For a long time, the public media's attention to liquor has mostly focused on rising prices, official consumption, CCTV advertising, drunk driving, fake liquor, etc., which has made the public's impression of liquor more closely linked to some negative events, which is a regret of liquor culture. In addition, domestic attitudes towards liquor are also very problematic. In foreign countries, liquors such as champagne are regarded as national material cultural heritage and are more protected. The French government announced that except for several types of champagne in the Champagne area, the others are fake and will be severely punished once discovered.

In my country, liquor is an industry that restricts development. Although the sales revenue and net profit of the liquor industry increase at a rate of more than 30% each year, and brings good benefits to the country and society in terms of taxation and employment solutions, it still lacks policy recognition. Compared with foreign countries, the reason why foreign liquor can continue to enter the Chinese market is closely related to the support of foreign governments for their own liquor.

Therefore, Fan Wei believes that first of all, we must reposition the liquor in China. We no longer link the liquor industry with the old concept of high pollution and high grain consumption, and we must provide policy support. It is not easy to change the policy nationwide, but it should be difficult to implement experimental reforms in Jiudu or Central Plains Province to implement liquor industry policies. We should first take advantage of the opportunity to change the stereotyped and outdated impression of liquor in people's minds.

For a long time, people often mistakenly believe that liquor itself has no technical content. Isn’t it just grain fermentation and later blending and aromatherapy? Most of the cost is water, which is not enough to support its high price. Scandals often circulate within the liquor industry, giving people the impression that they lack social responsibility in environmental protection. Moreover, some wineries are too entangled in the past history. Du Kang Liquor likes to talk about their own liquor for many years, but modern society lives fast and pays attention to maintenance. Liquor that is too high-quality is incompatible with the environment of the young generation who emphasizes health.

The taste and drinking atmosphere of liquor can no longer meet the enjoyment needs of young people gathering in emerging bars and ktvs. Foreign liquor brands can be seen everywhere. Liquor can almost only appear at wedding and funeral banquets, greatly narrowing the scope of target customers. The high-end taste and comfort created by foreign foreign liquor have a great squeeze on the traditional liquor market. Even for wine for banquets, the concept of liquor as a necessary combination of Chinese cuisine is not prominent. The history and variety of Chinese liquor far exceeds Japanese sake, but sake is popular all over the world with the help of Japanese cuisine, while domestic Moutai and other top liquors can only be placed in the corner of foreign Chinese supermarkets, which is very evident.

After listening to Fan Wei's preliminary analysis, Yang Xing and Kan Dongtian couldn't help but look at him with admiration. It seemed that he was not limited to the Du Kang wine corner, but focused on the entire liquor industry. Although he was a little ambitious, based on this overall view, it was obvious that he had made deep thoughts on revitalizing the Du Kang wine brand and had his own ideas.

"I think the government should first change its understanding. Don't always think that liquor is a very backward and ancient traditional industry. It should take the initiative to position liquor as a characteristic industry in regional ecological resources, a biomanufacturing industry based on biotechnology, and a leading industry in agricultural industrialization. Using this as an argument, it will increase publicity efforts and change the old impression of liquor in consumers' minds. Now everything is keeping pace with the times. For example, liquor consumes grain, which is an old view. The main raw material for brewing wine is sorghum. Among the major brand wines, in addition to Wuliangye, it also claims to use wheat and glutinous rice. Who still uses sorghum as staple food now?"

"The other person put forward the high pollution of liquor is also an old almanac. I asked Yilin's cadres in charge of the liquor industry. They introduced that modern liquor generally adopts natural fermentation and has a great dependence on the ecological environment. Liquor companies actually need to build and protect the ecological environment most to achieve sustainable development. Therefore, from the perspective of environmental protection, many liquor companies today not only do not have high pollution problems, but have made many contributions to the local ecological environment protection. For example, the Guizhou government has strictly stipulated that there are no heavy factories allowed within a few hundred miles of the water source in Maotai Town. Moutai wineries have formed the most advanced comprehensive supporting system in the domestic aspects of ecological environment protection, wastewater treatment, etc. Now the term "ecological brewing" is already included in the national industrial terminology, which is a direction for the development of the liquor industry in the future."

Yang Xing nodded deeply and agreed that this is indeed an opportunity to regain the image of domestic liquor. In recent years, scandals in the domestic liquor industry have occurred frequently. What are the combination and adulteration of industrial alcohols that cause death? The vintage wine is insufficient. During the food crisis last year, a major scandal broke out in Taiwan about beverages being mixed with industrial cloud agents. As a result, someone in China tried a famous high-end liquor, but found that the cloud agent exceeded the standard. It almost caused a fatal blow to the brand.

His mother He Guizhi's Xiyangyang Group has been committed to penetrating into many food-related industries in recent years. As an industry with high profits and high brand value, liquor has long entered Xiyang's sight. According to the analysis of researchers of the group, the rapid economic development in recent years has led to rapid differentiation of social classes and comprehensive upgrading of consumption. China's high-end liquor market has ushered in a rare golden period of development. More and more people consume high-end liquor, consumption has increased significantly, product value centers have continued to move upward, and brand premium space has become increasingly large. The high-end liquor market has become one of the few opportunity industries in China.

However, the production technology of liquor has not improved in breakthroughs. Everyone is selling brands. The trend of medium and high-end liquor being monopolized by first- and second-tier brands is obvious. The cost of producing low-end liquor is similar in size, but the degree of mechanization of liquor filling is getting higher and higher. my country is a major manufacturing country with strong mechanical research capabilities. As labor costs continue to rise, the assembly line model of large factories and its advantages in online sales systems will put huge pressure on small wineries. The profits of liquor industry can only be solved by increasing prices and developing a larger market. To a certain extent, the brand popularity of liquor almost determines the life and death of the company.

Xiyangyang Group has always wanted to acquire some well-known liquor brands in one step, but many time-honored liquors are protected brands by local governments, and outsiders are difficult to intervene. Some emerging brands have a greater gimmick than reality, and the hype is too heavy, and He Guizhi is afraid that she will fall into her hands after receiving it. This is a lesson from the past. In the early 1990s, Chinese liquor belonged to the world of Shandong liquor. The once sensational CCTV advertising bidding king dispute was almost blocked by Shandong companies. If Zhongxing Group had not emerged and had won the bidding king several times, I was afraid that the situation of Shandong wineries even dominated the bidding king in their previous lives would have happened again.

When the incident of "Lu Liquor is actually blended with Sichuan Liquor" broke out, revealing the shameful underground activities of Lu Liquor and Sichuan Liquor. Lu Liquor people were stunned and consumers were angry. Lu Liquor was "extinguished from the nine clans" by the market for the omissions of "mixed wine" and the news media. The once-in-communication Kong Fu Family, Kong Fu Banquet and Qinchi Winery both fell from the first-class brand to the second- and third-rate status, and sales and profits fell seriously. He Guizhi didn't want to buy a hot potato in her hands.

When Yang Xing heard that Fan Wei wanted to revive the Dukang wine brand, he had the idea of ​​matching him to cooperate with his mother Xiyangyang Group. Xiyangyang Group has funds and technology. After the training of the last food crisis, the group brand has already gained a place in the minds of consumers. The unique historical and cultural colors of Dukang wine itself are just around the corner. With a little guidance, it is just around the corner to enter the high-end liquor consumer market. At the same time, after the birth of the new company, the dispute between Yilin and Xinyang over the Dukang wine brand has also been resolved. As long as Fan Wei cooperates to transform the two wineries from state-owned to private joint-stock enterprises, will both wineries become subsidiaries of the new company?
Chapter completed!