The 20 19 financial report of Niulanshan's parent company "Beijing Shunxin Agriculture Co., Ltd." shows that the annual operating income of Shunxin Agriculture is1490 million yuan, up by 23.4% year-on-year, of which the sales income of liquor industry reaches128.9 million yuan, up by/kloc-0.9/kloc year-on-year. Niulanshan is striding forward to the largest liquor enterprise in China with a clear path.
How can Niulanshan be promoted to "Billion Enterprise Club"?
0 1 Make the traditional product "Erguotou" bigger and stronger.
Niulanshan Winery was formerly a state-owned Niulanshan Winery. After liberation, Shunyi county established a joint venture based on the four famous old woks in Niulanshan area, namely "Gong Li", "Fushuncheng", "Yixin" and "Kuisheng". Subsequently,1October 26th,1952 10, Niulanshan Winery was formally established.
At the beginning of its establishment, Erguotou was the leading product of Niulanshan Winery. The history of Erguotou can be traced back to the Qing Dynasty. At that time, some winemakers found that the wine cooled in the first and third pots was not pure in taste, and the wine cooled in cold water after the second pot was rich in flavor. After technical improvement, this wine is called "Erguotou".
1993, in order to meet the market demand, Niulanshan launched Luzhou-flavor liquor "Jingjiu", supplemented by TV advertising expenses as high as 60 million, which quickly opened the market in China.
By the end of 1996, Niulanshan had achieved a sales income of 580 million yuan and an enterprise profit of over 70 million yuan. With the approval of Beijing Municipal People's Government 1998, Beijing Shunxin Agriculture Co., Ltd. was established by way of fundraising. In the same year, the company was listed on the Shenzhen Stock Exchange on June 4, 2008, becoming the first liquor listed company in Beijing.
Impact on high-end, Niulanshan wine enterprises realize brand transformation.
Niulanshan has always regarded the low-end liquor market as the "main battlefield". The main consumer groups in this market are migrant workers, third-and fourth-tier urban residents and urban residents, with high consumption frequency and a large proportion of self-drinking scenes.
However, although low-end liquor consumers are wide, the profit level is low. The hot sale of Erguotou has helped Niulanshan gain a firm foothold, but it has also become a "burden" for enterprises to impact the high-end market.
Starting from 200 1, Niulanshan began to upgrade its brand strategy.
However, the road to high-end wine is always difficult. In 2008, the income of high-end liquor in Niulanshan was as high as 57%, but in the subsequent national promotion, the income of high-end liquor fell below 30% again, and the main consumption areas of high-end liquor were only concentrated in Beijing and its surrounding areas, which did not get extensive attention in the whole country.
Subsequently, Niulanshan blew the horn of "changing the standard" by relying on innovative marketing.
Niulanshan first hired actor Li Ding as the contemporary spokesperson, and then hired the famous actor Wang Gang as the spokesperson. Accurate spokesperson selection and popular advertising have deeply bound Niulanshan with Beijing culture, which has won a good response from the target population.
Breakthrough in the direction of "authentic Erguotou authentic Beijing flavor"
In recent years, Shunxin Agriculture has conquered the world by relying on the core brand Niulanshan series. With the spread of advertising and the establishment of product reputation, Niulanshan's brand has made a breakthrough and gradually gained popular support.
At present, there are many kinds of products in Niulanshan, but the lines of products are clear, which can fully cover the high, medium and low-end liquor market.
According to the data of China Employment Association, the market capacity of low-end liquor in 20 18 is about 200 billion yuan, with a large market space, among which Niulanshan accounts for 6.2%, making it the absolute leader in the low-end liquor market. With the acceleration of the clearing of small and medium-sized enterprises in the market, the industrial concentration of Niulanshan is expected to be further improved.
While building the performance of low-end liquor, Niulanshan achieved a breakthrough in the high-end market through sub-brands such as Zhenniu, China Niu and Kuisheng, centering on the propaganda core of "Authentic Erguotou Authentic Beijing Taste", and provided consumers with a "warm" brand experience.
From the perspective of brand strategy, Niulanshan abandoned the strategy of big single product and chose to operate all products to promote the development of brand family. Through sorting out and adjusting the original product line, Niulanshan has launched five series, namely classic Erguotou, Centennial Niulanshan, Niulanshan Treasures, Niulanshan Aging and traditional Erguotou, and the market response has been enthusiastic.
As of 20 19, the brand value of Niulanshan has reached 43.46438 billion yuan, and the brand strategy for many years has achieved fruitful results.
Brand is the core of enterprise competitiveness, and Niulanshan has made its own way through years of planning. Judging from the performance data over the years, Niulanshan's performance has been relatively stable. I believe that this enterprise, which takes "building the first brand of folk wine" as its own responsibility, will certainly be able to go through the adjustment cycle of the industry and further enhance its competitiveness.