The golden autumn gathers momentum and draws a blueprint together. On September 19, the first Channel Partner Conference and Innovation Development Forum of China Resources Wine Industry with the theme of "Symbiosis and Empowerment" was grandly opened in Mount Qufu, the hometown of Confucius.
This conference is the first channel partner conference of China Resources Wine Industry since its establishment, marking the formal establishment of China Resources Wine Industry’s empowering channel partner strategy and taking an important step to work together with channel partners to achieve win-win cooperation and grow together. Zhao Yu, Director of Consumer Products Division of Shandong Provincial Department of Industry and Information Technology, Qin Shuyao, Secretary General of China Liquor Distribution Association, Gan Quan, Deputy Secretary General of China Liquor Industry Association, Hou Xiaohai, Party Secretary and Chairperson of the Board of Directors of China Resources Beer (Holdings) Co., Ltd., Zhao Chunwu, Deputy Secretary of the Party Committee and President of China Resources Beer, Wei Qiang, Vice President of China Resources Beer and General Manager of China Resources Liquor Industry Co., Ltd., Fan Shikai, Vice President of China Resources Beer and General Manager of Guizhou Jinsha Cellars Liquor Industry Co., Ltd., Yan Dong, General Manager of China Resources Liquor Marketing Management Center, Gan Xiaofeng, General Manager of Shandong Jingzhi Baijiu Co., Ltd., He Xiuxia, General Manager of Anhui Golden Seed Liquor (600199) joint stock company and channel partners An important historical moment.
Key customer platform deeply empowers channel partners, win-win cooperation and join hands to expand the new world of Baijiu
In 2023, Baijiu market consumption will gradually return to rationality. The explosive growth in the past has become history. In the new era, Baijiu enterprise competition will once again focus on brand power, product power, channel power, innovative marketing ability, etc. As the Matthew effect of the industry becomes more and more obvious, the market competition situation faced by enterprises is becoming more and more severe. The wine industry urgently needs a new model to break the situation and seek new development opportunities. For Baijiu sales, distributors and channels are crucial. At this channel partner conference, Hou Xiaohai said: "We regard the channel model as an important development direction. In the future, we will join hands with Baijiu partners to form a community of interests, create, develop and grow together, and build an end point consumer-oriented distribution management system and sales model."
The meeting also clarified the development and operation strategy, rules, rights and interests of China Resources Wine Industry’s key customers, and divided the key customer platform into three-tier structure, layered design, layered management, and named Runding Club, Runzun Club, and Runjue Club respectively. This reflects the cultural heritage and brand concept of China Resources Wine Industry, highlights its ardent expectation for the value of the key customer platform, and hopes to promote the coordinated development with dealer partners and the beautiful vision of two-way empowerment through the key customer platform.
Wei Qiang put forward the "five propositions" and "six common strategies" for the first time at the channel partner conference, namely, one heart, one force, one policy, one benefit, and one win, and is committed to discussing and creating with major customers, sharing benefits and risks, and jointly promoting the development of China Resources Wine Industry in Baijiu New World.
Distributor representative Gao Bing said that Xinxing Group has been inseparable from China Resources, closely following the strong organizational guarantee, financial guarantee, brand endorsement, super innovation concept of China Resources Wine Industry, to explore the new world of Baijiu pioneer, always keep the leader of manufacturer cooperation, will move towards a successful future. At the same time, he also took this opportunity to offer suggestions and suggestions, saying that high-quality wine merchants must focus on the operation of high-end PC and console game products from manufacturers, so that enterprises can develop space, wealth, influence and strong anti-risk ability.
Ready to go, welcome the "new world" "three bottles of Baijiu" and start a new game
In 2022, Hou Xiaohai proposed a "new world of beer". With this year becoming the first year of China Resources Beer’s comprehensive development of Baijiu business, "Baijiu New World" came into being. Hou Xiaohai said: "The ideological framework of the new world of alcohol is the world view of China Resources Beer’s beer and Baijiu industry. Only when an enterprise has established a correct world view can it have a correct choice and firmly do the right thing."
