China News Network
In recent years, more and more outstanding Chinese enterprises are in the same frequency with the times, seize the opportunity and come to the fore in the fierce market competition at home and abroad. Consumers' pride in domestic brands is also growing, and the use of Chinese brands has gradually evolved into a fashion trend.
On May 10, 2024 "China Brand Day" China Brand Expo was held in Shanghai. The theme of this year's China Brand Day is "Chinese Brands, sharing in the World; domestic products Chao Brand, Building the Future".
This theme not only expresses the opportunities for domestic brands to innovate and upgrade in the new era, but also focuses on the global vision of Chinese brands.
In the liquor industry, as an excellent representative of Chinese Luzhou-flavor liquor, Luzhou laojiao is speeding up to go abroad and enhance the influence of Chinese liquor brands in the world with its profound historical and cultural accumulation and unique brand charm. Let the world taste China.
Brand value lead
In recent years, under the industry Matthew effect, the market share of liquor is more and more concentrated to the head enterprises, and the industry has shifted from channel competition to brand competition.
This is especially true in the high-end liquor camp, Luzhou laojiao with its keen sense of the market, to build a "two-brand, three-line, large single" brand system, and constantly improve the brand's cultural heritage, gold content and reputation.
"double brand" refers to Guojiao 1573 brand and Luzhou laojiao brand. "three strains" refers to Guojiao 1573 series, Luzhou laojiao series and innovative wine series. The "big single" includes high-end large single national cellar 1573, as well as Luzhou laojiao 1952 under the Luzhou laojiao series, century-old Luzhou laojiao wine, Luzhou laojiao special song, Luzhou laojiao special song 60 edition and so on.
In the 2023 Kaidu BrandZ Top 100 Chinese Brands list, Luzhou laojiao's two brands "Guojiao 1573" and "Luzhou laojiao" were listed together, occupying the third and fourth places of liquor brands, and the total value of the two brands ranked second in the liquor industry, becoming the only two-brand shortlist in the liquor industry.
Under this brand system, Luzhou laojiao forms a complete and multi-level product matrix, which is improved accordingly.TokiarcadeBrand collaboration and anti-risk ability.
In 2023, Luzhou laojiao still achieved steady growth, with revenue reaching the 30 billion threshold for the first time. Its annual revenue is 302.Tokiarcade.33 billion yuan, an increase of 20.34% over the same period last year; net profit reached 13.246 billion yuan, an increase of 27.79% over the same period last year.
The strong brand strength of Luzhou laojiao is based on its core asset, "living double national treasures"-the traditional brewing skills of Luzhou laojiao wine that have been passed down for 700 years and the 1573 national treasure cellar ponds that have been brewed for 451 years.
As the first batch of enterprises in the industry to obtain the cultural heritage recognition of "living double national treasures", Luzhou laojiao has been used continuously since 1573 AD to the "1573 country treasure cellar pool". It is the world's largest, most well-preserved and longest-used "living wine relics". It is listed as "National key Cultural relics Protection Unit" and included in the "preliminary list of Chinese World Cultural Heritage".
Under the profound cultural background, Luzhou laojiao gives full play to its own advantages of cultural resources, and the brand value can reach new highs repeatedly.
Go to the world in the name of fragrance
Liquor, as a national industry inheriting thousands of years, is an important carrier of Chinese traditional culture, and the essence of liquor brand internationalization is culture going out to sea and brand going out to sea.
For liquor enterprises with a history of hundreds or thousands of years, how to bring forth the new on the basis of inheriting the tradition is a question that must be answered in the process of brand internationalization.
For a long time, Luzhou laojiao has been shaping the brand, the most fundamental thing is to endow the brand with cultural connotation and deeply excavate the cultural context of the brand.
In the level of cultural expression, Luzhou laojiao inheritance is not old-fashioned.
On the one hand, through the "Luzhou laojiao National cellar 1573 Collection ceremony", "International Poetry and Liquor Culture Conference" and other IP, it has set up an example of inheritance and innovation of Chinese liquor culture. Among them, the International Poetry and Wine Culture Conference is based on an international perspective, which is not only a window of world cultural exchange, but also an important starting point for Luzhou laojiao to move towards the world, which adds a new color to the internationalization process of Luzhou laojiao.
On the other hand, Luzhou laojiao joined hands with international competitions such as the Australian Open Tennis Championships and the International Table Tennis Federation World Cup to organize a global trip to "make the world taste China" to promote China's liquor industry to the world.
With the promotion of "Belt and Road Initiative" initiative, Chinese liquor culture and international exchanges have also entered a new era and achieved remarkable results.
At present, Luzhou laojiao's product sales network has grown from Asia to more than 70 countries and regions, including North America, Australia, New Zealand and South America, and brand counters have been set up at 71 mainstream international airport duty-free terminals in 15 countries. the related market has accounted for about 40% of the overseas market of Luzhou laojiao, and Luzhou laojiao has become one of the most visible Chinese liquor brands in the world.
It is worth mentioning that this year is the 60th anniversary of the establishment of diplomatic relations between China and France. Luzhou laojiao, as a partner, participated in the "Hello" hosted by the Chinese Ministry of Culture and Tourism and the Chinese Embassy in France in Paris, France. China's "Tourism Promotion Conference" will bring the series of palace lanterns of Luzhou laojiao National cellar 1573 × Chinese filament mosaic skills "Taste Chinese year" to France, so as to show the breadth and depth of excellent Chinese traditional culture to the world.
In the foreseeable future, Luzhou laojiao's broad cultural vision and open cultural concept are expected to make "the world taste this cup" and inject more vitality into the long-term development of China's liquor industry.