After Yang Xing expressed his idea of ​​letting Xiyangyang Group invest in the reform and merger of several Dukang wineries, Fan Wei and Kan Dongtian were all lit up when they heard this. In fact, no one had made similar suggestions before, but this required the introduction of considerable investment funds and the cooperation of the local government in this matter. Now the liquor industry is not as famous as manufacturing and agricultural products, and it is difficult to obtain support from local governments, so this matter has been dragged on.

Moreover, in the late 1990s, Zhongyuan liquor enterprises committed unclear development strategies and infectious diseases entrusted by the reform of state-owned enterprises. The restructuring process of a large number of time-honored wineries not only did not revitalize the enterprises, but instead made the enterprises full of holes change their legal persons because of "living in vain" and "reborn" a "new" enterprise on the basis of old factories. The practice of changing personnel without changing their medicines except for "legal persons" can only make the assets of the old factory empty and sinking faster.

Faced with this situation, the provincial leaders in charge of economic affairs in Zhongyuan Province have also thought of many countermeasures. While advocating vigorously cracking down on "enterprise scammers", they require time-honored wineries not to be self-satisfied with experience, but to work hard to update their innovative consciousness. Yang Xing talked about introducing foreign funds to implement shareholding transformation of the two Dukang wineries. Moreover, He Guizhi is Yang Xing's mother. Zhongxing Group has made great contributions to the great economic development of Zhongyuan Province in recent years. Xiyangyang Group, where He Guizhi is located, was also the first to make a fortune in the fast food chain store in Zhongyuan Province. It is considered to be a majority of Zhongyuan enterprises. Now it is the leader of the domestic food industry. It only controls a state-owned winery brand. I believe there will not be too many opponents.

Kan Dongtian had a broader vision than Fan Wei. He immediately thought of more things from Fan Wei's suggestions. When he was in charge of the Central Plains, he also asked experts to investigate the sugar, tobacco and alcohol industries such as the major profit-to-tax majors in the province. Someone once proposed the experience of adopting Jiudu to merge the complicated second- and third-tier tobacco and alcohol enterprises in the province into several state-owned holding groups with greater market competitiveness, so as to better fight against large domestic enterprises that already occupy the high-end liquor market. However, although this idea is good, tobacco and alcohol enterprises are often the main source of financial resources in some poor counties and townships. If they want to merge and reorganize, the distribution of interests and political games involved are too wide. At that time, he focused on the province's agriculture and heavy industry, so he delayed the matter.

Although he is about to leave Zhongyuan, it does not mean that he has no memory of this career growth and prosperity. He feels that he can use the time he has taken office in Hainan to do something for the elders of Zhongyuan. If the cooperation between Dukang Winery and Xiyangyang Group can rejuvenate this old brand, it will be a good example for revitalizing other brands of liquor in the province. Thinking of this, he talked about the expert report about how the Zhongyuan Wine Industry should develop and what goals to choose to tell Yang Xing and Fan Wei, and I want to see their opinions.

That report gathers the wisdom of famous liquor industry experts and operators in the province. Therefore, the basic tone is set quite high. It is believed that the country is currently vigorously developing high-tech industries such as electronic information and biology, and the domestic biological industry actually excludes liquor. However, liquor uses agricultural and sideline products as raw materials and is converted into metabolites of microorganisms through microbial fermentation, which should belong to the biological manufacturing industry in the biological industry.

With this theoretical basis, the future development of the liquor industry should be set on the biological industry. "The country has strongly supported the biological industry for a long time in the future. Now, due to the positioning of the liquor industry, the liquor industry has been subject to certain restrictions in image shaping and industrial publicity. The impression that liquor manufacturing remains in the minds of ordinary people is often that the manufacturing process is backward, and the counterfeiting and selling of fakes is mostly negative images. If you want to revitalize the liquor industry, you must first promote the characteristics of the liquor industry through large-scale publicity. In addition to the special confidentiality process, you will continue to disclose the liquor manufacturing process and technology to the society, increase transparency, and let all sectors of society supervise the liquor manufacturing process, reduce people's misunderstandings about liquor, and restore the image of the liquor industry." Kan Dongtian said.

Fan Wei nodded quickly and expressed his deep feelings. He also said that he was also a public relations publicity for Kan Dongtian's proposal to redefine the image of liquor and let the public understand the inside story of the liquor industry. He also felt that it must be solved as soon as possible after investigation. The liquor industry has had a bad reputation in recent years, and many of the crises are usually caused by the public's misunderstanding of the liquor industry. The reasons for the misunderstanding are both misleading from the liquor industry themselves and one-sided publicity from the outside world. The most important reason is that the liquor industry has always lacked direct and effective communication between the liquor industry and consumers, which has led to the deepening of this misunderstanding.

For example, the famous Fenjiu, the most famous liquor brand in the north, encountered industrial fake liquor, which killed people. The famous cases of CCTV's betting on Shandong Qinchi Wine Industry in the past, all stem from the asymmetry of the process of liquor production and the information of consumers, which caused consumers to panic and smash the brand.