China Resources Wine Industry has a deep insight into the development trend of the industry, analyzes the opportunities and challenges of the new world, and strives to promote brand renewal with the consciousness and enterprising initiative of conforming to the development of the times. Under the development model of China Resources Beer’s "Bei Bai Double Empowered", it has established the development positioning of Jinsha Wine Industry as "the leader of the wine industry, the main force of sauce wine, and the high-end rising star", endowed it with the corporate mission of "being the explorer and practitioner of the new world of sauce wine", and formulated the goal of "becoming a national leading sauce wine enterprise towards 10 billion yuan within three years and maintaining the brand status of the high-end industry"; established the strategic positioning of Jingzhi Baijiu as "the leader of the country’s cheese fragrance and the pioneer of the revitalization of Lu wine", and released Jingzhi Zhixiang true old wine Series of products; Golden Seed Wine Industry is using Golden Seed Fuhexiang and sub-high-end as engines, leading the third round of category innovation in Huanghuai Famous Wine Belt.
In light of the development of the Baijiu industry in 2023, Gan Quan, deputy secretary general of the China Wine Industry Association, said that enterprises’ perfect control of channel management, resource integration, and the balance of interests of all parties is the main reason for excellent wine enterprises to rise against the trend in the current environment. At a time when high-quality modernization is the main theme of the wine industry, enterprises that can create good products and services for consumers, have a good governance structure, and actively innovate in the field of circulation can stand out and usher in a bright future. The opening of China Resources Liquor’s key customer platform will effectively promote the market operation of Jingzhi Baijiu, Golden Seed Liquor, and Jinsha Liquor in the future, relying on Snow Beer to provide Baijiu with high-quality and penetrating dealer resources, helping Baijiu obtain end point resources including catering end point; Baijiu brand provides products for Snow Beer dealers, bringing end point influence improvement and profit growth.
Symbiosis empowers Baijiu to meet the new mission, unite to become first-class and create a new future
Baijiu industry development so far, in intelligent, marketing thinking, cultural connotation and other aspects of innovation accelerated development, intelligent brewing to promote industrial upgrading, diversified marketing to promote sustainable development, to give a differentiated culture to meet the needs of different circles of consumers, has become the main theme of Baijiu industry innovation, accompanied by Baijiu dealers gave a more important mission, put forward higher requirements for its efficient docking with the end point of consumption.
Hou Xiaohai said that this year is the first year for China Resources Wine Industry to fully deploy Baijiu business, and it is also a year of recovery and hope, difficulties and challenges. Baijiu industry presents pain points such as overcapacity and talent shortcomings, but in terms of quality development and personalized development, Baijiu industry has ushered in a new spring. Standing at this historical node, facing the era of Baijiu industry, China Resources Wine Industry will forge ahead with determination to overcome all difficulties. Hou Xiaohai said, "Practice is the only criterion for testing the truth. Firm strategic confidence, maintain strategic determination, eliminate all noise, and unswervingly implement the three-year business development strategy. From exploration, development to strengthening, we will bravely be the explorer of Baijiu’s new world."
At the conference, Hou Xiaohai made twelve methodologies such as "learning from famous wines, masters, and big merchants", "establishing a strong relationship between fragrance flavors and main brands", and "establishing a unique, personalized, and branded own IP in the new world", which provided programmatic guidance for China Resources Wine Industry to build an innovative model of Baijiu New World. In the future, China Resources Wine Industry will continue to promote the exploration and practice in Baijiu New World, and move towards the great journey of opening up Baijiu New World with a ready-to-go attitude. Together with channel partners, it will move forward bravely to jointly promote the development of Baijiu business to a new level.
The holding of this channel partner conference will start a new journey for China Resources Wine Industry. In the future, China Resources Wine Industry will rely on its own strong brand potential, based on continuous exploration of brand, channel, sales management, digital operation and other aspects, through the establishment of a key customer platform, establish a key customer organization, enhance the ability of key customers, and empower channel partners in both directions to create a win-win situation. Together, we will enter the new world of Baijiu, provide consumers with better and better products and services, and make greater and more outstanding contributions to society. Help China Resources Beer achieve the grand goal of "world-class wine enterprise".
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