In fact, drinking raw liquor without any blending process is a consumption misunderstanding now in society. Blend is a very important and essential process in the brewing of liquor, which can effectively remove harmful ingredients such as formaldehyde, mixed oil, etc. Distilled liquors in various countries around the world also adopt blending process, including vodka, whiskey, etc. The alcohol used for blending liquor is made of grain alcohol made of potatoes, corn and other grains. Well-known liquor companies usually use high-purity edible alcohol and do not use industrial alcohol at all.

The reason why consumers become panic when they hear "eating alcohol" is that it has a lot to do with the long-term information asymmetry between the liquor industry and consumers. Wine companies often deliberately ignore the process of blending edible alcohol when promoting, and blindly promote the solid fermentation of pure grains, making consumers mistakenly believe that only pure grain solid fermentation of liquor is the real liquor, and make "edible alcohol blending" from an open process to a "unspoken rule" in the eyes of consumers.

On this issue, instead of continuing to cover up the bell, it is better to make it public. Liquor companies take the initiative to explain to consumers or invite consumers to visit the process flow, and try to be transparent and open. At the same time, marking relevant raw materials in the product labels to gain consumers' understanding and trust is the correct way.

In addition to reshaping the image of liquor, the competition in the liquor market has now developed towards the high-end direction of large groups, and there is not much time left for Zhongyuan Province wineries. It is necessary to establish its own large wine group as soon as possible to avoid being eliminated in market competition. As a major province with the largest drinking population in the country, if it cannot produce good wines that make the people of the province proud, it is really shameful to the people of the country. This time, Fan Wei took advantage of the opportunity of Du Kang wine restructuring, and wanted Zhongyuan wineries to enter the high-end liquor market with the help of capital.

In recent years, high-end liquor has become a fame and fortune market for capital both inside and outside the industry, and hot spots in the liquor industry have quickly shifted to the high-end liquor market. However, the extremely high market threshold, extremely long brand growth cycle, and high capital barriers have turned the dreams of most companies into nothing. Now, China generally believes that high-priced liquor prices above RMB 300 are collectively referred to as high-end liquor products, with sales volume of 500 tons, forming a regional core market and enterprises' profitability can be called high-end liquor brands. At present, there are only 4 companies in the country that can meet this requirement.

These four brands are Moutai, Wuliangye, Shuijingfang and Guojiao 1573, but Shuijingfang and Guojiao 1573 are still in the brand cultivation stage and do not pose much threat to the traditional time-honored brands Moutai and Wuliangye. Looking around the other famous wine brands in China, most of them are just domineering around their respective regions. It is just a delusion to challenge Moutai and Wuliangye. Moreover, Moutai and Wuliangye have frequently launched acquisitions in China in recent years, bringing many local famous wine brands under their command, and their product lines cover high, medium and low-end markets. Recently, they are promoting their own health wine and wine brands. Fan Wei believes that the situation is bad now. If they do not make any efforts, the Central Plains wine brands may be wiped out and swallowed up by the two famous wine brands in the south.

Since Kan Dongtian proposed to build several Central Plains liquor companies aircraft carriers, Fan Wei could not limit his ideas to the Dukang Liquor brand. If Dukang can cooperate with Xiyangyang Group this time, he could make great efforts even if he relied on a towering tree. So he then proposed that if the merger of Dukang winery was successful, as long as the province supports it, all the time-honored liquor companies such as Songhe Liangye, Baofeng Daqu and Zhanggong Liquor can be brought into the new group, retaining these time-honored brands as the group's sub-brands, and using the reputation of old-fashioned wines to explore the province and surrounding regional markets, and adopting the key investment method of enterprises to cultivate their own high-end liquor brands.

Yang Xing also put forward his opinion that most high-end liquor sells culture rather than wine itself. This requires product positioning and cultural packaging appropriately and appropriately, and to be consistent in appearance and appearance. There is a famous saying in the liquor market: No innovation is death. Liquor is a traditional Chinese industry with more than 5,000 years of culture. In today's liquor market, only by clear industry orientation and vigorously making cultural wine, and combining one's own brand with external resources can one be invincible.

Many large domestic companies are already doing the creation of their own characteristics of wine culture. Yang Xing reminds them that since they want to connect liquor manufacturing with the biological industry, they cannot sell dog meat under the guise of sheep, and regard this as a publicity stunt. Xiyangyang Group has rich experience in this regard, and Zhongxing can also provide consulting opinions. There is still a geographical advantage that can be used. Kan Dongtian has been focusing on bio-agriculture in the past few years in Zhongyuan and can provide excellent and safe raw materials for the liquor industry. On this basis, it may be better to go further, so that traditional liquor can innovate in the direction of vibrant liquor and open up the high-end market in the name of health wine.
Chapter completed!